Half-Elf on Tech

Thoughts From a Professional Lesbian

Tag: essay

  • SEO: Impossible

    SEO: Impossible

    For someone who thinks SEO is crap, I sure talk about it a lot. Google’s got a new toy: Dissavow links.

    In the wake of Panda, a lot of sites got hit with bad SEO rankings from having crappy backlinks. In specific, I know many WordPress theme developers were hurt, including WPMUDev, because spammers and scammers used their themes. Basically their own popularity bit them in the ass, through no fault of their own save their success. After all, a pretty common question people have is “Do those crappy, low-quality inbound links hurt me?” And most of the time, the answer was no. Except when it did with Panda. At the time, it didn’t seem fair to anyone that your popularity would be detrimental to your SEO, and thus we have Dissavow. (Amusingly enough, Bing got there first.)

    But what does it do? Here’s Matt Cuts explaining this:

    For the rest of us, it lets you say ‘These links are crap and they’re not related to me, so please don’t let them impact my search ranking.’ Many of you are looking confused here, and wondering why they impacted you in the first place. After all, it’s not your responsibility to monitor the quality of sites on the Internet, is it? That’s why Google and Bing make the big bucks. And yet we all know how terrible search results can be, and frankly Google’s blog search is horrible. I have to hand it to Google, though. Search is hard, and crowdsourcing the work of teaching a computer what is and is not spam is actually a good idea.

    Google (and Bing’s) methodology rub me wrong. Now that Google has us doing the work for them, by picking out spammy sites and effectively reporting them, you’d think all is good for the theme world. Alas, not so. I’ve heard rumblings that Google is now asking theme developers to remove backlinks!

    While I don’t feel a theme developer will be broken for this, it will make it much harder for them to promote their works. On the plugin end of things, I’ve had people ask me to remove their plugins because we don’t permit WordPress plugins to show backlinks unless they’re opt-in, and this means the dev can’t make money. Part of why is that you can have hundreds of plugins, but only one active theme. The other part is we feel it looks spammy. Now, so does Google.

    But all that aside, if you want to disavow your backlinks, you can now do it, and the directions aren’t complicated. Click on the disavow link, upload a text file formatted in a certain way, reap benefits. Sounds great, right? What if I told you that Google sends you no confirmation at all? There’s no confirmation, no way to see if what you did worked or not, and worst of all, this could take weeks, if not months, for them to crawl, sort, and re-crawl your sites. During that time, you hear nothing. When it’s done, you hear nothing.

    You do all this work and end up in a vacuous hole of ‘well, there’s that then’ with no assurance of anything at all being done. That caught my attention in a bad way. How can I tell I’ve done the right thing? We’re already being killed by not being able to track encrypted search terms, and now we’re not going to be able to tell if removing the links from the bad people is going to help our SERP?

    This is why I think SEO is full of it. To one degree or another, it’s always been about gaming the system, and tricking search engines into letting you rise to the top. Meta tags trumped quality, and then it was links (because obviously if people link to you, you’re valuable). Now we know people game links, so we remove that, which actually doesn’t hurt as much as you think. See, a lot of your search engine ranking came from the quality of sites that linked back to you. But the most valuable sites (like MediaWiki) have stringent policies and rules about not linking, or linking and using nofollow, to prevent you from getting link-juice. In the case of MediaWiki, it makes sense since anyone can edit it.

    But…

    That just went to prove the system was broken. Blogs (WordPress included) nofollows comment links for the same reason. If the door was open, the spammers would use it and make themselves look more important. And as the tools got smarter and started making those links worthless, the spammers started scraping your quality content, which Google et al had to learn to filter. We’re at the point where links are valueless. It doesn’t matter who links to you anymore, because none of the good sites will give you a lot of value since they’re trying to get rid of the spammers. So why is Google giving any weight to these spammer links?

    If the state of link-relativity is so poor that search engines are asking us to remove backlinks from themes, and also to tell them which links to us are worthless, then all links are more trouble than they’re worth and we need to figure out a better way to measure the usefulness of our sites. What measuring sticks do you use?

  • Failure Is Always An Option

    Failure Is Always An Option

    Failure is always an option.No matter how hard you try, how well you test, and how smart you are, you are going to screw up. I could probably just close this post saying that, but for some reason, people don’t like to accept failure as an option. We don’t want to do anything but succeed and think that we can get everything right, the first time, and every time.

    “Well … you can’t!” as Mal told Jayne. You can’t get it right every time, and you’re probably never going to get it right the first time, mostly because it is the first time. Failure is an important aspect of progress, which we all know, and we’ve all heard, so I won’t delve into that. What I do what to do is remind you how to move from failure. What are your takeaways and what do you do next?

    When software fails, the first thing you do is look at the error. I like to describe things in the plainest English possible: I entered in my email, clicked ‘submit’ and my webpage turned into a blank white page.

    From experience, I know that a blank white page is often a PHP error, but by presenting it to myself in straightforward terms, I now know what to search for if I didn’t know that already. Search engines have come a long way in a short time, and if I search for ‘wordpress blank white page’ I get a lot of hits about the ‘White Screen of Death.’ Now I’ve learned a new term and I’ll file that away for later searches. Awesome to know. Now that I’ve found what the problem is (PHP) I can look into debugging. I can read the PHP error logs, or in the case of WordPress, turn on debugging to see if anything gets output.

    The point to this is that finding an error is the first step in learning. I take what the error is, what the failure is, and I go forward. Failing isn’t a stop, it’s a pause in the process. Too many people take failure as a sign to stop everything, and while yes, failing does mean you’re doing_it_wrong() somewhere in there (or perhaps you’re not doing it as well as the next guy), and sometimes it does result in scrapping everything and starting over, it remains a sign to look at what you’re doing, not to stop entirely. When you don’t know the software well, or the tools, or anything at all, that initial failure of ‘It’s broken’ can be hard to overcome. The fear of failure keeps you from just taking the next step of ‘What do I do?’

    Wisdom of the Ancients

    Once you’ve sort out what your problem is, learn from your failure and pass it on to the next guy. The reason a lot of people hate forums is that someone asks a question and either never replies, or leaves a ‘fixed’ message with no explanation. That makes it impossible to learn from the fail for the next guy, and you force them to reinvent the wheel.

    I’m all for learning by doing, but progress happens because we share the answers. Pretty much all school is for a lot of people is memorizing the answers, which has it’s place. The rest of us learn the theory from seeing the path. We see the start, the fail, the middle, and the win, and it’s that journey that teaches us where to go next and invent new things.

  • Cloudy With a Chance of Upgrades

    Cloudy With a Chance of Upgrades

    We’re all being seduced by the cloud. Amazon’s AWS has become so popular and so, seemingly, inexpensive, that people are looking at it to run a website, instead of traditional hosting. Understanding the cloud actually was the first post on this site, and while two years ago I struggled to comprehend it, today I find myself at a loss many times when asked ‘Do I need the Cloud?’

    I don’t need the cloud for webhosting, and you probably don’t either.

    My Sky

    Yes, I have a semi-cloudlike host on LiquidWeb right now, for seven of the ten domains I manage (the other three are all on their own hosts, one of which being my me Elf Dreams, where I talk about DreamHost stuff). I don’t plan on moving the other seven simply because it’s a massive effort. It’s easier to move yourself across country than it would be to move all my sites, re-build the server as I need it, get the code for the new OS (CentOS vs whatever I move to). Heck, I’m dreading upgrading to CentOS6 because of how annoying that is.

    The point is that I do know and understand what the cloud is and does. It’s very cool, if you’re big enough to need it. Most indie sites are not.

    How the cloud works, in general, is based on the shared resources principal. Everyone shares all the resources in the cloud at all times. If you think back to shared hosting, everyone shares all the resources on that server. The difference between the cloud and the shared is that the cloud has infinite expandability (kind of, but you get the idea), where as a shared host is limited to what it is physically. But when we were back on shared hosting, we used to have a problem with bad neighbors. You know, the other guy on your server who got tweeted by Felicia Day or Wil Wheaton, and suddenly all the sites on your server went down like a bad quiche.

    That can happen on the cloud too.

    It’s not exactly the same, but when you’re on a cloud, you’re on a server with a lot of virtual machines (VM). A VM is a “completely isolated guest operating system installation within a normal host operating system” which is a confusing concept. The reason they’re good is that a VM isolates your hardware in a funky way, making reboots faster, while letting your VM instances share a bunch of hardware and become faster. The flip side to this is that you’re still on a real server. Instead of everyone sharing the same CPU/RAM, you get partitions so I can only use X amount and you can only use Y, and thus we don’t kill each other, until we start slaughtering input/output.

    Disk I/O (input/output) can be best explained if you’re an older computer user. Remember when we used to play “Where in the World is Carmen San Diego?” and we’d press a button to ‘travel’ and that old floppy drive would grind like a cheap espresso brewer? That’s I/O. The disk is being read and the data is being input from the disk and output to your Apple IIe. The basic concept of this still exists, and it makes sense when you remember we have to read the data off somewhere. So if you happen to be on a box that is getting a lot of traffic, and using a lot of disk I/O, then you’re going to be slow.

    Hole in the SkyThere are ways to mitigate this, of course, but that isn’t the problem. The problem is that you don’t always know that you need to, or how you should. And even if you do know, it’s not always very easy to do it, so the little guy, who doesn’t have the resources to do it themselves, or the money to hire someone, are left hoping that they’re okay, and often end up paying more than they need to.

    And this is why you and I don’t need the cloud yet. The cloud is something I might need, but for now, there are no benefits I don’t already have with a well optimized server and a well built site. If I was a bigger site, or a company, I’d be looking at it as my next upgrade, and studying my past growth. It took me almost 10 years to grow to need a VPS, and it will likely take me at least 5 more before I need to seriously consider cloud. By then, something new will be the big thing, so the best thing I can do is study nginx and keep a finger on the pulse of web technology.

    Of coures, the one major advantage to the cloud, and the reason I still see it as being around for a while, is the ability to scale up and down. A webhost provider can cannily utilize that to provide scalable shared hosting, so if you have a bad neighbor, they can be scaled up with less impact to you. But so far as I know, we’re only there with VPS demi-cloud providers right now. Give it time, and the cloud as we know it today will be tomorrow’s low-end hosting.

  • Encrypted Search Terms

    Encrypted Search Terms

    A recent stats viewing, with search terms high-lighted.I haven’t seen a lot of people kvetching about this, which surprises me.

    If you like to look at JetPack’s stats and happen to giggle over your search terms, you may have noticed encrypted_search_terms showing up. Your search terms are what other people use in order to find you. So for example, someone found my blog by typing “forever alone” (which doesn’t make any sense to me, but okay).

    About a year ago, Google made search more secure, by letting you search via https. If you’re logged in to Google anything, you will be searching via https, which means no one knows what you searched for. Jetpack sees it as ‘encrypted search terms’ and Google Analytics sees it as ‘not provided.’ This is all great for the user, and the tin-foil hat me loves it! Except that now all we users see is encrypted search terms, instead of anything of value.

    As the number of people who use Google whatevers grows, the value for my search terms is going to plummet. In fact, taking a look at things, my ‘not provided’ numbers have doubled. It used to be that maybe 1% of searches showed up like this. I was around 13% for an average month in January, and now I’m looking at 30%. I am losing the ability to see what search terms are good for my site, and this makes it hard to manage my SEO.

    Oh. SEO. I hate you.

    I laud Google for doing this and at the same time decry them. Yes, having users protected while they search is awesome, it means my data is safe and it’s less easy for people to mess with me. As a user, I think this is good. As a website guru, I wince a lot. Without the feedback of users’ search terms, it’s very hard to know what does and doesn’t work. And the worst part is the majority of your users don’t even know they’re doing this. They know they’ve signed in to Google email, and they’ve signed in to Google+, and that’s it. They don’t know the ramifications.

    I don’t pretend to be an SEO expert, but what I do claim is to have common sense, and to valiantly fight against the will to be stupid. It’s pretty obvious to me that encrypting my results rips out my ability to, for free and with no cost to my users, be able to determine what works and what doesn’t on the fly. Many times, when I tweak a site, I follow the stats and see what pages are hit more often, by whom, and when. Now there are work arounds to loosing that immediate feedback, but when you think about it, almost all involve you having to pester your users.

    A/B testing is the least intrusive way about it, but for a lot of people, it’s complicated to do on a small, simple website. The basic idea is to ‘draw’ users to two different versions of the same site, and see which one gets more traffic. Max A/B is a good WordPress plugin for that. That said, your users may notice that the site one of them sees isn’t the same as another, and it means you have to up-keep two versions for a while.

    Google Is WatchingGoogle, naturally, isn’t very consistent here. They generate their live traffic information via your cellphones. Whenever an Android user opts into location tracking, Google constantly monitors their location. If a whole mess of users are slowing down on the 405, guess what? Traffic. Now, arguably your data is ‘safe in their hands’, but that’s impossible to prove. If you haven’t yet, read Cory Doctorow’s “With A Little Help”, especially the story “Scroogled.”

    Basically what Google’s saying is ‘You can’t use their data, but we can. Trust us.’ Nothing makes me start to trust someone less.

  • Subdomains, WordPress and nginx

    This should be obvious, but I’m not familiar with nginx, so it wasn’t.

    I added trunk.elftest.net as a separate subdomain (rather than Multisite) because I wanted it to run trunk and not impact anyone else.

    The way that DreamHost works, is you have a separate folder for your nginx configurations, called nginx, and it lives off your home directory. This is commonly referenced as ~/nginx/ and yes, if you type in cd ~/nginx/ you’ll jump right there.

    To make WordPress work, I had to create ~/nginx/trunk.elftest.net and add a wordpress.conf file there, with the standard DreamHost nginx config for WP.

    ######################
     # Permalinks
    if (!-e $request_filename) {
     rewrite ^.*$ /index.php last;
     }

    Magic.

  • The Self-Perpetuating Myths

    The Self-Perpetuating Myths

    This is your only warning: I’m going to talk about racism and sexism in tech, and there will be some swearing. I don’t mind if you disagree with me, just try to be constructive.

    One brown baby, three white. I blame a lot of things on society.

    We’ve all heard that minorities aren’t fairly represented in certain aspects of society. There aren’t enough women/brown/gay/whatever on boards, or working in a specific group. We all know that girl gamers get grief. How many of you have gotten asked ‘Are you a girl IRL?’ when you play a female MMO character?

    When you look at groups like the Apple execs, it’s white guys across the board. Google? 2/3rd’s white guy. Yahoo!’s surprisingly the same with three out of twelve.

    But that name at the top, Marissa Mayer, is the weird one in all this.

    Pretty recently she left Google for Yahoo! which was a surprise to a lot of people. Right away, the old snark showed up. She used to blog about cupcakes, and was obsessed to the point of making a spreadsheet about frostings. Seriously? What does that have to do with her ability to helm a company? If anything I’d argue that sort of obsessive attention to detail is what you want. But no, people pointed out it was a ‘chick’ thing. Because a man making a spreadsheet to understand the various pros and cons for armor on an MMO is manly, but food’s a chick thing.

    That sounds pretty stupid when you put it that way, doesn’t it?

    Look, we all know that when it comes to brain-work, there’s no difference between what a woman can come up with and what a man comes up with. If you can’t accept that, you may as well just stop reading this blog now. What makes the difference is how we were raised and where our natural talents lie. Just because I’m not a super psycho coder, and prefer to spend my time helping people with their code, doesn’t mean I’m less intelligent than the people who wrote an eCommerce plugin. And yet, people persist in saying I’m in a ‘soft’ technology role.

    I think I look at more varied code than the majority of WordPress users. I review plugins and I’m pretty capable of understanding what is and isn’t a safe and secure plugin. I can look at themes and tell you where your code is inefficient. Where I lack is not in my technical chops but in my desire. How I create isn’t with code, or visual arts, but with words. The fact that I happen to be a woman means nothing. Still, you can’t escape things like the Women in Refrigerators syndrome, or how few women write comics (even ones with female leads, like Batwoman and Wonder Woman). So what’s really going on here? What’s being under-represented?

    From talking to a lot of group ‘leads’ of software projects, things are still skewed to the white guy, and it shows. If you look at a community dinner I attended, the men were the majority. Then you look at what the women/brown were the leads for, and you come up with the disturbing comment I heard that UI and Support are ‘soft’ tech topics, and that sure made me feel pretty crappy. But I know support isn’t ‘soft’ anything. In support you see more code than just what you and someone else write. At the same time, I’ve been told many times that there’s no coding involved with support.

    Edit: Note, the other woman actually was a core-team rep, not UI, which made the comment I heard even stupider.

    A lot of this is a self-perpetuating perception issue: If a group isn’t equally represented, then there’s an issue. If women aren’t 50% of the presenters at WordCamp, you’re doing_it_wrong(), people will say. And yet we know that forcing equality does not actually make things equal. The basic idea of affirmative action makes a little sense “If you have a white man and a black woman equally qualified, pick the person who will bring more diversity to give diversity a chance.” Then again, that sounds really fucking stupid when you say it outloud, doesn’t it?

    Why do people feel ‘minorities’ aren’t represented? Why do people feel equal numbers means equal representation? What makes equality?

    I’ve been involved in technology since I was a kid. My grandmother loves telling the story about how, when I was under-six, I set up her Novation CAT modem, dialed into her IBM server, and entered in all her data so that she could make me french toast. Never once, until I was in my 20s and working for a company, did anyone ever make noise about how I was a woman. My family made no point of it, and neither did my schools, my friends, or the people I talked to online back then. To them, this was not a ‘boy’ thing or a ‘girl’ thing, but simply something that I liked to do. Meanwhile, I was chastised by my peers for being a tomboy, for being the ‘masculine’ one in my relationships (I feel bad, in retrospect, for my ex-boyfriends), and for all those other things where I didn’t fit in with normal. But computers, technology, and everything along those lines were never something where gender-lines were drawn.

    Shannon Eastin - NLF's first female ref.All of that changed when I joined corporate America. Within a week, I knew, yet again, I was ‘different.’ I was one of five women in my area, and one of two technical women (the others were managers, though one was a working manager). I was weird, because I liked technology, I liked to play with things, and I’d research when I didn’t know. The more I moved away from Microsoft, the less overt my social oddity became, but it was still there.

    This behavior does not replicate within the WordPress Community in the same way.

    Oh, it’s still there, don’t get me wrong. If you want to go search through the forums, there are some awesome posts where a guy goes from totally respecting me to insulting me, and the trigger is when someone mentions in passing that I am of the female persuasion. But in the WP ‘core’ team, I’ve never met anything but respect and friendship. Now these guys are, predominately, white men, and just by their nature, lack the ability to know what it’s like to be a woman. That’s not a bad thing, it’s just a fact. I can’t know what it’s like to be brown, they can’t know what it’s like to be a woman. But like attracts like, and it’s not surprising that the leads end up being white males.

    Most groups work this way. You want to work with people you can get along with, so you pick people similar to you that add value to the party. Again, nothing’s wrong with that! Does that mean minorities get under-represented? Yes. And there is something wrong with how we’re skewed, in that way. It’s not really their fault. Like I said, I blame society. I can’t help but see the world as a woman who’s been treated like crap for being a woman, and white amles can’t help seeing the world as anything but who they are either. And I don’t think ‘forcing’ people to be diverse helps at all. It just sets up a whole mess of problems.

    What can Open Source do?

    So far, I think they’re doing it right, and much of that has to do with the need-based drive of technology. We need solutions, we don’t care who comes up with them, so long as they work and are secure. Also, because a lot of these developers are distributed, we lack the inherit problems of sight-prejudice, that is, if you can’t see I’m a minority, you rarely assume I am one. I become judged on the character and quality of my communication. This has drawbacks, of course. The lack of visual cues makes many of us seem like assholes (text is a terrible communication medium, as it leaves the reader to interpret what they will from what they read), when all we are is being direct.

    It could be better, of course, but I don’t feel that forcing integration is going to do that in a way that won’t leave us with lingering animosity. The problem I face is that I don’t know the answer. I see the problem, and I feel, on a visceral level, the solutions we’ve made aren’t working. I rage against ‘Political Correctness’ because as we take away more and more ‘bad’ things to say, we’re left with a neutered society that lacks the ability to express their thoughts. You can’t say retard, lame, gay, or a hundred other words to express how stupid you feel something is, and with understandable reason. But saying ‘drat’ just doesn’t feel strong enough sometimes, and you want to shout ‘mother fucker!’ We lose freedom of expression in our quest to be fair.

    This brings us back to my three questions:

    • Why do people feel ‘minorities’ aren’t represented?
    • Why do people feel equal numbers means equal representation?
    • What makes equality?

    The fact is, I don’t know. I think the answer is numbers, but that feels less right when I say it. It’s both in value of work and volume, certainly, but neither one is more important than the other, when we get around to it. Like I said at WordCamp San Francisco: WordPress would be nothing without the devs, but it would also be nothing without the users, and without the people who offer support. We all work together. And thankfully, for the most part, Open Source gets this.

    My suggestion to minorities, of whom I am two, is that sometimes when we feel we’re being persecuted, or picked on, it’s actually not that at all. We may be reading a personal attack into something that wasn’t meant that way. Take a moment to reason it out.

    My suggestion to the majority, of whom I am one, be careful when you make assumptions. When you look at the world from a place of privilege, it’s incredibly hard to see things from that other perspective. Also take a trip to where you’re the minority. It’s enlightening.

    I call these self-perpetuating myths because they make themselves more important. The more white-guy-only groups, the more white-guy-only they remain, and the more minorities feel/appear undervalued and underrepresented. Like begets like, and so on, until finally all we have is a steaming pile of angry. I leave this open ended, as the development of humanity is ongoing, and I hope in a decade, I can come back and look at this in a new way.