SitePoint播客＃86：BlogWorld访谈，第1部分

Episode 86 of The SitePoint Podcast is now available! This week Stephan Segraves (@ssegraves), Patrick O’Keefe (@iFroggy), Brad Williams (@williamsba), and Kevin Yank (@sentience) share their first batch of interviews from BlogWorld Expo 2010 in Las Vegas. Listen in as they chat with Derek Featherstone (@feather), the team behind Lijit, and ProBlogger book co-author Chris Garrett (@chrisgarrett).

SitePoint Podcast的 第86集现已发布！ 本周，Stephan Segraves(@ssegraves)，Patrick O'Keefe(@iFroggy)，Brad Williams(@williamsba)和Kevin Yank( @sentience )分享了来自2010年拉斯维加斯BlogWorld Expo的第一批采访。 在与Lijit背后的团队Derek Featherstone ( @feather )和ProBlogger图书合著者Chris Garrett ( @chrisgarrett ) 聊天时收听 。

在浏览器中收听 (Listen in your Browser)

Play this episode directly in your browser! Just click the orange “play” button below:

直接在浏览器中播放此剧集！ 只需点击下面的橙色“播放”按钮：

下载此剧集 (Download this Episode)

You can also download this episode as a standalone MP3 file. Here’s the link:

您也可以将本集下载为独立的MP3文件。 这是链接：

• SitePoint Podcast #86: BlogWorld Interviews, Part 1 (MP3, 27:39, 25.4MB)

  SitePoint播客＃86：BlogWorld访谈，第1部分 (MP3，27:39，25.4MB)

面试成绩单 (Interview Transcript)

Kevin: November 5, 2010: Building a business through blogging, the secret to simple site Search and the pillars of pro blogging. I’m Kevin Yank and this is the SitePoint Podcast #86, BlogWorld Expo Interviews, Part 1.

凯文(Kevin)： 2010年11月5日：通过博客，简单网站搜索的秘密以及专业博客的Struts来建立业务。 我是Kevin Yank，这是SitePoint播客＃86，BlogWorld Expo访谈，第1部分。

Hello again, and welcome to another SitePoint Podcast. As usual, I’m coming to you from SitePoint Headquarters here in Melbourne, Australia, and on the show today we have the first group of interviews from our trip to BlogWorld Expo. You’ll remember from our live show a few weeks ago that we were at the BlogWorld Expo 2010 Conference in Las Vegas, and while we were there, besides recording our live show, we also ran all around the halls of the conference pinning down interesting people to record short interviews for the show. And we’ve got the first three interviews of those for you today. We’ll be hearing from Lijit, the team behind Lijit which is a free site search service; if you want to add a search engine to your website without doing a lot of coding or configuring plugins or whatever you might have to do to fit it into your system, Lijit has the solution for you; it’s a drop-in site search with an advertising component that can even make you some money, so we’ll be hearing from them. We’ll also be hearing from Chris Garrett who along with Darren Rowse is responsible for The Pillars of Pro Blogging courses that are coming up on SitePoint over the next few weeks. We’ll be hearing from him about his journey from web tech geek, just like me, into getting into the people behind web publishing and how he now considers himself an expert on professional blogging. But before all that we will be hearing my interview with Derek Featherstone whose name you may recognize from the accessibility world. Derek is a well recognized expert on accessibility, but he was at the conference not in his capacity as an accessibility expert but because he wanted to reengage with the fine art of blogging, and he’ll be telling us how blogging helped him get his business off the launch pad and how he’s kind of disconnected from blogging lately. I think a lot of people have. So, without further ado let’s hear from Derek Featherstone.

再次您好，欢迎来到另一个SitePoint播客。 像往常一样，我是从澳大利亚墨尔本的SitePoint总部来找您的，在今天的展会上，我们从BlogWorld Expo之旅中进行了第一批采访。 您会记得几周前的现场表演，当时我们参加了在拉斯维加斯举行的BlogWorld Expo 2010大会，当我们在那里时，除了录制现场表演外，我们还在大会的各个大厅里奔波，固定了有趣的话题。人们为节目录制简短的采访。 今天，我们为您提供了前三个采访。 我们将听到Lijit背后的团队Lijit(免费站点搜索服务)的消息； 如果您不想在网站上添加搜索引擎而无需进行大量编码或配置插件，也无需执行任何操作即可将其安装到系统中，那么Lijit可以为您提供解决方案； 这是一个带有广告成分的嵌入式站点搜索，甚至可以为您赚钱，因此我们将倾听他们的声音。 克里斯·加勒特(Chris Garrett)还将与达伦·罗瑟(Darren Rowse)一起负责在接下来的几周内在SitePoint上开设的专业博客Struts课程。 我们将向他倾听他与我一样从网络技术怪胎进入网络发布背后的人们的旅程，以及他现在如何将自己视为专业博客专家。 但是在此之前，我们将先听取我对Derek Featherstone的采访，您可能会从可访问性世界中认识到他的名字。 德里克(Derek)是无障碍访问领域的知名专家，但他参加会议的身份并不是以无障碍访问专家的身份，而是因为他想重新参与博客的艺术创作，他将告诉我们博客如何帮助他开展业务。离开发射台，以及他最近如何与博客断开联系。 我想很多人都有。 因此，事不宜迟，让我们听听德里克·费瑟斯通(Derek Featherstone)的话。

Kevin: Hi, this is Kevin Yank for the SitePoint Podcast at BlogWorld Expo 2010 and I’m sitting here with Derek Featherstone, hi Derek!

凯文：嗨，我是2010年BlogWorld Expo的SitePoint播客的凯文·扬克，我和德里克·费瑟斯通坐在一起，嗨，德里克！

Derek: Hello, Kev, how are you?

德里克：你好，凯夫，你好吗？

Kevin: Good. Derek, you are known as an accessibility expert but this is a blogging conference, is there a crossover?

凯文：好。 德里克(Derek)，您以无障碍访问专家而闻名，但这是一个博客会议，是否有交叉？

Derek: Well, I mean everything needs to be accessible, blogs, any website, any web app, any blog, everything needs to be accessible, but for me the crossover is sort of my interest in how I got started, not in accessibility but what sort of launched a lot of my speaking career and the work that we do, and a lot of that came from blogging. Writing the blog, my first blog, was really how people all over the world sort of got to know me from some little articles that I wrote that were familiar topics but with little twists, and that really caught the attention of some people and that resulted in a few invites to speak at conferences and really it was a big part of launching my speaking career and a lot of the other things have come from that. So, for me a part of being here is sort of a renewed interest, I mean we’ve been so busy we’ve kind of gotten away from blogging for a while, and part of coming back here is because I want to start that up again and get to the point where I’m actually producing content like I used to and not just spending all my time consulting, so that’s a big part of why I wanted to get back to this conference in particular.

德里克(Derek)：好的，我的意思是所有内容都必须可访问，博客，任何网站，任何Web应用程序，任何博客，所有内容都必须可访问，但对我而言，跨界就是我对起步方式的兴趣，而不是对可访问性的兴趣，而是是什么推动了我的演讲生涯以及我们所做的工作，其中很大一部分来自博客。 写博客，这是我的第一个博客，实际上是全世界的人们从我写的一些小文章中了解我，这些小文章熟悉的话题却很少曲折，并且确实引起了一些人的注意，从而在一些会议上受邀演讲，这确实是我开展演讲事业的重要组成部分，很多其他事情也由此而来。 所以，对我来说，回到这里的一部分是一种新的兴趣，我的意思是我们一直很忙，已经摆脱了一段时间的博客撰写，而回到这里的一部分则是因为我想开始再次调整并达到我实际上像以前那样制作内容的地步，而不仅仅是花费我的所有时间进行咨询，所以这就是为什么我想特别参加本次会议的重要原因。

Kevin: Right. So you’re not speaking at this conference, that must be weird for you.

凯文：对。 因此，您不是在本次会议上讲话，那一定对您来说很奇怪。

Derek: It’s bizarre. This is the first conference in about six years that I’ve been to that I’m not actually speaking at.

德里克：这很奇怪。 这是我六年来第一次参加的会议，实际上我并未参加。

Kevin: So you’re soaking up the atmosphere; are you just sort of letting the wind blow you where it goes or have you got some highlights you’re hoping to catch?

凯文：所以你要吸收气氛。 您是让风吹向何方，还是有一些您希望捕捉的亮点？

Derek: I’ve been, you know, I’m very free. I’m kind of going to try and catch a lot of different sessions; there are some things that I think I’m particularly interested in, I’m really looking forward to the next ProBlogger session. I’m not sure exactly who’s on it but I know it’s Darren Rowse and his crew and that one kind of interests me because it’s about, I hate the word, but, monetization; how can you actually take something that’s just your blog and turn it into an integral part of your business.

德里克：我去过，你知道，我很自由。 我会尝试参加许多不同的会议； 我认为我对某些事情特别感兴趣，我真的很期待下一次ProBlogger会议。 我不确定到底是谁，但我知道是达伦·罗斯(Darren Rowse)和他的工作人员，我对这是一种兴趣，因为它是关于，我讨厌这个词，但是却是货币化。 您如何才能真正将仅仅是博客的内容变成您业务不可或缺的一部分。

Kevin: I think half the people at this conference must be here looking for the answer to that question.

凯文：我认为这次会议的一半人必须在这里寻找这个问题的答案。

Derek: It wouldn’t surprise me in the least. And so I think it’s an important part, that’s definitely a session that I want to check out, and I’m also interested in looking at some of the other ones, the sessions that are more social media related, success stories, failure stories, because I know that it’s not a service that we specifically offer but a lot of our clients are looking for it, so we want to at least get a bit more starting points by seeing not just what — not just thinking about what we’re doing but what other people are out there doing and just some of that idea generation; going to one session that has one or two good ideas can actually turn into about ten or twenty good ideas for me or for anybody else to turn into something else for somebody else.

德里克：至少不会令我惊讶。 因此，我认为这是很重要的部分，这绝对是我要检查的会议，我也有兴趣关注其他一些会议，这些会议与社交媒体相关，成功案例，失败案例，因为我知道这不是我们专门提供的服务，但是许多客户正在寻找它，因此我们希望至少不仅通过查看内容，还可以从中获得更多的起点，而不仅仅是思考自己在做什么但是其他人在做什么，只是其中的一些想法产生； 参加一个具有一个或两个好主意的会议，实际上可以变成对我或其他任何人来说大约十或二十个好主意，而对于其他人则可以变成其他东西。

Kevin: Yep. So you mentioned you fell out of blogging a little and you’re looking forward to getting back into it or finding a way to get back into it. I know that’s true of myself too, it’s probably true of a lot of people that there’s an initial excitement about blogging, it was novel and everyone got into it and then fell off a bit. So, why are you looking to get back into it; what made you drop off initially?

凯文：是的 。 因此，您提到过自己不喜欢写博客，并且期待重新加入博客，或者寻找一种重新融入博客的方法。 我知道我自己也是如此，可能很多人都对博客有最初的兴趣，这很新颖，每个人都喜欢它，然后跌倒了一点。 所以，为什么要找回去呢？ 是什么让您最初下车的？

Derek: I think a lot of things sort of, you know, the blog was helpful in growing, in drawing attention to the business, and then therefore business got better and better and better so that started taking up more time. It meant that I also started traveling a lot; I mean the last two years I’ve spoken at probably 15 or 16 conferences each of the last two years and that was very taxing. So, you know, lots of fun, I absolutely love doing it, and I love getting to conferences and talking with people, but it’s a significant drain on you physically and mentally, so if I had spare time at home it was going into other things instead of thinking about an issue and blogging about it. And that’s been a big part of it, I mean I’ve got a young family; we have three kids that are 11, 9, and 6, and need to spend lots of time with my wonderful wife as well. So, when you have the choice of spending time with the family or writing a blog post the blog posts ended up becoming sort of lower on the priority list. So I kind of got out of it and it’s something that you kind of develop these patterns where you get up in the morning and it’s work, work, work, work, work, and you don’t do anything else until you go to bed, and that’s not really a good pattern. So part of this for me right now is kind of getting back to what started everything off, finding a bit better balance; we’ve got a great staff now at the company so that kind of means that I don’t have to do absolutely everything and that’s incredibly liberating to have really good people working with you.

德里克(Derek)：我认为很多事情都有助于博客的发展，引起人们对业务的关注，因此业务变得越来越好，从而开始占用更多时间。 这意味着我也开始大量旅行。 我的意思是说，过去两年中，我过去每两年大概在15或16个会议上发表讲话，这非常麻烦。 因此，您知道，很多乐趣，我绝对喜欢这样做，而且我喜欢参加会议和与人交谈，但是这在身体和心理上都给您带来很大的负担，因此，如果我有空闲的时间，这会影响到其他人事情，而不是思考问题并撰写博客。 这是其中很大的一部分，我的意思是我有一个年轻的家庭。 我们有三个孩子，分别是11岁，9岁和6岁，还需要花很多时间与我出色的妻子在一起。 因此，当您选择与家人共度时光或写博客文章时，博客文章的优先级就会降低。 所以我有点不高兴了，这是一种您可以在早上起床的时候发展这些模式的方法，它是工作，工作，工作，工作，工作，除非您上床睡觉，否则您别无选择，但这并不是一个好的模式。 因此，现在对我来说，其中的一部分就是回到一切开始的地方，找到一个更好的平衡点。 我们公司现在拥​​有一支优秀的员工队伍，因此我不必做任何绝对的事情，并且拥有真正优秀的人与您一起工作真是令人难以置信。

Kevin: So, is there something inspiring about blogging for its own sake that makes you want to get back to it or is it really you’re looking forward to using it as a business development tool again.

凯文：所以，就博客本身而言，是否有一些启发性的东西，使您想回到博客上？或者，您是否真的希望再次将其用作业务开发工具。

Derek: I think it’s a bit of both. I mean definitely the business development side of things, but in a lot of ways I mean when I used to teach high school and when I did I was very active in journaling and writing, you know, writing my own thoughts down, and sort of the process of writing for me really helped me make sense of my own thoughts all the time, and I actually started to solve problems just through the simple act of writing about something that I was experiencing in a class. It sounds kind of corny but it is in many ways helpful in terms of just getting your thoughts straight on something and in many ways it’s almost therapeutic; you take the time to think about and consider an issue and then write about it and if forces you, it’s kind of like teaching, you’re forced to know a subject really well when you have to teach it, when you have to write about it you encounter all these roadblocks or things in your mind that you’re like, oh, I don’t know enough about that, I need to figure that out or how does this work or how does that work. And that process I think is very good for self-development in terms of your knowledge but also in terms of just you as a person.

德里克：我认为两者都有。 我的意思是肯定是业务发展方面的事情，但是从很多方面讲，我以前在中学时教书的时候，我在日记和写作方面非常活跃，你知道，写下自己的想法，以及为我写书的过程确实一直在帮助我理解自己的想法，实际上我只是通过简单地写一些我在课堂上遇到的事情就开始解决问题。 这听起来有点老套，但从很多方面来说，它可以使您直截了当地思考您的想法，并且在许多方面几乎可以治疗； 您花时间思考和思考问题，然后撰写问题，如果强迫您这样做，就像是在教书，当您必须教书，写文章时，您就被迫非常了解一个主题如果您遇到所有这些障碍或想法，就像您想的那样，哦，我对此一无所知，我需要弄清楚这是如何工作的或如何工作的。 我认为该过程对于您的知识发展以及个人的发展都是非常有益的。

Kevin: I completely agree, it’s great to write about something as you’re learning it because it helps your learning process and it also generates a really engaging reading experience because it’s someone who’s actually learning it not someone who’s trying to put themselves in the position of someone who’s learning it.

凯文：我完全同意，在学习过程中写点东西是一件很棒的事情，因为它可以帮助您的学习过程，并且还可以产生真正引人入胜的阅读体验，因为这是一个真正在学习它的人，而不是试图将自己摆在位置上的人正在学习它的人。

Derek: Yeah, exactly. I think that’s a great point, I guess part of that journey. And I think about the things that we’re doing now, and as we’re sitting here talking about it I’m actually thinking of things that I want to write about some of the processes that we’re going through with the company right now like how are we improving in such and such an area and I should really be writing about that because I’m right in the middle of it. There’s nothing more authentic than being right in the middle of something and writing about it and using that to connect with people.

德里克：是的，确实如此。 我认为这是一个很好的观点，我认为这是旅程的一部分。 我想到了我们现在正在做的事情，而当我们坐在这里谈论它时，我实际上是在考虑要写一些有关我们公司正在经历的一些流程的事情。现在就像我们在这样一个领域中如何改进一样，我真的应该写这篇文章，因为我就在其中。 没有什么比在某件事中间正确写文章并使用它与人建立联系更真实的了。

Kevin: Well thank you, Derek. Your personal blog is boxofchocolates.ca.

凯文：谢谢你，德里克。 您的个人博客是boxofchocolates.ca 。

Derek: boxofchocolates.ca.

德里克(Derek)： boxofchocolates.ca。

Kevin: And you’re @feather on Twitter; is there any place else people should be looking for you?

凯文：你在Twitter上是@feather ； 人们还有其他地方要找你吗？

Derek: We just relaunched a site, simplyaccessible.com, which we started after Web Directions in ’05, four blog posts in 2005 (laughter), and we just put up three more last —

德里克(Derek)：我们刚刚重新启动了一个网站SimplyAccessible.com ，该网站是在05年Web Directions之后创建的 ，并于2005年发布了四篇博客文章(笑声)，最后我们又发布了三篇文章-

Kevin: That’s nearly a doubling of content.

凯文：这几乎是内容的两倍。

Derek: Doubling, it sat fallow for five years, but we’ve kind of relaunched that and we’re going to start putting a lot of our accessibility work up there, so trying to get part of making a commitment to blogging and getting back into it.

德里克(Derek)：加倍，休假了5年，但我们已经重新发布了它，并且我们将开始在这里进行很多可访问性工作，因此尝试加入对博客做出承诺并重新获得回报的一部分。进去。

Kevin: Alright, look forward to hearing more and reading more. Thanks again!

凯文：好的，期待听到更多和更多的阅读。 再次感谢！

Derek: Thank you.

德里克：谢谢。

Patrick: Hi, this is Patrick O’Keefe for the SitePoint Podcast here at BlogWorld Expo 2010 with Brad Williams, Kevin Yank and Stephan Segraves and our guests Team Lijit. Can you introduce yourselves please?

帕特里克(Patrick)：嗨，这是帕特里克·奥基夫(Patrick O'Keefe)，与布拉德·威廉姆斯(Brad Williams)，凯文·扬克(Kevin Yank)和斯蒂芬·塞格雷夫斯(Stephan Segraves)以及我们的客人利吉特团队一起在2010年BlogWorld Expo上的SitePoint播客。 你能自我介绍一下吗？

Perry: Sure, hi, it’s Perry Quinn, Vice President of Publisher Development.

佩里：当然，您好，是出版商开发部副总裁佩里·奎因(Perry Quinn)。

Grace: Grace Boyle, Publisher’s Services Manager.

Grace： Grace Boyle，出版商服务经理。

Sonya: And Sonya Caprio, Director of Marketing.

索尼娅：还有市场营销总监索尼娅·卡普里奥(Sonya Caprio)。

Patrick: Excellent, thanks for joining us today. So, in ten seconds of less, for those of you who don’t know what Lijit is, ten, twenty seconds, what is it?

帕特里克：太好了，谢谢您今天加入我们。 那么，在不到十秒钟的时间内，对于那些不知道Lijit是什么的人来说，十秒钟，二十秒钟是什么？

Perry: It’s going to take more than that.

佩里：不仅要花更多的钱。

Patrick: Well, cut it down. (laugh)

帕特里克：嗯，把它剪下来。 (笑)

Perry: So basically it’s a neat business model, we provide a free site search for publishers; the neat thing about that site search is it combines all social media content, site content and network if you guys have multiple networks, so you’ve got friends or you have multiple sites. And the beauty about the business model is because we provide this free search if you’re interested in display advertising we also provide display advertising, so the neat thing is we provide you this free search and we bring you money at the same time. And we also provide a bunch of stats; the data we gather from the site search perspective we provide back to the publisher, so there’s a ton of editorial direction that we can provide. People get to find out what readers are searching for, basically where they’re coming from and a bunch of different data that’s really good for providing editorial direction.

佩里：基本上，这是一种整洁的商业模式，我们为发布商提供免费的站点搜索； 该网站搜索的整洁之处在于，如果您有多个网络，那么它将所有社交媒体内容，网站内容和网络结合在一起，这样您就可以拥有朋友或拥有多个网站。 商业模式之所以美丽，是因为如果您对展示广告感兴趣，我们也会提供免费搜索，而我们也提供展示广告，所以整洁的是，我们为您提供了免费搜索，同时为您带来了收益。 我们还提供了大量统计数据； 我们从网站搜索的角度将收集到的数据提供给发布商，因此我们可以提供大量的编辑指导。 人们会发现读者在搜索什么，基本上是从哪里来的，以及一堆真正有助于提供编辑指导的不同数据。

Patrick: So, I look at something like Google Custom Search, which probably a lot of people use, I mean what is the upsell over that; how do you say we’re better than this? There’s analytics, I got that argument, and what else?

帕特里克(Patrick)：因此，我看过类似Google自定义搜索之类的东西，可能很多人都在使用它，我的意思是这方面的追加销售是什么？ 您怎么说我们比这更好？ 有分析，我有这样的观点，还有什么？

Perry: Sure, sure, usually what I do instead of trying to speak to it I’ll show like Vela News or failblog.org, if you look at Fail Blog we’ve increased the size of their thumbnail pictures if you want to get straight into it; your readers tend to click on non-text based stuff a lot more often than they do, so we provide pictures, people tend to click on pictures more, and what this does is provides a much higher content, content to search I guess, ratio. But effectively what that does is pushes people further into your content, more page views, more ad impressions if you guys are focused on the advertising.

佩里：当然可以，通常我会做什么，而不是像我说的那样，我会像Vela News或failblog.org一样显示，如果您查看Fail Blog，我们希望增加他们缩略图的大小。直接进入 您的读者倾向于比非文本事物更频繁地点击它们，因此我们提供图片，人们倾向于更多地点击图片，这样做是提供了更高的内容，我猜搜索的内容，比率。 但是有效的做法是将人们推向您的内容，更多的页面浏览量，更多的广告印象(如果你们专注于广告)。

Grace: I would also say that you can pick up the phone and call us or email us or IM us; Google I don’t know anyone who can, you know, just pick it up and ring us, so that might be a little bit different in the personal aspect that a lot of bloggers enjoy.

格蕾丝：我还要说，您可以拿起电话打电话给我们，或者给我们发送电子邮件或即时消息给我们； Google我不认识任何人，只要捡起它并给我们打个电话，在很多博客作者喜欢的个人方面可能会有所不同。

Perry: Yeah, you know, a lot of times people ask us well how are you different than Google, and I’ll say well how many times did you talk to “Mr. Google,” and they’ll go, oh, good one, huh. So, for that, like Grace said, we’re very approachable, we’re human and we’re around.

佩里：是的，您知道，很多时候人们都问我们您与Google有什么不同，我会说您与“先生先生”交谈了多少次。 Google”，他们会走的，哦，好人，呵呵。 因此，为此，正如格蕾丝(Grace)所说，我们非常平易近人，我们是人类，我们在身边。

Patrick: So can you talk a little bit about how you make publishers revenue, I mean what are the options with Lijit for doing that?

帕特里克(Patrick)：那么您能否谈谈您如何赚取出版商收入，我的意思是Lijit有什么选择呢？

Perry: I think the best way to explain that is how we’ve got a direct sales force selling display ads across the country. The way they pitch is basically to take what we call an audience analysis, again, where we sit on the publisher’s page is to own that search box, so we power and maintain that, we also gather a bunch of really interesting data that we take and compile so we’re crawling the site, we’re indexing it, we know the context and the content, we take that and combine that with some of the reader inputted data so the keywords that people are putting in, and then we take that and we package it in to an audience analysis, and then say we would go to Oakley Sunglasses, and Oakley may say we want this woman that thinks about these keywords in this demographic area in this geography, and because again where we sit on the page we can provide more targeted advertising. So it’s a compelling proposition to the advertiser, and then we can bring higher display CPMs back to the publisher.

佩里：我认为最好的解释方法就是我们如何建立一支直接销售队伍，在全国范围内销售展示广告。 他们宣传的方式基本上是采取所谓的受众分析的方法，同样，我们位于发布者页面上的是拥有该搜索框的，因此我们保持并保持这种状态，我们还收集了一堆非常有趣的数据并进行编译，以便我们对网站进行爬网，对网站进行索引，了解上下文和内容，然后将其与一些读者输入的数据结合起来，以便人们输入关键字，然后采用然后我们将其打包成受众分析，然后说我们去Oakley Sunglasses，Oakley可能会说我们想要这个女人在这个地理区域的人口统计领域中考虑这些关键字，并且因为我们再次坐在页面我们可以提供更有针对性的广告。 因此，这对广告客户来说是一个令人信服的主张，然后我们可以将更高的展示广告每千次展示费用带回发布商。

Patrick: So to be clear, we’re not just talking about search ads but also display ads on their actual website.

帕特里克：很明显，我们不仅在谈论搜索广告，还在其实际网站上展示广告。

Perry: Absolutely. The only people that really make money on the CPC ads that would be on the search results page, Google’s the only player that does that. So we focus on display advertising because that’s where the publishers can make money.

佩里：当然。 唯一会在搜索结果页面上真正在CPC广告上赚钱的人，Google是唯一做到这一点的人。 因此，我们专注于展示广告，因为这是发布商可以赚钱的地方。

Brad: So is Lijit something that would be like an individual blogger would use? I have a blog, I don’t get a lot of traffic, maybe a couple hundred hits a day if I’m lucky; is it something that would benefit my site to install Lijit?

布拉德：那么Lijit会像个人博客作者那样使用吗？ 我有一个博客，访问量不多，如果幸运的话，每天可能会有数百次点击； 它对我的网站安装Lijit有好处吗？

Perry: Absolutely. Well, yes, that’s why I was asking, I was trying to understand what you write about. Some people have really good searches that they put a ton of time and customization into, and so I would try to understand what you’re doing from a search perspective, but usually 99 times out of 100 we can provide a better search experience for your reader, we do all the heavy lifting from the customization perspective, and we’re just — I think we’re generally human, people like to work with us.

佩里：当然。 好吧，是的，这就是我问的原因，我试图了解您的想法。 有些人的搜索非常好，他们投入了大量时间和自定义内容，因此，我会尝试从搜索的角度了解您的工作，但通常，在100的搜索结果中，有99的我们会为您提供更好的搜索体验读者，我们从定制的角度来承担所有繁重的工作，而我们只是-我认为我们通常是人类，人们喜欢与我们合作。

Brad: Yeah, I mean it’s definitely no secret that the WordPress default search is pretty bad, so anything’s probably got to be a pretty good step up from that.

布拉德：是的，我的意思是WordPress默认搜索非常糟糕，这绝不是秘密，因此，从那以后，任何事情都可能是一个相当不错的进步。

Perry: Yeah, we have a WordPress plugin, it’s a super simple install.

佩里：是的，我们有一个WordPress插件，这是一个非常简单的安装。

Brad: Is it a hosted service or is it actually the results would live on my site?

布拉德：是托管服务，还是实际上结果可以在我的网站上显示？

Perry: Well, it’s all on your site. I mean we will serve up the search results, and we have two different search result page options; one is an overlay lightbox that pops up or if you provide us a landing page we can just basically drop it right into your page and add it to the result page.

佩里：好吧，这一切都在您的网站上。 我的意思是我们将提供搜索结果，并且我们有两个不同的搜索结果页面选项： 一个是弹出的叠加式灯箱，或者，如果您向我们提供目标网页，我们可以将其基本上放到您的网页中，然后将其添加到结果网页中。

Patrick: Just as a final question, Lijit is often tied to blogs but looking at the website I get the idea that you would work with not just the traditional blog but content sites in general. What about communities or forums, are you doing anything with that content, indexing it?

帕特里克(Patrick)：作为最后一个问题，李吉(Lijit)通常与博客联系在一起，但是在浏览该网站时，我发现您不仅可以使用传统博客，还可以使用内容站点。 社区或论坛又如何呢？您正在对该内容进行任何处理并将其编入索引吗？

Perry: Yeah, we’re actually really good with Ning, in fact, sometimes we’re so good that a lot of people don’t — I shouldn’t say a lot of people, some people have said you’re so good you’re going to expose too much to my readers in my community and I really want to control the readership. But we work really well with a lot of those community based— Gorums, not as much, even forum searches suck—sorry—in general they’re not very good, but that’s another thing, we work with the publishers to try to tweak and customize whatever we can do.

佩里：是的，实际上我们和宁真的很好，事实上，有时候我们太好了，以至于很多人没有-我不应该说很多人，有些人说你太好了您将在社区中向我的读者公开太多信息，而我真的想控制读者人数。 但是，我们与许多基于社区的社区合作非常好-Gorums并没有那么多，甚至论坛搜索也很糟糕-对不起-一般来说，它们的效果不是很好，但这是另一回事，我们与发行商合作，尝试调整和自定义我们可以做的一切。

Patrick: Excellent. Team Lijit thank you for joining us.

帕特里克：太好了。 Lijit团队感谢您加入我们。

Perry: Thank you.

佩里：谢谢。

Brad: Thanks.

布拉德：谢谢。

Kevin: This is Kevin Yank coming to you live from BlogWorld Expo in Las Vegas, and I’m with Stephan Segraves, hi Stephan.

凯文：这是凯文·扬克(Kevin Yank)来自拉斯维加斯的BlogWorld Expo现场直播，我和Stephan Segraves在一起，嗨，Stephan。

Stephan: Howdy.

史蒂芬：你好。

Kevin: And we are joined by Chris Garrett.

凯文：我们还有克里斯·加勒特(Chris Garrett)。

Chris: Hello.

克里斯：你好。

Kevin: Hello Chris. And you’re doing some very exciting work with us here at SitePoint at the moment; you’re putting together The Pillars of Pro Blogging Course with Darren Rowse.

凯文：克里斯你好。 目前，您正在SitePoint与我们一起完成一些非常激动人心的工作； 您将与Darren Rowse一起撰写“专业博客Struts课程” 。

Chris: Yeah, how awesome is that working with Darren Rowse again? It’s exciting stuff. And it’s good to work with you guys obviously as well, but Darren’s my hero, I’m his biggest fan.

克里斯：是的，再次与达伦·罗瑟(Darren Rowse)合作真是太棒了？ 这是令人兴奋的东西。 和你们一起工作也很明显，但是达伦是我的英雄，我是他的最大粉丝。

Kevin: (Laughs) Well, a great place to be as his biggest fan then. Tell us a bit about yourself, how did you get into this whole racket?

凯文：(笑)那么，成为他最大的粉丝的好地方。 告诉我们一些关于您的信息，您是如何进入整个球拍的？

Chris: Well, it kind of got to be familiar with a lot of SitePoint readers because I started off as a techie, I started off as an IT geek, turned into a programming and web development geek with Visual Basic—I know that’s a horrible thing for a lot of people but I loved Visual Basic—C#, ASP.net and all those things, and I worked my way up into being an all around web geek. I started sharing content so I didn’t have to keep repeating myself in communities, and that content got me book deals and speaking gigs and everything, and it just progressed from there and people started offering to pay me for stuff. I turned it into a full time job but I moved into marketing and new media in general, but yeah, at heart I’m a geek and I get paid to be a geek.

克里斯：嗯，一定要熟悉许多SitePoint读者，因为我最初是一名技术人员，最初是一名IT怪胎，后来变成了Visual Basic的编程和Web开发怪胎，我知道那太可怕了对于很多人来说，这是一件好事，但是我喜欢Visual Basic(C＃，ASP.net和所有这些东西)，然后我努力成为一个全面的网络怪胎。 我开始共享内容，所以我不必在社区中重复自己的内容，这些内容使我可以预定交易和演讲，并且一切都在进行，并且内容从此开始发展起来，人们开始提供付费给我。 我把它变成了一份全职工作，但是我通常进入了市场营销和新媒体领域，但是，是的，从本质上讲我是一个极客，而且我得到了成为一个极客的报酬。

Kevin: So this blogging stuff, your heart is in the tech side of it?

凯文：那么这个博客内容，您的心脏在技术方面吗？

Chris: No, my heart is in what it can do for you, not so much the tools, it’s what it delivers at the other end. And I’d say I’m most passionate about—even though I’m shy an inch of it—I’m most passionate about the people side actually. I was talking to Mike Stelzner who’s huge in social media now because the Social Media Examiner and Social Media Success Summit, but we both have a big interest in copywriting and we worked out that it was because of the human psychology behind it. So it comes back to people and I think that’s a key thing a lot of people can miss because of the tools and the technologies; tools and technologies are cool, I love gadgets, but it’s what it can do for you and how you can help people, I think that’s the bottom line for me.

克里斯：不，我的内心在于它可以为您做的事情，与其说是工具，不如说是工具的另一端。 我想说的是，我最热衷-尽管我对此感到羞怯-但实际上，我对人方面最热衷。 我正在与Mike Stelzner交谈，后者因为社交媒体审查员和社交媒体成功峰会而在社交媒体领域占有举足轻重的地位，但是我们俩都对文案写作抱有浓厚兴趣，并且我们发现这是由于背后的人类心理。 因此，这又回到了人们的角度，我认为这是很多人可能会因为工具和技术而错过的关键； 工具和技术很酷，我喜欢小工具，但这是它可以为您做的以及如何帮助他人的方法，我认为这是我的底线。

Kevin: So is this sort of a journey of self discovery, as strange as that sounds, but it sounds like you started as a techie but what you realized is the reason you’re passionate about the tech is the people stuff and now that’s what you’re working on.

凯文：这样的自我发现之旅听起来很奇怪，但这听起来像您是从一个技术人员开始的，但是您意识到的是对技术充满热情的原因是人的事，而这就是你正在努力。

Chris: Yeah, I’d say pretty much it was. As I say, I was an introvert and now I’ve been up talking in front of big crowds here and doing interviews with you guys. Outside of an interview you don’t frighten me, but I’m scared to death right now.

克里斯：是的，我要说的差不多。 正如我所说，我是一个性格内向的人，现在我一直在这里的大人群面前交谈，并对你们进行采访。 在面试之外，您不会吓到我，但现在我很害怕被杀死。

Kevin: (Laughs)

凯文：(笑)

Chris: So it has been a kind of a personal growth thing, and I think that that helps connect with people; we don’t come fully formed as awesome. I was looking at Brian Clark and everybody’s wanting to like touch his hem, you know, he didn’t start out that way and I could actually remember copying and pasting his articles because we were republishing his stuff on our site on a site that ended up getting bought, but we were republishing it for him to give him traffic—can you imagine that? The Copy Blogger dude needed traffic from us, well, he didn’t need it obviously.

克里斯：所以这已经成为一种个人成长的事物，我认为这有助于与人建立联系。 我们并没有完全成型为真棒。 我看着布莱恩·克拉克(Brian Clark)，每个人都想喜欢抚摸他的下摆，你知道，他不是从那开始的，我实际上还记得复制和粘贴他的文章，因为我们将他的东西重新发布到我们网站上的站点上，买了，但我们正在重新发布给他，以给他带来流量-您能想象得到吗？ Copy Blogger花花公子需要我们的流量，很明显，他并不需要它。

Kevin: Every little bit helps.

凯文：一点点帮助。

Chris: Yeah. And nobody starts full formed as awesome, and all of us are pretty much working towards that. And there’s a personal journey and a business journey and a professional journey and you turn it into your story and you share it.

克里斯：是的。 没有人能像真棒一样开始完全成型，而我们所有人都在为此而努力。 并且有个人旅行，商务旅行和专业旅行，您可以将其变成故事并与他人分享。

Kevin: So, speaking of sharing your story that’s kind of what you’re doing with this Pillars of Pro Blogging Course, give us the quick spiel on what that is.

凯文(Kevin)：因此，谈到分享您的故事(就像您正在使用“专业博客Struts课程”所做的那样)，请让我们快速了解这是什么。

Chris: So, the four pillars are content, community, traffic, and monetization, and if you’ve got all four then you’re going to achieve success, you turn the dial all the way up to 11, if you’ve only got one then you’re going to struggle. And we actually started out with Getting Started, so it’s like the first of the five it is really, Getting Started, and getting that first blog where you cut your teeth and you might throw it away afterwards or it might turn into something super cool, but everybody has to learn and start somewhere. I started by programming my own blogs, we can’t expect people to do— Learn PHP, step one! And Darren started on Blogspot, so we’re going to show people how to get that first blog going, but then the four pillars really have to kick in, you have to have content, you have to get people to look at your content, you have to build a community so you’re not constantly trying to get first-time visitors, and then you have to make some money off it so that you can sustain yourself.

克里斯：所以，这四个Struts是内容，社区，流量和获利，如果您拥有这四个Struts，那么您将获得成功，您可以将拨盘一直拨到11。拿到一个，那你就要挣扎了。 我们实际上是从《 入门》开始的 ，所以这就像是五个入门中的第一个，就是《入门》，然后是第一个博客，您在这里切齿，之后可能会把它扔掉，或者它可能变得很酷，但是每个人都必须学习并从某个地方开始。 我从编写自己的博客开始，我们不能期望人们会这么做-学习PHP，第一步！ 达伦(Darren)从Blogspot开始，所以我们将向人们展示如何使第一个博客发展起来，但是接下来这四个Struts确实必须发挥作用，您必须拥有内容，必须让人们来看看您的内容，您必须建立一个社区，这样您就不会一直试图吸引初次访问者，然后您必须从中赚钱，以维持自己的生活。

Kevin: You paint it as kind of four pillars, and ideally you have all four holding up the ceiling there, but I don’t know, it sounds like they’re in order of difficulty to me.

凯文：你把它画成四根Struts，理想情况下，所有四根Struts都固定在那里，但我不知道，这听起来像是对我来说很困难。

Chris: They kind of are, and you have to really, you have to have somewhere to put your content, but the real meat that you deliver, sorry to the vegetarians listening, but the real meat of what you deliver is your content; without the content you have no product, you have no reason to exist. But then after that you need to start engaging people because content without community means that you’re constantly trying to stop that revolving door. But then to build that community you need to grow traffic, so the community and the traffic, the promotional aspect, they have to come together really, but you need content to deliver. But it’s only once you’ve got an audience and a community that you can start monetizing it, and the way I do it is a little bit easier than the way Darren does it. He has to have a gagillion visitors to sell advertisers; I can have a smaller community and still make money because I only need one out of a thousand to buy something from me because I sell consulting and services and things like that, so I can have that “one thousand true fans” famous thing. But you do need all of them and it does go up in difficulty, everybody can do content of some sort, doing really standout content that’s a real trick that a lot of people don’t get.

克里斯：确实是这样，而且您必须确实必须在某处放置内容，但是您提供的真正的肉类，对素食者倾听感到抱歉，但是您提供的真正的肉类是您的内容； 没有内容，就没有产品，就没有理由存在。 但是之后，您需要开始吸引人们，因为没有社区的内容意味着您一直在努力阻止旋转门。 但是，要建立该社区，您需要增加流量，因此社区和流量，促销方面必须真正融合在一起，但是您需要提供内容。 但是只有在拥有受众和社区的情况下，您才可以开始货币化，而且我的方式比Darren的方式要容易一些。 他必须要有数以百万计的访客才能销售广告商。 我可以拥有一个较小的社区，并且仍然可以赚钱，因为我只需要千分之一的人就可以从我这里购买东西，因为我可以出售咨询和服务以及类似的东西，因此我可以拥有“一千个真正的粉丝”这一著名的东西。 但是您确实需要所有这些内容，而且确实遇到了困难，每个人都可以做某种内容，做真正杰出的内容，这是很多人没有的真正窍门。

Kevin: Yeah. So, talk to us about BlogWorld, this isn’t your first year here is it?

凯文：是的。 那么，和我们谈谈BlogWorld，这不是您的第一年吗？

Chris: This isn’t my first year, but actually Darren and I wrote ProBlogger, the book, together, and then met for the first time at BlogWorld, and that was strange.

克里斯：这不是我的第一年，但是实际上我和达伦(Darren)一起写了ProBlogger ，这本书，然后在BlogWorld上第一次见面，这很奇怪。

Kevin: And how many years ago was that?

凯文：那是多少年前？

Chris: That was actually last year.

克里斯：那实际上是去年。

Kevin: Last year! Man, time goes fast.

凯文：去年！ 伙计，时间过得很快。

Chris: It’s amazing. And the crazy thing is BlogWorld is like the Mecca for bloggers, but it’s so difficult for people overseas, you know this, you’re from Australia, it’s so difficult for people overseas to get to but it’s so worth it. It’s tiring but worth it.

克里斯：太神奇了。 而且，疯狂的事情是BlogWorld就像是博客作者的圣地，但对于海外人士而言，这是如此的困难，您知道，您来自澳大利亚，对于海外人士而言，如此之难，但这是值得的。 很累，但值得。

Kevin: Yeah. I think I heard an announcement this morning they said 3,500, something like that, attendees here, I definitely feel that. I’ve been in this Expo hall most of the time and it’s just been crowded, just constant streams of people going past. I suppose it’s been a very different BlogWorld for you this year than last year; you’ve had a lot of stage time.

凯文：是的。 我想今天早上我听到一个公告，他们说3,500，像这样，在座的与会者，我绝对是这样。 我大多数时候都去过世博会大厅，那里人山人海，人流不断。 我想今年对您而言，BlogWorld与去年截然不同。 你有很多的上场时间。

Chris: Yeah, I think I need to learn how to say no. (Laughter) But it’s awesome as well, and it’s like we were talking about community and relationships, these are the physical real world community relationships that you can build here, and it’s amazing that just random chance things that happen and how things can roll out of that. You need to be open to spontaneity and that means you have to put yourself out there.

克里斯：是的，我想我需要学习如何说不。 (笑声)但它也很棒，就像我们在谈论社区和关系一样，这些都是您可以在此处建立的现实世界中的社区关系，而且令人惊讶的是，偶然发生的事情以及事情如何展开其中。 您需要对自发开放，这意味着您必须放任自流。

Kevin: Yeah. I think if you hadn’t been to BlogWorld before you might think, oh, you know, it’s a bunch of bloggers getting together talking about blogging, how can I justify that trip? That’s going to be a lot of fun but what is that really going to generate as far as improving, you know, what’s the revenue on that spend? But we were saying just last night we spent x-thousands of dollars to be here and we can’t think of any other way we could have spent that money that would’ve generated the leads, the relationships, the ideas that we have generated here. It’s not just bloggers wandering around here, it’s people who work with bloggers, people who want to be bloggers, people who want to hire bloggers; there’s the whole ecosystem here, it’s amazing.

凯文：是的。 我认为，如果您未曾想过BlogWorld，那么您可能会想，哦，这是一堆聚集在一起谈论Blog的Blogger，我该如何证明这一旅程的合理性？ 那会很有趣，但是就改善而言，这真正会产生什么呢？您知道，这笔支出的收入是多少？ 但是，我们只是在昨晚说过，我们花了数千美元来到这里，我们想不出其他任何方式可以花掉那些可以产生潜在客户，人际关系和想法的钱这里。 不仅仅是在这里徘徊的博客作者，还有与博客作者一起工作的人，想要成为博客者的人，想要雇用博客者的人； 这里有整个生态系统，真是太神奇了。

Stephan: And relationships is a big thing, right, it’s great to just meet people and really get to know them. This is the first time I met Kevin in person, so it’s great to finally — I know what your face looks like but to actually meet you.

斯蒂芬：关系是一件大事，对，结识新朋友并真正了解他们真是太好了。 这是我第一次亲自见面Kevin，因此很高兴最终-我知道您的脸是什么样，但实际上要见到您。

Chris: And now you’re bitterly disappointed (Laughter).

克里斯：现在，您感到非常失望(笑声)。

Stephan: Well, we said yesterday he’s much taller than we thought.

史蒂芬：嗯，我们昨天说他比我们想象的要高得多。

Kevin: I’m outta here!

凯文：我不在这里！

Stephan: Apparently I’m bigger online (Laughter).

斯蒂芬：显然我在线上更大(众笑)。

Kevin: Well, thank you, Chris, I know you’re a man in demand; we should probably let you get back to the Expo.

凯文：恩，谢谢你，克里斯，我知道你是一个有需求的人。 我们应该让您回到世博会。

Chris: Yeah, I need to caffeinate I think now.

克里斯：是的，我现在需要咖啡因。

Kevin: Well, I hear the world’s largest coffee, they’re making an iced coffee in that vat today.

凯文：嗯，我听说世界上最大的咖啡，今天他们在那个大桶里煮冰咖啡。

Chris: You think they’ll let me drink it?

克里斯：你认为他们会让我喝吗？

Kevin: I think they’ll let you swim in it.

凯文：我想他们会让你游泳的。

Stephan: Get you a straw.

史蒂芬：吸管。

Chris: Yeah, somebody was saying next time they need foot rubs and they need an IV dip of caffeine.

克里斯：是的，有人说下次他们需要擦脚，并且需要静脉注射咖啡因。

Kevin: So, people who want to get more of Chris Garrett where do you want to send them?

凯文：那么，想要获得更多克里斯·加勒特的人，你想把他们送到哪里？

Chris: Chrisg.com, but I’m a self publicist, I’ll probably find them. (laughs) So not.

克里斯： Chrisg.com ，但我是一名自我宣传家，我很可能会找到他们。 (笑)所以不是。

Kevin: Great, thank you, Chris.

凯文：太好了，谢谢克里斯。

Chris: Good to meet you.

克里斯：很高兴认识你。

Kevin: And thanks for listening to the SitePoint Podcast. If you have any thoughts or questions about today’s interview, please do get in touch. You can find SitePoint on Twitter @sitepointdotcom, that’s sitepoint-d-o-t-c-o-m, and you can find me on Twitter @sentience. Visit sitepoint.com/podcast to leave a comment on this show and to subscribe to get every show automatically.

凯文：感谢您收听SitePoint播客。 如果您对今天的采访有任何想法或疑问，请保持联系。 你可以在Twitter上找到SitePoint @sitepointdotcom ，这是sitepoint-网络公司，你可以找到我的Twitter @sentience 。 访问sitepoint.com/podcast对该节目发表评论，并订阅以自动获得每个节目。

We’ll be back next week with another news and commentary show with our usual panel of experts.

下周我们将与我们通常的专家小组一起再次发布新闻和评论节目。

This episode of the SitePoint Podcast was produced by Karn Broad and I’m Kevin Yank. Bye for now!

这集SitePoint播客是由Karn Broad制作的，我叫Kevin Yank。 暂时再见！

Theme music by Mike Mella.

Mike Mella的主题音乐。

Thanks for listening! Feel free to let us know how we’re doing, or to continue the discussion, using the comments field below.

谢谢收听！ 欢迎使用下面的评论字段让我们知道我们的状况，或者继续讨论。

翻译自: https://www.sitepoint.com/podcast-86-blogworld-interviews-part-1/