“YouTube needs people to spend all day watching videos,” says Romuald Fons, an entrepreneur and YouTuber, with 721,000 subscribers to his channel on how to get websites rated in Google’s top search results.
Fons, 43, from Barcelona, knows all about YouTube. He spent two years maneuvering his channel into position and analyzing other channels to see what works best. His most viral video wasn’t even related to digital marketing – it was about how he got a six-pack in six months. “It was an experiment,” he explains to EL PAÍS from his office in Barcelona’s Poblenou neighborhood.
In December, he put all his advice in a course called CreceTube, which he sold for a week for €700 as a special introductory offer. Around 1,500 people bought it, according to the documents Fons showed to EL PAÍS, earning him over €1 million in seven days.
Attention-harvesting algorithms that promote extreme viral and extreme content are the subject of growing controversy. YouTube is one of the main platforms accused of pushing users into ever more radical political positions by promoting increasingly outrageous videos to keep them hooked.
But this is not Fons’ field of concern. “YouTube’s algorithms can be hacked,” he says. “It’s not like Google [YouTube and Google are owned by the same company, Alphabet]. Google has to show the user what they want to find because otherwise, they will stop using it. YouTube promotes clickbait [content designed to drive traffic to a website] in an extreme way.”
His course is for people who are starting out on YouTube and want to grow their audience. It includes tricks with names like SEOshock, Instaclick and SEOcreto to improve video content and rankings – if you type “YouTube course” into Google and YouTube, Fons’ videos are in the top results. “I’ve bought every course there is and I explain things that have never been explained,” he says. “We explain how to use Google so you know what type of content to create.” Among the comments on the course, there are, of course, users who think it’s a scam, and have created their own YouTube videos with their own explanations. But Fons is unfazed: “Clickbait is what you have to do,” he says.
Neither is Fons concerned about the Spanish YouTubers who make off to Andorra for tax reasons. “It’s not my place to give my opinion on what they do,” he says. “I am not strictly a YouTuber. I am an entrepreneur who has a YouTube channel. It is different. In my case, the money coming in is part of the business. I generate wealth in Spain and will continue to be taxed here. I don’t have that option [to go to a tax haven]. If I wanted to do that I would have to take advantage of legal loopholes and I’m not going to.”
Fons’ main global competitor is the Briton Neil Patel, who has 100,000 more subscribers than Fons but fewer total views despite having posted more videos. Forty percent of Fons’ audience is in Latin America – YouTube provides YouTubers with this kind of data in the form of graphs. “It has one that shows the average retention of all YouTube videos of the same length as yours,” he says. “If your video is above average, it promotes you.”
Rags to riches
Fons’ recent success is the latest step forward in a long, and not always successful, career in digital marketing that started in earnest in 2013 when he decided to specialize in search engine optimization (SEO) – the name given to strategies to increase website traffic from search engines. Today SEO is a basic tool for most companies with digital interests: businesses that do not appear on page one of Google’s results, do not exist. Now, as Fons points out, the coronavirus pandemic has meant that even long-established businesses have had to close their doors if they have failed to devise a digital strategy.
In January 2013, Fons did nothing but create websites in order to get them to show up in Google searches, place ads on them and attract hits. The first month, he created 10 websites and made €2.48. He could be forgiven for feeling discouraged.
But, the self-taught Fons plowed on. In order to learn which criteria Google rewarded in its results, he ended up creating 1,430 websites. Each one had something different. “I was seeing which ones worked well and which ones didn’t,” he says. “I started to create my own positioning strategy.”
The choice of sites was not random. He looked for the ones that had the most searches and paid the most for ad clicks: “Paella, Inem courses [courses run by the National Institute of Employment], outlets,” he says. “For recipes, I had the 220 keywords with the most traffic: mojitos, baked chicken….” Fons wrote the content for each page and used Adsense, a Google tool, to fill the pages with ads. When someone clicked, Fons earned money. Within a year, he was earning €1,500 a month. In 2016, three years after starting out, he was making more than €18,000 a month.
Put like that, it sounds easy, but Fons scarcely made €1,300 in the whole of 2013. At the time, he was living in Spain’s Valencia region and was making a living by writing texts at night for €4 each for the website, Fiber.
Fons’ story is typical of a tech entrepreneur – he’s had several failures, has fully committed to getting better at what he does, has made a video that leads to something new and has put in long working hours. His first failure was as a student and musician. After enrolling to study architecture, he left university to go on a six-year tour as a singer of a band called Rembrandt42, which is still on the music-streaming site Spotify. He met his ex-wife during a concert and, subsequently settled down to a job at a family-run water treatment company. “We were cleaning legionella tanks,” he recalls.
But Fons had big dreams. “I wanted to do like [Facebook founder Mark] Zuckerberg and blow things apart,” he says. First, he created a social network for collectors, called Nakoko. “It wasn’t much of a start-up,” he says. “It was just me putting all my work and money into it. I went totally broke.” After that, he tried to set up a Spanish eBay, called lovende. “I got even more broke,” he says. “When I couldn’t even afford to pay for my son’s optional vaccinations, everything changed. They cost €80 and I didn’t have the money. That’s when I stopped blaming others.”
During this period, he had, however, learned something about SEO and digital marketing. Then he saw a video of entrepreneur Pat Flynn, who was earning passive income from Google. “I thought, if this guy can do it, so can I,” he says.
“Companies would call me and ask me why I was being ranked above them,” he says. “That’s when I set up the agency.” After two years of quietly carving his own niche, he began to make a name for himself. Now, his business BIGSEO Agency, has a staff of 41. Each client pays him more than €30,000 a year for his services. In 2020, his company had a turnover of €4 million.
Thanks to his own personal journey, Fons has been able to observe the evolution of SEO. Google has always aimed to be the gateway to the internet. If the search engine didn’t work well, users would not be using the site millions of times a day. According to Fons, typing in the keywords is no longer enough. Google should also know whether someone searching for Nike sneakers wants to buy a pair for running or is an Air Jordan collector. “It’s about understanding the user’s intent even if the keyword isn’t there,” he says. “Whether the search is for boilers or cheap flights, the question is – what’s the problem?” Google will reward whichever website knows how to answer this best. “Getting customers for boilers is no longer about positioning ‘boiler service’ in Google,” he clarifies.
As a YouTuber, Fons has been a public figure with an impact on thousands of people. His community of followers is called Marketing Furious and they have a Facebook page with 75,000 members. That has also led him to address mental health issues that members of his community are increasingly open about. “Our brains are not wired to absorb thousands of opinions about us a day,” he says. “YouTuber El Rubius is under brutal pressure. But over a thousand people have paid me more than €700 to teach them something. The pressure is cranked up. Your subconscious gets the better of you. You think you’re strong and you can do it, but you can’t.” Fons has also encountered angry followers out and about. “When you have millions of views, anything can happen,” he says. “Think of a full Barça [soccer] stadium; 100,000 people. I’m sure there are 10 that are nuts.”
Fons is focused on video survival in an era when the apps TikTok and Instagram Reels are taking off. In his favor, his old videos keep popping up at the top of digital marketing searches. “On the other networks, you make a video and after eight hours no one sees it,” he says. “You can reach an audience, but turning it into a business is another matter. TikTok is all about short attention spans.”
Twitter Blue subscription service launches in Australia and Canada
Twitter is launching its new subscription service, Twitter Blue, in Australia and Canada on Thursday.
The paid-for extra service will add features such as an “undo tweet” button, bookmarks, and a reader mode, Twitter said.
The limited launch is designed to “gain a deeper understanding” of what customers are looking for.
But the company also said the free-to-use version of the platform would also remain.
“We’ve heard from the people that use Twitter a lot, and we mean a lot, that we don’t always build power features that meet their needs,” the company said in a statement.
“We took this feedback to heart, and are developing and iterating upon a solution that will give the people who use Twitter the most what they are looking for: access to exclusive features and perks that will take their experience on Twitter to the next level.”
Twitter said the new subscription was not designed to undermine the free experience, but to offer “enhanced and complementary” features “for those who want it”.
It will cost $3.49 in Canadian dollars and $4.49 in Australian dollars per month, Twitter said.
No date has been announced for other countries, but previous listings in mobile app stores have suggested it will eventually cost $2.99 in the US and £2.49 in the UK.
Twitter said subscribers will get “perks” – giving examples such as customisable app icons for phone home screens and what it calls “fun colour themes” for the app.
But they will also have access to a “dedicated” customer support, the company says.
The additional features that Twitter says were inspired by user requests include:
- Bookmark folders, designed to help users organise saved tweets more easily
- Undo tweet, which will let users set a timer of up to 30 seconds after posting before it appears publicly – to allow quick correction of obvious mistakes
- Reader mode, which turns long threads of tweets into easier-to-read text
“We will be listening to feedback and building out even more features and perks for our subscribers over time,” it said.
It does not, however, include verification in the form of a “blue tick” on a user profile, which cannot be bought.
Twitter recently re-opened its verification applications for the fist time in years, but was forced to shutter the programme for a few days after just a week of accepting them, because it was inundated with requests.
Twitter made no secret of plans to charge its top users a small fee for some extra perks – but it’s only dipping its wing in the water for now.
The much-asked-for undo tweet button is undoubtedly top of the list, for all of us who’ve ever had a screamer of a typo, or – even worse – accidentally tweeted something we meant to search for.
But other features are squarely targeted at the Twitterati elite.
When Twitter bought web reader firm Scroll in May, it made a big deal about Twitter being for news and discussion. Bookmarks and the reader feature for long threads are firmly targeted there.
And for good reason.
Twitter’s growth in active users has slowed in recent years – a potential problem for any social network, where perceived value is often based on numbers. Twitter has never had the users that Facebook has – it boasts hundreds of millions, but not billions.
But many of its biggest users are media personalities, politicians, and business leaders – the type of people for whom a small monthly fee might not be too much to ask.
This is new territory. Unfounded rumours that Facebook might one day ask for a fee have led to digital panic in the past – so Twitter’s two-country opener is a test to see if the idea will fly.
Read from source: https://www.bbc.com/news/technology-57348456
Flubot: Warning over major Android ‘package delivery’ scam
A text-message scam that infects Android phones is spreading across the UK, experts have warned.
The message – which pretends to be from a package delivery firm, prompts users to install a tracking app – but is actually a malicious piece of spyware.
Called Flubot, it can take over devices and spy on phones to gather sensitive data, including online banking details.
Network operator Vodafone said millions of the text messages were already being sent, across all networks.
“We believe this current wave of Flubot malware SMS attacks will gain serious traction very quickly, and it’s something that needs awareness to stop the spread,” a spokesman said.
Customers should “be especially vigilant with this particular piece of malware”, he said, and be very careful about clicking on any links in a text message.
The malware also has the ability to send more text messages to an infected user’s contacts, helping it spread.
“The seriousness of these malicious text messages is underlined by Vodafone making the decision to alert its customers,” said Ben Wood, chief analyst at CCS Insight.
“This has the potential to become a denial-of-service attack on mobile networks, given the clear risk that a rogue application can be installed on users’ smartphones and start spewing out endless text messages.
“The broader risk for users is a loss of highly sensitive personal data from their phones,” he added.
While text message scams claiming to be about a package delivery firm are common, they have mostly focused on phishing – trying to trick the user into filling in a form with bank details and other information.
This newest wave differs because it tries to install malicious software on the phone itself – and because of the scale of its spread.
One version of the scam reported online pretends to be a text message from DHL, with a link to a website for parcel tracking.
If someone using an Android phone clicks on the link, they will be taken to a page “explaining” how to install the parcel tracking app using something called an APK.
APK files are a way of installing Android apps outside of the secure Google Play store. By default, such applications will be blocked for security reasons, but the scam page includes instructions on how to allow the installation.
That can be confusing, as there are some niche genuine cases for installing those kind of apps – such as downloading the Fortnite video game, which was removed from the official app store amid a major legal row between its owner and Google.
Apple iPhone users are not affected as those phones cannot install Android APKs.
In a blog post detailing the scam, security expert Paul Morrison wrote that he expects the “success rate would be low” due to the hurdles involved.
But he said: “With the number of SMS being sent out, just a 0.1% success rate could be very profitable.”
The Flubot malware has also spread in other countries in recent months – notably Spain, Germany and Poland.
Industry body Mobile UK said it was “pro-actively co-ordinating its response with the National Cyber Security Centre (NCSC) to minimise any potential damage”.
Users who receive a suspicious message should forward it to 7726 to report it, a spokesman said – and then delete the message.
Read from source: https://www.bbc.com/news/technology-56859091
Apple Christmas sales surge to $111bn amid pandemic
Apple sales have hit another record, as families loaded up on the firm’s latest phones, laptops and gadgets during the Christmas period.
Sales in the last three months of 2020 hit more than $111bn (£81bn) – up 21% from the prior year.
The gains come as the pandemic pushes more activity online, fuelling demand for new technology.
Apple now counts more than 1.65 billion active devices globally, including more than 1 billion iPhones.
Apple’s gains follow the release of its new iPhone 12 suite of phones, which executives said had convinced a record number of people to switch to the company or upgrade from older models.
The firm said growth in China – where the pandemic has already loosened its grip on the economy – was particularly strong, helped in part by demand for phones compatible with new 5G networks.
Sales in the firm’s greater China region, which includes Hong Kong and Taiwan, jumped 57%. In Europe, sales roles 17%, and they rose 11% in the Americas.
“The products are doing very well all around the world,” said Luca Maestri, Apple’s chief financial officer. “As we look ahead into the March quarter, we’re very optimistic.”
Analyst Dan Ives of Wedbush Securities said he thought the firm was just at the beginning of a “super-cycle” as Apple devotees finally trade in old phones, coinciding with upgrades to telecommunications networks.
“With 5G now in the cards and roughly 40% of its ‘golden jewel’ iPhone installed base not upgrading their phones in the last 3.5 years, [Apple chief Tim] Cook & Co have the stage set for a renaissance of growth,” he wrote.
Big Tech is having an exceptionally lucrative pandemic.
It’s hard not to be wowed by some of these figures.
That Apple recorded more than $100bn in sales in just three months is simply astonishing.
Facebook figures are also well up on where they were last year.
As other companies have struggled to survive, Big Tech has flourished.
There are other reasons for some of these incredible figures. Certainly it seems iPhone enthusiasts were holding out for the new 5G enabled iPhone12.
But it’s not just Apple and Facebook, all of the massive tech companies are having a bumper year.
Covid-19 means people are spending more time indoors – buying things online, watching things online and chatting online.
Perhaps then it’s no surprise that these companies are posting record breaking figures.
But others point to these figures as yet more evidence that Big Tech has become too big to fail.
These figures are impressive. But they also attract the attention of politicians who are increasingly asking difficult questions – like are these tech mega companies operating in a market that is fair and with enough competition?
Facebook Apple feud
Apple said profits in the quarter reached nearly $28.8bn, up 29% compared with the same quarter last year.
The gains seen by technology firms like Apple contrast with losses hitting many other economic sectors, as the virus restricts activity and keeps shoppers at home.
Other tech firms, such as Microsoft and Facebook, have also enjoyed strong growth.
Facebook on Wednesday said increased online shopping during the pandemic helped lift ad revenue in the quarter by 30%.
The number of people active on its apps – which also include WhatsApp and Instagram – also rose to 2.6 billion daily, up 15% compared to 2019.
It said ad spending could slow as the Covid crisis relaxes and shopper appetite returns for services like travel rather than products.
It also warned that plans by Apple to change how it shares user data could weigh on growth.
Read from source: https://www.bbc.com/news/business-55835504
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