Web Strategy Analysis (Part 2/2): Homepage Breakdown of Tech-related Personal blogs in Technorati 100

You must read this first to understand this post: Yesterday, in my previous analysis, I did some homepage breakdowns for the top 10 blogs in Technorati. In the comments, I was asked to make a conclusion or a suggestion to what I found. I looked at the top personal blogs in the 100 rank and found far less advertising.

Criteria
The following blogs meet these requirements:

  • Personal Blogs (written by one person)
  • Focus on Technology (it would be too much work to do all personal blogs)
  • In the Technorati Top 100
  • Methodology
    Same as yesterday, I took screenshots and put overlays for five categories: identity, navigation, search, content, and advertising.

    [Finding: The Top 10 Blogs in Technorati resemble online eMagazines, and have more homepage advertising than the tech related single authored blogs in the Top 100]

    Findings, Conclusions, and Analysis:

  • Tech related personal blogs in the Technorati 100 have far less advertising than the top 100 blogs by average, compare the “red zones”.
  • All of the top 10 related blogs are written by groups, some resemble online magazines more than a personal blog.
  • It’s being debated in my comments if having advertising reduced the credibility of a blog

  • 17) Guy Kawasaki
    How to Change the World Entrepreneurship, marketing, venture capital, & evangelism
    Authority: 8,760
    Homepage Analysis: Guy Kawasaki


    33) Robert Scoble
    Scobleizer
    Authority: 6,681
    Homepage Analysis: Robert Scoble


    54) Jason Kottke
    kottke.org : home of fine hypertext products
    Authority: 5,219
    Homepage Analysis: Kottke


    65) Joel Spolsky
    Joel on Software
    Authority: 4,808
    Homepage Analysis: Joel of Software


    73) Steve Rubel
    Steve explores how technology is transforming marketing, media and public relations.
    Authority: 4,508
    Homepage Analysis: Steve Rubel


    95) Hugh MacLeod
    gapingvoid: “cartoons drawn on the back of business cards”
    Authority: 3,710
    Homepage Analysis: Gaping Void

    Please view Part 1: Top 10 blogs for comparison. Let me know what you think. It made techmeme.

    • Pingback: Web Strategy by Jeremiah » Web Strategy Analysis (Part 1/2): Homepage Breakdown of the top 10 Blogs()

    • This is fascinating. It almost seems that advertising legitimizes the very top properties. It would be interesting if one of the mid-100 bloggers strategically targeted the top ten via additional corporate sponsorship of their blog. Great stuff!

    • Geoff, glad it was helpful.

    • All of these sites, while they may not advertise through a banner of online ad, are still advertising something (themselves, their companies, their products)

    • Be interesting to know if having photos on the Identity part is a good or a bad thing 🙂

      Adevertising probably increases the impression of being a “big swinging blog” – as otherwise it would not attract Ads – but will inevitably raise questions about objectivity.

    • @ Nik

      You are so right. I would call that “Marketing” not advertising. They are weaving their influence into their stories. That’s cluetrain.

      @ Alan, those are the very questions I asked, but cannnot answer without more research

    • Pingback: Dan Blank: Publishing, Innovation & the Web » Blog Archive » Content Type Breakdowns on Top Blogs()

    • Star Aasved

      The criteria listed seems a bit sketchy – is most popular also part of the decision-making process in terms of determining the top ten? Is that the “authority” number?

    • Yup Star, it’s using Technorati’s authority ranking

    • Simon B.

      guy kawasaki x y
      total 500 317
      purple 171 31
      purple 54 36
      red 70 120
      blue 63 50
      yellow 61 39
      green 177 254
      Totals: green 28%, whitespace 62%, purple 5%, red 5%, blue 2%, yellow 2%.

      kottke x y
      total 500 317
      purple 104 13
      red 119 78
      blue 82 11
      blue 118 80
      blue 123 117
      green 160 287
      Totals: green 29%, whitespace 50%, purple 1%, red 6%, blue 16%, yellow 0%.

      micro persuation x y
      total 500 317
      purple 186 27
      purple 67 106
      red
      blue 65 112
      yellow 68 41
      green 265 264
      Totals: green 44%, whitespace 45%, purple 8%, red 0%, blue 5%, yellow 2%.

      Content to whitespace ratio: guy kawasaki 74%, kottke 57%, micro persuation 80%. In general it seems the top 10 spend more of the visuals on non-content, than the less popular ones. Also looking at online newspapers, they tend to have the content in tiny content areas and lots of less interesting stuff around. (Does perhaps the distribution of content to whitespace ratio follow the distribution of website popularity?)

    • Simon B.

      guy kawasaki x y
      total 500 317
      purple 171 31
      purple 54 36
      red 70 120
      blue 63 50
      yellow 61 39
      green 177 254
      Totals: green 28%, whitespace 62%, purple 5%, red 5%, blue 2%, yellow 2%.

      kottke x y
      total 500 317
      purple 104 13
      red 119 78
      blue 82 11
      blue 118 80
      blue 123 117
      green 160 287
      Totals: green 29%, whitespace 50%, purple 1%, red 6%, blue 16%, yellow 0%.

      micro persuation x y
      total 500 317
      purple 186 27
      purple 67 106
      red
      blue 65 112
      yellow 68 41
      green 265 264
      Totals: green 44%, whitespace 45%, purple 8%, red 0%, blue 5%, yellow 2%.

      Content to whitespace ratio: guy kawasaki 74%, kottke 57%, micro persuation 80%. In general it seems the top 10 spend more of the visuals on non-content, than the less popular ones. Also looking at online newspapers, they tend to have the content in tiny content areas and lots of less interesting stuff around. (Does perhaps the distribution of content to whitespace ratio follow the distribution of website popularity?)