Just how easy is it to set up a cash-generating business in the world of web 2.0? Well, with a little time on my hands to experiment, I decided to find out. And within three working days, and for a total cash outlay of ยฃ30, we are live.
A month or two back, Google unveiled a new feature which allows you to ‘create your own search engine’. Basically, you specify all the sites you do or don’t want to be included in searches, and Google does all the other boring stuff, like hosting, ranking, indexing, and all that. If you’re an expert in your field, and you know ‘all the good websites’, you can create a search function with all the benefits of Google’s expertise, all the benefits of your experience, and none of the bad stuff. It’s effectively bringing the editorial function to the chaotic anarchy of search, and the implications are truly huge.
You’re welcome, then, to www.findless.co.uk – a new editorialised search engine network. Why ‘findless’? Well, aside from hopefully being memorable, it sums up our philosophy that ‘less is more’ when it comes to search results. We’ve all seen the heatmaps: startling numbers of people instinctively click on the first search result in the list. All the more important, then, to strip out all the sites whose SEO may be great, but whose content may be lacking. Most people we’ve asked immediately think it’s an odd choice of name… but pretty soon, they get it.
We’re starting with two areas, chosen because we (my wife and I) have worked in the fields in question, and know the good sites without having to think too hard. One is health and safety, the other is education. Coincidentally, in both cases, the quality information is spread very widely, and you may not instinctively know where to look.
The homepage template features a great big search box, with a great big font – all very 2.0. Beneath, we’re running the headlines from selected websites in the field, driven largely by the sites which bother to offer RSS feeds. The effect, hopefully, is close to a pre-emptively personalised Google homepage. We’ve also stuck an Amazon affiliate box on there, just to see what happens. Type in your keyword, press ‘submit’, and Google basically takes it from there. The basic layout template is ours, but as a trained eye will instantly spot, we soon hand over control to Google, its results and its adverts.
The feedback loop is covered by (guess what) WordPress. If people want to suggest a site for inclusion on our whitelist (which we list in full), they can leave a blog comment, and we’ll have a look. But we’re maintaining absolute editorial control. If we like a site suggested by a reader, we’ll include it. If we don’t like it, we won’t. Yes of course it’s subjective, but that’s kind of the whole point.
How so cheap? We’re using hosting provided by Danish company one.com, whose basic package comes to a trifling ยฃ0.90 per month (ex VAT), for 1000MB of disk space and no (formal) bandwidth limit. Even including a ยฃ9 setup fee, and domain name registration, it still totals barely ยฃ30 for a year’s service. All accounts include a MySQL database, and are ASP/PHP-enabled. Powering the feedback loop / blog area, naturally, is the open-source WordPress and having done it a few times now, installation was a breeze. The Google function is free, paid for by their cut of the pay-per-click advertising revenue. I’m using a free PHP script to pull in the RSS feeds, and cache them. Google Analytics is keeping track of usage.
I’m not expecting this to fund my retirement; in fact, if it covers its costs, I’ll be delighted. But it’s been fun to go from zero to revenue-generating business in a matter of a few days, and a useful learning experience. I’m more convinced than ever that tools like PHP and WordPress are the future of small and even mid-sized websites for individuals and businesses. The cost of raw materials is, increasingly, negligible if not zero… but the need for experienced experts is paramount.
I’d love to hear what people think of it (unless you want to complain about the formatting problem in IE6… I know all about it already, thanks!). Please leave a comment, either here or on the findless blog.