Archive for October, 2008

Everything I needed to know about running a business I learnt from Warcraft.

warcraft2screenshot 272x300 Everything I needed to know about running a business I learnt from Warcraft. imageBack in the old days before video game sequels became all the rage, well before online gaming and 3D became all the rage, there was a game called WarCraft put out by Blizzard. The game was one of the first quality war games which allowed you to build up an army and defeat opponents in head to head combat. 

I was pretty at it and what I learnt from playing Warcraft directly lead to my understanding of how to run a successful business.

Chop Chop

First, ask a lot of Warcraft players what the most important character is and they’re tell you the knights but personally, I knew it to be the Peon’s. These little guys had no armor, could do little damage and didn’t stand a chance in combat but what they could do is make you money. 

I once attended a seminar at the University of New Brunswick hosted by New Brunswick Innovation Foundation in which the guest lecturer (Barry Lydon) made a starting statement. In just a few easy lines, he outlined the secret to business success using Schulmann’s laws of cash flow:

 

  1. Fast Money is better than Slow Money. In WarCraft this was critical, getting your Peons to the mines and back to a place to drop if off made for higher incomes and with more money, you could build larger armies. In business, having your clients play you today rather than in 30 days also allows you to buy better equipment and employ staff reliably.
     
  2. Safe Money is better than Risky Money. Sometimes in WarCraft it was impossible to find a safe source of income but if you could it would save you from horrible disaster at the hands of marauding opponents. In real life? A friend once told me clients who might not pay their bills are not clients, they’re time thieves and just like marauding Orc bands, they’ll kill your business in the end. 
     
  3. More Money is better than Less Money. With two gold mines to choose from, in the game you always picked the mine with a larger quality of gold to mine. Similarly, in real life if you have to choose between two projects it’s important to select the one which ensures a steady income stream.
     
  4. Never run out of Money. Ever run out of money in WarCraft? It ends badly, quickly. Ditto for real life.

Now, those four rules may seem pretty simple but in WarCraft much as in life you need to have a strategy for dealing with opportunities. Before I venture into a business decision I look at those four rules and ensure that at least three of the four are met. 

Here are a couple of situations in which you can use these rules to guide your decisions:

WarCraft Situation: You have 5,000 gold but your mines have run dry. To get access to more gold you’ll have to run a group of Peons close to enemy territory which would leave part of your village undefended. Since you have money (#4) and the situation is risky (#2) this opportunity is not worth the risk. If on the other hand you didn’t have resources, the risk would be worth it.

Business Situation: A prominent local business with a reputation for taking 90-120 days to pay their bills offers you a contract worth great money but only if you meet a deadline. This is a risky business move (#2) and will take a long time for money to arrive (#1) but is also dependent on how much money you currently have (#4). 

While running a business is never easy, using these four simple rules and remembering your training from WarCraft, you should be able to build a successful and prosperous company.

(btw, this article is about the original WarCraft so if you’re looking for cheap wow accounts, you should look elsewhere.)

Book Review: Content Rich by Jon Wuebben

contentrich 126x300 Book Review: Content Rich by Jon Wuebben imageRecently I won a copy of Content Rich by Jon Wuebben from Andy Beal’s website the Marketing Pilgrim. First off, let me say a huge thank you to Andy for running the contest and that I received the book yesterday. In fact, I didn’t put it down and finished reading it this morning. Now my dog eared, sticky noted copy of this great book is going to sit on my book shelf for a few days while I absorb the contents and then I’ll reread it paying extra attention to my own comments I wrote the first time through.

In his book, Jon covers a lot of ground with an emphasis on ensuring content is unique, interesting and above all focuses on the reader. Think of it as user-centric writing for the new age. He also talks about how to use blogs to sell your product and reminds us that recommendations are a powerful sales generator:

 “Blogs are really great for another big reason: consumers end up buying from your compnay not because of you so much, but because of what other consumers are saying about your product or service, in the blog. ”

Buy Online: Content Rich: Writing Your Way to Wealth on the Web Book Review: Content Rich by Jon Wuebben image

There are a couple other strong reviews for the book at the KISS Business and Business and Blogging that I recommend taking a look at.

WordPress from contests to templates, and a cool pumpkin to boot.

I found a couple of interesting WordPress websites today, there’s an ongoing competition going on but I think Eric has to win for the best WordPress website today, he’s done a great Pumpkin carving that is sure to amuse even Matt. Speaking of WordPress, if you’re looking for a WordPress expert for your next job you’re looking for some freelance WordPress work, you should take a look at http://jobs.wordpress.net.
On a more technical note, there was an interesting piece about stripping classnames in WordPress which pointed to a couple of great sources to how to fix this problem at MaisonBisson.com. And of course, a lot more press about the LinkedIn plugin here and here.
To wrap it up today … 21 WordPress themes:

Turning your menu list into menu buttons

menu1 Turning your menu list into menu buttons imageOver a couple of tutorials I showed you how to turn a simple list like the one here into a horizontal menu and how to add rollover effects to that menu so that your list items made it clear to users that they could click them.

Now, let’s take a look at using some simple CSS tricks to turn your list items into menu buttons.

The HTML

menu2 300x97 Turning your menu list into menu buttons imageWe’re going to use some pretty basic HTML to accomplish this task:

<div class=’menu’>
<ul>
<li><a href=’index.php’ title=’Home’>Home</a></li>
<li><a href=’about.php’ title=’About Me’>About Me</a></li>
<li><a href=’contact.php’ title=’Contact Me’>Contact Me</a></li>
</ul> 
</div> 

The CSS

The CSS to create the buttons is found entirely in the <li> functions of the CSS, with only minor modifications to the CSS used in our last tutorial for the a:hover and a:action state.

.menu ul {
list-style: none; /* removes the • from the list items*/
text-align: center; /* centers the list items */
}

.menu li {
font-family: “Lucida Sans”, Arial, Helvetica, Geneva, sans-serif;  /* sets the font of the menu */
font-size: 12px;  /* sets the size of the font */
display: inline;  /* makes the menu items float beside each other */
margin: 0px 10px 0px 10px;  /* leaves 10px of space between the items */
font-weight: bolder;  /* makes the font bold */
background-color: #999999;  /* sets the background to dark grey */
padding: 5px;   /* adds some space around the words */
border: 1px solid #000000;   /* makes the border black */
}

.menu a:link {
color: #000000;  /* hyperlink color is now black */
text-decoration: none;   /* remove the underline */
}

.menu a:hover {
color: #cccccc; /* change the color to light grey */
}

.menu a:active {
color: #ffffff;  /* change the color to white */
}

There you have it, a horizontal menu with rollovers using just HTML and CSS.

Adding Rollovers to your HTML without JavaScript

In my last tutorial I showed you how to build a simple horizontal menu in HTML with only a few lines of CSS. Let’s take that same HTML code and use it to increase usability and improve the overall look of your site.

The HTML

This is the same HTML used in our last article:

<div class=’menu’>
<ul>
<li><a href=’index.php’ title=’Home’>Home</a></li>
<li><a href=’about.php’ title=’About Me’>About Me</a></li>
<li><a href=’contact.php’ title=’Contact Me’>Contact Me</a></li>
</ul> 
</div> 

The CSS

In CSS there are a few different states an anchor tag (<a>) can be. You can be:

 

  • a:link – the default state
  • a:visited – after you’ve been to the page
  • a:active – after you’ve clicked it but before you’ve left the page
  • a:hover – when your mouse is over the link

 

To make a page truly optimized for usability we can change the state these menu items appear in.

.menu a:link {
text-decoration: none;
color: #FF0000;
border-bottom: dotted 1px #FF0000;

newmenu 300x72 Adding Rollovers to your HTML without JavaScript imageThis CSS changes the color of the links to Red (#FF0000) and removes the underline from the links. Personally, I don’t like the default underlines so I like to replace them with a dotted line instead.

Next we want to assign a special event when the user has placed their mouse over one of your text items. To do this, we affect the a:hover CSS. Also, while I’m in there I am going to add a special event to the a:active CSS which will change the color when the user clicks the link but before they leave the page. This ensures they know they’ve clicked the link.

.menu a:hover {
color: #0000FF;
border-bottom: dotted 1px #0000FF;

.menu a:active {
color: #00FF00;
border-bottom: dotted 1px #00FF00;

Using the two states above, the user is now aware that they’ve entered a clickable zone because the link changes color and when they click the option, it changes color again to let them know they’ve clicked. There you go, three simple CSS commands to make your page more usable.

Using CSS to build a horizontal menu

picture 11 300x192 Using CSS to build a horizontal menu imageOne of the most common questions I get asked is how to build a simple menu like the one at the top of my website, using pure HTML and CSS. Actually it’s wonderfully easy and I’m happy to share the process with you.

The HTML

First, you’ll need to write the proper source HTML for the menu to work. I use unordered lists <ul> with list item <li> tags to build the menu items, this is in keeping with web standards and ensures compatibility across multiple devices.

The code a typical menu should look something like this:

<div class=’menu’>
<ul>
<li><a href=’index.php’ title=’Home’>Home</a></li>
<li><a href=’about.php’ title=’About Me’>About Me</a></li>
<li><a href=’contact.php’ title=’Contact Me’>Contact Me</a></li>
</ul> 
</div> 

The CSS

Now, with the basic HTML out of the way we have to take a look at the CSS codes we need to make the menu work, and how each of the does it.

We want to define the menu as a class, not an ID since we might want to reuse the code in both the header and the footer. An ID can only be used once on a page, were a class can be used multiple times. There is no actual code for the menu tag, it’s just a holder for us.

The <ul> tag on the other hand needs to be altered. To do this, we add the following code:

.menu ul {
list-style: none;
text-align:center;
}

Simply put, let’s get rid of the bullet (•) and center the content. Next we need to tell the <li> tags to sit side by side instead of appearing as a list, and we need to make sure they don’t bump into each other.

.menu li {
display: inline;
margin: 0px 10px 0px 10px;
}

There we have it, a table-less menu which appears in the center of your site in just a few lines of CSS.

Using WordPress with LinkedIn and developing custom themes.

If you’re not already using LinkedIn, you should take a look at the business networking tool. LinkedIn is a cross between Facebook and Monster, a social networking website designed to help build your professional career and maintain professional contacts. You can even using the WordPress for LinkedIn plugin to automatically your profile with the latest posts from WordPress.

There’s an interesting comparison of WordPress vs. MovableType with an interview featuring Matt Mullenweg, the article takes a good look at using MovableType for larger websites. Remember if you’re using WordPress for large volume websites you’ll definitely want to read my piece on speeding up WordPress.

There’s a lot of theme reviews done with an eye for design but I really enjoyed themes for developers which takes a look at some themes with more power and a developer focus. Speaking of themes, there’s a great 10 step guide for improving your own WordPress install, it goes over the process of how to improve your WordPress site in the most basic terms for new users. Lunarpages announced their WordPress theme winners today, there’s a lot of great looking work so check them out this morning but if you’d rather develop one for youself there’s a great tutorial for you at developing a Wordpress theme from scratch as well as an interesting review of Artisteer.

Usability is a huge part of my consulting business and WordPress just released a study of their own at Usability Testing Report that takes a look at why the admin for WordPress took on such a major revamp.

Fixing duplicate content so Google doesn’t see it.

google duplicate content 300x177 Fixing duplicate content so Google doesnt see it. imageThere are a lot of blogs you’ll find with an invaluable code snippet designed to ensure Google only indexes the posts on your website and does not duplicate the categories and tags pages, unfortunately the code they’re using has a critical flaw as you’ll see by viewing my Google Webmasters Tool report to the right. Even using the tool, I keep getting duplicate content notifications.

The code is here:

<?php if(is_home() || is_single() || is_page()){
echo ‘<meta name=”robots” content=”index,follow”>’;
} else {
echo ‘<meta name=”robots” content=”noindex,follow”>’;
}?>

You can find it on a ton of blogs:

It places the <meta name=”robots” content=”noindex,follow”> code on any page which is not your home page, a content page or post page. On those pages it places <meta name=”robots” content=”index,follow”> which tells robots to crawl the page to be included in their database. This is great except, what happens when you create a post that’s in two categories on your website?
My post, Meta Tags that Kill Your Blog is found at:
  1. http://www.thisismyurl.com/wordpress/meta-tags-that-kill-your-blog/ and;
  2. http://www.thisismyurl.com/web-advice/meta-tags-that-kill-your-blog/
Google is counting this page twice and will most likely assume that I’m trying to pull a fast one on the robot when in fact, I’m simply trying to help users by listing the content in two categories. The solution? We have to tell Google to ignore one of the two posts.
To accomplish this, we need to first edit the earlier code sample to give us a place to add our new code:
  

if(is_home()) {echo ‘<meta name=”robots” content=”index,follow” />’; }
elseif(is_page()) {echo ‘<meta name=”robots” content=”index,follow” />’; }
elseif(is_single()) {
} else { echo ‘<meta name=”robots” content=”noindex,follow” />’; }

 

Now we know that we’re on a single (that’s a post) so we can test to see if content is unique. I struggled with how to do this but finally decided that the first category would have to be the most important category, hopefully that’s the best way but I’m always open to suggestions.
  

$category = get_the_category();
if(strpos($_SERVER['REQUEST_URI'],$category[0]->category_nicename.”/”)>0) {
echo ‘<meta name=”robots” content=”index,follow” />’;
} else {
echo ‘<meta name=”robots” content=”noindex,follow” />’;
}
What I’ve done is tested to see if this is the first category ($category[0]) and checked it’s nice_name against the current URL. If we’re on the URL of the first category … we tell Google to index our content, otherwise we tell it to ignore our content. I’m sure that I’ll have to fix this at a later date but it’s worked so far. If you have a better way to do it, let me know.
Here’s the final code:
if(is_home()) {echo ‘<meta name=”robots” content=”index,follow” />’; }
elseif(is_page()) {echo ‘<meta name=”robots” content=”index,follow” />’; }
elseif(is_single()) {
$category = get_the_category();
if(strpos($_SERVER['REQUEST_URI'],$category[0]->category_nicename.”/”)>0) {
echo ‘<meta name=”robots” content=”index,follow” />’;
} else {
echo ‘<meta name=”robots” content=”noindex,follow” />’;
}
} else { echo ‘<meta name=”robots” content=”noindex,follow” />’; }

How to center content with CSS and HTML

All too often I’ve found inexperienced designers using <table> tags to center content on a website, they always have the same reasoning and while I appreciate they didn’t know the proper way to do it, that’s no excuse.

First, let’s all accept that <table> tags are designed for one thing and one thing only … tabular data. You wouldn’t use a spread sheet to design a business card, so don’t use a table to design a website.

Now, if you’d like to center a website across all browsers there’s a few things that you’re going to need to do.

The HTML

First, in your HTML you need to create some <div> containers. Here’s all you need:

<body>
<div id=’container’>
Content
</div>
</body>

The CSS

Next, you need to write the CSS code to center your content:

body {
text-align: center;
}

#container {
margin: 0px auto 0px auto;
text-align: left;
width: 80%;

There you go, that’s all you need to center a page using pure HTML and CSS.

How does it work?

The CSS file instructs the <body> tag to center the content using the text-align option. Then, it tells the <div> tag named container to do three things:

  1. Set the margins to nothing at the top and bottom but automatically find the right and left. In CSS this is represented by margin: top right bottom left.
  2. Next, realign the text to the left. Since we’re using Cascading Style Sheets the effect of the earlier text-align: center would otherwise affect our text.
  3. Finally, set the width of our page container to 80%.

WordPress 2.6.3 release

It’s just an itty bitty problem but WordPress has released an upgrade to solve a potential issue with one of their libraries. This is why I enjoy working with WordPress, even with the crunch to release 2.7 in November they still take the time to fix little issues in 2.6.

On a side note, this may be the last time any of us have to manage an upgrade ourselves. As of the new 2.7 WordPress will feature an automated update system.

Reflective image effect in Adobe Fireworks

Original Image

Original Image

I just wrapped up a tutorial of how to create a reflective image in Photoshop but then I got thinking how much I love Adobe Fireworks so why don’t I have a tutorial for it as well?

So, the first thing that we’re going to need to do this tutorial is an image. Luckily there are 49 stunning images left to choose from, so I’m going to  use an image from Zach to accomplish my tutorial. I used another great image in the Photoshop version of this tutorial so I thought it was only fair to use another.

Setting the Canvas Size

Setting the Canvas Size

Working with Fireworks is a lot different than Photoshop, so this tutorial is actually easier to follow for new users.

First, let’s load the image into Fireworks and increase the canvas size to be 500px x 500px, remembering to keep the image centered at the top of the new canvas.

Once this is done, our image will have a large checkerboard pattern along the bottom of it. This represent an empty area in the document and will be saved as either Transparent in a PNG file or white in a JPG file.

Use your mouse to selected the image, you’ll see that the image is selectable because a red line with small red boxes will appear. When the image is selected, the red line will appear blue.

Next Copy (Control-C) and Paste (Control-V) the image to make a duplicate of the image.

To flip the image, use the Modify > Transform > Flip Vertical option from the menus which will flip your image upside down. I’ve seen a lot of student try rotating the image to do the same thing, it’s not the same thing so don’t try it. We want to create a mirror image not a rotated image.

Mirror Image

Mirror Image

 

 

You’ll have to drag the image down a little to line it up with the bottom of the first image, this will create a mirror that we need to lighten and create a white gradient with.

Lightening the picture is pretty easy, all you need to do is alter the opacity of the image. You can find the opacity on the Properties panel (Apple-F3) over on the far right hand side. Change the number 100% to the 50% in order to lighten the image and cause the background checkerboard to bleed through.

Adding a white gradient mask in Fireworks is also very easy, let’s create a new box using the Rectangle tool option found on our Tools panel (Apple-F2) to draw a box over the bottom image. Remember, you can resize the box using the corners to drag and grow or use the numerical values in the Property panel to resize and reposition the box.

Linear Fill

Linear Fill

We want to set a Linear Gradient from the Property panel. This option is a little hard to find at first, you have  to click the menu labeled Solid by default and pull down to Gradient, over to Linear. Don’t worry about the color at this point we’re going to change it at the next stage.

Now, surprisingly we’re already at the final step of our tutorial.

We need to edit the settings of the Linear fill to accomplish two things:

  1. First, we want to ensure both the colors in our fill are white. This is done by setting the two bottom colors to white.
  2. linear fill settings Reflective image effect in Adobe Fireworks imageSecondly we need to edit the opacity of our fill using the two top options. By setting the start fill to an opacity of 0%, the white box will fill only the area we want.
final image 300x300 Reflective image effect in Adobe Fireworks imageIf you’ve done everything right, what you should be left with is a reflective tree, perfect for use on your website. 
I’ve included a copy of the working file or you to view how this was done.

How to create a reflective website image in Photoshop

A while back, I wrote a simple tutorial for Photoshop on creating reflective text in Photoshop CS3, I’ve had a lot of people interested in it over the year and a couple have asked me how to apply this same technique to images, photos or even screen shots of their website.

The original image.

The original image. (right-click to download)

Creating a reflective screen shot in Photoshop is pretty straight forward. First, you’ll need a great image. For that, I’m going to borrow an image from thefuturebuzz.com’s great finds on Flickr and use a Raindrop image by play4smee (most likely not his/her real name).

Now what we want to do first is open the image in Adobe Photoshop. If you don’t already have a copy, why not download a free trail from Adobe or take the time to win one from me? Now that you have your image open, let’s do some basic resizing to make sure we’re all working on the same page.

I’d like to use the Image > Image Resize … menu option to reset the width of the file to 400px and you’ll see the height should auto set 286px.

To create the reflective effect we need to do a few fancy steps to our Photoshop document which are actually pretty easy but sound complicated. 

First, we need to reset our color pallet to the defaults. We do this so that we’re working with a black and white foreground. To do this, simply press the D key. This will reset your pallet to the default values.

Two Layers

Two Layers

Next we need to copy the image to a new layer. There are a couple ways to do this but I’m lazy so lets selected the entire image (Control-A on a PC or Apple-A on a Mac) and the cut the image out with a Control-X or Apple-X command. Finally, paste using Control-V (if you can’t figure out the Mac command, you shouldn’t be reading any further). What you should be left with is two layers, the top most being an image of the leaf.

For the record (because I can already here some people shouting about alternative methods) you could have accomplished the same thing by dragging the Background to the page icon at the bottom of the layer menu and then deleting the content of the background … which would have done the same thing but confused a lot of new users. You could also have accomplished this using menus instead of shortcuts but what fun would that have been right?

Duplicate the Layer a second time so you end up with two Layers plus the white background.

Next, you’ll need to reset the size of the document using the Image > Canvas Size … menu option.

Canvas Size

Canvas Size

First, we want to make sure that you’re going to increase the canvas at the bottom of the image so we darken the top center option in our “tic-tac-toe” board. 

Secondly, let’s switch the inches option to pixels, this will allow us to work in the same unit of measurement as we did when resizing the image. Not that it really matters because I would like you to increase the Height of the document to 400px (or 5.556 inches).

When you click OK you’ll be returned to your document which now has a large white sash across the bottom of it. This is where we are going create the reflection effect for our image.

To create the effect, make sure you’re on the top leaf photo in your Layer menu. If you can’t see your Layer menu you can activate it using the Windows > Layers menu item or by pressing F7. Sometimes when I lose the window I like to press F7 just to see it disappear and then reappear.

Reflective Leaves

Reflective Leaves

 

Control-T will begin the Transformation process for your image, Photoshop will automatically find the image on the layer so there’s no need to select anything. At the very bottom of our image, in the very center is small square box. Right click this box to reveal the Flip Vertical option and click it, making your image flip upside down. Now press the Enter key to accept this change. For those of you who prefer menus you can do the same thing using the Edit > Transform > Flip Vertical option. 

Now that you’ve reached this point, you’ll want to select the Move tool (V) and drag your top layer so that it is at the bottom of your top layer. This will cause a reflective mirror image between the two layers which is very close to being completed.

Ideally we want to wrap this up by fading the bottom image to white and making it appear light enough that it could reasonably be a reflection in glass.

Final Layer Structure

Final Layer Structure

To do this, we need to adjust the Opacity settings of the Layers and add a Layer Mask to the layer. Opacity is easy, in your Layer pallet simply change Opacity: 100% to Opacity: 50%. This will lighten the overall content of the layer, as you would see in a reflection. 

Next, add a Layer Mask using the third icon on the bottom of your Layers pallet and we’re ready to add the gradient to your image to complete the effect.

Before I continue I want to explain that a Layer Mask is used by Photoshop to knock out an area in an image, it’s literally a mask on your image so anything you don’t want to see you can simply use black paint brush to block out. We’re going to do something similar but with a gradient tool.

Selecting the Gradient Tool can be a bit of a pain, sometimes it’s hidden under the Paint Bucket tool in the Tool menu. First, let’s make sure you can see the Tools menu. If not, it’s under Windows > Tools. Now select the Gradient tool (G) or click the Paint Bucket and hold your button down until the Gradient tool appears and then select it.

reflective image 300x300 How to create a reflective website image in Photoshop imageWith the Gradient Tool selected, drag a line (hold the Shift key to make it straight) from the top of your reflective edge (where the two images come together) to the bottom of your image. You can adjust the depth of reflection to meet your desired effect.

Search Engine Optimization Tip – Deep Linking

When it comes to Search Engine Optimization for your business website there are a few things that you can always count on working and deep linking is at the top of the list. At it’s most basic level, deep linking is linking to content on your website other than your home page. In practice, it’s linking from one web page to another using hyperlinks.

Common sense is the best way to apply Deep Linking to your web pages but since we all know that common sense isn’t all that common, let’s look at some practical applications of how and when to use Deep Linking to optimize your site.

  1. To promote similar articles or pages. If your web page or blog entry has a paragraph which highlights another entry on your site, link the text in your new posting to the old page. For example, this article is about Search Engine Optimization so I link to similar content on my site.
  2. To provide easy access to common pages. Whenever I ask people to contact me, I like to include a link to my contact page.
Deep Linking is different than simply linking to content outside your website and it doesn’t effect the target content as much as external linking does but it does help your content build value in the eyes of Google and other search engines. More importantly, Deep Linking is about increasing both usability for your readers by providing hyperlinks to valuable content on your website as well as defining yourself as an expert in your industry. 
On a technical level, Deep Linking helps you establish credibility with search engines by doing two things:
  1. Helping Google find content on your website which could have been orphaned or unindexed otherwise.
  2. Improves the understanding of your content in search engines databases by associated content with similar content.
Remember, the first letter of HTML stands for Hyper. As in Hyper Text (HT), so if your web page is hyper-linking to other content, what good is it?

Google’s Webmaster Tricks and Treats

Google hosted a great Tricks and Treats event yesterday and it was well worth attending.  There was an interesting presentation on SEO Myths and then it went into a panel with Matt Cutts and Adam Lasnik plus about 400 web masters.

What we got out of the discussion was really cool. For one, Google does not penilize websites for being on a shared IP. They understand hosting constraints, what they do care about is who links to you and who you link to.

When it comes to content, Google also reinforced that there is no magic keyword density number. Quality content, with valuable information is what they’re indexing not SEO tricks. They also reinforced quality HTML will help your content be ranked higher but it’s not as important as quality content.

How does your server impact ranking? It doesn’t seem to at all, except that better servers are up more often and Google cares about this. 

So what I got out of the event was that Google cares about content, not tricks and not SEO scams.