Our conference call to discuss implementation logistics with a brand new client was minutes away.    I closed my office door so I didn’t bother my neighbor and fired up my contact list. My computer seemed to hesitate and then something bad happened. The computer began rebooting.

A printed phone list is your equivalent of belts and suspenders

Remember this was a brand new client whose contact information hadn’t yet made it to my address book and phone.  The computer seemed to take a long time simply to get to a Windows splash screen.  The call was due to begin. What do you do in that case?  Does someone run to an office, find the number on the shared calendar, copy it down (hopefully doing so correctly while in a rush) and dash back?  Do you wait for the computer to finish rebooting and then quickly access your files?  Yes, you should have dialed in at least five minutes early, but you didn’t. What if your network was down?

Here is what I learned. A simple printout once a week of my phone list reduces a lot of hassle.   You don’t need a Rolodex the size of your grandfather’s with yellowing cards, coffee stains and liquid paper corrections from typing the information.  Once a week, whenever you do your essential office housekeeping, print out a telephone list and stash it in your bag.

There have been two recent RIM outages so don’t crow about your Blackberry.  There have also been Gmail outages and any network person will tell you that servers, workstations and laptops will all fail at some point.  But the entire phone system in your city?  Not likely, and anything that causes that widespread an outage is on the news.

After what seemed to be an hour but was in reality a couple of minutes, I was dialing the phone and welcoming the new client to the fold.  Of course, I first had to apologize for dialing into the call after he did, something a printed phone list would have prevented.

http://www.flickr.com/photos/shazbot/ / CC BY 2.0

phone booth
Not a smartphone.

This is a long time coming, and boy, is it big.  Yes, this is Google news related to telephones, but we won’t talk about Nexus One (still).

Google is launching pay-per-call advertising.  Now.

There have always been variants of pay-per-call available, but this shows how serious Google is about invading the local search advertising space.  The program, announced today via email before Google’s other announcement, is arguably more important and profitable in the long run.  Here’s how it works:

  • A business will get a 5th line in a Google advertisement that shows a local phone number on smartphones (or as Google calls them, “high end mobile devices”)
  • Google says they’ll check the phone’s location and show the phone number for a nearby business.
  • The searcher simply has to scroll to your number and click.
  • Advertisers get the full range of analytics and metrics associated with keywords, this time with a telephone call as the conversion.

The best part for advertisers is the cost.  Pay-Per-Call has traditionally cost a much higher rate than a click to a website.  For now, anyway, Google is keeping the rate the same.  That’s quite a bargain for advertisers.

Meanwhile, the infighting with Microsoft continues.  Google described the covered phones as “iPhone, Android, Palm WebOS”, but didn’t mention Windows Mobile.  I asked Brandon Miniman, the CEO of leading smartphone site pocketnow.com, about the omission and the future of Windows Mobile in an Android and iPhone world.

“Windows Mobile is becoming less relevant because version 6.5 offers no big innovations and is mostly unchanged from a decade ago. That said, Microsoft has been working on Windows Mobile 7 for many years. When released in 2010, it could finally bring Microsoft back into the smartphone arena,” said Miniman.

Browser resolution may be a new SEO metric.  It's certainly good usability practice.
Browser resolution may be a new SEO metric. It’s certainly good usability practice.

Google launched another tool hot on the heels of last week’s  release of Speed Tracer, a tool developers can use to determine what elements on a particular web page are slowing down its display in a browser.  And last month, we told you that a new SEO frontier for 2010 would be speed, as in how fast the site renders.

Now comes Google again with a tool that shows how much of a web site is visible for a particular monitor and video card. Browser Size is not a plugin or standalone problem.  Instead, a simple Google page allows anyone to type a web address and see how much of that page is visible to web users based on Google’s data about browser resolutions without scrolling.

Tools like this have existed for a long time, but not with built in Google metrics. Refinements will come.  Some sites will receive more visitors from people with smaller or larger screen resolutions.  Imagine the site designed for a certain width that receives a larger percentage of visitors with smaller resolutions?  Might Google someday begin penalizing such sites or demoting their ranking when the search engine knows the browser resolution as it displays the search engine results?