Saturday, April 11, 2009

Review of “Secrets From My Tuscan Kitchen” by Judy Witts Francini


There may be no better place to read Stone’s The Agony and The Ecstasy than from an apartment with a window who’s shutters open up to a rainy sky view of the Santa Maria del Fiore Duomo in Florence.

There may be no better way to appreciate and learn Florentine cooking than from a centro storico apartment with a window that opens to reveal a view of the “San Lorenzo” Mercato Centrale so close that you can touch it, accompanied by a sparkly eyed, giggling and constantly smiling expatriate cook.

In the summer of 1991, I had the great fortune to do both in the flourishing city. I loved cooking in Italy so much that I stayed almost another five years doing it. Life moved on for me, and I haven’t been back since, though nearly daily I have thoughts of returning to this home away from home, Firenze, with a fondness that never wains.

It was with a rush of emotional recall that I tore the package from the postman’s hands emblazoned with a dozen different Certaldo postmarked Italian francobolli. No meter-read postage printout here – but works of art immortalized on a package direct from the hands of Divina Cucina.

Immediately the “fatto con amore” aspects of this work struck me… even before laying eyes on the book, the choice of textured cover and interior papers was undeniably intentional. The cover art extends the texture with a visual overlay clearly intended to enhance the visceral response. Light touches of shadowing, layers, torn paper, watercolors and the “e buono!” Tuscan Husband Seal of Approval foreshadowed what would be contained. This light hearted yet purposeful design brought back the memories of Lo Scrittoio in Florence, where sketchbooks are still made one at a time entirely by hand. I’ve got my own, full of my own recipes, somewhere in my garage – but I was giving myself over to the idea that very possibly after Judy Witts Francini’s efforts to send a complete notebook – I may no longer need my own.

“Se una cosa e bella, probabilmente non e buona” – Marcella Hazan

I settled down on my own rainy-day weekend (a rarity in Santa Fe – maybe a sign sent directly from Irving Stone?) to read through this book. I’m barely one page in, just past the Baci Da Firenze, and on the next page I note this book was printed in San Gimignano – well of course, if you’re going to print an Italian book – where else. More memories begin to cascade. Then, the dedication, a barely disguised “Ti Voglio Bene” to silent, smiling partner/husband Andrea coupled with the “in love” photo on the inside back cover welcome me to begin the journey.

The rules of Judy’s kitchen are set down – shop more, cook less. Honor ingredients, keep it simple and let quality shine. Prerequisites are layed out – what you will need in your pantry (or mind) to meander through this book, and how to approach not only the ingredients, but the pace of meals & snacks throughout a Florentine’s day. I was hooked – could not stop myself and read the whole thing cover to cover in one sitting. Nearly 100 recipes, each one taking me another step across the pond and back into the fresh summer day visits to the Mercato, storytelling with friends while preparing, and then settling in after the heat of the day with a glass of wine and sumptuous food prepared easily, simply and amazingly delicious by our own hands – with guidance from a fantastic mentor.

So, I’ve got a pretty good bias going into this thing… I turn a few more pages to get to the first recipe… Fettunta. I’ll go ahead and say it – any recipe book where Fettunta is the first recipe has my vote. Pure, simple, honest and entirely dependant upon four ingredients – this is a perfect expression of the Mediterranean kitchen. I happen to like mine toasted over an open fire, and instead of cutting cloves of garlic in half, just start with the pointed end on the bread and rub it down. Hold on to the root end as the disposable handle.

“Se una cosa e bella, e buona”
– Piero Bertinotti (Ristorante Pinocchio, Borgomanero, Piatto del Buon Ricordo)

Fortunately, in Judy’s layout, along with her recipes in a hand-styled sans serif fun font, she leaves every single left hand page in the book empty, but lined for notes and with a background/heavy watermark of the Florentine lily. Perfect area for personal notes on a recipe, back-to-metric conversions (I prefer 100g pasta per person, whereas 3 oz. cuts it a little short), and variations on themes. This is a very thoughtful addition to any cookbook – it really extends the workbook sense – one could return right back to Judy and Andrea’s house and jot down notes as you learn a new recipe.

The antipasti section flows into the very next expected recipe – Crostini Toscani (called De Fegatini here) always with a smooth description of ingredients and not overly detailed, nor overly simplistic preparation description. Perhaps the highlights of all the recipes for me are reading through them to find the little nuggets of personal preference expression that Judy herself has noted. That is, there is no EXACT way to make anything – there’s at least one traditional Tuscan method, a Florentine variation, Andrea’s mother’s variation, what Judy likes, and with the open-to-scribbling facing page – an expectation that you’ll note what you like.

Two recipes in and a common American misperception is already being addressed, and I appreciate that. Though there's nothing here written about it, it's clear that this is not a health-spa, olive oil-is-god gloss over the realities of food in Italy. Butter is used just as much as olive oil, and many pedestrian American home cooks never quite understand that. There are simply some things where butter is the right fat, and others where olive oil is. It is NOT all about the olive oil, for sure. But, when olive oil is used, it's used very well - some types for cooking, some for eating raw. There are other times when butter is used - yes, either for cooking or raw. This book unabashedly acknowledges this fact by including the correct ingredients in recipes and not even bringing up anything about a fat dichotomy. Yes, Emeril, Pork Fat Rules too.

The small plates section ends with a new take on a simple old favorite – fried sage leaves with a method that stands up on their own as an appetizer, not just a forgettable garnish. Yum! Now thinking that I need to get up and walk on in to the kitchen. Instead, I get up, with the book, stumbling down the hallway and walking into doors since I can’t be bothered to look up from the book I’m reading for something as trivial as knowing where I’m walking – and decide to read the rest of the book sitting at my kitchen counter, gazing fondly at the garlic and unfiltered olive oil.

As I get settled in to reading through this book, something dawns on me, and I realize it’s because Judy put it down in writing in her forward. I’ve made a lot of these recipes and don’t recall one time being given quantities for making them. It’s part of the Italian nonna-mamma oral tradition. Some of this, more of that, ENOUGH (but NOT too much) of this, and work it until it’s just the right consistency. There’s a tactile and visual learning process that proceeds from the senses, but is not easily quantifiable by those passing the lessons along. You “just do it” and you “do it the right way” but those things are never precisely defined. That must be some of the challenge in Judy’s having set these recipes down to paper… so many of them are done by simply looking, feeling and tasting your way through them.

I realize that I’ve become engulfed in the conversion – reading this book transcends both the replicable results of measured ingredients while maintaining the sense of flexibility. So much of savory cooking NEVER depends upon precise quantities, but instead on understanding of flavor combinations, cooking techniques and desired outcomes (not to mention knowing how to compensate/convert when something inevitably does go wrong). This book consists almost entirely of recipes that could exist entirely in Mamma’s mind – and change depending on mood, season and availability of ingredients. Spend less time cooking and more time shopping indeed!

“La cosa piu importante nella vita e avere dei veri amici – pochi ma buoni”

We move into a section accurately & honestly titled “Sauces for Pasta and Other things.” Is this where I insert my emoticon? Where I pleasantly find tips on the best aglio, oglio e peperoncino, along with variations of the same – as well as Sugo di Anatra (Yum with a capital exclamation point), al’ arrabbiata, puttanesca, pesto and Salsa di Noci too! Primi piatti are where some of the shining classics of Tuscan and Florentine food come out. The beans are in here, as is the ribollita, panzanella and Pappa al pomodoro (pomorola) and of course, Pasta e Fagioli. Some unexpected surprises turn up here that I really like to see, and many of which I’m almost ready to stand up and start cooking: Tortelli di Patate, Ravioli Gnudi, Gnocchi di Patate, Polenta and all the elements of Lasagna (fresh pasta, besciamella and sugo di carne).

I find myself laughing out loud with some of the brevity of directions that are clearly saying to the readership “c’mon, we’re all adults here,” such as in the Crespelle alla Fiorentina. Where some cookbooks will go through three pages of explanation with pictures and illustrations on how hot your crepe pan needs to be, how you have to wipe it with butter, then clean it with a paper towel, how to watch the edges and top of a crepe to know when to flip it so that it’s set but not dried out, how to avoid burning your fingers, how to stack crepes so they don’t stick and don’t dry out, how much batter to use, how to spread it around the pan, etc. Divina Cucina treats us as intelligent kitchen dwellers by condensing ALL of the aforementioned tricky crepe-making aspects into two words: “Make crepes.” I love it! Thanks for treating me like a grown up, Judy. Now can I have another glass of wine before we move to the next prep item?

She closes out this section with a thinly veiled questioning of the adage that maybe one doesn’t have to be chained to the risotto pot. Risotto Divino slaps grandma in the ass deftly and ever so cleverly. You want starchy creaminess but you want to spend time talking and visiting with friends? Check.

Tuscan main courses includes grilling 101, taunting us non-Italy dwellers to visit with “The quality of meats in Tuscany does not require marinating or sauces to cover the flavor.” Overwhelming recollections of one of Judy’s fave’s that we went to, Trattoria Mario – standing room only tribute hall to the Bistecca Fiorentina bowl me over – and don’t forget the fries! Andrea’s holiday favorite of Bollito Misto (with the adults-only tip “skim the surface when needed”) and the ensuing Lesso Rifatto – yummy, oniony leftovers send messages of Italian comfort food our way. The Anatra all’arancia has me looking longingly at the oranges in my kitchen wondering if it’s OK to do duck as an Easter/Passover meal instead of lamb.

Reading through the Bollito Misto recipe, I almost miss it, but then come back and read again. There's a giveaway sign that Judy is translating from her own handwritten recipes in Italian, or that she's firmly on the other side of the fence - thinking, dreaming and creating recipes in Italian before "converting" them to English thoughts. Second sentence of the second paragraph unmistakably reads "Control the beef to see if it is cooked." Don't know about you, but this is kind of difficult in an American kitchen. On the other hand, in Italy, to controllare is to check on. Married to an Italian and living there all these years, yes, we've lost her. I check back through the book on some things I'd glossed over as possible typos and realize the same thing happened - Portions Sizes would be correct if it were Italian too. Bless you, Judy - we all want to think and dream in Italian - we just need a little more time there!

“Vivi intensamente ogni giorno della tua vita, perche ogni giorno che passa non torna piu”

Perhaps Judy’s propensity to simplify crepe-making instructions is driven by a very strong desire to make every recipe fit on one page. Clearly, multiple pages of instruction confound the intent of cooking simple food simply – and can tend to overwhelm the home cook. Keeping all recipes on one page make it easy to skim over what you’ve done and what you’ve missed; make it easy to see at-a-glance what notes you’ve written on the adjoining pages. It is with relish that I find one, and only one, recipe in the book which takes up a massive TWO pages! This is a recipe that few who read it will ever attempt. But if you’ve ever eaten this in Italy, do what you can to make it a reality – please – you’ll endlessly relive the memory and truly be thankful you went out on a limb, I promise. Cinghiale Dolce Forte is worthy of breaking the one page rule.

Though Florence is not exactly noted for it’s sea ports, Judy doesn’t shy away from the seafood dishes. Baccala alla Livornese is included, as are several fun squid, shrimp and fish dishes. We move on, the end game in play now, to Contorni, where the obligatory carciofi make several appearances as do cipollini. The personal touches inserted in recipes continue to delight, as with the explanation of why Fagioli all’uccelletto ARE for the birds. I read Piselli alla Fiorentina and have a rapid-eating-flashback trying to remember if I’ve eaten peas exactly this way – do I remember them with sugar in them? Do I need to go make a batch RIGHT NOW and see if the sensual sensations trigger state-dependent memory? I find myself wanting/wishing that this whole book was just a little more drawn out. Well, not drawn out exactly – but that we could have interspersed stories of Judy’s tours, trips and when she learned these things herself to go along with the recipes. I’m painting my own Tuscan picture in my mind as I read (and perhaps that’s the intent?), but I wouldn’t be opposed to seeing some of Judy’s painting, too. I suppose I’m framing Judy’s next book in my mind. If you’re listening Judy – I can cook, speak Italian and write – have knives (and typing skills) and will travel!

I love reading in Germana’s Fagiolini (green beans) the closing arguments to the recipe, which I simply HAVE to reprint here in their entirety:“The secret to this recipe is to use high heat and to really overcook the beans. I like to let them burn a bit, it makes them taste like Mamma made them. Most Americans like their vegetables slightly raw, but this is one recipe to try the Italian way. The beans get an almost meat like flavor that will make you wish that Germana was your Mamma too!”I think that one paragraph sums up this entire book and this author. I want more!

“Chi se fa I cazzi suoi campa cent’anni”

The last recipe in the Contorni section, Verdure Trifolate, ends with a stimulating thought “I like to puree half of the vegetables to form a creamy sauce.” Hmmm… thoughts of that unopened Xmas-gift immersion blender come to mind along with rolling out some of my own homemade saffron pappardelle or stracci. Thinking of pasta reminds of all the times throughout the book when Judy has made it clear WHEN to have cheese on your pasta and when specifically NOT to… a very important consideration when eating properly at an Italian table.

Getting on to Dolci, I begin to wax nostalgic, knowing this journey is (again) coming to an end. I read recipes for Pasta Frolla and Torta della Nonna (with a Nonno option!), and run to my own notebook to compare recipes. Unfortunately, all of mine are in grammi. I mention this to Judy on Facebook and she cheerfully intones “I’ll be happy to convert any recipe you want (back?) to grams!” The cooking-woman of the smiles is ever-present. I come across another recipe I don’t think I’ve eaten or prepared before – Frittelle di Riso, which sounds wonderful; then another one I don’t think I needed or wanted to see another recipe for (Tiramisu – sorry, though I understand your audience wants this), followed by several Siennese classics and my favorite fun dessert – Schiacchata con l’Uva – a recipe I’m sure was created in order to get Tuscan kids into the kitchen. I’m pleased to see that just a couple of bread recipes are included at the end – along with a clear explanation of why Tuscan bread is intentionally not salted (so many leftover recipes require stable stale bread – only possible without salt).

The train pulls out of the station with Cecina, a recipe index and the aforementioned Innamorata and I’m waving and weaping. At the same time, my own son, Adensunset, 7 years old is tugging on my sleeve “Dad, I’m hungry AND bored – can’t we cook something?” I answer “Well sure, dude, have you ever seen FRIED cookies with zigzag edges with their tails pulled through a hole in the middle?” Divina Cucina has, and it’s on page 187. After that, we might have to run to the store to see if there’s any duck. If not, we’ll just have to get the wild boar.

20 Euros + about 10 for shipping http://divinacucina.com/code/secrets.html

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Saturday, March 01, 2008

Recipe: Easy, no-bake chocolate pots de creme

Just added over to the NET MAN Recipe section, this recipe is based on a concept from America's Test Kitchen. The core concept that they pioneered is doing away with the need for the annoyingly complicated bain marie style baked water bath for cooking the egg/custard component in pots de creme by basically replacing it with a creme anglaise.

The trick that allows you to get away with this is that the crystallization of chocolate as it cools replaces any custard-setting quality or benefit that you receive as a result of careful water-bath baking. You couldn't do a creme brulee with this method, but as long as you've got the solidifying power of chocolate crystals, there's no need to kill yourself with complicated oven maneveurs - just get that egg cooked and you're golden. This recipe lends itself to several flavor variation, each with a few required recipe modifications.

The other trick on making a relatively-quick creme anglaise is to start over higher (medium to medium-low) heat, but to reduce the flame when the liquid changes consistency from cream-like to paint-like, and to continue heating (to approx. 170 degrees F) over low heat, stirring all the time. To fully cook the eggs and make the richest/thickest creme anglaise possible, you want to thicken the creme anglaise custard mixture as much as possible, without letting any egg curds form at all. If you do get a curd or two that begins forming (in the liquid - on the sides of the pan doesn't count), then quickly remove from the heat, place on a conductive material - like a metal sink rim and quickly keep stirring. After 15 seconds of stabilizing the temperature, pour over the chopped chocolate, and through a medium to fine mesh sieve to catch any stray egg curds (there really should not be any if you've watched your custard carefully, but may be some from scraping down the sides of the pan).

Makes 8 small but rich servings (use 5oz. ramekins or demitasse cups)
Note: I made this for a party in 3 oz. paper Dixie cups to take with plastic spoons, and that was OK, but the paper cup gets just a little softened and you want something with a little more structure. 3 oz. is the perfect party size, so maybe look for 3 or 4 oz. plastic "souffle" cups at a party supply store? 5 oz. plastic wine cups are OK for larger, full servings, but too large for party size.

Creme Anglaise:
5 egg yolks
5 Tbsp granulated white sugar
1/4 tsp table salt
then
1 3/4 c heavy cream
1/2 c half and half

Chocolate and Flavorings:
10.5 oz. 60% cacao bittersweet chocolate (or for richer flavor, use 7 oz 60% plus 3.5 oz 70-72 % dark chocolate), chopped (see below for tip)
then...
1 Tbsp vanilla extract
1 Tbsp flavoring - by default use 1/2 tsp coffee/espresso powder dissolved in 1 Tbsp water, or see variations below

Whisk together egg yolks, sugar and salt in a heavy bottom sauce pan. When thoroughly combined and egg yolks begin to turn pale color (after 30 seconds of whisking), slowly whisk in cream and half an half. Place over medium to medium-low heat, whisking nearly constantly, until temperature reaches about 150 F, or until viscosity of creme anglaise mixture changes from cream-like to paint-like. At that point, reduce heat to low and continue stirring, with a wooden spoon or silicone spatula (NOT a whisk any longer!) until mixture reaches about 175 F, or until it is just about to begin to form curds. Mixture will thickly coat the back of a spoon, or you will be able to drag your finger through your mising rubber or silicone spatula, leaving a trail that does not close in behind your finger; or if you dip your finger into the hot creme, it will thickly (not thinly) coat your finger.

See above for additional tips on identifying the maximum thickening point of the creme anglaise without risking curd formation, which will cause all your creme anglaise to taste like an omellette, not a dessert. Remove from heat, still stirring, and pour, through a sieve to catch any lumps, directly on top of chopped chocolate, preferably in a small to medium bowl with a pour spout. Stir mixture with spoon/spatula only about 3 times then let sit about five minutes to allow chocolate to fully melt and to allow creme anglaise to cool. After those five minutes, add flavoring of your choice and whisk slowly to completely blend. Mixture should be extremely thick but still pourable. If it is too thick, and looks like it might set up to hard, you may wish to add a little additional flavoring liquid or a bit more cream (either half and half or heavy cream).

Pour into individual serving containers, remembering that this is very rich and that you'll only need very small portions. Allow containers and mixture to fully cool to room temperature (this way no condensation will form when you refridgerate). Cover all containers on a tray with plastic wrap (so that a skin will not form on top from air passing over) and refrigerate at least 3 hours and up to 3 days. Remove from fridge 20 minutes before serving. Optionally garnish with a small dollop of whipped cream and shaved chocolate. Break out the small silver spoons for this!

Flavoring Options
You can use the traditional 1 T vanilla + 1 T coffee powder mixture for mocha pots de creme, or experiment with any of these options:

  • - 2 T orange liqeur or extract plus 1 t Microplane (rasp grater) grated orange zest
  • - 1 T vanilla + 1 T heavy cream + 1 t ground cardamom
  • - Replace chocolate with 2 discs (3.1 oz/180 g) Mexican chocolate with canela (like Ibarra) + 4 oz. 60% bittersweet chocolate + 3.5 oz. 70% dark chocolate; for Flavorings, use 1 T vanilla + 1 T heavy cream + 1/4 t ground cinnamon + 1 t ground red chile (or even better a scant 1/2 t ground chipotle powder! - or 2 t ground Chimayo chile powder)
  • - 2+ T Chambord or Creme de Cassis or your favorite liquor

Friday, November 30, 2007

How should I pick a domain name?

The two single most important considerations (in my opinion) for choosing/using a domain name are that it:
  1. Be short
  2. Be memorable

After that, it is important that it also:

  • Be easy to spell
  • Have no punctuation
  • Have no double letters where not expected
  • Preferably not have a double vowel where expected

As for the latter set of considerations, I often tell people to consider telling their domain name to others on the phone... can they communicate it quickly and easily, with no room for misunderstanding or special instructions?

I often get asked if using search engine optimization (SEO) keywords in a domain name is important (You ARE doing keyword research, right?). In my opinion (see a presentation I did on this topic How To Build a Search Engine Friendly Website) keywords in a domain name are of very minimal value when it comes to search engine rankings and positioning. The reasoning for this is simple: search engines know that you usually cannot purchase the domain name that you want, so it's not beneficial to penalize you for that. Page names, page titles, meta keywords and most important of all, content text on pages are directly under your control, and far more important to your SEO position.

One fun and interesting tool that I currently enjoy using to search for available domain names is at www.bustaname.com where you can type in allowable words, set a few settings, and bustaname will search for all available combinations of unregistered domain names. It can take a lot of time out of the process of searching for domain names, and I find it more creatively stimulating than some of the other services, like GoDaddy, where they do different logical matches, alternatives to words you've typed, or appending of prefixes and suffixes to domains that you search for.

Play, experiment, run choices past your friends, try saying them over the phone, and above all - sleep on it! Do not rush into choosing a domain name!

In some cases, you may find what you think is the perfect name, even though it might have some spelling issues (e or i?). So perfect, in fact, that to eliminate any confusion or competition, you feel like you need to buy multiple domains (like toni and tony), or buy multiple top level domains (TLDs) like mydomain.com, mydomain.org and mydomain.net (By the way, DO NOT buy a .us or .tv or .info domain name - not worth it, AND they come with search engine penalties that never go away). Ask your web developer, but many website hosting companies will allow you to do what is called a "Domain Park." Where one domain is functionally identical with regards to email and web service to another domain. This may cost you a little more, but can be very worth it. It's also useful for tracking ad campaigns.

See some examples of domain parks in use at these URLs:

http://kidsfirst.org
http://www.kidsfirstinternet.com
http://www.cqcm.com
http://www.cqcm.org

http://www.santafeculture.org
http://www.santafeartsanculture.org

http://www.santafewatercrisis.org
http://www.santafewatercrisis.com
http://www.sfwatercrisis.org
http://www.sfwatercrisis.com

Monday, June 25, 2007

Don Wiviott Puts the Unity in Community

"Don Wiviott Puts the Unity in Community"
That's what I said at the public input hearing of the Santa Fe Railyard Community Foundation meeting last year, when they were considering whether to approve the ArtYard development, and I meant it. Don, has been a longtime progressive economic development supporter in Santa Fe, he truly has a vision for what is best for the community, has rallied against unfair bureacracy in City goverment, stands up for every member of the community, is NOT by any stretch of the imagination the fat cat real estate developer that his opponents portay him as, and he has long supported the Internet Professionals of New Mexico in myriad ways, http://www.nmipa.org/ . Don truly is one of those people who uses intelligence and diplomacy to get past issues, find workable resolutions and keep projects moving forward, getting them done.

Temperatures are rising as Don Wiviott prepares for the fight to go to Washington, http://www.donfornewmexico.com/, and I'd like to add my voice to what's out there. Don Wiviott is the right person to represent contemporary New Mexico in Washington. At the original time of this writing, he was aiming for the Senate seat, but later in 2007 (this post has since been edited), Pete Domenici announced his retirement, and Tom Udall announced that he would run for Domenici's Senate seat. A long supporter of Udall, Don got out of the way of his friend and got into the now-heavy competition for the Congress seat.

I've known Don for almost 13 years in Santa Fe, and he has always been a genuininely concerned citizen. He keeps his ear to the ground, he listens to the people, and he is involved in helping every one of them out if he can. In the face of nearly insurmountable odds, he's faced down challenges from the city council, taken public beatings without becoming bitter and always landed on his feet through constant vigil and struggle. He's definitely the optimistic, bright-side, glass-is-half-full kind of guy when it comes to working through and with government and policy issues. Don is a great guy, time and time again he has proved undoubtedly to me that his heart and mind are in the right place.

Don's time with the Internet Professionals Association helped us to get web developer's needs met in a time of extremely limited highspeed bandwidth availability. Several members moved their companies into the very first of Don's lofts buildings, at a time when ISDN was the fastest, reasonably priced option out there. Don purchased multiple T1 lines at his own significant expense (this is in 1996/1997 New Mexico when we were being held captive by USWest who claimed that we did not have enough business to support a profitable rollout of DSL) and charged tenants share-prices for the T1, with The Lofts still picking up a large part of the tab.

Don strongly and vociferously supported us in our 1998 fight to keep Qwest from rolling out a non-competitive, monopolistic DSL docket with the NMPRC, http://www.hill.ws/history/bandwidt.shtml. Don continues to support the internet industry, a low-environmental-impact, higher-wage job industry that is great for New Mexico. Even more important than the business support, is Don's support of and respect for the individuals - each and every one of them.

Don is a "Green Builder," a real down-to-earth, intelligent guy who is creating real estate opportunities for home and business owners (through his lofts projects http://www.thelofts.com/) in a community-caring way. He works with and respects the wishes of his neighbors and neighborhoods, he looks to make buildings that are economically and environmentally sound (The ArtYard is to be LEED gold certified). Not only in his own buildings, but through his work in Northern New Mexico, he is looking to have communities build responsibly with regards to water and energy usage.

I remember the early years of the first Lofts buildings, Don had so many loans out there and was himself struggling, that he actually lived in the model unit - for years - to make ends meet, and to not compromise what he had already committed himself to with helping out those of use who had special payment situations for the lofts. Even when it was to his own personal detriment, he never backed down from what he had promised - whether it was time, money, commitments, whatever. And he always had a kind word, time to talk/listen, a smile on his face, and a clear view of the silver linings. He embodies the creed of working of, for and by the people.

Don Wiviott is the best candidate for New Mexico.

Tuesday, December 05, 2006

Free Keyword Research Tools

There are essentially two useful and free keyword research tools:
  1. www.wordtracker.com
  2. adwords.google.com

Wordtracker is faster and easier to use but has less comprehensive or relevant results. Wordtracker has a free trial that runs analysis against all searches done on MSN on the previous day and only allows you to choose/compaure up to 30 terms at a time. The paid version of wordtracker comes up both with more related terms, as well as more comprehensive analysis compared to more search engines over a longer period of time. Currently you can use the free trial as many times as you would like.

To use Google Adwords, you need to pretend that you're considering the purchase of ads on Google's search engine results pages. As the pretext to signing up, you "need to find out" what words, relevant to "what you're selling/doing" people are searching on, how many people, and how much competition exists in the results.

In both tools, what you're essentially doing with keyword research are two things:

  1. You're trying to define keywords that people who don't know that you exist and don't yet know that they need you are actually searching on; and
  2. You ideally want to focus efforts on keywords that have the most potential for payoff.

#2 above usually comes around to the idea of identifying a niche market that has a reasonable number of searches, and a relatively low amount of competition (other sites showing up in search results). This lies your most develop-able opportunity. You can certainly compete on other terms, but consider the consequences when you face the challenge of a low number of searches or a high amount of competition.

Wordtracker assigns a ratio, called a KEI, or keyword effectiveness index, to each term that you select. As wordtracker puts it, "The higher the KEI, the more attractive the keyword may be."

Thursday, August 03, 2006

What to know about Renewing a Domain Name

From my column in the New Mexico Internet Professionals Association's Internet Informer Newsletter:

Q: It is time to renew my domain name. I have received several letters from different companies. How do I decide on who to work with on this? Does it matter?

A: Any accredited registrar can register domain names in your company or personal name. For a list of accredited registrars, see the website of The Internet Corporation for Assigned Names and Numbers (ICAAN at http://www.icaan.org/), and use the link in the left center of the page. There are a
number of wholesale domain name registration services such as 000domains.com, itsyourdomain.com or 4domains.com in addition to the more popular and more retail type registrar services. A very popular consumer level registrar with very good pricing is http://www.godaddy.com/

Like any other industry, the registrars are competing for your business, and some have
resorted to less-than-ethical methods of obtaining that business. Because domain name registration information has been publicly accessible, some competitors like Domain Registry of America will often email or snail mail you what appear to be renewal invoices but are actually (con) requests for you to authorize transfer of your domain registration over to that registrar –
be careful to read the fine print on anything that looks like an invoice for domain registration and
you’ll find that many may just be solicitations with no obligation to actually pay the dummy
“invoice.”

While you may want to switch registrars for financial reasons, aggregated billing or better
customer service, you are free to make that choice on your own – or even just stay with your
current registrar. If you're not sure who your current registrar is, you should become familiar
with a “whois” lookup. For .com, .net and .edu domains, I use http://TheNetCave.com/whois

You could also use any other whois lookup, such as Smart Whois at http://swhois.com/
Be careful, because some registrars, notably Network Solutions, have been caught temporarily registering all domains on their own behalf that YOU look up for a grace holding period of five days. This unethical practice seems to have been discontinued in early 2008, but it may just be the big boys keeping their heads down.

At the first URL, I entered (as an example) http://www.nmipa.net/, and see near the top of the retrieved whois information the line:
Server used for this query: [ whois.networksolutions.com ]
I may also have seen a line in the retrieved information which would look like:
Registrar: NETWORK SOLUTIONS, INC.
These lines indicate the registrar with whom the domain is currently registered. In this case, you see Network Solutions, now owned by Verisign.
Again, read all of the registry information, because some large, reseller oriented outfits, like http://www.tucows.com/ are the Registrar of record, but TuCows no longer deals directly with consumers, so you'll need to keep reading and look for the "Registrar Reseller" or "Registrar Service Provider" to find where a domain was actually registered.
Near the bottom of the page, you see:
Record expires on 02-May-2014
Difficult to understand what that means, isn't it?

As the top level (.com, .net, .org, .biz, .info, etc.) domain names get moved progressively to their
own master registries, we are seeing some implementation of anonymous records in the
more general whois queries. As this proliferates, you may need to take note of the sponsoring
registrar code rather than a plain English name showing in the Registrar line, and then decipher
that code through the top level domain’s main registry. As an example, the CORE- codes are
noted at http://corenic.org/comnetorg.htm

For .org domain names, the master registry is http://www.pir.org/
with a whois service at http://www.pir.org/whois/
At the PIR whois lookup URL, I entered nmipa.org, and see near the top of the retrieved
whois information the line:
Sponsoring Registrar: NSI (R63-LROR)
This code is linked to information on who the code represents, the registrar with whom the domain is currently registered. Clicking on the code link, we again see that the current registrar of this domain is Network Solutions. Back on the initial results page, we see:
Expiration Date: 07-Jun-2004
If you want to transfer to a different registrar, that you must complete the transfer request and approval process in advance of one month before your renewal date, otherwise the registrar and registry put a "lock" on your domain and it cannot be moved to any other registrar.

If you are on record as the registrant of a domain name over which you need to regain control, but the administrative and registrant contact email addresses are no longer correct, current requirements are that you fax a legible copy of your drivers license or passport along with an email-for-registrant change request form to the current registrar. You may also be required to provide a letter on the letterhead of the named registrant of the domain name.

Your website development company may be a registration partner with an ICANN accredited
registrar, and able to handle transfers and renewals associated with your domain. They're a
great resource for handling the technical aspects of moving a domain to another registrar.

NET MAN has handled a number of very tricky domain retention/return issues, sometimes involving hostile kidnapping of domains. In every case, we have been successful in returning domains to their rightful owners in these sticky situations.

Confused? Overwhelmed? In a tight spot? Contact us: http://www.thenetcave.com/contact.html

Thursday, October 20, 2005

Writing Text (and website pages) for Search Engines

There are a couple of basic rules when it comes to honest, "white hat" search engine optimization:
  1. Each page's HTML Title tag and file name are very important (see blog post on META tags for guidelines on this);
  2. Use of headers (h1) tags on pages can be important;
  3. Using appropriate META tags cannot hurt and is a good idea
  4. Each page that you want the search engines to index must have at least 250 plain text (not image based text) words of content copy on it
  5. You should not optimize a page for more than three keywords (or keywords phrases; collectively "keywords")
  6. The more pages on your website (articles, newsletters, archives, blog, etc), the better your rankings and relevancy in search engine results will be.
  7. The more frequently you add new content to your website, the more frequently search engines will visit your site and update you in their index.
  8. Text in flash or images is essentially unfindable/unsearchable by search engines - use it sparingly for visual impact only, and always use "ALT" tags
  9. Most important of all, the more websites of value that link to you, the better your ranking/position will be in search engine results.
When you're writing those minimum 250, plain HTML text words per page, here is how you incorporate the keywords that you have researched:

Quick SEO Text Guideline Tips
  • Each SEO-optimized page should be optimized for 3 related keyword search phrases, each of which should be used exactly three times on that page, each with identical spelling
  • You should have at least six SEO optimized pages on your website
  • Each SEO optimized page must have at least 250 plain text words on it
  • Each SEO optimized page should also have it's 3 keyphrases in the page title and meta tags (those are hidden HTML code and are inserted by the programmer or content management system)

Even following the above guidelines, you still want your textual copy to be "as human readable" as possible.