#and I’ve already switched the rankings multiple times and imagine I will many many more

[sinceileftyoublog]

30 (Technically 34) Albums We Loved That Happened To Come Out in 2020

So much has already been said and written about this cursed past year, but a few good things came out of it, including the music. Album-wise, like many before it and many to come, it was an embarrassment of riches. But even with so much time on our hands to devour new tunes, it was often old favorites, songs of comfort or familiarity that garnered the heaviest rotation. For many artists, too, it was a year ripe for revisiting or reissues of old material, looking at existing songs with fresh and new perspectives. Simply put, with so much to listen to, new and old, the prospect of ranking a finite number of albums felt not only daunting, but frankly a bit stupid. Maybe we were late to the game, but 2020 taught us that music should and can be appreciated in multiple contexts, not limited to but including when it first came out and when it was heard again and again, even if years later. The records below--listed in alphabetical order--happened to be released in some form in 2020, whether never-before-heard or heard before but in a different format. And the only thing I know is that we’ll be listening to them in 2021 and beyond.

Autechre - SIGN & PLUS (Warp)

The legendary British electronic music duo surprise released SIGN a mere month and a half after its announcement and then PLUS 12 days later. The former was a beatific collection of soundscapes that belied the band’s usual harsh noise, while PLUS embraced that noise right back, drawing you in with the clattering chaotic burbles of opener “DekDre Scap B” and lurching forward. -Jordan Mainzer

Against All Logic - 2017-2019 (Other People)

The perennially chill ambient house artist Nicolas Jaar had a busy 2020, as usual, releasing two albums under his name, Cenizas and Telas. But it was 2017-2019, the follow-up to the debut album from his Against All Logic moniker, that came first and throughout the year helped to illustrate Jaar’s penchant for combining inspired samples with club beats and tape hiss. Take the way the lovelorn vocals of “Fantasy” or soulful coos of “If Loving You Is Wrong” war skittering, scratchy percussion and cool arpeggios, respectively: Jaar is coming into his own as a masterful producer almost a decade after he released his first full-length. Oh, and bonus points for including none other than Lydia Lunch on a banger so blunt it would make Death Grips blush. - JM

Bartees Strange - Live Forever (Memory Music)

Like many, my introduction to Bartees Strange was through Say Goodbye to Pretty Boy, his EP of The National covers. Creativity and shifting perspectives shine through each song’s reimaging, like flipping the coarse, almost manic “Mr. November” into something softer, more meditative. It felt like a mere peek into what was to come on Live Forever. Bartees Strange is a world-builder. Each track on his debut unfolds and welcomes you to a wildly engaging tableau, a fully constructed vision. “Jealousy” opens with soft vocals and birdsong. “In a Cab” is the slick soundtrack to racing through a cityscape in the rain, seeing the blurred lights of the high-rises above as you pass by. “Kelly Rowland” warps wistful pop song feelings. “Flagey God” takes you into a dark, pulsing club while only a few songs later, “Fallen For You” wraps you in echoed vocals and romantic, raw acoustic guitar.

It’s an accomplishment to craft an album of individual songs that stand strongly on their own but still feel cohesive. 2020 wasn’t all bad. It gave us Live Forever, a declaration of an artist’s arrival. - Lauren Lederman

Charli XCX - how i’m feeling now (Atlantic)

Back in the spring, many of us wondered who would put out something great in 2020’s quarantine. It was hard to imagine that the intensity of a global pandemic would really allow for artists to embrace creativity. That thought carries the same eye-roll inducing feeling of “We’ll get some great punk music out of a Trump presidency,” but of course, Charli XCX delivered. Through live workshops with fans and longstanding collaborators, she delivered songs to dance alone to in your bubble. Charli embraces the unknown of the moment but clutches onto what’s familiar. Under the glitch-pop veneer of the album, she digs into the anxieties of not just this moment of time but of the bigger questions we all confront: trajectories of relationships with friends, romantic partners, ourselves. Album standouts “forever” and “i finally understand” embrace that feeling of both looking for control and accepting the lack of it. Charli is a master at balancing this. - LL

Christine and the Queens - La Vita Nuova (Because Music)

Named after a Latin text by Dante Alighieri about missing a woman who has died, Chris’ La Vita Nuova is not about mourning a death but instead about loneliness and isolation, post-relationship or otherwise. It doesn’t bang quite like her previous two albums, but it hits harder than ever.

Read our full review here.

Dogleg - Melee (Triple Crown)

Released on March 13th, right as the COVID-19 pandemic hit, Melee was supposed to be supported by three cancelled tours–SXSW, an opening slot for Microwave, and an opening slot for Joyce Manor–and an appearance at this year’s cancelled Pitchfork Music Festival. Listening to the songs on the record, you can only imagine how they translate: the jerky momentum of “Bueno”, build-up of “Prom Hell”, gang vocals of “Fox”, clear-vocal anthem of “Wrist”, and odd groove of “Ender”.

Read “Buckle Up, Motherfucker”, our interview with Dogleg.

Dua Lipa - Future Nostalgia & Dua Lipa/The Blessed Madonna: Club Future Nostalgia (Warner)

Where Dua Lipa’s much-anticipated second album Future Nostalgia succeeded was in its disco anthems and retro, club-ready beats, so who better to bring out the best of the record than The Blessed Madonna? The turntablist masterfully curates a mix of heavy hitters of the charts and the underground that not only offers an essential complement to Future Nostalgia but transcends it. Sending the tracks out to various producers and singers for features and then adding her own samples on top, she invites you to peel back the layers, enter a YouTube rabbit hole of sample searching as much as bopping along.

Read our full review here.

Emma Ruth Rundle & Thou - May Our Chambers Be Full (Sacred Bones)

Roadburn Festival has long been on my bucket list, and since the pandemic showed me how much live music can be taken away in a flash, when it’s safe again to travel and go to a festival, I may just pull the trigger and go--especially considering it’s the springboard for such fruitful and inspired collaborations as the one between Louisville singer-songwriter Emma Ruth Rundle and Baton Rouge sludge dwellers Thou. Rundle embraces the heavier opportunities on the follow-up to her incredible 2018 record On Dark Horses with the ever-flexible Thou backing her up vocally and instrumentally. Slow-burning opener “Killing Floor” offers a familiar introduction to fans of both--sort of what a Rundle/Thou song would sound like--before grunge chugger “Monolith” introduces huge, catchy riffs and “Out of Existence” a True Widow-esque dirge, newfound inspirations for both artists bringing the best out of each other. - JM

Fiona Apple - Fetch the Bolt Cutters (Epic)

What makes Fetch the Bolt Cutters stand out among Apple’s catalog and music in general is the clarity with which Apple seethes at those who have wronged her, whether ex-boyfriends or patriarchal oppressors, and looks to her relationships with other women for peace of mind.

Read our full review here.

HAIM - Women in Music Pt. III (Columbia)

For HAIM, the title Women in Music Pt. III is suggestive that, more than their previous two records, their third centers around the experiences of being an all-female band in a historically white cis male-dominated scene, at least one that wouldn’t call catchy riffs written by a man “simple” or call attention to the faces a man makes while playing. What it doesn’t let on to is how deeply personal the record is, how, by unabashedly embracing genres and styles of music that they love, HAIM have made far and away their best album. Co-produced by the usual suspects, Danielle Haim, Ariel Rechtshaid, and ex-Vampire Weekender Rostam Batmanglij, it’s instrumentally and aesthetically dynamic and diverse, consistently earnest without devolving into cheese.

Read our full review here.

Irreversible Entanglements - Who Sent You? (International Anthem)

I’ve been captivated by Irreversible Entanglements ever since I first saw them at Pitchfork Music Festival 2018. The radical poetry of Camae Ayewa (aka Moor Mother) is the perfect front for a ramshackle mix of Luke Stewart’s spidery bass, Tcheser Holmes’ weighty drums, and a horn section that concocts tones that range from hopeful to desperate. At their best, Who Sent You? is a shining example of celebratory Afrofuturism and metaphysics that makes the urgency of Ayewa’s more concrete and political words all the more necessary. “No Más”, composed by Panamanian-born trumpeter Aquiles Navarro, is a declaration against imperialist oppression, while the stunning title track flips the switch like a Kara Walker painting, as Ayewa’s the one interrogating the police officer terrorizing her community. “Who sent you?” she repeats, never spiraling, grabbing a hold of the power and never letting go. - JM

Jeff Parker - Suite for Max Brown (International Anthem/Nonesuch)

It’s Jeff Parker’s mom’s turn. After 2016′s The New Breed ended up being a tribute to the guitarist’s father, who passed away during the making of it, Parker decided to pay tribute to Maxine while she was still alive. Suite for Max Brown (Brown is his mother’s maiden name; Max is what people call her) is a genre-bending collection of tracks inspired by Parker’s DJing, juxtapositions of sequenced beats with improvisation that certainly sound like the brainchild of one individual. Indeed, Parker plays the majority of the instruments on it and engineered most of it at home or during his 2018 Headlands Center residency in Sausalito, CA; though all of the players and the vocalist (Jeff’s daughter Ruby Parker) on The New Breed show up, plus a couple trumpeters (piccolo player Rob Mazurek and Nate Walcott of Bright Eyes) and cellist Katinka Kleijn, Suite for Max Brown is a distinctly Jeff Parker record.

Read our preview of Jeff Parker & The New Breed’s set at Dorian’s last year.

Jeff Rosenstock - NO DREAM (Polyvinyl)

Jeff Rosenstock throws us right into the spinning, manic energy of NO DREAM, his latest release from a seemingly endless well of music that never lacks urgency. It’s a reminder that though it’s been a strange year, the issues Rosenstock tackles here aren’t new. There’s no interest in making you feel comfortable here. On the album’s title track, Rosenstock sings, lulling you into a false sense of security, “They were separating families carelessly / Under the guise of protecting you and me.” But reality sets in, and the hazy guitars spin out as he spits, “It’s not a dream!” and, “Fuck violence!”

My image of Jeff Rosenstock in the year 2020 is masked up with “Black Lives Matter” scrawled across the fabric of his mask in Sharpie, performing album highlight “Scram!” on Late Night with Seth Meyers as high energy as ever. It felt like watching someone send out a beacon, both a distress signal and a call to arms. - LL

Jessie Ware - What’s Your Pleasure? (PMR/Friends Keep Secrets/Interscope)

I am not someone who goes to clubs. I don’t “go out dancing,” preferring to let loose in the privacy of my own home or a trusted friend’s house party. But Jessie Ware’s What’s Your Pleasure? makes me think I could embrace a night out like that, once the world opens up again, of course. The album is filled with syncopated disco beats that feel fresh and classic all at once. The abundant horns and strings on “Step Into My Life” are decadent, like light bouncing off sequins in a dark room. Ware’s voice is slinky and velvety one moment, windswept like her album cover the next. It’s songs like “Save a Kiss” that embrace both, allowing her to show off her range. - LL

Laura Marling - Song for Our Daughter (Partisan)

With sparse production, mostly from her but with additions from Ethan Johns and Dom Monks, Marling foregoes the comparative maximalism of the Blake Mills-produced Semper Femina, her last proper full-length, and 2018′s LUMP collaboration. The songs aren’t simple, but they’re succinct, and every element, from Marling’s finger-picked guitars, the occasional slide guitar, and that unmistakably calm voice, sometimes alone and sometimes layered, fits. It’s her most universal set of songs yet, centering around the times when we’re apart from one another but reflecting on when we were together and when we might be together again, with no guarantees.

Read the rest of our review here.

Les Amazones d’Afrique - Amazones Power (Real World Records)

The groovy pan-African collective expands upon their debut Republique Amazone and then some with Amazones Power, a tour-de-force statement of female empowerment in the face of oppression against women throughout the African diaspora. Indeed, the album is more than just songs boldly decrying FGM, though those demands ring heavily. Instead, the group goes further, delving into gender power structures in marriage on “Queens” and selectively finding strength in tradition on “Dreams”. And this time, they include men to stand alongside with them. “Together we must stand / Together we must end this,” sings Guinean musician/dancer/artist Niariu on opener “Heavy” in solidarity with features Douranne (Boy) Fall and Magueye Diouk (Jon Grace) of Paris band Nyoko Bokbae. But perhaps it’s her kiss-off on “Smile” that hits hardest: “I shut up for no one.” - JM

Lianne La Havas - Lianne La Havas (Nonesuch)

The British singer-songwriter’s much anticipated follow-up to 2015′s Blood was better than I could have ever imagined. A song cycle about life cycles--of nature, of lives, of a relationship--inspired by an actual breakup, Lianne La Havas is a contemporary neo soul masterpiece. Overview opener “Bittersweet” is an instant earworm, La Havas’ coo-turned-belt filling the space between classic and increasingly emotive slabs of piano and guitar. Funky, lovestruck strut “Read My Mind” is the soundtrack for the unbridled confidence of finding new love. Yes, the doubts begin to sow on the fingerpicked melancholy of “Green Papaya” and “Can’t Fight”, and where the album goes from a simple narrative perspective may be predictable: They break up, they don’t get back together, La Havas enjoys her independence. But the depth of the arrangements and assuredness of La Havas’ singing is a product of an artist starting to really show us what she can do. And how many people can pull off a Radiohead cover like that? - JM

Lomelda - Hannah (Double Double Whammy)

What does it mean to title an album after yourself? Lomelda’s latest album is centered around discovering more about yourself while not always having the answers. Despite the lyrical content, the album is self-assured. Hannah Read’s voice feels as steady as ever as it navigates these twisting questions, like the way the world can shift after a kiss. She finds power in softness and reflection throughout the album, like when she explores the mantra-like words of “Wonder” or through a reminder to do no harm in “Hannah Sun”. In a year that allowed for perhaps more reflection than usual, Hannah makes space for the questions that arise out of figuring yourself out, of making sense of the messiness of it all, wrapped in warm guitar, balanced vocals, and steady drums. - LL

Moses Sumney - Grae (Jagjaguwar)

“Am I vital / If my heart is idle? / Am I doomed?” Moses Sumney famously sang on his stunning 2017 debut Aromanticism, an album that saw him developing his acceptance of being alone. grae, his two-part 2nd full-length, and his first since officially moving from L.A. to the Appalachian Mountains of Asheville, North Carolina, doubles down on themes of heartbreak, but instead of being sure in his seclusion, he embraces the unknown. The album teeters between interludes of platitudes about isolation and ruminations on failed human connection, and maximally arranged clutches of uncertainty. “When my mind’s clouded and filled with doubt / That’s when I feel the most alive,” Sumney coos over horns and piano on slinky soul song “Cut Me”; it’s an effective mantra for the album.

Read the rest of our review here.

Norah Jones - Pick Me Up Off The Floor (Blue Note)

At the time we previewed Norah Jones’ 7th studio album, she had only released a few tracks from it. Turns out the rest was just as powerful. From the blues stomp of “Flame Twin” to the rolling piano stylings of “Hurts to Be Alone”, Pick Me Up Off The Floor is an album full of jazzy orchestrations and soul and gospel-indebted arrangements, Jones’ silky, yearning voice tying together the simple, yet lush and deep instrumentation. And that other Tweedy feature, that closes the album? It’s a heartbreaking portrait of loneliness, one of many on a record that still manages to celebrate being alive all the while. - JM

Phoebe Bridgers - Punisher (Dead Oceans)

Phoebe Bridgers is a master of details. Her lyrics shine when they get specific. They range from the mundane to morbid: A superfan’s ghost-like wandering under a drugstore’s fluorescent lights, a skinhead likely buried under a blooming garden, reckoning with the you in “Moon Song”’s lines, “You are sick, and you’re married / And you might be dying.” Bridgers has always been able to set a scene meticulously, and Punisher arrived with 11 songs that expanded that skill, both lyrically and musically, with her dark humor intact and a fuller sound that includes her boygenuis collaborators’ harmonies. - LL

PJ Harvey - To Bring You My Love: The Demos & Dry - The Demos (Island)

Yes, revisiting Dry’s demos as a separate entity is still worthwhile. Harvey’s powerhouse vocal performance carries the acoustic strummed “Oh My Lover”, while the comparatively minimal arrangement of “Victory” highlights bluesy riffing, call-and-response harmonies, and layered guitar and vocals. The singles, the slinky and sharp “Dress” and propulsive anthem “Sheela-Na-Gig”, hold up to their ultimate studio versions, too. But it’s the To Bring You My Love material that provides novelty because it’s never been released and more so because it encompasses the greatest aesthetic contrast from the album. From the warbling hues and guitar lines of the title track to the tremolo haze of “Teclo” to the crisp snares of “Working With The Man”, the demos show a continuity and level of cohesiveness with the diversity of Dry and Rid of Me not shown on the studio version of Harvey’s more accessible commercial breakout. (Predictably, the album’s most well-known song, “Down by the Water”, is the closest to its eventual version.) “Long Snake Moan” is simultaneously more spacious and more noisy, its garage blues a total contrast to the lurking “I Think I’m A Mother” and swaying shanty “Send His Love To Me”. And “The Dancer” fully embraces its flamenco influences, hand claps and all.

Porridge Radio - Every Bad (Secretly Canadian)

Is there a better opening line than “I’m bored to death, let’s argue”? That kind of duality is found across all of Every Bad as it grapples with the frustrations and anxiety of trying to figure it all out, whatever that might mean for you. “Maybe I was born confused, but I’m not,” vocalist Dana Margolin repeats throughout the opening track, roping in listeners with the dizzying feeling of trying to make sense of yourself. The band’s guitar and synth sound coupled with Margolin’s howl makes for a dance party filled with dread, rendering Margolin’s already strong, repetitive lyrics even more spiraling. And yet, by the time we get to “Lilacs”, a glimmer of something else shines through as the music gets more manic and Margolin’s voice begins to soar: “I don’t want to get bitter / I want us to get better / I want us to be kinder / To ourselves and to each other.” - LL

Sault - Untitled (Rise) & Untitled (Black Is) (Forever Living Originals)

Yes, Black Is still pulls plenty of devastating punches. “Eternal Life”, a segue from the gospel boost of “US”, juxtaposes a deliberate drum beat with zooming synths, both ascending like a chorus of angels, as they sing, “I see sadness in your eye / ‘Cause I know you don’t wanna die,” presenting the oppression of Black life at the hands of white supremacy in inarguable terms. Ultimately, though, it’s the anthemic nature of the songs, resistant of platitudes, that shines through. “Nobody cared / This generation cares,” says Laurette Josiah on “This Generation”. Whether she’s talking about young people in general or the latest generation of young Black leaders, the sentiment is reflected on songs like “Black”, wherein over dynamic, sinewy instrumentation, the singers alternate between encouragement, support, and love of the self and others.

Read our full review here.

Shamir - Shamir (self-released)

Shamir’s voice is a bright beacon in a sea of conventional singers. Shamir captures the effervescence of pop music and weaves it together with elements of country, alt rock, and diary confessional lyrics all supported by the emotion and range of his vocals. There’s something for everyone across the album’s 11 shimmering tracks. Lead single and opener “On My Own” feels like a declaration of self and self-sufficiency, an anthem of a breakup song. The almost pop-punk bounce of “Pretty When I’m Sad”, paired perfectly with lines like the angst-ridden, “Let’s fuck around inside each other’s heads,” feels impossible to not bop along to. The twang of “Other Side” would put a country crooner to shame. That’s the power of Shamir. His voice has the ability to smoothly convey joy, resilience, and humor. He uses elements of several genres, not just the dance-pop of his debut, to build a unique album that gives listeners so much to sift through and, of course, dance to. - LL

Songhoy Blues - Optimisme (Fat Possum)

If Songhoy Blues’ second album Resistance lacked “the grit of its predecessor,” it’s clear from the hard rock stomp of the opening track of Malian band’s third album Optimisme that they rediscovered their mojo. More importantly, they couple this maximal brashness with tributes to those who make their world a better place: fighters for freedom, women, the young. It’s perhaps the first Songhoy Blues record to truly combine the celebratory nature of their desert blues with a balanced mixture of idealism and vigor. - JM

Spanish Love Songs - Brave Faces Everyone (Pure Noise)  

How can you find hope in hopelessness, or optimism when every news story points to cruelty? Is it naïve to keep searching for light in the dark? I don’t think so, and I don’t think Spanish Love Songs does, either. I’d like to think we both believe that’s not naivety, but power. It’s the embers you need to really ignite a flame. After all, this is the band with a song titled “Optimism (As a Radical Life Choice)”. It’s a band whose crunching guitars and earnestness insist that despite death and depression and addiction, the instinct to survive shines brightly above all. That relentless hope resurfaces across Brave Faces Everyone’s 10 tracks even as it works through the bleakness of everyday life. - LL

Tashi Dorji - Stateless (Drag City)

The magnum opus from the Asheville-based picker is a group of evocatively titled, disorderly songs about the desolate hellscape of America for outsiders and immigrants. Enigmatic in its nature, not exactly narrative, Stateless combines Dorji’s urgent strumming with moody motifs, captured beautifully in a studio setting for maximum emotional wallop. - JM

Touche Amore - Lament (Epitaph)

Is this what an almost uplifting Touche Amore album sounds like? It’s cathartic in a newer way for the band, especially after the beautifully rendered grief of Stage Four. Lament loses none of the band’s aggression or urgency. “Come Heroine” thrusts listeners into that urgency and introduces a moment of warmth, Jeremy Bolm’s vocals still rasping and insistent: “You brought me in / You took to me / And reversed the atrophy.” The bounciness of “Reminders” may seem close to optimism, but a sharper look at the lyrics uncovers more than blindly looking to the things that bring joy. “I’ll Be Your Host” is reflective, a few years removed from Touche Amore’s previous album and the immediacy of loss, self-aware and growing, but still raw. The album closer, “A Forecast”, takes a turn, a lone voice and piano acting as a confessional before giving way to thrashing guitars and the realization that growth and reckoning with trauma doesn’t mean minimizing it. It means learning to keep moving forward and to stop for help when you may need it. - LL

Waxahatchee - Saint Cloud (Merge)

The best album yet from Katie Crutchfield is inspired by positive personal change (getting sober, dealing with codependency issues, her blossoming love with singer-songwriter Kevin Morby) and reflections on family and friends. Named after the suburb of Orlando where her father’s from, Saint Cloud is a genre-hopping collection of stories and feelings that doesn’t necessarily follow any semblance of narrative. On opener “Oxbow” and country-tinged ditty “Can’t Do Much”, Crutchfield’s increasingly aware of the need to pick your side and your battles, whether in the relationship between two people or between the allure of the bottle and the next-day hangover. Some of the best songs on the album see her finding commonalities with others as a means towards self-love. Gentle strummer “The Eye” refers to her natural creative relationships with Morby and her sister Allison. “War” she wrote for herself and best friend, who is also sober, the title a metaphor for one’s fight to remain substance-free. “Witches” is an ode to her best friends, including Allison and Snail Mail’s Lindsey Jordan, all equally frustrated by the toxic nature of the music industry and the world at large, ultimately lifting each other up because they simply have each other.

Read our full review here.

[mittensmorgul]

(re: trad authors vs fanfic authors and the “nine levels of removal") Yes. This. Story time! I went to a book event for a well known, critically acclaimed, best selling author once about 20 years ago. He'd never done a proper "book tour" before and as a fan I was excited. Myself and other fans from a Yahoo Group (RIP) met up at the event and gave Mr Popular Author a fan art book we'd put together. He later wrote that he’d had to go off to a corner of the bookstore to hide and cry for a few minutes because he'd always thought he was writing into a void. Then BOOM, there we were, a big group of us, right in front of him, loving his work and giving him feedback (and gifts!) He’d never so much as read a review of any of his books before. The sudden realization that actual humans had read (and liked!) his work was apparently very emotional for him. Fanfic authors don’t have the luxury of that distance. And I don’t envy them for it. The feedback they get is immediate and devastating. Trad authors often won’t even get told how many copies their book has sold for the first six months after publication. Fanfic authors see every single view and kudos and comment in real time.

Yep. This.

I mean, it’s shifted a bit in the last 20 years. A lot of traditionally published authors have websites, or twitter, or other social media. Before I ever came to fandom, I was trying to go the traditional publishing route, too. Heck, a decade later I’m still on author twitter (most of my twitter is authors/publishers/agents/editors because those are the people I befriended when I first started seriously writing). But there is a sense of removall still there between authors and readers. And twitter followers and interactions don’t always equate to readers.

I mean, look at any author’s twitter, and a lot of it is just... like anyone else’s twitter.

Authors can also go look at their reviews on Amazon or Goodreads or wherever else online, and see their book’s daily ranking in sales if they really want to, but trust me on this, everyone involved in the publication of their books has probably told them not to do this. It’s not helpful in any way, unless they’ve shot to the top of the bestseller lists. Learning their new release ranks 32502905 in their genre... isn’t worth bothering, you know? And there’s nothing to do by obsessing over it.

When your agent is sending you all the good reviews, all the positive feedback, and encouraging you to finish the draft of your next book or your next round of edits, you don’t HAVE to think about responding to every comment anyone makes on your work. You’re encouraged NOT to respond. Because those reviews are NOT FOR YOU. They’re for other readers, to help them decide whether or not to make a financial investment in your already published book.

Fanfic comments ARE NOT THAT. Fanfic comments are written directly TO the author. Sure, other readers might see them, and I’ve had conversations start in comments on my fic before so I know it happens. But when a reader writes a comment on a fic, it’s generally to thank the author for the story, for having entertained them for a while.

Not all fanfic authors reply to comments, but I think the vast majority of us TRY to at the very least. Thanking the reader for reading, expressing the happiness we feel that our work has brought someone else a bit of joy (or angst, or whatever feeling we’ve inspired with our words). Or else answering questions the commenter has asked, or otherwise expressing gratitude.

It’s a DIRECT CONVERSATION, the likes of which most people will never have with a traditionally published author. The absolute ridiculousness that anyone expects the works we publish on AO3, for free, can be compared in any way to a traditionally published novel is beyond belief. The conceit that works we write-- again, for free, in our spare time, out of love for doing it-- should be as polished and free of any sort of errors as works that have spent more than a year and often more than two years going through multiple rounds of editing, proofreading, line editing, typesetting, etc. where MANY PEOPLE have scoured it for errors and yet still a few slip by here and there... I mean, HOW can anyone hold writers working on our own, in our spare time, for zero pay, purely for our own enjoyment to the same level of exactitude that we hold commercial novels? It’s laughable.

And honestly, it reaches a point where we’d rather just post the thing and move on to the next thing. I have gone back and done minor edits to some of my older works. If I’m rereading and notice a typo, I’ll fix it, for example. I once switched a character and wrote it as a different character because I felt bad about how the original character was portrayed. But for the vast majority of them I have zero intent of going back and making major edits on anything I’ve written, because I have moved on. I’m writing something else now, and maybe that will be more polished for having written the previous things with the wonky sentence structure or the awkward choice of words.

Mostly I write because I want to tell the stories that are stuck in my head. I need to get them out or they wedge in there like a big old log jam. Enough words build up that if I don’t start lining them up and pushing them out, the pressure builds up and bursts out in really inconvenient and messy ways. I’m personally not writing fanfic as “practice.” Or because I hope to some day be “good enough” to publish original works for money. I came to fandom to write fanfic so I wouldn’t have to deal with the rest of the publishing industry lol. I don’t need encouragement or approval or advice on how to improve. I just need an outlet. And if other people enjoy anything I write, that’s just a bonus to me.

(I had a publishing contract in my hands, stared at it for three days and then cried as I tore it up... I didn’t want to put myself through the publishing mill... I was already burnt out just getting to that point, and couldn’t imagine it becoming my life for years to come. It wasn’t worth it to me, and then I found fandom and AO3 and fanfic, and got all the benefit from writing with none of the angst of commercial publishing. This is where I WANT to be, this is not a stepping stone or training ground for someday becoming a “real author.” Sure, it is for some folks, but for a lot of us, this is just what makes us happy.)

Can you imagine going to a craft show where everyone has spent their time making beautiful handmade things and walking directly up to each artist and critiquing their work? Going up to a knitter and complaining that you saw a nicer hat in Macy’s the other day and pointing out everything about her hat that you don’t like? Or going to a jewelry designer and saying you prefer gold to silver, and demanding to know why they chose to inlay green stones when clearly they should’ve used blue ones?

Same vibe on critiquing fanfic in the comments. Or at the author in general. It’s just rude.

[sole-cuore-amore-e-droga]

Cyprus brings shampoo to Rotterdam 2021

I FELL IN LOVE, I FELL IN LOVE, I GAVE MY HEART TO PRODUCT PLACEMENT.

Though I do see where they come from. Everyone from Panik Records, from her to Eleni Foureira featuring Perfectil on the “Fuego” MV, gonna need that sweet sweet money all of the time. But has Greece’s economy not really recovered for them to constantly need to advertise products on music videos or am I just losing my mind overthinking things?

Eitherway, this review may or may not appear before or during their rehearsal day, so see how do I make a fool of myself by trying to estimate Cyprus’s chances!

ARTIST & ENTRY INFO

This year we have a 26 year old Elena Tsagrinou from Greece here (the way they were last represented by a somewhat Cypriot on 2017?). She did music early on in her age, also participated in the Greek version of Got Talent. Though, before breaking out as a solo pop sensation in ways you cannot imagine, she used to be in a pop band OtherView. Strangely enough, I’ve heard of them because of this song below but I could’ve NEVER estimated it was her and never could have I predicted she would land herself a Eurovision entrance all alone:

The band has had quite a few successful enough singles with her, she did some music shows participation and hosting, her band switched labels midway through (guess into which one they eventually landed, hint: some of the screenshots in this review have this peculiar logo), and in 2018, she had to “withdraw” from the group to go ahead and pursue the aforementioned solo career, somewhat. She continued doing a lot of shows (particularly seen on the MAD music channel related events), and doesn’t have as many singles as she had with OtherView right now, but she’s possibly well on her way to blossom as an artiste. Some of those reading (lol who am I kidding who even reads these) may be familiar with this little song of hers:

You’ve heard way too many things about “El Diablo”, her 2021 entry, so idk if I feel like explaining the technical side of things all by myself or you already know everything. But in these reviews I repeat everyone else regardless, so let me just say that “El Diablo” is an obvious pop song, with a lot of Swedish related touches to it, because at least one person on this song also worked on Alvaro Estrella’s Melodifestivalen 2021 entry that glorifies at least a handful of the same cliches that “El Diablo” does lyrically. Dear Eurovision lyricists, you can use more foreign languages than Spanish for your obligatory foreign language incorporations, thanks~

Although I’m not sure about whether it is more Laurell Barker’s fault as much as it is Joker Thörnfeldt’s, but it’s easier to blame them equally, because the former probably came up with “ta-taco, tamale” and the latter couldn’t get enough of the word “mamacita” they used for the aforementioned Melodifestivalen entry. Anyway, the lyrics, from what I get, is that she’s in love with an eeeevil guy because he’s sweet talking her, they do some sexy stuff together (presumably), pour sauce on their bodies for no explicit reason other than “obligatory-foreign-reference-itis”, she’s breaking the rules (and idk if it was “mama-mamacita” telling her to do it), got the icy edges that the spicy is melting for her, throws eyelashes on the floor when she’s got no wigs to throw (but that doesn’t matter because even without a wig, she can flip her hair and make him look twice), and there’s as much as you need to know about the song’s lyrics as I feel like I should show to you, because eh. Eurovision has suffered from worse cookie-cutter lyricism through the years, “El Diablo” is painful but not the worst.

REVIEW

But I do like the song somewhat!

“El Diablo” was initially compared to Lady Gaga’s “Bad Romance” upon release, and I totally kind of see why, because in all the right spots you can absolutely hum over the chorus to that over the one of “El Diablo”’s, it just exchanges gratuitous French translation of one of the already sung lines on the bridge for obligatory inserted Spanish terms just for the sake of being trendy with the crowds of the nowadays, because as we learned nothing these days, having a lot of Spanish in your song is apparently trendy. And Elena does nothing absolutely batshit insane on the music video (other than advertising) - no lapdance for the devil Lil Nas X style, no being forced into a bath, no person to sell her body to (not even the titular diablo), no dancers that rise out of their Christian sleep pods. Just Elena singing behind lots and lots of trash bin bag wrap.

Honestly the bigger issue for me than the song being “sAtAnIc because it is called “the DEVIL!!!”, aside from the lyrics, is that the MV does not come with any forewarning whatsoever for the people that are seizure prone when they see strobe lights? And that happens for some extended periods of this clip? I know you are indulged in your advertising and good for you but don’t just care for the companies that pay you if you use their products, do care about people’s wellbeings too, sometime.

But enough about the MV.

The song is decently sounding. It has interesting uses of what sounds like hi-hats during the verses (e.g.: a moment when this happens for the first time on the song is after Elena sings “tonight we’re gonna burn in a par-tY” the second time, and then there’s something that sounds soaring - that’s what I think that the hi-hats did.). It also has some sort of a synth piano on the second verse to boost the song’s sound rather than just relying on 808s and beats. I quite like how the chorus is so instant somehow, idk why but it is for me. Might have a gripe with that childish choir singing “I LOVE EL DIAB-LO” in the tune of standard kindergarten children teasing tune (aka ”NA NA NA BOO BOO”), as well as the constant breathing sounds, but they don’t distract me from generally “fucking” with this song, lol. It’s just that likeable imo.

I just can’t cope with the fact that Cyprus can’t seem to dare to go at least a little bit original with their song, yanno? Ever since 2019 they were called out as being a ripoff of something... hell, everyone since 2016 except Eleni was a ripoff of something. Alter Ego? “Somebody Told Me” by The Killers. Gravity? “Human” by Rag’n’Bone Man. Replay? “Fuego” itself. Running? “Lose Control”, Meduza x Becky Hill. Now we have a Lady Gaga song wannabe that even caught the attention of another singer that the music video looked like it was ripping off, and the Eurofandom caught up in hysterics:

Heads up, folks: not EVERY short haired blonde with messy hair, silvery tank top and shortpants that writhes on the floor is a Zara Larsson clone. And I don’t know who stirred controversy first - her or the fans - but this was ridiculous to see, even for me.

Although for a second I saw where they were coming from.

Now see why I want Cyprus to go original for at least once? Because I guess that the way “Fuego” was conjured up, it brought Cyprus so much success with how the package was, how Eleni sold it, and how the song sounded. You know the first thing of everything potentially going wrong for you later on is if you find the formula you’ve been looking for, but you proceed to be using the exact same formula that got you this far in the first place, without realizing what was it in the formula that you needed to bank on to further to make it click, but instead proceed to copy everything like it was an easy, fill-in-the-blank form. You can and should do better than that.

Though that doesn’t stop me from ranking it 11th this year.

Thing is, I really expected it to be the one female pop song of the year I would have the constant impulsive need to replay, replay, yeah. Ever since the chaotic entry MV drop that occured on some random-ass Cypriot TV show where three guys talked a lot (and before that, we got a cooking show), and kept growing increasingly agitated that no one is liking their show, until at some point one of them erupted in “IN TWU MEENETS... EL DIABLO... ON UR TEEVEE”; I was really devastated I couldn’t be able to break the replay button because of Panik Records deciding to rather benefit for themselves to have the MV on their app, then on Youtube, THEN on Spotify in that order. So I listened to a few video rips that I received / had for myself, and it was a fun time... until I realized the desire to play it declined much faster than I thought it would when it actually dropped on Spotify, oops. So I can’t really let myself rank it higher, when there are at least some catchier female bangers with better overall sound, better lyrics, and better multiple-replay factor. But I can’t really settle for a much lower rank for her than 11th, anyway. Girlbanger 2021 power y’all!

That and vocally she’s actually not that bad, even if she has shown up singing her song drunk in a handful of Instastories for some event of some party house, and at the time people overreacted, but I think that at least a large audience of those same people has collectively dropped their “Cyprus obvious NQ” talks come the pre-parties.

Panik Records, when will you put the yeehaw El Diablo on streaming? Now THAT’S a version that has replay value, and I might never get bored of it instead :(

Approval factor: Yeah, there exists some for me in it Follow-up factor: CyBC did one of the nastiest in terms of following up their 2020 arc of “Bring Your Artist Back for Revenge Year” that was 2021, straight up ditching Sandro probably right after Eurovision was done (well it doesn’t look like the case because CyBC published a statement later, but I sense that it might’ve been the case), because “Running” wasn’t doing so well with the “YAS QUEEN” branch of the Eurofandom. Which sucks because Sandro would’ve actually been down to be asked again for Eurovision, as he revealed it to NikkieTutorials during many of her interviews with last year’s class of. “Agreement from both parties” my ass, unless Sandro secretly realized that like Tom Leeb, he was too busy for 2021 Eurovision, which I doubt. It actually sucks imo that Sandro can probably be considered as even a forever non-returnee, because Sandro is more of German roots than Greek, and if we learned anything about the Mukuchyangate 2021, is that Germany will never send a returning artist, at least one that didn’t represent their country first and foremost. So Greece could only ask Sandro nicely only if the contest comes on to Germany, I guess? How do you think they decided on getting Stefania, who still ever so regularly appears on Dutch music, to represent them this year? So on that regard the follow-up from CyBC stinks, eventhough I think that entrywise the follow-up was rather decent, at least in the usual Cypriot way of sending female pop (going from “Replay” to “El Diablo” which I like more than “replay”), and eventhough I’m falling out of the hype for Cyprus I once used to have, their 2015-2021 entry streak had entries that I largely feel positive for overall, so in that regard, the follow up is decent. Qualification factor: In a year of Semi 1 Female Banger Slaughterhouse, Elena goes out in my eyes with several scratches, but not enough to completely kill her chances. If anything, given the divisiveness of Ireland’s rehearsals, Elena is likely to obliterate any last memory of Lesley Roy any first time viewer has ever had, except for her stage graphics. Even if Elena’s staging will not be as mindblowingly cartooney as the last, once a bop comes on, everyone forgets the slower song and gives into the bop, at least that’s how the draws work when choosing what insignificant song to put on 2nd and wedge in between the opening banger and some lesser-key banger, right? I know that “Replay” barely qualified, but I find “El Diablo” slightly better, and it all goes well, it will barely just as qualify as well. Because in a Semi 1 Female Banger Slaughterhouse, she can’t be the losing one, really.

INTERNAL CORNER

I already told everything that was noteworthy about Elena’s journey in previous sections, honestly.

• That I said that CyBC likely ditched Sandro right after cancellation just like Hooverphonic ditched “Release Me” should they have had a chance to keep or toss their entry. It doesn’t present itself as the case, but I just feel like it is.

• That the song was revealed on a Cypriot talkshow where three dudes were aware that we were waiting for “El Diablo”, trying to throw some gratuitous English our way, hating that we didn’t like our show, but promising that “El Diablo” MV will be shown in “TWU MEENETS”, which wasn’t but worth the wait eh?

• That people were cackling at Zara Larsson joining in the talks of Elena’s MV having aspects of her own song’s MV plagiarized.

• That Elena performed her song in a private-ish event when drunk and having heaps of fun and people cried that it was gonna be a NQ.

And do I really need to elaborate about the local Cypriot church scandal? It just so happened that a bunch of people read into a song’s title so much, thought it was rude of their country to sing about the devil (eventhough the bigger offenses made here is the gratuitous Spanish more than anything), and hoped that the broadcaster will disqualify the very song they okayed to be internally chosen because they are displeased with it - and if it’s not disqualified, they even threatened to burn the headquarters down. No, really. That’s like the most amusing part of that whole spectacle. Imagine burning a broadcaster headquarters down for a song... if I did it for every favourite of mine that lost to other broadcasters, the broadcasters would run out of locations to rent, because everything else good is pre-occupied or the ashes of their lost headquarters staring back at them.

Imagine being toxicly Christian in 2021... How long until Elena’s face gets photoshopped on the main protagoniste of The Unholy?

ANY LAST WORDS?

Even if I’m with this song, part of me kind of wants me to fail to make Cyprus realize that their formula is starting to wear thin and they got to be somewhat of a versatile nation in Eurovision if they want to be on the radar of not just one specific niche. But then again, they learned nothing when they flopped with Tamta, because she sneakily qualified as opposed to failing even harder than Tulia, ah well. Will they ever learn?

But why would I openly wish this to a top 11 song of mine, oh dear. Good luck Elena, may God be on your side, I guess. :P

[plaxytoru]

The Traitor Among Us

After todays streams the big question that falls to us is:

Who is the traitor among the DreamSMP?

Well, here is my take.

Okay so we can rule out a bunch of people as not being impactful enough to the main story. Dream has said it would be bigger than Eret which means it can not be one of the less involved people. This rules out:

Awesamdude (unclear side, not involved)

Alyssa (unclear side, not involved)

Antfrost (unclear side, not involved)

Callahan (unclear side, not involved)

HBomb (unclear side, not involved)

Thunder (unclear side, not involved)

Skeppy (unclear side, not involved)

We can also rule out people who have been on Schlatt’s side before, or at least been questionable. This rules out:

Punz (unclear side)

Ponk (unclear side)

Eret (clearly favors Pogtopia but a second betrayal wouldn’t make sense)

Fundy (favors Pogtopia, again though, another betrayal wouldn’t make sense)

Quackity (may betray, but it wouldn’t be impactful, he is too connected to Schlatt)

George (favors both Schlatt and Dream, might not even show up at all)

Sapnap (unclear side, not involved)

Karl (favors schlatt, not involved)

Bad (unclear side, has swapped, favors dream/george)

Dream has said it would be bigger than Eret which leaves few people.

Niki: Now a Niki betrayal would hurt Wilbur, but it just wouldn’t make sense. She suffered so much under Schlatt and has only just returned to find Wilbur is not the same. Perhaps this would cause her hesitation, but after the festival, I believe she would stick by Tommy and Tubbo to the end. She is loyal (almost to a fault) and I doubt she would betray. 

Tubbo: I firmly believe he doesn’t want to betray Tommy. Multiple times it has been set up as a “Tommy and Tubbo v. the world” and after seeing how the festival went, it would be weird to backtrack and try to switch back. 

Now, for the main Pogtopia boys.

Wilbur: As has been stated by him, it wouldn’t be a surprise. He has always been outspoken of his master plan, even if he was the only one for it. You can’t betray a side if you aren’t really on it. He is on his own side of chaos. He is over this and just wants to end it all in one big explosion. In a way he has already betrayed Tommy. Even if he still fights for L’manberg, he doesn’t care about it the way the others do. He is not the traitor.

Tommy: A classic case of protagonist, I don’t think Tommy could betray. At this point his entire drive is against Schlatt in an effort to return L’manberg back to its former being. He has said he wouldn’t betray Tubbo, and despite having the perfect opportunity to betray Will, he’s stuck by his side. While he may not agree he doesn’t think Wilbur is too far gone. He wants to save Will almost as much as he wants to save L’manberg. Besides that, there is no way he would be able to do so much on the server and hide his true intentions from everyone. As much as this would impact everyone, there is no doubt in my mind that Tommy would never.

Technoblade: My thoughts are that it’s definitely Techno. He has been 100% clear multiple times about wanting to betray if too many people were on their side. He said “Which ever side had him fighting more people is the side he would be on.” When he joined, it was because as he was aware, it was Tommy and Will against the server. As more people revealed to be against Schlatt he has stated that he would rather fight on the team with less men, wanting more people to kill. Also, as shown at the festival, he clearly doesn’t care who is on what side. His only loyalty is to chaos. [Though it can be noted that he has shown to listen and favor Wilbur over near everyone else, even when faced against a mob of people still defending him and putting himself between Will and the mob. Perhaps evidence of loyalty?]

More evidence to point to Techno is the secret base under his secret base. Underneath his base when mining one of the walls he revealed a blackstone brick block. He quickly covered it up remarking “You saw nothing” and moving on. He later said it was something chat would have to eventually figure out. Sus.

As shocking as a Techno betrayal is, it would almost be expected. Will said in his stream, Techno has been pretty upfront about being on his own side. Not only is it obvious, fans have been cautious of it since the moment he joined. Despite the wariness, it would be one of the biggest upsets of the server, and definitely fits the narrative of being more impactful than Eret.

Having said that, I want to call into question the way Dream phrased it. “You may have traitors in your ranks.” It was odd and kinda implied multiple traitors?

I think Techno is an obvious traitor. I think there is only one person though who would have the biggest impact on the story as a whole.

Philza Minecraft.

Now hear me out. I am aware that he isn’t on the SMP. Despite not being whitelisted though, in the canon he exists and has affected the lore (more than some of the people on the server even). Now, why do I think that Phil could be the traitor?

Fans have been very outspoken about wanting him to get whitelisted. Multiple times they’ve trend #WhitelistPhilza and when asked Phil has said that he would like to join, and that he had asked in the past.  No one from the SMP has commented on any of this.

Will's biggest thing he’s tried to push is the idea of “ be careful who you trust”. Despite his distrust and unease, the one person he hasn’t doubted is Phil. He has clearly shown to trust him, having said multiple times “I wonder if Phil would be proud?” He has mentioned this enough times to be notable.

Phil has said on his stream (in response to the question of “is he proud”) that he disagrees strongly with Will and his actions. When asked "What's the first thing you'd do on DreamSMP?" he said "I'd slap Wilbur, he needs to knock it off".

Think of the betrayal. It'd hurt so much more than Eret. They trusted Eret, but Phil? He is like the father figure to at least half of the Pogtopia members. Dividing the sleepy bois in the worst way possible? Imagine the angst.

Possible coincidence but the date scheduled is a Monday, when Phil streams. (Again, could be nothing, as he has streamed during multiple SMP events)

Finally, Phil and Techno team up. The return of the Antarctic Empire. It would just be so good. I want it so bad.

Now that I’ve proposed that, perhaps it's wishful thinking, but I predict Phil and Techno are the traitors. If it is not either of them, then at this point? I have no idea.

A bonus theory: What if Dream is lying? He said there is a traitor but with no evidence and after announcing that he was on the enemy side. Is he trying to warn them? Or trying to raise distrust and cause internal conflict all the while, there is no traitor? It is just like him to want to play mind games, can we really trust what he says?

[gascon-en-exil]

Ranking Zelda Water Dungeons

@thehylianbatman asked for this, and I’ve been sitting on this idea for something like two years now so I figured it’s a good a time as any to pull it out. Water dungeons in The Legend of Zelda have collectively garnered a bad reputation, with some of them among gaming’s most standout representatives of all the annoyances that come with Down the Drain levels. Because I like to be contrary watery environmental aesthetics are typically among my favorites however I have a particular fondness for many of these dungeons, and so I’m giving them a bit of time in the limelight (while also acknowledging that some of them nonetheless really are terrible, even if they’re pretty). Also note that I have not replayed any of these games to make this list, so I’ll be going entirely from memory. While that’s hardly the most accurate way to do something like this, it’ll be helpful in gauging which dungeons leave the most lasting impressions.

First off, a list of dungeons I will be excluding from this ranking because they don’t meet my personal requirements for what constitutes a water dungeon.

Any mini-dungeon, ex. Pirate’s Fortress from Majora’s Mask or the water-based shrines in Breath of the Wild

Dungeons where the name and/or location is suggestive of a watery theme but the experience itself fails to deliver, ex. the Palace on the Sea from The Adventure of Link, Catfish’s Maw from Link’s Awakening, the Ocean Temple from Spirit Tracks

Dancing Dragon Dungeon from Oracle of Seasons, because a waterfall entrance and some short swimming segments do not a water dungeon make.

The Tower of the Gods from Wind Waker, because only the first floor is even partially water-based and it’s just the tide going in and out which is both uninteresting and rather frustrating to play around. I thought about including it, but it would be very low if I had.

Skyview Temple from Skyward Sword, as its swimming segments are also brief and come more in the odd return visit for a midgame fetch quest than for the initial run through.

Now for the ones that made the cut:

#13. Water Temple (Triforce Heroes)

This one just barely made the list, and my decision to include it in the end is mostly on account of the novelty factor. Of the three stage select-style Zelda games, Triforce Heroes is the only one with any notable water levels and even dedicates a full world to the theme. It’s too bad that I can only really count the last level in that world as a dungeon, because this Water Temple is just a knockoff of the Swamp Palace from A Link Between Worlds adjusted for three Links. There are tektites and octoroks and you play around with water levels and this game’s iteration of the hookshot before fighting a version of the OG water dungeon boss Arrghus. Much of TH feels like a quirky theme park version of a Zelda game, and unfortunately this particular example does little to elevate the concept and as a result feels uninspired. The rest of the Riverside world fares better, especially in its use of the new water rod item, but its last level is a dungeon only because it has to be.

#12. Jabu-Jabu’s Belly (Oracle of Ages)

If I had to choose one dungeon as an example of what people tend to hate about this group on the whole, it would be this one. Less infamous though it may be coming from a handheld title rather than one of the 3D games, this version of a dungeon inside a giant fish suffers precisely because it is not 3D, or more specifically not Ocarina of Time. It combines aspects of both of OoT’s water dungeons and fails at each of them because of the limitations of the game’s format; the unpleasant environs of being inside a digestive tract don’t come across well on the Game Boy Color, and raising and lowering the water level is harder to visualize in only two dimensions. Combine this with bland visuals that make it easy to get lost, a dungeon item that’s only a length upgrade of an item you already have (also like OoT’s Water Temple), a droning musical track, and the less fluid swimming controls that come with OoA’s mermaid suit “upgrade,” and there’s not much saving this one. The boss is sort of fun I suppose, but it’s a bioelectric aquatic monster...hmm, now where have I seen that before.... 

#11. Swamp Palace (A Link Between Worlds)

I did want this one higher, but it’s so short. That’s true of all but two of the Lorule dungeons really, with them being streamlined and in many cases more thematically pronounced rehashes of the Dark World dungeons from A Link to the Past, but because the original Swamp Palace is already solid (see below) this one just doesn’t have much to do. It adds some raft puzzles and marginally more complex changes to the water level, but that’s about it. The boss is also almost identical, which isn’t saying much because “monster with a single eye that is also its weak point” describes most of the bosses on this list, but here it’s just Arrghus again. I will say that I was grateful for how short this dungeon is in my single run of this game’s Hero Mode, because it holds the valuable defense-boosting Blue Mail. Imagine the developer trolling that would have been leaving it where it had been in LttP: in this game’s equivalent of the Ice Palace.

#10.  Lakebed Temple (Twilight Princess)

As the first 3D entry on this list I suspect this may be a bit surprising, but I have to say I’ve never liked Lakebed much. A big part of that is how there’s relatively little water inside the dungeon despite it being on, you know, a lake bed. It’s a shame too, because Twilight Princess has the second-best underwater controls of the 3D games and even underwater bombs. Have fun using them in maybe three rooms. It’s also an uninspired experience beyond that, with drab visuals - despite its reputation for being gritty and brown TP can do good visuals, just not here - a music track that’s more atmospheric cave music than identifiable melody, a structure that resembles what would come from welding the two tower climbs of Ocarina of Time’s Fire Temple to the central structure of its Water Temple, and a tedious backtracking segment in the middle if you want to get all the chests (and all the stamps in the HD remake) which of course I do because 100% completion. Redirecting multiple currents and using them to flood the central room is admittedly neat, but I can’t give Lakebed too much credit for what the clawshot does to distinguish itself from the standard hookshot when much of the difference here comes down to hanging from slowly rotating platforms. Whee. Morpheel is also a joke, initially a riff on OoT’s Morpha that looks genuinely impressive when its leviathan main body emerges for the second phase...and then dies in a minute while posing next to no threat to the player as it swims around aimlessly. The frog mini-boss leaves more of an impression for striking an odd balance between goofy and gross...but why is a giant frog at the (partially dry) bottom of a lake? Gah.

#9. Angler’s Tunnel (Link’s Awakening)

Easily nabs the award for best glow-up in a remake, and indeed this ranking owes itself mostly to the Switch version. The original deserves some praise for being the second water dungeon in the series while not copying too much from the first, and it’s the only one on this list where Link can’t swim at all until he acquires the dungeon item meaning for the first half he’s got to avoid water like it’s lava. Still, the remake massively ups the aquatic ambiance between the cool blue lighting and environmental pieces and the remixed music (with bits of the original Game Boy chip tune left in, as with most of the soundtrack). It also buffs the boss so it dies in thirty seconds instead of five - go marginally threatening Angler Fish! Less than half of the dungeons in Link’s Awakening have traditional themes, instead preferring such odd motifs as bottles and keys and amateur demolition, but Angler’s Tunnel is one of the few that does so I’m happy to see that the development team for the Switch version really leaned into that distinction.

#8. Divine Beast Vah Ruta (Breath of the Wild)

I struggled considerably with ranking this one, and even now I’m still not satisfied. On the one hand this ought to be easy; everyone knows that the Divine Beasts are a low point of Breath of the Wild, small and monotonous with few enemies and similar boss fights and puzzles that are only slightly beefed-up versions of those found in shrines. On the other though BotW more than any previous game blurs the definition of a dungeon with its multitudinous shrines, lengthy (or not) quests leading up to the entrance of each Divine Beast, and Hyrule Castle providing an open-world dungeon experience like no other. In this regard Ruta is easily the best of the Beasts, as the sequence of events leading up to it involve a mostly linear narrative and geographical progression (helped by Ruta drenching the area in constant rain and preventing Link from climbing over everything like usual) that organically follows from the story progression near the start of the game and concludes with a thrilling mini-game in which Link rides Sidon smashing ice blocks and shooting targets mid-air after being launched from the top of a waterfall - and also forever blessing the internet with more gay shark cocks than it could have ever needed or wanted. Ruta’s interior has a few points in its favor as well; the obligatory dungeon movement mechanism only shifts the aim of the water spraying from the elephant’s trunk which is less disorienting than the equivalent mechanics in the other Beasts, and Link has a rune (Cryonis) naturally attuned to water/ice puzzles which somewhat makes up for BotW’s bizarre lack of underwater swimming. So yeah, lots of pros and cons and Link the DP’ing fish fucker bottom, so I’ll have to settle for sticking this one just below the middle.

#7.  Jabu-Jabu’s Belly (Ocarina of Time)

It seems strange how everyone accepted it at the time, but Ocarina of Time’s initial trio of dungeons keep the training wheels firmly on. All of them are fairly short and straightforward, none of them have locked doors, and the first two are as aesthetically generic for their respective themes as it gets. Then comes Jabu-Jabu, which is still short and key-less..except you’re inside a giant fish so here that makes sense and we’re all better off not thinking about how the barred “doors” work. As I alluded to in the entry for the inferior Oracle knockoff, this dungeon sells it on the nastiness: Link’s footsteps make squelching sounds, the walls appear to pulse (and have live cows in them serving as switches in the Master Quest revamp...again, don’t ask), glowing white growths serve as slingshot targets, there are mysterious tentacles everywhere and not the sexy kind, and the boss is a swollen mass of viscera that explodes in a shower of green goo when it dies. Extremely gross all around, but then you are inside a giant fish. Funny too that Jabu-Jabu throws a hitch in the usual dungeon pattern in the form of an escort quest of all things, but thankfully Link has to carry Ruto around instead of waiting for her to follow with dodgy AI. I also have to give credit for this dungeon making extensive use of the boomerang you find in its depths, easily one of the most fun items in OoT that goes criminally underutilized since only young Link can use it and it comes right at the end of his portion of the quest.

#6. Mermaid’s Cave (Oracle of Ages)

Oracle of Ages makes up for its counterpart’s lack of water dungeons with two of its own, and Mermaid’s Cave is by far the better of the two. It stands out as the only dungeon in either Oracle title to make use of its game’s defining gimmick, which in this case means that there are past and present versions that have to be explored separately. Ocarina of Time had earlier featured a dungeon with a similar concept in its Spirit Temple, but as with time travel in OoA more generally Mermaid’s Cave takes it a step farther with major structural and environmental differences between the two versions. The water source at the base of Rolling Ridge dries up over the course of four centuries, leaving the dungeon partially flooded in the past but mostly dry and ruined in the present, and doing some things in the past Mermaid’s Cave will affect the dungeon in the present as well. Unfortunately the novelty is somewhat undone by the dungeon item, the clunky mermaid suit that I’ve previously complained about. It leads to the game’s first fully underwater segments and plays a major role in the boss fight which alternatively engages you above and below the surface, but the letdown that is this dungeon’s namesake keeps me from placing this one any higher. Well, that and the fact that you have to do two Goron trading sequences to get inside, because of course you need a key for each era. OoA loves little annoyances like that.

#5. Swamp Palace (A Link to the Past)

While you’d be hard-pressed to call it the most iconic anymore, this is without a doubt the ur-water dungeon of the series - and I don’t only mean that it’s the first one. It’s got raising and lowering the water level, swimming against currents, redirecting channels, electric enemies, the hookshot as a dungeon item, randomly unintuitive nonsense (flooding a canal in the Light World does the same in the equivalent Dark World building because...?), and a squishy boss with a giant eye. As I did when I was ranking the games I had to bump this dungeon up a few spots specifically for how important it was in inspiring future dungeons, but nevertheless I believe the Swamp Palace holds up on its own even today. It’s notable that, in the game that arguably has more dungeons than any other in the series depending on how you count them, this is one of only a handful to even have a clearly identifiable theme - and that so much of what’s on display here has been iterated upon in so many future titles. That’s some classic Zelda stuff right there...and funnily enough this isn’t among the most annoying of the Dark World dungeons. Safe to say that a certain later title was the one to acquire a bad reputation for this dungeon type...ahem.

#4. Water Temple (Ocarina of Time)

Here it is now, possibly the most frequently maligned dungeon in the entire series. For the N64 version I absolutely understand it: the layout is unituitive and forces a lot of backtracking if you don’t know exactly where you’re going (especially with that block in the central tower...you know the one), most of the rooms look similar so it’s harder to memorize the locations of each, needing to open a slow-loading menu to take the iron boots on and off repeatedly is exceptionally tedious, movement and combat options are awkward and restricted underwater making enemies more annoying than they should be, Dark Link can be a nightmare of a mini-boss if you don’t know the flaws in his AI, the dungeon item is merely an extended hookshot, Morpha can kill you very quickly if you don’t know the even bigger flaw in its arena design...it’s one big mess, and little wonder it’s about the only dungeon to actually be easier in the Master Quest. All that said however the 3DS remake fixed around half of these issues including the iron boots and some of the navigation woes, and it’s a much smoother experience overall in that version. This Water Temple still doesn’t crack the top three for me though, in large part because I view it largely as bringing the ideas of the original Swamp Palace into three dimensions rather than creating something truly unique and memorable - or memorable for the right reasons anyway. There’s also the curious aesthetic choices in this dungeon that I don’t think I’ve ever seen anyone discuss before. Between the music, the pagoda in the middle, the serpentine dragon statues everywhere, and Dark Link’s room there’s a distinctive East Asian flavor to the temple that I don’t quite know what to make of. It’s nowhere near as pronounced in any of OoT’s other dungeons or major set pieces, so it all feels quite random.

#3. Temple of Droplets (The Minish Cap)

Heavy bias factor here, because ice is another favorite gaming aesthetic of mine and this is somehow the only Zelda dungeon to combine it with water (Phantom Hourglass’s Ice Temple doesn’t count for the same reason that neither DS game appears on this list: Link can’t swim in those games, so how could there be water dungeons?). That aside however the Temple of Droplets is just delightfully creative, as is typical for this game’s dungeons. It starts with predictable ice block puzzles that lead to a fake-out with the boss key, but then it opens up to a diverse blend of lily pad “boating,” diving, melting ice with sunlight, burning ice and webs and lighting dark rooms with the lantern, and still more ice block puzzles. It’s so many different elements mashed together and enhanced even further by The Minish Cap’s unique shrinking gimmick, because this is one of the two dungeons to be fully Minish-sized. The mini-boss is an electrified Chuchu, and the boss an ordinary Octorok with a weird floral growth and separate water and ice phases that make defeating it much more of an ordeal than such a basic enemy normally has any right to be. I believe I mentioned in my game ranking that TMC is one of the more underrated titles, a creative sleeper hit that still manages to pack in tons of references to earlier, better-known 3D games. That’s certainly true of this dungeon, which throws in a quick little puzzle reference to earlier 2D games’ habit of designing their dungeon maps in particular shapes. The similarly-shaped Bottle Grotto wishes it was this good.

#2. Great Bay Temple (Majora’s Mask)

Notwithstanding that it’s in my favorite game in the series, Great Bay Temple took a while to grow on me. At first I was skeptical that an anachronistic waterworks was the right fit for a dungeon in the grim and apocalyptic Majora’s Mask - I’m always leery about fantasy media injecting random bits of other genres such as this dip into (sort of) steampunk. It didn’t take long however for me to fall in love with the place, with its rapidly-paced dynamism and brightly-colored plumbing a stark contrast to the slow and plodding Water Temple of the previous game. It perfectly accentuates Zora Link’s speedy swimming, and while the ice arrows slow the second half down a touch I’m just grateful that at least they have a point in this game unlike in Ocarina of Time. The enemies are hit or miss, although I say that less about Gyorg and more about Wart, the mini-boss that thoroughly demonstrates why Arrghus is an exercise in tedium in 3D (which is even less forgivable in a game where you’re always on the clock). Still, that doesn’t detract from how fun it can be exploring while redirecting water currents and getting all of the colored pipes flowing, and this isn’t even too frustrating with the water pushing you through the areas you need to be in sequentially. What does detract from all this somewhat is the 3DS remake; Zora Link’s infamous swimming nerf isn’t so bad in the dungeon’s narrow corridors and I can live with the more restricted ice arrows (creating icebergs in random places isn’t my idea of fun, so I don’t feel like anything was lost), but the changes to the Gyorg fight make it longer and more RNG-dependent than it should be. It’s not the only boss in the remake to become worse apparently out a desire by the developers to waste more of your limited time with them *glares at Twinmold*, but Gyorg hits worse in my minimal cycles runs on account of where Great Bay Temple falls in my scheduling.

#1. Ancient Cistern (Skyward Sword)

I didn’t want this to be #1 - it’s just not fair. The Ancient Cistern is more or less the only entry on this list that escapes the water dungeon stigma, and in fact gets consistently ranked as the best dungeon in all of Skyward Sword. Everyone loves this place, and it’s easy to see why. The aesthetics are gorgeous, it’s decently challenging but not labyrinthine, the whip is fun to use, Koloktos is awesome and unique and mildly disturbing, and the whole thing is wrapped in an explicit allusion to a Buddhist fable that comes across in the environmental details and in the dungeon structure alike. I wouldn’t call this a perfect experience, but my objections feel like nitpicks. The underwater swimming controls in SS suck...but you’re not underwater much, and there’s a much more infamous section for that later in the game. The dungeon is only half water-themed, with the basement being more of a shadow dungeon and (unlike with the Temple of Droplets) little being done to blend the two...but that plays into the fable reference and at a key point the feeling of ascending a thread from death/hell into enlightenment. The Buddhist trappings are extremely overt particularly with the shape of the boss key and the giant statue that is the dungeon’s central structure...but if the presence of that in the Zelda universe isn’t immersion-breaking to the developers for whom Buddhism is a present cultural reality then it would be petty of me to consider it more than a curiosity. None of that was enough for me to place Great Bay Temple over it, especially in light of the mild downgrade that dungeon got in its remake. Here’s to hoping that when/if SS ever gets a port or updated rerelease that the Cistern will be as good or even better than it is now. They can take the motion controls off swimming, for starters....

[coolgreatwebsite]

Cool Games I Finished In 2018 (In No Real Order)

Man! Wow! 2018! 2018 was a wild year for me. I managed to deliver those elbow drops I talked about last year and ended up doing a lot of of things. I left my job and moved cross-country in the span of like 2 and a half weeks! I took a new job in the video game industry (play Ninjin and Override)! I took a trip to Vegas a week after that! I got in a relationship! I got out of a relationship! It’s been a ride. A ride that hasn’t left me a ton of time to play video games or write about video games, but I’m like 1000 times happier now so it’s probably a fair trade. No matter what though, I will always be here at the end of the year to make a bunch of terrible MSPaint banners and provide you with another one of these. Here’s a bunch of cool games I experienced for the first time in 2018.

Shin Megami Tensei: Nocturne (PlayStation 2, 2004)

Nocturne is a game that I haven’t been able to get out of my head since I beat it. It’s so damn cool. It starts with you witnessing a demonic apocalypse where only you, your two friends, your teacher, a reporter, and the man with the world’s wildest widow’s peak survive. These people are, with a couple of notable exceptions, the only real characters in the entire game. You barely see them, and when you do your meetings are usually pretty brief. Sure, you talk to and recruit a horde of demons to your side as party members, and you interact with a handful of demonic antagonists and various demonic NPCs, but for the most part the game is just you. You, alone, wandering the weird hellscape remnants of Tokyo. It’s one of the most solitary-feeling video games I’ve ever played, and it nails this atmosphere flawlessly. The music, the visuals, the writing, every element gels with every other element so smoothly to create a prevailing, almost overbearing feeling of loneliness. The combat and gameplay mechanics are what I understand this series to mostly be like (this being the only mainline SMT I’ve played), and are fun and engaging in a way that’s not too dissimilar from the Persona series. The only knock I have against Nocturne is that the dungeon design super sucks. I’m fine with endless corridors, my love of the PS2 Persona games can attest to that, but almost every dungeon in Nocturne has an annoying gimmick to it, and they all essentially boil down to different takes on a teleporter maze. I was kind of almost dreading navigating dungeons by the time I got to the last fourth of the game, but my intense love for literally everything else saw me through. For those of you who like JRPGs and haven’t played Nocturne, I’m sure you’ve heard this plenty of times, and I was like you once. I didn’t listen. But now I’m on the other side of the tunnel, so I get to say it. You should really, really play Nocturne. It’s good.

Splatoon 2 Octo Expansion (Nintendo Switch, 2018)

Octo Expansion is what Splatoon 2′s single player mode should have been from the start. Don’t get me wrong, the packed in single player campaign is fine, but it’s basically a level pack for Splatoon 1′s. Octo Expansion, on the other hand, is 100% fresh. Structurally it’s much more diverse, with the campaign taking place over 80 mostly-bite-sized missions with varying objectives. There’s a couple of stinkers in there, but overall the quality of the missions is much higher than what was in the original single player campaign. They can actually be pretty tough sometimes too! It was fun to see some actual challenge in a Splatoon campaign. Everything wrapped around the core gameplay of Octo Expansion is kind of phenomenal. The setting and visual design is super weird, the music is way more mellow than anything else that’s come out of the series and creates a great sense of atmosphere, and the writing is actually genuinely pretty great. There’s a lot of funny dialogue and good character moments. They made me like Pearl! The weird gremlin that eats mayo! She’s my friend now! The last half an hour or so of Octo Expansion is also straight up my favorite sequence from a game I played this year too. Don’t sleep on this thing just because it’s DLC. It’s legitimately great.

Monster Hunter: World (PlayStation 4, 2018)

At the outset I was incredibly skeptical of Monster Hunter: World. This wasn’t entirely fair to the game, as a lot of this feeling was based on its initial E3 reveal trailer kinda sorta matching up to some mostly not true pre-E3 leaks, namely that it would be much more action heavy to cater to Western audiences and tie into the then unannounced Monster Hunter movie (which, as an aside, looks like a trainwreck that I desperately want to see). You can probably pretty easily find some tweets and posts from me around that time saying that the game looks like trash because of some misinterpreted new game mechanic. I am here to say that I am a big wrong dumbass and Monster Hunter: World is very good. You might be surprised to hear this, but it’s Monster Hunter! With a bunch of good and well-executed gameplay refinements! And graphics that aren’t repurposed from a PS2 game! It’s a ton of fun and I put a lot of time into it, but it’s not without its flaws. The number of monsters and weapons is comparatively way lower than in previous games, mostly due to that whole not repurposing PS2 models thing. It’s still kind of clunky in a lot of the places Monster Hunter has been historically clunky in, but also in some pretty big new ways, mainly around playing multiplayer. Also the story, while it’s as bland as it’s ever been, is exponentially more intrusive thanks to the addition of voiced cutscenes (which need to be triggered before the game lets you bring other players into story missions, causing a lot of that clunk I mentioned earlier). It’s all nothing game-ruining, of course. The game wouldn’t be on the list if it was! Monster Hunter: World exceeded my expectations, and I’m super looking forward to playing the recently announced G Rank expansion when it comes out next year.

Contra: Hard Corps (Sega Genesis, 1994)

I wish I could go back in time and kick my own stupid ass for not playing this sooner. I’d written off Contra: Hard Corps for the longest time based solely on some bullshit I read on the internet at an age where I just took other peoples’ opinions and made them my own. This and Castlevania Bloodlines were the bad ones, the ones some weird b-team crapped out for the Genesis while the SNES got the good stuff like Contra 3: Alien Wars. Well, it turns out... they were right about Bloodlines. But MAN were they wrong about Hard Corps. Hard Corps is the best Contra game. It fucking rules. I would have gone on with my life never giving the game a glance if not for this excellent Giant Bomb feature happening, and a couple of episodes in I knew I had to play it for myself. Contra: Hard Corps is fucking nuts. It’s balls to the wall 100% of the time. There’s so many unique enemies and wild bosses and they’re all never not exploding. The game has four characters with unique weapons and multiple different level paths that have totally different levels, bosses, and story beats. Oh, and the soundtrack fucking rips. Sometimes it’s a little too much, and there are definitely some sequences and boss attacks that are total gotchas that you can’t survive without prior knowledge of how they work. I’d also be remiss not to give a special shoutout to level 4′s awful, tedious, unskippable-on-any-route boss. But god damn if the rest of Hard Corps doesn’t outshine these flaws. It’s the high water mark for insane non-stop 16-bit action.

Deltarune (PC, 2018)

Does this count? It’s a demo for a full game that won’t be out for a real long time... I suppose it does, it’s self-contained enough. Deltarune, the free demo for the sort of but also sort of not sequel to Undertale, is unsurprisingly good as hell. Less surprising for sure, as Undertale is a known quantity these days, but I’m still way into it. The story is interesting and full of charming characters, and the battle system has been overhauled to include things like multiple party members with different abilities while still keeping all the things that made Undertale’s battles novel. The music is, of course, fantastic, and the visuals look much nicer while adhering to the same general style as the previous game. It’s fairly short, and some character development feels a little rushed because of it, but again, it’s a small chunk of the beginning of a much larger game. I can’t imagine any of this stuff wouldn’t be expanded upon. It’s hard to judge this thing story-wise due to the nature of it being a demo. I thoroughly enjoyed what is there, though, and look forward to playing the rest of the game in 50 years or whatever.

Super Smash Bros. Ultimate (Nintendo Switch, 2018)

This game is so much. Even though the first thing I learned about this game was “everyone is here”, I still wasn’t ready for how much it is. Super Smash Bros. Ultimate is maybe too much. Of course, as previously stated, everyone (meaning every single previous playable Smash Bros. character) is here. Most of the previous stages are also present. This was all known. Where the game really, truly goes overboard though is in the single-player content. There’s the usual classic mode for every character, this time specifically structured around a theme for each character, but the vast majority of it is actually comprised of the all-new spirits system. Spirits are non-playable video game characters that you can collect and equip to your fighters for special abilities, sort of like a less terrible version of Smash Bros. Brawl’s stickers. You collect these spirits through spirit battles, which are fights themed around the character the spirit represents via extremely clever usage of already existing fighters and mechanics. These battles range from the obvious (Big the Cat’s battle tasks you with fighting a giant purple Incineroar), to the obscure (fight the main characters from Zangeki no Reginleiv as represented by Link and female Robin while you’re giant-sized), to the creative (Porygon’s spirit puts you in a fight against wireframe Little Mac and Akira from Virtua Fighter, normally an assist trophy), to the downright in-jokey (the spirit of Ness’s Father, displayed as the telephone spirte from Earthbound, makes you fight an invisible Solid Snake). There are like 1200 spirits. The vast majority of them have an associated battle. And you don’t just experience these battles through a menu, at least half of them are implemented into the 30 hour long adventure mode, World of Light, which has you fighting spirits, navigating dungeons, and facing bosses. It’s insane. They focused on spirits in lieu of collectible trophies this time around and they absolutely made the correct choice. The trophies in the last two Super Smash Bros. games were fine, but easier access to existing 3D models of most represented characters made them inherently less exciting than Melee’s tailor-made collection of high quality (considering the time period) renders, many of which would never receive a 3D model again. The spirits system manages to be exciting in the same way Melee's trophies were, fostering a genuine sense of anticipation to see what they cooked up next, but in the context of gameplay. They completely knocked it out of the park. Smash 4 made it on one of these lists long ago, and I essentially just said “it’s more Smash Bros. and that’s good”. Smash Ultimate is also more Smash Bros., but it’s SO much more Smash Bros. It’s so much more extremely good Smash Bros. The only things I can ding it for are some totally subjective stage preferences (where the hell is Poké Floats) and some slightly less than optimal music sorting decisions. Super Smash Bros. Ultimate is, ultimately, the ultimate Super Smash Bros.

These games were also cool, I just had less to say about them:

Bloodstained: Curse of the Moon (Nintendo Switch, 2018): Remember Castlevania 3? Inti Creates sure did! This prequel to the still unreleased Koji Igarashi Kickstarter project Bloodstained: Ritual of the Night is an unabashed love letter to Castlevania 3, and it’s pretty good. Mom Hid My Game! (Nintendo Switch, 2017): A charming little game in the style of those old escape the room Flash games. It even looks like one (in the literal sense, not the pejorative). It’s not tough or replayable really, but it is $5 and consistently absurd and surprising. Yakuza 6: The Song of Life (PlayStation 4, 2018): Yakuza 6 is kind of a weird juxtaposition. It’s the final chapter of Kazuma Kiryu’s story, but also the first game to use the Yakuza team’s new Dragon Engine. The story end of things is a good, solid sendoff for a bunch of characters I’m going to miss very dearly, but the gameplay feels very formative and limited in a way that sort of reminds me of Yakuza 1. I had a good time with it overall, but I hope they manage to dial it in like they did with the previous decade of Yakuza games and make something truly excellent again. Looking at you, Judge Eyes. Etrian Odyssey V: Beyond the Myth (Nintendo 3DS, 2017): Etrian Odyssey V is a return to basics for the series, ditching things like overworlds and sub-dungeons and just pitting your party against one big labyrinth. Honestly, gotta say, I miss the stuff they left behind! The core of Etrian Odyssey is still super strong so I had fun regardless, but the overall simplicity of the game and the changes to how classes work had me missing EOIV more often than not. Soundtrack’s great though, as expected. Sonic Mania Plus (Nintendo Switch, 2018): To be completely honest, most of the stuff they added to Sonic Mania in Plus really isn’t that fantastic. Mighty’s spike and projectile immunity is fun, but Ray’s flying is more interesting than effective. Encore mode is largely disappointing, with most of it feeling identical to the base game outside of its all-new (and too hard for their own good) special stages. HOWEVER, Sonic Mania Plus was an exceptional excuse to play through Sonic Mania another six or so times. Congratulations to Sonic Mania for being game of the year for two years in a row. WarioWare Gold (Nintendo 3DS, 2018): A good compilation game, executed much better than in the team’s previous Rhythm Heaven Megamix, but lacking in reasons to come back after you’ve played all the games. There’s the usual toy room stuff WarioWare has had since Touched!, but it’s bogged down by reliance on a currency system and the fact that sooooo many things you unlock are just parts that feed into a larger, not that interesting thing. The part where you play WarioWare is great though, and the new visuals make it all feel fresh even though it’s mostly older games. Mario Tennis Aces (Nintendo Switch, 2018): I had a brief, passionate love affair with Mario Tennis Aces. The core gameplay is rad as hell and more like a fighting game than a tennis game, with multiple different special shots and a focus on meter management. I played like 40+ hours of it between the full game and the demo and never even touched the single player (which makes it technically not count for this list, but, shut up). I got 2nd place at its very first tournament at CEO 2018. Then I... stopped playing. It had some weird balance issues, sure, but I think it was more a victim of circumstance rather than anything else. I moved basically right after CEO and just never went back to it. It’s still incredible though. I hope this game’s systems are the standard for Mario Tennis games going forward.

We made it! Bottom of the list! It was a shorter trip this time, but I’m still proud of you for making it here all the same. Thank you for reading the words I typed about video games. I’m looking to get this web page back into gear in 2019, so you can probably expect part 2 of The Best Babies sometime in January. Hopefully I’ll actually play some video games too so I can bring back Breviews on the first of February. Until then!

[thesteadydietofeverything]

Video Game Year in Review: The Top 10

As with any year-end list, this one probably isn’t complete. Last year, I fell in love with Nioh over winter break after I had already made my top 10, and just a few days ago, I started playing Hollow Knight. As I made clear in my previous lists, Metroidvanias can be hit or miss for me. I can get fed up with wandering around without a clear destination, and Hollow Knight has a bit of that so far, but it also has one of the most atmospherically welcoming settings for a video game in recent memory, and so far I’ve been pretty damn enraptured by it. I’m not too worried about it making the list at this point; it didn’t even technically come out this year anyway, but its Switch release earlier this year gave it somewhat of a second debut, for all the earned attention it finally got. At least I got a little shout-out here before publishing.

Anyway, here’s ten games I loved the shit out of in 2018. This was one year with a handful of games that I absolutely adored, none of which necessarily immediately jumped out to me as hands down the best one of the bunch, and honestly, that’s the way I’d prefer it, but it did make ranking them a bit tough. Really, from number five onward, the ranking gets pretty interchangeable. I didn’t plan on the game in my number one spot being the one that it is until I actually wrote out my feelings for it and decided that out of all them it was the easiest for me to just gush about. Alright, no further ado:

10. Donut County - Overall, it’s probably a good thing that Donut County isn’t longer than it is, but for as mechanically simple as sucking objects into an ever-expanding void is, it’s something that I felt I would’ve been perfectly entertained doing for a lot longer than the game lasted. Donut County has a wildly inspired and novel central gameplay hook, a relatably goofy sense of humor that might border on obnoxious if it weren’t so sincerely delivered, and an anti-gentrification, anti-capitalist message that mostly works without beating you over the head too hard with it. Ben Esposito and his team have created one of the most charming and original games I’ve played in years here.

9. Paratopic - “Cinematic” is a grossly overused and frequently inappropriate word to use in games criticism, but this game often had me coming back to the word, observing how many ways it feels like it authentically takes inspiration from creative methods seen more often in film, particularly art films, than in games, much more so than say, Red Dead Redemption 2, which typically embarrassingly pales in comparison to any movies it’s obviously aping from. There’s its willingness to not explain to you what’s going on, letting you pick up on clues from scenery and incidental dialogue. Its multiple switching perspectives, laced together to draw meaningful narrative connections. Its tendency to sit in the atmosphere of a scene. Its ability to tell a succinct story intended to be experienced in one sitting. And most of all, those jump cuts. I know Paratopic isn’t the first game to employ this technique, but as far as I can remember, it’s the first that I’ve played to utilize them for purposeful artistic effect, and every time it happened, it was oddly thrilling. I loved when I’d switch from walking to suddenly driving, and had a moment of panic, as if I suddenly just woke up at the wheel. The cliffhangers scenes would occasionally end on made me desperate to get back to that thread. Hell, even just the fact that there clearly were scenes, that lasted a few minutes at a time, then moved on to the next one, felt weirdly refreshing at a time when AAA design is becoming so absurdly bloated. Paratopic excited me, not in its desire to emulate a separate art medium, but in its casual realization of how many underutilized narrative techniques work genuinely effectively in this medium.

8. Dusk - I really can’t imagine a game that more perfectly matches my Platonic ideal of “video game comfort food” than Dusk, aside from, maybe, the game in the number one spot of this list. I was raised on 90’s PC FPS games like Doom and, as is much more relevant to this game, Quake. Yeah, for the most part, it’s nice that games have moved on, both in depth of gameplay and artistry, but goddamn does a back-to-basics twitchy shooter with inspired level design and creepy atmosphere just feel good sometimes. The grainy, chunky polygons of this game encapsulate everything I love about the rudimentary but remarkably evocative minimalism of early 3D graphics. The movement feels absurdly fast by modern standards, and the effect is thrilling - every projectile is dodgeable, as long as your reflexes are sharp enough. Undoubtedly the most impressive thing about this game is its ambitious level design, so much of which rivals even John Romero’s. The longer this game goes on, the more sprawling and labyrinthine it becomes. The map shapes become increasingly wacky. The gothic architecture becomes more foreboding and awe-inspiring. Dusk does a lot with a little, and in the process, makes so much more than a tribute to game design and aesthetics of the past - for me, it stands right alongside its obvious inspirations as one of the very best of its ilk.

7. Into the Breach - An absolute masterclass of game design. Into the Breach leaves nothing about its mechanics obscured, making sure you understand how every move is going to go down just as well as it does, and the fact that the result is still compellingly challenging is a sure sign we’re in the hands of remarkably skilled and intelligent developers. The narrative in this game is sparse - you assume the role of time-looping soldiers attempting over and over again to save your world from alien invasion (think Edge of Tomorrow), and that’s pretty much all you get for the plot, aside from some effective but minimal character beats and dialogue one-liners. And yet, every battlefield, a small grid with its own arrangement of sprites (giant creepy-crawlies, various creative mech classes, structures full of terrified denizens given a modicum of hope at the arrival of their ragged potential saviors) offers a playground for drama to unfold, as gripping and epic as any great mecha anime battle. As I mentioned in my previous list with Dead Cells, I have trouble sticking with run-based games, and this game wasn’t quite an exception - honestly, if it had something resembling a more traditional narrative campaign, I could see it potentially filling my number one spot. But that a game of its style nevertheless stuck with me as well as it did proves what a tremendous achievement I found it to be.

6. Astro Bot Rescue Mission - This was both the first game I’ve played fully in VR and the first game I’ve ever platinumed. I guess that might say something about how thoroughly I fell for it. For some reason, one of the questions that my brain kept posing while playing this game is, “would you like this game as much if it weren’t in VR?” I would like to pose that first off, if this wasn’t a VR game, it would be quite a different game, but yes, probably a perfectly delightful 3D platformer in its own right. But most of all, this game helped me realize what a bullshit question that is in the first place. By virtue of its VR nature, this game is just fundamentally different, just as the jump from 2D to 3D resulted in games that were just fundamentally different. The perspective you’re given watching over your little robot playable character allows to look in 360 degrees, and often you need to, if you’re seeking out every level’s secrets, and yet, while it moves forward, it doesn’t follow you vertically, so sometimes you’re looking up or down as well. It’s difficult to describe exactly how this perspective is so much more than a gimmick or something, outside of the cliched exaggeration of “it feels like you’re really there, man,” but honestly, this statement isn’t wrong. I truly did feel immersed in these levels in a way that I wouldn’t have if this weren’t a VR game, and while it’s not exactly a feeling I now desire from every game, it does stand out as one of the singular gaming experiences I had in 2018 as a result.

5. Thonebreaker: The Witcher Tales - I gushed plenty about this game in my review. How its approach to Gwent-based combat is both welcoming to newcomers and remarkably varied, offering new ways to approach and think about the game with nearly every encounter. How its sizable story is filled with fascinating characters and genuinely distressing choices, forcing you to grapple with the inherent injustices of your position. How its vivid art style and wonderfully moody Marcin Przybyłowicz score sell The Witcher feel of this game, despite how differently it plays from the mainline entries of the game. And maybe most of all, how criminally overlooked this game has been. So I’ll make the same claim I did before - if The Witcher 3: Wild Hunt did something for you, it’s likely this game will too. Don’t worry about the card game - I did too, and trust me, it’s fun. It’s the new Witcher game; that really ought to be all you need to know.

4. Yakuza 6: The Song of Life - There’s...a lot about the Yakuza games that I’ve come to adore, but one of the biggest ones that kept sticking out to me while playing The Song of Life is how they build a sense of place. After playing Yakuza 0, set in 1988, and Yakuza Kiwami, set in 2005, I played this one, set in 2016. Each time, same Kiryu, but older, same Kamurocho, but era appropriate. Setting every Yakuza game in the same map has to be one of the quietly boldest experiments in video games, forgoing fresh new vistas to explore in favor of the same familiar boulevards, alleys, and parks of the iconic red-light district, painting an exquisitely detailed and loving portrait of a neighborhood changing with the decades. While Kiryu’s exasperation at once again walking into the all-too-familiar crowded streets of Kamurocho, brighter and louder than ever, hardly matched my eagerness to see how it had changed, it felt appropriate. Though he’s still the hottest dad (grandpa?) in town, he is kinda old now, and he’s certainly earned the right to just be over it a little. Even the silliest of the era-relevant sub stories (one of which delightfully features Kiryu putting a selfie-stick wielding, obnoxious-stunt pulling, wanna-be influencer shithead in his place) serve to underscore how out of place he now is in his old stomping grounds.

By contrast, the other setting of Yakuza 6, the quaint seaside town of Onomichi, very quickly begins to feel like an idyllic retirement destination. The introduction to this part of the game has to be my favorite video game moment of 2018 - Kiryu trying to calm a hungry baby, while walking the deserted streets after dark in search of one store that still happens to be open. The faint sound of ocean in the distance effectively evokes the freshness, the bitterness, of the air. The emptiness and darkness of the space is almost shocking, compared to the sensory overload of Kamurocho. And there’s Haruto. Kiryu took Haruka in when she was 9, so he’s never had to deal with a baby before. He’s out of his element, but hardly unwilling. The help he gets from Kiyomi and his other new friends is the kind of comfort Kiryu needs at this point in his life. Likewise, the events in Onomichi play out like a retirement fantasy - building an amateur baseball team out of local talent, building relationships with the denizens of a bar in an incredible Japanese version of Cheers, hanging out with the town’s Yakuza, who are so small potatoes they seem to barely fit the definitions of organized or crime. It all works beautifully as a touching send-off to my favorite video game character.

3. Tetris Effect - There was a long time where I was contemplating putting this as my number one game. I went through some strange conflicts in the consideration - next to all these original, thoughtful games, am I really going to say that fucking Tetris is best one of them? Is that even fair? Is this game really anything more than just regular-ass Tetris but with some pretty lights and sounds and a 90’s rave kinda vibe? The answer to all of these, is, of course, yes, but also no. I’d defend my choice any day, though. This is the first game to actually get me into Tetris. I always appreciated it; it’s a classic, but it was never a game I had actually put much time or thought into before. This game not only sold me on Tetris, but got me obsessed with it, to the point where the name feels remarkably appropriate: ever since I began playing, I’ve been seeing tetriminos falling - in my sleep, in daydreams, any time I see any type of blocky shape in real life I’m fitting them together in my mind. The idea that all Tetris pieces, despite their differences, need each other and complement each other and can all fit together in perfect harmony, and that this is a metaphor for humanity, has to be some of the cheesiest bullshit I’ve ever heard, and yet, the game fully sold me on it from the first damn level. It’s all connected. We’re all together in this life. Don’t you forget it.

2. Celeste - This is a damn near perfect game, both as refreshing and demanding as a climb up a beautiful but treacherous mountain ought to be. I died many, many times (2424, to be exact), but the game explicitly encouraged me to be proud of that, acting as a friendly little cheerleader in between deaths, assuring me that I could do it. It’s both a welcome break from the smug, sneering attitude so many “difficult” games tend to traffic in, and absolutely central to its themes involving mental health. As the shockingly good plot starts making it increasingly clear that it’s about Madeline’s quest to conquer (or, at least, understand) her inner demons, the gameplay itself offers a simple but effective metaphor for struggling with mental illness - yes, it’s hard, and yes, you’re going to suffer and struggle, but you can make it, and you will make it, because you’re so much better than you think you are. Oh, and also, it’s not all bad, because at least you get to listen to some absolutely rippin’ tunes while you do it.

1. Ni No Kuni II: Revenant Kingdom - (Another one I reviewed!) This is my ideal JRPG. In my mind it stands next to childhood treasures like Final Fantasy IX. Unlike some recent Square projects that specifically try to clone their late 90’s output, this game hardly feels beholden to the game design of the past, and yet, feels of a piece with that era in a respectably non-cloying way. It has a bright, colorful, inviting world full of charming characters, an all-time great soundtrack by Joe Hisaishi, and an exciting, deep combat system with an emphasis on action. Building my kingdom of Evermore was remarkably satisfying, down to all the little dumb tasks my citizens would ask of me, none of which my very good boy King Evan was too busy or too proud to refuse. There’s very little grinding. It’s a long game by most standards, but at 40-something hours, it feels lean by JRPG standards. And for as much of a storybook fantasy as the plot is, as much as it reduces woefully complicated socio-political issues into neat, resolvable tasks for Evan to solve, it always came across as perfectly genuine, and sometimes surprisingly affecting. It’s the game that I’ve wanted to play since the PS1 Final Fantasy games stole my heart as a kid. That’s hardly what I expected it to be as I started into it, and what a joy it was to discover that it was.

[mistyschallenge]

Don’t Move.

This is Haru Usasa.

She’s a level designer for Super Mario Maker. At the time I first found her, she’d been ranked the #1 designer on the network by star count, the #1 “maker” as they call it there.

That means a lot. I think for any of us it would be an honor to have as many as a hundred or even a thousand stars. I think for many of us it would be an honor to any stars at all. Usasa has a million stars, a million stars and counting, and just to hammer that bit home, just to drive in the scale of it, consider that at the time of posting, she has more stars, and more medals, than the next two highest-ranked designers combined, outstripping the greater of those two by a 700,000-star lead.

And that? That’s the low estimate. The real numbers are even higher.

Haru Usasa is, to put it bluntly, in a class all her own. She is, to put it plainly, a h*cking legend.

And also? These are the levels she makes:

Ta-da! It’s an automatic.

Some of you are probably cringing right now, but for those of you who don’t know, don’t mind, and would like to know more: Automatic levels (or automatic “courses,” to use the Super Mario series’ exact—and frankly, arbitrary—terminology,) are courses that play themselves, using objects and enemies to propel Mario forward with little to no input from the player. They first bubbled up out of the Super Mario World modding community (as did so many other aspects of the SMM scene that I am dead certain there’s an argument to be made that the original 1990 release is to SMW what Vanilla is to Doom,) starting with a series of musical courses set to megamixes from Nico Nico Douga.

An automatic, by the way, is also a type of gun, which I think is pertinent to what it feels like to look at one of these courses, or to play them.

And speaking of that, here’s an example:

Boom.

At this point, they’re practically a genre in their own right, but they’ve become a bit of a base breaker in the SMM community, due in large part to their growing ubiquity on the Course World servers. Some of us could take ‘em or leave ‘em, some of us love them, and many of us write them off derisively, as cheap star grabs peddled by lazy amateurs. (Which, I mean, aren’t we all amateurs here?)

But me, personally? I think Usasa here deserves every star she’s got.

This is the sort of claim you just have to put into context, so first let’s take a moment to talk about Sonic. Don’t bother mentioning the irony, I already know. But I promise, I am going somewhere with this.

People still have fond recollections of the Genesis-era Sonic games. The runaway success of a deliberate throwback like Sonic Mania is a testament not only to the strength of those recollections but also to the idea that, in many ways, the games still hold up today. But there is still a lot of contention about just what made them work, about what their essence was, beyond second-order issues like “multiple routes” or “gameplay-to-story ratio.” Some even argue that early Sonic wasn’t about speed so much as it was about platforming, pointing out, correctly, that these games weren’t nearly as fast as their successors would become.

But what isn’t talked about often enough when discussing what made those games special was their physics, and the way that Sonic was, in the end, all about its physics. Even Sonic’s speed only really mattered to the extent that it let the game express its physics.

Sound like a hard left? I mean, don’t get me wrong, Sonic was fast. But he wasn’t boosting Blue Falcon fast. He wasn’t even boosting blue hedgehog fast. No, Sonic speed had always been a darting speed, an agile kind of speed, a portal fling-swing kind of speed. There’s a post going into that difference in detail, and there’s a lot of detail to go into here, but this quote sums up the gist of it:

“Which of these moves faster, a commercial airliner or a roller coaster?

“Alright, now which one of these feels faster?

“[…] It’s pretty obvious that, although the airliner is going to (sic) faster for longer, the roller coaster is what feels the fastest. The reason for this phenomenon isn’t speed, however. It’s acceleration, which we can define as a change in speed, or a change in direction, or both (for short, a change in velocity.) The reason that the airliner feels almost motionless in mid-flight is that it builds up speed slowly, turns even more slowly, and gives your body plenty of time to adjust, whereas the roller coaster speeds up, slows down, lunges, dives, and whips around corners and corkscrews faster than your body can adjust.

“Which, coincidentally, sounds like something out of an ad for an old Sonic game.”

This is a big part of what made a paid fan project like Sonic Mania feel so much more authentic than Sega’s own in-house attempts at a Genesis homage, which faithfully recreated the musical style and visual motifs of those games but often treated their physics like an afterthought. The system of momentum that powered the games might’ve made platforming a chore, but they’re also what made loop-de-loops and corkscrews click: You could see the strings. You knew how this trick worked, and yet it amazed you regardless, despite this, because of it, because you could marvel at the intricacy of a system capable of stretching itself this far. You didn’t always gain much speed at any given time, but you didn’t have to; the thrill of the speed you did gain emerged from the yawning gap between your standard speed and the speed you could potentially achieve by manipulating this system to your advantage, by capturing that fire, by bottling that lightning.

Many will say that the reason reaching high speed felt so satisfying, in the end, is because “you had to work for it,” because it had to be “earned.” And while that is one way to frame it, I’d like to suggest, instead, that what made that dizzying acceleration worth watching was that it was always authentic: never scripted, never automatic, never anything more than an inevitable consequence of the game’s laws as they were written, carried out to the letter. Where later Sonic games would say with their on-rails sections: “Look at how fast Sonic is going,” the Genesis games said something fundamentally different:

“Look at the power, the raw kinetic potential, contained in these slopes and inclines. Look at what you can do, what you can create, and with nothing but a little weight, a little gravity, and a little push.”

It’s Phoenix Wright interpreting Newton. It’s you, as the marble in a Rube Goldberg Machine.

It’s the awful palpable potency of a loaded automatic.

I don’t...have to explain that last pun, do I? No? Okay, good. Then we can get back to Mario, because it’s the exact same thing for Mario.

The automatic courses in Super Mario Maker actually differ from the ones you see in Super Mario World on two key points:

1. None of them play music, and if there is one that does, I haven’t seen it. In fact, the automatic music course that these new courses sprung from appears to have split off into two separate genres, automatic and music. To wit, the top two course creators are an automatic maker and a music maker, in or out of that order from week to week. (The only other million-star maker is a musical course designer known only as Ochagama.) Though there are few courses, if any (again, I know of none,) that re-unify the best traits of both genres, the problem isn’t laziness or lack of imagination. Instead, it’s that Super Mario Maker’s course size limit is below that of any music mod I’ve ever seen. There’s a strict object limit, somewhere around 100 for enemies and obstacles like 1-Way doors and trampolines (though there is a separate and significantly higher limit for static blocks and coins.) This all leads to the second point:

2. Super Mario Maker’s automatic courses are DENSE. Where the old automatics chugged right on ahead to keep in time with the music, these courses bounce back and forth across the stage like a pinball. Rather than stretch 100 objects across ten screens, these courses pack as much as possible into a small space that folds over on itself to produce a spectacle of excess. It is a bursting, exploding thing, but it’s an explosion more like a blossom than a bomb. To cut it down to simple talk, it’s kineasthetic sakuga.

Super Mario Maker is, essentially, a sandbox game, like Minecraft. You switch back and forth between creative and goal-oriented play, and in either case your goal is to explore, engage with and appreciate the complex systems at play, the systems that allow the game to be what it is. Play is only valuable inasmuch as it helps you to do this.

It’s often complained that automatic courses aren’t “real” courses because you can’t play them, which echoes similar complaints in the last several years that games like Dear Esther aren’t “real” games because your agency is limited within them. Automatic courses seem like an extreme version of this issue: You’re not allowed do to anything, and even attempting to act, save for the few cases in which you are expressly asked to do so, is punished harshly. To a certain type of player, this approach to design is bound to come off as inconsiderate, even offensive.

The compliments that are usually given to these courses, on the other hand, typically come down to the amount of effort it must’ve taken to build them. And okay, yes, true, there’s a reason Usasa takes about a month between each upload, but I think that these courses can be appreciated on their own merits, on their merits as experiences. More than just cheap popcorn fodder, the automatic course is a surprisingly poignant example of a videogame, or a section of a videogame at least, without a player, as the “player” is traditionally understood, a non-player-centric space in which the only necessity is that the player be present to “perceive play,” as Mattie Brice puts it in “Death of the Player.” And even with that you could just, I dunno, watch YouTube or something.

Automatic courses do the same thing attract modes do for arcade games: They say: “Look at what this game can do.” Only this is different, because now you’re there and you can attest to the fact that the course is moving on its own. All you really need is to be there. Be there, and be very still, and you just might get to watch the game sing.

If you enjoyed reading this, here are some courses you may be interested in:

“全自���マリオカート　Automatic Mario Kart“ by ササエタマエ. A screenshot from this course was used in the essay. It’s the one with the red and black shells. ID: 635C-0000-0045-AF89.

“ ↑ﾎﾞﾀﾝを押し続ける鍵ドア半自動 Keep ↑” by  うささ. Crams all the activity of an automatic into the span of a single screen. ID:  1747-0000-0259-926D.

“ 36回楽しめる自動マリオ 36 Auto patterns“ by  さぼ. Allows you to take a different route through the course depending on which buttons are held down from the start. There are 36 routes total. It’s...kiiind of incredible. ID: 1883-0000-02C1-89AC. (Here is a video showing all possible routes.)

*ECK

[akanemachurida-blog]

My top five members in terms of recent rise in interest (over the past eight months)

I’m not really a fan of rankings since they always change and people usually care about where their favourite members are and get angry if they are near the bottom. I thought I’d rank the top five members who have impressed me the most since I’ve been attending events and say why. The members here aren’t my top five members, but they are all members I like a lot.

Let me start off by saying that Takayanagi Akane has kept on impressing me thanks to her enthusiasm and fun events, but I had already been used to such a high standard that she doesn’t really fit here, since I wasn’t very emotionally invested in these other members before coming.

If Shibata Aya were still a member she’d make it in. Although I only had about thirty seconds to talk to her back in November it was one of the best (if not the best) experiences I had talking with a (ex)member.

5

Fukushi Nao / Sato Kaho

I don’t have much to say for either member, but ever since I have been going to Team E stages I’ve started to like these two members quite a bit. They’ve been in every performance I attended and I found that they really add to the atmosphere of the stage. I look forward to their MCs so much that I can’t imagine the stage without them.

Donchan makes me laugh so much each stage that I always vote for her as my MC MVP. I appreciate her as the vice-captain of the team, as I think she handles the role well and is pretty sincere in her role. You can tell she means what she says. She also always says bye to me, so that has to count for something!

As for Satokaho, I was not a big fan initially. She just isn’t my type of idol; I tend to not follow the gravure or flirty types. I’ve discovered that I really like her as a part of Team E. Her sense of humour fits well with the team and she clearly meshes well with the members. Like Donchan she always greets me, so that’s always going to get some bonus points.

4

Furuhata Nao

Being a fan of KII I always thought of Nao as being one of the best performers in the group.  After having attended several KII theatres and concerts I now know that she is the best. Her facial expressions, body language, gestures, and mannerisms are the [insert positive superlative]. I hadn’t realized the extent of how good she is at performing until I could see her in the theatre, contrasting her to the other girls, and noticing how easily she puts me in a trance. It’s remarkable how quickly she switches out of this goddess-performer mode when the MCs kick in. I had the pleasure of hearing her sing live during the Laguna concert, which was quite an experience. She isn’t on the level as someone we’d consider to be a truly great singer, but having been accustomed to terrible live singing, having someone sing well is a welcome change to say the least, and only served to deepen my respect for her. Of course all of this is obvious to a casual observer who didn’t have the chance to go to theatres such as myself, but seeing her live is a wholly different experience.

3

Nomura Miyo

I first saw Miyomaru at SKE48’s ninth anniversary during some sales. I barely knew her at the time and I wasn’t interested at all. She was cute but I’m not into the younger members. A month later I got into my first theatre for the kenkyuusei. Several members impressed me a lot: Yokonyan, Miyo, and Izurin. While Yokonyan is the best performer in the eighth generation, I was surprised by Miyo’s power of expression. She performed very well, especially during Blue Rose. The other two I mentioned overshadowed her during this particular theatre, but I got to see her again in January when I went to Tokyo for a mini handshake event. She is probably the wittiest member I’ve talked to. She is funny, an extremely good talker, and teases you. She will come up with the topics and makes the conversation as natural as possible. I went back to handshake her in April (last month) and she was witty as always. I’m also a fan of her arrogant personality and I love how much of a bad loser she is. I’m not interested in supporting her like I do some other members, but I like her character and will keep going to her handshakes since I find they are worth the money. This might be heresy but some aspects of her remind me of Ayachan, which can only be a good thing.

2 

Kumazaki Haruka

I mentioned that Nao is the best member in terms of performance, but Kumachan is my favourite performer. She bears a lot of passion that resembles that of Nao’s, but hers is one that feels more humane and relatable when contrasted to the feeling I get when watching Nao, namely that of watching something so sacred it must be enjoyed from a distance. She is able to blend a mixture of passion and control, which results in a product that invites you to partake in the experience – in a different manner from the unbridled enthusiasm Akarin shows (or used to show). This is most noticeable when she performs Oteage Lullaby: she is able to express some of that serious side which Makiko brings out to its fullest, while retaining a degree of proximity to the crowd. You don’t feel like she is miles away on the stage; she brings you closer to it.

I’ve long thought of Takagi Yumana as being the member who exemplified warmth and kindness the most, but Kumachan has become close. Part of an idol’s job is to appeal to fans and many of them wave to fans and try to give their fans a form of personal interaction even when denied proximity, such as pointing to the fan during the performance or looking at them. Kumachan appeals to her fans maybe the most in Team E, taking small gaps between movements of some songs to do so. (Of course only during songs which permit this behaviour.)

One expects idols to go out of their way to appeal to fans (in the manner they choose), and you often hear people criticize idols for being fake. I probably won’t convince you, but I truly believe that Kumachan is one of those girls who is really doing what she does out of love. She might go out of her way to appeal and bring you happiness, but I can’t sense an ounce of fakeness or cynicism. She has always said bye to me at the end of each Team E theatre. I think most Team E members know my face by now. When I’m leaving the theatre Kuma is always the most vocal apart from Maya. Members like Kaho or Tani love to shout at me and say things in English, but there’s something about the way Kumachan says bye which is just so genuine. I haven’t been to a handshake with her yet, so I realize this is a rather small thing to analyze and make a claim about her.

1

Sugawara Maya

Unexpected, I know. I saw a poll the other day asking if it was more fun to be a DD or to support a single member. The results of the poll were quite heavily skewed towards the DD option. I can definitely see why that would be the case and some part of me wonders if I would be better off as one. I also don’t only support a single member, but my main reasoning for why I support Maya is that I feel that it is an intensely rewarding experience.

Of course, you can experience this while supporting multiple members. I have difficulty experiencing that however, since I have limited time to devote and find myself enjoying the experience if I fully dive in and support a member the hardest that I can. I’ve talked a lot about why I like Maya elsewhere, so I won’t go into detail here. I’ll just list the obvious things: her handshakes are a lot of fun, I have a lot of opportunities to see her at other events, it’s fun to see her improve on radio shows and theatre performances, and I’ve rediscovered a passion for the hobby through her. To sum it up I feel a connection whenever I see her, and every event adds to it. It sounds silly to say, but her waving at me at every event is nice, and she always mentioned some of my comments. Having that kind of interaction has really sold me on her. Things have been going very well for her ever since I became a fan, so it feels like I am part of a special moment, which feels good in its own way.

While I do feel some regret and guilt for Churi, I still support her in the same way I used to. The harsh truth is that I just have more fun at Maya’s events. It’s really frightening in a way how Maya has eclipsed everyone for me. I supported only Churi for about four years and never in my wildest dreams could I have imagined myself supporting another member while Churi was still in the group, not to mention one in another team altogether whom I didn’t know much about. But here I am! And what a ride it has been and will continue to be. 

[epackingvietnam]

The Best-Laid Plans: Can We Predict Anything About 2021?

Posted by Dr-Pete

I've deleted this introduction twice. To say that no one could've predicted how 2020 unfolded seems trite since we're not even a month into 2021, and this new year has already unraveled. Our challenges in the past year, across the globe, have gone far beyond marketing, and I doubt any of us ended the year the way we expected. This graph from Google Trends tells the story better than I can:

The pandemic fundamentally rewrote the global economy in a way none of us has ever experienced, and yet we have to find a path forward. How do we even begin to chart a course in 2021?

What do we know?

Let's start small. Within our search marketing realm, is there anything we can predict with relative certainty in 2021? Below are some of the major announcements Google has made and trends that are likely to continue. While the timelines on some of these are unclear (and all are subject to change), these shifts in our small world are very likely.

Mobile-only indexing (March)

Mobile-first indexing has been in progress for a while, and most sites rolled over in 2020 or earlier. Google had originally announced that the index would fully default to mobile-first by September 2020, but pushed that timeline back in July (ostensibly due to the pandemic) to March 2021.

If you haven't made the switch to a mobile-friendly site at this point, there's not much time left to waste. Keep in mind that "mobile-first" isn't just about speed and user experience, but making sure that your mobile site is as crawlable as your desktop. If Google can't reach critical pages via your mobile design and internal links, then those pages are likely to drop out of the index. A page that isn't indexed is a page that doesn't rank.

Core Web Vitals (May)

While this date may change, Google has announced that Core Web Vitals will become a ranking factor in 2021. Here's a bit more detail from the official announcement ...

Page experience signals in ranking will roll out in May 2021. The new page experience signals combine Core Web Vitals with our existing search signals including mobile-friendliness, safe-browsing, HTTPS-security, and intrusive interstitial guidelines.

Many of these page experience signals already impact ranking to some degree, according to Google, so the important part really boils down to Core Web Vitals. You can get more of the details in this Whiteboard Friday from Cyrus, but the short version is that this is currently a set of three metrics (with unfortunately techie names): (1) Largest Contentful Paint (LCP) LCP measures how quickly the largest, visible block of your page loads. It is one view into perceived load-time and tries to filter out background libraries and other off-page objects.

(2) First Input Delay (FID) FID measures how much time it takes before a user can interact with your page. "Interact" here means the most fundamental aspects of interaction, like clicking an on-page link.

(3) Cumulative Layout Shift (CLS) CLS measures changes to your page layout, such as ads that appear or move after the initial page-load. I suspect the update will apply mostly to abusive or disruptive layout shifts. While these metrics are a narrow slice of the user experience, the good news is that Google has defined all of them in a fair amount of detail and allows you to track this data with tools like Google Lighthouse. So, we're in a unique position of being be able to prepare for the May algorithm update.

That said, I think you should improve site speed and user experience because it's a net-positive overall, not because of a pending 2021 update. If past history — including the HTTPS update and mobile-friendly update — is any indicator, Google's hope is to use the pre-announcement to push people to make changes now. I strongly suspect that Core Web Vitals will be a very minor ranking factor in the initial update, ramping up over a period of many months.

Passage indexing/ranking (TBD)

In October 2020, Google announced that they were "... now able to not just index web pages, but individual passages from the pages." They later clarified that this wasn't so much passage indexing as passage ranking, and the timeline wasn't initially clear. Danny Sullivan later clarified that this change did not roll out in 2020, but Google's language suggests that passage ranking is likely to roll out as soon as it's tested and ready.

While there's nothing specific you can do to harness passage ranking, according to Google, I think this change is not only an indicator of ML/AI progress but a recognition that you can have valuable, long-form content that addresses multiple topics. The rise of answers in SERPs (especially Featured Snippets and People Also Ask boxes) had a side-effect of causing people to think in terms of more focused, question-and-answer style content. While that's not entirely bad, I suspect it's generally driven people away from broader content to shorter, narrower content.

Even in 2020, there are many examples of rich, long-form content that ranks for multiple Featured/Snippets, but I expect passage ranking will re-balance this equation even more and give us increased freedom to create content in the best format for the topic at hand, without worrying too much about being laser-targeted on a single topic.

Core algorithm updates (TBD)

It's safe to say we can expect more core algorithm updates in 2021. There were three named "Core" updates in 2020 (January, May, and December), but the frequency and timing has been inconsistent. While there are patterns across the updates, thematically, each update seems to contain both new elements and some adjustments to old elements, and my own analysis suggests that the patterns (the same sites winning and losing, for example) aren't as prominent as we imagine. We can assume that Google's Core Updates will reflect the philosophy of their quality guidelines over time, but I don't think we can predict the timing or substance of any particular core update.

Googlebot crawling HTTP/2 (2022+)

Last fall, Google revealed that Googlebot would begin crawling HTTP/2 sites in November of 2020. It's not clear how much HTTP/2 crawling is currently happening, and Google said they would not penalize sites that don't support HTTP/2 and would even allow opt-out (for now). Unlike making a site secure (HTTPS) or mobile-friendly, HTTP/2 is not widely available to everyone and may depend on your infrastructure or hosting provider.

While I think we should pay attention to this development, don't make the switch to HTTP/2 in 2021 just for Google's sake. If it makes sense for the speed and performance of your site, great, but I suspect Google will be testing HTTP/2 and turning up the volume on it's impact slowly over the next few months. At some point, we might see a HTTPS-style announcement of a coming ranking impact, but if that happens, I wouldn't expect it until 2022 or later.

When will this end?

While COVID-19 may not seem like a marketing topic, the global economic impact is painfully clear at this point Any plans we make for 2021 have to consider the COVID-19 timeline, or they're a fantasy. When can we expect the pandemic to end and businesses to reopen on a national and global scale? Let me start by saying that I'm not a medical doctor — I'm a research psychologist by training. I don't have a crystal ball, but I know how to read primary sources and piece them together. What follows is my best read of the current facts and the 2021 timeline. I will try to avoid my own personal biases, but note that my read on the situation is heavily US-biased. I will generally avoid worst-case scenarios, like a major mutation of the virus, and stick to a median scenario.

Where are we at right now?

As I'm writing this sentence, over 4,000 people died just yesterday of COVID-19 in the US and over 14,000 globally. As a data scientist, I can tell you that every data point requires context, but when we cherry-pick the context, we deceive ourselves. What data science doesn't tell us is that everyone one of these data points is a human life, and that matters.

There is a light at the end of the tunnel, in the form of viable vaccines, including (here in the US and in the UK) the Pfizer-BioNTech, Moderna, and Oxford-AstraZeneca vaccines. These vaccines have been approved in some countries, have demonstrated promising results, and are in production. Here in the US, we're currently behind the timeline on distribution, with the CDC reporting about 10 million people vaccinated as of mid-January (initial goal was 20 million vaccinated by the end of 2020). In terms of the timeline, it's important to note that, for maximum effectiveness, the major vaccines require two doses, separated by about 3-4 weeks (this may vary with the vaccine and change as research continues).

Is it getting better or worse?

I don't want to get mired in the data, but the winter holidays and travel are already showing a negative impact here in the US, and New Year's Eve may complicate problems. While overall death rates have improved due to better treatment options and knowledge of the disease, many states and countries are at or near peak case rates and peak daily deaths. This situation is very likely to get worse before it gets better.

When might we reopen?

I'm assuming, for better or worse, that reopening does not imply full "herd immunity" or a zero case-rate. We're talking about a critical mass of vaccinations and a significant flattening of the curve. It's hard to find a source outside of political debates here in the US, but a recent symposium sponsored by Harvard and the New England Journal of Medicine suggests that — if we can adequately ramp up vaccine distribution in the second quarter of 2021 — we could see measurable positive impact by the end of our summer (or early-to-mid third quarter) here in the US.

Any prediction right now requires a lot of assumptions and there may be massive regional differences in this timeline, but the key point is that the availability of the vaccine, while certainly cause for optimism, is not a magic wand. Manufacturing, distribution, and the need for a second dose all mean that we're realistically still looking at a few months for medical advances to have widespread impact.

What can we do now?

First, let me say that there is absolutely no one-size-fits-all answer to this question. Many local businesses were decimated, while e-commerce grew 32% year-over-year in 2020. If you're a local restaurant that managed to stay afloat, you may see a rapid return of customers in the summer or fall. If you're a major online retailer, you could actually see a reduction in sales as brick-and-mortar stores become viable again (although probably not to 2019 levels).

If your e-commerce business was lucky enough to see gains in 2020, Miracle Inameti-Archibong has some great advice for you. To inadequately summarize — don't take any of this for granted. This is a time to learn from your new customers, re-invest in your marketing, and show goodwill toward the people who are shopping online more because of the difficulties they're facing.

If you're stuck waiting to reopen, consider the lead time SEO campaigns require to have an impact. In a recent Whiteboard Friday, I made the case that SEO isn't an on/off switch. Consider the oversimplified diagram below. Paid search is a bit like the dotted gray line — you flip the switch on, and the leads starting flowing. The trade-off is that when you flip the switch off, the leads dry up almost immediately.

Organic SEO has a ramp-up. It's more like the blue curve above. The benefit of organic is that the leads keep coming when you stop investing, but it also means that the leads will take time to rebuild when you start to reinvest. This timeline depends on a lot of variables, but an organic campaign can often take 2-3 months or more to get off the ground. If you want to hit the ground running as reopening kicks in, you're going to need to start re-investing ahead of that timeline. I acknowledge that that might not be easy, and it doesn't have to be all or none.

In a recent interview, Mary Ellen Coe (head of Google Marketing Solutions) cited a 20,000% increase during the pandemic in searches from consumers looking to support local businesses. There's a tremendous appetite for reopening and a surge of goodwill for local businesses. If you're a local business, even if you're temporarily closed, it's important to let people know that you're still around and to keep them up-to-date on your reopening plans as they evolve.

I don't expect that the new normal will look much like the old normal, and I'm mindful that many businesses didn't survive to see 2021. We can't predict the future, but we can't afford to wait for months and do nothing, either, so I hope this at least gives you some idea of what to expect in the coming year and how we might prepare for it.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

#túi_giấy_epacking_việt_nam #túi_giấy_epacking #in_túi_giấy_giá_rẻ #in_túi_giấy #epackingvietnam #tuigiayepacking

[bfxenon]

The Best-Laid Plans: Can We Predict Anything About 2021?

Posted by Dr-Pete

I've deleted this introduction twice. To say that no one could've predicted how 2020 unfolded seems trite since we're not even a month into 2021, and this new year has already unraveled. Our challenges in the past year, across the globe, have gone far beyond marketing, and I doubt any of us ended the year the way we expected. This graph from Google Trends tells the story better than I can:

The pandemic fundamentally rewrote the global economy in a way none of us has ever experienced, and yet we have to find a path forward. How do we even begin to chart a course in 2021?

What do we know?

Let's start small. Within our search marketing realm, is there anything we can predict with relative certainty in 2021? Below are some of the major announcements Google has made and trends that are likely to continue. While the timelines on some of these are unclear (and all are subject to change), these shifts in our small world are very likely.

Mobile-only indexing (March)

Mobile-first indexing has been in progress for a while, and most sites rolled over in 2020 or earlier. Google had originally announced that the index would fully default to mobile-first by September 2020, but pushed that timeline back in July (ostensibly due to the pandemic) to March 2021.

If you haven't made the switch to a mobile-friendly site at this point, there's not much time left to waste. Keep in mind that "mobile-first" isn't just about speed and user experience, but making sure that your mobile site is as crawlable as your desktop. If Google can't reach critical pages via your mobile design and internal links, then those pages are likely to drop out of the index. A page that isn't indexed is a page that doesn't rank.

Core Web Vitals (May)

While this date may change, Google has announced that Core Web Vitals will become a ranking factor in 2021. Here's a bit more detail from the official announcement ...

Page experience signals in ranking will roll out in May 2021. The new page experience signals combine Core Web Vitals with our existing search signals including mobile-friendliness, safe-browsing, HTTPS-security, and intrusive interstitial guidelines.

Many of these page experience signals already impact ranking to some degree, according to Google, so the important part really boils down to Core Web Vitals. You can get more of the details in this Whiteboard Friday from Cyrus, but the short version is that this is currently a set of three metrics (with unfortunately techie names): (1) Largest Contentful Paint (LCP) LCP measures how quickly the largest, visible block of your page loads. It is one view into perceived load-time and tries to filter out background libraries and other off-page objects.

(2) First Input Delay (FID) FID measures how much time it takes before a user can interact with your page. "Interact" here means the most fundamental aspects of interaction, like clicking an on-page link.

(3) Cumulative Layout Shift (CLS) CLS measures changes to your page layout, such as ads that appear or move after the initial page-load. I suspect the update will apply mostly to abusive or disruptive layout shifts. While these metrics are a narrow slice of the user experience, the good news is that Google has defined all of them in a fair amount of detail and allows you to track this data with tools like Google Lighthouse. So, we're in a unique position of being be able to prepare for the May algorithm update.

That said, I think you should improve site speed and user experience because it's a net-positive overall, not because of a pending 2021 update. If past history — including the HTTPS update and mobile-friendly update — is any indicator, Google's hope is to use the pre-announcement to push people to make changes now. I strongly suspect that Core Web Vitals will be a very minor ranking factor in the initial update, ramping up over a period of many months.

Passage indexing/ranking (TBD)

In October 2020, Google announced that they were "... now able to not just index web pages, but individual passages from the pages." They later clarified that this wasn't so much passage indexing as passage ranking, and the timeline wasn't initially clear. Danny Sullivan later clarified that this change did not roll out in 2020, but Google's language suggests that passage ranking is likely to roll out as soon as it's tested and ready.

While there's nothing specific you can do to harness passage ranking, according to Google, I think this change is not only an indicator of ML/AI progress but a recognition that you can have valuable, long-form content that addresses multiple topics. The rise of answers in SERPs (especially Featured Snippets and People Also Ask boxes) had a side-effect of causing people to think in terms of more focused, question-and-answer style content. While that's not entirely bad, I suspect it's generally driven people away from broader content to shorter, narrower content.

Even in 2020, there are many examples of rich, long-form content that ranks for multiple Featured/Snippets, but I expect passage ranking will re-balance this equation even more and give us increased freedom to create content in the best format for the topic at hand, without worrying too much about being laser-targeted on a single topic.

Core algorithm updates (TBD)

It's safe to say we can expect more core algorithm updates in 2021. There were three named "Core" updates in 2020 (January, May, and December), but the frequency and timing has been inconsistent. While there are patterns across the updates, thematically, each update seems to contain both new elements and some adjustments to old elements, and my own analysis suggests that the patterns (the same sites winning and losing, for example) aren't as prominent as we imagine. We can assume that Google's Core Updates will reflect the philosophy of their quality guidelines over time, but I don't think we can predict the timing or substance of any particular core update.

Googlebot crawling HTTP/2 (2022+)

Last fall, Google revealed that Googlebot would begin crawling HTTP/2 sites in November of 2020. It's not clear how much HTTP/2 crawling is currently happening, and Google said they would not penalize sites that don't support HTTP/2 and would even allow opt-out (for now). Unlike making a site secure (HTTPS) or mobile-friendly, HTTP/2 is not widely available to everyone and may depend on your infrastructure or hosting provider.

While I think we should pay attention to this development, don't make the switch to HTTP/2 in 2021 just for Google's sake. If it makes sense for the speed and performance of your site, great, but I suspect Google will be testing HTTP/2 and turning up the volume on it's impact slowly over the next few months. At some point, we might see a HTTPS-style announcement of a coming ranking impact, but if that happens, I wouldn't expect it until 2022 or later.

When will this end?

While COVID-19 may not seem like a marketing topic, the global economic impact is painfully clear at this point Any plans we make for 2021 have to consider the COVID-19 timeline, or they're a fantasy. When can we expect the pandemic to end and businesses to reopen on a national and global scale? Let me start by saying that I'm not a medical doctor — I'm a research psychologist by training. I don't have a crystal ball, but I know how to read primary sources and piece them together. What follows is my best read of the current facts and the 2021 timeline. I will try to avoid my own personal biases, but note that my read on the situation is heavily US-biased. I will generally avoid worst-case scenarios, like a major mutation of the virus, and stick to a median scenario.

Where are we at right now?

As I'm writing this sentence, over 4,000 people died just yesterday of COVID-19 in the US and over 14,000 globally. As a data scientist, I can tell you that every data point requires context, but when we cherry-pick the context, we deceive ourselves. What data science doesn't tell us is that everyone one of these data points is a human life, and that matters.

There is a light at the end of the tunnel, in the form of viable vaccines, including (here in the US and in the UK) the Pfizer-BioNTech, Moderna, and Oxford-AstraZeneca vaccines. These vaccines have been approved in some countries, have demonstrated promising results, and are in production. Here in the US, we're currently behind the timeline on distribution, with the CDC reporting about 10 million people vaccinated as of mid-January (initial goal was 20 million vaccinated by the end of 2020). In terms of the timeline, it's important to note that, for maximum effectiveness, the major vaccines require two doses, separated by about 3-4 weeks (this may vary with the vaccine and change as research continues).

Is it getting better or worse?

I don't want to get mired in the data, but the winter holidays and travel are already showing a negative impact here in the US, and New Year's Eve may complicate problems. While overall death rates have improved due to better treatment options and knowledge of the disease, many states and countries are at or near peak case rates and peak daily deaths. This situation is very likely to get worse before it gets better.

When might we reopen?

I'm assuming, for better or worse, that reopening does not imply full "herd immunity" or a zero case-rate. We're talking about a critical mass of vaccinations and a significant flattening of the curve. It's hard to find a source outside of political debates here in the US, but a recent symposium sponsored by Harvard and the New England Journal of Medicine suggests that — if we can adequately ramp up vaccine distribution in the second quarter of 2021 — we could see measurable positive impact by the end of our summer (or early-to-mid third quarter) here in the US.

Any prediction right now requires a lot of assumptions and there may be massive regional differences in this timeline, but the key point is that the availability of the vaccine, while certainly cause for optimism, is not a magic wand. Manufacturing, distribution, and the need for a second dose all mean that we're realistically still looking at a few months for medical advances to have widespread impact.

What can we do now?

First, let me say that there is absolutely no one-size-fits-all answer to this question. Many local businesses were decimated, while e-commerce grew 32% year-over-year in 2020. If you're a local restaurant that managed to stay afloat, you may see a rapid return of customers in the summer or fall. If you're a major online retailer, you could actually see a reduction in sales as brick-and-mortar stores become viable again (although probably not to 2019 levels).

If your e-commerce business was lucky enough to see gains in 2020, Miracle Inameti-Archibong has some great advice for you. To inadequately summarize — don't take any of this for granted. This is a time to learn from your new customers, re-invest in your marketing, and show goodwill toward the people who are shopping online more because of the difficulties they're facing.

If you're stuck waiting to reopen, consider the lead time SEO campaigns require to have an impact. In a recent Whiteboard Friday, I made the case that SEO isn't an on/off switch. Consider the oversimplified diagram below. Paid search is a bit like the dotted gray line — you flip the switch on, and the leads starting flowing. The trade-off is that when you flip the switch off, the leads dry up almost immediately.

Organic SEO has a ramp-up. It's more like the blue curve above. The benefit of organic is that the leads keep coming when you stop investing, but it also means that the leads will take time to rebuild when you start to reinvest. This timeline depends on a lot of variables, but an organic campaign can often take 2-3 months or more to get off the ground. If you want to hit the ground running as reopening kicks in, you're going to need to start re-investing ahead of that timeline. I acknowledge that that might not be easy, and it doesn't have to be all or none.

In a recent interview, Mary Ellen Coe (head of Google Marketing Solutions) cited a 20,000% increase during the pandemic in searches from consumers looking to support local businesses. There's a tremendous appetite for reopening and a surge of goodwill for local businesses. If you're a local business, even if you're temporarily closed, it's important to let people know that you're still around and to keep them up-to-date on your reopening plans as they evolve.

I don't expect that the new normal will look much like the old normal, and I'm mindful that many businesses didn't survive to see 2021. We can't predict the future, but we can't afford to wait for months and do nothing, either, so I hope this at least gives you some idea of what to expect in the coming year and how we might prepare for it.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[nutrifami]

The Best-Laid Plans: Can We Predict Anything About 2021?

Posted by Dr-Pete

I've deleted this introduction twice. To say that no one could've predicted how 2020 unfolded seems trite since we're not even a month into 2021, and this new year has already unraveled. Our challenges in the past year, across the globe, have gone far beyond marketing, and I doubt any of us ended the year the way we expected. This graph from Google Trends tells the story better than I can:

The pandemic fundamentally rewrote the global economy in a way none of us has ever experienced, and yet we have to find a path forward. How do we even begin to chart a course in 2021?

What do we know?

Let's start small. Within our search marketing realm, is there anything we can predict with relative certainty in 2021? Below are some of the major announcements Google has made and trends that are likely to continue. While the timelines on some of these are unclear (and all are subject to change), these shifts in our small world are very likely.

Mobile-only indexing (March)

Mobile-first indexing has been in progress for a while, and most sites rolled over in 2020 or earlier. Google had originally announced that the index would fully default to mobile-first by September 2020, but pushed that timeline back in July (ostensibly due to the pandemic) to March 2021.

If you haven't made the switch to a mobile-friendly site at this point, there's not much time left to waste. Keep in mind that "mobile-first" isn't just about speed and user experience, but making sure that your mobile site is as crawlable as your desktop. If Google can't reach critical pages via your mobile design and internal links, then those pages are likely to drop out of the index. A page that isn't indexed is a page that doesn't rank.

Core Web Vitals (May)

While this date may change, Google has announced that Core Web Vitals will become a ranking factor in 2021. Here's a bit more detail from the official announcement ...

Page experience signals in ranking will roll out in May 2021. The new page experience signals combine Core Web Vitals with our existing search signals including mobile-friendliness, safe-browsing, HTTPS-security, and intrusive interstitial guidelines.

Many of these page experience signals already impact ranking to some degree, according to Google, so the important part really boils down to Core Web Vitals. You can get more of the details in this Whiteboard Friday from Cyrus, but the short version is that this is currently a set of three metrics (with unfortunately techie names): (1) Largest Contentful Paint (LCP) LCP measures how quickly the largest, visible block of your page loads. It is one view into perceived load-time and tries to filter out background libraries and other off-page objects.

(2) First Input Delay (FID) FID measures how much time it takes before a user can interact with your page. "Interact" here means the most fundamental aspects of interaction, like clicking an on-page link.

(3) Cumulative Layout Shift (CLS) CLS measures changes to your page layout, such as ads that appear or move after the initial page-load. I suspect the update will apply mostly to abusive or disruptive layout shifts. While these metrics are a narrow slice of the user experience, the good news is that Google has defined all of them in a fair amount of detail and allows you to track this data with tools like Google Lighthouse. So, we're in a unique position of being be able to prepare for the May algorithm update.

That said, I think you should improve site speed and user experience because it's a net-positive overall, not because of a pending 2021 update. If past history — including the HTTPS update and mobile-friendly update — is any indicator, Google's hope is to use the pre-announcement to push people to make changes now. I strongly suspect that Core Web Vitals will be a very minor ranking factor in the initial update, ramping up over a period of many months.

Passage indexing/ranking (TBD)

In October 2020, Google announced that they were "... now able to not just index web pages, but individual passages from the pages." They later clarified that this wasn't so much passage indexing as passage ranking, and the timeline wasn't initially clear. Danny Sullivan later clarified that this change did not roll out in 2020, but Google's language suggests that passage ranking is likely to roll out as soon as it's tested and ready.

While there's nothing specific you can do to harness passage ranking, according to Google, I think this change is not only an indicator of ML/AI progress but a recognition that you can have valuable, long-form content that addresses multiple topics. The rise of answers in SERPs (especially Featured Snippets and People Also Ask boxes) had a side-effect of causing people to think in terms of more focused, question-and-answer style content. While that's not entirely bad, I suspect it's generally driven people away from broader content to shorter, narrower content.

Even in 2020, there are many examples of rich, long-form content that ranks for multiple Featured/Snippets, but I expect passage ranking will re-balance this equation even more and give us increased freedom to create content in the best format for the topic at hand, without worrying too much about being laser-targeted on a single topic.

Core algorithm updates (TBD)

It's safe to say we can expect more core algorithm updates in 2021. There were three named "Core" updates in 2020 (January, May, and December), but the frequency and timing has been inconsistent. While there are patterns across the updates, thematically, each update seems to contain both new elements and some adjustments to old elements, and my own analysis suggests that the patterns (the same sites winning and losing, for example) aren't as prominent as we imagine. We can assume that Google's Core Updates will reflect the philosophy of their quality guidelines over time, but I don't think we can predict the timing or substance of any particular core update.

Googlebot crawling HTTP/2 (2022+)

Last fall, Google revealed that Googlebot would begin crawling HTTP/2 sites in November of 2020. It's not clear how much HTTP/2 crawling is currently happening, and Google said they would not penalize sites that don't support HTTP/2 and would even allow opt-out (for now). Unlike making a site secure (HTTPS) or mobile-friendly, HTTP/2 is not widely available to everyone and may depend on your infrastructure or hosting provider.

While I think we should pay attention to this development, don't make the switch to HTTP/2 in 2021 just for Google's sake. If it makes sense for the speed and performance of your site, great, but I suspect Google will be testing HTTP/2 and turning up the volume on it's impact slowly over the next few months. At some point, we might see a HTTPS-style announcement of a coming ranking impact, but if that happens, I wouldn't expect it until 2022 or later.

When will this end?

While COVID-19 may not seem like a marketing topic, the global economic impact is painfully clear at this point Any plans we make for 2021 have to consider the COVID-19 timeline, or they're a fantasy. When can we expect the pandemic to end and businesses to reopen on a national and global scale? Let me start by saying that I'm not a medical doctor — I'm a research psychologist by training. I don't have a crystal ball, but I know how to read primary sources and piece them together. What follows is my best read of the current facts and the 2021 timeline. I will try to avoid my own personal biases, but note that my read on the situation is heavily US-biased. I will generally avoid worst-case scenarios, like a major mutation of the virus, and stick to a median scenario.

Where are we at right now?

As I'm writing this sentence, over 4,000 people died just yesterday of COVID-19 in the US and over 14,000 globally. As a data scientist, I can tell you that every data point requires context, but when we cherry-pick the context, we deceive ourselves. What data science doesn't tell us is that everyone one of these data points is a human life, and that matters.

There is a light at the end of the tunnel, in the form of viable vaccines, including (here in the US and in the UK) the Pfizer-BioNTech, Moderna, and Oxford-AstraZeneca vaccines. These vaccines have been approved in some countries, have demonstrated promising results, and are in production. Here in the US, we're currently behind the timeline on distribution, with the CDC reporting about 10 million people vaccinated as of mid-January (initial goal was 20 million vaccinated by the end of 2020). In terms of the timeline, it's important to note that, for maximum effectiveness, the major vaccines require two doses, separated by about 3-4 weeks (this may vary with the vaccine and change as research continues).

Is it getting better or worse?

I don't want to get mired in the data, but the winter holidays and travel are already showing a negative impact here in the US, and New Year's Eve may complicate problems. While overall death rates have improved due to better treatment options and knowledge of the disease, many states and countries are at or near peak case rates and peak daily deaths. This situation is very likely to get worse before it gets better.

When might we reopen?

I'm assuming, for better or worse, that reopening does not imply full "herd immunity" or a zero case-rate. We're talking about a critical mass of vaccinations and a significant flattening of the curve. It's hard to find a source outside of political debates here in the US, but a recent symposium sponsored by Harvard and the New England Journal of Medicine suggests that — if we can adequately ramp up vaccine distribution in the second quarter of 2021 — we could see measurable positive impact by the end of our summer (or early-to-mid third quarter) here in the US.

Any prediction right now requires a lot of assumptions and there may be massive regional differences in this timeline, but the key point is that the availability of the vaccine, while certainly cause for optimism, is not a magic wand. Manufacturing, distribution, and the need for a second dose all mean that we're realistically still looking at a few months for medical advances to have widespread impact.

What can we do now?

First, let me say that there is absolutely no one-size-fits-all answer to this question. Many local businesses were decimated, while e-commerce grew 32% year-over-year in 2020. If you're a local restaurant that managed to stay afloat, you may see a rapid return of customers in the summer or fall. If you're a major online retailer, you could actually see a reduction in sales as brick-and-mortar stores become viable again (although probably not to 2019 levels).

If your e-commerce business was lucky enough to see gains in 2020, Miracle Inameti-Archibong has some great advice for you. To inadequately summarize — don't take any of this for granted. This is a time to learn from your new customers, re-invest in your marketing, and show goodwill toward the people who are shopping online more because of the difficulties they're facing.

If you're stuck waiting to reopen, consider the lead time SEO campaigns require to have an impact. In a recent Whiteboard Friday, I made the case that SEO isn't an on/off switch. Consider the oversimplified diagram below. Paid search is a bit like the dotted gray line — you flip the switch on, and the leads starting flowing. The trade-off is that when you flip the switch off, the leads dry up almost immediately.

Organic SEO has a ramp-up. It's more like the blue curve above. The benefit of organic is that the leads keep coming when you stop investing, but it also means that the leads will take time to rebuild when you start to reinvest. This timeline depends on a lot of variables, but an organic campaign can often take 2-3 months or more to get off the ground. If you want to hit the ground running as reopening kicks in, you're going to need to start re-investing ahead of that timeline. I acknowledge that that might not be easy, and it doesn't have to be all or none.

In a recent interview, Mary Ellen Coe (head of Google Marketing Solutions) cited a 20,000% increase during the pandemic in searches from consumers looking to support local businesses. There's a tremendous appetite for reopening and a surge of goodwill for local businesses. If you're a local business, even if you're temporarily closed, it's important to let people know that you're still around and to keep them up-to-date on your reopening plans as they evolve.

I don't expect that the new normal will look much like the old normal, and I'm mindful that many businesses didn't survive to see 2021. We can't predict the future, but we can't afford to wait for months and do nothing, either, so I hope this at least gives you some idea of what to expect in the coming year and how we might prepare for it.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[xaydungtruonggia]

The Best-Laid Plans: Can We Predict Anything About 2021?

Posted by Dr-Pete

I've deleted this introduction twice. To say that no one could've predicted how 2020 unfolded seems trite since we're not even a month into 2021, and this new year has already unraveled. Our challenges in the past year, across the globe, have gone far beyond marketing, and I doubt any of us ended the year the way we expected. This graph from Google Trends tells the story better than I can:

The pandemic fundamentally rewrote the global economy in a way none of us has ever experienced, and yet we have to find a path forward. How do we even begin to chart a course in 2021?

What do we know?

Let's start small. Within our search marketing realm, is there anything we can predict with relative certainty in 2021? Below are some of the major announcements Google has made and trends that are likely to continue. While the timelines on some of these are unclear (and all are subject to change), these shifts in our small world are very likely.

Mobile-only indexing (March)

Mobile-first indexing has been in progress for a while, and most sites rolled over in 2020 or earlier. Google had originally announced that the index would fully default to mobile-first by September 2020, but pushed that timeline back in July (ostensibly due to the pandemic) to March 2021.

If you haven't made the switch to a mobile-friendly site at this point, there's not much time left to waste. Keep in mind that "mobile-first" isn't just about speed and user experience, but making sure that your mobile site is as crawlable as your desktop. If Google can't reach critical pages via your mobile design and internal links, then those pages are likely to drop out of the index. A page that isn't indexed is a page that doesn't rank.

Core Web Vitals (May)

While this date may change, Google has announced that Core Web Vitals will become a ranking factor in 2021. Here's a bit more detail from the official announcement ...

Page experience signals in ranking will roll out in May 2021. The new page experience signals combine Core Web Vitals with our existing search signals including mobile-friendliness, safe-browsing, HTTPS-security, and intrusive interstitial guidelines.

Many of these page experience signals already impact ranking to some degree, according to Google, so the important part really boils down to Core Web Vitals. You can get more of the details in this Whiteboard Friday from Cyrus, but the short version is that this is currently a set of three metrics (with unfortunately techie names): (1) Largest Contentful Paint (LCP) LCP measures how quickly the largest, visible block of your page loads. It is one view into perceived load-time and tries to filter out background libraries and other off-page objects.

(2) First Input Delay (FID) FID measures how much time it takes before a user can interact with your page. "Interact" here means the most fundamental aspects of interaction, like clicking an on-page link.

(3) Cumulative Layout Shift (CLS) CLS measures changes to your page layout, such as ads that appear or move after the initial page-load. I suspect the update will apply mostly to abusive or disruptive layout shifts. While these metrics are a narrow slice of the user experience, the good news is that Google has defined all of them in a fair amount of detail and allows you to track this data with tools like Google Lighthouse. So, we're in a unique position of being be able to prepare for the May algorithm update.

That said, I think you should improve site speed and user experience because it's a net-positive overall, not because of a pending 2021 update. If past history — including the HTTPS update and mobile-friendly update — is any indicator, Google's hope is to use the pre-announcement to push people to make changes now. I strongly suspect that Core Web Vitals will be a very minor ranking factor in the initial update, ramping up over a period of many months.

Passage indexing/ranking (TBD)

In October 2020, Google announced that they were "... now able to not just index web pages, but individual passages from the pages." They later clarified that this wasn't so much passage indexing as passage ranking, and the timeline wasn't initially clear. Danny Sullivan later clarified that this change did not roll out in 2020, but Google's language suggests that passage ranking is likely to roll out as soon as it's tested and ready.

While there's nothing specific you can do to harness passage ranking, according to Google, I think this change is not only an indicator of ML/AI progress but a recognition that you can have valuable, long-form content that addresses multiple topics. The rise of answers in SERPs (especially Featured Snippets and People Also Ask boxes) had a side-effect of causing people to think in terms of more focused, question-and-answer style content. While that's not entirely bad, I suspect it's generally driven people away from broader content to shorter, narrower content.

Even in 2020, there are many examples of rich, long-form content that ranks for multiple Featured/Snippets, but I expect passage ranking will re-balance this equation even more and give us increased freedom to create content in the best format for the topic at hand, without worrying too much about being laser-targeted on a single topic.

Core algorithm updates (TBD)

It's safe to say we can expect more core algorithm updates in 2021. There were three named "Core" updates in 2020 (January, May, and December), but the frequency and timing has been inconsistent. While there are patterns across the updates, thematically, each update seems to contain both new elements and some adjustments to old elements, and my own analysis suggests that the patterns (the same sites winning and losing, for example) aren't as prominent as we imagine. We can assume that Google's Core Updates will reflect the philosophy of their quality guidelines over time, but I don't think we can predict the timing or substance of any particular core update.

Googlebot crawling HTTP/2 (2022+)

Last fall, Google revealed that Googlebot would begin crawling HTTP/2 sites in November of 2020. It's not clear how much HTTP/2 crawling is currently happening, and Google said they would not penalize sites that don't support HTTP/2 and would even allow opt-out (for now). Unlike making a site secure (HTTPS) or mobile-friendly, HTTP/2 is not widely available to everyone and may depend on your infrastructure or hosting provider.

While I think we should pay attention to this development, don't make the switch to HTTP/2 in 2021 just for Google's sake. If it makes sense for the speed and performance of your site, great, but I suspect Google will be testing HTTP/2 and turning up the volume on it's impact slowly over the next few months. At some point, we might see a HTTPS-style announcement of a coming ranking impact, but if that happens, I wouldn't expect it until 2022 or later.

When will this end?

While COVID-19 may not seem like a marketing topic, the global economic impact is painfully clear at this point Any plans we make for 2021 have to consider the COVID-19 timeline, or they're a fantasy. When can we expect the pandemic to end and businesses to reopen on a national and global scale? Let me start by saying that I'm not a medical doctor — I'm a research psychologist by training. I don't have a crystal ball, but I know how to read primary sources and piece them together. What follows is my best read of the current facts and the 2021 timeline. I will try to avoid my own personal biases, but note that my read on the situation is heavily US-biased. I will generally avoid worst-case scenarios, like a major mutation of the virus, and stick to a median scenario.

Where are we at right now?

As I'm writing this sentence, over 4,000 people died just yesterday of COVID-19 in the US and over 14,000 globally. As a data scientist, I can tell you that every data point requires context, but when we cherry-pick the context, we deceive ourselves. What data science doesn't tell us is that everyone one of these data points is a human life, and that matters.

There is a light at the end of the tunnel, in the form of viable vaccines, including (here in the US and in the UK) the Pfizer-BioNTech, Moderna, and Oxford-AstraZeneca vaccines. These vaccines have been approved in some countries, have demonstrated promising results, and are in production. Here in the US, we're currently behind the timeline on distribution, with the CDC reporting about 10 million people vaccinated as of mid-January (initial goal was 20 million vaccinated by the end of 2020). In terms of the timeline, it's important to note that, for maximum effectiveness, the major vaccines require two doses, separated by about 3-4 weeks (this may vary with the vaccine and change as research continues).

Is it getting better or worse?

I don't want to get mired in the data, but the winter holidays and travel are already showing a negative impact here in the US, and New Year's Eve may complicate problems. While overall death rates have improved due to better treatment options and knowledge of the disease, many states and countries are at or near peak case rates and peak daily deaths. This situation is very likely to get worse before it gets better.

When might we reopen?

I'm assuming, for better or worse, that reopening does not imply full "herd immunity" or a zero case-rate. We're talking about a critical mass of vaccinations and a significant flattening of the curve. It's hard to find a source outside of political debates here in the US, but a recent symposium sponsored by Harvard and the New England Journal of Medicine suggests that — if we can adequately ramp up vaccine distribution in the second quarter of 2021 — we could see measurable positive impact by the end of our summer (or early-to-mid third quarter) here in the US.

Any prediction right now requires a lot of assumptions and there may be massive regional differences in this timeline, but the key point is that the availability of the vaccine, while certainly cause for optimism, is not a magic wand. Manufacturing, distribution, and the need for a second dose all mean that we're realistically still looking at a few months for medical advances to have widespread impact.

What can we do now?

First, let me say that there is absolutely no one-size-fits-all answer to this question. Many local businesses were decimated, while e-commerce grew 32% year-over-year in 2020. If you're a local restaurant that managed to stay afloat, you may see a rapid return of customers in the summer or fall. If you're a major online retailer, you could actually see a reduction in sales as brick-and-mortar stores become viable again (although probably not to 2019 levels).

If your e-commerce business was lucky enough to see gains in 2020, Miracle Inameti-Archibong has some great advice for you. To inadequately summarize — don't take any of this for granted. This is a time to learn from your new customers, re-invest in your marketing, and show goodwill toward the people who are shopping online more because of the difficulties they're facing.

If you're stuck waiting to reopen, consider the lead time SEO campaigns require to have an impact. In a recent Whiteboard Friday, I made the case that SEO isn't an on/off switch. Consider the oversimplified diagram below. Paid search is a bit like the dotted gray line — you flip the switch on, and the leads starting flowing. The trade-off is that when you flip the switch off, the leads dry up almost immediately.

Organic SEO has a ramp-up. It's more like the blue curve above. The benefit of organic is that the leads keep coming when you stop investing, but it also means that the leads will take time to rebuild when you start to reinvest. This timeline depends on a lot of variables, but an organic campaign can often take 2-3 months or more to get off the ground. If you want to hit the ground running as reopening kicks in, you're going to need to start re-investing ahead of that timeline. I acknowledge that that might not be easy, and it doesn't have to be all or none.

In a recent interview, Mary Ellen Coe (head of Google Marketing Solutions) cited a 20,000% increase during the pandemic in searches from consumers looking to support local businesses. There's a tremendous appetite for reopening and a surge of goodwill for local businesses. If you're a local business, even if you're temporarily closed, it's important to let people know that you're still around and to keep them up-to-date on your reopening plans as they evolve.

I don't expect that the new normal will look much like the old normal, and I'm mindful that many businesses didn't survive to see 2021. We can't predict the future, but we can't afford to wait for months and do nothing, either, so I hope this at least gives you some idea of what to expect in the coming year and how we might prepare for it.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[ductrungnguyen87]

The Best-Laid Plans: Can We Predict Anything About 2021?

Posted by Dr-Pete

I've deleted this introduction twice. To say that no one could've predicted how 2020 unfolded seems trite since we're not even a month into 2021, and this new year has already unraveled. Our challenges in the past year, across the globe, have gone far beyond marketing, and I doubt any of us ended the year the way we expected. This graph from Google Trends tells the story better than I can:

The pandemic fundamentally rewrote the global economy in a way none of us has ever experienced, and yet we have to find a path forward. How do we even begin to chart a course in 2021?

What do we know?

Let's start small. Within our search marketing realm, is there anything we can predict with relative certainty in 2021? Below are some of the major announcements Google has made and trends that are likely to continue. While the timelines on some of these are unclear (and all are subject to change), these shifts in our small world are very likely.

Mobile-only indexing (March)

Mobile-first indexing has been in progress for a while, and most sites rolled over in 2020 or earlier. Google had originally announced that the index would fully default to mobile-first by September 2020, but pushed that timeline back in July (ostensibly due to the pandemic) to March 2021.

If you haven't made the switch to a mobile-friendly site at this point, there's not much time left to waste. Keep in mind that "mobile-first" isn't just about speed and user experience, but making sure that your mobile site is as crawlable as your desktop. If Google can't reach critical pages via your mobile design and internal links, then those pages are likely to drop out of the index. A page that isn't indexed is a page that doesn't rank.

Core Web Vitals (May)

While this date may change, Google has announced that Core Web Vitals will become a ranking factor in 2021. Here's a bit more detail from the official announcement ...

Page experience signals in ranking will roll out in May 2021. The new page experience signals combine Core Web Vitals with our existing search signals including mobile-friendliness, safe-browsing, HTTPS-security, and intrusive interstitial guidelines.

Many of these page experience signals already impact ranking to some degree, according to Google, so the important part really boils down to Core Web Vitals. You can get more of the details in this Whiteboard Friday from Cyrus, but the short version is that this is currently a set of three metrics (with unfortunately techie names): (1) Largest Contentful Paint (LCP) LCP measures how quickly the largest, visible block of your page loads. It is one view into perceived load-time and tries to filter out background libraries and other off-page objects.

(2) First Input Delay (FID) FID measures how much time it takes before a user can interact with your page. "Interact" here means the most fundamental aspects of interaction, like clicking an on-page link.

(3) Cumulative Layout Shift (CLS) CLS measures changes to your page layout, such as ads that appear or move after the initial page-load. I suspect the update will apply mostly to abusive or disruptive layout shifts. While these metrics are a narrow slice of the user experience, the good news is that Google has defined all of them in a fair amount of detail and allows you to track this data with tools like Google Lighthouse. So, we're in a unique position of being be able to prepare for the May algorithm update.

That said, I think you should improve site speed and user experience because it's a net-positive overall, not because of a pending 2021 update. If past history — including the HTTPS update and mobile-friendly update — is any indicator, Google's hope is to use the pre-announcement to push people to make changes now. I strongly suspect that Core Web Vitals will be a very minor ranking factor in the initial update, ramping up over a period of many months.

Passage indexing/ranking (TBD)

In October 2020, Google announced that they were "... now able to not just index web pages, but individual passages from the pages." They later clarified that this wasn't so much passage indexing as passage ranking, and the timeline wasn't initially clear. Danny Sullivan later clarified that this change did not roll out in 2020, but Google's language suggests that passage ranking is likely to roll out as soon as it's tested and ready.

While there's nothing specific you can do to harness passage ranking, according to Google, I think this change is not only an indicator of ML/AI progress but a recognition that you can have valuable, long-form content that addresses multiple topics. The rise of answers in SERPs (especially Featured Snippets and People Also Ask boxes) had a side-effect of causing people to think in terms of more focused, question-and-answer style content. While that's not entirely bad, I suspect it's generally driven people away from broader content to shorter, narrower content.

Even in 2020, there are many examples of rich, long-form content that ranks for multiple Featured/Snippets, but I expect passage ranking will re-balance this equation even more and give us increased freedom to create content in the best format for the topic at hand, without worrying too much about being laser-targeted on a single topic.

Core algorithm updates (TBD)

It's safe to say we can expect more core algorithm updates in 2021. There were three named "Core" updates in 2020 (January, May, and December), but the frequency and timing has been inconsistent. While there are patterns across the updates, thematically, each update seems to contain both new elements and some adjustments to old elements, and my own analysis suggests that the patterns (the same sites winning and losing, for example) aren't as prominent as we imagine. We can assume that Google's Core Updates will reflect the philosophy of their quality guidelines over time, but I don't think we can predict the timing or substance of any particular core update.

Googlebot crawling HTTP/2 (2022+)

Last fall, Google revealed that Googlebot would begin crawling HTTP/2 sites in November of 2020. It's not clear how much HTTP/2 crawling is currently happening, and Google said they would not penalize sites that don't support HTTP/2 and would even allow opt-out (for now). Unlike making a site secure (HTTPS) or mobile-friendly, HTTP/2 is not widely available to everyone and may depend on your infrastructure or hosting provider.

While I think we should pay attention to this development, don't make the switch to HTTP/2 in 2021 just for Google's sake. If it makes sense for the speed and performance of your site, great, but I suspect Google will be testing HTTP/2 and turning up the volume on it's impact slowly over the next few months. At some point, we might see a HTTPS-style announcement of a coming ranking impact, but if that happens, I wouldn't expect it until 2022 or later.

When will this end?

While COVID-19 may not seem like a marketing topic, the global economic impact is painfully clear at this point Any plans we make for 2021 have to consider the COVID-19 timeline, or they're a fantasy. When can we expect the pandemic to end and businesses to reopen on a national and global scale? Let me start by saying that I'm not a medical doctor — I'm a research psychologist by training. I don't have a crystal ball, but I know how to read primary sources and piece them together. What follows is my best read of the current facts and the 2021 timeline. I will try to avoid my own personal biases, but note that my read on the situation is heavily US-biased. I will generally avoid worst-case scenarios, like a major mutation of the virus, and stick to a median scenario.

Where are we at right now?

As I'm writing this sentence, over 4,000 people died just yesterday of COVID-19 in the US and over 14,000 globally. As a data scientist, I can tell you that every data point requires context, but when we cherry-pick the context, we deceive ourselves. What data science doesn't tell us is that everyone one of these data points is a human life, and that matters.

There is a light at the end of the tunnel, in the form of viable vaccines, including (here in the US and in the UK) the Pfizer-BioNTech, Moderna, and Oxford-AstraZeneca vaccines. These vaccines have been approved in some countries, have demonstrated promising results, and are in production. Here in the US, we're currently behind the timeline on distribution, with the CDC reporting about 10 million people vaccinated as of mid-January (initial goal was 20 million vaccinated by the end of 2020). In terms of the timeline, it's important to note that, for maximum effectiveness, the major vaccines require two doses, separated by about 3-4 weeks (this may vary with the vaccine and change as research continues).

Is it getting better or worse?

I don't want to get mired in the data, but the winter holidays and travel are already showing a negative impact here in the US, and New Year's Eve may complicate problems. While overall death rates have improved due to better treatment options and knowledge of the disease, many states and countries are at or near peak case rates and peak daily deaths. This situation is very likely to get worse before it gets better.

When might we reopen?

I'm assuming, for better or worse, that reopening does not imply full "herd immunity" or a zero case-rate. We're talking about a critical mass of vaccinations and a significant flattening of the curve. It's hard to find a source outside of political debates here in the US, but a recent symposium sponsored by Harvard and the New England Journal of Medicine suggests that — if we can adequately ramp up vaccine distribution in the second quarter of 2021 — we could see measurable positive impact by the end of our summer (or early-to-mid third quarter) here in the US.

Any prediction right now requires a lot of assumptions and there may be massive regional differences in this timeline, but the key point is that the availability of the vaccine, while certainly cause for optimism, is not a magic wand. Manufacturing, distribution, and the need for a second dose all mean that we're realistically still looking at a few months for medical advances to have widespread impact.

What can we do now?

First, let me say that there is absolutely no one-size-fits-all answer to this question. Many local businesses were decimated, while e-commerce grew 32% year-over-year in 2020. If you're a local restaurant that managed to stay afloat, you may see a rapid return of customers in the summer or fall. If you're a major online retailer, you could actually see a reduction in sales as brick-and-mortar stores become viable again (although probably not to 2019 levels).

If your e-commerce business was lucky enough to see gains in 2020, Miracle Inameti-Archibong has some great advice for you. To inadequately summarize — don't take any of this for granted. This is a time to learn from your new customers, re-invest in your marketing, and show goodwill toward the people who are shopping online more because of the difficulties they're facing.

If you're stuck waiting to reopen, consider the lead time SEO campaigns require to have an impact. In a recent Whiteboard Friday, I made the case that SEO isn't an on/off switch. Consider the oversimplified diagram below. Paid search is a bit like the dotted gray line — you flip the switch on, and the leads starting flowing. The trade-off is that when you flip the switch off, the leads dry up almost immediately.

Organic SEO has a ramp-up. It's more like the blue curve above. The benefit of organic is that the leads keep coming when you stop investing, but it also means that the leads will take time to rebuild when you start to reinvest. This timeline depends on a lot of variables, but an organic campaign can often take 2-3 months or more to get off the ground. If you want to hit the ground running as reopening kicks in, you're going to need to start re-investing ahead of that timeline. I acknowledge that that might not be easy, and it doesn't have to be all or none.

In a recent interview, Mary Ellen Coe (head of Google Marketing Solutions) cited a 20,000% increase during the pandemic in searches from consumers looking to support local businesses. There's a tremendous appetite for reopening and a surge of goodwill for local businesses. If you're a local business, even if you're temporarily closed, it's important to let people know that you're still around and to keep them up-to-date on your reopening plans as they evolve.

I don't expect that the new normal will look much like the old normal, and I'm mindful that many businesses didn't survive to see 2021. We can't predict the future, but we can't afford to wait for months and do nothing, either, so I hope this at least gives you some idea of what to expect in the coming year and how we might prepare for it.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[camerasieunhovn]

The Best-Laid Plans: Can We Predict Anything About 2021?

Posted by Dr-Pete

I've deleted this introduction twice. To say that no one could've predicted how 2020 unfolded seems trite since we're not even a month into 2021, and this new year has already unraveled. Our challenges in the past year, across the globe, have gone far beyond marketing, and I doubt any of us ended the year the way we expected. This graph from Google Trends tells the story better than I can:

The pandemic fundamentally rewrote the global economy in a way none of us has ever experienced, and yet we have to find a path forward. How do we even begin to chart a course in 2021?

What do we know?

Let's start small. Within our search marketing realm, is there anything we can predict with relative certainty in 2021? Below are some of the major announcements Google has made and trends that are likely to continue. While the timelines on some of these are unclear (and all are subject to change), these shifts in our small world are very likely.

Mobile-only indexing (March)

Mobile-first indexing has been in progress for a while, and most sites rolled over in 2020 or earlier. Google had originally announced that the index would fully default to mobile-first by September 2020, but pushed that timeline back in July (ostensibly due to the pandemic) to March 2021.

If you haven't made the switch to a mobile-friendly site at this point, there's not much time left to waste. Keep in mind that "mobile-first" isn't just about speed and user experience, but making sure that your mobile site is as crawlable as your desktop. If Google can't reach critical pages via your mobile design and internal links, then those pages are likely to drop out of the index. A page that isn't indexed is a page that doesn't rank.

Core Web Vitals (May)

While this date may change, Google has announced that Core Web Vitals will become a ranking factor in 2021. Here's a bit more detail from the official announcement ...

Page experience signals in ranking will roll out in May 2021. The new page experience signals combine Core Web Vitals with our existing search signals including mobile-friendliness, safe-browsing, HTTPS-security, and intrusive interstitial guidelines.

Many of these page experience signals already impact ranking to some degree, according to Google, so the important part really boils down to Core Web Vitals. You can get more of the details in this Whiteboard Friday from Cyrus, but the short version is that this is currently a set of three metrics (with unfortunately techie names): (1) Largest Contentful Paint (LCP) LCP measures how quickly the largest, visible block of your page loads. It is one view into perceived load-time and tries to filter out background libraries and other off-page objects.

(2) First Input Delay (FID) FID measures how much time it takes before a user can interact with your page. "Interact" here means the most fundamental aspects of interaction, like clicking an on-page link.

(3) Cumulative Layout Shift (CLS) CLS measures changes to your page layout, such as ads that appear or move after the initial page-load. I suspect the update will apply mostly to abusive or disruptive layout shifts. While these metrics are a narrow slice of the user experience, the good news is that Google has defined all of them in a fair amount of detail and allows you to track this data with tools like Google Lighthouse. So, we're in a unique position of being be able to prepare for the May algorithm update.

That said, I think you should improve site speed and user experience because it's a net-positive overall, not because of a pending 2021 update. If past history — including the HTTPS update and mobile-friendly update — is any indicator, Google's hope is to use the pre-announcement to push people to make changes now. I strongly suspect that Core Web Vitals will be a very minor ranking factor in the initial update, ramping up over a period of many months.

Passage indexing/ranking (TBD)

In October 2020, Google announced that they were "... now able to not just index web pages, but individual passages from the pages." They later clarified that this wasn't so much passage indexing as passage ranking, and the timeline wasn't initially clear. Danny Sullivan later clarified that this change did not roll out in 2020, but Google's language suggests that passage ranking is likely to roll out as soon as it's tested and ready.

While there's nothing specific you can do to harness passage ranking, according to Google, I think this change is not only an indicator of ML/AI progress but a recognition that you can have valuable, long-form content that addresses multiple topics. The rise of answers in SERPs (especially Featured Snippets and People Also Ask boxes) had a side-effect of causing people to think in terms of more focused, question-and-answer style content. While that's not entirely bad, I suspect it's generally driven people away from broader content to shorter, narrower content.

Even in 2020, there are many examples of rich, long-form content that ranks for multiple Featured/Snippets, but I expect passage ranking will re-balance this equation even more and give us increased freedom to create content in the best format for the topic at hand, without worrying too much about being laser-targeted on a single topic.

Core algorithm updates (TBD)

It's safe to say we can expect more core algorithm updates in 2021. There were three named "Core" updates in 2020 (January, May, and December), but the frequency and timing has been inconsistent. While there are patterns across the updates, thematically, each update seems to contain both new elements and some adjustments to old elements, and my own analysis suggests that the patterns (the same sites winning and losing, for example) aren't as prominent as we imagine. We can assume that Google's Core Updates will reflect the philosophy of their quality guidelines over time, but I don't think we can predict the timing or substance of any particular core update.

Googlebot crawling HTTP/2 (2022+)

Last fall, Google revealed that Googlebot would begin crawling HTTP/2 sites in November of 2020. It's not clear how much HTTP/2 crawling is currently happening, and Google said they would not penalize sites that don't support HTTP/2 and would even allow opt-out (for now). Unlike making a site secure (HTTPS) or mobile-friendly, HTTP/2 is not widely available to everyone and may depend on your infrastructure or hosting provider.

While I think we should pay attention to this development, don't make the switch to HTTP/2 in 2021 just for Google's sake. If it makes sense for the speed and performance of your site, great, but I suspect Google will be testing HTTP/2 and turning up the volume on it's impact slowly over the next few months. At some point, we might see a HTTPS-style announcement of a coming ranking impact, but if that happens, I wouldn't expect it until 2022 or later.

When will this end?

While COVID-19 may not seem like a marketing topic, the global economic impact is painfully clear at this point Any plans we make for 2021 have to consider the COVID-19 timeline, or they're a fantasy. When can we expect the pandemic to end and businesses to reopen on a national and global scale? Let me start by saying that I'm not a medical doctor — I'm a research psychologist by training. I don't have a crystal ball, but I know how to read primary sources and piece them together. What follows is my best read of the current facts and the 2021 timeline. I will try to avoid my own personal biases, but note that my read on the situation is heavily US-biased. I will generally avoid worst-case scenarios, like a major mutation of the virus, and stick to a median scenario.

Where are we at right now?

As I'm writing this sentence, over 4,000 people died just yesterday of COVID-19 in the US and over 14,000 globally. As a data scientist, I can tell you that every data point requires context, but when we cherry-pick the context, we deceive ourselves. What data science doesn't tell us is that everyone one of these data points is a human life, and that matters.

There is a light at the end of the tunnel, in the form of viable vaccines, including (here in the US and in the UK) the Pfizer-BioNTech, Moderna, and Oxford-AstraZeneca vaccines. These vaccines have been approved in some countries, have demonstrated promising results, and are in production. Here in the US, we're currently behind the timeline on distribution, with the CDC reporting about 10 million people vaccinated as of mid-January (initial goal was 20 million vaccinated by the end of 2020). In terms of the timeline, it's important to note that, for maximum effectiveness, the major vaccines require two doses, separated by about 3-4 weeks (this may vary with the vaccine and change as research continues).

Is it getting better or worse?

I don't want to get mired in the data, but the winter holidays and travel are already showing a negative impact here in the US, and New Year's Eve may complicate problems. While overall death rates have improved due to better treatment options and knowledge of the disease, many states and countries are at or near peak case rates and peak daily deaths. This situation is very likely to get worse before it gets better.

When might we reopen?

I'm assuming, for better or worse, that reopening does not imply full "herd immunity" or a zero case-rate. We're talking about a critical mass of vaccinations and a significant flattening of the curve. It's hard to find a source outside of political debates here in the US, but a recent symposium sponsored by Harvard and the New England Journal of Medicine suggests that — if we can adequately ramp up vaccine distribution in the second quarter of 2021 — we could see measurable positive impact by the end of our summer (or early-to-mid third quarter) here in the US.

Any prediction right now requires a lot of assumptions and there may be massive regional differences in this timeline, but the key point is that the availability of the vaccine, while certainly cause for optimism, is not a magic wand. Manufacturing, distribution, and the need for a second dose all mean that we're realistically still looking at a few months for medical advances to have widespread impact.

What can we do now?

First, let me say that there is absolutely no one-size-fits-all answer to this question. Many local businesses were decimated, while e-commerce grew 32% year-over-year in 2020. If you're a local restaurant that managed to stay afloat, you may see a rapid return of customers in the summer or fall. If you're a major online retailer, you could actually see a reduction in sales as brick-and-mortar stores become viable again (although probably not to 2019 levels).

If your e-commerce business was lucky enough to see gains in 2020, Miracle Inameti-Archibong has some great advice for you. To inadequately summarize — don't take any of this for granted. This is a time to learn from your new customers, re-invest in your marketing, and show goodwill toward the people who are shopping online more because of the difficulties they're facing.

If you're stuck waiting to reopen, consider the lead time SEO campaigns require to have an impact. In a recent Whiteboard Friday, I made the case that SEO isn't an on/off switch. Consider the oversimplified diagram below. Paid search is a bit like the dotted gray line — you flip the switch on, and the leads starting flowing. The trade-off is that when you flip the switch off, the leads dry up almost immediately.

Organic SEO has a ramp-up. It's more like the blue curve above. The benefit of organic is that the leads keep coming when you stop investing, but it also means that the leads will take time to rebuild when you start to reinvest. This timeline depends on a lot of variables, but an organic campaign can often take 2-3 months or more to get off the ground. If you want to hit the ground running as reopening kicks in, you're going to need to start re-investing ahead of that timeline. I acknowledge that that might not be easy, and it doesn't have to be all or none.

In a recent interview, Mary Ellen Coe (head of Google Marketing Solutions) cited a 20,000% increase during the pandemic in searches from consumers looking to support local businesses. There's a tremendous appetite for reopening and a surge of goodwill for local businesses. If you're a local business, even if you're temporarily closed, it's important to let people know that you're still around and to keep them up-to-date on your reopening plans as they evolve.

I don't expect that the new normal will look much like the old normal, and I'm mindful that many businesses didn't survive to see 2021. We can't predict the future, but we can't afford to wait for months and do nothing, either, so I hope this at least gives you some idea of what to expect in the coming year and how we might prepare for it.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[gamebazu]

The Best-Laid Plans: Can We Predict Anything About 2021?

Posted by Dr-Pete

I've deleted this introduction twice. To say that no one could've predicted how 2020 unfolded seems trite since we're not even a month into 2021, and this new year has already unraveled. Our challenges in the past year, across the globe, have gone far beyond marketing, and I doubt any of us ended the year the way we expected. This graph from Google Trends tells the story better than I can:

The pandemic fundamentally rewrote the global economy in a way none of us has ever experienced, and yet we have to find a path forward. How do we even begin to chart a course in 2021?

What do we know?

Let's start small. Within our search marketing realm, is there anything we can predict with relative certainty in 2021? Below are some of the major announcements Google has made and trends that are likely to continue. While the timelines on some of these are unclear (and all are subject to change), these shifts in our small world are very likely.

Mobile-only indexing (March)

Mobile-first indexing has been in progress for a while, and most sites rolled over in 2020 or earlier. Google had originally announced that the index would fully default to mobile-first by September 2020, but pushed that timeline back in July (ostensibly due to the pandemic) to March 2021.

If you haven't made the switch to a mobile-friendly site at this point, there's not much time left to waste. Keep in mind that "mobile-first" isn't just about speed and user experience, but making sure that your mobile site is as crawlable as your desktop. If Google can't reach critical pages via your mobile design and internal links, then those pages are likely to drop out of the index. A page that isn't indexed is a page that doesn't rank.

Core Web Vitals (May)

While this date may change, Google has announced that Core Web Vitals will become a ranking factor in 2021. Here's a bit more detail from the official announcement ...

Page experience signals in ranking will roll out in May 2021. The new page experience signals combine Core Web Vitals with our existing search signals including mobile-friendliness, safe-browsing, HTTPS-security, and intrusive interstitial guidelines.

Many of these page experience signals already impact ranking to some degree, according to Google, so the important part really boils down to Core Web Vitals. You can get more of the details in this Whiteboard Friday from Cyrus, but the short version is that this is currently a set of three metrics (with unfortunately techie names): (1) Largest Contentful Paint (LCP) LCP measures how quickly the largest, visible block of your page loads. It is one view into perceived load-time and tries to filter out background libraries and other off-page objects.

(2) First Input Delay (FID) FID measures how much time it takes before a user can interact with your page. "Interact" here means the most fundamental aspects of interaction, like clicking an on-page link.

(3) Cumulative Layout Shift (CLS) CLS measures changes to your page layout, such as ads that appear or move after the initial page-load. I suspect the update will apply mostly to abusive or disruptive layout shifts. While these metrics are a narrow slice of the user experience, the good news is that Google has defined all of them in a fair amount of detail and allows you to track this data with tools like Google Lighthouse. So, we're in a unique position of being be able to prepare for the May algorithm update.

That said, I think you should improve site speed and user experience because it's a net-positive overall, not because of a pending 2021 update. If past history — including the HTTPS update and mobile-friendly update — is any indicator, Google's hope is to use the pre-announcement to push people to make changes now. I strongly suspect that Core Web Vitals will be a very minor ranking factor in the initial update, ramping up over a period of many months.

Passage indexing/ranking (TBD)

In October 2020, Google announced that they were "... now able to not just index web pages, but individual passages from the pages." They later clarified that this wasn't so much passage indexing as passage ranking, and the timeline wasn't initially clear. Danny Sullivan later clarified that this change did not roll out in 2020, but Google's language suggests that passage ranking is likely to roll out as soon as it's tested and ready.

While there's nothing specific you can do to harness passage ranking, according to Google, I think this change is not only an indicator of ML/AI progress but a recognition that you can have valuable, long-form content that addresses multiple topics. The rise of answers in SERPs (especially Featured Snippets and People Also Ask boxes) had a side-effect of causing people to think in terms of more focused, question-and-answer style content. While that's not entirely bad, I suspect it's generally driven people away from broader content to shorter, narrower content.

Even in 2020, there are many examples of rich, long-form content that ranks for multiple Featured/Snippets, but I expect passage ranking will re-balance this equation even more and give us increased freedom to create content in the best format for the topic at hand, without worrying too much about being laser-targeted on a single topic.

Core algorithm updates (TBD)

It's safe to say we can expect more core algorithm updates in 2021. There were three named "Core" updates in 2020 (January, May, and December), but the frequency and timing has been inconsistent. While there are patterns across the updates, thematically, each update seems to contain both new elements and some adjustments to old elements, and my own analysis suggests that the patterns (the same sites winning and losing, for example) aren't as prominent as we imagine. We can assume that Google's Core Updates will reflect the philosophy of their quality guidelines over time, but I don't think we can predict the timing or substance of any particular core update.

Googlebot crawling HTTP/2 (2022+)

Last fall, Google revealed that Googlebot would begin crawling HTTP/2 sites in November of 2020. It's not clear how much HTTP/2 crawling is currently happening, and Google said they would not penalize sites that don't support HTTP/2 and would even allow opt-out (for now). Unlike making a site secure (HTTPS) or mobile-friendly, HTTP/2 is not widely available to everyone and may depend on your infrastructure or hosting provider.

While I think we should pay attention to this development, don't make the switch to HTTP/2 in 2021 just for Google's sake. If it makes sense for the speed and performance of your site, great, but I suspect Google will be testing HTTP/2 and turning up the volume on it's impact slowly over the next few months. At some point, we might see a HTTPS-style announcement of a coming ranking impact, but if that happens, I wouldn't expect it until 2022 or later.

When will this end?

While COVID-19 may not seem like a marketing topic, the global economic impact is painfully clear at this point Any plans we make for 2021 have to consider the COVID-19 timeline, or they're a fantasy. When can we expect the pandemic to end and businesses to reopen on a national and global scale? Let me start by saying that I'm not a medical doctor — I'm a research psychologist by training. I don't have a crystal ball, but I know how to read primary sources and piece them together. What follows is my best read of the current facts and the 2021 timeline. I will try to avoid my own personal biases, but note that my read on the situation is heavily US-biased. I will generally avoid worst-case scenarios, like a major mutation of the virus, and stick to a median scenario.

Where are we at right now?

As I'm writing this sentence, over 4,000 people died just yesterday of COVID-19 in the US and over 14,000 globally. As a data scientist, I can tell you that every data point requires context, but when we cherry-pick the context, we deceive ourselves. What data science doesn't tell us is that everyone one of these data points is a human life, and that matters.

There is a light at the end of the tunnel, in the form of viable vaccines, including (here in the US and in the UK) the Pfizer-BioNTech, Moderna, and Oxford-AstraZeneca vaccines. These vaccines have been approved in some countries, have demonstrated promising results, and are in production. Here in the US, we're currently behind the timeline on distribution, with the CDC reporting about 10 million people vaccinated as of mid-January (initial goal was 20 million vaccinated by the end of 2020). In terms of the timeline, it's important to note that, for maximum effectiveness, the major vaccines require two doses, separated by about 3-4 weeks (this may vary with the vaccine and change as research continues).

Is it getting better or worse?

I don't want to get mired in the data, but the winter holidays and travel are already showing a negative impact here in the US, and New Year's Eve may complicate problems. While overall death rates have improved due to better treatment options and knowledge of the disease, many states and countries are at or near peak case rates and peak daily deaths. This situation is very likely to get worse before it gets better.

When might we reopen?

I'm assuming, for better or worse, that reopening does not imply full "herd immunity" or a zero case-rate. We're talking about a critical mass of vaccinations and a significant flattening of the curve. It's hard to find a source outside of political debates here in the US, but a recent symposium sponsored by Harvard and the New England Journal of Medicine suggests that — if we can adequately ramp up vaccine distribution in the second quarter of 2021 — we could see measurable positive impact by the end of our summer (or early-to-mid third quarter) here in the US.

Any prediction right now requires a lot of assumptions and there may be massive regional differences in this timeline, but the key point is that the availability of the vaccine, while certainly cause for optimism, is not a magic wand. Manufacturing, distribution, and the need for a second dose all mean that we're realistically still looking at a few months for medical advances to have widespread impact.

What can we do now?

First, let me say that there is absolutely no one-size-fits-all answer to this question. Many local businesses were decimated, while e-commerce grew 32% year-over-year in 2020. If you're a local restaurant that managed to stay afloat, you may see a rapid return of customers in the summer or fall. If you're a major online retailer, you could actually see a reduction in sales as brick-and-mortar stores become viable again (although probably not to 2019 levels).

If your e-commerce business was lucky enough to see gains in 2020, Miracle Inameti-Archibong has some great advice for you. To inadequately summarize — don't take any of this for granted. This is a time to learn from your new customers, re-invest in your marketing, and show goodwill toward the people who are shopping online more because of the difficulties they're facing.

If you're stuck waiting to reopen, consider the lead time SEO campaigns require to have an impact. In a recent Whiteboard Friday, I made the case that SEO isn't an on/off switch. Consider the oversimplified diagram below. Paid search is a bit like the dotted gray line — you flip the switch on, and the leads starting flowing. The trade-off is that when you flip the switch off, the leads dry up almost immediately.

Organic SEO has a ramp-up. It's more like the blue curve above. The benefit of organic is that the leads keep coming when you stop investing, but it also means that the leads will take time to rebuild when you start to reinvest. This timeline depends on a lot of variables, but an organic campaign can often take 2-3 months or more to get off the ground. If you want to hit the ground running as reopening kicks in, you're going to need to start re-investing ahead of that timeline. I acknowledge that that might not be easy, and it doesn't have to be all or none.

In a recent interview, Mary Ellen Coe (head of Google Marketing Solutions) cited a 20,000% increase during the pandemic in searches from consumers looking to support local businesses. There's a tremendous appetite for reopening and a surge of goodwill for local businesses. If you're a local business, even if you're temporarily closed, it's important to let people know that you're still around and to keep them up-to-date on your reopening plans as they evolve.

I don't expect that the new normal will look much like the old normal, and I'm mindful that many businesses didn't survive to see 2021. We can't predict the future, but we can't afford to wait for months and do nothing, either, so I hope this at least gives you some idea of what to expect in the coming year and how we might prepare for it.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

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