Sunday, September 13, 2015

SEO and the C-SUIT team

Getting the C-SUIT TEAM to buy into the value of SEO is a tough nut to crack.


SEO or Search Engine Optimisation is a very poorly understood concept, but it's implications within the online marketing industry are so massive that your SEO can make or break a company in terms of online exposure, and the costs involved in getting the right target market group to actually fall into your online conversion funnels.


Getting your executive staff  (the C-SUIT team) to buy into this understanding, and accept the fact that SEO needs to be integrated into your online marketing through a #FUFISM based  marketing strategy is essential, as they need to support this and ensure that the many different marketing tactics that a company use, are all integrated into a single well managed holistic marketing plan.


The introduction of the Google Humming Bird in August / September 2013 was the point at which this started to become important, but most marketing folks, both online and off line have not yet adopted  new strategies that incorporate the necessary thinking that came along with the introduction of SEMANTIC SEARCH and its many new Search Engine Optimisation Value Indicators (#SEOVI) that now need to be incorporated in all your marketing, both online and offline.

This recent post by +Eric Enge  of STONE TEMPLE CONSULTING discusses some of the real tricky issues that need to be addressed in getting the C-SUIT TEAM (CHIEF SOMETHING OFFICERS) to buy into the value of SEO for your marketing efforts, both online and off line.

I have written about the value of SEO before, and I suggest that you take a peep see at some of my older posts just to remind you of the way that I think, and help you to understand why it is so vitally important that the C-SUIT team buy into the many different issues associated with a +fufism  based\marketing philosophy. This post discusses the value of SEO

Getting a buy in from your senior management is a very difficult task for those within the SEO industry, and breaking down the individual SILOS that exist for each marketing field is even more difficult, but these two issues need to be attacked with some vigor by the SEO team to ensure that there is cohesion and cooperation across marketing platforms, and also across individual marketing campaigns within the same marketing mediums.

Those who have  marketing silos for print media, radio, web sites, blogs and social media platforms are in for a shock as the SEO values of individual  digital entities become more important within the search space due to semantic profiling and all the other issues associated with the SEOVI (Search Engine Optimization Value Indicators) that have been introduced by the Google Hummingbird algorithm and its close associates. 

These new new search engine optimization variables, especially those connected with individual digital entities semantic footprints, and the network linkages between separate identifiable digital entities, such as authors, publishers, image creators, video editors, social media practitioners and so many others, are now beginning to have bigger and bigger  impacts on search results as search engines gather more data and look at ways to eliminate poor quality results form their SERP's.

Those who have been using the REL = AUTHOR and REL = PUBLISHER  tags are seeing the positive results as these help improve the STFSEOVI (Semantic Trust Factor Search Engine Optimization Value Indicators)  

Those who have been using the EXIF data options for images, videos, PDF documents and other embedded files  are also seeing the positive results (see #10blueinks )   

Getting the C-SUIT TEAM to understand this and buy into the SEO value of an integrated marketing plan where SEO plays a leading role is a very difficult task, how ever the fruits that grow within your SERP's are truly worth the effort to convince the C-SUIT TEAM of the value of SEO and why SEO needs to be integrated inot all your marketing, both online and off line.

some related posts  on the 4U brand blog are listed here

Tuesday, September 01, 2015

The power of BLAB needs to be harnessed!

The dawn of a new social media giant  #BLAB

The social media platform +blab  is a new entrant into the social Media space that really only got noticed by me in   July / August  2015.  


 #BLAB is quite a powerful tool with in the conversation expansion tool kit that any marketer, or business professional  should consider using,  to expand their influence within the public domain.


BLAB is a very powerful communication platform that needs to be understood and managed as part of your personal enrichment strategies, as well as a tool,  to extend personal and meaningful conversations into the public domain in a manner that any invited prospect or like minded person may join at any time.

Blab must not be underestimated as a tool to build your personal relationships with existing customers, colleagues  , friends or other acquaintances including  with new and unknown persons who can join your BLAB experience at any time.

A new platform #BLAB

To use #B LAB you need to have an active functional twitter account,  as Blab is associated with Twitter and you need a twitter handle to log into BLAB.

BLAB is basically a video chat app that allows you to chat with up to three other folks  at a time, with the options to record this conversation so that you may re-purpose it to,  extend the conversation into other spaces,  such as here on G+, in twitter, on Facebook, in your blog or any where else where it may expand your reach and influence your intended target audience, or educate the public.

BLAB is not a stand alone strategy, as BLAB does not yet have a clear way to invite outsiders (the public) to join you and your guest, or  guests without using other platforms or other media

It thus follows that you need to have an established network, and then use this network to get the word out about your conversation and where to find it within the BLABOSPHERE.

 about FUFISM based  marketing
The power of the BLAB social space must not be underestimated, and in my personal opinion, this will soon be used by Google and other Search engines to extend, focus and   strengthen their STFSEOVI (Semantic Trust Factor Search Engine Optimisation Value Indicators) of individuals who make use of this platform to expand the conversations about their work and connected online resources.

The comment stream that is associated with each BLAB should also not be forgotten about, as this can, and should,  be used very effectively as a link building tool, to build a link profile of specific pages, blog posts or other online resources that are directly relevant to the blab in question.  This platform is thus a very unique opportunity to build your personal semantic footprint, and link it to your blog, your web site and other online resources,  where you are a contributor in very deeply connected and meaningful ways, that Google Hummingbird, and its cousins in other search engines can use with confidence to link you to specific topics, categories or industry specific fields.

Only those who have an interest in the topic in question for each individual blab will find and then perhaps comment, and this will allow for better understanding by search engines of who your intended target audience is ,  and what your industry specific niche is.  There is thus a very clear and distinct opportunity for marketers to use the BLAB platform to expand the online reach and related SEOVI (Search Engine Optimisation Value Indicators) of any specific individual who makes use of the BLAB social media space , through clever and well thought through supplemental marketing  OFF PAGE SEARCH ENGINE OPTIMIZATION of your BLAB video conversations.

Info4u is here to assist you with your understanding of onloine marketing
Info4u offers better marketing tips
If you do your marketing right by making use of your other social media platforms to market when you will be on blab,  supply the link to your blab, and ensure that these are well optimized and are highly placed within the SERP's for the topic and related key  words of the conversation that you intend to have on blab, along with who your co-host or guest will be , then you have a great chance of  random folks who have an interest in the topic under discussion.

These random folks who find your BLAB conversation should form the core of your intended target market audience.  Many may want to join the conversation directly, but be prevented from doing so due to the numbers issue.  Remember that only 4 people may be present in a #BLABCONVERSATION at any one time.   this is not a major train smash, as there is a comment stream that is live and interactive where these folks can inject their views and related links into the conversation.  also as soon as any one person leaves the BLAB CONVERSATION any body from the public may take his  /  her place.

Once again this is a very powerful communications tool, and its power within the SEO industry and related\  online marketing environment needs to be understood and managed so that it may be harnessed to promote you as an individual, as well as all the online resources where you as an individual are active or a contributor or some sort.


BLAB is a very neat communications tool that I recommend that you evaluate for your self...


I like this tool, and suggest that you start working out how you will integrate your blabs into your other marketing from a #FUFISM based marketing perspective.

Wednesday, August 05, 2015

What is the purpose of your blog?

The purpose of a blog is not easily defined, and every business should  have its own set of documents describing the purpose, aims, objectives and intent of  their own company blog.


When documenting the purpose of your blog be sure to have your business plan handy, as the company purpose, aims, objectives and intent will be used to describe the purpose, aims objectives and intent of your blog.
Document your blog and change your attitude to blogging

Once you have taken the time to document the purpose, aims, objectives and intent of your blog, you will find it an awful lot easier to  write clear instructions for your content creators , and ensure that the content that they create and assemble is more suitable for your intended target market audience.


From a FUFISM based  marketing perspective the primary purpose of your blog is to act as a supplemental marketing strategy to your website, and support the purpose, aims, objectives and intent of your website.  Your blog will of course have many secondary purposes just as your website has many different secondary purposes.

Your blog should be viewed as an essential asset that acts as part of your online presence, and be treated as the second most important online communication channel that you own, remembering that your web site is the primary online communication channel that you own.

One of the more important purposes of your blog,  should be to act as a link building, and content marketing  channel for your web site. Your blog and your web site are owned by you, making them your digital assets, whereas your social media is just leased online space, where you have very little control over the activity that takes place there.  You have total control over your blog and your web site, so you can dictate the activity that is allowed to take place within these two digital assets that you mange and control.

Your blog should also complement your website and act as a content marketing platform for your web site, where you add extra value to the content and context  of your web site by expanding the conversation started in your web site, through posts and pages in your blog,  that attract comments and on going conversations around specific topics as listed and discussed in your web site.  These conversations should then be extend to the social media, so that the social media may then be used as an extension of your blog to market your online content within your web site further and in more detail,  to the search engines as well as  your intended target market audience.

Your blog should also be used to solve consumer issues with your products, services and related information flow patterns , by answering specific questions picked up through your social listening tools, or queries raised by your audience within the online environment.

 Your blog is not a sales house, and you should not be pushing sales within your blog, but rather sending viewers to your sales pages within your web site, from blog posts that form part of your sales funnel, or pages within your blog that are dedicated to sending visitors to specific landing pages within your web site.

You should have a blogging policy, and a set of documents describing the purpose, aims, objectives and intent of your blog.  This set of documents should also descibe where your blog fits into your totsal marketing plan, along with who is in charge of the SEO issues, and how these are integrated into your web sites SEO issues, as well as how your blog will be integrated into your social media marketing tactics along with the marketing roles played by
1) your web site
2) your blog
3) your social media tactics
4) your offline marketing tactics and staregies

Besides direct marketing, content marketing, link building and SEO (Search Engine Optimization)  issues your blog should also play a number of other important roles in many other areas of your business including but not limited to

  • public relations issues
  • after sales issues
  • customer education issues
  •  community building issues
  • business networking issues
The power of your blog should not be underestimated, and you should review and update the documentation describing the purpose, sims, objectives and intent of your blog at least once every three months, but once a month would be best practice. 

Thursday, July 23, 2015

What is the purpose of your web site?

The purpose of  web site explained

From a FUFISM based marketing perspective your web site is the primary hub of your online presence, and needs to be used as  the core element  of your customer  /  supplier / client communications network.

Every business needs to examine their business plan, and understand the purpose, aims and objectives of their business as laid out in their  business plan.   This purpose aims and objectives of your business or organisation  is then used as a basis to design a marketing strategy, where your online presence needs to be the central point of your marketing strategy.

Your website should be viewed as an essential asset that is used as a communications tool, and forms the core of  all your marketing, advertising and customer interaction platforms, both online and offline.

Online marketing has\many different components, and these all need to be considered when planning your marketing. The trick question is how will you integrate these into your website and your total marketing plan.  

Your online marketing and offline marketing should complement each other and work as a team to get your branding and related business  issues noticed by your intended target market audience in a manner that is not intrusive, objectionable or disruptive, but is pleasant, memorable and  sticky  so that your brand will be in the thinking patterns and thought processes of your intended target market audience when they are looking for your products, services or related information.

So keeping the above stuff in mind, what is the purpose of your web site?

Well this is a very loaded question, and your website has a multitude of purposes, but  it is our view that the primary purpose of your web site  is to serve as a communications hub, that is customer focused and services the information flow needs of   your intended target market audience as well as but not limited to :
  • your marketing  department
  • your Public relations management team 
  • enhance your sales team and  sales related administrative staff
  • enhance your customer care and  related Public relations needs
  • solve  after sales queries and offer  product  information updates
  • interface between your various social media marketing teams and administrative staff
  • act as an online brochure 
  • act as a cold calling business rep.
  • act as a lead generation source
  • So many more purposes that are at first hidden and not very obvious at first glance.

The HOA (Hangout On Air) embedded below where +Ammon Johns  and +Vincent Messina  discuss QUALITIES OF AN EFFECTIVE BUSINESS WEBSITE  is  very helpful  in expanding the issues that you need to consider when determining the purpose of your web site. Take note that the purpose of having an online presence and a website will vary  considerably from company to company.

This HOA helps explain the PURPOSE of your web site!!!   Watch and enjoy.

Remember to document what you think is the purpose, aims and objectives of your web site, and be sure to share this with your marketing team.   Then ask that other departments in your business read over this document and ask them to comment where they think their department fits into this document, and what they feel that you need to add to this document,  discussing the purpose, aims and objectives of your web site.

Do not ignore this input, but act on it and take this feed back to your design team asking how this new perspective can be integrated into your existing website in ways that enhance your customer experience.

Be sure that your social media team are aware of this document discussing the purpose, aims and objectives of your website. Also ensure  that your social media marketing team makes good well balanced use of this information when doing their stuff within the social media environment.

It is vital that your SEO (Search Engine Optimisation) team  are aware of this document and make use of this when working with other departments  as well as your various different  marketing teams.  This will help to ensure that your SEO is better integrated into your total marketing plan.

Your document discussing the purpose, aims and objectives of your web site needs to be reviewed and updated at least once every month, then the revised document should be discussed with all your marketing teams, asking how these changes impact on their work.  If there ARE NO CHANGES  ask your entire marketing team WHY ARE THERE NO CHANGES because things are constantly in flux, and many of your aims and objectives should have been accomplished within one month.  You may also have thought of a new purpose that is not listed, but not added it.  Be sure to add all new purposes identified, as this will have an impact on the content of your web site, and may give your content marketing team new perspectives that they can exploit..

Do you have a web site policy document for your business?

If not then make a plan and develop a website policy document as part and parcel of your business policy documentation that is part of your business plan.

Your web site should be updated regularly and maintained  property by the same team who designed your web site.  Your web site is your primary online asset, and needs to be treated with the same respect that you treat your office space, taking into account that this is the digital entrance to your business, so your web pages should display the appropriate style and branding that your customers would expect to find when they walked into your offices.

Your website serves a multitude of purposes, and each of these purposes needs to be listed in your business plan, and then also listed in your marketing plan, as well as in your business policy documentation.

Sunday, July 12, 2015

Do you use the social media as a link building tool within your SEO strategies?

Link building as an SEO tool

Well I advise everybody to document everything they do, but *UNFORTUNATELY* I do not practice what I preach...

I do need to start doing this myself, as when the smelly stuff collides with the wind making machine, and your rankings go south at a great rate of knots, and you have not been keeping good records of what is done, what is not done, and who is responsible for the different pieces of your SEO then you have *REALLY BIG PROBLEMS*

Keeping checklists for tasks, and who is responsible to ensure that the task is integrated into your total marketing plan can be a real pain in the wrong spot, but it sure helps when problems decide to show their true colours and your online rankings take a tumble.

Most marketing managers, and especially those within the *SOCIAL MEDIA ARENA* do not fully comprehend the needs to integrate all your marketing both online and off line into a single marketing plan, where SEO and related\matters take the steering wheel and control many of the marketing issues in a well managed and efficient manner, that pushes your online content closer to the top of the SERP's  (Search engine Results ages) in many strange and devious ways.

Social media is the biggest and (currently) most powerful link building platform that we have ever experienced.  How you use the social media to create powerful link building opportunities for your online work is not well understood, and then there are them folks that tell you *LINK BUILDING IS DEAD* who confuse many, and cause a vast array of different problems within the SEO Industry.

Links are still one of the most  vital parts of your SEO (Search Engine Optimisation) efforts and their value must not be underestimated.

That being said, one must also not underestimate the damage that can be caused by link farms and other bad link building tactics.  How you conduct your link-building practices does need to be  clearly defined  and documented as part of your SEO policy.  Then you also need to keep records of all social media posts that are part and parcel of your  link building activities.

Your company link building policy document, which is a sub-document in your SEO policy  must be shared across all marketing platforms, both online and off line, as every marketing effort has some impact on your SEO.  This could be in the way that you influence your target market audience to use specific key words in their search queries or how you influence your copy writer to frame certain issues, or any number of other seemingly UN-important issues.

Social media managers need to be on top of the issues that impact on your SEO, and use these intelligently when passing  instructions to  others  like, but not limited to the list below. :
  • what to promote, 
  • how to promote specific issues,
  • where and when to promote your other online efforts.
  • what links to use within specific social media posts
  • how to frame social media posts that link to other social media profiles
  • how to ensure that the author of specific articles gets credits for their online works
 If you are not using the social media as a link building tool for your bog and your web site, then you are loosing out an a great opportunity.  From a #FUFISM based\perspective the social media is the powerhouse of you link building strategy, and this needs great care and lots of *SPECIAL ATTENTION* to details as supplied by your SEO team.

Those who tell you that link building is dead, need to be viewed as suspect, and their intentions need to be evaluated carefully.  You need to have an honest discussion with them about the value of social media in general, and what impacts the social media has on your SERP's. (Search Engine Results Pages)  If they tell you that the use of SOCIAL MEDIA improves your SERP's, then you need to ask them to explain exactly how this is done, and if this can be achieved without linking to your online content from your social media posts at all.

listen carefully to their explanations, and ask questions!!!!

Evaluate and then decide which way, because many have been ill advised that link building is dead, and these people may be acting on that advice, which is very dangerous.

Remember that there is plenty of bad advice online, so take your time and evaluate all advice carefully,  before accepting or rejecting any advice.

See these links to expand the conversation on the value of link building... (Social media and SERP's)  (Is SEO DEAD?)    (Issues with Link building)  (what is the value of a link) (what link building tactics do you use)  (what is SEO)

Just in case you need to know more specifics about any component of your SEO policy,  remember that you can use our internal search tool to search for specific subjects within the SEO field.   Look in the top right of the screen when using a laptop or PC...  If you do not find what you are looking for when using our search tool, then leave a comment and our team will try and help you out as best we can.  If we can not help you directly we will refer you to and expert who can.

Sunday, July 05, 2015

What is the SEO value of offline marketing?


Those who do not understand the connections between off line marketing and online content need to listen up and take action!!!!!

In the post hummingbird era all search engines introduced a very large number of new SEOVI (Search Engine Optimisation Value Indicators) which ran along side the old SEOVI and added extra value to your keywords in ways that enhance the context and intent of your online content. These new Search Engine Optimisation Value Indicators are mostly in the form of Semantic Trust and associated inter-connectivity of different digital entities, and come from the OPSEO side of things.

OPSEO or off page Search Engine Optimisation is not that well understood, and most do not comprehend that OPSEO has two separate components.  The first is ONLINE and the second is OFF LINE. So from a #FUFISM based marketing perspective we have three sectors of Search engine Optimisation that need to be considered and then integrated into your total marketing plan. These are

1) #IPSEO or In Page Search Engine Optimisation
2) #OPSEO or Off Page Search Engine Optimisation
3) #OLSEO or Off Line Search Engine Optimisation

The value of In page and off page search engine optimisation is discussed in many places but who talks of the value of Off Line Search Engine Optimisation? 

Off Line Search engine Optimisation or OLSEO,  is the part where you use your off line marketing to PLANT SEMANTIC SEEDS into the thinking patterns and thought processes of your intended target market, hoping that these seeds will grow into so called GOLDEN SEARCH QUERIES.  Golden search queries are those search queries where your intended target market audience uses your KEY WORDS and semantically related terms in their search queries, which result in your online content being at the top of the SERP's (Search Engine Results Pages)

As always understanding your target market audience in great depth is the core issue that needs to be addressed here,   because you want them (your target audience) to be exposed to your key words, so that you can expand on this in your social media marketing and other related online areas to nurture and nourish the semantic seeds that you planted in the off line media.  In other words you need to ensure that your target audience knows what your business, organization or event  is all about, so that they can use the correct terminology in their search queries to surface your online content.

If you simply assume that your intended target market are experts on your subject matter, then you are losing out.  You need to encourage your intended target market to use your desired key words in their search queries, and this process starts by introducing these words and related terminology within the off line world.  Here we are talking about 
  • news  paper advertising and marketing
  • magazines and industry specific periodicals
  • radio interviews and talk shows
  • speaking events and road shows
  • flyers and bill boards 
  • business cards and brouchers
  • any other off line opportunity where you have face tine with your customers, clients, suppliers and other interested parties
 Your SEO starts with the creation of your In Page content, and is then enhanced by your off page work which is basically supplemental marketing, or marketing that supplements your online marketing.  Your supplemental marketing uses all the same research as your original online content and here we are talking of things like  the list below, but include many not mentioned.
  • product, event, company or subject matter research
    • purpose
    • what this is used for
    • how this is used
    • what will the end user needs this for
    • what are the benefits
    • what are the detraction's
    • who should use this and why
    • costs,
    • shelf life
    • availability
    • origins
    • so many other research issues  most of which are subject matter dependent
  • target market research
    • who should read your content and why
    • language issues
    • culture issues
    • demographic issues
    • male / female
    • target market groups and lay out preferences
    • education and literacy skills
  • Target market selection process
  • Topic research
  • key word research
  • Image selection
  • Additional meta data
  • Additional mark up such as schema
  • Author and publisher issues
  • design criteria for online content

Your off line marketing team needs to be aware of  these issues and make wise use of the research notes and other related documentation of both previous as well as future online content.  This will assist them in their choice of words, images, context and related marketing issues, so as to ensure that they are able to plant your desired semantic seeds in meaningful ways,  which will encourage your intended target market audience to use specific words (your key words) when they construct their search queries.  Your social media team will also need these same notes and research data, as they will be expanding on this within their marketing efforts.  Your blogging team will also be using the same set of notes to develop their online content.

It is thus of extreme importance. especially from a #FUFISM based marketing perspective to get all your marketing folks around the same table,  at the same time,  to discuss your total marketing plan, and show each different marketing team, where and how their part of the puzzle fits into the big picture.  This will ensure better documentation of all processes, and enhance cross media marketing efforts.

It is of extreme importance that all your marketing is done within this basic outline, so that each marketing effort can be seen as a stand alone effort, but that it also fits into and augments or supplements your online marketing efforts.  This is an awful lot more important today than it was just a few years back, and the reason is the rapid expansion of the smart phone market and the volume of search traffic that comes from smart phones and other mobile devices.

You should not forget that mobile search is now larger than desktop search, and that many searchers are using last minute searches when in your brick and mortar establishment to ensure that they are getting the best deal, be it price, product support or after sales care.

What this means is that your target market is more educated and more aware of your competition, so you need to ensure that your online content is found above that of your competition, and that your social media team are on the ball, and ready to answer questions at the drop of a hat.

Once again your customers journey starts when they first discover your off line content, and then use the info found within your off line content to venture further, by searching online to discover more about you and your business.  The next step along the way is usually your social media space, and that is the reason that you need to expose your target market to your social media presence within the off line environment, and associate your social media presence with your product, service, event or other information.

Your Off Line marketing thus has an awful lot of value and importance to your online marketing, and needs to be taken seriously.  You need to ensure that all three of the SEO sectors are addressed and properly integrated into your total marketing plan at the highest level.  preferably at the C-SUIT  (Chief Something Officers) level

Once again these three sectors of SEO are, 1) IPSEO, 2) OPSEO, 3) OLSEO

Wednesday, July 01, 2015

What is the purpose of your online strategy and why should it be documented?

What is an online strategy?

During my research for the book I am writing on FUFISM I have spoken to many folks, in a variety of different environments from random folks in shopping malls, to focused online communities where SEO and online marketing are discussed in the most serious ways you can think of.  The question posed here  "What is the purpose of your online strategy"  always gets a strange answer.

Most ask do you not mean your online marketing strategy, and my stock answer is NO I am not talking about online marketing, I am talking about your online strategy and why you have an online presence in the first place.  Online marketing is only a small portion of your online presence, what about all the associated stuff like customer service,  public relations, event management, research and other business related issues?

So what is the purpose of your online strategy?

Sure sales and marketing are part of the mix of reasons for having an online presence, but they are not the only reasons that you need to have an online presence.  As you document the purpose, aims and objectives for your online presence, many more issues will come to mind, and these can then be added to your documented planning for your online presence.  An unplanned online presence is a very dangerous affair for many different reasons, and  these will surface as you progress through the methodology of setting up your online presence, documenting the procedure and actions as you go along.

From a #FUFISM based  marketing perspective,   planing and documenting your plans is one of the core elements that need to be addressed,  and done right, because your entire online marketing effort will hinge around and be influenced by these documents and associated activities.

Having an online strategy is the first step in your online marketing efforts, as this documented general online strategy will  inform your online marketing strategy, and discuss how your online marketing efforts will dovetail and mix with your off line marketing strategy. Understanding how your off line marketing and online marketing mix and influence each other is also a very important part of your planing strategy.

Before you formulate your online marketing strategy you need a clear understanding of all the components of an online marketing campaign, and a very deep understanding of SEO or Search Engine Optimisation.  Remember that SEO is the primary issue that needs to be integrated into all your marketing efforts both online and off line. Other components are more subject matter intensive, and require deeper planing around the issue at stake.  An online marketing campaign should, at least in my mind have the following components as bear minimum

1)  a website
2) a blog
3) a social media platform
4) a documented  off line marketing component
5) a documented management strategy
6) a documented collaborative strategy to ensure cross media and cross platform integration.
7) an SEO strategy that links this campaign to your other online work.

These seven basic components need to be well integrated, and shared across company divisions and marketing departments, both online and offline.

SEO or Search Engine Optimisation has three distinct layers that need to be clearly understood, with a proper focus on how they need to be integrated  into your marketing strategy, both within the off line as well as the online environment.  I have discussed these issues before  in the 4u brand blog, and you can read these posts later by following the links at the end of the article.

From a FUFISM based\ marketing perspective the three SEO layers are

1) IPSEO or In Page Search Engine Optimisation
2) OPSEO or Off Page but still online Search Engine Optimisation.
3)OLSEO or Off Page and also off line search engine optimisation

These three layers of search engine optimisation all have the same target market audience, and the target market research done should be shared by all three layers.  Each of these three layers also needs to be documented and shared across platforms, across media and across departments. The two main purposes here, are to ensure that research is not duplicated in silos, and that any silos within your marketing structure are removed and reduced to common shared documentation.

The online environment has changed radically over the last few years, and the introduction of the Google Hummingbird algorithm, along with its cousins in other search engines, has changed the online search environment in more ways than most people could possibly imagine.

 Search went form strings and links to now include this list and many other seemingly unrelated  issues.....

  • strings, 
  • links,
  • things, 
  • context of content,
  • people, 
  • places, 
  • activities and 
  • many other  hidden issues as associated \with semantic footprints and related human social media  issues.

The old set of SEOVI or Search Engine Optimisation Value Indicators that search engines used before Google introduced the HUMMINGBIRD algorithm did not vanish or become redundant,  but are still very much part of the primary search picture. What did how ever happen is that a brand new set of search variables or  SEOVI were introduced which run along side the old variables, and are factored into new and updated search algorithms which  enhance and contextualize the old variables so that your online content may be better matched to search queries

SEO or Search Engine Optimization now includes  a vast array of new SEOVI (search engine Optimisation Value Indicators) and understanding the Google Hummingbird algorithm will help you better recognize these new SEOVI so that you can deal with them in the most appropriate\manner, as they are very varied, and pop up in un-thought of locations, such as the new Google Collections, which has  many folks debating a host of related\ marketing issues that have come to light through the use of Google collections.  see link at end of document.

From a FUFISM based\marketing perspective you have three elements  that make up search, which need to be addressed\in your SEO. these are

1) your online content and all other world wide online content
2) the search engines
3) the world population which includes your target market audience

It is the function of a search engine to match search queries to online content in ways that satisfy the end user who typed in or other wise placed a search query for the search engine to reply with a SERP or Search engine results page.

It is your duty as a publisher, author or marketer to ensure that a search engine is supplied with the necessary tools and knowledge to  enable the search engine to construct a bridge between your desired target market audience and your online content,  with well laid out approaches and road\ maps that make it easy for your target market audience to access your online content across these bridges, (read SERP's) in high traffic volume loads.

So when drafting your document discussing the purpose of your online presence you need to be clear on your online marketing needs and aspirations, so that this may be introduced to the rest of your staff in ways that they can understand the match between your purpose of being online and how much of this is for marketing.  You must also be clear to mention the other purposes of your online strategies, along with how these will interact with,  and influence your online marketing strategies.

Take your time and do a good job here.  Remember that this document is a living document that needs to be revised and updated\ on a regular basis, with a minimum of One month between updates or revisions.  If there have not been enough changes to your marketing structures or your target market research, then just say so in your monthly update, but be sure to do this at least once every month.  The middle of the month is in my opinion the best time to do this, as it is usually a bit quieter and there is no demand for reports on success / failure of your various marketing efforts at this time.

Once you understand what you want to achieve within the online environment, and have documented this clearly in ways that all staff members can read and understand, you will be ready to start drafting your online marketing policies, along with who is responsible to ensure that your SEO is integrated into all your marketing plans, both online and offline.

Remember that your online strategy  is a live growing document, and keep it updated and relevant.  

You documented online strategy needs to be very clear and have a minimum of the following issues discussed in detail, the more you add here the better your online marketing results will be.

  • The purpose of your online strategy
  • the aims of your online strategy
  • the objectives of your online strategy
  • a guide line to your online policies for 

    • your web site
    • your blog
    • social media
    • internal office use  
    • research issues
    • online marketing
    • Integrating SEO with 
      • your web site
      • your blog
      • your social media  marketing
      • your print media marketing
      • your radio marketing
      • event planing and related marketing
      • other  marketing strategies such as hashtag marketing

Discovery of your online presence is a very complex and complicated  matter that has many twist,  turns and strange deviations.  There are basically three avenues that your online content can be discovered by your intended target market audience. these are listed here.......

2) BY MEANS OF YOUR ADVERTISING, either online or off line.

The first, discovery by accident,  is not a good option, the second, discovery through your advertising / marketing efforts,  is a bit better, but can be very costly, the third, using a search engine,  is the best option. Unfortunately this option  requires lots of understanding and co-operation from many different folks in a  wide range of separate disciplines. 

For these folks to have an understanding of how they need to cooperate and  work together as a team they need to understand your online strategy, and where their efforts fit into the picture, as well as how their work will impact on others efforts so that they can maximize these different areas, which each will impact on their own associated SEOVI as well as other independent but related SEOVI (Search engine Optimisation Value Indicators.)

This documented purpose of your online presence will inform many different activities, actions as well as  interactions and then ensure that every marketing project, whether online or offline,  knows how their efforts are impacting on your online presence, what needs to be done to improve both the project in question and your online exposure in general with a focus on the specific project.

From a FUFISM based  marketing perspective the purpose of your online strategy is to improve your visibility both within the online environment and the off line environment and ensure that your intended target market audience  discovers your online presence, then follows through and completes your desired CTA's or Calls To Action within your online content, be it 
  • in the social media,
  •  within the pages of your blog,
  • within your  web pages,
  •  in an online forum or 
  •  in any other online resource, or off line area where you may be active with your supplemental  marketing efforts

LINKS  to related  blog posts discussing SEO related  issues.


key words versus query: what is the difference?

Link to a google collection where #FUFISM, SEO and semantic search are the core focal element

 Semantic value of a Google plus collection
Googlwe collections as an SEO tool

Thursday, June 18, 2015

What is FUFISM and why should you care?

What is FUFISM and why should you care?

Read more about FUFISM hereWell FUFISM is a marketing philosophy where social media and SEO (Search Engine Optimisation) are the two core elements that dictate how and why many other marketing tactics are used.  As I am sure you know all search engines are gathering as many different signals as they can, so that they may use these to get the highest quality SERP's (Search Engine Results Pages) possible and ensure that their end users are happy and recommend their platform as the best search engine, so that the search engine may sell advertising and marketing space within their SERP's to business.

When Google Introduced the HUMMINGBIRD algorithm in August / September 2013 the world of search changed forever, and the focus shifted from STRINGS to THINGS and many marketers have not yet realized the true implications of these very drastic and far reaching changes.   Before Google introduced the HUMMINGBIRD algorithm key words were the main focal area of all SEO (Search Engine Optimization) and there was just a little supplemental marketing where LINK BUILDING and related issues were aimed at ensuring that the search engines associated your chosen key words with your online content.

The hummingbird algorithm and its cousins in all other search engines changed the focus of their search process, and moved away from pure key words to focus on the context of your online content, as well as all the old SEOVI (Search Engine Optimisation Value Indicators) and associated signals to a lesser degree.

What this means, for most search engines,  is that there is now a new set of SEOVI or Search Engine Optimisation Value Indicators that carry more weight than key words and all the old or  existing   Search Engine Optimisation Value Indicators (SEOVI's), which runs parallel to and enhances all the existing SEOVI that existed prior to Google Humming bird.

What I am trying to say is that all the existing search engine optimisation techniques that existed prior to the implementation of the Google Humming Bird Algorithm are still in play, and are still vitally important, as the Google Hummingbird algorithm uses these as the basis of its efforts,  and just adds extra value to these existing signals through manipulating them,  using the NEW SEOVI that are  associated with the context of your content, and how the social media and other OPSEOVI (OFF PAGE SEARCH ENGINE OPTIMISATION VALUE INDICATORS) impact on the context of your IPSEOVI (IN PAGE SEARCH ENGINE OPTIMISATION VALUE INDICATORS)

FUFISM has a Google plus business page
The next issue to consider is the impact of your so called SEMANTIC FOOTPRINT and the SEOVI (Search Engine Optimisation Value Indicators) associated with the SEMANTIC FOOTPRINT of all the digital entities that are connected to your In Page Search Engine Optimisation efforts.    The semantic footprints of all the digital entities associated with your online content are an awful lot more valuable in terms of your SEO than most people realise.  Here we are talking of things like, but not limited to: --
  • general author values of individual contributors to your original online content
  • publisher values where you online content is exposed to the public
  • individual niche authority issues of all identifiable contributors
  • niche authority of digital entities connected to your online content that you are marketing
  • niche authority of digital entities that comment or interact with your social media posts marketing your online content
  • niche authority of the domain where your social media marketing is exposed as embedded content
  • The semantic similarity  and the semantic connectedness between linked content and you In Page content.
  • the relationship between the semantic footprints of your online content and any linked content which may show that you are expanding the conversation with that specific link.


 FUFISM or Functional User Friendly Integrated Social Media is a marketing philosophy where SEO and SOCIAL MEDIA are married, and act as the parents to all your marketing projects, both online and off line.  The Value of SEO to your company needs to be clearly understood, and the part that Social media plays in expanding the value of your In Page SEO must be put into perspective, especially since the Google Hummingbird algorithm has entered the picture.

FUFISM based marketing is thus just the well managed use of all your resources to ensure that your intended target market find your online content when searching for your products, services or related information online.

FUFISM based marketing ensures that all your different marketing elements speak to each other, are supportive of each other across platforms, and across different marketing media.  This means that the three SEO elements need to be aligned and integrated in ways that both search engines and your intended target market can recognize and make use of.

The first element is #IPSEO or In Page SEO, and this consists of all the HTML code and associated files which are listed, displayed and / or  activated within the page, such as but not limited to
  • text files
  • data base files
  • image files
  • audio files
  • video files
  • scripts
The second element is #OPSEO or Off Page but online SEO, which is all the supplemental online marketing and linked URL's (Uniform Resource Locators or online resources)  including but not limited to
  • Landing pages where in page links point
    • links in your  navigation structure
    • author pages  -- REL = AUTHOR
    • publisher pages --  REL = PUBLISHER
    • contributor pages  -- REL = CONTRIBUTOR
    • pages that expand the conversation
      • internal links
      • external links
    • pages identified as landing pages by your web design or blog design team
  • Link building efforts that result in inbound links
    • Social media marketing
    • blog posts discussing your online content
    • influencer marketing
    • email marketing with embedded links
    • business directories and online classified marketing
    • good old fashioned editorial links from other domains
The third element is #OLSEO or  Off Line SEO, which is the area where you ensure that your intended target market know what your key words are, so that they will use your key words in their search queries.  Here you need to remember that SEO or Search Engine Optimisation is the toolkit that you supply to the search engines so that they may build bridges between your online content and your intended target market audience.  These bridges are the connections between search queries and key words, as determined by search engines following their many different algorithms. This OLSEO is done in many areas including but not limited to
  • your print media marketing / advertising
    • news papers
    • magazines
    • flyers
    • billboards
  • your radio marketing advertising
  • when attending trade shows 
  • when attending public speaking events
  • at conferences or industry specific events
  • cold calling by your marketing staff
  • in house personal discussions with your customers by your sales staff

These three elements of SEO need to be well managed and properly integrated to ensure that all your marketing staff understand how they are related, and how these three separate SEO tactics  influence each other.  All marketing staff need to be aware of ALL the In page issues such as the Schema markup, hash tags, videos, audio clips, Hangouts On air and other issues, so that they can incorporate these within their own personal interactions with your customers, clients and general target market audience, both within the online environment as well as the off line environment.

So coming back to the "WHY SHOULD YOU CARE"  issue... you should care because this will influence how your target market uses your key words in their search queries.  If you are successful in all three sectors of SEO then your intended target market will use your desired key words in their search queries, and search engines will easily match the intent of the search with the intent of your online content,  then place your online content at the top of the SERP's, as well as in the many new SERP displays such as the local pack, the instant answer box or other display options.

Wednesday, May 20, 2015

Is SEO important to your company ? or Search Engine Optimisation is the toolkit that you supply to the search engines so that they may build bridges between your online content and your intended target market audience.


If your SEO is done right then the search engines will be able to build  bridges with Good well mapped access points that allow free flow of high volume traffic between the search engine and your online content for your end users.


Doing SEO right is such a difficult task, as there are so many different components that need to work together as a team, with many that are in a constant state of flux.  Understanding these different components and how they interact within each other is the key to good well managed information flow patterns that are used by your marketing team to ensure a constant demand for  your products, services and related information.

It thus follows that SEO or Search Engine Optimisation is the most vital component of your online marketing, as if this is not done right your online content will not reach your intended target market audience. 

The power of SEO or Search Engine Optimisation to influence your  online penetration must never be underestimated. Over the last few years the SEO industry has evolved from a purely technical in page only issue,  to now include all your marketing channels, and invade every corner of your marketing environment, both online and offline.  We need to get you to understand that  SEO now has three primary focal areas that need to be well integrated into your total marketing plan.  If this integration does not take place then you will have very poor  penetration within the  online marketing industry.

These three focal areas of SEO are 

1) IPSEO or In Page Search Engine Optimisation
2) OPSEO or Off Page (but online) Search Engine Optimisation
3) OLSEO or Off Line Search Engine Optimisation.

IPSEO or In Page Search Engine Optimisation is all the technical stuff that is hidden within the HTML code of the page in question,  as well as a host of other related issues that are both seen and unseen by your intended target market,  when they consume the online content made available to them,  through your page in question.   There are many folks that do a wide variety of different things here, but it starts with   a marketing brief from the marketing manager.  The list below is a partial list, and only includes some the more important In Page issues that need to be addressed after target market and keyword research has been documented and shared with the relevant folks.

  • the textual content or copy writing
  • any images
  • any audio files
  • any video files
  • navigation structure
  • internal links
  • out bound links
  • the page lay out and colour scheme
  • micro data added to improve contextual issues
  • meta data in the page <HEADER> section
  • java scripts or any other hidden scripts
OPSEO or Off Page Search engine Optimisation is the next step, but some of this may need to be done prior to actual publication of your page to ensure proper information flow patterns.  OPSEO is all the online marketing done that links to the page in question, as well as associated online information which is called by a variety of different names as in the partial list below.

link building
relationship marketing
content marketing
search engine marketing
social media markleting
email marketing

These marketing channels are sometimes seen as independent marketing channels, but that is a misconception that needs to be addressed at the top level within your marketing structure, as these all have a very significant impact on a variety of different STFSEOVI or Semantic Trust Factor Search Engine Optimisation Value Indicators.  Google as well as most other Search engines are now using these so called Semantic Trust Factors and Semantic Footprints in a number of different algorithms that impact on the SERP's or Search Engine Results Pages.

OLSEO or Off Line Search Engine Optimization is  the art of applying psychological tactics to plant semantic seeds in your intended target market audience's thinking patterns and thought processes, through the use of off line marketing channels such as but not limited to:

news papers
road shows
speaking events

These SEMANTIC SEEDS then need to be germinated and nurtured through clever use of your OPSEO or Off Page, but online search engine Optimisation tactics, so that your intended target market will use your desired key words within their search queries. It thus follows that these three different layers of Search engine Optimisation need to be properly understood by your marketing team, so that each person within your marketing team can understand where their efforts fit into the picture, and how their individual efforts need to be integrated into the total marketing picture for best impact on the SERP's

 watch this HOA  (BILL and AMMON's BOGUS HANGOUTS) with +Bill Slawski  and +Ammon Johns for some great tips on SEO issues.

Friday, May 08, 2015

SEMANTIC VALUE of a Google Collection

The SEMANTIC VALUE of collections is currently very under estimated, and few actually realise that these Google Collections give Google (and other search engines if your collection is public)  a brand new set of #STFSEOVI or Semantic Trust Factor Search Engine Optimisation Value Indicators to use in their algorithms.


This blog post has been constructed  to augment this Google plus post discussing Google Collections


These Semantic Trust Factors are the core element in establishing validity, authenticity and truthfulness of the content in question. Search engines do this through a variety of methods which +Bill Slawski  describes in his many efforts to inform us of the tricks and tools that Google uses within their algorithms.

When  using Google collections these SEMANTIC TRUST FACTOR SEARCH ENGINE OPTIMISATION VALUE INDICATORS are attached to the collector who maintains these collections, and then shared down the line with every identifiable digital entity in the posts that are added to the collection.

If you take care and have a very niche and well focused collection then this will reflect so much better on your personal value as an authority or knowledgeable person on the content and context of each collection that you as an individual mange within your Google plus profile, and Google will be able to extrapolate this further into your author value and the publisher value of any online resource where you actively contribute.

The fact that you as an individual digital entity are the sole curator of your Google Collections needs to be well understood and properly integrated into your other online marketing efforts.  Embedding a link to any specific Google Collection within other online content will add some very powerful STFSEOVI to this new resource, and as such you should not be very liberal where you personally share any links to your collections. when others share the link to your collection is of less concern to you, but should never be left out of the picture completely.  Google and other search engines understand who has shared this link to your collection, and add STFSEOVI accordingly.

If your collection get lots of shares, you had better hope that these shares are meaningful and are within reputable web sites that are topic or niche specific.  You should never encourage your intended target market audience to share links to your collections in a hap hazard manner, as shares to unrelated online resources will dilute the semantic power / value  that these collections will gain over time.

Your collections need to be well managed at all times, and you need to ensure that they are listed within your about me section of every social media profile where  you are active, as each of these listings will add value in the form of STFSEOVI.  these SEOVI will not be restricted to your G+ profile but will also rub off onto all the other social media profiles where you have taken the time to list your collections.  It is thus also very important that you list all your other social media profiles where you are active in your Google plus profile within the ABOUT ME SECTION.

The next issue is have you, or your SEO team,  ensured that the REL = AUTHOR and REL = PUBLISHER attributes within the HTML code of the content that you put out there for your audience, or the brand audience where you contribute to a blog or web site, is in place and functional, especially on the content that you wish to add to any specific collection.

These two HTML attributes are a vital part of search engines attributing the STFSEOVI (Semantic Trust Factor Search Engine Optimisation Value Indicators) to you as an individual as well as distributing any STFSEOVI that you as an author may have,  further down the line,  to your online content where ever it may be recognized and attributed to you as an author.

You do need to understand the difference between the author tag and the publisher tag and ensure that these are properly inserted, and only on the pages where they should be.  Using the rel = author tag on pages that they should not be may cause some issues, and a serious dilution of the power that your STF's (Semantic Trust Factors) actually carry through to other areas.

If your collections are in place to promote specific sections within your blog and web pages such as product, services and topic specific information  at the granular level, then this use of the REL = AUTHOR tag is of great SEMANTIC value and should be investigated to ensure that it is correctly formatted, and in some cases as appropriate to the context of the content not present.   The author tags should be reserved for content that can be authored, and not placed on product info pages, forms that an end user may fill out and similar non author related content,  where only publisher tags should be used.

Without proper cross discipline co - operation between the different marketing departments and the SEO team, these very powerful STFSEOVI . (Semantic Trust Factor Search Engine Optimisation Value Indicators)  that are attached to your Google Collections will be lost and valueless.  It thus follows that marketing needs to be clearly understood, and your target market well defined, before you run off and just add stuff to a Google collections.

To get the most SEO value from the SEMANTIC VALUE of your GOOGLE COLLECTION you will need to do quite a bit of in-house work-shopping around the issues of SEMANTIC MARKETING and the fact that there are three separate areas that SEO should be functionally implemented.

Each of these three separate areas of functional implementation of your SEO need to be properly co-ordinated and managed by your marketing team, in conjunction with the sales and various  SEO teams. Your SEO needs to be the lead marketing component at the meetings where these issues are discussed, but it must at all times be remembered  that


Once again the purpose of marketing is to generate sales... Now the purpose of SEO is to ensure that your online marketing is found by your intended target market when searching online, and we do need to remind you (the reader here) that there are many different definitions of SEO, so we will need to point out the fact that  this is a #FUFISM based marketing issue, so we need to use a +fufism based marketing definition of SEO

SEO or Search engine Optimisation is all he work done by your entire marketing team to ensure that your online content is found by your intended target market when they search online.

 With this in mind lets describe the three separate areas of Search engine Optimisation that you need to ensure are implemented and functional

1) IPSEO or In Page search Engine Optimisation
2) OPSEO or Off page Search Engine Optimisation
3) OLSEO or Off Line Search engine Optimisation

We all know about In page Search Engine Optimisation which is all the In Page stuff that is included in the HTML code and includes but is not limited to
  • the meta tags in the head section
  • the meta data embeded in image files, audio files, video files and other attachments
  • out bound links, internal links as well as title, description and  related REL = XXX tags
  • the text and copy writing
  • any specif mark up coding that is added to the HTML structure
  • navigation structure and related user experience
The OPSEO is also not a surprise as this is all the supplemental marketing, with a primary focus on link building done within social media, blogs and other web sites that informs search engines in more detail about the context and intentions of the online content in question.

Then there is the big surprise of OFF LINE SEARCH ENGINE OPTIMISATION  which is where true marketing skills are married to your SEO giving you the tools and opportunity to PSYCHOLOGICALLY ATTACK your intended target market audience through the print media, radio or any other offline marketing avenue at your disposal, so as  to plant the SEMANTIC SEEDS that will grow and bear the fruits of great GOLDEN SEARCH QUERIES from your intended target market audience.

Your online Google collections need to fit into this scheme of things very clearly, and the naming of these collections is thus not a haphazard affair, but requires intense target market research that is shared with all your marketing team, followed up by some well managed think tank consulting to determine the best names for your Google collections that will have the highest semantic values, as well as what type of posts to curate in which Google collection, along with which digital entity will own each collection, and why that individual digital entity  should be tasked with managing and curating that specific Google Collection.

Your Google collections need to fit into,  and be part of your OLSEO or Off line search engine optimisation in ways that would encourage your intended target market to use the selected topics and related keyword  as well as topic infrastructure that was   chosen to be the selected  criteria for which G+ Posts were added to your individual Google plus collection

It thus follows that you need to do some considerable research around specific topics and select these very carefully to include in a policy document for each of your envisioned Google collections to get the best Semantic value out of any Google Collection.

Without a well planned and properly managed policy for each individual Google Collection  you will be wasting your efforts, and not be as successful as desired,  as far as SEMANTIC MARKETING is concerned.


The semantic value of Google Collections is an awful lot bigger than most realise, and you should take care to do this in a well managed manner and ensure that your Google collections is integrated into your total marketing plan through properly instituted Search engine optimization policies that include #IPSEO, #OPSEO, OLSEO and related marketing policies. 


having policies that are not implemented is a very big issue, so you do need to appoint a person to oversee these issues and pass feed back at top level marketing meetings on the impacts of your individual marketing efforts and how they are working together as a team

List of G+ posts and other online pages referenced

list of G+ users who have been involved in conversations around the SEMANTIC VALUE OF GOOGLE COLLECTIONS  in no particular order

 +Padraig Ó Raghaill
+Jason Darrell
+Zara Altair
+David Amerland
+Mark Traphagen
+Bill Slawski
+Frank Gainsford  (yours truly)
+Denver Prophit Jr.
+Peter Hatherley