Wednesday, March 25, 2015

Issues around #IPSEO or In page Search Engine Optimisation

I have a collection of infographics discussing  SEO or Search Engine Optimisation at

This article adds value to the pin found here which discusses On Page Search Engine Optimisation.   I prefere the term of In page Search Engine Optimisation so that one can differentiate between IPSEO and OPSEO

#IPSEO or In-Page Search Engine Optimisation is the primary stage of the SEO process which starts with a marketing brief, then flows through product / service / event research into target market and key word research.  The next stage of  the seo process is  #OPSEO or Off Page Search Engine Optimisation,  which is well covered in this article, ( where the orignal infographic is used.    OPSEO comprises of  the essential online actions of marketing your online content to your intended target market audience through the utilization of OPTE (Other Peoples Time and Effort) as you convince them to share your content to their audiences. OPSEO also covers many other areas such as print media, radio, television if your budget allows, road shows, and any other marketing that you may do within the off line media of all types.

The shares to the social media audience of others is where the search engines start to gather the semantic trust factors and semantic footprints of those who interact with your post, where the engagement issues play a very important aspect.  These engagements with your online content in the form of social media signals such as face book likes and shares, Google plus PLUS ONES, comments  and shares, twitter posts and re-tweets as well as many others all add to the trust factor #SEOVI (Search Engine Optimisation Value Indicators)

This article talks of ON Page SEO, but I like to talk of it as In page SEO so that it can be differentiated from Off Page SEO.    using the terminology of #IPSEO and #OPSEO allows to explain the differences and why each of these two SEO sectors are important and how they interact with each other, as they both target the same target market audience, but serve very different functions within the #FUFISM based marketing philosophy.

FUFISM or Functional User Friendly Integrated Social media  is a marketing philosophy where the social media is used to promote the OPSEO factors of your online content in a very well managed and properly co-ordinated manner so as to leverage the most powerful SERP"s (Search Engine Results Pages)

The off line space is very critical to your SEO process, though many SEO professionals will beg to differ and say that the off line space has naught to do with SEO   Search engine Optimisation is actually very dependent on the off line space to be of any functionality at all, as this is the space where you do the physiological work of getting the desired search terminology into the thinking patterns and thought processes of your intended target market, through news paper articles, radio discussions, bill boards, flyers  and any other means at your disposal that can be accommodated by your budget.

Without some prodding and pushing of your desired search terms within the offline space where your intended target audience lives, plays or works, how would you induce or perhaps even trick your desired target market audience to use your selected keywords, topics and hash-tags within the online search environment?  It is vitally important that online marketers understand this, as this gives them the tools that they need during their target market research, so that they may then use the data obtained during the target market research phase to develop well thought through  topics and related criteria which will then be fed into the keyword research stage of your SEO process.   It thus follows that your online marketing must be aligned with and work closely together with your off line marketing to ensure that your intended target market audience used the correct terminology and associated sentence structures within the efforts to find your online content in online search.

Copywriters and other content creators thus need to work very closely with the IPSEO team, to ensure that their content fits the many different criteria for the in page search engine optimisation process, ranging from using the correct syntax, the correct terminolgy, the correct image visualization aspects, the correct audio aspects, the correct colours and so many other issues that would impact on the intended target market  audience firstly discovering the page in search, and then  opening your link within the SERP's and then following through and completing the first part of the conversion process by clicking on one of your selected CTA's (Call To Action) within the content that has been discovered through search, or actually consuming the content as desired.

The biggest issue that needs to be addressed here is the *BOUNCE RATE* as this is used in very complicated calculations to determine the trust factors as associated with, the page in question, the author and other contributors, as well as  the publisher of the content in question.  The bounce rate is not a signal on its own, but is a factor that is used to generate trust signals, so you do need to ensure that the trust signals associated with your content are addressed during the SEO process.  Bounce rate is one of the minor factors, but it can influence many other areas, so your target market research must be of high quality, to ensure that only properly qualified searchers would use the search terms,  syntax and language structure in their online queries, as you do not want to generate any false positives that result in your target audience leaving your page early.  keyword and target market matching are thus critical issues during the keyword research stages, where you need to ensure that your target market is narrowed down  to only properly qualified groups.

Sunday, March 08, 2015

landing pages and conversion issues from an SEO perspective

A landing page is not easily defined, and the reasons for having specific landing pages is not well explained within the SEO (search Engine Optimisation) Industry. 

FUFISM = Functional User Friendly Integrated Social Media is a marketing philosophyThere are many different aspects to look at when one is dealing with landing pages and conversion issues and the first one is an understanding of your target audience and their behavior patterns.  Then there is also the issue that all web site and blog owners need to keep in mind at all times, which is that we as publishers and authors have no control what so ever over what words, phrases, sentences or hash tags an end user will type into the search box when looking for online information to satisfy his / her information requirements.

 #hashtagmarketing It is thus of extreme importance that authors, publishers and site owners take the time to do their research properly and ensure that all the different aspects of preparing your online content are well documented and properly debated at marketing meetings discussing your online content, with a focus on  how you are going to entice your intended target market audience to use specific key words, phrases and hash tags within their efforts to locate your online content when using a search engine of any nature, be it an internal search engine within the walled garden of your own site / blog or online resource or a public search engine like GOOGLE or BING.

So what is a landing page, and why does it need special treatment within the social media?

A landing page is best described as one of the preferred entry points to your online content, so as to facilitate meaningful information flow patterns for your intended target audience.  Each subsection of your web site or blog should have a specified and documented landing page so that your #OPSEO (Off Page Search Engine Optimisation) team, or all those persons who are working on your Off Page Search Engine Optimisation efforts can do their work in a balanced and informed manner..  The documentation for your specified landing pages should be very informative and contain the following information as a bare minimum.  The more information that your Off page Search Engine Optimisation Team (OPSEO) have at their disposal,  the easier it will be for them to optimise their individual efforts to enhance the many different #SEOVI (Search Engine Optimisation Value Indicators) associated with their  individual efforts in all areas where they may have an influence, especially within the context of their semantic footprint and related trust factor areas.

  • The purpose of this specific page, along with why it should be considered as a preferred entry point to your online content. 
  • the aims and objectives of this specific page within the context of your site and the information flow patterns that you wish to influence from this specific page
  • the target market research associated with this page and the rest of the the pages that are below this page, or directly associated with this page,   in the navigation structure of your blog or web site.
  • the key word and related copy writing brief and instructions for this page
  • The #IPSEO (In Page Search Engine Optimisation) notes and specifications along with the brief to the IPSEO  (In Page Search Engine Optimisation) team
  • any special IPSEO tactics and associated notes so that these may be further exploited where ever possible. here we are talking of things like but not limited to
    • author issues connected to REL  = AUTHOR
    • publisher issues connected to REL = PUBLISHER
    • schema mark up
    • java scripts and other special coding
    • back ground audio
    • social media sharing tactics and commenting structures
    • special membership rights or privileges when logged in 
  • which area of the conversion process this page will be influencing, and related marketing notes for this portion of the conversion funnel or sales process, focusing on the CTA's (Call To Action) that need to be performed by the information consumer (your intended target audience)
Where an end user,  or information consumer (read your intended target market)  will end up within your pages upon using a search engine depends largely on which of your pages are well optimised in terms of your SEO efforts, and what words, terminology or phrases  were used in the search query.  It thus follows that you as a site owner or publisher need to do some work outside of your online content and within other media, such as on the radio or in the printed media domain through news paper or magazine adverts, to influence your intended target market audience  to use specific words, phrases or #hashtags when looking for your online content

Different areas of your conversion funnel  or sales process will thus need to use different key words, topics and associated terminology to attract the attention of specific groups within your full target market spectrum. Getting the wrong target market group to any specific landing page will lead to a very low conversion rate, and may even lead to a poor bounce rate as these viewers or information consumers may have already completed this step in your conversion process and so return to the SERP (Search Engine Results Page) very quickly.  This has many very serious implications and can cause your entire site some considerable harm, as BOUNCE RATE is a very powerful SEOVI (Search Engine Optimisation Value Indicator) where a good bounce rate causes your content to raise within the SERP's and a poor BOUNCE RATE causes your page to drop out of the SERP's if not attended to.  If this specific page was well optimised and gets an awful lot of attention from information consumers, where a large percentage return to the SERP (Search Engine Results page) without clicking on a CTA (Call To Acton) this impacts on your SITE WIDE TRUST FACTORS in a very negative manner and CAN CAUSE YOUR WHOLE SITE  some considerable harm

Besides poor SEO related issues,  there are a host of other things that impact on BOUNCE RATE and they all need to be addressed,  the lay out of the page in question along with the images and in page text need to be addressed keeping the intended target market audience, and the purpose of the page in mind at all times.  Your keyword and selected topic of discussion within the page,  play a very critical role in your conversion process, so this needs to be clearly understood, with a focus on why these specific topics and related keywords were selected for this page, and what their significance within the conversion process plays in this set of criteria,  being used within the in page make up selection process and procedures, as defined in your blog / website purpose, aims and objectives.

The purpose, aim and objectives of each landing page needs to be very well defined in the documentation of your online marketing campaign,  so that others who work on either the IPSEO (In Page Search Engine Optimisation) or your OPSEO (Off page Search Engine Optimisation) can use this information in a meaningful manner that expands the SEOVI (Search Engine Optimisation Value Indicators) connected to each individuals efforts.  These individual SEOVI can be very significant and have large impacts on the publisher and author related trust factors that come along for the ride.

Landing pages play a very significant role in the psychological approach to enticing your intended  target audience to complete any CTA (Call To Action) within all other  pages, and a landing page thus  needs special attention in this area, as a landing page is intended to be a high  traffic volume page, and an introduction to all future pages that your  target audience will experience.  First impressions are very significant, and can make or break a web site, bog or other online resource in terms of viewer experiences.  It is thus also important that you do not get the wrong pre-qualified target market audience in terms of your conversion funnel to visit primary landing pages for any specific set of pages that define a specific area within your conversion funnel.

How you pre-qualify your intended target audience to be the primary target market  for any specific landing  page needs plenty of thought, and lots of co-operation from all persons working on both your IPSEO and OPSEO. The process of pre-qualifying any subsection of your intended target market audience needs to be well documented, and shared with the relevant people, as this will be used to define the topics and related key words used within the IPSEO process of that specific page.  The IPSEO process MUST be well documented and easily accessible to the OPSEO )Off Page Search engine Optimization) team, as they will need this information when writing related social media posts, press releases, radio marketing, and  print media marketing along with  related work  to ensure that the correct terminology and desired SEMANTIC FOOTPRINT is generated  for the page in question, as well as the associated digital entities that will be supporting the page in question in terms of SEOVI (Search Engine Optimisation Value Indicators)

Conversion rates and associated bounce rate issues need lots of thought and clear understanding of the target market audience and their related online behavior patterns.  These re very complicated issues, and the actual work connected to the SEO and related SEOVI of landing pages needs to be well documented and discussed extensively during marketing meetings discussing your intended target market audience and how you intend to generate conversations, and keep them focused on your intended purpose aims and objectives as defined in the marketing brief, through ongoing conversations in many different areas.

It thus follows that the C-suit team (Chief something Officers) need to have a clear understanding of the purpose, aims and objectives for having an online presence in the first place, and how this is used to ensure better long term customer relationships and higher sales volumes. Once the c-suit team are on board, then things will become an awful lot easier in terms of managing
your SEO from a #FUFISM based perspective.

Monday, February 23, 2015

What impact does SEO have on your conversion issues

During the writing of my book on #FUFISM  the question of the impact of SEO on conversion and marketing funnels and how your two separate SEO teams need to collaborate and co-ordinate their efforts in a manner that best impacts on your SERP's (Search Engine Results Pages)  came up in a few different areas, so needs to be addressed.

I would like to share this preliminary quote from the book with you and solicit some conversation around these issues so that I may have a deeper understanding of how technical I need to make this small section, which will be about three, perhaps four pages in the book.

FUFISM is a marketing philosophy where the social media is the primary driver of your link building campaign and plays a major role in your SEO policy and all marketing strategies, both online and off line.   to read more about FUFISM read here

Start Quote

One of the biggest issues within the SEO INDUSTRY is for the copy writer and associated visual content creators to understand which portion of the sales funnel or conversion funnel that they are working on, when they work on the content of any specific page.

Each visual content creator as well as the copy write, r and every member of your IPSEO (In Page Search Engine Optimisation) TEAM,  as well as all others who work on your In Page Search Engine Optimisation issues,  need to receive their own individual marketing brief.

You also need to ensure that these individual efforts and related issues,  are  properly documented,  showing purpose, aims and objectives, so that those who will be doing your OPSEO or Off Page Search Engine Optimisation can properly understand the specific target market and primary CTA or call to action which the public relations team and associated marketing management  have laid out, and documented in their marketing action plan., which they expect the OPSEO (Off Page Search Engine Optimisation), implementation team to follow through with.

If these contributors to either your IPSEO (In Page Search Engine Optimisation) or OPSEO  (Off Page Search Engine Optimisation) for your online content get things wrong you can end up in real trouble real soon as far as your SERP’s (Search Engine Results Pages) are concerned. The issue is that these have very significant impacts on your bounce rate when a page is opened from the SERP’s or Search Engine Results Page, then closed or not viewed. 

Viewers (your target audience) will quickly close the page in question or go back to the SERP’s, if what they see is not what they are looking for. This action by your intended target audience will result in the search engine giving the page in question a poor bounce rate and associated trust factor signals.  This will soon start to have an impact  on the SERP’s for this particular page, and it will slowly drop out of the SERP’s as soon as the so called QPFS or Query page freshenes score,  starts to wane with age. Remember that a fresh page always has a big boost in the SERP’s due to this QPFS which is a significant SEOVI (Search Engine Optimisation Value Indicator) that looses value over time on a logarithmic scale.  Many SEO practitioners do not take this into account and very few ever tell this to their client base.

This slow drop in the SERP’s is not serious at first, but as the associated trust factors start to filter through into your page’s semantic foot print over a week or so, this suddenly starts to impact on a wide variety of other issues, such as page rank, site rank as well as many different author and publisher  related SEOVI (Search Engine Optimisation Value Indicators) that are connected to trust factor issues, which makes this a very serious site wide issue.

If your web site has other such pages where the bounce rate is unduly high, these issues become ever more important to understand and fix. We will not discuss actual conversion processes or sales funnel techniques here, but this section is just to advise you that these things need to be taken into consideration, and as your specific target market for your SEO varies according the the product, service,  information, or specific online content that you want your intended target market to be exposed to, and what the primary call to action statement within that comment is, needs to be evaluated very closely when doing SEO for any specific online content..

It thus follows that knowing about specific issues associated with conversion rates and sales funnels need to be understood by your marketing team, and also documented in the over all marketing action plan.  This is essential so that one has the tools and the necessary documentation to fix any errors that may creep in and have a negative impact on your total SEO STRATEGY.

Your Social Media marketing team who are the primary OPSEO (Off Page Search Engine Optimisation) drivers need to use the documentation associated with target research and associated point within your marketing / sales funnel to do their job right, as this will give them a deeper understanding of the copy and associated links that they will insert into their social media posts. Here the sequence of events leading up to that specific point in the conversion process must be clearly understood, so as to ensure the highest possible conversion rate for that page in terms of clicks on page so as to have excellent bounce rates.

It must also be noted that pages with higher conversion rates tend to climb higher in the SERP's as the trust factor signals associated with the page in question grow to a favorable bounce rate.

End quote

Leaving your comment here or in a social media post using the hash-tag #FUFISM will be truly appreciated. I use the the mention social media marketing tool to keep track of these issues, and should respond within 24 to 48 hours

Tuesday, February 17, 2015

What is the value of a comment within the social media?

Comments within the social media have been  getting quite a bit of coverage during the last few weeks with many discussing the value of comments in terms of their impacts on your SERP's (Search Engine Results Pages) and your SEO (Search Engine Optimisation) tactics, with a focus on the semantic relationships between those who comment on a social media post or other online article and the content that elicited the comments.

this link opens a page where SEO is defined and discussed+Randy Milanovic  wrote a great article where he requested input from others to discuss the issues around
determining the value of the ongoing conversation that may or may not take place within the comment stream of a post within the social media, on a blog or other online resource.  This conversation was quite interesting and had many influential people within the SEO (Search Engine Optimisation) industry passing comments and discussing the implications of comments on your Search Engine Results Pages.

Randy Milanovic posed this question : 

This question is not a new one, how ever search engines have been evolving and growing their algorithms progressively as they gather more data about us from a variety of different sources.  The many different search engines are now using this data in meaningful ways that link individuals to specific social media  profiles, which can be identified and linked to comments made across a wide spectrum of web sites, especially those web sites that use social media plug ins to register users before they add content or comment on the content already published within that specific web site.

Following His discussions with those who chose to interact with Randy's Google plus post he wrote a blog post using that discussion to elicit a much deeper  and more meaningful conversation,  covering the many sneaky and devious issues around the semantic value of comments and the impact of this potential semantic value of comments on  other related SEOVI (Search Engine Optimisation Value Indicators)

This all came about following a comment I left using the DISCUS PLATFORM on an article that Randy Authored in the   Kayak Online Marketing Blog    

Social engagement takes on many different forms across the various social media platforms, web sites, blogs and other online resources available within CYBER SPACE, but I am only going to discuss comments further here.  Comments are a very important aspect of the social media or social aspect of any online platform and allow for ongoing conversations hopefully discussing the topic that was introduced in the original post, or  article, from a few different perspectives within the marketing industry.  This discussion will focus on the issues around search and the impact of comments on the SERP's (Search Engine Results Pages)

On going discussions within the comments of any post or article have many impacts on a variety of marketing issues, and these are commonly called engagement issues.  Engagement issues cover a wide spectrum of issues including but not limited to 
  •  network building
  • link building
  • content marketing
  • inbound marketing
  • OPSEO (Off Page Search Engine Optimisation)
  • Public relations issues
  • customer care issues
This article will focus exclusively on the #OPSEO or Off Page Search Engine Optimisation issues, but that does not mean that the other issues associated with the value of comments are not important or significant, because they are,  and many of these issues have sneaky and devious positive feed back loops that add some serious SEMANTIC SEOVI (Search engine Optimisation Value Indicators) to any links that may placed within the comments, and increase the depth of the associated semantic footprints of all identified individual digital entities who comment or are mentioned in the comments associated with the post or article in question.

Search engines collect a vast quantity of data about us all the time, and use this data in VERY LARGE SCALE DATA to evaluate so many different aspects of who we are, what we do, which sites we visit, what we write about, which people we associate with online, what field of expertise interests us, and where we as individuals are deemed to be knowledgeable and so many others.

Individual people are identified, and associated with separate identifiable digital entities such as web sites, blogs, social media profiles and many others. Each digital entity has its own SEMANTIC FOOT PRINT which is much like our human fingerprints, and is unique to that specific digital entity. The more often one uses the internet the bigger the data that is collected about you, and the more accurate these calculated profiles become. For those who have concerns about online privacy these matters must be a night mare, as web sites use cookies and many other devious and dubious tracking techniques to follow our every move.  Search engines are the worst at this and they really try all tricks in the book and then a few extra to extract as much information about each online individual as they possibly can.

This information is used in many trust factor  calculations as well as in assessing your digital footprint, and the traces that one leaves where ever they visit online, are all factored into the various algorithms which pre-populate certain databases that are used in calculating the next stage algorithms which places SEOVI or Search Engine Optimisation Value Indicators at the disposal of the next stage algorithms.  Google does not let us know how many stages their algorithms have, but it is at least10, though many say it is much more.  each of these preparatory stages  prepares data for the next stage, and the final stage is calculated when the end user (the searcher) presses the enter button or initiates the search by other means, such as through speech in the newest mobile devices.  The algorithms like PANDA and PENGUIN are done at the early stages just after your online content has been indexed, but are run many times over, and each iteration adjusts the SEOVI in question, and these algorithms are repeated until a limit is reached and the changes within the various SEOVI are small enough to ignore. 

Trust factor algorithms are run later, and the results of these are then fed backwards into the system and the process is repeated again until the results stabilize, then this is repeated again til these impacts of the trust factors also stabilize.  Now one must remember that every social media post is viewed as a stand alone web page within a sub web (your profile / page profile) within the specific social media platform.  This is seen very clearly seen  by the way that your profile on any social media platform is structured.  For instance my personal pinterest profile is  where is the domain, and info4u2use is the sub domain, and individual pins of images  are the separate pages.  Your G+ posts are seen the same way by Google. Comments that are added to any web page are thus an addition which is deemed to be an edit by a search engine, and so the process of adjusting the associated SEOVI (Search Engine Optimisation Value Indicatiors) must be processed again.

Now one must realise that the search engine understands that this is an edit, and thus treats the added comment as an addition to the page, and runs through the algorithms again, but does not start at the very beginning, rather jumping into the information flow pattern at a pre-determined point and proceeding from there.   The trust factors are now an important issue, as the author attribution of the new comment is known, because only logged-in persons may place comments within the social media structures. Who is the author of this comment and what is this authors niche field of knowledge are now an important issue.  If these issues can be matched to the content of the page in question and shown to be semantically relevant to the authors niche then some extra SEOVI's (search Engine Optimisation Value Indicators) are added which will have an imp[act on the position of this social media post / article within the SERP's (Search Engine Results Pages)

Each additional comment causes the same re-action from the search engine, and the trust factors as associated with each new comment are evaluated and added into the mix.  If any of the commenters have a high authority rating within the semantically linked space, then this may improve the accumulative SEOVI's associated with this particular comment and pass along many other SEOVI to other areas such as links placed with the comment in question.  The value that this has should not be underestimated, as this is part of a feed back loop which can have many unforeseen implications,  especially if the link points to a page where any one of the other commentators is referenced as an author, or directly connected to these issues through a link to a publisher, where any one of the commenters or the original poster is associated as a publisher or contributor.  When Google or other search engines re-asses the page in question these issues will then cause an improvement in some of the trust factor SEOVI and thus improve other related SEOVI that pass along value further up the chain. This added SEOVI here has a further knock on impact as this filters through the system and opperates as part of a positive feed back loop, pushing up values all along the way.

Each iteration of the algorithms causes a slight improvement until the values stabilize again at some new value.  These changes can be small, but they can also be quite substantial depending on the topic, who is commenting, what they actually type in their comments, and the links within any comment and the feed back loops that are created.  this is the reason that one should expand the conversation by placing meaningful links that expand the conversation within both the original post / article as well as within the comments.  the impacts of these links is very significant, and if done in conjunction with more than one social media platform, they can be very significant when added together.  If the original content in the web or blog has listed a publisher, through the accredited HTML 5  methods (REL = PUBLISHER)  and that publisher has created a community and then this commenting  happens within a post in that community, which is created by the author of the original article,  then the SEO impact can be very substantial.

Where the post in question that is receiving the comments resides,  is also a very big issue here, and the domain rank as well as the page rank of the original location where these comments are considered will also have an impact on the growth in value of the SEOVI (Search Engine Optimisation value Indicators) associated with any individual comment.

It thus follows that the SEO value of a comment can be very significant, especially if persons who have some authority within the semantically linked niche comment and sustain an ongoing conversation with links to other resources to expand the conversation.  This once again boils down to issues of quality, and not quantity, though quantity does play a role, especially when there is plenty of good quality.

Many thanx for reading to the end...

Friday, February 13, 2015

Does paid advertising have any SEO Value?

The SEO  benefits of paid advertising are huge! 

FUFISM is a marketing philosphy where SEO and social media play an importnat rolle in thr marketing world 

Paid advertising is not usually associated with SEO, and this is a very big mistake, especially since the introduction of the Google Humming Bird Algorithm where SEMANTIC FOOTPRINTS and TRUST FACTORS now form the core of the primary SEOVI (Search Engine Optimisation Value Indicators) which need to be considered when doing any form of SEO (Search Engine Optimisation)

To understand these issues better, we need to come to grips with what is meant by SEO and there are so many different versions of this story, so to ensure the we stay on the same page and that  YOU clearly understand my point of view I will once again quote my definition of SEO.

In my opinion SEO or Search Engine Optimisation has three distinct objectives

1) to ensure that search engines index your online content.

2) to ensure that your online content appears within the SERP's  when people are searching for your products, services and related company / organization information.

3) to ensure that your intended target market audience select the link to your  on line content, then follow through by performing at least one CTA (Call To Action)  within the page that they selected from the SERP;s

If any one of these fails your SEO has failed.   Now that we understand the purpose, aims and objectives of any good SEO strategy lets see how PAID ADVERTISING IMPACTS ON THESE ISSUES

When a spider takes its data from the page in question the information about the advert in question is also included within the page as part of the #IPSEO or In Page Search Engine Optimisation.  So you as the owner of the page need to negotiate with the advertiser and ensure that the advert is suitable and relevant to your intended target market audience.  This is basically saying that you are in control of the quality of the advert and must thus ensure that the advert meets your qualifications,  other wise do not display the advert within your page.

When you place paid advertising within your page, from display networks like Google adsense and many others you specify your target audience, and have access to many filters and tools that would ensure that your adverting is in some way related to your target audience.  If you have done your #IPSEO or In Page Search Engine Optimisation right, and documented this clearly within the target market research phase then setting these related filters within your adsense campaigns will be relatively easy. If you make it easy for the search engines to identify your desired target audience, then the ad display network will also be able to calculate and predict your intended target audience, and thus have much better quality adds.

It is our considered opinion that this improved quality of the in-page advertising filters through to the quality of your page and impacts on many other #SEOVI (Search engine Optimisation Value Indicators) from page rank and domain rank through author, publisher and many other SEOVI specifically your semantic foot print and the associated trust factors.  These Search Engine Optimisation Value Indicators (SEOVI) are the variables that Google as well as other search engines use within their very complicated multi stage algorithms that match a search query to a SERP (Search Engine Results Page)

+Rand Fishkin  of +Moz posted this  #whiteboardfriday  where he talks about the issues associated with paid advertising and explains many of the related issues.

Thursday, December 18, 2014

A work in progress needs a mind map

Create your own mind maps at MindMeister


#FUFISM   or Functional User Friendly Integrated Social Media is a marketing philosophy where the social media is used as the primary communication tool  to bind all your marketing both online and offline into one single well managed and properly  integrated marketing effort.

This is no easy task  and requires many different people working in very diverse fields  to co-operate and work together as a team, sharing  a vast amount of data, in a variety of formats, so that those in each separate discipline can understand, interpret,  then make good use of the data supplied by the other disciplines in a manner that improves the many different  #SEOVI  (Search Engine Optimisation Value Indicators) associated with their personal efforts, and allow for these SEOVI to be carried forward to other areas where a search engine may use these variables,  to determine the value of other connected and interrelated SEOVI.

It should be noted here, and remembered further that Google professes to use in excess of 250 different SEOVI when determining their SERP’s (Search Engine Results Pages) and that each of these many different SEOVI adds some value to your online work in the eyes of a search engine, and every tiny piece of value counts when you are dealing with highly  competitive search terms

Management issues associated with a FUFISM based marketing Strategy

A FUFISM based marketing strategy is no easy task and it requires a great deal of management of many diverse factors as well as a large team of professionals from a  variety of very different backgrounds. These professionals will all need to be re-educated as to the value of SEO and where SEO fits into the current online marketing world.

Many things changed when the Google Hummingbird algorithm was introduced in September / October 2013 and most marketing professionals have not yet been informed of the impact of these changes on the online search industry with most having no clue or very little knowledge of SEMANTIC SEARCH

This lack of knowledge about SEMANTIC search and the Google Hummingbird algorithm is a very big issue and I have personally found a great deal of resistance to the cooperative working environment where large volumes of  information that was previously held in separate *SILOS* by different company departments, now needs to be shared across all company departments in an open and transparent manner.

In the past most departments did their own research and the web site design team was often left out in the cold, doing their own  research into a number of different fields that was duplicated by
  • the blogging team
  • social media team
  • print media team
  • radio marketing team
  • public relations management team
  • product development team

When implementing a FUFISM based marketing Strategy,  the SEO team needs to be involved in all marketing strategies as the most important part of any SEO strategy is the large volume of #OPSEO or Off Page Search Engine Optimisation that takes place through many different channels where the social media is the one that has the highest levels of influence on your SERP's through the link building and associated semantic foot prints as well as the semantic linkages with their associated trust factors

Tuesday, November 25, 2014

The impact of copy writing on your SEO and SERP's

More info4u on FUFISM related marketing issuesThis blog post discusses some of the very many issues associated with your copy writing and getting Good SERP's (Search Engine Results Pages) due to the associated #SEOVI (Search Engine Optimisation Value Indicators) that reach out from your in-page copy writing into your #OPSEO  (Off Page Search Engine Optimisation) through Good well manged social media marketing of your online content.  

The semantic foot print associated with your #FUFISM based marketing is the primary driver of the many semantically linked SEOVI (Search Engine Optimization Value Indicators) that benefit significantly from ensuring that your online content gets the necessary social media attention  as well as the required link building and associated relationship building attention.

This post came about due to a comment that I left on a post by +Michael Q Todd   which you can find here  

Copy writing is a very serious issue and needs to be done with your intended target audience in mind.

Your content should be laid out and written for your intended target audience and not a search engine. This does not mean that you should ignore the search engine, but that the interests of your intended target audience should come first, with user friendly in-page navigation and links (Call To Action Statements) to in-page book marks as well as off page points where the conversation and topics may be expanded further.

The SEO (Search Engine Optimisation) issues associated with copy writing are very complicated and need to be approached from a #FUFISM  perspective. The issues listed below need to be in place to assist the copy writer in laying out the content as well as putting the content into the correct perspective so that your *TOPIC TARGETING*  and related key word research can be used in the correct context for maximum impact, through the use of in-page book marks, as well as off page links that expand specific in-page topics, and keep the end user (your viewer) engaged and topic focused.

  1. a document discussing  the purpose aims and objectives of the page in question
  2. List of links to related pages that have already been published, along with the documented issues of
  • who is the target audience of these pages, as they may be different from the page in question
  • documented purpose, aims and objectives of these pages, as they may be very different from the page in question.
  • documented key word research and associated demographics of intended target market for these pages as well as for the page in question so that these may be compared and any adjustments made with the connectivity between these pages as well as the social media marketing that would go along with the new page which is being evaluated for copy writing.
  • list of page specific topics indicating topic targeted issues  to assist in key word research
  • document discussing the sales / marketing funnel, clearly indicating at what point within the cycle the page in question is, as well as the primary landing page of the next step within the sales / marketing funnel.

These notes and associated documentation should later be available to the social media marketing team, so that they do not need to repeat any  research, but can take a little time to evaluate and make sensible use of this data when compiling their posts, and use the same TOPIC TARGETING as well as AUDIENCE TARGETING notes*

You do need to remember that SEO has two very separate components which are interconnected and intertwined in such a way that they are actually one single complex marketing issue.  These are  #IPSEO  (In Page Search Engine Optimisation) and  #OPSEO   (Off Page Search Engine Optimisation)

It is important to note that all social media marketing and link building as well as relationship building are directly connected to the IPSEO (In Page Search Engine Optimization) first, and then become part of the Off Page Search Engine Optimisation (OPSEO)

It is thus evident that the copy writing of a web page or blog post is an awful lot more important than most marketing folks actually realise, as all your social media and related off page marketing are based around the actual copy within the web page in question, and the issue of *TOPIC TARGETING* needs to be well documented and carried through from the copy writing of the IN PAGE CONTENT to the RELATED OPM (Off Page Marketing)   Your Off Page Marketing, also referenced to as OPSEO (Off Page Search Engine Optimisation) or content marketing in many contexts,  should include but not be limited to :

1) social media posts on all platforms that you choose to use for this particular marketing campaign
2) any blog posts that may be associated with the online marketing of the page in question
3) any marketing of the page in question in classified adds including both online techniques as well as all off  line marketing avenues, which may include, but is definitely not limited to:
  •  any news paper advertising,
  •  any magazine or other print media advertising 
  •  any radio or  audio visual marketing such as YouTube  videos or HOA's (Hangout On Air) that may be associated with this page and related pages within your web site.

Your in page  copy should include  short sentences, with no more than five sentences in any one paragraph,  ensuring that there is adequate paragraph spacing as this is a very important signal that search engines (Google in particular) use as part of their algorithm which evaluates user friendly behavior. User experience within your pages is becoming an increasingly important  #SEOVI (Search Engine Optimisation Value Indicator) and readability is one of the major components here.  Short sentences and paragraph spacing are critical elements within the SEMANTIC SEARCH SPACE as well as user friendliness issues.

Any images that you may use  within the in-page layout should be topic related and contain well thought through in image META DATA such as
  • key words list
  • image description
  • image title
  • image alt text
  • geo data if applicable
  • image creator (photographer)
  • publisher data
  • other related meta data that may be applicable to these issues.

The META DATA included in your image needs to be well thought through by your graphic design team,  after consultation with the SEO manager, and be made available to the copywriter so as to ensure that  the context of the image is understood by both your target audience as well as the search engine algorithms which will use this meta data along with the associated semantic image issues,  which the search engine may have managed to extract from the image in terms of the new techniques used to identify individual in image entities and other image related semantics

This is also important from a SEMANTIC SEARCH  perspective as the in-image meta data is used along with each sentence, and the context of the paragraph where it is connected,  to form interconnected small key word chains,  that are evaluated by search engines to define and separate the individual entities within each separate sentence,  and then associate these unique identified digital entities with a variety of different entity specific  semantic foot prints.  These different digital entities and associated SEMANTIC FOOTPRINTS include but are not limited to
  1. the author's semantic foot print if applicable as defined in the HTML code by the *REL = AUTHOR* tag
  2. the registered publisher's semantic foot print as defined in the HTML code of the page through the *REL = PUBLISHER* tag
  3. the semantic foot print of any blog as well as all individual blog posts that may be associated with the page in question or linked to this in-page content in some way.
  4. the semantic foot print of any person, or identifiable digital entity  who  posts about this page with an embedded link to the page in their social media post, or shares a post that has an embedded link to the page in question.
  5. the semantic foot print of any online community, with Google plus communities featuring better than most others,  where this page has an embedded link within a post that points to the web page in question, as well as any person, page or other digital entity who shares any such post.
  6. the semantic foot print of any Google plus page which has a post that contains an embedded link to the page in question, as well as any digital entity who shares this post.
  7. the semantic foot print of any web site or blog that has an embedded link to the page in question  which has come about as part of your link building efforts in terms of your SEO policies which may be in place.

These associated SEMANTIC FOOT PRINTS all form part and parcel of the SEOVI (Search Engine Optimisation Value Indicators) which are used by  search engines  in evaluating a search query, which makes them IMPORTANT from an SEO perspective.

Copy writing does not get the credit that it deserves within the SEO community, and the Google Humming bird algorithm needs to be better understood by you and all others who are working on your project. 

The Google Humming Bird algorithm was basically a re-write of the entire Google code around semantic issues allowing for the identification of individual digital entities to be understood and compared to real life individual entities such as people, places, artifacts, tools, natural items, man made items and so many more.

The Google Humming Bird Algorithm was introduced so that search could be better implemented with the understanding of which real life entity the end user of a search engine desires to know more about, and how the search engine can identify exactly which  online resource would best satisfy the end users information request.

Online search is indeed a very complicated affair, and you do need to take advice from all quarters, and evaluate which SEO tactics you can implement your self, and which you need assistance with so that you may implement better Search Engine Optimisation policies and procedures to get the best possible SERP's (Search Engine Results Pages)

Copy writing thus has a very significant impact on your SERP's from a variety of angles where the semantics identified within the content of your copy writing are extended to other digital entities, and then connected back to your web site, where the impacts can be seen on many different areas including, but not limited to
  • your domain rank
  • the site rank of individual sub domains
  • page rank of individual pages
  • author and publisher related metrics
  • domain trust factors
  • key word and long tail search related metrics
  • actual SERP rankings (Search engine Results Pages)
This blog post was made to expand on my personal comment in this post by +Michael Q Todd 

Wednesday, November 19, 2014

IPSEO - Topic targeteting for SEO or Search Engine Optimisation is divided into two major sections the first is #IPSEO or In Page Search Engine Optimisation and the second is #OPSEO or Off Page Search Engine Optimisation.  These two sections are both important, with Off Page Search Engine Optimisation caring more weight than In page Search Engine Optimisation, how ever the In page stuff needs to be done first, and needs to be done correctly and with intent on ensuring that the correct set of key words and related information flow patterns around these selected key words is actually in-place, to suit the purpose, aims and objectives of the page in question.

Key word targeting is not an easy task, as there are so many surrounding issues that need to be considered, and the subject matter needs to be clearly understood along with where in the sales / marketing funnel the page in question is considered to be.  Here questions  around the following issues, amongst many others,   need to be addressed.  You will know what these other issues are once you take the time to document and understand the purpose, aims and objectives of the page in question.

  • What is the purpose, aims and objectives of the page in question
  • is this a general information page
  • is this page near the top of the marketing / sales funnel
  • is this page near the bottom end of the sales / marketing funnel
  • how many in page CTA's (Call to action) are important for the sales / marketing funnel's next stage
  • is this page connected to a Google community (or other social media community) information drive
  • what is the theme of the page in question, and where does it sit in the total marketing strategy
  • issues that come up during key word research and target market matching
  • copy writing  issues connected to target market and keyword matching 
  • Who are your target audience, and why is this group considered to be your target audience.
  • is this page part of your network building strategy
  • is this page part of your link building strategy, and if so how does this fit in with other in-page issues

 Key word targeting is subservient to the issues around topic targeting, which is determined by the purpose, aims and objectives of the page in question along with the marketing / sales funnel stage and related relationship building activities.  When a page has a clearly defined topic then key word selection is an awful lot easier, and copy writing will also be simpler.

Defining a topic for your page is not as easy as one would think, and there are many different issues that come to play, with copy-writing, and the core subject matter as well as the intentions of the page being a very big parts of the long term planning of every page in your site or blog.  Copy writing for a specific topic is an awful lot easier than writing for a whole bunch of different topics that have a similar focus area.

Understanding the intentions of the page in question will help in defining the topic for the page, and that will then define the criteria to be used for your key word selection process.  Topic targeting is not very well understood, as most people within the SEO industry only talk of keyword targeting, but do not inform people of the methods involved in determining the criteria that one has put in place, or *should have put in place* to manage your keyword selection process.  Selecting an appropriate topic that defines the intentions of the page in question is very helpful, and this should be considered when defining the tile of the page within the title tag in the head section.  The title tag in your head section should have a very clear and obvious connection to the topic of the page, as well as the description and key words listed in the meta tags of your page.

Many will tell you that the key words as well as titles and descriptions of your page are not needed in the meta tags of your page. Ignore these people, and use these very powerful #SEOVI (Search Engine Optimisation Value Indicators) which Google Humming bird uses within their semantic foot print and trust factor evaluations of your web site.  The META TAGS in the head section carry an awful lot more weight than most SEO practitioners will tell you, but many now ignore these powerful SEOVI because they have heard rumors that these tags are dead.

These very powerful meta tags that reside in the *HEAD SECTION* of your HTML 5 CODE should not be sneezed at, and you should be very weary and not easily trust those who tell you that these high level SEOVI are worthless.  They are used in many new places since the Google Humming Bird Algorithm has been introduced.  These SEOVI (Search Engine Optimisation Value Indicators) that are hidden within the *HEAD SECTION* of your web site or blog are an awful lot more powerful than you think, and they are directly connected to the in-page trust issues, so use them wisely and do not spam or misuse these great opportunities to get deeper penetration within the SERP's (Search Engine Optimisation Results pages)

Using the page title, page description or key words lists within the head section of your web site or blog to spam the search engines, or attempting to mislead the search engines through inappropriate use of these HTML 5 META TAGS will backfire and cause your page, as well as your domain some considerable harm.

Ensuring that the META TAGS within the HEAD SECTION of your web site reflect the*TOPIC OF YOUR PAGE* is essential for good SERP's and should be done as part of your basic SEO practices that you implement for your site.

Once again taking a #FUFISM based marketing view of things is very helpful, as this will give you the tools and thinking patterns needed to be able to select relevant topics, as well as page titles, page descriptions and related key words to be used in your copy writing. These issues associated with topic selection for your pages are not easy and require quite a bit of input from others in your team.  The topic of your page does need to be brainstormed by your marketing team, after everybody has read the marketing brief which should contain the intentions, purpose aims and objectives of the page in question.

This post has been written around a post by +Cyrus Shepard  of +Moz  Visiting this page will help you expand the ideas generated in this post.

Wednesday, November 05, 2014

Content Marketing Essentials

Content marketing is a complicated business that is mistakenly separated from the SEO (Search Engine Optimisation) component of your online marketing strategy, which is a big mistake.  

Content marketing is a division of your SEO


Once you realise that Content Marketing is one of the primary components of your SEO (Search Engine Optimisation) and take this very seriously, then you are onto the right track and will begin to understand the essential components of content marketing.  The biggest issue is to define your intended target market audience, and determine how best to write for this group in a manner that best suits your intended purpose of the content that you wish to put in front of their eyes.

Those who tell you that content marketing is not a sub division of your SEO need to be treated with caution.

Many SEO experts will try to convince you that content marketing does not fall under the management umbrella of your Search Engine Optimisation manager, but these people are very mistaken, and in my personal opinion need to be shown the way to your back door, then asked to leave very quietly, and told to never set foot in your office again.  Take a minute or two and think about content marketing and the purpose that you as an individual  would want to do any content marketing.  Next do the same for SEO and write down (document these issues clearly)  the similarities and differences.  compare this then evaluate your decision to separate SEO and Content marketing or keep them connected.

Usually the purpose of content marketing is to ensure that your content gets better traction with your target audience, but every business will have a slightly different perspective of the purpose of content marketing.  With out a clear well defined purpose for your content marketing you have no way of understanding the potential impacts of content marketing, or even  the intended aims and objectives of your content marketing.

Content marketing is not an add on issue, but is something that needs to be considered early in the content design stages. 


When defining the purpose of your content marketing you should be using the following documents as guide lines and references.
  1. the purpose of your online marketing
  2. the aims and objectives of your  online marketing plan
  3. the aims and objectives of you web site if you have one
  4. the aims and objectives of your blog if you have one
  5. the aims and objectives of your social media policy if you have one
  6. the purpose, aims and objectives  of the specific content that you will be marketing
These documents along with the documentation supplied discussing the intended target market groups, as well as related marketing campaigns that have already been run and those that are either currently being run or planned for the near future will dictate the way forward within any specific content marketing campaign.

Your SEO (Search Engine Optimisation)  has the same identical target audience but is mostly focused on ensuring that

1) your content is located within the SERP's (Search Engine Results Pages)
2) your target audience will select your link in the SERP's
3) those who clicked on your result in the SERP's actually clicks on a CTA (Call To Action) within the page that they chose to open.  (note that links in your navigation structure are also considered as CTA's)

If your content marketing was poorly done, then step (2) and (3) in the above list of essential steps may perhaps  not  be completed, as your viewers may be expecting different information or not be pleased at what they are exposed to within the page, because they have been mislead by your content marketing.  It thus follows that content marketing is a very essential and critical part of the SEO (Search Engine Optimisation) process, and that your content marketing needs to be aligned with, and integrated into your SEO process.

Failure here will lead to many interconnected and related issues that impact on your over all success within your online marketing efforts. Things like BOUNCE RATES, conversion rates,  market share retention,  customer satisfaction as well as many others are at stake.  This means that CONTENT MARKETING is a very big issue and that you need to pay careful attention to detail during this process.

The essential elements that need to be considered when doing content marketing are

  1. target market research and understanding the various target market groups needs, desires and aspirations as well as cultural and language  issues
  2. product / service research
  3.  platform research
  4. key word and general information management
  5. content management issues specific to platform
  6. co-operation with other marketing divisions including but not limited to:
  • SEO team
  • copy writing team
  • image development team
  • blogging team
  • web site design team
  • print media team
  • digital media team
  • social media teams for each platform
  • public relations team
Content marketing can not be done in isolation as many content marketing folks are currently trying to do, purely because they do not understand that content marketing is subservient to SEO (Search Engine Optimisation).  Once one takes the #FUFISM (Functional User Friendly Integrated Social Media) approach to online marketing then the many different #SEOVI  ( Search Engine Optimisation Value Indicators) that need to be considered will be included within the content marketing stages of preparing your online content.

FUFISM or Functional User Friendly Integrated Social Media is a new marketing philosophy where the social media forms the core communication element that binds all your marketing both online and off line into one single well balance marketing effort.

This article was written after reading articles by    +Ryan Hanley     
see   1)  

These articles did not stress that content marketing is subservient to your SEO but I am sure that Ryan understands this, as he is very involved within the SEO industry.  Ryan is one of the few guys that is upfront and blunt when he describes what it is that you need to know, and why he believes that this is important.

Please leave a comment below...

Saturday, November 01, 2014

Is great content enough to get good SERP's?

FUFISM based marketing explained   This Post has been written in response to a comment on this Google plus post

+Rand Fishkin  of +Moz  posed the question : Is It Possible to Have Good SEO Simply by Having Great Content and there were many comments on the post in question.  How ever many questions were left un-answered because of the individuals involved specific agendas.  see the post and follow the link there for a deeper understanding of the issues discussed here.

First we need to remind those who know, and inform those who have not heard, that #FUFISM is a new marketing term which is an acronym for Functional User Friendly Integrated Social Media  which every person who does any form of online marketing needs to understand and put into practice.

 Read more about +fufism  as discussed in this blog  or in our web pages here

Engagement within the social media, in most cases,  involves some form of passive link building, as you offer links to your web pages, blog or other online resource, and hope that your target audience and those who have an interest, share your social media posts further, and most of these have links that are useful or offer your target audience specific information relating to your online discussion, or where to find more information on an item that has been requested in the ongoing social media conversation.

Link building is a very delicate affair, and building your social audience is directly linked to your social media policy, especially where your social media policy discusses link building and related issues that need to be avoided such as  inadvertently spamming your influencers with requests to share your posts further.


An earlier post discussing link building can be found here

 Influencer marketing (new terminology for public relations management activity)   is also directly linked to your link building strategies and should be discussed in your social media policy statements which every employee needs to be aware of.   This awareness should be done through   your own in-house workshops where you ensure that your staff are knowledgeable of your company or organisational social media policies, and what impact their social media activities will have on your total online marketing effort.

If you have more than 5 people working on your online marketing then this is a very critical issue.  failure here can and will lead to many issues where your online marketing will have a negative impact on your SERP's through errors that are made by your staff  which could easily have been avoided through proper communication.  This is where #FUFISM based marketing strategies come into their own, and ensure better co-operation between the various different departments who each play a different role and have a different impact on your toatal marketing strategies.

Things like a junior member of the team, or a new employee making use of a link farm, because he / she thinks that this will help, but is not aware of the impact of this type of marketing.

Other issues are when people within your online marketing use different structures for their NAT issues (NAT= Name Address and Phone Number)   A set NAT format that should be used across all platforms, especially within the link building activities on social media, as this  is a very sneaky and devious issue, which  comes to play with Google Humming Bird and Google pigeon as well as a few other un-named algorithms.

SEO is an aful lot more than doing inpage coding, and involves many off page activities, some of which are even off line, such as adverts in the news paper, adverts on the radio or even television advertising, all of which influence how your target market searches for your info online and which words they type into the search engine. 

Are your pages optimized for these specific words used in your offline marketing?

Things like   industry specific words which you push out there into the public space (cyberspace) hoping to influence your target markets choice of words when searching online are also part of the SEO industries problems, and link building around these specific sets of terminology are of extreme importance, especially the passive type of link building where these words are used in the social media posts that are put out there with links to pages in your online resources that expand on the conversation around your hash tags and other industry specific terminology.

SEO or Search Engine Optimisation is a vastly complex issue that has three criteria that need to be met

1) your pages must be found within the SERP's (Search Engine Results Pages)

2) Your intended target market must click on your link in the SERP's

3) Those who found your listing in the SERP's and then selected your link there must either click on a CTA (Call Ta Action) within the page  or stay on page long enough to satisfy the search engine that they benefited from the information on that page

If any one of these criteria are not met then your SEO has failed.  poor link building, especially that of the passive kind, leads to poor conversion rates and has a very big impact on increasing the bounce rate for your pages, as those who have been mislead by your social media posts that have been shared by your influencers, will not stay on page long enough to satisfy a search engine that they have gained any benifit from your content within that specific page.   This is where CO or Content Optimisation becomes one of the most critical elements of your SEO efforts.  

YES YOU READ RIGHT CONTENT OPTIMISATION (CO) IS A SUB SET OF SEARCH ENGINE OPTIMISATION and any body that tells you different should in my opinion never be trusted with your SEO, or any other part of your online marketing in any way.

Your bounce rate is a very critical issue and all search engines are now looking at ways to use this as a tool to push pages with poor bounce rates lower down the SERP's over time, and lift those which have better bounce rates higher up the SERP's.  Google's Humming Bird algo is very active here, and those who do not take this seriously will soon discover that their rankings are slipping and they may not be able to fix this untill they fix their Content Optimisation.  Your link building, and especially your link building within the social media plays a very critical role in your Conversion Optimisation (CO) as this leads to an expectation of what the viewer will find when they land on your page, and if their expectations which have been developed within your social media marketing are not met when they land on your page, you will not get any clicks and the end user (your intended target market) will depart in a very short time.

Your bounce rate is a very important #SEOVI (Search Engine Optimisation Value Indicator) that you need to keep under control. This is not an easy task as there are so many factors involved, and your link building through the social media is one of the primary areas that need your attention, as the impact on your CO (Conversion Optimisation) coming from your social media link building activities, both active and passive are extreme in nature.

The CTA's (Call To Action) statements within your online content must match the expectations of your intended target market which you have created within your social media marketing, through your link building and influence marketing tactics, which should all be included within your company social media policies and directives issued to your staff.  

It thus follows that what +Rand Fishkin  discussed in this WHITE BOARD FRIDAY is very important and you need to watch closely, and listen clearly because he talks around this issue with great care not to offend those who have niche markets such as CO (Content Optimisation) , CM (Content Marketing) SEM (Search Engine Marketers) as well as many others, all of which in my humble opinion are sub sections of Search Engine Optimisation.

Many thanx for reading this post. please leave a comment as this is a very controversial matter and the more people that discuss this the better for all.