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.......

1) BY PURE ACCIDENT  WHILE SURFING THE WEB
2) BY MEANS OF YOUR ADVERTISING, either online or off line.
3) BY FINDING YOUR CONTENT IN A SERP (SEARCH ENGINE RESULTS PAGE)

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?  http://4ubrand.blogspot.com/2015/04/key-words-versus-query-what-is.html

Link to a google collection where #FUFISM, SEO and semantic search are the core focal element https://plus.google.com/u/0/collection/UqTcX


 Semantic value of a Google plus collection http://4ubrand.blogspot.com/2015/05/semantic-value-of-google-collection.html
Googlwe collections as an SEO tool http://4ubrand.blogspot.com/2015/05/google-collections-as-seo-tool.html

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.

BUT WHAT IS FUFISM

 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 ?

http://4ubrand.blogspot.com/p/fufism-functional-user-firendly.htmlSEO 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
magazines
radio
Television 
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 https://plus.google.com/+FrankGainsford/posts/TLDjBuPapbs

 

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

THE PURPOSE  OF  MARKETING IS TO GENERATE SALES



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

http://4ubrand.blogspot.com/2015/05/google-collections-as-seo-tool.html
http://semanticxray.quora.com/The-meaning-of-Semantic?__snids__=1136846580&__nsrc__=2
https://plus.google.com/u/0/collection/UB_dX
https://plus.google.com/communities/103048251221048356778
https://plus.google.com/+BillSlawski/posts/X23kfyZjuX2
https://plus.google.com/+DavidAmerland/posts/MJqfrXf8duf


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
+fufism
+Frank Gainsford  (yours truly)
+Denver Prophit Jr.
+Peter Hatherley  

Wednesday, May 06, 2015

Google Collections as an SEO tool

Online marketing is a very complicated affair and has many separate components that need to work together as a team for any degree of success. We have those who require information on one side, those who are offering information on the other and search engines in the middle,  connecting those who are looking for information with those who are displaying information (marketing).


Those who are looking (searchers) are our intended target market audience, and they create *SEARCH QUERIES*


Those who are displaying (marketing / advertising),   use *KEYWORDS* as their primary tool to influence search engines.


The search engines use many different tactics and a host of algorithms to mathematically calculate which online content is the best possible match  for each search query, and display their findings in a SERP or Search Engine Results Page for the person searching to select the page that best matches his / her intentions from the list of pages displayed in the SERP


Before Google hummingbird stepped into the picture all search engines used to rely on keywords and inbound links as the two primary SEOVI or Search Engine Optimisation Value Indicators The Google Hummingbird algorithm turned search upside down and inside out, as keywords and links were suddenly demoted to being an awful lot less relevant than they were, with a host of new SEOVI or Search Engine Optimisation Value Indicators that suddenly came into existence within the social media space. These new Search Engine Optimisation Value Indicators became more important than keywords or inbound links due to their vast numbers of different individual search engine optimisation value indicators that were not directly within the online content, but added value in some way or another to the Search engine optimisation Value Indicators associated with the  online content in question.

Here we are talking about many things and the list here is only a very small subset of  the vast number of Search Engine Optimisation Value Indicators  (SEOVI's) that are considered and factored into the host of  SEA's (Search Engine Algorithms) that perform a large number of  different operations, storing many intermediate variables for each individual piece of online content, within their *LARGE DATA SETS* that are used by subsequent SEA's and finally by the SEA that actually assembles the SERP
  • author values
  • publisher values
  • social re-actions
  • page rank of social posts
  • out bound link values within social media posts
  • semantic foot prints of authors and publishers
  • Semantic footprints of those who interact with the posts in question 
  • content matching as in keywords and associated semantic linkages between post and online content in question
  • network positions and nodes that connect the different digital identities to each other through SEMANTIC linkages
  • context matching between social media posts and online content in question
  • intent of social media post, and the ability to connect that intent to the page in question
  • the actual intent of the search query
  • is the searcher logged into Google or not
  • any previous searches made from the same device
  • any previous searches made by the individual searcher if logged in
  •  context of  online resource housing the content in question.
The above list is a very small subset of all the issues at stake, and the new *GOOGLE COLLECTIONS* gives us as marketers a new tool to add an extra set of SEOVI,  that have a very strong *SEMANTIC INFLUENCE*  and will add a very large *#STFSEOVI  (Semantic Trust Factor Search Engine Optimisation Value Indicators)*  contingent to each identified digital entity that is directly referenced within  any out bound link in any one of the posts contained within any individual *GOOGLE COLLECTION* created by and *INDIVIDUAL DIGITAL ENTITY* be that digital entity a person, a Google plus business page, or any other Google plus profile that has the ability to make use of Google Collections.

Those who understand the *IMPACTS OF GOOGLE HUMMINGBIRD* and have taken the time to implement authorship and publisher issues within their online content through the recommended HTML methods of *REL = AUTHOR* as well as *REL = PUBLISHER* will score immensely from this new Google plus option of *GOOGLE COLLECTIONS*

Making use of Google  Collections in a well managed and properly structured #FUFISM based marketing strategy,  will improve the STFSEOVI or Semantic Trust Factor Search Engine Optimisation Value Indicators of every single digital entity referenced within each and every out bound link within  any post within each specific Google Plus Collection.

These new SEOVI or Search Engine Optimisation Value Indicators as associated with Google collections will not make or break your online  marketing  efforts, but are just one new piece to the semantic puzzle that constitutes your online marketing.  It is thus of extreme importance that you manage your Google Collections properly and ensure that *each post within your specific Google Collection*  is on topic and relevant to the collection as a whole.  *OFF TOPIC POSTS* will dilute the power of your Google Collection to influence your SERP's .




Thursday, April 23, 2015

The value of HUMOR as a semantic search marketing tool

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This post is a reworked comment on the HOA embedded at the bottom of the post.
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Humor within your online marketing is always a personal; choice, and for many business owners and managers this is a serious affair, and there should not be any humor, in the office or within their marketing... This  bad attitude also flows through in CORPORATE THINKING where most marketing is done in SILOS with each marketing department doing their own thing.

 

This thinking by corporate business and most C-SUIT teams (Chief Something officers)  is purely because (at east in my mind) these people do not understand that SEO or Search Engine Optimisation is the CORE ELEMENT in your total marketing plan.


You need to remember,  that from a #FUFISM  based marketing perspective  SEO or Search Engine Optimisation has three major sections which are

1)  #IPSEO or inpage search engine optimisation
2)   #OPSEO or Off page search engine Optimisation
3)  #OLSEO  or *Off Line Search Engine Optimisation*

You also need to remember that these three SEO elements, IPSEO,  OPSEO and OLSEO  need to be properly aligned, and that your basic target market research and related key words apply to all three of these separate  but co-dependent marketing strategies.

Humor, especially within the OFF LINE ENVIRONMENT is very effective.


We all know about IPSEO  which is where all the sneaky and devious in-page stuff is housed within the HTML code and related files such as image files, data base files, video files, audio files, CCS files  and text files amongst many others.     Stuff like out bound links and the REL = AUTHOR tag as well as all the META DATA both within the <HEAD> and <body> sections including the the navigation structure of your pages are relevant here.  There are many other sneaky and devious things that can be done, as part of IPSEO, some of them suspect or Black hat, and some of them directly related to SEMANTIC SEARCH

It should be noted here that most OPSEO is still within the ONLINE ENVIRONMENT

OPSEO or off page SEO is where you add semantic value to your online content through the associations of your social media posts discussing your online content through the direct links within your social media posts to your online content.  Then there are the issues of Link building, inbound marketing, search marketing and so many other deviously hidden off page SEO tactics.  These off page SEO tactics  add value to your online content in a number of different ways, mostly due to the links that connect them together and the related *SEMANTIC FOOTPRINTS* of each digital entity which references your online content or is referenced by those who discuss your online contentment in some or other way.

The last one in the list OLSEO  is a bit tricky and also one of the most vital components of your TOTAL SEO STRATEGY    This is where you PHYSIOLOGICALLY ATTACK .  your intended target market audience through all offline means available to you such as but not limited to:

in the news papers
in magazines
in flyers and billboard advertising
in your radio marketing
at road shows or speaking at industry specific events

The purpose of these PHYSIOLOGICAL ATTACKS  is to  PLANT SEMANTIC SEEDS that will grow and blossom into a welcome fruit called SEARCH QUERIES that have the most relevant search terms for your online content.

 

These search terms as used by your intended target market audience in their online search queries are the key to great SERP's (Search Engine Results Pages)  You can have the best results within the SERP's for your selected keywords, but if your intended target market does not use your KEYWORDS as a search terms within their SEARCH QUERIES your IPSEO and OPSEO has been most wasteful and ineffective.

*HUMOR* has many strange hooks  that sneak their way into the memory and associate your *SEMANTIC SEEDS* with your work, your products, your service, your events and related issues.  These are the best and most valuable semantic seeds that you need to germinate, nurture and fertilize as time goes along to ensure that your intended target market uses these SEMANTIC SEEDS to grow a great semantically related vocabulary so that they may use them within their search queries.

You must remember that,  from a marketing perspective,  the function of a search engine is to match SEARCH QUERIES  to your KEYWORDS  this implies that you need to take control of your intended target markets thinking patterns and ensure that your keywords surface in their thought processes.

With out this vital connection between your keywords and a search query your online work may never be anywhere near the top of the SERP's.

I blogged about this the other day  http://4ubrand.blogspot.com/2015/04/what-is-olseo-and-why-should-you-know.html title = "blog post discussing OLSEO by Frank Gainaford (yours truly)" where I discussed what is OLSEO and why you should use it.

link to HOA comment stream




Friday, April 17, 2015

What is OLSEO and why should you know how to use it?

#HASHTAGMARKETING is a very powerful marketing technique tht uses the hashtag (#)  as  a special sorting tool within the SERP's (Search Engine Results Pages) to group specific posts (those that contain the hash tag) within the SERP's (Search Engine Resukts Pages)

OLSEO or OFF LINE SEARCH ENGINE OPTIMISATION is a new way of thinking about search queries as part of the SEO (Search Engine Optimisation) industry.


In the past SEO was only about key words, then the Google HUMMINGBIRD algorithm stepped into the picture and turned all search issues upside down and inside out.  The Google HUMMINGBIRD algorithm introduced a whole host of new search engine optimisation value indicators or variables that search engines use to match a search query to an online resource, and then display that as an item in the SERP or Search Engine Results page.


Many of the new SEOVI or Search Engine Optimisation value inductors that came along with GOOGLE HUMMINGBIRD, and the related SEMANTIC SEARCH issues,  are not within the original source information within the page. These Search Engine Optimisation Value Indicators  live within the social media based  #OPSEO (Off Page Search Engine Optimization) efforts of your Search Engine Optimization team, as well as related comment streams and other semantically linked content.

SEO or search engine optimisation suddenly had to be  re-invented and tackled from a very different perspective.  We at the INFO4U team thus introduced a marketing philosophy called FUFISM or Functional User Friendly Integrated Social media.   When practicing FUFISM based marketing the social media  plays a vital role within the Search Engine Optimisation industry by delivering most of the new OPSEOVI or Off Page Search Engine Optimization Value Indicators to the search engines through their direct associations with the online content in question.  This delivery of the new SEOVI;s  is done through the  links within the social media posts to the content in question.  The many semantic connections and associated social media network signals are also factored in and these social media driven SEOVI  (Search Engine Optimisation Value Indicators) are becoming ever more valuable to search engines as they learn how to manage and interpret these new SEOVI

It should also be noted here that search engines view each social media post as a stand alone web page that has all the standard old school Search Engine Optimisation Value Indicators such as but not limited to :

#HASHTAGMARKETING is a very powerful marketing technique tht uses the hashtag (#)  as  a special sorting tool within the SERP's (Search Engine Results Pages) to group specific posts (those that contain the hash tag) within the SERP's (Search Engine Resukts Pages)
Page rank
site rank
domain rank
key word values
page title values
page description values

These SEOVI are thus passed along to the SEA's (Search Engine Algorithms) which process them and store the results  in data bases for future use in determining SERP's.  The info in these data bases is used in   the application of deeper level algorithms that match this data to search queries in meaningful and managed ways. Each social media post that links to your online content thus adds extra semantic value and associated Search engine Optimisation Value indicators to your online content, thus improving your chances of having your online content matched to a search query.

From our FUFISM based marketing perspective SEO or search engine optimisation is now divided into two sections with three categories. The first or primary section is #IPSEO or In Page Search Engine Optimisation, and the second section is #OPSEO or Off Page Search Engine Optimisation.

OPSEO is divided into two categories and the first is On Line Off Page Search engine Optimization while the second is Off Line Off Page Search Engine Optimisation

the categories that we at INFO4U use and have named as part of our FUFISM based marketing strategies are thus

1) #IPSEO or In Page Search Engine Optimization
2) #OPSEO or Off Page Search Engine Optimisation
3) #OLSEO or Off Line Search Engine Optimisation.
 
We have previously discussed both IPSEO and OPSEO at length in many different places, but OLSEO has not been discussed any where.  Before we discuss OLSEO we will need to define SEO in a manner that makes the conversation that follows more meaningful.  There are many definitions of SEO and they are actually quite different, as these definitions of SEO have been framed to suit the marketing concept being discussed.  So we would like to use the following definition of SEO.

#HASHTAGMARKETING is a very powerful marketing technique tht uses the hashtag (#)  as  a special sorting tool within the SERP's (Search Engine Results Pages) to group specific posts (those that contain the hash tag) within the SERP's (Search Engine Resukts Pages)

SEO or Search Engine Optimisation is all the work done by your marketing team and their partners to ensure that your online content is found by your intended target market audience when they search online for your content or any semantically related content.

 

With this definition in mind how would you classify or describe the  adverting or marketing work done within the Off line environment such as in the print media, radio or other off line environment in terms of your SEO?

To many the linkages are not immediately clear, as they view SEO as stuff done to influence search engines, and how search engines view your key words and related online content.  with this in mind how do you interpret the difference between a query and  key words?

Think about this and write down you answer before reading further..

Key words are used by SEO practitioners to influence search engine's interpretations of the online content that they are trying to optimize for better SERP's (Search Engine Results Pages)

Search queries are used by the public when they search online for information that would solve a problem for them, or allow them to perform a task, such as watch a specific video, listen to music by their favorite artist or gather information for a presentation that they may need to deliver at a meeting.

The question thus becomes how do you as an information provider ensure that your intended target market audience uses specific words (your key words) in their search queries?


This is where OLSEO or Off Line Search Engine Optimisation steps into the search engine optimisation industry and becomes a very valuable part of the SEO  tactics and tool box that you have available at your disposal.

This sounds a bit strange as we have always viewed SEO as the online stuff that impacts on how a search engine interprets your online content.  Nobody ever tells you that your intended target market audience need to use your selected key words in their search queries.  Nobody ever tells you, that you have the power to influence which words your intended target market audience will use in their search query, when searching online.

There are two avenues to influence what words your intended target market use, as search queries, the first is by ensuring that they discover these words and related semantic terminology within your OPSEO (Off Page Search Engine Optimisation) and the second is your OLSEO or Off Line Search Engine Optimisation.

OLSEO or Off Line Search Engine Optimisation is the process of using PHYSIOLOGICAL TACTICS  to plant the SEMANTIC SEEDS,   which will grow and blossom into SEARCH QUERIES, within the thinking patterns and thought processes,  that your intended target market will use when searching online.

The tools that you use to manage these PHYSIOLOGICAL TACTICS are already in use by most companies and organizations, where many already use these tools quite effectively,  with out understanding that they are actually using these very sneaky and devious OLSEOT's or Off Line Search Engine  Optimisation Tactics.


I am sure  that you are asking yourself what tools is this dude talking about, and how does he think that I am using PHYSIOLOGICAL WARFARE  on my online audience, or my intended target market audience within the off line environment?

The tools I am talking about here are very basic and elementary. these tools that you would use to PHYSIOLOGICALLY ATTACK your intended target market are the off line marketing avenues suchas but not limited to

The print media, such as news paper adverting , magazines marketing and flyers
radio marketing and TV if you can afford it
Road shows and speaking opportunities at industry events

How you use these tactics to plant the semantic seeds within your intended target audiences thinking patterns and thought processes  will vary from industry to industry, but the idea is still the same.  You need to get the attention of your intended target market audience, and use your selected key words, which will appear in the copy of your online content, in ways that have a lasting or long term impact.  You will further elaborate on this within your online social media platforms and thus re-enforce the associations of these specific words with your brand, your products or your information.
#HASHTAGMARKETING is a very powerful marketing technique tht uses the hashtag (#)  as  a special sorting tool within the SERP's (Search Engine Results Pages) to group specific posts (those that contain the hash tag) within the SERP's (Search Engine Resukts Pages)
The process starts within the off line space, and is slowly extended into the online environment of the social media where the seeds planted within the off line environment are nurtured, fertilized and expanded on.  This is where #HASHTAG marketing flourishes so well, as you can introduce your own unique product or event hashtag within the print media, then expand it very easily into the social media and have well optimized and properly placed landing pages for these hashtags on your blog and your web site, where you would display  appropriate information expanding your hash tag in meaningful and productive ways.

It is thus important for your SEO that you understand your intended target market audience, and know where and how to introduce your key words and associated semantically linked terminology into their thinking patterns and thought processes, so as to co-inside with your online marketing efforts.

 

Online marketing has changed very drastically with the introduction of SEMANTIC SEARCH and the marketing industry now needs to realise that online marketing, and associated SEO  does not operate in isolation, but is intertwined with so many new variables, and the Off Line Arena of news papers, magazines and radio also feature as SEO variables.  These SEO variables are not seen by search engines, but are the physiological elements that influence the search query, which your intended target market audience will use when searching online.

It is the function of a search engine to match the end user's (your intended target market)  SEARCH QUERY  to your KEYWORDS

Keywords are used by your SEO team to influence a search engine to take cognizance of your online content. 

Search queries are used by your intended target market audience to locate information within the online environment.

It thus follows that both search queries and key words are important to surface your content for your intended target audience when they search online.