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