Wednesday, May 20, 2015

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


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


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

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

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

These three focal areas of SEO are 

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

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

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

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

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

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

news papers
road shows
speaking events

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

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

Friday, May 08, 2015

SEMANTIC VALUE of a Google Collection

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


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


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

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

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

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

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

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

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

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

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

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

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

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

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


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

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

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

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

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

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

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

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

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

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


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


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

List of G+ posts and other online pages referenced

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

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

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 .