EDIT -19 August 2015 to include new thinking and include OLSEO (Off Line Search Engine Optimization) as part of Off Page Search Engine Optimization
SEO or Search Engine Optimization should be defined as the collective effort of your entire marketing team in their efforts to ensure that your online information is found by your intended target market when they search for your information, products or services online.
In-page SEO consists of a variety of in page issues which are divided into two main segments. The first in-page section is the head segment where things are written specifically for search engines and the second in-page section is the body segment where things are written specifically for the human element or your viewers who are often referred to as end users.
When using social media such as Facebook, twitter, LinkedIn or Google plus you have no control over the "HEAD SEGMENT" and only have control over the actual content which the viewers see.
When using the social media you also have no control over the use of scripts, and many social media platforms have banned all scripts in posts that an end user places within their profiles. You as an end user of most social media profiles also have very little control over the HTML encoding of tags such as alt tags for images and title tags for text links, and this is the reason many misinformed people will tell you that SEO is dead, which is a very big misunderstanding.
In your own web site you have total control and can manipulate the content of the head section to include a wide variety of META TAGS. Below is a list of the more important tags, but there are many more which your technical team should implement.
- the title tag
- the description tag
- the key word tag
- the author tag
OFF PAGE SEO
Off page SEO is all the Search engine Optimisation work done off page, by a wide variety of individuals which is mostly about link building and ensuring that your page has inbound links from as many varied sources as you can arrange including but not limited to the list below, some may be under your control and others will be far beyond your reach which may surprise you and come as a bit of a shock
- Social media profiles under your control
- blogs under your control
- other webistes under your control
- forums under your control
- Mentions of your company, services or products in the online media and social media pages of organisations such as
- local Radio stations
- news papers
- local publicity associations
- industry specific publications
- sports associations or social development programs that your company supports
- paid advertising in online classifieds
- free advertising in online classifieds
- Social media profiles of your subscriber base in all social media platforms
- Social media profiles of customers and potential customers
- Social media profiles of your critiques and related user forums within your industry niche
- web pages discussing your industry and related products or services.
OFF LINE SEO
OLSEO is all the marketing that is done within the off line environment where you use
psychological techniques to influence the thinking patterns and thought processes of your intended target market audience so that they make use of your keywords and related semantic terminology in their search queries.
Off Line Search Engine optimization is basically good old fashioned marketing using off line platforms such as news papers, magazines, radio, TV, road shows, speaking events and any other off line platform at your disposal to influence your intended target market audience so that your products, your sevices or your brand is top of their mind when they eventually decide to do a little extra research and use an online search engine.
This is becoming ever more important within the online environment as the impacts of Google Hummingbird algorithm begin to show themselves more and more within the search results.
Google humming algorithm changed search forever by introducing semantics and related semantic footprints into the search algorithms, along with the ability of Google to identify intent of your online content, and match this intent with the intent of any search query.
This ability of Google to match the intent of a search query to the intent of your content must not be ignored or misunderstood, and your off line marketing should make use of this by inducing your intended target market audience to use specific words and construct their search queries in such a manner that the intent of their search matches the intent of your content. Good old fashioned marketing is needed to do this, so think about your off line marketing carefully and work out how to cause your intended target market to search online with a specific intent, and have the relevant online content to match that intent in place within your web site, your blog and your online social media pages.
Google is not the only search engine to use these new techniques, and all major search engines now have every similar techniques to match a search query to any online content.
There is only one way to manage this complex affair and use these elements to your advantage, and that is through the application of the FUFISM philosophy. The FUFISM philosophy will ensure that everybody involved in your marketing knows which piece of the Search Engine Optimisation Puzzle, they are working on, and what impacts are expected as a result of their individual efforts. this will ensure better cooperation between marketing platforms and the individuals who make up your marketing