What is the SEO value of offline marketing?

OFF LINE MARKETING HAS EXTREME VALUE WITHIN THE ONLINE MARKETING BUSINESS!

Those who do not understand the connections between off line marketing and online content need to listen up and take action!!!!!

SEO or search engine optimisation changed very radical when Google introduced their HUMMINGBIRD ALGORITHM.  Before Google hummingbird and all its cousins in other search engines the main items in all SEO were your keywords and links, both inbound and out bound, with inbound links carrying more value, but out bound links being an essential issue.  The value of key words was stressed and used extensively by Search engines.

In the post hummingbird era all search engines introduced a very large number of new SEOVI (Search Engine Optimisation Value Indicators) which ran along side the old SEOVI and added extra value to your keywords in ways that enhance the context and intent of your online content. These new Search Engine Optimisation Value Indicators are mostly in the form of Semantic Trust and associated inter-connectivity of different digital entities, and come from the OPSEO side of things.

OPSEO or off page Search Engine Optimisation is not that well understood, and most do not comprehend that OPSEO has two separate components.  The first is ONLINE and the second is OFF LINE. So from a #FUFISM based marketing perspective we have three sectors of Search engine Optimisation that need to be considered and then integrated into your total marketing plan. These are

1) #IPSEO or In Page Search Engine Optimisation

2) #OPSEO or Off Page Search Engine Optimisation

3) #OLSEO or Off Line Search Engine Optimisation

The value of In page and off page search engine optimisation is discussed in many places but who talks of the value of Off Line Search Engine Optimisation? 

Off Line Search engine Optimisation or OLSEO,  is the part where you use your off line marketing to PLANT SEMANTIC SEEDS into the thinking patterns and thought processes of your intended target market, hoping that these seeds will grow into so called GOLDEN SEARCH QUERIES.  Golden search queries are those search queries where your intended target market audience uses your KEY WORDS and semantically related terms in their search queries, which result in your online content being at the top of the SERP's (Search Engine Results Pages)

As always understanding your target market audience in great depth is the core issue that needs to be addressed here,   because you want them (your target audience) to be exposed to your key words, so that you can expand on this in your social media marketing and other related online areas to nurture and nourish the semantic seeds that you planted in the off line media.  In other words you need to ensure that your target audience knows what your business, organization or event  is all about, so that they can use the correct terminology in their search queries to surface your online content.

If you simply assume that your intended target market are experts on your subject matter, then you are losing out.  You need to encourage your intended target market to use your desired key words in their search queries, and this process starts by introducing these words and related terminology within the off line world.  Here we are talking about 

• news  paper advertising and marketing
• magazines and industry specific periodicals
• radio interviews and talk shows
• speaking events and road shows
• flyers and bill boards 
• business cards and brouchers
• any other off line opportunity where you have face tine with your customers, clients, suppliers and other interested parties

 Your SEO starts with the creation of your In Page content, and is then enhanced by your off page work which is basically supplemental marketing, or marketing that supplements your online marketing.  Your supplemental marketing uses all the same research as your original online content and here we are talking of things like  the list below, but include many not mentioned.

• product, event, company or subject matter research
• purpose
• what this is used for
• how this is used
• what will the end user needs this for
• what are the benefits
• what are the detraction's
• who should use this and why
• costs,
• shelf life
• availability
• origins
• so many other research issues  most of which are subject matter dependent
• target market research
• who should read your content and why
• language issues
• culture issues
• demographic issues
• male / female
• target market groups and lay out preferences
• education and literacy skills
• Target market selection process
• Topic research
• key word research
• Image selection
• Additional meta data
• Additional mark up such as schema
• Author and publisher issues
• design criteria for online content

Your off line marketing team needs to be aware of  these issues and make wise use of the research notes and other related documentation of both previous as well as future online content.  This will assist them in their choice of words, images, context and related marketing issues, so as to ensure that they are able to plant your desired semantic seeds in meaningful ways,  which will encourage your intended target market audience to use specific words (your key words) when they construct their search queries.  Your social media team will also need these same notes and research data, as they will be expanding on this within their marketing efforts.  Your blogging team will also be using the same set of notes to develop their online content.

It is thus of extreme importance. especially from a #FUFISM based marketing perspective to get all your marketing folks around the same table,  at the same time,  to discuss your total marketing plan, and show each different marketing team, where and how their part of the puzzle fits into the big picture.  This will ensure better documentation of all processes, and enhance cross media marketing efforts.

It is of extreme importance that all your marketing is done within this basic outline, so that each marketing effort can be seen as a stand alone effort, but that it also fits into and augments or supplements your online marketing efforts.  This is an awful lot more important today than it was just a few years back, and the reason is the rapid expansion of the smart phone market and the volume of search traffic that comes from smart phones and other mobile devices.

You should not forget that mobile search is now larger than desktop search, and that many searchers are using last minute searches when in your brick and mortar establishment to ensure that they are getting the best deal, be it price, product support or after sales care.

What this means is that your target market is more educated and more aware of your competition, so you need to ensure that your online content is found above that of your competition, and that your social media team are on the ball, and ready to answer questions at the drop of a hat.

Once again your customers journey starts when they first discover your off line content, and then use the info found within your off line content to venture further, by searching online to discover more about you and your business.  The next step along the way is usually your social media space, and that is the reason that you need to expose your target market to your social media presence within the off line environment, and associate your social media presence with your product, service, event or other information.

Your Off Line marketing thus has an awful lot of value and importance to your online marketing, and needs to be taken seriously.  You need to ensure that all three of the SEO sectors are addressed and properly integrated into your total marketing plan at the highest level.  preferably at the C-SUIT  (Chief Something Officers) level

Once again these three sectors of SEO are, 1) IPSEO, 2) OPSEO, 3) OLSEO

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

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 :

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.

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.

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.