Links and the #EEAT issues

Within the interwebs links do so many strange things, and the impacts of links, both external and internal, as well as in bound and out bound impact your SEO in such powerful ways. 

#EEAT is a vastly complex search engine optimisation Value indicator.

 Most folks forget that every link has two sides... yes that is correct, two sides. first is the origin and the other is the destination

These links do many strange things in a host of unthought of places.

 Search engines use these kinks in so many different places, but most SEO PRACTITIONERS that I speak to are very ignorant and refuse to think past the end of their noses

Once your online content has been indexed, that is when the fun and games starts. all search engines use the links within your online content to start mapping out many different issues like

•  trust maps, 
• entity graphs
•  link maps, 
• expertise maps, 
• expert connectivity status graphs,
• subject matter connectivity  graphs
• Subject matter connectivity maps 
•  and so many more. 

 There are actually thousands of data bases at play here, where search engines take a very fine tooth comb and evaluate your content in very serious and devious ways.  This is where the #HummingBird algorithm shows its value 

 They need to establish the purpose, aims, objectives intent and so many other issues about your online content. It is vital that you remember that Search has evolved, and search engines match your page intent to the intent of the search query. So keywords are not used during the initial search process. 

 This does not mean that #KeyWords are obsolete, coz they are not.. Keywords are actually vital, and they are used in so many other areas besides to match to query words. Many of the data bases that we are talking about here, use both ends of the link and compare both sides to each other and to a third area that holds the imagined contextual issues of your page. 

This imagined contextual map changes and grows, as issues within your page unfolds and gets exposed to the many different algorithms that are processed during the vigorous indepth evaluations of your content. Lots of strange and very sneaky things happen coz so  many things are happening at the same time in different areas of the page identity and categorising process. 

Semantic connectedness issues are also evaluated during this time. The semantic intentions of your content is first processed at this stage, but this is a very fluid issue, coz this changes as the search engine evaluates more and more issues, which are all integrated into these many different data bases that are growing, as the search engine's interpretation of your content evolves with each iteration of the algorithms that evaluate and transcribe your content into machine understandable contextual content within many different data bases 

 This is a very confusing time, coz so many things are being processed by a vast number of different algorithms, all at the same time. all SEO factors are evaluated and processed at the same time, but by different algorithms. So this is a very busy time.....

This repeats each time your content is revisited to include new backlinks or any updates that may or perhaps may not be re-evaluated. lots of issues are processed, and most require links to have any positive impacts on your SEOVI  (Search engine optimisation value indicators) these links nay be internal or external. 

The two ends of the link are compared in a very large number of different ways,  where context and contextual linkages are the key to better understanding your online content, along with the semantic connectedness issues. 

On line search is a vastly complex issue where many different Search engine optimisation value indicators are evaluated and taken into account, to give your online content a set of scores that will be used to match your online content to future search queries. These scores are stored in a wide variety of databases, leaving them ready to be used instantly. This is important, and can be seen if you look at how long your online search took to resolve. this is usually shorter than half a second for most searches, and the number of search results is scary, often being more than one hundred thousand matches.

The amount of preparations that are done to ensure short search times are achieved is incredible, and one thus needs to understand these issues when copy writing is undertaken. things like link attributes and related issues also need to be included here.   All links are valuable, and each link in your content gets the same basic treatment, then some will get extra issues added if the search engine deems it necessary to expand the conversation. 

 Trust and authority are some of the extended evaluations that need to be properly interpreted. Contributor Expertise and contributor experience is slso an extended evaluation zone. EEAT or Experience, Expertise, Authority and Trust are all rather strange SEOVI ( Search engine optimisation value indicators) that rely on links to be mapped to the correct issues within your online content. 

It thus follows that links and link attributes need very careful deep planning to get the most  powerful SEO  impacts. 

EEAT or Experience, Expertise, Authority and Trust are all special use search engine optimisation issues that search engines use to evaluate the purpose, aims, objectives and intent of your online content. 

There are many issues and different entities involved. Each contributor is evaluated for their personal EEAT, and then the page itself also gets an EEAT SCORE according to the Aims, objectives, purpose  and intent of the page in question, as well as the EEAT SCORE of all identifiable contributors to the content in question.

So EEAT is much more complex than you think. New techniques and tactics are constantly being added and this helps to ensure the success of the search engine in question. 

Where does FUFISM fit into the online marketing environmant ?

 Where does FUFISM fit into the online marketing environment is a confusing question.

First what is FUFISM, then WHAT is the online marketing environment, and how does online search impact on the online marketing environment? 

So before we discuss FUFISM, first we need to discuss online search, and SEO or Search engine optimisation, because FUFISM or Functional User-Friendly Integrated Social Media is a marketing philosophy where SEO (Search Engine Optimisation) and Social Media  are married and work as a family team along with their many relatives, to influence how search engines interpret and consume your online content to prepare their many different search engine data streams and associated information management strategies(algorithms)   to supply the best possible SERPs (Search Engine Results Pages for all possible search queries. 

So online search is a vastly complex issue that matches search queries to search results pages. you ask questions (Search Queries) and the search engine provides answers (SERPs). In the past individual words were the issue, in 2023 and going forward the purpose and intent of your content carries more weight than individual key words. Keywords are still vitally important, as are page title and page descriptions. Folks within the SEO industry must always keep the #Hummingbird algorithm in mind, coz that changed many things in strange and mysterious ways. #ThingsNotStrings suddenly had more value, but strings describe things, so strings still wins many battles within the SEO environment.

For a search engine to provide an answer, it must

(1) be able to interpret the question

(2) understand what is being asked

(3) understand the intent of the question or query

(4) Interpret and understand online content

5)  have a system of categorizing online content and labelling contained concepts, ideas and contextual data,, as well as the purpose and intent of online content 

(6) have a system of comparing online data to the relevance of online questions and specific search queries

(7) have a system of comparing relevancy scores to establish the best matches of search queries to specific search terms and related search criteria

Online search is thus a vastly complex task of matching search queries to possible matches of existing content somewhere within the interwebs.

online search thus starts with ensuring that your online content is found by a search engine, then indexed and investigated for preparation of inclusion into a host of different data base files, where extended information is added to make searching easier.  This is also the time when search engines evaluate the QUALITY of your online content, and investigate if your content contains so-called Black Hat content, which may or not,  then exclude your content from the search engine database files. in some cases, search engines get rather upset, and ban the whole domain from their search index.

#BlackHat SEO is the devious art of confusing the search engine to provide SERPs with information that does not really qualify to be found for that specific search query.  in other words BLACK HAT SEO is like  using a kind of crooked SEO process that misrepresents the in-page HTML content, giving the end user poor search results that do not satisfy his /her needs.

Online marketing is all about putting your content within the interwebs, hoping that your intended target market audience will find your online content by some means. SEO or Search engine optimisation is the process and activities that you employ to improve the chances of your intended target market audience of discovering and then consuming your online content, and then following your desired or preferred Call To Action (CTA) statements or clicking on your preferred in-page links.

read more about SEO here 

The biggest issue within the SEO industry is the ability to build links that carry meaningful signals to the search engines so that these signals associated with individual links both to and from your content can be used as semantic tools, or part of the construction of semantic tools which allow search engines to better interpret and understand the objectives, Intentions, aims, purpose and sentiment of your online content.

SEO has evolved into a very complex technical battle to ensure that search engines have the necessary semantic tools to evaluate your content and connect your content to relevant online search queries. FUFISM is a marketing philosophy which uses social media as the primary avenue of #LINKBUILDING and helps to build the base of inbound external links(#BackLinks) to your online content.

The most powerful links come from well-placed, properly-used hashtags within the comment streams of posts discussing the subject matter at hand. this can only be accomplished by a knowledgeable person. The new EEAT issues of Experience, Expertise, Authority and Trust are all tied up together in strange ways within the interwebs. Most folks have no clue as to what this actually means. This is however a primary part of any FUFISM-BASED marketing plan. 

do a little independent research on the #EEAT issues and be prepared to be confused. who does EEAT apply to and how is this measured ?. these are tough questions, but as I understand the EEAT issues are connected to every single digital entity. so each online document has its own EEAT issues. Authors, image designers, content creators each have their own EEAT scores that are carried around with their inputs to your content, and this is all part of FUFISM-based marketing. your in-page EEAT is a complicated issue and it is made up of the EEAT of each in-page contributor as well as both internal and external links. Both  inbound  and outbound links need to be considered. so lots of small juicy titbits to add to your #INPAGE SEO efforts by including links to contributors in the  <HEAD> section of your HTML code. You can enforce this and add extra EEAT scores by including links to contributors of all kinds.. graphic design, audio, video, copywriting, research, technical SEO and other sources like data management or in-page forms. The more digital entities that you can connect to the page in meaningful ways that show semantic connectedness the better. Authors who write about specific topics score more EEAT points than unknown authors. But where and how do authors  and other contributors actually get coverage?   this needs your thoughts and attention if you are into the SEO thing... !!

FUFISM or Functional User-Friendly Integrated Social Media is all about using social media as a powerbase to influence your  #BackLink profile and entice others to share your links in their blogs, social media posts and other places. #LinkBuilding is a very strange concept, and link-building opportunities do not just fall out of the sky. Link Building opportunities are carefully crafted well-organized activities that take place over time in carefully structured steps. There is some cold calling involved, but usually, the comment streams of posts discussing the subject matter at hand start the process rolling forward. If folks have not discussed your content they will not create a well-thought-through link to your content. So create meaningful well thought through content that answers questions, offers a different approach to problem-solving or is helpful to your desired audience base in some way.

All online content must have a purpose and intent. Online content must be easily discoverable by search engines.  So FUFISM is all about being user-friendly and using the social environment to promote the purpose, intent and objectives of your online content.

So to answer the question "Where does FUFISM fit into the online marketing environment" one needs to interpret FUFISM as the art of using social media to promote specific online documents or digital assets in a manner that shows search engines the purpose, intent and sentiment of these specific online assets in ways that expand the conversation and improve semantic connectedness.

Once again FUFISM is an acronym for Functional User-Friendly Integrated Social media. FUFISM is also a marketing philosophy where SEO(Search Engine Optimisation)  is pushed through link building in the comment streams of social media posts discussing blog posts, web pages or other online content.

Just to round up here .. #LinkBuilding is a very complicated and difficult task. FUFISM or Functional User-Friendly Integrated Social media is all about getting better SERPs, by crafting clear direct social media conversations and interactions that guide the search engines to your content through well-managed social media activities, that include social listening and related comment stream management.

 

Well-thought-through links in the comment streams require staff with Good #EEAT scores that demonstrate your staff's Experience, Expertise, authority and Trust of the subject matter at hand.  FUFISM thus adds Search Engine Optimisation value indicators to your online content in many strange and devious ways. 

How do your potential customers discover your online content?

How do your potential customers find your online content?

There are three basic ways that your intended target audience can use to find your content within the online environment.

The first is, where your intended target market audience will type your URL directly into the browser address box, because he / she knows your web address.  This is usually due to some OFF LINE MARKETING TACTIC where you inform your intended target market audience of your web address, such as news paper adverting, flyers or billboards.

The second is by pure luck or serendipity, when your intended target market audience discovers a link to your content while browsing  the internet.

The third  way that your intended target  market audience may discover your online content, is through the use of a search engine.

The first option can become  quite expensive, as you need to keep paying every month for newspaper, magazine and other expensive off line advertising, where you specify your web address and hope customers type your main landing page address (home page) into the browser's address bar.

The second  is just plain unacceptable from a business perspective, cos you have no control or management  over the serendipity or luck of  your intended Target market audience, and relying on this for your business success is just plain stupid.

The third option, using a search engine, is the most cost effective, but takes quite a bit of effort on your part.  Understanding  the basics of search engine optimization is thus an essential component  of current management skill sets. Taking a FUFISM based  marketing approach will ensure  better marketing success, as this marketing philosophy has a core focus on SEO and related marketing issues.

FUFISM or Functional User Friendly Integrated Social Media is just plain old school marketing, extended into the internet. Knowing your customers needs, and supplying a solution, but within the online environment, is one of the cornerstones of the FUFISM MARKETING PHILOSOPHY.

Using the social media as an online supplementary marketing  tool for your web site or blog is not a difficult  thing to do, however doing this with high precision, and targeting specific keywords and related semantics, starts to get a bit complex in nature, so you do need yo have s clear well documented plan of action

Failure to document your plan makes it difficult  to measure success or failure of your marketing. A written plan also makes it easier to enlist the help of others, as your aims, objectives and intentions will be easily understood, and less likely to be misinterpreted.  Having a written plan also makes it easier to integrate the three seperate components of the SEO space.

IPSEO or in page search engine optimization is all the technical stuff that is included in the HTML of your page, and this gives search engines the basic Context and SEMANTICS of your online content.

OPSEO or off page search  engine  optimization is all the supplemental marketing,  mostly within the SOCIAL MEDIA ENVIRONMENT, and link building strategies.

OLSEO or off line search engine marketing is all your standard old school marketing within the off line environment, such as newspapers, magazines, radio, flyers  and bill boards, where you introduce your event,  product or service  specific keywords  and related semantics to your intended target  market audience.

This is why keyword  research, and related topic selection is so important, coz you need to inform your copy writer and other technical SEO team members which words and related semantics they need to focus on. Here we are talking about things like alt tags for images, anchor text in links, schema markup and other tactics.

Your off line marketing needs to focus on this same set of keywords, topics and related semantics, to ensure that your intended Target market​ audience uses this same set of criteria when formulating their online search query

IPSEO or in page search engine optimization includes  all the technical stuff that is included in the HTML of your page, and this gives search engines the basic Context and SEMANTICS of your online content.

OPSEO or off page but still online search  engine  optimization is all the supplemental marketing,  mostly within your SOCIAL MEDIA MARKETING , and link building strategies, such as blog posts or online adds.

OLSEO or off line search engine marketing is all your old fashioned  physiological marketing tactics to get your intended target  market audience to use specific words (your keywords) in their search queries

SEO has evolved from a only links and link building strategy way back  in the late 1990's to a very complex state of affairs where we now need to understand our target market audience  and their approach to using online search to surface our content.

Creating quality content on its own is no longer an option, we now need to do an awful lot more, and ensuring that your Target market audience is exposed to your selected key words within the off line environment is now an essential part of your SEO strategies. How else can you ensure that your intended Target market​ audience types your selected  keywords into the search box of a search engine?

#ISPEO, #OLSEO, #OPSEO

Content marketing, the social media and SEO

Content marketing is a strategic marketing approach focused on creating, distributing and maintaining valuable, relevant, and consistent online content to attract and retain a clearly-defined target market audience — and, ultimately, to drive predictable, well managed end user reactions, through careful management of conversion funnels and associated calls to action statements, that resonate with your intended target market audience, in a manner that this marketing adds value to the SEO efforts, so that your intended target market audience finds your original online content in search

Most content marketing falls within the Off Page Search Engine Optimization space, and Social media marketing forms the bulk of these efforts 

Off Page Search Engine Optimization or OPSEO  is a powerful set of  tools that allow search engines to improve their understanding of the context and semantics of your content through a variety of different techniques. The semantic linkages between the different subsets of online information and the various creators, distributors and consumers of information allows search engines to develop algorithms that interrogate ultra  large sets of data and extract trust factors as well as networked connections between different digital entities with a focus on specific elements within any individual online content, and then match these specific elements with individual search queries in ways that make sense to the individual who initiated the search query.

Off Page Search Engine Optimization is a vital element within the search industry, which allows search engines to better understand the specific purpose, aims, objectives and intentions of all online content.  Once the intentions and purpose of any online content is understood by a search engine then it has the ability to match that purpose and intent of your content to the purpose and intent of a search query.

IPSEO or In Page Search engine Optimisation is a very complex issue that allows for the application of many different tactics, and and a wide range of different criteria to be implemented within any single piece of online content, be it in a web site, a blog or any other online resource, with the primary aim to improve the SERP’s (Search Engine Results Pages) associated with that online content.

Nearly every item of IPSEO is reflected in the HTML code of a page, where some tactics remain in the <HEAD> section and others remain in the <BODY> section of a page. Many of these different sections are pre-coded as widgets that the web page / blog design team include with ease and little actual coding is needed by most online content creators these days.

Many web design packages these days allow for easy insertion of specially designed widgets that add a wide variety of specialist coding , such as the latest specialist mark up of SCHEMA for specific types of data. 

Your IPSEO starts with product / service research, then flows through to target market research and associated topic and keyword research. Your copywriter takes care of the textual and visual layout of the page, while a host of other specialists each contribute in various ways to the hidden aspects of the in-page content, such as the meta data and EXIF data embedded in images, video or audio files, and the extra info added to hyperlinks which include things like the REL = AUTHOR and REL = PUBLISHER tags which are inserted into the code of the hyperlink in question.

Many other issues are hidden in scripts that perform specific tasks such as including interactive spreadsheets, forms and clickable buttons that add value to the viewer experience. these items all need to be understood by the OPSEO (Off Page Search Engine Optimisation) team so that they may be exploited during the social media and cross media marketing efforts of the rest of the marketing team.

These scripts and related coding issues need to be put together with your SEO in mind, where variable names and related filing and naming issues need to be adjusted or changed to reflect the keywords and topic selection processes that were conducted at the beginning of the SEO process. By using the selected keywords as variables within scripts and code, an added layer of SEO can be sneakily introduced, but this takes a deeper understanding of SEO and the implications of using file names, coding variables and related naming procedures to manage this. It also requires that those who are doing the coding attend marketing meetings where SEO and the integration of SEO into the bigger marketing picture is discussed. 

These issues need to be brought to the attention of your social media marketing team so that the IPSEO (In Page Search Engine Optimization)  issues which are in place,  can be expanded on,  within the Off Page Search Engine Optimization space,  focusing on the social media, through careful  and well managed use of the In Page Search Engine  optimization tactics that have been implemented, by making use of the research data and related  decisions, including but not limited to  the following information

• EXIF data for embedded
• images
• videos
• audio files
• text files
• alt text and related image titles, image descriptions as well as other image related info
• any specialized SCHEMA MARK UP along with notes on the implementation of this schema markup along with any research done to establish 
• all keyword and topic research notes along with decisions of what to exclude and what to include
• all target market research notes, as well as decisions made by other marketing personnel based on this information.
•  the purpose, aims, objectives and intentions of the original online content which is being marketed in the social media.

All this information needs to  accompany the marketing brief that the social media marketing team are issued, which should include  a document discussing the purpose, aims, objectives and intent of the social media marketing campaign, showing how this content marketing effort will interact with the SEO process, and how its impact will be managed.

Content marketers thus need to be well informed of all the sneaky and devious tricks used within the in page search engine optimization process, so that they may make use of these elements, by specifically referring to them within their social media posts.

Here we are talking of things such as prices which may have been added to product information within the page by making use of SCHEMA MARK UP,  so that the social media post uses the same format and actual in-page price including the specific currency used within the SCHEMA MARK UP  these exact match textual issues will add real strong SEMANTIC TRUST FACTORS to your content, both within the social media platform as well as the original on;line content in your blog or web page.

It thus follows the content marketing within the social media space can be used to improve a host of different Search Engine Optimization Value  Indicators in very powerful ways, provided that your marketing team work together and follow a #FUFISM based marketing strategy, where the power of the social media is understood and managed through careful use of selected keywords that appear in the <HEAD> section of your web page or blog post.

Many online marketers do not understand the semantic reach of the <HEAD> section of your web page or blog post, and this is because they have been hearing the rumors that these items have no value for a number of years and most marketing folks do not even know that the <HEAD> section of all online content exists.

• the meta tag - page title
• the meta tag page description
• the meta tag  keywords
• other devious and sneaky stuff inserted in the <HEAD> section of your page by the web site or blog design team

The issues relating to the <HEAD> section of your web page or blog post are seldom discussed, but this is one of the main reasons that bloggers make use of their own custom domains instead of using the free services such as blogspot.com.  Unfortunately there are many hidden costs involved in hosting your own domain, and having your blog on a sub domain or subweb within your primary web site.

having your own domain and hosting your own online content instead of using a free service has many strange and powerful advantages within the SEO industry, but these all come at a price.  Out sourcing your hoisting is an issue that needs careful attention, and unless you are a very large business that has the necessary security staff who are able to perform the necessary network security functions, you should out source your web site hosting.  this needs careful attention and you do need to discuss this with a number of different folks to get their views, and take a decision based on your needs and resources available

Having your own domain gives you many advantages within the SEO industry, and most of them are new trust factors where semantic trust is the most important issue. You also need to remember to link to deeper pages and specific blog posts,  as well as specific ever green pages in both your blog and your web site.  This is a vital part of content marketing, where you need to remember to perform cross platform marketing, where your would mention your Facebook post in a tweet, and your twitter profile in your Facebook posts.   Performing this action in other social media platforms and mentioning your other social media profiles should be done at least once every two weeks, and if you have a busy blog or web site, your should consider doing this more often, even once a day.

If your blog or web site gets fewer than 1 000 visitors every day, then keep your cross platform posting to once or twice a month.  Always remember to document all your social media posts, with a time line and other relevant data in a spreadsheet so that you can evaluate the impact of your social media posts on your SERP's (Search Engine Results Pages) and your web site / blog traffic flow stats.

You should make a habit of keep records of all your content marketing efforts in a spread sheet, with time lines and other relaxant data . this will allow for better management and control of  any traffic flow audits that you may perform.

Remember that Content marketing is a strategic marketing approach, and that this is not a stand alone strategy.  

Content marketing is a subset of your SEO (Search Engine Optimization) and those who tell you different need to explain very clearly how and why content marketing is excluded from the SEO stable.

Understanding what SEO is and how the different sections of your SEO strategy  interact with each other is not an easy task. the three SEO sections are

1. IPSEO or  In Page SEO
2. OPSEO or Off Page SEO
3. OLSEO or Off Line SEO

Online Content marketing allows you to integrate your IPSEO (In Page stuff) with your OPSEO (Off Page stuff) through your social media posts, where link building is the primary SEO feature, that binds your social media posts to the content that is being marketed with a hyperlink. 

Off Line Content marketing allows you to introduce your selected keywords and related semantic terminology to your target market audience.  Here we are talking of using TV, Radio, news papers, magazines, flyers, bill boards and other adverting  or marketing to get your intended target market audience to talk about your product, service, company, web site, blog or other online content.

If done right,  both your off line content marketing and your online content marketing will use your In Page Search Engine Optimization notes and data research conclusions  to construct the required information flow patterns within your intended target market audience.

This  should l result in your intended target market  audience using a search engine to locate more information about your business, using the keywords and semantically linked words, within their search query.  This use of your selected keywords and semantically related linked terminology will result in better SERP's (Search Engine Results Pages.

#IPSEO  #OPSEO  #OLSEO #FUFISM #CONTENTMARKETING #SEO

What is the purpose of your blog?

The purpose of a blog is not easily defined, and every business should  have its own set of documents describing the purpose, aims, objectives and intent of  their own company blog.

 

When documenting the purpose of your blog be sure to have your business plan handy, as the company purpose, aims, objectives and intent will be used to describe the purpose, aims objectives and intent of your blog.

 

Document your blog and change your attitude to blogging

Once you have taken the time to document the purpose, aims, objectives and intent of your blog, you will find it an awful lot easier to  write clear instructions for your content creators , and ensure that the content that they create and assemble is more suitable for your intended target market audience.

 

From a FUFISM based  marketing perspective the primary purpose of your blog is to act as a supplemental marketing strategy to your website, and support the purpose, aims, objectives and intent of your website.  Your blog will of course have many secondary purposes just as your website has many different secondary purposes.

Your blog should be viewed as an essential asset that acts as part of your online presence, and be treated as the second most important online communication channel that you own, remembering that your web site is the primary online communication channel that you own.

One of the more important purposes of your blog,  should be to act as a link building, and content marketing  channel for your web site. Your blog and your web site are owned by you, making them your digital assets, whereas your social media is just leased online space, where you have very little control over the activity that takes place there.  You have total control over your blog and your web site, so you can dictate the activity that is allowed to take place within these two digital assets that you mange and control.

Your blog should also complement your website and act as a content marketing platform for your web site, where you add extra value to the content and context  of your web site by expanding the conversation started in your web site, through posts and pages in your blog,  that attract comments and on going conversations around specific topics as listed and discussed in your web site.  These conversations should then be extend to the social media, so that the social media may then be used as an extension of your blog to market your online content within your web site further and in more detail,  to the search engines as well as  your intended target market audience.

Your blog should also be used to solve consumer issues with your products, services and related information flow patterns , by answering specific questions picked up through your social listening tools, or queries raised by your audience within the online environment.

 Your blog is not a sales house, and you should not be pushing sales within your blog, but rather sending viewers to your sales pages within your web site, from blog posts that form part of your sales funnel, or pages within your blog that are dedicated to sending visitors to specific landing pages within your web site.


You should have a blogging policy, and a set of documents describing the purpose, aims, objectives and intent of your blog.  This set of documents should also descibe where your blog fits into your totsal marketing plan, along with who is in charge of the SEO issues, and how these are integrated into your web sites SEO issues, as well as how your blog will be integrated into your social media marketing tactics along with the marketing roles played by
1) your web site
2) your blog
3) your social media tactics
4) your offline marketing tactics and staregies


Besides direct marketing, content marketing, link building and SEO (Search Engine Optimization)  issues your blog should also play a number of other important roles in many other areas of your business including but not limited to

• public relations issues
• after sales issues
• customer education issues
•  community building issues
• business networking issues

The power of your blog should not be underestimated, and you should review and update the documentation describing the purpose, sims, objectives and intent of your blog at least once every three months, but once a month would be best practice. 

What is the purpose of your web site?

The purpose of  web site explained

From a FUFISM based marketing perspective your web site is the primary hub of your online presence, and needs to be used as  the core element  of your customer  /  supplier / client communications network.

Every business needs to examine their business plan, and understand the purpose, aims and objectives of their business as laid out in their  business plan.   This purpose aims and objectives of your business or organisation  is then used as a basis to design a marketing strategy, where your online presence needs to be the central point of your marketing strategy.

Your website should be viewed as an essential asset that is used as a communications tool, and forms the core of  all your marketing, advertising and customer interaction platforms, both online and offline.

Online marketing has\many different components, and these all need to be considered when planning your marketing. The trick question is how will you integrate these into your website and your total marketing plan.  

YOUR ONLINE MARKETING SHOULD NOT BE SEPARATED FROM YOUR OFF LINE MARKETING 

Your online marketing and offline marketing should complement each other and work as a team to get your branding and related business  issues noticed by your intended target market audience in a manner that is not intrusive, objectionable or disruptive, but is pleasant, memorable and  sticky  so that your brand will be in the thinking patterns and thought processes of your intended target market audience when they are looking for your products, services or related information.

So keeping the above stuff in mind, what is the purpose of your web site?

Well this is a very loaded question, and your website has a multitude of purposes, but  it is our view that the primary purpose of your web site  is to serve as a communications hub, that is customer focused and services the information flow needs of   your intended target market audience as well as but not limited to :

• your marketing  department
• your Public relations management team 
• enhance your sales team and  sales related administrative staff
• enhance your customer care and  related Public relations needs
• solve  after sales queries and offer  product  information updates
• interface between your various social media marketing teams and administrative staff
• act as an online brochure 
• act as a cold calling business rep.
• act as a lead generation source
• So many more purposes that are at first hidden and not very obvious at first glance.

The HOA (Hangout On Air) embedded below where +Ammon Johns  and +Vincent Messina  discuss QUALITIES OF AN EFFECTIVE BUSINESS WEBSITE  is  very helpful  in expanding the issues that you need to consider when determining the purpose of your web site. Take note that the purpose of having an online presence and a website will vary  considerably from company to company.

This HOA helps explain the PURPOSE of your web site!!!   Watch and enjoy.

Remember to document what you think is the purpose, aims and objectives of your web site, and be sure to share this with your marketing team.   Then ask that other departments in your business read over this document and ask them to comment where they think their department fits into this document, and what they feel that you need to add to this document,  discussing the purpose, aims and objectives of your web site.

Do not ignore this input, but act on it and take this feed back to your design team asking how this new perspective can be integrated into your existing website in ways that enhance your customer experience.

Be sure that your social media team are aware of this document discussing the purpose, aims and objectives of your website. Also ensure  that your social media marketing team makes good well balanced use of this information when doing their stuff within the social media environment.

It is vital that your SEO (Search Engine Optimisation) team  are aware of this document and make use of this when working with other departments  as well as your various different  marketing teams.  This will help to ensure that your SEO is better integrated into your total marketing plan.

Your document discussing the purpose, aims and objectives of your web site needs to be reviewed and updated at least once every month, then the revised document should be discussed with all your marketing teams, asking how these changes impact on their work.  If there ARE NO CHANGES  ask your entire marketing team WHY ARE THERE NO CHANGES because things are constantly in flux, and many of your aims and objectives should have been accomplished within one month.  You may also have thought of a new purpose that is not listed, but not added it.  Be sure to add all new purposes identified, as this will have an impact on the content of your web site, and may give your content marketing team new perspectives that they can exploit..

Do you have a web site policy document for your business?

If not then make a plan and develop a website policy document as part and parcel of your business policy documentation that is part of your business plan.

Your web site should be updated regularly and maintained  property by the same team who designed your web site.  Your web site is your primary online asset, and needs to be treated with the same respect that you treat your office space, taking into account that this is the digital entrance to your business, so your web pages should display the appropriate style and branding that your customers would expect to find when they walked into your offices.

Your website serves a multitude of purposes, and each of these purposes needs to be listed in your business plan, and then also listed in your marketing plan, as well as in your business policy documentation.

Do you use the social media as a link building tool within your SEO strategies?

Link building as an SEO tool

Well I advise everybody to document everything they do, but *UNFORTUNATELY* I do not practice what I preach...

I do need to start doing this myself, as when the smelly stuff collides with the wind making machine, and your rankings go south at a great rate of knots, and you have not been keeping good records of what is done, what is not done, and who is responsible for the different pieces of your SEO then you have *REALLY BIG PROBLEMS*

Keeping checklists for tasks, and who is responsible to ensure that the task is integrated into your total marketing plan can be a real pain in the wrong spot, but it sure helps when problems decide to show their true colours and your online rankings take a tumble.

Most marketing managers, and especially those within the *SOCIAL MEDIA ARENA* do not fully comprehend the needs to integrate all your marketing both online and off line into a single marketing plan, where SEO and related\matters take the steering wheel and control many of the marketing issues in a well managed and efficient manner, that pushes your online content closer to the top of the SERP's  (Search engine Results ages) in many strange and devious ways.

Social media is the biggest and (currently) most powerful link building platform that we have ever experienced.  How you use the social media to create powerful link building opportunities for your online work is not well understood, and then there are them folks that tell you *LINK BUILDING IS DEAD* who confuse many, and cause a vast array of different problems within the SEO Industry.

Links are still one of the most  vital parts of your SEO (Search Engine Optimisation) efforts and their value must not be underestimated.

That being said, one must also not underestimate the damage that can be caused by link farms and other bad link building tactics.  How you conduct your link-building practices does need to be  clearly defined  and documented as part of your SEO policy.  Then you also need to keep records of all social media posts that are part and parcel of your  link building activities.

Your company link building policy document, which is a sub-document in your SEO policy  must be shared across all marketing platforms, both online and off line, as every marketing effort has some impact on your SEO.  This could be in the way that you influence your target market audience to use specific key words in their search queries or how you influence your copy writer to frame certain issues, or any number of other seemingly UN-important issues.

Social media managers need to be on top of the issues that impact on your SEO, and use these intelligently when passing  instructions to  others  like, but not limited to the list below. :

• what to promote, 
• how to promote specific issues,
• where and when to promote your other online efforts.
• what links to use within specific social media posts
• how to frame social media posts that link to other social media profiles
• how to ensure that the author of specific articles gets credits for their online works

 If you are not using the social media as a link building tool for your bog and your web site, then you are loosing out an a great opportunity.  From a #FUFISM based\perspective the social media is the powerhouse of you link building strategy, and this needs great care and lots of *SPECIAL ATTENTION* to details as supplied by your SEO team.

Those who tell you that link building is dead, need to be viewed as suspect, and their intentions need to be evaluated carefully.  You need to have an honest discussion with them about the value of social media in general, and what impacts the social media has on your SERP's. (Search Engine Results Pages)  If they tell you that the use of SOCIAL MEDIA improves your SERP's, then you need to ask them to explain exactly how this is done, and if this can be achieved without linking to your online content from your social media posts at all.

listen carefully to their explanations, and ask questions!!!!

Evaluate and then decide which way, because many have been ill advised that link building is dead, and these people may be acting on that advice, which is very dangerous.

Remember that there is plenty of bad advice online, so take your time and evaluate all advice carefully,  before accepting or rejecting any advice.

See these links to expand the conversation on the value of link building...

http://4ubrand.blogspot.com/2014/04/social-media-issues-and-serps.html (Social media and SERP's)
http://4ubrand.blogspot.com/2012/09/is-seo-dead.html  (Is SEO DEAD?)
http://4ubrand.blogspot.com/p/blog-page_4.html    (Issues with Link building)
http://4ubrand.blogspot.com/2014/07/what-is-value-of-link-in-2014.html  (what is the value of a link)
http://4ubrand.blogspot.com/2014/08/what-link-building-tactics-do-you-use.html (what link building tactics do you use)
http://4ubrand.blogspot.com/p/blog-page.html  (what is SEO)

Just in case you need to know more specifics about any component of your SEO policy,  remember that you can use our internal search tool to search for specific subjects within the SEO field.   Look in the top right of the screen when using a laptop or PC...  If you do not find what you are looking for when using our search tool, then leave a comment and our team will try and help you out as best we can.  If we can not help you directly we will refer you to and expert who can.

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.

what is FUFISM and why should you care http://4ubrand.blogspot.com/2015/06/what-is-fufism-and-why-should-you-care.html

  

 +fufism   http://4ubrand.blogspot.com/p/fufism-functional-user-firendly.html

What is OLSEO ans why should you use it http://4ubrand.blogspot.com/2015/04/what-is-olseo-and-why-should-you-know.html

Is SEO important to your company http://4ubrand.blogspot.com/2015/05/is-seo-important-to-your-company.html

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

What is FUFISM and why should you care?

What is FUFISM and why should you care?

Well 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)

Read more about these three sectors of SEO here 

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.