Thursday, March 18, 2021

What is SEMANTIC ENGINEERING ?

 #SemanticEngineering is just good old fashioned Search Engine Optimization dressed in a new suit



Within the Search Engine Optimization Industry there have been so many changes during the last few years that one's head will spin irrationally. It has thus become very difficult to explain what exactly it is that those of us who practise the deceptively difficult art of Search Engine Optimization actually do, especially when one of us  steps into your marketing campaigns as a consultant, coz you want the top search engine spot.


So there is plenty of history around describing how we, as search engine optimization tactitians got to where we are now in 2021. There was even a public perception management campaign pushing the story that SEO IS DEAD ( #SEOISDEAD ) Do a little research around that topic for yourself, but think of Semantic Engineering and the new machine learning tactics used by search engines to build data bases around digital entities and each digital entities connectedness to specific topics and information themes, storing this information in many formats.


Knowledge graphs and entity connectedness maps are just some of the new semantic engineering tools used by search engines in evaluating the semantics of your online assets, or the Semantics of a search query.


The SEO INDUSTRY is still trying to figure most of these new Semantic  search tactics used by search engines, and one does need to be awear of the black hat search engine optimization tactics that activate punishment algorithms which may have your digital assets removed from all search engines.


Most of the history within the semantic engineering landscape is good and can be relied on as data to plan your way forward, but some is just pure poison that will destroy your online reputation and have your online assets removed from most search indexes within days.

 

Within the world of SEMANTIC ENGINEERING or good old fashioned Search Engine Optimization, Following best practices from the past may not be the best thing to do, coz some folks tried to kill the goose that laid the golden eggs, (read #BlackHat SEO ), so the big giant  ( read GOOGLE ) cooked the goose, whafting the delicious smell through the interwebs and chased all those who asked for a piece out of town ( read introduction of algorithmic penalty for cheaters) 


Now as with any engineering, like civil engineering, mechanical engineering, electrical engineering,  chemical engineering, new processes, tactics and procedures are always an issue, so reading, networking, researching and experimentation with new equipment and  techniques is always needed to stay on top of your game.


More than 90 % of an SEO TACTITIAN or SEMANTIC ENGINEER's  time is spent doing research and experimentation,  testing search results. About five percent of our time is spent in meetings, 2 % discussing tactics with co-workers and the rest arranging your work flow issues needed to get the attention of search engines.


Now doing your  physical SEO WORK is not something that a semantic engineer would do personally, but giving your marketing team a written guideline and set of instructions on what physically needs to be done is the job of a SEMANTIC ENGINEER. In other words, a semantic engineer establishes a set of processes and procedures that your marketing team needs to implement as a team of committed individuals, all working on different aspects of ensuring that your intended target market audience - 

A) find your online content within the SERP's or Search Engine Results Pages

B) select your link from those offered by the search engine in their SERP

C) consume your content then click on your desired call to action statement within your online assets.


Things like writing code to perform data base actions using an end users information to calculate answers such as foreign exchange calcs, or shipping costs is not done by a semantic engineer, but rather by specialists in these fields such as a data base technician or python coding specialist.


Semantic engineers connect the dots between you online assets and search engines indexed pages through a vast array of avenues, so that search engines may make a semantic match between your online assets and an end users search query.


This is no easy task, and it is becoming increasingly difficult, as the search engines are using ever better algorithms to understand both the search query and your online assets purpose and intentions.


Remember that purpose and Intentions form the core of all communications, so how will you convey this to search engines so that they may use this in a meaningful way?  You thus need a semantic engineer to engineer the semantics of your online content to suit both user intent  ( read your actual online audience ) and general search engines like Bing, DuckDuckGo or Google.


So semantic engineers are just well qualified Search Engine Optimization Tactitians, who use many different avenues both online and offline to do proper search engine optimization.


Remember that your intended online audience needs some help in forming their search query, so that your intended target audience types your desired #KEYWORDS or semanticaly similar phrases into the search box or their search query.


This tricky piece of physcological manipulation of your intended online audience thinking patterns and thought processes, is just good old fashioned marketing. Here semantic engineers arrange things like radio talk shows, road side bill boards, flyers, marketing brouchers, magazine and newspaper advertising that connects your desired target market audience with your social media and other online assets. The reason here is to put the semantics of your online assets in to the thinking patterns and thought procedures of your intended target market audience and hopefully when your off line audience goes online to search, they will use your semantics.


THE RESULT  !!! a semantic match between the search query and your online assets. 


Successful semantic engineering is a daunting task. SEO or Search Engine Optimization is a multi disciplined task and requires huge amounts of team work between many different departments, many of them not even directly involved with website creation, use or maintenance.


A good definition of SEO is quoted here 

start quote ***


Search Engine optimisation is all the work done by your marketing team and their various partners to ensure that your intended target market audience

1) find your online content in the Search Engine Results Pages

2) choose your online content from the provided Search engine Results Page

3) consume your online content and  perform a Call To Action within the page discovered in the SERP's.

End quote ***


So a brief one sentence answer to the Question "what is semantic engineering " would be -

*******

Semantic Engineering is the implementation of Search Engine Optimization tactics in both the online and offline envionments.

******* 


Thanx for reading, please leave a meaningful comment. 

Sunday, December 13, 2020

What is FUFISM and how do I use it ?

 What is FUFISM, and how do I use it? 

FUFISM is an acronym for Functional User Friendly Integrated Social Media,  which is also a marketing philosophy where SEO or Search Engine Optimization and Social media marketing  work as a married team of two, to manage and manipulate the #SEMANTICFOOTPRINTS and SEMANTIC TRUST of your #DigitalAssets


Now digital assets are all your online content holders such as but not restricted to :

  • Web pages

  • Blog posts 

  • Social media profiles

  • Individual Social media  posts 


So your website and your blog as well as your Social Media posts are seen by search engines as a collection  of related digital  entities, which each  have their own Semantic footprints. Each of these digital entities ( web page, blog post or social media post ) that are owned, managed or maintained by you, is one of your  digital assets.


Every digital  asset that you own has a semantic footprint, and this semantic footprint is initially restricted to the #IPSEO or In Page Search Engine Optimisation ( read the entire HTML CODE )  for your web page, blog post or social media post.  The outbound links within this #HTMLCODE expand the conversation  and the depth of understanding of specific semantic concepts  within the context of your original content.  These out bound links may be internal or external.


This expansion  of the conversation, through outbound links  has many  ripple effects within the SEO ENVIRONMENT  and the one we are most concerned about is the tread depth of the semantic  footprints for our online content, especially those areas that cover the primary  keywords  and topics for which we want to rank within the SERPs or Search Engine Results Pages.


Depth of Semantic footprints is directly related to Semantic trust and associated contextual linkages, so an understanding of all link attributes is  needed.

The value of links has changed drastically over the years, and today links are the primary  tool used to extend and enhance the SEMANTIC FOOTPRINTS and associated trust factors of your online content, making it very difficult to define the value of any individual link to, or from,  your online content.


#InboundLinks add value to your semantic footprints as these inbound links expand the conversation of other online  content, and deepen any search engines understanding of the intent, purpose, aims and objectives of both ends of the connecting link. 


Inbound links often called  back links, have different value Indicators  to outbound links, and having both inbound and outbound links for your online content is essential.  A large portion of your inbound links should be coming from your social media marketing efforts,  and you should take great care to ensure that the semantic intent of your  social media marketing matches the semantic intent of the linked to digital asset.


Matching the semantic intent of your social media campaigns to the semantic intent of your online digital assets is not so easy, and you will need to be careful how you do this.  


The trick is to avoid being a semantic spammer,  while pushing  hard on the semantic  linkages between your social media marketing efforts and your  website, blog and other digital assets.  The connectedness of your blog, your website, your social media posts and your other digital assets is the real issue that you need to worry about.


Links have more value within the SEO SPACE  today than they have ever had, as links are the tools used to extend the semantic linkages and semantic trust between your digital assets 


This connectedness of your  digital assets is what  gives your semantic footprints shape, colour and tread depth, allowing your collective semantic impact to add value to each new addition that you place within your  digital  asset base.  The bigger your digital asset base the more difficult it becomes to define and seperate any individual digital asset within  this collection of digital assets that you are trying to manage, from an SEO perspective.


This is where SEO  and social media need to work as a married couple, and team up as managers on equal footing , ensuring that all the other role players, such as but not restricted to this list work in a co-operative manner.


  • Graphic design artists

  • Video content creators 

  • Copywriters 

  • Web design teams

    • HTML CODERS 

      • META DATA for images and other  inserted files

      • Link anchor text and image alt text 

      • Keywords, titles, descriptions  and related issues

      • File naming and folder issues

      • SITE NAVIGATION and link structure management

      • Schema Mark up 

    • Information flow and conversion funnel managers

    • VISUAL LAYOUT FOLKS

  • Blog content creators 

  • Marketing and sales folks 

  • Public relations management team 

  • Link building and brand building folks


These above items should all be understood to be subservient to these two partners ( SEO and Social media)  and work collectively as a single well managed family, where semantic footprint  management, along with SEMANTIC TRUST  are the prime concern, and connectedness along with contextual linkages are the major drivers of information flow patterns and tread depth of your semantic footprints.


So what are  Semantic footprints and how does one manage them?


Eish!  Ok an awful lot of questions and and some new concepts that take a bit of serious thinking about how search engines  use semantics  and specifically  the Semantic Footprints along with semantic trust of your digital assets to match search queries to your online marketing content or Digital  assets 


  • This is a very  important online marketing concept, where  search  engines in general are beginning to improve on Semantic matching  as a technique  to supply better search results, where the #SemanticIntent of a search query  is matched  to the Semantic intent of individual digital entities

One manages  your semantic footprints along with SEMANTIC TRUST through careful SEO PRACTICES where link building is the primary  tool used to generate tread depth for your semantic footprints, and the social media space is used as your primary link building avenue.


Expanding the conversation through outbound links to include authoritative confirmation of issues discussed in the original content is essential, as is high lighting the expertise of contributors and building trust between digital  entities and your target market audience.


The new concept of E-A-T or Expertise, Authority and Trust all form part of the #SemanticMakeUp of your digital assets, and thus also  contribute to the depth of tread for your semantic footprints. 


But remember that your digital assets are understood by search engines such as BING ( www.bing.com  )  DuckDuckGo ( www.duckduckgo.com ) Yandex ( www.yandex.com ) Baidu( www.baidu.com ) and Google ( www.google.com ) to be digital entities 


One needs to also consider the fact that all search engines view offline entities, including people, as digital entities. 

This means that search engines view individual persons as digital  entities with personal online semantic footprints,  which  may be  likened to your fingerprints as a method of identifying you within the interwebs.


So you as an individual person, as well as each of your  web pages, blog posts and social media posts are seen as individual  stand alone  digital  entities. That being said,  one now has to consider how does one go about telling search engines that these digital entities belong together as a group, which consists of a few sub groups within the main collective group of your entire digital assets base.


 This is important because  the semantic footprints of these digital assets are indirectly  connected to your physical business or organisation, as well as the individual people working on your online content in any way, through their personal semantic footprints  which search engines create  from the online traces and links that  are left behind when you access the interwebs. 


Separating your  blog posts from your web pages and social media posts is a big issue as far as the SEO or Search Engine Optimisation industry is concerned. Here the manner in which you cross market  ( link building )  between your website, your blog and your social media efforts is of grave concern where content duplication is the primary  problem child


Reworking old content, instead of just plain and simply remarketing old content that is #EverGreen and always relevant  to your end user target market audience, is a serious problem as far as content duplication is concerned.  Excessive content duplication may be viewed by search engines as #SemanticSpam. 


Simply editing old blog posts, web pages and other editable digital assets you  may own or manage can also have significant positive impacts on your SERPs


Often just  editing  an old blog post  will have positive  impacts on your Search Engine Results Pages. Here we are talking of  changing or adding things like but not restricted to

  • new pricing structures

  • changes to phone numbers addresses and other relevant contact details

  •  a new social  media profile

  • changes to inpage information due to out side influences like changes in foreign  exchange rates which influence prices . 


Editing old web pages to include new HTML influences and tactics such as  the schema Mark up code, amongst many others, is an important SEO task. Sending your desired target market audience to your blog posts and web pages as part  of any marketing or conversion funnel inflow pattern is the job of your social media marketing team.  When these two team up and work together it is known within the SEO industry as #OPSEO  or  Off Page Search Engine Optimisation 

OPSEO or Off Page Search Engine Optimisation is basically all the online marketing that  you undertake within the Social media environment as well as within your other digital assets, such as web pages and blog posts which are relevant and related, that are specific to your online content in question. 


Off Page SEO is a powerful online marketing  tactic that has many hidden and well disguised impacts on your SERPs.  The main impact is the tread depth of your semantic footprints and the ripple effects within the E-A-T environment. The most important part of OPSEO is the link building that comes along for the ride.  This is because of the expansion of the conversation to include the E-A-T factors.


E-A-T factors are Expertise, Authority  and Trust

Now coming back to FUFISM,  the use of social media is the primary  driver of your Semantic footprint generation.  Each link that you place within your  social media posts adds to the semantic  weight, and Semantic footprint  tread depth of both your social media profile along with all its digital assets ( read social media posts ) and your linked to digital  asset, such as blog post or web page. 


Each link to your social media profile within your blog and website adds to the tread depth of the semantic footprints which  your  social media profile leaves within the #InterWebs . That being said you do need to avoid spamming the system, as all search engines have tools to  punish those sites that use spam tactics. Overdoing anything causes problems, so evaluate how you approach link building within the social media environment.


#LinkBuilding is a very serious affair that needs great skill  and deep understanding of the impacts of links on your Semantic footprints.


 Both sides of the link need to be considered, as things like authoritative influence and entity connectedness form part of search engines consideration strategies, when matching search queries to online content, which is presented to the end user as a #SERP or Search Engine Results Page 


FUFISM  or Functional User Friendly Integrated Social Media is thus a marketing philosophy where user intent is the key driver of new blog posts, web pages  and social media posts. 


These new digital assets all add value to the collective SEMANTIC FOOTPRINTS of your digital  asset base, and are created with user intent and  purpose in mind. If search engines can interpret the intent of your online content, then they can match  this intent with the intent of the end user who is looking for solutions  to his or her problems.


Matching  the purpose of an online search query with the purpose of online content is not a new search  engine tactic, but machine learning has just recently added new dimensions  to this, through expanding the semantic evaluation techniques used by search engines, for both queries  and online content. 

The impacts of machine  learning within the samantic evaluation processes which search engines undertake must not be under estimated 


Purpose is a very big part of semantics, as is intent, aims and objectives. Links, both to and from your online content allow search engines to better understand the semantics and connectedness of your online content.

More connectedness equals deeper Semantic footprints for your digital entities 


FUFISM is all about understanding the methodologies of search engines, then creating online marketing content that satisfy the needs of both your desired target market audience and search engines,  so that  search engines may connect your  desired target market audience to your blog posts, web pages or other digital assets. After all online marketing is all about  getting your intended target market audience to flow through your  #ConversionFunnels and complete the desired  CTA or Call To Action within your web pages or blog posts and become a loyal paying customer.

So how do you get a prospect to enter any of your Conversion funnels?  

The short and sweet answer is  : use social media marketing. 


Once again the connectedness of your  different social media profiles, your blog and your web site is an issue for search engines, and the connectedness of your  digital assets,  adds value to the semantic footprints generated by your  collective cross marketing between your

  • Web pages 

  • Blog posts

  • Social media posts


The online world is connected to the offline world whenever a human being uses the internet in any fashion...

Now the FUFISM MARKETING philosophy  says that  you  need to  add an offline element to your online marketing. This is done in the newspapers, magazines, radio, TV and related print media advertising. The idea is that  you  need to introduce  your  desired online target market audience to your  product and its related concepts, and ensure that your branding sticks in their minds, so that when they do an online search, they use your desired keywords and related semantics in their search queries.


Off line  Search Engine Optimisation or #OLSEO is a strange concept for most folks, as one can not directly see how SEO or  Search Engine Optimisation is connected to a radio advert.  I mean how are the off line world and the online world connected to each other ?   The idea is to get your desired keywords and topics in your intended target market audience thinking patterns and thought processes, so that they will use these words when doing an online search.  


Once again The online world is connected to the off line world when ever a human being (read end user ) uses the internet in any fashion… 


This means that when an end user is using your online resources ( read web pages or blog post ) the off line world  and the online world meet through human interactions. 

The initial collision or meeting  between the off line world and the on line  world happens  when an end user uses a search engine. 


So FUFISM is quite  a complex marketing philosophy where  the online world and the off line world colide and produce viewers  (end users ) to your online marketing content.

The trick is to predict the impact of this collision, and what tactics search engines will use to match search queries to your online content and produce favourable SERP’S or Search Engine Results Pages for your online marketing content. 


FUFISM or Functional User Friendly Integrated Social Media  is all about using the social media  as a link building tool,  to expand  the semantic connectedness of your web pages, blog posts  and other digital assets in a well managed, easily undetstood and user  friendly manner, which  both search engines and your intended target market audience appreciate.


Saturday, December 12, 2020

What is Semantic trust and why should you care ?

 What is Semantic trust and why should you care ?


So to answer this question one first needs to establish the context of the question. This is all about search, and establishing good SERPs.


SERPs or search engine results Pages are the search engines responses to our questions or search queries, and search engine optimization or SEO is the multi disciplinary and collective efforts of your marketing team and their partners, both internal and external, to get favorable results within the online search environment.


SEO is a very simple, yet rather complex affair with a host of small easy to implement STRATEGIES which need to be Integrated into a single well planned tasks list.


SEMANTIC TRUST is the key element used by search engines when they evaluate your online assets with the intention of matching your content with a search query.


This makes #SemanticTrust an important search engine optimization value indicator.

Like natural trust within the human population, semantic trust within the SEO environment is an earned thing which can not be purchased.


There are short term semantic  trust signals which may be purchased, that survive until extra data is available, which does not support the purchased short term semantic trust signals. Search engines then do a double check, discover that you cheated, and punish your online assets with anti trust markers, causing your online assets to fall out of the SERPs, and in extreme cases banning your domain from appearing in all SERPs. Purchasing semantict trust signals is a BLACK HAT SEO STRATEGY 


Semantic trust is a strange and difficult to explain  issue , where connection between all online assets is evaluated for contextual similarities, and connectedness as well as similarity in intent and other related semantic linkages.


Semantic trust is a measure of interconnectedness between online assets, and an indication of semantic similarities between online assets.


Now link building needs to be properly understood in terms of semantic trust building.  The purpose of link building has new dimensions in the SEO space, as link building can be juxtaposed with semantic trust building.  So link building and developing semantic trust need to be seen as one and the same thing, but looked at from different angles.


The follow / no follow attributes within the HTML CODE  of links is a helpful tool to inform search engines of the intent of your link in terms of semantic trust building.  If the linked page is an advert or other distraction it should be NO FOLLOW . If on the other hand the link expands the conversation in a meaningful manner it should be FOLLOW  


Links where the follow / no follow attribute is not present are treated differently to those where this attribute is present. You do need to evaluate the inclusion of this attribute carefully, and only use it when you want specific desired links to carry or not carry semantic trust signals.


Those in the link building game might tell you other stories, but listen, then do your own in-depth evaluation, and decide  if you will use the follow / no follow attribute, and why you made this decision. 


Remember that Semantic trust is a long-term issue that has zero short term fixes. Just as in human interaction once trust has been violated, it is not easily repaired.


The social media is a very large and powerful semantic trust building tool. Once you realise what search engines have been saying for a long time, about quality signals, and juxtapose Semantic trust with quality signals, you will be able to wrap your mind around the power of adding semantic signals to your online content within the HTML CODE of your online assets.


Here we are talking of things that are very simple to achieve, like adding page titles, page description and keywords. You do need to  " BOX CLEVER " and apply your mind carefully here. There are pitfalls and hidden traps that you need to consider and avoid. Keyword spamming will get you into trouble. 


Be sure to understand the 

  1. Purpose of the content on question

  2. The intentions of the page in question

  3. The aims of the digital asset in question

  4. The objectives of this specific digital entity


Now these four terms, content, page, digital asset and digital entity are all one and the same thing, but viewed and approached from different perspectives. Semantic trust development is much the same, where you get different digital entities to link to the digital asset in question, in a manner that the conversation is expanded, staying on topic, but supplying supporting information or adding to the UX  (User eXperience ) in a meaningful manner.


This is stuff most SEO FOLKS understand and use on a daily basis, but do they comprehend that these links need special attention, and wording of social media posts needs to be optimised carefully, taking into account the purpose, Intentions, aims and objectives of the landing page in question.


Now Do not get confused by terminology, coz where the social media link points, it lands, making that page a landing page. This type of landing page must be sepertated from the landing pages that are designed for search engines, though it can be such a landing page. 


If your links come from the comment streams of your social media content, then the semantic trust factors can be very positive, and influence many other scores in positive ways. There are many hidden and devious things that happen on the search engine side here that get confusing.


Things like publisher tags, author tags, contributor tags and your unique brand, product or event hashtags all add some degree of hidden semantic trust factors due to other linkages and inbound links from other conversations where contributors, publishers or related digital assets are present.


Semantic trust only really gets attention when it goes 4 or more levels deep within link structures and still remains on topic or can be seen to enhance the conversation adding semanticaly relevant elements that enhance the user experience and information flow patterns.


So level one is your web page or blog post, level two is your initial social media post, level three is the first line shares of your social media post, level four is the comment streams, discussion forums and other places where your online content is discussed. 


You need to be part of the discussion, and actively participate, sharing pre defined links with pre planned wording and contextual linkages in mind. Some folks are already doing this, and they are Social media stars, put in place through semantic marketing tactics, some knowingly others not.


Few folks actually grasp the issues discusded here, if you did not, do not fear, as this is new territory, and there are many hidden issues, most of which reveal their secrets with just a little bit of digging.


So you need to do a little research ( digging ) yourself personally.  Look up " semantic marketing "  using your favourite search engine for other folks insights and tips on how to get good SERPs.


#Frankie2Socks 

#FUFISM 



Wednesday, October 23, 2019

The power of Twitter within the SEO space

Last night I was in a Twitter discussion where SEO issues were discussed, and the issue of social signals came up.  



Many  SEO PRACTITIONERS will tell you that social signals have no influence on your search engine optimisation strategies in any shape manner or form, and personally I believe they are right.  How ever the power of  individual tweets is a whole other animal, and some tweets can have a truly astounding impact on your individual online assets in strange and devious ways that at first glance seem unrealistic.

To understand the power of an individual tweet there are many different things that need to be understood, with the two main issues bring

  • Duplicate content
  • Website architecture
The first thing that one must clearly come to grips with is that each tweet must be annalized and dissected as a stand alone web page.  In every social media platform, your individual posts  are actually deemed to be stand alone web pages, and most folks have great difficulty in digesting this

Now the questions start to pop into your thinking patterns and thought process.... What does the website architecture of your social media activity look like.  In this post we will deal exclusively with Twitter and how your posts on twitter carry #SEOJUICES to the rest of the internet. The SEO juices of a single tweet can be very powerful and carry a great deal of influence in ensuring that individual digital entities recieve rather serious boosts within the Search Engine Results pages

So in Twitter your user name or Twitter handle has a host of different activities, and different uses, some are easy to understand, and others are exceptionally difficult to grasp untill you realise that web site architecture can be, and is indeed used in two distinct and different ways within the twittersphere.

The first one is simple and uses a flat structure where all your tweets are chronologically placed one under the other in the space.  Twitter.com/username/tweet, most folks understand this, as that is what they see within their twitter profiles when they look online?

Think domain/folder/subfolder


The second set of twitter architecture is where all the fun and games take place. This is an exceptionally complicated space where sub domains and nested  drop down folders that can be multiple layers deep, with  rather wide sub level bases. These are found hidden in structures, much like an organisation staff organogogram 

At the top is your original tweet which lives at http://username.twitter.com/tweet

Think subdomain.domain/folder where each tweet is considered as a folder within the subdomain 


Think USER.TWITTER.COM 

Next are the first level replies / comments on this individual tweet.  This level can be very wide, as each comment / reply to your original tweet will sit in this space.

Think USER.TWITTER.COM/ORIGINAL TWEET/ REPLY

Next level down is the replies / comments to the first level of comments / replies.   Then there may be more levels going deeper down the list as each new comment / reply slots into its appropriate position within the developing nested web site architecture, leaving a mass of sub folders containing each new comment / reply in a structured drop-down set of sub folders.

 This will look very much like a company staff chart, with a single boss and a number of workers who are directly responsible to him / her.  Where each first level reply / comment will sit on this level, spreading the first level base as far as there are new replies / comments on the original tweet in question.

This is now where things get rather sneaky and very interesting, coz replies / comments to sepperate posts at this level will drop down into the second tier of the resulting website architecture. Just like the boss in the company has workers who report to him directly, So each reply / comment will have its own list of second responders.

Think   USER.TWITTER.COM/FOLDER/SUBFOLDER

Each first level response will have its own second tier, and the second tier may have its own set of responses in a third tier. These third tier responses may have their own responders who will form the next tier within that individual drop down list.

This can and does get out of hand on long twitter conversations.  So be warned that this is very complicated, and rather messy, making it difficult to put into proper perspective.

Each of these individual tweets may also have likes and shares, then also reshares of shares complicating things even further. The likes do not carry any true SEO VALUE, as they are deemed to be social signals, which most search engines tend to ignore, or give little value within the SEO environment. That being said, the share factor is some what different, with each share bring treated in much the same fashion as the original tweet

So this website architecture is looking like a simple drop-down structure that has an easy to follow make up, with the sharesand reshares taking the same structure, but being placed adjacent to the original tweet

Now that we have the website architecture under control, and can see the flow of tweets in a business staff type organogram we can get into the real meaty part of the discussion

The content of each tweet is now evaluated from a Semantic perspective, starting at the top spot, and flowing steadily through each level with all of the sepperate sublevels bring indexed and evaluated.

Standard SEO evaluation by search engines is applied to each comment in the comment stream, taking into account this list and MANY OTHER ISSUES


  • where in the nested loops the comment resides
  • What the semantic context of the tweet consists of
  • are there any out bound links to pages that expand the conversation
  • What is the site authority and page authority level of any such linked to page
  • are there any inbound links to individual comments
  • Is this comment stream part of an embedded twitter post
  • Who are the folks commenting
  • How fresh are the comments
  • Are the comments relevant to the conversation
  • Should the comment get spam treatment
  • What was the purpose and intent of each tweet in the comment stream


Because each comment is seen by the search engine as a stand alone web page, the interlinking between each comment is evaluated, where the level within the site architecture is used as a link referral base and out bound links add tremendous value to the SEO link juice of those tweets which contain them, adding SEO value within the entire conversation chain.

This can thus add true value within the Search engine optimisation flow patterns to all the out bound links, with any out bound links in the original tweet getting the lions share of this link juice. The closer to the top of the conversation an out bound link is found, the more link juice it should carry, but this is not always true, as there are many different factors that influence the flow of link juice from a social media conversation.

It can thus be seen that the SEO value of a Twitter conversation can become a very powerful and much appreciated boost to the individual online assets which may be linked to from within the comment streams of a tweet

By on line assets I mean web pages, blog post,  social media profiles or any online content such as images, videos or PDF documents

 Twitter is thus an extremely powerful link building tool
 






Monday, September 03, 2018

What are Semantic Footprints ?

Semantic footprints are a relatively new concept where search engines and other online  snooping sites use the traces thst one leaves behind in the #InterWebs to identify and monitor activities of spe ific digital entities

Digital entities are quite strange things too, and there are a few supprises within the interwebs, as there are many offline entities which have an online existence, as discussed in Wikipedia here  

Things like web pages, blog posts, social media posts and the likes are also digital entities, and as such they also leave #SemanticFootPrints.  The initial semantic footprints of your online digital assets  ( read web pages, blog posts, social media posts and the like ) consists purely of the HTML CODE , which is expanded on by links to and from each specific digital entity.

Semantic footprints can be likened to your fingerprints as a method of identifying you, or any other digital entity within the Interwebs. Besides identifying any specific digital entity, semantic footprints also describe and interpret the purpose, aims, objectives  and intent of every digital entity.

Semantic footorints are used by search engines to match the intent of web pages with the intent of search queries, and then add this info into the mix of things when supplying a #SERP or Search Engine Results Page.  

It thus follows that the SEO or Search Engine Optimisation industry needs to catch a small  wake up, and take cognisance of SEMANTIC FOOTPRINTS and how search engines are  using semantics to improve search results.


Friday, November 17, 2017

What is hashtag marketing, and why should you use #HASHTAGMARKETING

So there are two questions

1) What  is hash tag  marketing ?
2) Why should you use hasH tag marketing ?

Hash tag  marketing  is a complicated marketing  strategy, which is easily  implemented  once planned.   The complicated part  is doing the SEO or Search Engine Optimisation, and then ensuring that the planned SEO work, fits into the total marketing  plan, in an integrated and managed  manner.

This sounds simple when written   here,  but believe you me,  there are many pitfalls that you need to be awear of, and I have discussed this with many different  marketing folks, who each have a different focal area, or a different  approach  to  solving the many different parts  of this equation.

Problems start  when different  perspectives of the purpose of SEO show  themselves  within your marketing   team.  You do need to remember that SEO  or Search  engine optimisation  is ALL THE WORK  done by your entire marketing  team  to ensure that your online content is discovered by your Intended target  market  audience, who then follow through, consume  your content and activate  your  CTA  or  Call To Action.

So before we discuss hashtags, we need to have an understanding of SEO, because  #HASHTAGMARKETING is a very special, and super powerful  #SEOTOOL  Now there are many SEO TOOLS THAT HAVE IMENSE POWER,   but none come close to the power of hash  tag marketing.

SEO has three distinct  segments which  are all three stand alone projects,  but they  work as a team to get  consumers  to consume  your online content. These three distinct r SEO SEGMENTS are

1) IPSEO  or In Page  Search  engine  optimisation
2) OPSEO  or Off Page Search Engine optimisation
3) OPSEO or Off Line Search  engine  optimisation

Segments 1 and 2 are well known and discussed  at great length by many  experts  within the interwebs these are the standard  SEO  things such as the stuff in the HTML  CODE  ( IPSEO )  and all the supplemental marketing   ( OPSEO  ) including  but not limited to
CONTENT  marketing
COPY WRITING
IMAGE CREATION  AND EDITING
VIDEO CREATION  AND EDITING
KEYWORD RESEEARCH
TECHNICAL ANALYSIS OF EXISTING ONLINE CONTENT
LINK BUILDING / LINK AQUISITION
SOCIAL MEDIA MARKETING

Then we  get the really  interesting   stuff in the OLSEO or Off Line Search engine optimisation, which is the space where you use your in depth  knowledge  of your intended target market audience to do off line marketing  of your online content.

So once again SEO or Search Engine  Optimisation is ALL THE WORK  done   by your entire marketing team  to ensure  that your intended target  market  audience  finds your  online  content  when searching for your selected  keywords within the online line environment, then select  your link in the  Search  Engine  Results  Page, then consume your  online  content, following  through  with clicking on your  DESIRED   ( primary  ) CTA or Call To Action.

It thus follows that the primary purpose  of Search  Engine  Optimization is to ensure that  your online content is

  1. Found by your target  market  audience  within the SERP'a  of your intended  target   market audience's  favourite  Search  Engine 
  2. Consumed by your Intended target market audience 
  3. Activated  by a click on your  desired Call To Action within your online content. 

For your SEO  to be deemed successful you will need all three of these above purposes to be fulfilled.  SEO is not just about visitor numbers, but also  includes the aquisition  of high quality  Search traffic where your  conversion rate  should be included in the SEO  PLANNING 

Now coming  back to what is a hash tag.......

A hashtag  is a special element within the social media  environment which makes a string of characters clickable as a catagory selector, usually turning blue, to indicate that it is a clickable link.  When one clicks on an active  hashtag within the social media environment, a SERP  or search engine  results page is returned. This SERP  may be viewed in different  ways, such  as by time and date, or by relevance, or by popularity  depending on user preferences and social  media platform. 

Now the real nice  thing about hashtags, is that they are platform independent, and show up in organic search too.  So this is where  choosing  a product,  event or brand hashtag gets  interesting, and if you are lucky, you can come up with a unique  hashtag that is specific to your  marketing  needs..

See this pinterest  pin discussing hash  tags 


So HASH TAG MARKETING  is the art of using these ultra powerful



Wednesday, August 09, 2017

What is the purpose of repurposing content ?

WHAT IS THE VALUE OF RE-PURPOSING YOUR EXISTING ONLINE CONTENT.


The topic of re-purposing content is coming up a lot these days,  and this recent post by  +Neal Schaffer  is just one example.

Most folks do not realize the SEO benefits of re-purposing your online content, and the value that this adds to your #SEMANTICFOOTPRINT

The term re-purposing is also just another way of saying that you are doing content marketing.....   just saying that words are confusing to folks who are not willing to understand the context of conversations.

Your original content is already within the online environment, and re-purposing your content allows you to do all the basic SEO tricks such as but not limited to

  • CONTENT MARKETING
  • CROSS MEDIA MARKETING
  • SEARCH ENGINE MARKETING
  • LINK BUILDING
  • SEARCH ENGINE MARKETING
  • SEMANTIC MARKETING
Most online marketing folks use a host of tricks and big words to confuse management and business owners into believing their version of online marketing is different and has more value than others.  These are quite often the same  folks that use the phrase "SEO IS DEAD"  and similar attention grabbing or click bait tactics to enforce their new version of online marketing where Search Engine Optimization is vilified and   made to appear as irrelevant or irrational.

SEO or Search Engine Optimization has evolved from a links and keywords only issue, way back in the late 1990's,  into a vast complex set of issues that are all interconnected and impact on each other through strange and mysterious relationships within the semantic environments of the inter-webs.

Re-purposing your content and linking the new work to the original content in a manner that it expands the conversation,  in different platforms,  is not a difficult task, and the powerful influence of this within the semantic marketing space, where the depth of your semantic footprint is the issue at stake, must never be underestimated.

Search Engines are now using these issues in complex algorithms, to determine the intent of your online content,  so that they may match this intent with the intent of search queries.  This  matching of intent  is a very complex issue, but one that has become essential due to the vast amount of data and information available within the interwebs.  It thus follows that re-purposing your online content and linking the different aspects of the conversation around the actual intent of the original piece of content is very benificial to your SERPs or Search Engine Results pages.

This re-purposing will also give you more than one avenue of getting discovered in the search engine, as each piece of content will have an opportunity to feature within the SERP's, and if your marketing is done well,  you will dominate the Search Engine Rankings for your desired set of keywords and semantically related topics, with many different platforms featuring within the SERP's. 

Folks will be able to find your content within the different platforms, using the internal search engine features of each separate platform,   and if you have ensured that your social media marketing is within the public environment, then you will also have multiple listings in search engines,  making your brand, company or business seem much more important.  Multiple listings in the SERP's will elevate your marketing to unimaginable heights.  

Re-purposing your content has been around for quite some time, never being  spoken of as re-purposing but as content marketing, social media marketing and other confusing terms, specifically to make the folks who use these tactics, seem more important than they are.   SEO or Search engine Optimization, is in reality just a very complex integration of all your online marketing efforts into a single well managed online marketing effort.

I have been using the term #FUFISM or Functional User Friendly Integrated Social Media   for some time now, and am thus greatful to all them online marketing folks who are now begining to move away from the idea of marketing silos where each marketing platform is seen as a stand alone platform to the apparently new concept of #INTEGRATEDMARKETING