Thursday, November 28, 2013

The value of LOCAL SEO from a FUFISM perspective

To understand the issues connected to LOCAL SEO we need to put a few things into perspective. 


What is SEO is the first thing, and believe you me, this is a very big issue as many people have the wrong impression of SEO.  Quotes  from our pages discussing SEO follow to help you understand the issue.

SEO or Search Engine Optimisation should be defined as the collective effort of your entire marketing team in their efforts to ensure that your online information is found by your intended target market when they search for your information, products or services online.


a different explanation of what is SEO

SEO or Search engine optimisation is the collective online effort of your entire marketing team to ensure  that your pages are indexed in search engines in a manner that ensures that you get qualified visitors who are looking for your products, services or related information. 

So SEO  is thus not just the sneaky coded stuff that the technical guys add to your page, but includes, though is not limited to 

  • In page SEO through a variety of coding techniques within the well as  context applicable content  that is target market orientated and well written by a good copy writer.
  • SMO (Social Media Optimisation) where the social signals and related links to your online information is worked on to maximize the SEOVI that are associated with social media
  • SEM (Search Engine Marketing) where search engine results pages or SERP's are the primary concern, and your online content is focused for search engines and not the end users of your content
  • SMM (Social Media Marketing) similar to SMO but focused on your social networks and not their social interactions with your content.
  • Content marketing where the content appreciation by your  target market is the focal area and not the search engines or social media platforms.
  • Link building and related tactics to generate inbound links
Managers need to understand that SEO or Search Engine Optimisation is a very big issue and it needs to be integrated into the company marketing policy and managed from the top in a co-ordinated and integrated fashion. SEO is no longer the stand alone department that it used to be, but should now be an integral part of any online  marketing strategy.
There have been many statements saying that SEO is dead, but these are just smoke screens to get you to follow some new approach to SEO in  disguised and minimized format.

The fact that SEO is not dead, but rather very active and growing is discussed on the 4u brand blog here

These tactics and many others are discussed in our blog page discussing SEO 

So what is GEO LOCATION,   #geolocation and #geolocationmarketing 


First thing we need to establish about local SEO is that it is GEO based and thus has a local Geographically  exclusive targeted audience. GEO based means that it is based on Geographical co-ordinates which are based on latitude and longitude readings,  as in map reading, with a two figure reading reflecting the exact geographical location of your brick and mortar shop, office, restaurant or business premisses by latitude and longitude

So for local SEO to be implemented the first steps are to establish some means for Google and other search engines to know the GEO Based information about your Brick and mortar location or physical location as in street address. This is best done by having a Google Local page where your business is indicated by a pin, or other marker, that you place on the map yourself, and backed up by doing similar on BING and Yahoo's platforms, as well as any other that you deem necessary.

You also need to ensure that you are consistent with your NAP info... (Name Address Phone  = NAP) across all platforms and in all online marketing strategies. This is vitally important especially since Google Humming Bird has flown into the picture where the semantics of all your online efforts are examined and utalised to determine your semantic mapping issues and related SEOVI (Search Engine Optimisation Value Indicators)

Google now places great emphasis on your GEO LOCATION for the context of an end users search, and if searching for a restaurant will return the closest listed restaurants in the SERP's, using your geo location, because of the semantic associations of your content to the context of the search.  see this INFOGRAPHIC for a better understanding

Geo Location Based Marketing ( #geolocationmarketing ) is thus marketing that takes your latitude and longitude into account, and focuses primarily on local SEO marketing tactics.  This is also very useful when people search for things near known landmarks and such as schools, hospitals, hotels and tourism based attractions which might be near your business.  an example for a search of this nature this might be "closest restaurant to sunrise point" or "nearest petrol station to M 25 East and M 22 North  intersection"

Next issue to consider is what all is taken into consideration when a user performs an online search.


With Google's semantic search, as associated with the Google Humming Bird Algorithm  your current GEO LOCATION as determined by a variety of factors is one of the prime SEOVI (Search Engine Optimisation Value Indicators) that are used.   If you are using a mobile device when you perform a search then Google looks at  a variety of additional issues, such as are you  walling  in a shopping mall or traveling between locations, and if so in which direction, and what mode of transport you are using. This is done through following your trail by means of  triangulation stats as supplied by your cell phone service provider or WiFi service provider, which Google can overlay on bus routes, train routes and major highways.

The time of day, and an end users previous search patterns are also included in this assessment of the semantic context of any  search query.

It is thus important that you have taken the time to consider the many issues connected to local search, and done the necessary research about you location and surrounding areas to be able to  make use of local vocabulary, local land marks and local businesses so that you may include these in your online content in ways that will make meaningful contributions to your local SEO efforts, which will then be better matched to a local search query for your business, organisation or the products and services that you offer.

 Local landmarks of any significance should be mentioned and any connections that these may have to your business should be exploited in your copy, in such a manner that search engines will be able to connect these to your business in the correct context. An example here would be if your business is within the hospitality arena you would discuss any historical landmarks from a tourism perspective, and how your business caters for visitors to the area, as well as how far you are from the specific land mark. Things like parking and access to your business are also of extreme importance here. If you business is in a shopping mall, then you should discuss the mall as a general attraction and mention other shops as well as related businesses within the mall by name within your content in ways that a search engine would be able to connect these businesses to your physical location as well. The new semantic search criteria are at stake here, and the connection between your business and the rest of the businesses within the mall as being part of a shopping complex is the issue that you need to have enforced through your content and related social media marketing strategies.

During your local SEO efforts you should try to mention your street name, your suburb name, your district name, your local municipality name, your post code (ZIP CODE), your phone number and area dialing codes, the closest railway station, local bus terminal names and any other local names that are used by your intended target market in their day to day conversations that may refer to your area or your specific location.

Local SEO is an awful lot easier in small towns than it is in the city, as there are many fewer competing businesses for the same street name, the same suburb name, the same town name and similar names, but this dies not mean that those in small towns should skimp here, but rather that they will do better if all the issues are addressed as completely as possible.

Local SEO favors small business over big brands, and is the small guys window to display their stuff near the top of the SERP's (Search Engine Results Pages) purely because big brands do not have a local presence of any significance.  This means that small business has an added advantage if they make use of the LOCAL issue in a manner that Google can interpret and attach local contextual meaning to their content.

Now from reading the above you will realise the true power of the local search issue when you take into consideration that Google uses the exact GPS (Global Positioning System) location of the searcher, and has means of determining the physical distance in meters between the searcher and your brick and mortar location which you have so meticulously crafted and entered into all those sneaky locations on Google Local and other online forums.

Local SEO is thus a very powerful sub set of your total SEO package that you should not ignore,  but rather enhance through a FUFISM based approach to your online marketing strategy.


Once again for those who do not know what #FUFISM is 

FUFISM is a marketing philosophy where the social media forms the core  functional element of the communication factors involved in online marketing and is used to integrate all the different marketing strategies into one coherent and integrated project where each marketing campaign may be worked on in isolation, but remains connected to the whole through its links to the social media as well as the publisher and the author or authors of the various online components of each campaign

Pages used for research during this post... in no particular order.  Each of these links is a post in its own rights and will add value to your understanding of LOCAL SEO.


Wednesday, November 13, 2013

The relationship between FUFISM and Hash Tags

Hash tags are very sneaky and devious symbols that add tremendous value to your online marketing within the social media sphere.    Hashtags (#) have been around for an awful long time, but have only been added to the social media marketing arena quite recently.  A list of pages that were accessed during research for this post and associated #hashtagmarketing concepts is appended at the end of the post.  These pages are not in any order and should each be accessed by you, as each one of these linked pages will add to your understanding of hash tags and the power that the #hashtag adds to your marketing arsenal.

For us to explain the powerful relationship between #FUFISM and #hashtagmarketing , as far as SEO, SMO, general marketing,  online marketing and social media marketing in particular are concerned, we will need to briefly out line each of these topics and a few other related issues, then we will discuss how they are interconnected, and  show you what we at Info4u consider to be best practice for effective #HASGTAGMARKETING or marketing using the # (hash tag) as a campaign search engine optimization tool that will carry campaign specific Search Engine Optimization Value Indicators.

  1. FUFISM     <=> Functional User Friendly Integrated Social Media
  2. SEO            <=> Search Engine Optimisation
  3. SEOVI        <=> Search Engine Optimisation Value Indicators
  4. SMO           <=> Social media Optimisation
  5. SMM          <=>  Social Media Marketing
  6.  CM             <=> Content Marketing
  7. SEM             <=> Search Engine Marketing
  8. SERP            <=> Search Engine Results Page 
  9.  #                  <=> the hash tag  (#hastag)


The best explanation that I have used so far is found here  and is quoted below

Start quoe <<--FUFISM is a marketing philosophy where the social media forms the core  functional element of the communication factors involved in online marketing and is used to integrate all the different marketing strategies into one coherent and integrated project where each marketing campaign may be worked on in isolation, but remains connected to the whole through its links to the social media as well as the publisher and the author or authors of the various online components of each campaign.  -->> end quote

2) SEO

Search engine optimisation is mostly a misunderstood concept, with many thinking that SEO is purely the technical in page sneaky coded stuff that helps  add SEOVI to your page,  this is how ever a very big error in judgement, as Search Engine Optimisation is an extremely wide collection of various fields, where many different disciplines need to co-operate in a co-ordinated manner and I suggest the you read more about SEO here      below is a quote from the page linked.

Start quote <<--  SEO or Search Engine Optimisation should be defined as the collective effort of your entire marketing team in their efforts to ensure that your online information is found by your intended target market when they search for your information, products or services online.  -->> end quote

SEOVI or Search Engine Optimisation Value Indicators is a term that I have started to use extensively to help me explain the term FUFISM.  SEOVI are basically the different variables that a search engine would use  in their algorithms to determine a relevant SERP that would supply the most likely answer to an end users query.  SEOVI are the online marketing  issues and specific tags within the HTML 5 set of tags, that are evaluated and assessed by your marketing team that would add some value for a search engine to your online work.

Social signals and related social media issues are also included as SEOVI and this is an awful lot more important, since the introduction of Google Humming Bird Algorithm, with Google's new approach to SEO, where semantics and the linguistics associated with semantics are now the primary issue to determine SERP's

See this Google Humming bird infographic and this post on the 4u brand Blog discussing Google Humming bird   for a deeper insight into the meaning of SEOVI

4) SMO

SMO or Social Media Optimisation is a new concept which forms part and parcel of SEO or Search Engine Optimization, but is focused exclusively on the use of social media and the associated social signals that would be generated through the different posts on different social media platforms and their collective interaction with the target page where your campaign specific call to action would reside.

The best person to follow on Google plus for SMO is +Joshua Berg as Joshua takes these matter rather seriously and blogs about SMO extensively. 

5) SMM

SMM or Social Media Marketing  is the core function of SMO where the social media is used as the basis for online marketing to a specified niche market within a specific social media platform.

Social Media Marketing is basically a sub set of SMO (Social Media Optimisation) within the bigger picture of SEO (Search Engine Optimisation) . SMO is getting quite a bit of attention since the introduction of the Google Humming Bird algorithm, but one does need to remember that SMM is just an off shoot of SMO and is in reality just one of the many components of SEO that you need to master in order to get the best value out of the organic SERP's in all search engines.

6) CM

CM or  Content Marketing is a core component of SEO that needs some serious attention. many will tell you that content is king and this is something that you do need to evaluate with great care.  The introduction of Google Humming bird makes this statement even more relevant, as the more content that you have online, the easier it is for Google to make better semantic correlations with your content and a search query.

Content Marketing is all about your content, and the content management plan that you have in place to manipulate your content through the use of data base management strategies, that display your content in a variety of different formats for different target market groups and different product lines within your various online resources, with the intent on ensuring that your intended target market enjoys your content and has a pleasant experience consuming your online content and engaging with you online.

7) SEM

SEM or Search Engine Marketing is a subset of SEO where the total focus is on the impacts of your SEO on the organic traffic in specific search engines. SEM does not consider the human element of things, and is thus (in our opinion at Info4u) a rather short  sighted approach which should be properly evaluated then used sparingly.

SEM excludes semantics and focuses on KEY WORDs to the exclusion of most other SEO related issues.

There are how ever many people who will try to convince you differently, and it is your choice if you allow them to fool you or not.  One must just consider the explanation of SEO as above, then think about how Search Engine Marketing fits into this picture to have a clear understanding of the real value of SEM

8) SERP 
SERP's or Search Engine Results pages are a search engines answer to a users query, and contain a list of links which the search engine believes is the most likely set of links that would contain the most relevant answer to the end users query. SERP's usually refer to the organic result, but are  also supplied in various other formats where ever a user searches online for an answer. Many of the social media platforms have their own in-house search which supplies SERP's drawn exclusively from within their walled gardens.

One must remember that there are only three different ways an end user may find your information.

1) luck or serendipity
2) due to some form of advertising such as
  • word of mouth or personal recomendation
  • radio advert
  • TV advert
  • print media advert (newspaper /  flyer / bill board etc)
  • PPC (paid per click) advertising and add-words marketing
  • directory listing or other online advertising
3) by using a search engine such as Google, Yahoo, Bing or any other search engine.

Search engines use #SEOVI or Search Engine Optimisation Value Indicators to asses the search values of a web page by processing these variables through a series of algorithms and then comparing the results to an end users query. This process starts long before a search is initiated by a search query, and in reality begins when a page is first crawled and indexed by a search engine of some type.  The search engines send out what are commonly called spider bots which scour the internet looking for all online content by following links already in their databases, and indexing the content of every online resource that they can detect, and have permission to access.

Search engines perform many small tasks evaluating this information and store the results within a variety of different areas of their very large databases for later use in other search algorithms. This information then remains idle and awaits the final search algorithm which uses the information in the various databases where the many precursory algorithms have prepared your pages information and compares this to the end users search query using a host of short search algorithms and returns an answer in fractions of a second.

A SERP is thus  a very complex issue that takes an awful lot of information into consideration and the #hashtag if present is just one of very many issues that a search engine has considered before passing you what it believes is the best possible solution to your query.

9) The Hashtag explained

The hashtag is a simple thing to implement, as it is done by preceding any typed word with the hash symbol. (#) The hash symbol is found on a standard QWERTY KEY BOARD as the "captial' of the number 3 on the upper row of numerals, or by holding down the shift key and pressing the "3" key

Note that some key boards in Europe and other parts of the world may be confusing as they have replaced the "shift 3" with other meanings, and the apple mac also has other issues see links below for more on this

Using the #hashtag  with any word adds special meaning to that word, and helps any search engine add special value to your niche search by including only values that contain this very exclusive SEOVI. (Search Engine Optimisation Value Indicators) in the SERP's for your hashtag.

So how does this tie in with your FUFISM based marketing and the (#) hashtag?

First thing you need to remember is that you need to take your time and establish a unique hash tag that will suit your marketing needs by evaluating your intended target market and understanding how this group will relate to your selected hashtag.  This selected hashtag needs to be unique and must some how be connected to your brand, your product or your event that you will be marketing.  see This hashtag must be short, sweet on the tong, easy on the eyes, soft on the typing fingers and relevant to YOUR SPECIFIC marketing campaign.

The real power is in the #FUFISM factors and how you envisage that you will integrate your selected hashtag with all the pieces of this specific marketing campaign into your overall marketing plan. You will need a well structured marketing campaign that is time specific, and focuses on all your social media platforms with a view of social interaction with your intended target market segments.

You will need to consider the following areas amongst many others which you will recognize as your plan progresses.
  • content marketing
  • Social media marketing
  • search engine marketing
  • Social media optimisation
  • Search engine optimsation
  • off line marketing strategies such as 
    • radio and Television
    • news papers and magazines
    • pamphlets and flyers
    • billboards and posters
  • target market identification and selection criteria
  • market research target market preferences
  • your marketing team structure and management style
  • Free flow of social media comments and company interactions
  • the ability of your marketing team to act fast and push the conversations in any specific direction without being overtly intrusive or abusive.
  • the preparedness of your entire company to become involved and supply the customers needs at large scale in short time spans should your campaign go viral.
So where do you start?
step 1 <=> define your purpose, aims and objectives of your current total marketing plan showing where the company objectives are being fulfilled, and have a written report on these issues.

step 2 <=> define the product, service or other information that you envisage marketing in your new campaign, showing how and where this fits in with your current marketing strategies, and make any necessary adjustments to your marketing strategies and policies that may be needed.

step  3<=> start building your plan for this specific marketing campaign by doing some serious market research and difine the following aspects in seperate reports

  • product / service / information definitions and associated literature
  • geographic location based data of targeted areas where your campaign should reach
  • break down of different target market groups as supplied by your marketing team
  • staff available with specific social media platform capabilities
    • face book
    • twitter
    • YouTube
    • google plus
    • Pinterest
    • tumbler
    • all others
  • blogging team
  • web design team
  • SEO consultants or inhouse specialists
  • marketing team with speciality areas listed : examples listed below
    • radio and TV
    • News papers and magazines
    • flyers, pamphlets and billboards
    • telephone marketing
    • cold calling reps
    • instore / in house branding
    • product branding / marketing
  • purpose of campaing
  • aims and objectives
  • other areas that come to mind for your specific industry
Now that you have a target market, a product / service decide on a campaign theme

Next brain storm with all involved in doing this preliminary research to determine a single hashtag that would suit your needs and then check for availability. If needed change the hashtag focus to be campaign specific. Remember that this hashtag should be used in general conversation, so choose wisely and do not be silly about the choice of hashtag.

special note : research your chosen hashtag and evaluate what is there before proceeding.   You may get some very strange and negative issues if your choose badly.

before using this hashtag anywhere discuss this issue verbally with your main management and get their approval in writing   (make sure they do not use this hashtag early, because this indiscretion could cause failure of your campaign) Once you have this approval get your team together and discuss the timeline for your campaign and work out the finer details of how you expect your target market to react and where your call to action statements will be marketed, as well as  how these will be handled by your team once your intended target market starts to respond.  Have a back up plot in place to handle all those who fall outside of your intended target market who get all caught up in the hype and have a way to move  them out of the conversion funnel in a happy way, do not just use a filter and discard their interactions, but rather find a way to apologize for misleading them and show them other related areas of your business where they may have an interest, as they have shown an interest in your campaign, and proof of that is that they are now an in your face problem which needs delicate handling.

Put your landing pages with your final stages of the conversion funnel in place first, once these are functional, work backwards through the conversion funnel and when there are enough steps in place start the offline marketing camapaign and go at it full speed.

Follow up with serious social media posts with links to the landing pages of different stages of your conversion funnel, and ensure that each post within the social media contains at least one iteration of your campaign specific hashtag. Try to use this hashtag in the general conversation within the social media  when ever possible.

Remember that this hashtag has by now been marketed in many places, such as news papers, magazines, flyers, pamphlets, Radio and other trans media outlets.

If you have done the FUFISM thing correctly then your administration staff, your sales staff, production staff, your public relations staff and all others will be prepared and waiting, just in-case your campaign goes viral.

once again just to remind you we will expalin the term FUFISM

FUFISM is a marketing philosophy where the social media forms the core  functional element of the communication factors involved in online marketing and is used to integrate all the different marketing strategies into one coherent and integrated project where each marketing campaign may be worked on in isolation, but remains connected to the whole through its links to the social media as well as the publisher and the author or authors of the various online components of each campaign

Now  you need to remember that each social media platform works in conjunction with all other social media platforms, but is a separate mini campaign within this specific marketing project.  Each separate social Media platform needs to be integrated into the main campaign through an integrated approach and as such you will need a campaign specific manager who will manage the integration by running a database that lists each social media post with a reference number so that  cross referancing things becomes a simple task, where every post is available to all team members across all platforms.

The reason for this is multi purpose and includes : 

  • so that images may be pinned in pinterest and then referanced in
    • facebook
    • twitter
    • Google Plus
    • your blog
    • your web site
    • other online resources
  •  So that posts in Facebook may be referenced in 
    • twitter
    • Google plus
    • your blog
    • your webiste
  • so that posts in Google Plus may be referenced in 
    • facebook
    • twitter
    • your blog
    • your web site
 You get the point here, all your social media platforms must cross referance all the others in natural ways and expand on the topic as is discussed in those posts, but keep in focus your conversion funnel which must be the primary objective of all your social media conversations.

Each post should try to get the viewer or end user of your information one step closer to the final stage of your conversion  funnel.  This means that your conversion funnel must be well documented and distributed to all participants so that each person working on your specific hashtag campaign knows who your intended target market is, and who is not to be taken through the conversion process, but gently lead off to other areas of your total marketing campaign where they may fall into other target market zones.

Marketing using the hashtag (#) is quite a simple task, but involves an awful lot of planning and a tremendous amount of team work.  You should never just add a hashtag without going through the research motions first, as there can be some quite nasty surprises down the line when others jump on the band wagon and start to use your tag in strange ways which have a negative impact on your brand, your company or your event.

Always take your time and put a well thought through plan of action into place when using a new hashtag, as things happen and your hashtag campaign could by chance just suddenly go viral, and you will need to be prepared for this, especially when there is a negative connotation attached to your hashtag by the public.

hope this helps you with your online marketing and the correct use of the hashtag.

list of pages used during research for this post.

NB these links are in no specific order, and each listed link is a good read in it's own rights.

Thursday, November 07, 2013

Google humming bird algorithm and FUFISM

Google humming bird algorithm came about due to the many devious and sneaky issues associated with semantic search, and Google's continued efforts to ensure that semantics are included in their efforts to supply us as end users of most information with the best possible SERP's for each SQ that we perform

Some acronyms that I use in my posts explained for easy reading

SERP = Search Engine Results Page
SQ = Search Query
SEOVI = Search Engine Optimisation Value Indicator
FUFISM = Functional User Friendly Integrated Social Media

Semantics is playing an increasingly important role in many parts of our society both online and offline. The many different languages spoken in the global village and the issues associated with translation  can only be addressed through the application of semantics, as idioms and associated meanings get completely lost during translation from one language to another when words alone are translated.

This issue is of extreme importance when translating any language into machine driven responses where automated responses are issued, like supplying a SERP to an SQ and this has not slipped past Google's engineers without any complaints and an awful lot of casual conversation around the many jokes that have been circulated on the internet,  alluding to misinterpretation of the translation associated with idioms.

I live in sunny South Africa, where we have (only) 11 official languages, and a host of dialects as well as many widely spoken languages which are not officially recognised, and we have many localized jokes about the misinterpretation of spoken or even written words, some of which cause great anguish and many harsh words at public meetings where there are a diverse range of people with many different opinions on what should be done and why.  I am talking here about town planing meetings at the local municipality level, where decisions on local issues are made, and the local meaning of many words does not exactly match the official government versions, causing upstream complaints and even blatant hostility from those at higher levels where a different version of things is presented due to the missing semantics of the translated meeting notes, and the fact that these officials have no proficiency in the language used at the meetings where decisions were made.

The issues of semantics are not new to Google, and the engineers at Google have been working on these issues for many years, in many different parts of the world on a rather large scale, but most people have ignored the issues and been rather happy doing so.  The lessons that Google has learned in human speech semantics have been well researched and Google has managed to adopt many of these issues into the semantics associated with digital images, videos and the many audio visual presentations online.

The recent update in Google images, where image search has now got the added advantage of semantics being associated with images in new and novel ways is a great step for google. These changes within image search are of extreme importance to the #Googlehummingbirdalgorithm (humming bird) as they now reflect many keywords, and  meta data   which will be directly associated with, and then linked to  an image.  This introduction of semantics to images allows us to search images by key words and specific items associated with the image content which we can identify within the image.

So how does all this relate back to FUFISM and the HUMMING BIRD ALGORITHM

FUFISM is a marketing philosophy where the social media forms the core  functional element of the communication factors involved in online marketing and is used to integrate all the different marketing strategies into one coherent and integrated project where each marketing campaign may be worked on in isolation, but remains connected to the whole through its links to the social media as well as the publisher and the author or authors of the various online components of each campaign.

All online marketing has the same issues with the core issue being how to ensure that your online information is displayed on the screens of your intended target market group, so that these persons may be enticed to perform your pre-determined call to action by following the onscreen prompts. (some times marketers hide these in plain sight by using very sneaky semantics and insinuations)

Google's humming bird algorithm looks at the content of your search query with new eyes, and has a much deeper understanding of the context of your query, as it is capable of understanding some of the semantics associated with the in-page information, and has the ability to compare these semantics to the semantics of other online resources, such as blogs, web sites and social media posts.

Google, Bing, Yahoo and other search engines all have systems and strategies in place to gather as much information about you as an individual as they can, and they use this information along with the semantics of your search query to try and understand exactly what it is you are looking for.  They input all this information in to their search algorithms and the result is a SERP (Search engine results page), which contains a list of pages where they feel that you would most likely find the information that you are looking for.

If you have applied a FUFISM based marketing strategy then your Authorship markup, publisher Markup and social media activities as well as blog posts and web site content marketing  will be aligned and reflect a common semantic element that is threaded through your work which would link them all together in Google's eyes

When put together here in this short article it sounds so simple, but it is in reality a very difficult task to achieve as there are so many misunderstandings of the interpretations of the work that an SEO consultant or practitioner does, with the primary reason being that  people do not realise that Search engine Optimisation is the collective efforts of your entire workforce to ensure that your intended target market finds your online information when using a search engine of any nature, and that these persons then follow your intended call to action statement.

This infographic of Google's Humming Bird Algorithm should help you put some of the things I discussed in this post into perspective.

online pages visited during research for this post.

this list is not exhaustive and some may have fallen through the net.  If so I do apologize.