What is OPSEO, and why should you care?

OPSEO or Off Page Search Engine Optimisation is the true driver of impressive Search Engine Results Pages more commonly referred to as  SERP's

SEO or Search Engine Optimisation is divided into two separate parts, the first is #IPSEO or In Page search Engine Optimisation and the second is  #OPSEO or Off Page Search Engine Optimisation.  

IPSEO is all the coding and HTML work, as well as the related image issues,  copy writing stuff  and other issues that are found directly within the page.

OPSEO is all the other stuff that happens off of the page in question, and included a wide variety of different issues, most of which are not easily interpreted as being directly related to a search engine in any way.

 Off Page Search engine Optimisation is very poorly understood, and when Google introduced the Hummingbird algorithm in August / September 2013 things got even more confusing because they introduced a whole new range of OPSEOVI (Off Page Search Engine Optimization Value Indicators) ,  where the STFOPSEOVI (Semantic Trust Factor Off Page Search Engine Optimisation Value Indicators) were totally ignored in the beginning because we as online marketers did not realise the value that Google and other search engines placed on these very sneaky and ultra devious new range of Search Engine Optimization Value Indicators

When Google attempted to force all authors to make use of the *REL = AUTHOR* tag within their online work we as marketing folks did not understand the value that they had attached to this, and many simply ignored this, and quite a large percentage of folks out there were very anti the FORCED MOVE,  and refused to take part in this exercise.  This along with the fact that the G+ or Google Plus Social media network was also not taking off as many folks thought is should,  set the Google authorship program back a lot more than most folks realise.

Google was forced to take other measures to calculate and measure topical author authority, and its connections to the value of specific online content.  These were the early days during which many of the new algorithms defining topical author authority and relevant publisher authority as #OPSEOVI (Off Page Search Engine Optimization Value Indicators)  were developed and tested.  Today Author authority and publisher values are used extensively within many different algorithms that focus on the issues around social media signals and SMSEOVI ( Social Media Search Engine Optimisation Value Indicators)

Author value on its own is worth didly squat (NADER ZERO) just as publisher value on its own is worthless    That being said these two values of Author value and publisher value are two of the most importnat issues when dealing with all web pages, blog posts and social media posts within both the IPSEO (In Page Search Engine Optimisation)  and the OPSEO (Off Page Search Engine Optimisation) calculations, that form  the core value indicators for each and every social media search engine optimization value indicator that is algorithmically calculated and later used in other search related algorithms.

One needs to remember that Google currently uses in excess of 250 different variables in their many different algorithms that calculate and then  make use of a vast host of different SEOVI (Search engine Optimisation Value Indicators) to match a search query to a SERP (Search Engine Results Page).

Page rank, site rank and domain rank are three of the most critical SEOVI (Search engine Optimisation Value Indicators) that need to be understood when it comes to author and publisher issues, as these three variables are all different and each has an impact on the other two within their calculations, that are done through feed back loops that run until a stable value for each is established, using extreme mathematics that use calculus and derivative limits, where author values and publisher values are also part of the equations.

Domain rank is for the whole domain.  Site rank is for the actual site, which may be  a sub web, a sub domain or the actual domain itself, depending on how your web master has set things up. Page rank is the ranking value for the specific page in question.  Here one needs to remeber that every blog post is deemed to be a stand alone web page,  and every social media post is also deemed to be a stand alone web page with its own URL (Uniform Resource locator or web page name)

This applies to all social media posts including Facebook posts, twitter posts, Google plus posts, Pinterest pins, Instagram posts, linked in posts and any other social media platform that you can think of..  The page rank, . site rank and domain rank all have a big influence on your other Search Engine Optimisation variables, where once again the mathematics involves a means to calculate limits through integrated and derivative methods within the calculus world.

Every single OPSEOVI (Off Page Search Engine Optimisation Value Indicator) is generated by an author,  or a publisher, and as such carries the semantic relevance attached to that specific author or publisher or both, as determined by the search engine during the information evaluation stages, where the online information is evaluated and worked on to set up the preliminary stages of setting values for secondary  SEOVI (Search Engine Optimisation Value Indicators) which will be used by the next stage search algorithms, to calculate and store a new set of SEOVI that will be used to match a search query to a set of results in the form of a SERP (Search Engine results Page) in subsequent algorithm activities.

How you as an author use the social media, other web sites or blogs to link to the information that you want found within the SERP's (Search Engine Results Pages) is carefully evaluated and studied by the search engines, where a host of different things are evaluated during the OPSEO process and include but are not limited to questions like:

who you are
what do you normaly write about within the social media (all platforms)
is your social media post, blog post or other web page on topic when compared to
     the information that you are linking to
     the in image meta data of any images within your online content
    other related posts that you have made linking to the same domain, the same site or the same page
how often do you post within this specific social media platform.
how often do you post on other social media platforms
Do you comment on posts in this social media platform, and if so how often
do you comment on posts in other social media platforms, and if so how often
do you post to any blogs
    are these blogs related to each other semantically
   are these blogs related to your post in any way at all
   does this specific post contain relevant semantically linked content

There are so many more questions that are addressed and answered,  then these answers are used in  extreme mathematical equations to determine the relevant SEOVI  for this stage, and the values that will be pushed through to other algorithms that will check and compare these results for quality and correctness before storing the values for future use in the next stages of the search process.

It thus follows that ones author value along with the associated semantic trust factors that are connected to you as an individual in the form of your SEMANTIC FOOTPRINT are important issues that need to be well manged and properly understood.  Failure to interpret these issues properly and address issues that have a negative impact on your author and publisher values thus have a negative impact on your OPSEO (Off Page Search Engine Optimisation) efforts, which will cause all your other online work to feature less prominently within any SERP (Search Engine Results Page)

Now the trick here is to understand the values associated with public and private shares within the social media and how these impact on your OPSEO (Off Page Search Engine Optimisation)   Private shares are blocked from being included in the search indexing process, and so have a ZERO value to your OPSEO (Off Page Search Engine Optimisation).  The only place that private shares have any value within Google Plus (G+) is when you are logged in to Google, then your private shares and all your public shares as well as a host of other stuff such as your other Google activities including Gmail,  your Google calendaar, your Google docs and so many other Google related issues are considered.  This includes the issues of all those within your contact lists, your G+ Circles and where you have commented on any private posts as well.

You do need to understand the very big difference between a search in Google while you are logged in and a search in Google when you are logged out.   Many do not know that there is a vast difference, as they are nearly always logged into Google through Gmail, Google Docs or some other Google service..

Now getting back to Off Page Search Engine optimisation......  OPSEO is all the work that your entire marketing team, and their many partners  do, which is both off line and online to promote your online work within the search space.  Many marketers forget that the print media, the radio, television and any other media forms part of their SEO (Search Engine Optimisation) tactics.

  I here you asking what does radio have to do with SEO.... 


Well to answer where RADIO advertising /marketing and the print media  as well as other off line marketing tactics fit  into the SEO world we need to understand WHAT IS SEO.

SEO or Search engine Optimisation is all the work done by your entire amrketing team, along with all thier partners to ensure that
1) your online work is indexed by a search engine
2) the search engine lists your online content in their SERP's (Search Engine results pages)
3) your selected target market discovers your online content when searching online
4) your desired target market audience actually clicks on the your link in the SEREP's (Search Engine results Pages)
5) your target market selects and acts on a CTA (Call To Action) within the page he / she selected from the SERP (Search Engine Results Page)

So the question arises how do you influence your intended target market audience to type those specific keywords chosen during your target market research and related semantic information into a search box ?

This is done by sneakily using the Television, radio, print media and other offline marketing platforms to use psychological tactics and put these specified key words into your interned target markets thinking patterns,  and talking styles,  to ensure the use of these words and the language that they use in general conversation,  with their family, friends or work colleges within their search query.   This step is the most vital part of any good SEO campaign especially if you are using #HASHTAGMARKETING in any way.

Many online marketers do not use this step, and have very little or in most cases ZERO input into any off line marketing campaign.  This is a very big error, which can be eliminated through the use of a #FUFISM based marketing management style.

So in conclusion #OPSEO or Off Page Search Engine Optimsation is all the off  Page work done by your entire marketing team to ensure that your intended target market uses the correct terminology and semantic terminology when using a search engine to surface your online content within the SERP's, and then select your online content as a result of the relevant search snippet showing within the SERP (Search Engine result Page)

You need to care about your OPSEO or Off Page Search Engine Optimisation, as this is the most appropriate  way that you can influence a search engine to take your online content seriously, and influence a search engine to apply the best snippet that matches a search query, to entice your intended target market to select your online content from the results displayed in the SERP (Search Engine Results Page)

Below is a list of pages discussing related issues including semantic search.  each of these posts will add some value to your understanding of the issues around OPSEO and what you can do to get better at doing Off Page Search Engine Optimisation.

READ THE COMMENTS IN THESE POSTS

http://www.convinceandconvert.com/digital-marketing/do-social-signals-drive-seo/
https://plus.google.com/u/0/+JasonDarrell/posts/PrNxt4xeFn4
https://plus.google.com/+SergioRedondo/posts/56nQK53kTTS
http://www.kayakonlinemarketing.com/blog/does-social-engagement-affect-search-results
https://plus.google.com/+RandyMilanovic/posts/gMH9yFqia4d
https://plus.google.com/+FrankGainsford/posts/VWoJQWPRFEr
https://plus.google.com/u/0/communities/103079475562443214899
https://plus.google.com/+FrankGainsford/posts/AEe4ePWRziy

Issues around #IPSEO or In page Search Engine Optimisation

I have a collection of infographics discussing  SEO or Search Engine Optimisation at
 https://www.pinterest.com/info4u2use/seo-search-engine-optimisation/

This article adds value to the pin found here https://www.pinterest.com/pin/100275529176554919/ which discusses On Page Search Engine Optimisation.   I prefere the term of In page Search Engine Optimisation so that one can differentiate between IPSEO and OPSEO

#IPSEO or In-Page Search Engine Optimisation is the primary stage of the SEO process which starts with a marketing brief, then flows through product / service / event research into target market and key word research.  The next stage of  the seo process is  #OPSEO or Off Page Search Engine Optimisation,  which is well covered in this article, (http://www.razorsocial.com/blog-promotion/ where the orignal infographic is used.    OPSEO comprises of  the essential online actions of marketing your online content to your intended target market audience through the utilization of OPTE (Other Peoples Time and Effort) as you convince them to share your content to their audiences. OPSEO also covers many other areas such as print media, radio, television if your budget allows, road shows, and any other marketing that you may do within the off line media of all types.

The shares to the social media audience of others is where the search engines start to gather the semantic trust factors and semantic footprints of those who interact with your post, where the engagement issues play a very important aspect.  These engagements with your online content in the form of social media signals such as face book likes and shares, Google plus PLUS ONES, comments  and shares, twitter posts and re-tweets as well as many others all add to the trust factor #SEOVI (Search Engine Optimisation Value Indicators)

This article talks of ON Page SEO, but I like to talk of it as In page SEO so that it can be differentiated from Off Page SEO.    using the terminology of #IPSEO and #OPSEO allows to explain the differences and why each of these two SEO sectors are important and how they interact with each other, as they both target the same target market audience, but serve very different functions within the #FUFISM based marketing philosophy.

FUFISM or Functional User Friendly Integrated Social media  is a marketing philosophy where the social media is used to promote the OPSEO factors of your online content in a very well managed and properly co-ordinated manner so as to leverage the most powerful SERP"s (Search Engine Results Pages)

The off line space is very critical to your SEO process, though many SEO professionals will beg to differ and say that the off line space has naught to do with SEO   Search engine Optimisation is actually very dependent on the off line space to be of any functionality at all, as this is the space where you do the physiological work of getting the desired search terminology into the thinking patterns and thought processes of your intended target market, through news paper articles, radio discussions, bill boards, flyers  and any other means at your disposal that can be accommodated by your budget.

Without some prodding and pushing of your desired search terms within the offline space where your intended target audience lives, plays or works, how would you induce or perhaps even trick your desired target market audience to use your selected keywords, topics and hash-tags within the online search environment?  It is vitally important that online marketers understand this, as this gives them the tools that they need during their target market research, so that they may then use the data obtained during the target market research phase to develop well thought through  topics and related criteria which will then be fed into the keyword research stage of your SEO process.   It thus follows that your online marketing must be aligned with and work closely together with your off line marketing to ensure that your intended target market audience used the correct terminology and associated sentence structures within the efforts to find your online content in online search.

Copywriters and other content creators thus need to work very closely with the IPSEO team, to ensure that their content fits the many different criteria for the in page search engine optimisation process, ranging from using the correct syntax, the correct terminolgy, the correct image visualization aspects, the correct audio aspects, the correct colours and so many other issues that would impact on the intended target market  audience firstly discovering the page in search, and then  opening your link within the SERP's and then following through and completing the first part of the conversion process by clicking on one of your selected CTA's (Call To Action) within the content that has been discovered through search, or actually consuming the content as desired.

The biggest issue that needs to be addressed here is the *BOUNCE RATE* as this is used in very complicated calculations to determine the trust factors as associated with, the page in question, the author and other contributors, as well as  the publisher of the content in question.  The bounce rate is not a signal on its own, but is a factor that is used to generate trust signals, so you do need to ensure that the trust signals associated with your content are addressed during the SEO process.  Bounce rate is one of the minor factors, but it can influence many other areas, so your target market research must be of high quality, to ensure that only properly qualified searchers would use the search terms,  syntax and language structure in their online queries, as you do not want to generate any false positives that result in your target audience leaving your page early.  keyword and target market matching are thus critical issues during the keyword research stages, where you need to ensure that your target market is narrowed down  to only properly qualified groups.

landing pages and conversion issues from an SEO perspective

A landing page is not easily defined, and the reasons for having specific landing pages is not well explained within the SEO (search Engine Optimisation) Industry. 

There are many different aspects to look at when one is dealing with landing pages and conversion issues and the first one is an understanding of your target audience and their behavior patterns.  Then there is also the issue that all web site and blog owners need to keep in mind at all times, which is that we as publishers and authors have no control what so ever over what words, phrases, sentences or hash tags an end user will type into the search box when looking for online information to satisfy his / her information requirements.

It is thus of extreme importance that authors, publishers and site owners take the time to do their research properly and ensure that all the different aspects of preparing your online content are well documented and properly debated at marketing meetings discussing your online content, with a focus on  how you are going to entice your intended target market audience to use specific key words, phrases and hash tags within their efforts to locate your online content when using a search engine of any nature, be it an internal search engine within the walled garden of your own site / blog or online resource or a public search engine like GOOGLE or BING.

So what is a landing page, and why does it need special treatment within the social media?

A landing page is best described as one of the preferred entry points to your online content, so as to facilitate meaningful information flow patterns for your intended target audience.  Each subsection of your web site or blog should have a specified and documented landing page so that your #OPSEO (Off Page Search Engine Optimisation) team, or all those persons who are working on your Off Page Search Engine Optimisation efforts can do their work in a balanced and informed manner..  The documentation for your specified landing pages should be very informative and contain the following information as a bare minimum.  The more information that your Off page Search Engine Optimisation Team (OPSEO) have at their disposal,  the easier it will be for them to optimise their individual efforts to enhance the many different #SEOVI (Search Engine Optimisation Value Indicators) associated with their  individual efforts in all areas where they may have an influence, especially within the context of their semantic footprint and related trust factor areas.

• The purpose of this specific page, along with why it should be considered as a preferred entry point to your online content. 
• the aims and objectives of this specific page within the context of your site and the information flow patterns that you wish to influence from this specific page
• the target market research associated with this page and the rest of the the pages that are below this page, or directly associated with this page,   in the navigation structure of your blog or web site.
• the key word and related copy writing brief and instructions for this page
• The #IPSEO (In Page Search Engine Optimisation) notes and specifications along with the brief to the IPSEO  (In Page Search Engine Optimisation) team
• any special IPSEO tactics and associated notes so that these may be further exploited where ever possible. here we are talking of things like but not limited to
• author issues connected to REL  = AUTHOR
• publisher issues connected to REL = PUBLISHER
• schema mark up
• java scripts and other special coding
• back ground audio
• social media sharing tactics and commenting structures
• special membership rights or privileges when logged in 
• which area of the conversion process this page will be influencing, and related marketing notes for this portion of the conversion funnel or sales process, focusing on the CTA's (Call To Action) that need to be performed by the information consumer (your intended target audience)

Where an end user,  or information consumer (read your intended target market)  will end up within your pages upon using a search engine depends largely on which of your pages are well optimised in terms of your SEO efforts, and what words, terminology or phrases  were used in the search query.  It thus follows that you as a site owner or publisher need to do some work outside of your online content and within other media, such as on the radio or in the printed media domain through news paper or magazine adverts, to influence your intended target market audience  to use specific words, phrases or #hashtags when looking for your online content

Different areas of your conversion funnel  or sales process will thus need to use different key words, topics and associated terminology to attract the attention of specific groups within your full target market spectrum. Getting the wrong target market group to any specific landing page will lead to a very low conversion rate, and may even lead to a poor bounce rate as these viewers or information consumers may have already completed this step in your conversion process and so return to the SERP (Search Engine Results Page) very quickly.  This has many very serious implications and can cause your entire site some considerable harm, as BOUNCE RATE is a very powerful SEOVI (Search Engine Optimisation Value Indicator) where a good bounce rate causes your content to raise within the SERP's and a poor BOUNCE RATE causes your page to drop out of the SERP's if not attended to.  If this specific page was well optimised and gets an awful lot of attention from information consumers, where a large percentage return to the SERP (Search Engine Results page) without clicking on a CTA (Call To Acton) this impacts on your SITE WIDE TRUST FACTORS in a very negative manner and CAN CAUSE YOUR WHOLE SITE  some considerable harm

Besides poor SEO related issues,  there are a host of other things that impact on BOUNCE RATE and they all need to be addressed,  the lay out of the page in question along with the images and in page text need to be addressed keeping the intended target market audience, and the purpose of the page in mind at all times.  Your keyword and selected topic of discussion within the page,  play a very critical role in your conversion process, so this needs to be clearly understood, with a focus on why these specific topics and related keywords were selected for this page, and what their significance within the conversion process plays in this set of criteria,  being used within the in page make up selection process and procedures, as defined in your blog / website purpose, aims and objectives.

The purpose, aim and objectives of each landing page needs to be very well defined in the documentation of your online marketing campaign,  so that others who work on either the IPSEO (In Page Search Engine Optimisation) or your OPSEO (Off page Search Engine Optimisation) can use this information in a meaningful manner that expands the SEOVI (Search Engine Optimisation Value Indicators) connected to each individuals efforts.  These individual SEOVI can be very significant and have large impacts on the publisher and author related trust factors that come along for the ride.

Landing pages play a very significant role in the psychological approach to enticing your intended  target audience to complete any CTA (Call To Action) within all other  pages, and a landing page thus  needs special attention in this area, as a landing page is intended to be a high  traffic volume page, and an introduction to all future pages that your  target audience will experience.  First impressions are very significant, and can make or break a web site, bog or other online resource in terms of viewer experiences.  It is thus also important that you do not get the wrong pre-qualified target market audience in terms of your conversion funnel to visit primary landing pages for any specific set of pages that define a specific area within your conversion funnel.

How you pre-qualify your intended target audience to be the primary target market  for any specific landing  page needs plenty of thought, and lots of co-operation from all persons working on both your IPSEO and OPSEO. The process of pre-qualifying any subsection of your intended target market audience needs to be well documented, and shared with the relevant people, as this will be used to define the topics and related key words used within the IPSEO process of that specific page.  The IPSEO process MUST be well documented and easily accessible to the OPSEO )Off Page Search engine Optimization) team, as they will need this information when writing related social media posts, press releases, radio marketing, and  print media marketing along with  related work  to ensure that the correct terminology and desired SEMANTIC FOOTPRINT is generated  for the page in question, as well as the associated digital entities that will be supporting the page in question in terms of SEOVI (Search Engine Optimisation Value Indicators)

Conversion rates and associated bounce rate issues need lots of thought and clear understanding of the target market audience and their related online behavior patterns.  These re very complicated issues, and the actual work connected to the SEO and related SEOVI of landing pages needs to be well documented and discussed extensively during marketing meetings discussing your intended target market audience and how you intend to generate conversations, and keep them focused on your intended purpose aims and objectives as defined in the marketing brief, through ongoing conversations in many different areas.

It thus follows that the C-suit team (Chief something Officers) need to have a clear understanding of the purpose, aims and objectives for having an online presence in the first place, and how this is used to ensure better long term customer relationships and higher sales volumes. Once the c-suit team are on board, then things will become an awful lot easier in terms of managing
your SEO from a #FUFISM based perspective.