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.

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