Where does FUFISM fit into the online marketing environmant ?

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

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

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

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

For a search engine to provide an answer, it must

(1) be able to interpret the question

(2) understand what is being asked

(3) understand the intent of the question or query

(4) Interpret and understand online content

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

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

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

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

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

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

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

read more about SEO here 

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

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

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

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

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

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

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

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

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

 

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

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

What is SEMANTIC SEARCH and why should you care?

I talk to many folks about a wide variety of topics and enjoy just discussing random issues with random folks on the street, and use the insights from these conversations to understand how the public think and what is important to folks in various different work environments,  focusing specifically on the online marketing issues that unfold when evaluating what has been discussed.

The fact that I talk to many folks about marketing, in all its forms also allows me to have an understanding of how online marketing issues which are  being promoted by so called online marketing experts, and folks who are knowledgeable within the online marketing industry  are not taking the Google Hummingbird algorithm into account.

Google Humming Bird algorithm has been around very close to three years now, (introduced August / September 2013)  but many online marketing folks still do not know what this is and have no clues as to how Google humming Bird algorithm  impacts on search results within the Google search engine.

Since the Introduction of the Google Humming Bird algorithm in August / September 2013 there have been many folks using the click bait technique of saying that a specific SEO (Search Engine Optimization) technique such as the use of keywords or page titles in the HEAD section of an HTML document is dead and no longer relevant to search engines as a tool, to evaluate the content of your page for a match to a search query.  See this post by Garenne Bigby   discussing the death of SEO

This has lead to the public believing that these issues, techniques and tactics are no longer used by Google to evaluate the context  and intentions of your online content.  It has thus come about that the public, and most online marketing folks, now ignore and neglect to use these very valuable SEO (Search Engine Optimization)  tools, with the vast majority of folks who make use of the social media as an online marketing base not even knowing of the existence of the Google Humming Bird algorithm

I have written about the impacts and some issues associated with Google Humming Bird algorithm before and here are a few links to posts discussing #googlehummingbird 

These posts were selected randomly from an internal search of this blog and you may get the full list by typing "google humming bird" into the internal search engine of this blog.

http://4ubrand.blogspot.co.za/p/blog-page.html
http://4ubrand.blogspot.co.za/2015_09_01_archive.html
http://4ubrand.blogspot.co.za/2016/06/fufism-as-marketing-philosophy-helps.html

Now to answer the question I posed "what is SEMANTIC SEARCH and why should I care"  I look at it from this angle....

SEMANTIC SEARCH within the context of Google search  is basically (at least in my mind) the complete operational output of the Google Humming Bird algorithm, where Google is trying to match the intent of a search query with the intent of an online document. Semantic search thus involves many new concepts that the old keyword style search (Pre-Google Humming Bird) could not achieve

Below is a very limited list of things that are addressed within the context of Google Humming Bird algorithm, which Google uses to improve the quality of their search results also known as #SERP or Search Engine Results Pages. Remember that the introduction of the Google Humming Bird Algorithm signaled the change from exclusively using strings, to using strings, things, and the connections between strings, things, individual identifiable  digital entities and   the understanding of the content as well as context and semantics of an online document, and includes  a host of new indicators such as but not limited to

• the semantic footprint of the online document in question
•  author credibility and the semantic footprints of identifiable contributors to the online document in question.
•  Semantic footprint and credibility of the publisher of the document in question
• identifiable  Social interactions within the public social media arena, linking to the document in question, up to a few network levels past the original posts within the social media space,
•  The semantic footprint of identifiable and verifiable online  documents which have links pointing to the online document in question.
• The semantic footprints of other online documents linked to from the online document in question  
• The semantic footprints of digital entities mentioned within the HEADER section in the HTML data of a text document or the EXIF data of a non text document if it exists
• Semantic connections between META DATA in the HEAD section of HTML documents and the perceived (Googles perspective) purpose, intent, aims and objectives of the online document in question   making the following list of meta data components important from an SEO perspective
•  page titles
• page descriptions
• keyword lists
• author  / contributors
• publisher  / document hosts
• language
• expiry date when applicable

There are a vast number of new things that search engines are  looking at today, that were not considered pre-Google Humming Bird algorithm, and most folks within the online marketing industry  are oblivious to these, even though they are using many of them very regularly. Most of these issues link back to the SEMANTICS of  the search query and the  SEMANTICS of the individual online documents within the SERP's or Search Engine Results Pages

from the perspectives of the collective semantics of all the components of the online document in question 

Now to answer the why should I care part, one needs a true description of SEO (Search Engine Optimization)    From a #FUFISM perspective SEO is ALL the work done to ensure that your intended target market audience find  your online content when searching for semantically related issues online, and then actually consume that content, and take your desired CTA (Call To Action) seriously then follow through by completing that specific stage in your  audience activity funnel, sales funnel or conversion funnel.

It thus follows that having an elementary understanding of SEMANTIC SEARCH  will be very advantageous for your online marketing success, so you really do need to get to grips with SEMANTIC SEARCH and the associated issues of Google Humming Bird Algorithm

Enjoy the rest of your day and many thanx for reading my post.

#frankie2socks

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

Link building as an SEO tool

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

What is FUFISM and why should you care?

What is FUFISM and why should you care?

Well FUFISM is a marketing philosophy where social media and SEO (Search Engine Optimisation) are the two core elements that dictate how and why many other marketing tactics are used.  As I am sure you know all search engines are gathering as many different signals as they can, so that they may use these to get the highest quality SERP's (Search Engine Results Pages) possible and ensure that their end users are happy and recommend their platform as the best search engine, so that the search engine may sell advertising and marketing space within their SERP's to business.

When Google Introduced the HUMMINGBIRD algorithm in August / September 2013 the world of search changed forever, and the focus shifted from STRINGS to THINGS and many marketers have not yet realized the true implications of these very drastic and far reaching changes.   Before Google introduced the HUMMINGBIRD algorithm key words were the main focal area of all SEO (Search Engine Optimization) and there was just a little supplemental marketing where LINK BUILDING and related issues were aimed at ensuring that the search engines associated your chosen key words with your online content.

The hummingbird algorithm and its cousins in all other search engines changed the focus of their search process, and moved away from pure key words to focus on the context of your online content, as well as all the old SEOVI (Search Engine Optimisation Value Indicators) and associated signals to a lesser degree.

What this means, for most search engines,  is that there is now a new set of SEOVI or Search Engine Optimisation Value Indicators that carry more weight than key words and all the old or  existing   Search Engine Optimisation Value Indicators (SEOVI's), which runs parallel to and enhances all the existing SEOVI that existed prior to Google Humming bird.

What I am trying to say is that all the existing search engine optimisation techniques that existed prior to the implementation of the Google Humming Bird Algorithm are still in play, and are still vitally important, as the Google Hummingbird algorithm uses these as the basis of its efforts,  and just adds extra value to these existing signals through manipulating them,  using the NEW SEOVI that are  associated with the context of your content, and how the social media and other OPSEOVI (OFF PAGE SEARCH ENGINE OPTIMISATION VALUE INDICATORS) impact on the context of your IPSEOVI (IN PAGE SEARCH ENGINE OPTIMISATION VALUE INDICATORS)

Read more about these three sectors of SEO here 

The next issue to consider is the impact of your so called SEMANTIC FOOTPRINT and the SEOVI (Search Engine Optimisation Value Indicators) associated with the SEMANTIC FOOTPRINT of all the digital entities that are connected to your In Page Search Engine Optimisation efforts.    The semantic footprints of all the digital entities associated with your online content are an awful lot more valuable in terms of your SEO than most people realise.  Here we are talking of things like, but not limited to: --

• general author values of individual contributors to your original online content
• publisher values where you online content is exposed to the public
• individual niche authority issues of all identifiable contributors
• niche authority of digital entities connected to your online content that you are marketing
• niche authority of digital entities that comment or interact with your social media posts marketing your online content
• niche authority of the domain where your social media marketing is exposed as embedded content
• The semantic similarity  and the semantic connectedness between linked content and you In Page content.
• the relationship between the semantic footprints of your online content and any linked content which may show that you are expanding the conversation with that specific link.

BUT WHAT IS FUFISM

 FUFISM or Functional User Friendly Integrated Social Media is a marketing philosophy where SEO and SOCIAL MEDIA are married, and act as the parents to all your marketing projects, both online and off line.  The Value of SEO to your company needs to be clearly understood, and the part that Social media plays in expanding the value of your In Page SEO must be put into perspective, especially since the Google Hummingbird algorithm has entered the picture.

FUFISM based marketing is thus just the well managed use of all your resources to ensure that your intended target market find your online content when searching for your products, services or related information online.

FUFISM based marketing ensures that all your different marketing elements speak to each other, are supportive of each other across platforms, and across different marketing media.  This means that the three SEO elements need to be aligned and integrated in ways that both search engines and your intended target market can recognize and make use of.

The first element is #IPSEO or In Page SEO, and this consists of all the HTML code and associated files which are listed, displayed and / or  activated within the page, such as but not limited to

• text files
• data base files
• image files
• audio files
• video files
• scripts

The second element is #OPSEO or Off Page but online SEO, which is all the supplemental online marketing and linked URL's (Uniform Resource Locators or online resources)  including but not limited to

• Landing pages where in page links point
• links in your  navigation structure
• author pages  -- REL = AUTHOR
• publisher pages --  REL = PUBLISHER
• contributor pages  -- REL = CONTRIBUTOR
• pages that expand the conversation
• internal links
• external links
• pages identified as landing pages by your web design or blog design team
• Link building efforts that result in inbound links
• Social media marketing
• blog posts discussing your online content
• influencer marketing
• email marketing with embedded links
• business directories and online classified marketing
• good old fashioned editorial links from other domains

The third element is #OLSEO or  Off Line SEO, which is the area where you ensure that your intended target market know what your key words are, so that they will use your key words in their search queries.  Here you need to remember that SEO or Search Engine Optimisation is the toolkit that you supply to the search engines so that they may build bridges between your online content and your intended target market audience.  These bridges are the connections between search queries and key words, as determined by search engines following their many different algorithms. This OLSEO is done in many areas including but not limited to

• your print media marketing / advertising
• news papers
• magazines
• flyers
• billboards
• your radio marketing advertising
• when attending trade shows 
• when attending public speaking events
• at conferences or industry specific events
• cold calling by your marketing staff
• in house personal discussions with your customers by your sales staff

These three elements of SEO need to be well managed and properly integrated to ensure that all your marketing staff understand how they are related, and how these three separate SEO tactics  influence each other.  All marketing staff need to be aware of ALL the In page issues such as the Schema markup, hash tags, videos, audio clips, Hangouts On air and other issues, so that they can incorporate these within their own personal interactions with your customers, clients and general target market audience, both within the online environment as well as the off line environment.

So coming back to the "WHY SHOULD YOU CARE"  issue... you should care because this will influence how your target market uses your key words in their search queries.  If you are successful in all three sectors of SEO then your intended target market will use your desired key words in their search queries, and search engines will easily match the intent of the search with the intent of your online content,  then place your online content at the top of the SERP's, as well as in the many new SERP displays such as the local pack, the instant answer box or other display options.

Is SEO important to your company ?

SEO or Search Engine Optimisation is the toolkit that you supply to the search engines so that they may build bridges between your online content and your intended target market audience.

 

If your SEO is done right then the search engines will be able to build  bridges with Good well mapped access points that allow free flow of high volume traffic between the search engine and your online content for your end users.

 

Doing SEO right is such a difficult task, as there are so many different components that need to work together as a team, with many that are in a constant state of flux.  Understanding these different components and how they interact within each other is the key to good well managed information flow patterns that are used by your marketing team to ensure a constant demand for  your products, services and related information.

It thus follows that SEO or Search Engine Optimisation is the most vital component of your online marketing, as if this is not done right your online content will not reach your intended target market audience. 

The power of SEO or Search Engine Optimisation to influence your  online penetration must never be underestimated. Over the last few years the SEO industry has evolved from a purely technical in page only issue,  to now include all your marketing channels, and invade every corner of your marketing environment, both online and offline.  We need to get you to understand that  SEO now has three primary focal areas that need to be well integrated into your total marketing plan.  If this integration does not take place then you will have very poor  penetration within the  online marketing industry.

These three focal areas of SEO are 

1) IPSEO or In Page Search Engine Optimisation

2) OPSEO or Off Page (but online) Search Engine Optimisation

3) OLSEO or Off Line Search Engine Optimisation.

IPSEO or In Page Search Engine Optimisation is all the technical stuff that is hidden within the HTML code of the page in question,  as well as a host of other related issues that are both seen and unseen by your intended target market,  when they consume the online content made available to them,  through your page in question.   There are many folks that do a wide variety of different things here, but it starts with   a marketing brief from the marketing manager.  The list below is a partial list, and only includes some the more important In Page issues that need to be addressed after target market and keyword research has been documented and shared with the relevant folks.

• the textual content or copy writing
• any images
• any audio files
• any video files
• navigation structure
• internal links
• out bound links
• the page lay out and colour scheme
• micro data added to improve contextual issues
• meta data in the page <HEADER> section
• java scripts or any other hidden scripts

OPSEO or Off Page Search engine Optimisation is the next step, but some of this may need to be done prior to actual publication of your page to ensure proper information flow patterns.  OPSEO is all the online marketing done that links to the page in question, as well as associated online information which is called by a variety of different names as in the partial list below.

link building

relationship marketing

content marketing

search engine marketing

social media markleting

email marketing

These marketing channels are sometimes seen as independent marketing channels, but that is a misconception that needs to be addressed at the top level within your marketing structure, as these all have a very significant impact on a variety of different STFSEOVI or Semantic Trust Factor Search Engine Optimisation Value Indicators.  Google as well as most other Search engines are now using these so called Semantic Trust Factors and Semantic Footprints in a number of different algorithms that impact on the SERP's or Search Engine Results Pages.

OLSEO or Off Line Search Engine Optimization is  the art of applying psychological tactics to plant semantic seeds in your intended target market audience's thinking patterns and thought processes, through the use of off line marketing channels such as but not limited to:

news papers

magazines

radio

Television 

road shows

speaking events

These SEMANTIC SEEDS then need to be germinated and nurtured through clever use of your OPSEO or Off Page, but online search engine Optimisation tactics, so that your intended target market will use your desired key words within their search queries. It thus follows that these three different layers of Search engine Optimisation need to be properly understood by your marketing team, so that each person within your marketing team can understand where their efforts fit into the picture, and how their individual efforts need to be integrated into the total marketing picture for best impact on the SERP's

 watch this HOA  (BILL and AMMON's BOGUS HANGOUTS) with +Bill Slawski  and +Ammon Johns for some great tips on SEO issues.

Google Collections as an SEO tool

Online marketing is a very complicated affair and has many separate components that need to work together as a team for any degree of success. We have those who require information on one side, those who are offering information on the other and search engines in the middle,  connecting those who are looking for information with those who are displaying information (marketing).

Those who are looking (searchers) are our intended target market audience, and they create *SEARCH QUERIES*

Those who are displaying (marketing / advertising),   use *KEYWORDS* as their primary tool to influence search engines.

The search engines use many different tactics and a host of algorithms to mathematically calculate which online content is the best possible match  for each search query, and display their findings in a SERP or Search Engine Results Page for the person searching to select the page that best matches his / her intentions from the list of pages displayed in the SERP

Before Google hummingbird stepped into the picture all search engines used to rely on keywords and inbound links as the two primary SEOVI or Search Engine Optimisation Value Indicators The Google Hummingbird algorithm turned search upside down and inside out, as keywords and links were suddenly demoted to being an awful lot less relevant than they were, with a host of new SEOVI or Search Engine Optimisation Value Indicators that suddenly came into existence within the social media space. These new Search Engine Optimisation Value Indicators became more important than keywords or inbound links due to their vast numbers of different individual search engine optimisation value indicators that were not directly within the online content, but added value in some way or another to the Search engine optimisation Value Indicators associated with the  online content in question.

Here we are talking about many things and the list here is only a very small subset of  the vast number of Search Engine Optimisation Value Indicators  (SEOVI's) that are considered and factored into the host of  SEA's (Search Engine Algorithms) that perform a large number of  different operations, storing many intermediate variables for each individual piece of online content, within their *LARGE DATA SETS* that are used by subsequent SEA's and finally by the SEA that actually assembles the SERP

• author values
• publisher values
• social re-actions
• page rank of social posts
• out bound link values within social media posts
• semantic foot prints of authors and publishers
• Semantic footprints of those who interact with the posts in question 
• content matching as in keywords and associated semantic linkages between post and online content in question
• network positions and nodes that connect the different digital identities to each other through SEMANTIC linkages
• context matching between social media posts and online content in question
• intent of social media post, and the ability to connect that intent to the page in question
• the actual intent of the search query
• is the searcher logged into Google or not
• any previous searches made from the same device
• any previous searches made by the individual searcher if logged in
•  context of  online resource housing the content in question.

The above list is a very small subset of all the issues at stake, and the new *GOOGLE COLLECTIONS* gives us as marketers a new tool to add an extra set of SEOVI,  that have a very strong *SEMANTIC INFLUENCE*  and will add a very large *#STFSEOVI  (Semantic Trust Factor Search Engine Optimisation Value Indicators)*  contingent to each identified digital entity that is directly referenced within  any out bound link in any one of the posts contained within any individual *GOOGLE COLLECTION* created by and *INDIVIDUAL DIGITAL ENTITY* be that digital entity a person, a Google plus business page, or any other Google plus profile that has the ability to make use of Google Collections.

Those who understand the *IMPACTS OF GOOGLE HUMMINGBIRD* and have taken the time to implement authorship and publisher issues within their online content through the recommended HTML methods of *REL = AUTHOR* as well as *REL = PUBLISHER* will score immensely from this new Google plus option of *GOOGLE COLLECTIONS*

Making use of Google  Collections in a well managed and properly structured #FUFISM based marketing strategy,  will improve the STFSEOVI or Semantic Trust Factor Search Engine Optimisation Value Indicators of every single digital entity referenced within each and every out bound link within  any post within each specific Google Plus Collection.

These new SEOVI or Search Engine Optimisation Value Indicators as associated with Google collections will not make or break your online  marketing  efforts, but are just one new piece to the semantic puzzle that constitutes your online marketing.  It is thus of extreme importance that you manage your Google Collections properly and ensure that *each post within your specific Google Collection*  is on topic and relevant to the collection as a whole.  *OFF TOPIC POSTS* will dilute the power of your Google Collection to influence your SERP's .

 a collection of FUFISM related infographics       a collection of SEO related infographics

key words versus query: what is the difference?

Key words versus query : what is the difference?

This topic comes up quite a bit within the search industry, and is actually rather irritating in my mind.  The reason,  at least in my minds eye,  is that those who are asking this question have no clue as to the meaning of SEO (Search Engine Optimisation) and even less understanding of the terms #IPSEO  #OPSEO   (edited and added new term) #OLSEO

First I do believe we need to clarify what exactly is SEO or Search Engine Optimisation, as there are so many different definitions for Search Engine Optimisation, with many being worded specifically so that a certain biased view is highlighted.  this leaves many people confused, as they do not get exposed to other ideas, and are stuck with a biased view of what Search Engine Optimization truly is, and what it can achieve.

From my perspective,  I like to think of SEO (Search Engine Optimisation) as all the work done by your entire marketing team, as well as all their partners to ensure that your online work is discovered by your intended target market audience,  when they search online for anything related to your products, services or other  online content.

SEO or search engine optimisation has three separate objectives that need to be achieved to be declared successful, and the last objective has two components.  these objectives are

1) your online content must be indexed by a search engine

2) your online content must appear in the SERP's (Search Engine Results Pages)

3) Your selected target market audience must select your result in the SERP (Search Engine Result Page) then follow through by clicking on your desired CTA (Call To  Action) within your online content.

Failure in any one of these three objectives means that your SEO (search Engine Optimisation) has failed.

SEO is divided into  two main parts, the first is #IPSEO or In Page search Engine Optimisation and the second is #OPSEO or Off Page search engine optimisation, which has a NEW subdivision called #OLSEO

IPSEO is the primary part of your SEO strategy, and is dependent on your target market and the associated target market research, along with topic and key word research.  There are also a host of IPSEO issues that are not connected to keywords in any way, which are also of extreme importance.  These are things like the visual appeal, the navigation structure, in page images, in page audio, in page video, content structure, meta tags and HTML mark up as well as  many others.

OPSEO is all the stuff that happens of page and includes things like but not limited to

relationship building
link building
social media marketing

OLSEO is where you do all the off line stuff like

radio marketing
print media marketing   (news papers, flyers and bill boards)
road shows and Public relations issues

These off line media are the spaces  where you psychologically attack your intended target market in subtle ways to get your keywords stuck within their thinking patterns so that they will use these key words when they formulate their online search queries.  You basically plant semantic seeds in this zone, that will be nurtured and fertilized within the online environment to grow from semantic seeds to become search queries.

Key words are those words that your copy writer and associated staff will use during content creation.

Queries are what an end user of a search engine type into the query box when looking for your online content.

It thus follows that you use keywords and selected topics within the make up and design of your online content, and your intended target market constructs queries (hopefully using your selected keywords|) which they then type into the query box when searching online.

If you have done  your OPSEO or Off Page Search Engine Optimisation a properly, then your intended target market audience will use your selected key words when they construct their query.  


This is an awful lot more difficult than I have alluded to here, and the OPSEO work covers many more areas than I discussed here, but each is in place to ensure that your intended Target use your selected key words when searching, and that search engines understand the intent of your online efforts. 

If you have done your #IPSEO or In Page Search Engine Optimisation properly then the search engine will match a search query to your online content  by understanding the intent of both your online content and your intended  target market audience when they are looking for your content.

Key words are used by the design staff during the page creation process, and queries are used by your intended target market audience to surface your online content.

Queries are constructed using what ever words are in your target markets current thought processes, so your OPSEO or Off page Search Engine Optimisation and the related OLSEO or Off Line Search Engine Optimisation, must in some way influence the thinking patterns and thought processes of your intended target market audience to be successful. 

Your IPSEO  must  cater to the search engines algorithms,  and influence the semantic footprint of your online content to reflect the intent of your online content in the most appropriate way to search engines 

Your OPSEO must cater for both search engines and your intended target market. Your OPSEO must influence the thinking patterns of your intended target market to ensure that they will use your key words in search queries.  Your OPSEO must also allow search engines to interpret and act on the intent of your online content as well as the meaning and related semantics of your online content.

Your OLSEO must impact on the thinking processes and thought patterns of your intended target audience and influence this group to use your selected key words as search queries.

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

What impact does SEO have on your conversion issues

During the writing of my book on #FUFISM  the question of the impact of SEO on conversion and marketing funnels and how your two separate SEO teams need to collaborate and co-ordinate their efforts in a manner that best impacts on your SERP's (Search Engine Results Pages)  came up in a few different areas, so needs to be addressed.

I would like to share this preliminary quote from the book with you and solicit some conversation around these issues so that I may have a deeper understanding of how technical I need to make this small section, which will be about three, perhaps four pages in the book.

FUFISM is a marketing philosophy where the social media is the primary driver of your link building campaign and plays a major role in your SEO policy and all marketing strategies, both online and off line.   to read more about FUFISM read here

Start Quote

One of the biggest issues within the SEO INDUSTRY is for the copy writer and associated visual content creators to understand which portion of the sales funnel or conversion funnel that they are working on, when they work on the content of any specific page.

Each visual content creator as well as the copy write, r and every member of your IPSEO (In Page Search Engine Optimisation) TEAM,  as well as all others who work on your In Page Search Engine Optimisation issues,  need to receive their own individual marketing brief.

You also need to ensure that these individual efforts and related issues,  are  properly documented,  showing purpose, aims and objectives, so that those who will be doing your OPSEO or Off Page Search Engine Optimisation can properly understand the specific target market and primary CTA or call to action which the public relations team and associated marketing management  have laid out, and documented in their marketing action plan., which they expect the OPSEO (Off Page Search Engine Optimisation), implementation team to follow through with.

If these contributors to either your IPSEO (In Page Search Engine Optimisation) or OPSEO  (Off Page Search Engine Optimisation) for your online content get things wrong you can end up in real trouble real soon as far as your SERP’s (Search Engine Results Pages) are concerned. The issue is that these have very significant impacts on your bounce rate when a page is opened from the SERP’s or Search Engine Results Page, then closed or not viewed. 

Viewers (your target audience) will quickly close the page in question or go back to the SERP’s, if what they see is not what they are looking for. This action by your intended target audience will result in the search engine giving the page in question a poor bounce rate and associated trust factor signals.  This will soon start to have an impact  on the SERP’s for this particular page, and it will slowly drop out of the SERP’s as soon as the so called QPFS or Query page freshenes score,  starts to wane with age. Remember that a fresh page always has a big boost in the SERP’s due to this QPFS which is a significant SEOVI (Search Engine Optimisation Value Indicator) that looses value over time on a logarithmic scale.  Many SEO practitioners do not take this into account and very few ever tell this to their client base.

This slow drop in the SERP’s is not serious at first, but as the associated trust factors start to filter through into your page’s semantic foot print over a week or so, this suddenly starts to impact on a wide variety of other issues, such as page rank, site rank as well as many different author and publisher  related SEOVI (Search Engine Optimisation Value Indicators) that are connected to trust factor issues, which makes this a very serious site wide issue.

If your web site has other such pages where the bounce rate is unduly high, these issues become ever more important to understand and fix. We will not discuss actual conversion processes or sales funnel techniques here, but this section is just to advise you that these things need to be taken into consideration, and as your specific target market for your SEO varies according the the product, service,  information, or specific online content that you want your intended target market to be exposed to, and what the primary call to action statement within that comment is, needs to be evaluated very closely when doing SEO for any specific online content..

It thus follows that knowing about specific issues associated with conversion rates and sales funnels need to be understood by your marketing team, and also documented in the over all marketing action plan.  This is essential so that one has the tools and the necessary documentation to fix any errors that may creep in and have a negative impact on your total SEO STRATEGY.

Your Social Media marketing team who are the primary OPSEO (Off Page Search Engine Optimisation) drivers need to use the documentation associated with target research and associated point within your marketing / sales funnel to do their job right, as this will give them a deeper understanding of the copy and associated links that they will insert into their social media posts. Here the sequence of events leading up to that specific point in the conversion process must be clearly understood, so as to ensure the highest possible conversion rate for that page in terms of clicks on page so as to have excellent bounce rates.

It must also be noted that pages with higher conversion rates tend to climb higher in the SERP's as the trust factor signals associated with the page in question grow to a favorable bounce rate.

End quote

Leaving your comment here or in a social media post using the hash-tag #FUFISM will be truly appreciated. I use the the mention social media marketing tool to keep track of these issues, and should respond within 24 to 48 hours

Does paid advertising have any SEO Value?

The SEO  benefits of paid advertising are huge! 

 

Paid advertising is not usually associated with SEO, and this is a very big mistake, especially since the introduction of the Google Humming Bird Algorithm where SEMANTIC FOOTPRINTS and TRUST FACTORS now form the core of the primary SEOVI (Search Engine Optimisation Value Indicators) which need to be considered when doing any form of SEO (Search Engine Optimisation)

To understand these issues better, we need to come to grips with what is meant by SEO and there are so many different versions of this story, so to ensure the we stay on the same page and that  YOU clearly understand my point of view I will once again quote my definition of SEO.

In my opinion SEO or Search Engine Optimisation has three distinct objectives

1) to ensure that search engines index your online content.

2) to ensure that your online content appears within the SERP's  when people are searching for your products, services and related company / organization information.

3) to ensure that your intended target market audience select the link to your  on line content, then follow through by performing at least one CTA (Call To Action)  within the page that they selected from the SERP;s

If any one of these fails your SEO has failed.   Now that we understand the purpose, aims and objectives of any good SEO strategy lets see how PAID ADVERTISING IMPACTS ON THESE ISSUES

When a spider takes its data from the page in question the information about the advert in question is also included within the page as part of the #IPSEO or In Page Search Engine Optimisation.  So you as the owner of the page need to negotiate with the advertiser and ensure that the advert is suitable and relevant to your intended target market audience.  This is basically saying that you are in control of the quality of the advert and must thus ensure that the advert meets your qualifications,  other wise do not display the advert within your page.

When you place paid advertising within your page, from display networks like Google adsense and many others you specify your target audience, and have access to many filters and tools that would ensure that your adverting is in some way related to your target audience.  If you have done your #IPSEO or In Page Search Engine Optimisation right, and documented this clearly within the target market research phase then setting these related filters within your adsense campaigns will be relatively easy. If you make it easy for the search engines to identify your desired target audience, then the ad display network will also be able to calculate and predict your intended target audience, and thus have much better quality adds.

It is our considered opinion that this improved quality of the in-page advertising filters through to the quality of your page and impacts on many other #SEOVI (Search engine Optimisation Value Indicators) from page rank and domain rank through author, publisher and many other SEOVI specifically your semantic foot print and the associated trust factors.  These Search Engine Optimisation Value Indicators (SEOVI) are the variables that Google as well as other search engines use within their very complicated multi stage algorithms that match a search query to a SERP (Search Engine Results Page)

+Rand Fishkin  of +Moz posted this  #whiteboardfriday  where he talks about the issues associated with paid advertising and explains many of the related issues.