What do you know about document trust within the online marketing industry?

Document trust outline.

in this document when we talk of Document Trust we are actually discussing the digital trust  between two online documents.

Document trust is a concept used extensively by search engines to evaluate a number of variables that would feed back into the search algorithms, as SEOVI (Search Engine Optimization Value Indicators) and have a rather serious impact on search results.

What most folks forget is that there has been an awful lot of work going on in the back ground where the search engines have indexed content, then sent out spiders following each and every out bound link found in  the document,  in turn, and creating a trust table between the two linked documents. These trust tables are then consolidated into a single trust table for each of the two ends of the link.

Within the online marketing industry web pages, blog posts and social media posts are each considered as documents, then there is the plethora of true documents that are  available to the public within the online environment such as  but not limited to

·                     PDF files

·                     images files

·                     video files

·                     office documentation

·                     spread sheets

·                     price lists or product lists

·                     data base files

When an end user of the search engine places a search query, the search engines such as Google, Yandex, Bing or MSN, they receive an answer within fractions of a second, and it seems like magic.

The judicial use of the many HTML attributes that are available is essential here, as things like, but not limited to  the list below will all add different trust values to the documents at each end of the link in many strange and devious  ways.  Also remember to evaluate the content of the HEAD SECTION of blogs and web pages that you own and manage, as many of the issues listed in the  list below can be added to the head section of a page, as well as being used as an attribute within the HTML code of  specific out bound links with very good impacts on your SERP's (Search Engine Results Pages).

·                     REL = AUTHOR

·                     REL = PUBLISHER

·                     REL = CANONICAL

·                     REL = NO FOLLOW

·                     REL = NO INDEX

·                     TITLE = XXXXXXX

·                     DESCRIPTION = XXXXXXXXX 

·                     KEYWORDS = XXXXXXXXX

·                     ALT = XXXXXXX

many of these HTML attributes can also be added to the EXIF DATA of documents such as but not limited to

·                     image files

·                     video files

·                     text files

·                     PDF files

·                     spread sheets

·                     price lists

·                     product catalogues

EXIF data when present in embedded files, such as but not limited to images, videos, audio or text files, has a very large and highly positive impact on many different aspects of the document trust table for any two online documents. The inclusion of things like the REL = AUTHOR, REL = NO INDEX and REL = PUBLISHER allow the search engine to include the great value that comes along with author expertise and specific subject matter accreditation due to the depth of the semantic foot prints of both authors and publishers.  These issues add great trust value to specific sections of both documents, which improve your over all rankings in the SERP's.

The content and context of each document is evaluated and compared for semantic matching directly between the two separate documents.  The next step is to compare the semantic matching between the lists of linked pages (out bound links only) for each page separately, creating two new trust tables that include data from all out bound links in each of the two documents in question and then comparing the two documents in question for semantic matching so that the search engines may determine if the out bound link has any value to the end user, specifically from the point of view of expanding the conversation or adding depth to a specific topic.

The depth and breadth of semantic matching between the two documents in question,  and the other documents that they link to,  is also a major trust factor issue, and how this matches up with any author or publisher semantic footprints is included in the trust based issues that search engines are looking at post HUMMING BIRD.

Document trust has always been an issue with search engines, and document trust has been used quite extensively in a number of sneaky and devious ways to establish algorithms like PANDA  and PENGUIN which are in place to add negative trust signals to pages and documents  that are marketed in ways that step outside of the rules which search engines expect publishers to abide by.  Those algorithms which add positive trust factors are not discussed openly by the staff at search engines, as this would give the black hat search industry a heads up of where and how they may game the system.  Those algorithms which have a negative impact are discussed at great length, in many forums, so that the public may know what SEO  and other online marketing  tactics to avoid or suffer the consequences.

Within the human environment there is intuition and gut feelings that have a very large influence on interpersonal trust, however within the online search environment where machines evaluate online documents through the use of algorithms there is no such tool for the search engine to use.  Search engines rely extensively on links between documents to connect the dots between different digital entities, and then understand the context and intentions of each specific document as best they can.  The more inbound links a document acquires over time the bigger the data pool that is available to a search engine to correctly determine the purpose, aims, objectives and intent of your online content.  That being said, you still need to avoid link farms and other black hat link building tactics, because inbound links from documents that have nothing in common with your online content can, and will hurt your trust factors significantly.

This is the main reason that content marketing as an SEO tool and tactic is so valuable. Content marketing allows you the luxury of expanding the conversation in meaningful ways, and the ability to include a host of extra trust signals in the form of but not limited to the list below...

·                     author signals

·                     publisher signals

·                     semantic matching

·                     context alignment

·                     purpose clarification

·                     intention definitions

·                     audience identification

It is thus important that when you do your content marketing, you take these document trust signals into account and use them wisely.   Avoid spamy forums, communities and groups that discuss wide range of divergent topics, and try to find focused niche areas where you can do your content marketing in ways that fit into the platform where you are doing your content marketing.  Be sure that the areas where you do your content marketing have a high semantic or context correlation with your online work whenever you can.  Using a social media business profile and keeping the content there focused on your niche target market topics is essential.  Keeping conversations active by replying to comments and placing relevant links to expand the conversation within the comment stream of all your social media activity is a very important part of your trust factor development strategies that needs you attention, as this boosts your trust factors in many strange and interesting ways.

Generating digital trust for your online content is not an easy task, as it is made up of a very large collection of many small tasks, some of which seem rather mundane and irrelevant AS TRUST SIGNALS.  These small things make up the bulk of the trust factors that search engines use when evaluating your online content, so take care to understand the value of digital trust and how it is acquired or destroyed through your supplemental marketing and the areas that you may use for your supplemental marketing.

The impact of copy writing on your SEO and SERP's

This blog post discusses some of the very many issues associated with your copy writing and getting Good SERP's (Search Engine Results Pages) due to the associated #SEOVI (Search Engine Optimisation Value Indicators) that reach out from your in-page copy writing into your #OPSEO  (Off Page Search Engine Optimisation) through Good well manged social media marketing of your online content.  

The semantic foot print associated with your #FUFISM based marketing is the primary driver of the many semantically linked SEOVI (Search Engine Optimization Value Indicators) that benefit significantly from ensuring that your online content gets the necessary social media attention  as well as the required link building and associated relationship building attention.

This post came about due to a comment that I left on a post by +Michael Q Todd   which you can find here  

Copy writing is a very serious issue and needs to be done with your intended target audience in mind.

Your content should be laid out and written for your intended target audience and not a search engine. This does not mean that you should ignore the search engine, but that the interests of your intended target audience should come first, with user friendly in-page navigation and links (Call To Action Statements) to in-page book marks as well as off page points where the conversation and topics may be expanded further.

The SEO (Search Engine Optimisation) issues associated with copy writing are very complicated and need to be approached from a #FUFISM  perspective. The issues listed below need to be in place to assist the copy writer in laying out the content as well as putting the content into the correct perspective so that your *TOPIC TARGETING*  and related key word research can be used in the correct context for maximum impact, through the use of in-page book marks, as well as off page links that expand specific in-page topics, and keep the end user (your viewer) engaged and topic focused.

1. a document discussing  the purpose aims and objectives of the page in question
2. List of links to related pages that have already been published, along with the documented issues of

• who is the target audience of these pages, as they may be different from the page in question
• documented purpose, aims and objectives of these pages, as they may be very different from the page in question.
• documented key word research and associated demographics of intended target market for these pages as well as for the page in question so that these may be compared and any adjustments made with the connectivity between these pages as well as the social media marketing that would go along with the new page which is being evaluated for copy writing.
• list of page specific topics indicating topic targeted issues  to assist in key word research
• document discussing the sales / marketing funnel, clearly indicating at what point within the cycle the page in question is, as well as the primary landing page of the next step within the sales / marketing funnel.

These notes and associated documentation should later be available to the social media marketing team, so that they do not need to repeat any  research, but can take a little time to evaluate and make sensible use of this data when compiling their posts, and use the same TOPIC TARGETING as well as AUDIENCE TARGETING notes*

You do need to remember that SEO has two very separate components which are interconnected and intertwined in such a way that they are actually one single complex marketing issue.  These are  #IPSEO  (In Page Search Engine Optimisation) and  #OPSEO   (Off Page Search Engine Optimisation)

It is important to note that all social media marketing and link building as well as relationship building are directly connected to the IPSEO (In Page Search Engine Optimization) first, and then become part of the Off Page Search Engine Optimisation (OPSEO)

It is thus evident that the copy writing of a web page or blog post is an awful lot more important than most marketing folks actually realise, as all your social media and related off page marketing are based around the actual copy within the web page in question, and the issue of *TOPIC TARGETING* needs to be well documented and carried through from the copy writing of the IN PAGE CONTENT to the RELATED OPM (Off Page Marketing)   Your Off Page Marketing, also referenced to as OPSEO (Off Page Search Engine Optimisation) or content marketing in many contexts,  should include but not be limited to :

1) social media posts on all platforms that you choose to use for this particular marketing campaign
2) any blog posts that may be associated with the online marketing of the page in question
3) any marketing of the page in question in classified adds including both online techniques as well as all off  line marketing avenues, which may include, but is definitely not limited to:

•  any news paper advertising,
•  any magazine or other print media advertising 
•  any radio or  audio visual marketing such as YouTube  videos or HOA's (Hangout On Air) that may be associated with this page and related pages within your web site.

Your in page  copy should include  short sentences, with no more than five sentences in any one paragraph,  ensuring that there is adequate paragraph spacing as this is a very important signal that search engines (Google in particular) use as part of their algorithm which evaluates user friendly behavior. User experience within your pages is becoming an increasingly important  #SEOVI (Search Engine Optimisation Value Indicator) and readability is one of the major components here.  Short sentences and paragraph spacing are critical elements within the SEMANTIC SEARCH SPACE as well as user friendliness issues.

Any images that you may use  within the in-page layout should be topic related and contain well thought through in image META DATA such as

• key words list
• image description
• image title
• image alt text
• geo data if applicable
• image creator (photographer)
• publisher data
• other related meta data that may be applicable to these issues.

The META DATA included in your image needs to be well thought through by your graphic design team,  after consultation with the SEO manager, and be made available to the copywriter so as to ensure that  the context of the image is understood by both your target audience as well as the search engine algorithms which will use this meta data along with the associated semantic image issues,  which the search engine may have managed to extract from the image in terms of the new techniques used to identify individual in image entities and other image related semantics

This is also important from a SEMANTIC SEARCH  perspective as the in-image meta data is used along with each sentence, and the context of the paragraph where it is connected,  to form interconnected small key word chains,  that are evaluated by search engines to define and separate the individual entities within each separate sentence,  and then associate these unique identified digital entities with a variety of different entity specific  semantic foot prints.  These different digital entities and associated SEMANTIC FOOTPRINTS include but are not limited to

1. the author's semantic foot print if applicable as defined in the HTML code by the *REL = AUTHOR* tag
2. the registered publisher's semantic foot print as defined in the HTML code of the page through the *REL = PUBLISHER* tag
3. the semantic foot print of any blog as well as all individual blog posts that may be associated with the page in question or linked to this in-page content in some way.
4. the semantic foot print of any person, or identifiable digital entity  who  posts about this page with an embedded link to the page in their social media post, or shares a post that has an embedded link to the page in question.
5. the semantic foot print of any online community, with Google plus communities featuring better than most others,  where this page has an embedded link within a post that points to the web page in question, as well as any person, page or other digital entity who shares any such post.
6. the semantic foot print of any Google plus page which has a post that contains an embedded link to the page in question, as well as any digital entity who shares this post.
7. the semantic foot print of any web site or blog that has an embedded link to the page in question  which has come about as part of your link building efforts in terms of your SEO policies which may be in place.

These associated SEMANTIC FOOT PRINTS all form part and parcel of the SEOVI (Search Engine Optimisation Value Indicators) which are used by  search engines  in evaluating a search query, which makes them IMPORTANT from an SEO perspective.

Copy writing does not get the credit that it deserves within the SEO community, and the Google Humming bird algorithm needs to be better understood by you and all others who are working on your project. 

READ MORE HUMMING BIRD  HERE

The Google Humming Bird algorithm was basically a re-write of the entire Google code around semantic issues allowing for the identification of individual digital entities to be understood and compared to real life individual entities such as people, places, artifacts, tools, natural items, man made items and so many more.

The Google Humming Bird Algorithm was introduced so that search could be better implemented with the understanding of which real life entity the end user of a search engine desires to know more about, and how the search engine can identify exactly which  online resource would best satisfy the end users information request.

Online search is indeed a very complicated affair, and you do need to take advice from all quarters, and evaluate which SEO tactics you can implement your self, and which you need assistance with so that you may implement better Search Engine Optimisation policies and procedures to get the best possible SERP's (Search Engine Results Pages)


Copy writing thus has a very significant impact on your SERP's from a variety of angles where the semantics identified within the content of your copy writing are extended to other digital entities, and then connected back to your web site, where the impacts can be seen on many different areas including, but not limited to

• your domain rank
• the site rank of individual sub domains
• page rank of individual pages
• author and publisher related metrics
• domain trust factors
• key word and long tail search related metrics
• actual SERP rankings (Search engine Results Pages)

 

This blog post was made to expand on my personal comment in this post by +Michael Q Todd 

Google humming bird algorithm and FUFISM

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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


online pages visited during research for this post.

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

http://en.wikipedia.org/wiki/Semantics
http://www.wired.com/insights/2013/10/google-hummingbird-where-no-search-has-gone-before/
http://www.entrepreneur.com/article/229506
http://www.reuters.com/article/2013/09/26/net-us-google-search-idUSBRE98P11O20130926
http://en.wikipedia.org/wiki/Google_Hummingbird
http://smallbusiness.yahoo.com/advisor/google-hummingbird-means-content-marketers-143119302.html
http://www.copyblogger.com/google-hummingbird/
http://www.ciol.com/ciol/news/199368/google-hummingbird-update-affects-websites-black-hat-seo
http://realbusiness.co.uk/article/24523-seo-guide-to-google-hummingbird
https://plus.google.com/+MarkTraphagen/posts/JH1gMKtwcfR
https://www.youtube.com/watch?v=crvqKS-CRNM
http://www.ctvnews.ca/sci-tech/fighting-facebook-google-sprucing-up-photo-features-on-google-plus-1.1282871
http://fourdots.co/blog/humming-in-google-minor-231/
https://plus.google.com/+MarkTraphagen/posts/fPpN8wGqPoA
http://moz.com/blog/be-the-result-that-google-wants-to-rank
https://www.youtube.com/watch?v=kS3V-FkUinI#t=739
https://www.youtube.com/watch?v=OJZIg3WlL74 

Understanding the term FUFISM and its implications for search.

My conversation on Google plus  (with John Kelden) has prompted this post discussing the issues of understanding FUFISM (Functional User Friendly Integrated Social Media)

What is Google's view on guest blogging for links?

This is a lot bigger than you think



In recent months the issues around guest blogging have changed considerably, and the advent of the #hummingbirdupdate have made these issues more important to get right.

So lets just explain the Humming bird issue a bit, then you will have a better insight into what I am trying to say.  Open this infographic in a seperate window / browser and go over it briefly.

Note in the sections labeled SOLUTIONS and PRESUMPTIONS the issue of quality and keywords are mentioned and this is of extreme importance, as you want your guest blogger to supply high quality, unique content that is written specifically for your site if you are the site owner.

On the other hand this implies by default that if you are going to be guest blogging for somebody else, your content should be written with the host sites audience in mind, and that you should not be regurgitating stuff that you have plastered all over the web in as many places as you can get your words to be displayed.

These issues are also very relevant to your authorship value and add a great deal of high quality SEOVI (Search Engine Optimisation Value Indicators)  to all your related work. The new Humming bird algorithm looks at the author quality and examines other posts and articles that have been written by the same author and looks for rehashed work, or duplicate posts in many different locations.  The big G machine has ways and means of detecting these things, and evaluates your work accordingly. If you write the same old stuff again and again in different platforms Google will begin to see you as a spammer, and if you are not careful your work will begin to be devalued in many different ways, as you will acquire the negative points that go along with spamming.  These negative points may not be very significant at first, but as they slowly begin to accumulate, and the pattern of regurgitating the same work over and over again emerges in multiple cases you will soon find your work dropping out of the SERP's (Search Engine Results Pages) and you will be scratching your pip and saying to your self "what do I need to do to rank better"

The solution is simple, but you will not get it because you will not be thinking of yourself as a "SPAMMER"  Always consider where else you have written an article on the same subject and try to quote that article in your work instead of rehashing the work. When guest blogging this can be difficult, but the new humming bird algorithm is the issue to consider, as humming bird likes these kinds of referrals, and uses them to build your author value and add the necessary SEOVI (Search Engine Optimisation Value Indicators) to a variety of areas including for the publisher (rel = publisher) the author (rel = author)  and the content meaning identification factors. So if you are a blog owner and have others posting guest articles consider these factors, and if you are guest blogging for others write them a short email discussing this and asking for the blog owners opinion.

This request for clarity on cross linking and related issues will put you as a guest blogger in a different light with the publisher where your post will be published as a guest post. Some may at first find this offensive as it is counter to the past rules of guest blogging where the blog owner did not want you to link out all over the place as this would perhaps lead the reader astray.   But the SEOVI (Search Engine Optimisation Value Indicators) associated with this behavior may well be worth it as the impact on the SERP's (Search Engine Optimisation Pages) will be significant.

Like I said in the first line of this post... this is a lot bigger than you think.

With Humming bird in the picture guest blogging is an awful lot more important than it ever was, and the quality of the work is so much more important for your author value.  The SEOVI associated with guest blogging is tremendous, and so is the associated punishment of negative values when you do sloppy work and rehash what you have already written else where.
   

Guest blogging has just got so much more complicated  and we need to get to grips with the true impacts of the humming bird algorithm.  As Google gathers more data and more people realise the value of the HTML 5 meta tags of   rel = me, rel = author and rel = publisher  these things will become clearer and those who take the time to use them will be well rewarded, as those who abuse them will be punished.

My personal opinion is that you had better ensure that you have done the G+ author thing and get to grips with understanding the many issues around G+ pages and publisher rights as viewed by Google.  those who do not do this will soon be slipping up on their marketing when their SERP's (Search Engine Results Pages) start to be less impressive than they would like.

See this article by Gina Fiedel for a different perspective.