Links and the #EEAT issues

Within the interwebs links do so many strange things, and the impacts of links, both external and internal, as well as in bound and out bound impact your SEO in such powerful ways. 

#EEAT is a vastly complex search engine optimisation Value indicator.

 Most folks forget that every link has two sides... yes that is correct, two sides. first is the origin and the other is the destination

These links do many strange things in a host of unthought of places.

 Search engines use these kinks in so many different places, but most SEO PRACTITIONERS that I speak to are very ignorant and refuse to think past the end of their noses

Once your online content has been indexed, that is when the fun and games starts. all search engines use the links within your online content to start mapping out many different issues like

•  trust maps, 
• entity graphs
•  link maps, 
• expertise maps, 
• expert connectivity status graphs,
• subject matter connectivity  graphs
• Subject matter connectivity maps 
•  and so many more. 

 There are actually thousands of data bases at play here, where search engines take a very fine tooth comb and evaluate your content in very serious and devious ways.  This is where the #HummingBird algorithm shows its value 

 They need to establish the purpose, aims, objectives intent and so many other issues about your online content. It is vital that you remember that Search has evolved, and search engines match your page intent to the intent of the search query. So keywords are not used during the initial search process. 

 This does not mean that #KeyWords are obsolete, coz they are not.. Keywords are actually vital, and they are used in so many other areas besides to match to query words. Many of the data bases that we are talking about here, use both ends of the link and compare both sides to each other and to a third area that holds the imagined contextual issues of your page. 

This imagined contextual map changes and grows, as issues within your page unfolds and gets exposed to the many different algorithms that are processed during the vigorous indepth evaluations of your content. Lots of strange and very sneaky things happen coz so  many things are happening at the same time in different areas of the page identity and categorising process. 

Semantic connectedness issues are also evaluated during this time. The semantic intentions of your content is first processed at this stage, but this is a very fluid issue, coz this changes as the search engine evaluates more and more issues, which are all integrated into these many different data bases that are growing, as the search engine's interpretation of your content evolves with each iteration of the algorithms that evaluate and transcribe your content into machine understandable contextual content within many different data bases 

 This is a very confusing time, coz so many things are being processed by a vast number of different algorithms, all at the same time. all SEO factors are evaluated and processed at the same time, but by different algorithms. So this is a very busy time.....

This repeats each time your content is revisited to include new backlinks or any updates that may or perhaps may not be re-evaluated. lots of issues are processed, and most require links to have any positive impacts on your SEOVI  (Search engine optimisation value indicators) these links nay be internal or external. 

The two ends of the link are compared in a very large number of different ways,  where context and contextual linkages are the key to better understanding your online content, along with the semantic connectedness issues. 

On line search is a vastly complex issue where many different Search engine optimisation value indicators are evaluated and taken into account, to give your online content a set of scores that will be used to match your online content to future search queries. These scores are stored in a wide variety of databases, leaving them ready to be used instantly. This is important, and can be seen if you look at how long your online search took to resolve. this is usually shorter than half a second for most searches, and the number of search results is scary, often being more than one hundred thousand matches.

The amount of preparations that are done to ensure short search times are achieved is incredible, and one thus needs to understand these issues when copy writing is undertaken. things like link attributes and related issues also need to be included here.   All links are valuable, and each link in your content gets the same basic treatment, then some will get extra issues added if the search engine deems it necessary to expand the conversation. 

 Trust and authority are some of the extended evaluations that need to be properly interpreted. Contributor Expertise and contributor experience is slso an extended evaluation zone. EEAT or Experience, Expertise, Authority and Trust are all rather strange SEOVI ( Search engine optimisation value indicators) that rely on links to be mapped to the correct issues within your online content. 

It thus follows that links and link attributes need very careful deep planning to get the most  powerful SEO  impacts. 

EEAT or Experience, Expertise, Authority and Trust are all special use search engine optimisation issues that search engines use to evaluate the purpose, aims, objectives and intent of your online content. 

There are many issues and different entities involved. Each contributor is evaluated for their personal EEAT, and then the page itself also gets an EEAT SCORE according to the Aims, objectives, purpose  and intent of the page in question, as well as the EEAT SCORE of all identifiable contributors to the content in question.

So EEAT is much more complex than you think. New techniques and tactics are constantly being added and this helps to ensure the success of the search engine in question. 

What is the purpose of your online strategy and why should it be documented?

What is an online strategy?

During my research for the book I am writing on FUFISM I have spoken to many folks, in a variety of different environments from random folks in shopping malls, to focused online communities where SEO and online marketing are discussed in the most serious ways you can think of.  The question posed here  "What is the purpose of your online strategy"  always gets a strange answer.

Most ask do you not mean your online marketing strategy, and my stock answer is NO I am not talking about online marketing, I am talking about your online strategy and why you have an online presence in the first place.  Online marketing is only a small portion of your online presence, what about all the associated stuff like customer service,  public relations, event management, research and other business related issues?

So what is the purpose of your online strategy?

Sure sales and marketing are part of the mix of reasons for having an online presence, but they are not the only reasons that you need to have an online presence.  As you document the purpose, aims and objectives for your online presence, many more issues will come to mind, and these can then be added to your documented planning for your online presence.  An unplanned online presence is a very dangerous affair for many different reasons, and  these will surface as you progress through the methodology of setting up your online presence, documenting the procedure and actions as you go along.

From a #FUFISM based  marketing perspective,   planing and documenting your plans is one of the core elements that need to be addressed,  and done right, because your entire online marketing effort will hinge around and be influenced by these documents and associated activities.

Having an online strategy is the first step in your online marketing efforts, as this documented general online strategy will  inform your online marketing strategy, and discuss how your online marketing efforts will dovetail and mix with your off line marketing strategy. Understanding how your off line marketing and online marketing mix and influence each other is also a very important part of your planing strategy.

Before you formulate your online marketing strategy you need a clear understanding of all the components of an online marketing campaign, and a very deep understanding of SEO or Search Engine Optimisation.  Remember that SEO is the primary issue that needs to be integrated into all your marketing efforts both online and off line. Other components are more subject matter intensive, and require deeper planing around the issue at stake.  An online marketing campaign should, at least in my mind have the following components as bear minimum

1)  a website
2) a blog
3) a social media platform
4) a documented  off line marketing component
5) a documented management strategy
6) a documented collaborative strategy to ensure cross media and cross platform integration.
7) an SEO strategy that links this campaign to your other online work.

These seven basic components need to be well integrated, and shared across company divisions and marketing departments, both online and offline.

SEO or Search Engine Optimisation has three distinct layers that need to be clearly understood, with a proper focus on how they need to be integrated  into your marketing strategy, both within the off line as well as the online environment.  I have discussed these issues before  in the 4u brand blog, and you can read these posts later by following the links at the end of the article.

From a FUFISM based\ marketing perspective the three SEO layers are

1) IPSEO or In Page Search Engine Optimisation
2) OPSEO or Off Page but still online Search Engine Optimisation.
3)OLSEO or Off Page and also off line search engine optimisation

These three layers of search engine optimisation all have the same target market audience, and the target market research done should be shared by all three layers.  Each of these three layers also needs to be documented and shared across platforms, across media and across departments. The two main purposes here, are to ensure that research is not duplicated in silos, and that any silos within your marketing structure are removed and reduced to common shared documentation.

The online environment has changed radically over the last few years, and the introduction of the Google Hummingbird algorithm, along with its cousins in other search engines, has changed the online search environment in more ways than most people could possibly imagine.

 Search went form strings and links to now include this list and many other seemingly unrelated  issues.....

• strings, 
• links,
• things, 
• context of content,
• people, 
• places, 
• activities and 
• many other  hidden issues as associated \with semantic footprints and related human social media  issues.

The old set of SEOVI or Search Engine Optimisation Value Indicators that search engines used before Google introduced the HUMMINGBIRD algorithm did not vanish or become redundant,  but are still very much part of the primary search picture. What did how ever happen is that a brand new set of search variables or  SEOVI were introduced which run along side the old variables, and are factored into new and updated search algorithms which  enhance and contextualize the old variables so that your online content may be better matched to search queries

SEO or Search Engine Optimization now includes  a vast array of new SEOVI (search engine Optimisation Value Indicators) and understanding the Google Hummingbird algorithm will help you better recognize these new SEOVI so that you can deal with them in the most appropriate\manner, as they are very varied, and pop up in un-thought of locations, such as the new Google Collections, which has  many folks debating a host of related\ marketing issues that have come to light through the use of Google collections.  see link at end of document.

From a FUFISM based\marketing perspective you have three elements  that make up search, which need to be addressed\in your SEO. these are

1) your online content and all other world wide online content
2) the search engines
3) the world population which includes your target market audience

It is the function of a search engine to match search queries to online content in ways that satisfy the end user who typed in or other wise placed a search query for the search engine to reply with a SERP or Search engine results page.

It is your duty as a publisher, author or marketer to ensure that a search engine is supplied with the necessary tools and knowledge to  enable the search engine to construct a bridge between your desired target market audience and your online content,  with well laid out approaches and road\ maps that make it easy for your target market audience to access your online content across these bridges, (read SERP's) in high traffic volume loads.


So when drafting your document discussing the purpose of your online presence you need to be clear on your online marketing needs and aspirations, so that this may be introduced to the rest of your staff in ways that they can understand the match between your purpose of being online and how much of this is for marketing.  You must also be clear to mention the other purposes of your online strategies, along with how these will interact with,  and influence your online marketing strategies.

Take your time and do a good job here.  Remember that this document is a living document that needs to be revised and updated\ on a regular basis, with a minimum of One month between updates or revisions.  If there have not been enough changes to your marketing structures or your target market research, then just say so in your monthly update, but be sure to do this at least once every month.  The middle of the month is in my opinion the best time to do this, as it is usually a bit quieter and there is no demand for reports on success / failure of your various marketing efforts at this time.

Once you understand what you want to achieve within the online environment, and have documented this clearly in ways that all staff members can read and understand, you will be ready to start drafting your online marketing policies, along with who is responsible to ensure that your SEO is integrated into all your marketing plans, both online and offline.

Remember that your online strategy  is a live growing document, and keep it updated and relevant.  

You documented online strategy needs to be very clear and have a minimum of the following issues discussed in detail, the more you add here the better your online marketing results will be.

• The purpose of your online strategy
• the aims of your online strategy
• the objectives of your online strategy
• a guide line to your online policies for 

• your web site
• your blog
• social media
• internal office use  
• research issues
• online marketing
• Integrating SEO with 
• your web site
• your blog
• your social media  marketing
• your print media marketing
• your radio marketing
• event planing and related marketing
• other  marketing strategies such as hashtag marketing

Discovery of your online presence is a very complex and complicated  matter that has many twist,  turns and strange deviations.  There are basically three avenues that your online content can be discovered by your intended target market audience. these are listed here.......

1) BY PURE ACCIDENT  WHILE SURFING THE WEB

2) BY MEANS OF YOUR ADVERTISING, either online or off line.

3) BY FINDING YOUR CONTENT IN A SERP (SEARCH ENGINE RESULTS PAGE)

The first, discovery by accident,  is not a good option, the second, discovery through your advertising / marketing efforts,  is a bit better, but can be very costly, the third, using a search engine,  is the best option. Unfortunately this option  requires lots of understanding and co-operation from many different folks in a  wide range of separate disciplines. 

For these folks to have an understanding of how they need to cooperate and  work together as a team they need to understand your online strategy, and where their efforts fit into the picture, as well as how their work will impact on others efforts so that they can maximize these different areas, which each will impact on their own associated SEOVI as well as other independent but related SEOVI (Search engine Optimisation Value Indicators.)

This documented purpose of your online presence will inform many different activities, actions as well as  interactions and then ensure that every marketing project, whether online or offline,  knows how their efforts are impacting on your online presence, what needs to be done to improve both the project in question and your online exposure in general with a focus on the specific project.

From a FUFISM based  marketing perspective the purpose of your online strategy is to improve your visibility both within the online environment and the off line environment and ensure that your intended target market audience  discovers your online presence, then follows through and completes your desired CTA's or Calls To Action within your online content, be it 

• in the social media,
•  within the pages of your blog,
• within your  web pages,
•  in an online forum or 
•  in any other online resource, or off line area where you may be active with your supplemental  marketing efforts

LINKS  to related  blog posts discussing SEO related  issues.

what is FUFISM and why should you care http://4ubrand.blogspot.com/2015/06/what-is-fufism-and-why-should-you-care.html

  

 +fufism   http://4ubrand.blogspot.com/p/fufism-functional-user-firendly.html

What is OLSEO ans why should you use it http://4ubrand.blogspot.com/2015/04/what-is-olseo-and-why-should-you-know.html

Is SEO important to your company http://4ubrand.blogspot.com/2015/05/is-seo-important-to-your-company.html

key words versus query: what is the difference?  http://4ubrand.blogspot.com/2015/04/key-words-versus-query-what-is.html

Link to a google collection where #FUFISM, SEO and semantic search are the core focal element https://plus.google.com/u/0/collection/UqTcX

 Semantic value of a Google plus collection http://4ubrand.blogspot.com/2015/05/semantic-value-of-google-collection.html
Googlwe collections as an SEO tool http://4ubrand.blogspot.com/2015/05/google-collections-as-seo-tool.html

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.

SEMANTIC VALUE of a Google Collection

The SEMANTIC VALUE of collections is currently very under estimated, and few actually realise that these Google Collections give Google (and other search engines if your collection is public)  a brand new set of #STFSEOVI or Semantic Trust Factor Search Engine Optimisation Value Indicators to use in their algorithms.

 

This blog post has been constructed  to augment this Google plus post discussing Google Collections https://plus.google.com/+FrankGainsford/posts/TLDjBuPapbs

 

These Semantic Trust Factors are the core element in establishing validity, authenticity and truthfulness of the content in question. Search engines do this through a variety of methods which +Bill Slawski  describes in his many efforts to inform us of the tricks and tools that Google uses within their algorithms.

When  using Google collections these SEMANTIC TRUST FACTOR SEARCH ENGINE OPTIMISATION VALUE INDICATORS are attached to the collector who maintains these collections, and then shared down the line with every identifiable digital entity in the posts that are added to the collection.

If you take care and have a very niche and well focused collection then this will reflect so much better on your personal value as an authority or knowledgeable person on the content and context of each collection that you as an individual mange within your Google plus profile, and Google will be able to extrapolate this further into your author value and the publisher value of any online resource where you actively contribute.

The fact that you as an individual digital entity are the sole curator of your Google Collections needs to be well understood and properly integrated into your other online marketing efforts.  Embedding a link to any specific Google Collection within other online content will add some very powerful STFSEOVI to this new resource, and as such you should not be very liberal where you personally share any links to your collections. when others share the link to your collection is of less concern to you, but should never be left out of the picture completely.  Google and other search engines understand who has shared this link to your collection, and add STFSEOVI accordingly.

If your collection get lots of shares, you had better hope that these shares are meaningful and are within reputable web sites that are topic or niche specific.  You should never encourage your intended target market audience to share links to your collections in a hap hazard manner, as shares to unrelated online resources will dilute the semantic power / value  that these collections will gain over time.

Your collections need to be well managed at all times, and you need to ensure that they are listed within your about me section of every social media profile where  you are active, as each of these listings will add value in the form of STFSEOVI.  these SEOVI will not be restricted to your G+ profile but will also rub off onto all the other social media profiles where you have taken the time to list your collections.  It is thus also very important that you list all your other social media profiles where you are active in your Google plus profile within the ABOUT ME SECTION.

The next issue is have you, or your SEO team,  ensured that the REL = AUTHOR and REL = PUBLISHER attributes within the HTML code of the content that you put out there for your audience, or the brand audience where you contribute to a blog or web site, is in place and functional, especially on the content that you wish to add to any specific collection.

These two HTML attributes are a vital part of search engines attributing the STFSEOVI (Semantic Trust Factor Search Engine Optimisation Value Indicators) to you as an individual as well as distributing any STFSEOVI that you as an author may have,  further down the line,  to your online content where ever it may be recognized and attributed to you as an author.

You do need to understand the difference between the author tag and the publisher tag and ensure that these are properly inserted, and only on the pages where they should be.  Using the rel = author tag on pages that they should not be may cause some issues, and a serious dilution of the power that your STF's (Semantic Trust Factors) actually carry through to other areas.

If your collections are in place to promote specific sections within your blog and web pages such as product, services and topic specific information  at the granular level, then this use of the REL = AUTHOR tag is of great SEMANTIC value and should be investigated to ensure that it is correctly formatted, and in some cases as appropriate to the context of the content not present.   The author tags should be reserved for content that can be authored, and not placed on product info pages, forms that an end user may fill out and similar non author related content,  where only publisher tags should be used.

Without proper cross discipline co - operation between the different marketing departments and the SEO team, these very powerful STFSEOVI . (Semantic Trust Factor Search Engine Optimisation Value Indicators)  that are attached to your Google Collections will be lost and valueless.  It thus follows that marketing needs to be clearly understood, and your target market well defined, before you run off and just add stuff to a Google collections.

To get the most SEO value from the SEMANTIC VALUE of your GOOGLE COLLECTION you will need to do quite a bit of in-house work-shopping around the issues of SEMANTIC MARKETING and the fact that there are three separate areas that SEO should be functionally implemented.

Each of these three separate areas of functional implementation of your SEO need to be properly co-ordinated and managed by your marketing team, in conjunction with the sales and various  SEO teams. Your SEO needs to be the lead marketing component at the meetings where these issues are discussed, but it must at all times be remembered  that

THE PURPOSE  OF  MARKETING IS TO GENERATE SALES

Once again the purpose of marketing is to generate sales... Now the purpose of SEO is to ensure that your online marketing is found by your intended target market when searching online, and we do need to remind you (the reader here) that there are many different definitions of SEO, so we will need to point out the fact that  this is a #FUFISM based marketing issue, so we need to use a +fufism based marketing definition of SEO


SEO or Search engine Optimisation is all he work done by your entire marketing team to ensure that your online content is found by your intended target market when they search online.



 With this in mind lets describe the three separate areas of Search engine Optimisation that you need to ensure are implemented and functional

1) IPSEO or In Page search Engine Optimisation
2) OPSEO or Off page Search Engine Optimisation
3) OLSEO or Off Line Search engine Optimisation

We all know about In page Search Engine Optimisation which is all the In Page stuff that is included in the HTML code and includes but is not limited to

• the meta tags in the head section
• the meta data embeded in image files, audio files, video files and other attachments
• out bound links, internal links as well as title, description and  related REL = XXX tags
• the text and copy writing
• any specif mark up coding that is added to the HTML structure
• navigation structure and related user experience

The OPSEO is also not a surprise as this is all the supplemental marketing, with a primary focus on link building done within social media, blogs and other web sites that informs search engines in more detail about the context and intentions of the online content in question.

Then there is the big surprise of OFF LINE SEARCH ENGINE OPTIMISATION  which is where true marketing skills are married to your SEO giving you the tools and opportunity to PSYCHOLOGICALLY ATTACK your intended target market audience through the print media, radio or any other offline marketing avenue at your disposal, so as  to plant the SEMANTIC SEEDS that will grow and bear the fruits of great GOLDEN SEARCH QUERIES from your intended target market audience.

Your online Google collections need to fit into this scheme of things very clearly, and the naming of these collections is thus not a haphazard affair, but requires intense target market research that is shared with all your marketing team, followed up by some well managed think tank consulting to determine the best names for your Google collections that will have the highest semantic values, as well as what type of posts to curate in which Google collection, along with which digital entity will own each collection, and why that individual digital entity  should be tasked with managing and curating that specific Google Collection.

Your Google collections need to fit into,  and be part of your OLSEO or Off line search engine optimisation in ways that would encourage your intended target market to use the selected topics and related keyword  as well as topic infrastructure that was   chosen to be the selected  criteria for which G+ Posts were added to your individual Google plus collection

It thus follows that you need to do some considerable research around specific topics and select these very carefully to include in a policy document for each of your envisioned Google collections to get the best Semantic value out of any Google Collection.

Without a well planned and properly managed policy for each individual Google Collection  you will be wasting your efforts, and not be as successful as desired,  as far as SEMANTIC MARKETING is concerned.

 

The semantic value of Google Collections is an awful lot bigger than most realise, and you should take care to do this in a well managed manner and ensure that your Google collections is integrated into your total marketing plan through properly instituted Search engine optimization policies that include #IPSEO, #OPSEO, OLSEO and related marketing policies. 

 

having policies that are not implemented is a very big issue, so you do need to appoint a person to oversee these issues and pass feed back at top level marketing meetings on the impacts of your individual marketing efforts and how they are working together as a team

List of G+ posts and other online pages referenced

http://4ubrand.blogspot.com/2015/05/google-collections-as-seo-tool.html
http://semanticxray.quora.com/The-meaning-of-Semantic?__snids__=1136846580&__nsrc__=2
https://plus.google.com/u/0/collection/UB_dX
https://plus.google.com/communities/103048251221048356778
https://plus.google.com/+BillSlawski/posts/X23kfyZjuX2
https://plus.google.com/+DavidAmerland/posts/MJqfrXf8duf


list of G+ users who have been involved in conversations around the SEMANTIC VALUE OF GOOGLE COLLECTIONS  in no particular order

 +Padraig Ó Raghaill
+Jason Darrell
+Zara Altair
+David Amerland
+Mark Traphagen
+Bill Slawski
+fufism
+Frank Gainsford  (yours truly)
+Denver Prophit Jr.
+Peter Hatherley  

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

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 is the value of a comment within the social media?

Comments within the social media have been  getting quite a bit of coverage during the last few weeks with many discussing the value of comments in terms of their impacts on your SERP's (Search Engine Results Pages) and your SEO (Search Engine Optimisation) tactics, with a focus on the semantic relationships between those who comment on a social media post or other online article and the content that elicited the comments.

+Randy Milanovic  wrote a great article where he requested input from others to discuss the issues around
determining the value of the ongoing conversation that may or may not take place within the comment stream of a post within the social media, on a blog or other online resource.  This conversation was quite interesting and had many influential people within the SEO (Search Engine Optimisation) industry passing comments and discussing the implications of comments on your Search Engine Results Pages.

Randy Milanovic posed this question : 

Does Social Engagement Affect Search Results?

This question is not a new one, how ever search engines have been evolving and growing their algorithms progressively as they gather more data about us from a variety of different sources.  The many different search engines are now using this data in meaningful ways that link individuals to specific social media  profiles, which can be identified and linked to comments made across a wide spectrum of web sites, especially those web sites that use social media plug ins to register users before they add content or comment on the content already published within that specific web site.

Following His discussions with those who chose to interact with Randy's Google plus post he wrote a blog post using that discussion to elicit a much deeper  and more meaningful conversation,  covering the many sneaky and devious issues around the semantic value of comments and the impact of this potential semantic value of comments on  other related SEOVI (Search Engine Optimisation Value Indicators)

This all came about following a comment I left using the DISCUS PLATFORM on an article that Randy Authored in the   Kayak Online Marketing Blog    

Social engagement takes on many different forms across the various social media platforms, web sites, blogs and other online resources available within CYBER SPACE, but I am only going to discuss comments further here.  Comments are a very important aspect of the social media or social aspect of any online platform and allow for ongoing conversations hopefully discussing the topic that was introduced in the original post, or  article, from a few different perspectives within the marketing industry.  This discussion will focus on the issues around search and the impact of comments on the SERP's (Search Engine Results Pages)

On going discussions within the comments of any post or article have many impacts on a variety of marketing issues, and these are commonly called engagement issues.  Engagement issues cover a wide spectrum of issues including but not limited to 

•  network building
• link building
• content marketing
• inbound marketing
• OPSEO (Off Page Search Engine Optimisation)
• Public relations issues
• customer care issues

This article will focus exclusively on the #OPSEO or Off Page Search Engine Optimisation issues, but that does not mean that the other issues associated with the value of comments are not important or significant, because they are,  and many of these issues have sneaky and devious positive feed back loops that add some serious SEMANTIC SEOVI (Search engine Optimisation Value Indicators) to any links that may placed within the comments, and increase the depth of the associated semantic footprints of all identified individual digital entities who comment or are mentioned in the comments associated with the post or article in question.

Search engines collect a vast quantity of data about us all the time, and use this data in VERY LARGE SCALE DATA to evaluate so many different aspects of who we are, what we do, which sites we visit, what we write about, which people we associate with online, what field of expertise interests us, and where we as individuals are deemed to be knowledgeable and so many others.

Individual people are identified, and associated with separate identifiable digital entities such as web sites, blogs, social media profiles and many others. Each digital entity has its own SEMANTIC FOOT PRINT which is much like our human fingerprints, and is unique to that specific digital entity. The more often one uses the internet the bigger the data that is collected about you, and the more accurate these calculated profiles become. For those who have concerns about online privacy these matters must be a night mare, as web sites use cookies and many other devious and dubious tracking techniques to follow our every move.  Search engines are the worst at this and they really try all tricks in the book and then a few extra to extract as much information about each online individual as they possibly can.

This information is used in many trust factor  calculations as well as in assessing your digital footprint, and the traces that one leaves where ever they visit online, are all factored into the various algorithms which pre-populate certain databases that are used in calculating the next stage algorithms which places SEOVI or Search Engine Optimisation Value Indicators at the disposal of the next stage algorithms.  Google does not let us know how many stages their algorithms have, but it is at least10, though many say it is much more.  each of these preparatory stages  prepares data for the next stage, and the final stage is calculated when the end user (the searcher) presses the enter button or initiates the search by other means, such as through speech in the newest mobile devices.  The algorithms like PANDA and PENGUIN are done at the early stages just after your online content has been indexed, but are run many times over, and each iteration adjusts the SEOVI in question, and these algorithms are repeated until a limit is reached and the changes within the various SEOVI are small enough to ignore. 

Trust factor algorithms are run later, and the results of these are then fed backwards into the system and the process is repeated again until the results stabilize, then this is repeated again til these impacts of the trust factors also stabilize.  Now one must remember that every social media post is viewed as a stand alone web page within a sub web (your profile / page profile) within the specific social media platform.  This is seen very clearly seen  by the way that your profile on any social media platform is structured.  For instance my personal pinterest profile is https://www.pinterest.com/info4u2use/  where pinterest.com is the domain, and info4u2use is the sub domain, and individual pins of images  are the separate pages.  Your G+ posts are seen the same way by Google. Comments that are added to any web page are thus an addition which is deemed to be an edit by a search engine, and so the process of adjusting the associated SEOVI (Search Engine Optimisation Value Indicatiors) must be processed again.

Now one must realise that the search engine understands that this is an edit, and thus treats the added comment as an addition to the page, and runs through the algorithms again, but does not start at the very beginning, rather jumping into the information flow pattern at a pre-determined point and proceeding from there.   The trust factors are now an important issue, as the author attribution of the new comment is known, because only logged-in persons may place comments within the social media structures. Who is the author of this comment and what is this authors niche field of knowledge are now an important issue.  If these issues can be matched to the content of the page in question and shown to be semantically relevant to the authors niche then some extra SEOVI's (search Engine Optimisation Value Indicators) are added which will have an imp[act on the position of this social media post / article within the SERP's (Search Engine Results Pages)

Each additional comment causes the same re-action from the search engine, and the trust factors as associated with each new comment are evaluated and added into the mix.  If any of the commenters have a high authority rating within the semantically linked space, then this may improve the accumulative SEOVI's associated with this particular comment and pass along many other SEOVI to other areas such as links placed with the comment in question.  The value that this has should not be underestimated, as this is part of a feed back loop which can have many unforeseen implications,  especially if the link points to a page where any one of the other commentators is referenced as an author, or directly connected to these issues through a link to a publisher, where any one of the commenters or the original poster is associated as a publisher or contributor.  When Google or other search engines re-asses the page in question these issues will then cause an improvement in some of the trust factor SEOVI and thus improve other related SEOVI that pass along value further up the chain. This added SEOVI here has a further knock on impact as this filters through the system and opperates as part of a positive feed back loop, pushing up values all along the way.

Each iteration of the algorithms causes a slight improvement until the values stabilize again at some new value.  These changes can be small, but they can also be quite substantial depending on the topic, who is commenting, what they actually type in their comments, and the links within any comment and the feed back loops that are created.  this is the reason that one should expand the conversation by placing meaningful links that expand the conversation within both the original post / article as well as within the comments.  the impacts of these links is very significant, and if done in conjunction with more than one social media platform, they can be very significant when added together.  If the original content in the web or blog has listed a publisher, through the accredited HTML 5  methods (REL = PUBLISHER)  and that publisher has created a community and then this commenting  happens within a post in that community, which is created by the author of the original article,  then the SEO impact can be very substantial.

Where the post in question that is receiving the comments resides,  is also a very big issue here, and the domain rank as well as the page rank of the original location where these comments are considered will also have an impact on the growth in value of the SEOVI (Search Engine Optimisation value Indicators) associated with any individual comment.

It thus follows that the SEO value of a comment can be very significant, especially if persons who have some authority within the semantically linked niche comment and sustain an ongoing conversation with links to other resources to expand the conversation.  This once again boils down to issues of quality, and not quantity, though quantity does play a role, especially when there is plenty of good quality.

Many thanx for reading to the end...

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.

A work in progress needs a mind map

Create your own mind maps at MindMeister

FUFISM EXPLAINED

#FUFISM   or Functional User Friendly Integrated Social Media is a marketing philosophy where the social media is used as the primary communication tool  to bind all your marketing both online and offline into one single well managed and properly  integrated marketing effort.

This is no easy task  and requires many different people working in very diverse fields  to co-operate and work together as a team, sharing  a vast amount of data, in a variety of formats, so that those in each separate discipline can understand, interpret,  then make good use of the data supplied by the other disciplines in a manner that improves the many different  #SEOVI  (Search Engine Optimisation Value Indicators) associated with their personal efforts, and allow for these SEOVI to be carried forward to other areas where a search engine may use these variables,  to determine the value of other connected and interrelated SEOVI.

It should be noted here, and remembered further that Google professes to use in excess of 250 different SEOVI when determining their SERP’s (Search Engine Results Pages) and that each of these many different SEOVI adds some value to your online work in the eyes of a search engine, and every tiny piece of value counts when you are dealing with highly  competitive search terms

Management issues associated with a FUFISM based marketing Strategy

A FUFISM based marketing strategy is no easy task and it requires a great deal of management of many diverse factors as well as a large team of professionals from a  variety of very different backgrounds. These professionals will all need to be re-educated as to the value of SEO and where SEO fits into the current online marketing world.

Many things changed when the Google Hummingbird algorithm was introduced in September / October 2013 and most marketing professionals have not yet been informed of the impact of these changes on the online search industry with most having no clue or very little knowledge of SEMANTIC SEARCH

This lack of knowledge about SEMANTIC search and the Google Hummingbird algorithm is a very big issue and I have personally found a great deal of resistance to the cooperative working environment where large volumes of  information that was previously held in separate *SILOS* by different company departments, now needs to be shared across all company departments in an open and transparent manner.

In the past most departments did their own research and the web site design team was often left out in the cold, doing their own  research into a number of different fields that was duplicated by

• the blogging team
• social media team
• print media team
• radio marketing team
• public relations management team
• product development team

When implementing a FUFISM based marketing Strategy,  the SEO team needs to be involved in all marketing strategies as the most important part of any SEO strategy is the large volume of #OPSEO or Off Page Search Engine Optimisation that takes place through many different channels where the social media is the one that has the highest levels of influence on your SERP's through the link building and associated semantic foot prints as well as the semantic linkages with their associated trust factors