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.

What is FUFISM and why should you care?

What is FUFISM and why should you care?

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

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

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

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

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

Read more about these three sectors of SEO here 

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

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

BUT WHAT IS FUFISM

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

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

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

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

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

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

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

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

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

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

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

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