Wednesday, August 09, 2017

What is the purpose of repurposing content ?

WHAT IS THE VALUE OF RE-PURPOSING YOUR EXISTING ONLINE CONTENT.


The topic of re-purposing content is coming up a lot these days,  and this recent post by  +Neal Schaffer  is just one example.

Most folks do not realize the SEO benefits of re-purposing your online content, and the value that this adds to your #SEMANTICFOOTPRINT

The term re-purposing is also just another way of saying that you are doing content marketing.....   just saying that words are confusing to folks who are not willing to understand the context of conversations.

Your original content is already within the online environment, and re-purposing your content allows you to do all the basic SEO tricks such as but not limited to

  • CONTENT MARKETING
  • CROSS MEDIA MARKETING
  • SEARCH ENGINE MARKETING
  • LINK BUILDING
  • SEARCH ENGINE MARKETING
  • SEMANTIC MARKETING
Most online marketing folks use a host of tricks and big words to confuse management and business owners into believing their version of online marketing is different and has more value than others.  These are quite often the same  folks that use the phrase "SEO IS DEAD"  and similar attention grabbing or click bait tactics to enforce their new version of online marketing where Search Engine Optimization is vilified and   made to appear as irrelevant or irrational.

SEO or Search Engine Optimization has evolved from a links and keywords only issue, way back in the late 1990's,  into a vast complex set of issues that are all interconnected and impact on each other through strange and mysterious relationships within the semantic environments of the inter-webs.

Re-purposing your content and linking the new work to the original content in a manner that it expands the conversation,  in different platforms,  is not a difficult task, and the powerful influence of this within the semantic marketing space, where the depth of your semantic footprint is the issue at stake, must never be underestimated.

Search Engines are now using these issues in complex algorithms, to determine the intent of your online content,  so that they may match this intent with the intent of search queries.  This  matching of intent  is a very complex issue, but one that has become essential due to the vast amount of data and information available within the interwebs.  It thus follows that re-purposing your online content and linking the different aspects of the conversation around the actual intent of the original piece of content is very benificial to your SERPs or Search Engine Results pages.

This re-purposing will also give you more than one avenue of getting discovered in the search engine, as each piece of content will have an opportunity to feature within the SERP's, and if your marketing is done well,  you will dominate the Search Engine Rankings for your desired set of keywords and semantically related topics, with many different platforms featuring within the SERP's. 

Folks will be able to find your content within the different platforms, using the internal search engine features of each separate platform,   and if you have ensured that your social media marketing is within the public environment, then you will also have multiple listings in search engines,  making your brand, company or business seem much more important.  Multiple listings in the SERP's will elevate your marketing to unimaginable heights.  

Re-purposing your content has been around for quite some time, never being  spoken of as re-purposing but as content marketing, social media marketing and other confusing terms, specifically to make the folks who use these tactics, seem more important than they are.   SEO or Search engine Optimization, is in reality just a very complex integration of all your online marketing efforts into a single well managed online marketing effort.

I have been using the term #FUFISM or Functional User Friendly Integrated Social Media   for some time now, and am thus greatful to all them online marketing folks who are now begining to move away from the idea of marketing silos where each marketing platform is seen as a stand alone platform to the apparently new concept of #INTEGRATEDMARKETING

Monday, August 07, 2017

How do your potential customers discover your online content?


How do your potential customers find your online content?

There are three basic ways that your intended target audience can use to find your content within the online environment.



The first is, where your intended target market audience will type your URL directly into the browser address box, because he / she knows your web address.  This is usually due to some OFF LINE MARKETING TACTIC where you inform your intended target market audience of your web address, such as news paper adverting, flyers or billboards.


The second is by pure luck or serendipity, when your intended target market audience discovers a link to your content while browsing  the internet.

The third  way that your intended target  market audience may discover your online content, is through the use of a search engine.

The first option can become  quite expensive, as you need to keep paying every month for newspaper, magazine and other expensive off line advertising, where you specify your web address and hope customers type your main landing page address (home page) into the browser's address bar.

The second  is just plain unacceptable from a business perspective, cos you have no control or management  over the serendipity or luck of  your intended Target market audience, and relying on this for your business success is just plain stupid.

The third option, using a search engine, is the most cost effective, but takes quite a bit of effort on your part.  Understanding  the basics of search engine optimization is thus an essential component  of current management skill sets. Taking a FUFISM based  marketing approach will ensure  better marketing success, as this marketing philosophy has a core focus on SEO and related marketing issues.

FUFISM or Functional User Friendly Integrated Social Media is just plain old school marketing, extended into the internet. Knowing your customers needs, and supplying a solution, but within the online environment, is one of the cornerstones of the FUFISM MARKETING PHILOSOPHY.

Using the social media as an online supplementary marketing  tool for your web site or blog is not a difficult  thing to do, however doing this with high precision, and targeting specific keywords and related semantics, starts to get a bit complex in nature, so you do need yo have s clear well documented plan of action

Failure to document your plan makes it difficult  to measure success or failure of your marketing. A written plan also makes it easier to enlist the help of others, as your aims, objectives and intentions will be easily understood, and less likely to be misinterpreted.  Having a written plan also makes it easier to integrate the three seperate components of the SEO space.


IPSEO or in page search engine optimization is all the technical stuff that is included in the HTML of your page, and this gives search engines the basic Context and SEMANTICS of your online content.

OPSEO or off page search  engine  optimization is all the supplemental marketing,  mostly within the SOCIAL MEDIA ENVIRONMENT, and link building strategies.

OLSEO or off line search engine marketing is all your standard old school marketing within the off line environment, such as newspapers, magazines, radio, flyers  and bill boards, where you introduce your event,  product or service  specific keywords  and related semantics to your intended target  market audience.

This is why keyword  research, and related topic selection is so important, coz you need to inform your copy writer and other technical SEO team members which words and related semantics they need to focus on. Here we are talking about things like alt tags for images, anchor text in links, schema markup and other tactics.

Your off line marketing needs to focus on this same set of keywords, topics and related semantics, to ensure that your intended Target market​ audience uses this same set of criteria when formulating their online search query

IPSEO or in page search engine optimization includes  all the technical stuff that is included in the HTML of your page, and this gives search engines the basic Context and SEMANTICS of your online content.

OPSEO or off page but still online search  engine  optimization is all the supplemental marketing,  mostly within your SOCIAL MEDIA MARKETING , and link building strategies, such as blog posts or online adds.

OLSEO or off line search engine marketing is all your old fashioned  physiological marketing tactics to get your intended target  market audience to use specific words (your keywords) in their search queries

SEO has evolved from a only links and link building strategy way back  in the late 1990's to a very complex state of affairs where we now need to understand our target market audience  and their approach to using online search to surface our content.

Creating quality content on its own is no longer an option, we now need to do an awful lot more, and ensuring that your Target market audience is exposed to your selected key words within the off line environment is now an essential part of your SEO strategies. How else can you ensure that your intended Target market​ audience types your selected  keywords into the search box of a search engine?

#ISPEO, #OLSEO, #OPSEO

Tuesday, July 04, 2017

Social litenimg with the @MENTION TOOL

SOCIAL LISTENING is the key to social media marketing
#FUFISM helps your online search results or #SERPS
success, and the MENTION SOCIAL LISTENING TOOL will help you manage your SOCIAL LISTENING STRATEGIES


Purpose  of social listening

Social listening has a multitude of purposes, with the primary purpose being to stay in touch with your intended target market audience and join conversations where  you and your products as well as services are the topic of discussion.

Aims of social listening


Each company  will  have its own long  list of aims when it comes to social listening, but there is a core area where  every social listening tactic has an impact. That is the ability to be informed when your input to a conversation is needed or required, by your intended target market audience. So one of  your primary aims within the social media space  should be to keep informed of when, and where, your input is required, needed or requested.

Objectives of social listening


Social listening is a very complex business where there are a host of marketing  objectives, however the primary role of all social listening should fall within the PR or Public Relations space, here  the main objective should be to establish a set of conditions whereby you will be informed / notified when you, your products or services are discussed within the social media, so that you may join the conversation and lead your intended target market audience deeper into your conversion and sales  funnels.  It is the PR FOLKS DUTY as a servant  or errand boy to ensure that the correct folks within your company get to join the conversation which the PR FOLKS STARTED ON YOUR BEHALF  so that your company  / organisation may service the needs of its customers, clients or patrons.

The Mention tool will give you the online ability to establish a social media listening platform, to suit your online marketing and sales needs.

Now the    PR folks are really not gonna appreciate me saying this, but their job, as outlined above from a slightly different erspective,  is just to ensure that the marketing and sales folks have a conducive and freindly, pre-prepared  environment to work in.

Many folks think that PR or Public relations work is outside of the marketing and sales arena, and a stand alone company function.  This is a gross error in terms of FUFISM based marketing, as PR or Public Relations  is deemed to be a primary  role player  within the marketing environment, being a subsection within the sales space, which is subservient to your marketing strategies, but also informs your marketing policies and directives, as part of your  sales feedback loops. PR FOLKS have an important role to play, however PR or Public Relations is not the lead marketing role player, nor captain of your marketing team.

 The PR FOLKS need to understand their subservient position, and not try to lead, but rather take their proper position within the SEO environment seriously, as these are the folks who make the most use of the social media environment to do their work. PR stuff is complicated  and has tentacles that reach every corner of your business, so their role should never be under-estimated.  That being said, when talking marketing or sales, then PUBLIC RELATIONS is a servant in the team.

The other issue to consider here is the power that search engines are currently (July 2017) giving to social media connectivity, AS A PRIMARY SEARCH ENGINE OPTIMISATION VALUE INDICATOR, along with the SEMANTIC CONNECTIVITY, and #SEMANTICFOOTPRINT of your social media following, and the multi tiered relationships between
Social media business pages
social media profiles
Websites and Blogs
 authors and publishers
you and your intended target market audience
Your other digital assets

One needs to remember that the purpose of all marketing is to improve the bottom line in the company or organisations ROI (Return On Investment )   This investment and associated return is not always in the  form of hard countable cash, and within the  online marketing environment many of these Returns On Investment are in the form of positive #SEOVI which have rather lucrative  spin-offs in the #SERPS, placing your online content closer to the top of the list, or even at the number one spot.

 Hard countable cash can not easily  find a route to pay for these supprisingly powerful returns, as they come from properly prepared and well managed social media conversations,  where the knowledge bases and SEMANTIC FOOT PRINTS  of the folks in the comment  streams are the source of these very significant, and extremely lucrative  ROI’s within the SEO environment.

GOOD SEO GETS GOOD SERPS

One must remember that the Search Engine Results Pages or SERP’s  are your entry portals to your online marketing  content.

 When the end user, or your intended target market audience, click on a link in the SERP they open that specific page, which is usually not your desired landing page, or ideal site entry point.  So you do need to understand how, and where your intended target market audience  first gain access to your online content.  This is a very complex issue that needs time and team effort to have any meaningful input within your online marketing strategies. Afterall how many places does your marketing exist, and what triggered the online search which resulted in a clickthrough?

 Which one of the following is the guilty culprit that generated the intentions  of the search query? or was it a combination of these, or perhaps something quite diffetent where you had no input ?
  • news paper and magazine adds
  • Local Radio or TV adds
  • your flyers distributed locally
  • Your street signage or billboards if you can afford them
  • a hashtag marketing campaign (new or old )
  • a social media marketing campaign
  • What you had to say at that speaking event you attended last week?
  • something else not in this  list?

SEOVI or Search Engine Optimisation Value Indicators are those variables which Search Engines like Duckduckgo, Bing, Yandex, Baidu or Google use to evaluate online content with the intent to be able to match that exact content to future search queries in a manner that best serves the needs of the person entering the query.  This is by no means a simple or easy task, and the engineers at Google have hinted at using in excess  of 500 different SEOVI within their vast array of different algorithms which inspect and evaluate online content.

 These  SEOVI come in many different disguises, and plenty of  marketing folks focus on individual components, and sell these INDIVIDUAL  SEO COMPONENTS  as stand alone services, which should in reality be subsets within the greater SEO environment.

Here we are talking about issues such as but not limited to the list below, which from a #FUFISM  based marketing perspective are each subsets within the greater SEO environment :

  • copy writing
  • Content marketing
  • Social media marketing
  • technical IPSEO (the real hardcore SEO )
  • Link building and link earning outreach programs
  • Influencer marketing
  • Blogging  and associated website interaction tactics
  • Search Engine Marketing
  • Paid search marketing
  • Cost per click marketing
  • Online classified ads and associated networks
  • Online banner ads
  • web site navigation  and outbound linking issues
  • PR or Public Relations activities
  • many different Off Line Marketing tactics
  • Hashtag marketing campaigns


When looking at the list above remember that these are just some of the  subsets of the 2017 and future SEO environment, where search engines  are using social media SEOVI (Search Engine Optimization  Value Indicators ) as primary variables within their complicated SEARCH  ALGORITHMS.  This means that social media signals now carry very high end specialised SEOVI through into old algorithms such as PANDA, PENGUIN, PIGEON, HUMMINGBIRD as well as into new algorithms like FRED and many other un named algorithms.

Things like but not limited to the list below are currently rather  important within the SEO environment.
author credibility,
  • author expertise and area of focus
  • Publisher issues along with links to authors
  • Context and semantic related connections
  • Social media coverage and social media profile related knowledge recognition systems
  • #IPSEO or Inpage Search Engine Optimisation where things like, but not limited  the list here are evaluated
  • Geo data and language
  • copy writing and contextual stuff
  • linking and navigation issues
  • Schema markup and similar issues
  • Image ALT TAGS and EXIF DATA
  • keywords  and  related SEMANTICS
  • Stuff in your <HEAD SECTION> like
  • Page titles
  • Keywords
  • Page description
  • Authors, publishers and contributors
  • Geo tagging
  • Language
  • #OPSEO or Off Page Search Engine Optimisation
  • #OLSEO or Off line Search Engine Optimisation

There are many different definitions for SEO or Search Engine Optimisation, but the fact that technology is growing and reaching deeper into old areas, as well as discovering new areas and new techniques to use within the search engines ever improving algorithms, leaves us as online marketers at a clear and distinct crossroads. We need to make new decisions, and review past SEO practices and strategies, so as to ensure that we take the correct road forward.  Search engines are leaving many false clues that lead us down the road of banishment for violations of SEO GUIDE LINES.

Social interactions and comment streams now have a very significant impact on your SERPs (Search Engine Results Pages ) and the SEMANTIC FOOT PRINTS  of your online content, which is linked to from within your comment streams.  The comment streams  of those folks who talk about you within the social media environment  without you knowing that they are talking about you, are included here also,  and  when others link to your online content from within their social media posts as well as related comment streams. These  social interactions, which you may not even know exists, can have a very significant or influential SEO  impact on your online content, so evaluate this carefully.

They could be saying either  good or  bad things about you, your products or the services that you offer.  You thus need to have some means in place to develope a notification system which will inform you when these conversations are happening, and supply the online link to specific social media posts so that you, or a member of your team may join the conversation. 

 The #MENTION LISTENING TOOL can do this for you.

HTTP://BIT.LY/MENTION4U your link to access the mention tool.

You can read more about #FUFISM BASED MARKETING and related marketing strategies  in our blog at http://4ubrand.blogspot.com

#AUTHORED BY #FRANKIE2SOCKS FOR THE 4U BRAND BLOG at http://4ubrand.blogspot.com

Published by INFO4U for Frankie Two Socks enterprises as part of our FUFISM BASED marketing education strategies
!

Wednesday, February 22, 2017

Social media metrics

Social Media metrics and issues to consider  when evaluating your social media impact.


Social media metrics is a very confusing area that needs careful planning and plenty of insights as to what you are measuring, why you are measuring what you are measuring and how to interpret the actual figures that get produced as a result of your measuring.

 On 13 may 2014 the guys at +Stone Temple Consulting held a HOA (Hangout On Air) discussing this very complicated issue which is embedded here for you to watch.


Take your time and watch this HOA before proceeding


When measuring the impact of you social media efforts there are many issues to consider, and if you do not have a #FUFISM based marketing plan in place then things get rather murky very fast.

The biggest benefit of  having a  FUFISM based marketing plan in place is that you know your target market and how they are expected to interact with your social media posts.  If you know,  or have an idea of how your intended target market is expected react to your call to action statements then you would have an idea of how you would measure the effectiveness of your call to action statements within your social media posts.

To understand these issues you will need to have a fair understanding of  some terminology.

Read about SEO here if you are not sure of what SEO is .
Read about FUFISM or Functional User Friendly Integrated Social Media


Social media signals for Google Plus

Followers - the number of people who follow your social media profile
shares = the number of times that your content has been shared
comments = the number of individual comments on your post

Social media signals for FaceBook

Like = the numberof people who have clicked the like button
Shares = the number of people who have shared you post
Comments = the number of comments that your post has received

Social media stats are very much similar for all social media platforms, actual follower numbers are not that important, how ever your view count, which is  often difficult to locate, is the real issue at stake, coz if nobody sees your stuff how can they click on like or share your stuff?

#FRANKIE2SOCKS







Sunday, February 05, 2017

What is the semantiuc value of EXIF DATA when thinking about SEO ?

Well as you all should be aware by now  #SEMANTICFOOTPRINTS are getting more important in terms of your online marketing each time search engines check your online content.  This means that search engines are getting better at understanding the intent, aims, objectives and purpose of every piece of online content.

now EXIF DATA is that set of text data that is sneakily added to your online image by your digital camera,  or in the case of a designed image, your digital image creator,  where a host of image relevant data is attached  to the image, and hidden from open view,  specifically for image editing folks to understand more about things like

focal length
exposure
make and model of camera
ISO speed
resolution


There is an opportunity here for those in the know to add a host of extra EXIF  DATA that is relevant to your SEO (Search Engine Optimisation)  here we are talking of things like, but not limited to:

Image title
image description
image aims
image purpose
Geo location attached to image
image publisher
image creator

now if your SEO and marketing team have done their work properly,  and discussed these issues with your web design and social media marketing team,  as well as other relevant persons , then there is an opportunity  to embed a host of powerful   EXIF attributes to your image that will enhance the semantic value of your online content within the exif data of your online images.

For this to have any value within your SEO efforts  you will need to be very specific with the exif attributes and ensure that they match up with other stuff within your SEO efforts such as the stuff in the head section of your web page or blog post.  here we are talking of those areas where many SEO folks have told you that you do not need to worry about, such as page titles, page descriptions, page key words.  If your EXIF DATA within the image matches up and confirms the semantics within the head section and the semantics of your EXIF data there is a very big and powerful influence that pushes your pages considerably higher in the search engine results pages. #SERPS

This is where #FUFISM or Functional User Friendly Integrated Social Media  starts to get interesting and your online content starts to appear in semantically validated search results.  You will suddenly start to see search results for keywords that you never imagined your content would rank for, purely because of the semantics of your content and the semantics of the search query.  Most marketing folks will not tell you about the Google Humming Bird algorithm, because they have no clue what it does, how it works and how it impacts on your online content.

Getting your entire marketing team to make use of the EXIF DATA within your images is thus (or rather should be )  a rather essential part of your online marketing strategy, and you should be aware of how to integrate the contents of image EXIF data into all other areas of your marketing, so as to get maximum SEO value from your exif data.  The main things to look at here are  GEO LOCATION, image titles, image descriptions and image keywords, making sure that these match other data such as but not limited to

the meta data in the head section,
any XML mark up
any image alt tags
the actual page content that the viewer will see (in page text)

this   article by  Tim Brookes  will help you understand these issues better 


Saturday, August 13, 2016

What is SEMANTIC SEARCH and why should you care?

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

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

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

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

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

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

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

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

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

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

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

  • the semantic footprint of the online document in question
  •  author credibility and the semantic footprints of identifiable contributors to the online document in question.
  •  Semantic footprint and credibility of the publisher of the document in question
  • identifiable  Social interactions within the public social media arena, linking to the document in question, up to a few network levels past the original posts within the social media space,
  •  The semantic footprint of identifiable and verifiable online  documents which have links pointing to the online document in question.
  • The semantic footprints of other online documents linked to from the online document in question  
  • The semantic footprints of digital entities mentioned within the HEADER section in the HTML data of a text document or the EXIF data of a non text document if it exists
  • Semantic connections between META DATA in the HEAD section of HTML documents and the perceived (Googles perspective) purpose, intent, aims and objectives of the online document in question   making the following list of meta data components important from an SEO perspective
    •  page titles
    • page descriptions
    • keyword lists
    • author  / contributors
    • publisher  / document hosts
    • language
    • expiry date when applicable
There are a vast number of new things that search engines are  looking at today, that were not considered pre-Google Humming Bird algorithm, and most folks within the online marketing industry  are oblivious to these, even though they are using many of them very regularly. Most of these issues link back to the SEMANTICS of  the search query and the  SEMANTICS of the individual online documents within the SERP's or Search Engine Results Pages
from the perspectives of the collective semantics of all the components of the online document in question 

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

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

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

#frankie2socks

Saturday, June 11, 2016

The influence of your SEMANTIC FOOTPRINT

SEMANTIC FOOTPRINTS are powerful bread crumb trails that lead to your online work, and leave evidence for search engines to discover where your  expertise and interests are exposed to the world, so that these may be added to their database in ways that search engines are able to use this  info in their algorithms to ensure that your online content is matched to your areas of expertise for purposes of crediting your onlie.ne content with both author and publisher expertise values.  this ensures that your work gets the attention it deserves within the SEO (Search Engine Optimization) space


SEMANTIC  TRUST and SEMANTIC FOOTPRINTS are  becoming ever more important  in terms of SEO (Search Engine  optimization) as  Search Engines improve their ability to identify individuals  and the niche  where they are knowledgeable  or have some expertise


Authors, contributors and publishers that have not yet started to make use of this in terms of their branding and marketing  tactics need to evaluate this and see how this should be used in terms of their online Marketing  strategies where SEO is important  to ensure that HIGH QUALITY  traffic  is driven from  all search  engines to your online business pages.


SEO or Search Engine Optimization  is not only the in-page stuff but also includes off pages stuff as well as off line marketing such as newspaper  marketing and radio advertising.  I have blogged about this before here

FUFISM as a marketing philosophy helps develop your marketimng strategies.

FUFISM or Functional User Friendly Integrated Social Media is a marketing philosophy where SEO and Social media are the two primary concerns when doing all online marketing.

These two issues of SEO and Social Media should work as a team to inform your other marketing tactics about the value of  specific semantics and related terminology that should be used to influence your intended target market to use your selected keywords and related terminology in their online searches for your online content.

SEO has changed over the years from purely a string function to now include a host of new issues and comes in three parts
1) #IPSEO or In Page Search Engine Optimisation
2) #OPSEO or Off Page Search Engine Optimisation
3) #OLSEO or Off Line Search Engine Optimization

the first two (IPSEO and OPSEO) are well known and used extensively however the third option here OLSEO or Off Line Search engine Optimization  is not clearly understood though it is widely used  (unknowingly) by a large section of the marketing industry.  The issue with OLSEO is that most folks do not connect their offline marketing with their online marketing and treat the two as separate entities, which have no relationship at all.  this is how ever rather short sighted, as the off line world is where your marketing, sales and front end office staff actually connect and communicate eyeball to eyeball with your customers who are the core of your intended target market audience.

The off line environment such as news paper and other print marketing gets your intended target audience ( customer base ) to use your selected keywords and other semantically related terminology when search for your products services or information within the online environment.

This means that one could nearly replace ONLINE MARKETING with SEO

SEO has really changed drastically since the introduction of the GOOGLE HUMMING BIRD ALGORITHM,  but most marketing staff have no clue that #GOOGLEHUMMINGBIRD actually exists and even less know what the #HUMMINGBIRDALGO does.

see here for more http://4ubrand.blogspot.co.za/p/blog-page.html

Wednesday, February 17, 2016

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.