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David Amerland
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David Amerland

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Search is Core and Marketing Can be Made Simple

Technological developments are exploding. Each one of them affects your audience which means it impacts your marketing. If you are struggling to keep up and understand what it is you should be doing, you are probably looking at things the wrong way. 

There is an elegant simplicity to it all as well as a huge excitement factor. Dive in, find out what you should be doing:
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+Peter Hatherley semantic intelligence is key. In many ways the web is catching up with CISE. 
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Really need to work on my Mulan moves a little more :) ( 
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+Omi Sido awesome! :) 
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Proving your expertise

+MakoLab S.A. was able to use its own in-depth knowledge and put in about a year's worth of work to achieve something that benefits the entire industry. 
Branding has always been a complex mix of practical steps (you need a website, a slogan, a logo…) and psychological trigger points (you need to elicit emotional responses to carefully crafted mess
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Really Amazon? Bokmarked?

For anyone who felt the end of the world arrived because they made a spelling mistake in a public post, you can now relax. Even Amazon is not beneath the odd spelling mistake. We might laugh at them a little because they are so big and so successful, but this is also refreshingly human :) 
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Borkmarked = designation of an item that turns out to have unsavory, previously unremarked views on privacy, civil rights, etc.
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You enter into a fully-realized world where the rules you know no longer apply. What you do, how you do it and the moral choices you have to make will make a difference to your journey, just like in real life.
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Hail Pandora! ;)
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Google Fights Back!

In a blog post written by Google's lawyer, Kent Walker, titled "Improving Quality isn't Anti-Competitive" ( Google takes the anti-trust fight that was started by FairSearch Europe, a lobby group that represents Microsoft and Expedia, among others, to the EU with a detailed response sent to Margrethe Vestager (the EU's Competition Commissioner) -

Google uses what it's good at: data, to make a case that the charges leveled at it are unsubstantiated and do not, in any case, harm consumers. 

Provided the data supplied by Google stacks up the real argument here becomes one of SEO (of all things). In a semantic search world, structured data that allows websites to be presented in a specific way in search does indeed appear a little like favoritism. Understanding that it is not requires an understanding of structured data itself, how it can be repurposed, what it does and then how websites (and the people behind them) can work better to make good use of the web. 

As Google's argument says: "Showing ads based on structured data provided by merchants demonstrably improves ad quality and makes it easier for consumers to find what they're looking for."

"We show these ad groups where we've always shown ads - to the right and at the top of organic results - and we use specialised algorithms to maximize their relevance for users.

"Data from users and advertisers confirms they like these formats. That's not 'favouring' - that's giving our customers and advertisers what they find most useful."

The EU Commissioner's office has not yet responded. I have a feeling this is going to get very interesting. (and maybe I should send Margrethe a copy of my book? -

Catch the full story here:
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+Brian Mack yeah it is that level of ignorance that causes a lot of issues. Good point. 
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David Amerland

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Connecting Lines

I have of late been going been working under immense mental pressure. My go to-drestresser routine has been weapons' training ( Too little sleep, way too much coffee and a brain that's hyper-stimulated, even by exercise leads to a different way of looking at the world. 

When you are using a percussive weapon the kernel that powers it is you: your muscles, bodyweight, speed, dexterity and suppleness, all become key. Of even greater importance is your brain, or rather its ability to model your reach, effective range and capabilities into a coherent 3D diagram that protects you (through defensive techniques) and projects your threatening capability to an imaginary (in my case) opponent through attack lines.

This is where it gets interesting. The moment you do hold a percussive weapon the space around you narrows, its geometries begin to define the context and intent of what you do (and, I suppose, the degree of quality in execution defines a little of who you are).

There are invisible, linking lines connecting you to a similar but larger geometric space that defines your target. The connecting lines are pure intent. The larger, less defined geometric space surrounding your opponent is necessary because you are uncertain of his capabilities and use the  larger geometric area around him to probe for strengths and weaknesses. 

Through intent and the feedback of his responses we receive the necessary information to turn our assumptions into the plan of attack necessary to narrow the geometric space around him and deliver a direct strike, through his own defenses. 

Combat, in this scenario, becomes an intricate, fluid dance between two mental, 3D models (ours and his) and the way they constantly reposition themselves.

There is a direct link here with search. Living in a world where our search retrieval information provides infinite opportunities to access information, what we do and how we do it makes sense only when we narrowly define our own actions through purpose, intent and expertise (and fix our identity in the process) and then use our perception of what we are looking for (or seeing) to begin to narrow the connection with our audience (or drill down to the item of information we are looking for).

The thing is, the moment we type anything in the search field on our desktop or talk to our device we are suddenly connected through invisible lines with what we seek, even though we may not realize it.

Our very action, mirroring that of many others in similar circumstances, begins the process of defining the extent of our reach and the reach of the boundaries that define us. It determines the information that we are most likely to find. 

If you are working online and want to be found, nothing of what you do can be independent of your perception of the needs of your audience or your own knowledge, skills and abilities in business. The better and more accurate that perception is (and you need to constantly refine it) the clearer your intent becomes, the more connected you are with them and the more easily they will find you. 

It's Thursday :) make it a great one. 
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Hi !!! +David Amerland
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+Mark Traphagen and +David Kutcher on Blab. What's more to say? :D 
Why Your Marketing Needs to be Right Time Not Real Time

Join me for a live Blab chat with +David Kutcher on this topic at 3pm EDT today. Sign up at with your Twitter account.

We'll be talking with David about the concepts in his post

Here's a quote from that post:

An internet-enabled device, a smart phone, is a ubiquitous influence, driving an "always on, always connected" behavior. As mobile search has surpassed desktop search (among other trends), this connectedness is changing how businesses and websites must structure their online presence strategies to connect with their audiences.

Your ability to connect and convert occurs in moments, while also understanding the timing of the user experience, can leave lasting impressions.

Join us live (or subscribe and get the replay later) at 3pm at
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+Mark Traphagen as soon as this round of contractual writing is over and I can breathe freely again, I'd be delighted to join :D 
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Seriously +CNET you actually want copyright holders to write in with the infringing content available on your site and proof of the IP violation via snail mail? This just reflects the CBS DNA and why you are so fast becoming irrelevant. I guess one should be grateful you did not request us to brush-up on our cuneiform. 
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+CNET procedures for inclusion into is just as acrobatic for open source / shareware authors. They are were the bomb in the late 80's.

I'd always buy their magazine just to see what was the latest software in the included CD/DVD.
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First Day of September

White bougainvillea in the sun. :) Have an awesome Tuesday. 
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+David Amerland Beautifoal ;D They are lovely in all colours. Thank you
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I was just in a +martin shervington blab ( with +Edwin Dearborn a few hours ago and now he has my book in his hand! 

Thrilling as this is, there is a deeper point to this post. It shows just how challenging the connectivity has become in social media. How readers and authors are no longer separated by a barrier. How the very idea of writer and reader is often  interchangeable and highly dependent on context.

The world is changing faster than we appreciate. Edwin made some incredibly important points regarding branding in the blab. A replay is well worth your time. :) 
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I'm really behind with this I bought it a few months back, need to start reading it! 
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How to beat "Content Glut"

Trust, Authority and Expertise. We simply cannot get past Google's E-A-T principle ( when it comes to search. This means content. But because we al know that, we all end up producing content and here's where things get tricky. 

It's a little like bolding words on a  page. If you bold all of them, then the bold text feature means nothing. Learning how to get your audience's attention is an art and a science. +Stone Temple Consulting put their money where their mouth is and prove the point of everything they say with their own practices. 

+Mark Traphagen and +Eric Enge have been leading the online conversation in this space through content that grabs your attention backed up by solid expertise and some excellent, original research. 
Why Do Content Producers Need to Be Experts?
Here's Why with Mark and Eric Video

Everybody's getting into content and content marketing these days, But only a relative few will find success from it.

Why? In this episode of our Here's Why video series, +Mark Traphagen asks +Eric Enge to explain why he insists that when it comes to content, you need to "be an expert or go home!"

Watch it (and find a full transcript) at


We put out a new "Here's Why" video every Monday. Want to make sure you never miss one? You can subscribe right here on Google+! Here's how:

1. Go to our Here's Why with Mark & Eric Collection

2. Click the Follow button (if it says "Following," you're already subscribed as someone who has STC circled)

3. Click the gear icon at the top right of the collection's home page and turn on Notifications.
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+Eric Enge awesome stuff! :) 
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Patras - Brisbane - Sydney - Miami - Perth - London - Athens - Saint Petersburg - Shanghai - Singapore - Prague - Barcelona - Corfu - Zante - Edinburgh -
Author, Speaker, Analyst.

The world is changing. Showing how is part of what I do. I travel a lot (less than I used to). G+ is my home in more ways than one. In one way or another, all of us here, are part of a vanguard that "gets" the change that's happening.  

In my posts, interviews and podcasts I add pieces to the puzzle. I explain how each one fits in a bigger picture. How that bigger picture then makes sense. 

Sensemaking changes everything.

Before I got here, I used to be a corporate rat who used to be a journalist, before I jumped ship into full-time writing, speaking and blogging. 

In my offline time I indulge a lifelong passion in martial arts, I run, hit the heavy bag and try to find the limits at which we can go without sleep and still function. I also visit as many museums and cafes as possible. Funnily enough I regard what can be found in both museums and cafes as brain food. 

Fitness is important to me. It helps maintain a level of sanity that would otherwise require pharmaceuticals or expensive therapy. I pay some of what it has given me back by running  a Fitness Community. I am also a moderator of Plus Your Business a community focused on helping business people get the most out of G+ and the semantic web. 

Speaking of semantics, I am the owner of Google Semantic Search a community I started to explore the implications of semantic technology in daily life (and there are many) and I also own and post a lot in the SEO Help Community.

Professionally I advise a handful of companies globally, blog for a number of websites, including Forbes,, and socialmediatoday and write for magazines and newspapers. 

I give about 50 talks, speeches and presentations each year and hold an annual seminar on SEO and Social Media (details to which you will find on my website.). I advise a couple  of global companies and a handful of startups on social media positioning and search strategies and I write for Forbes, 21CIT, Insights and a number of dead-tree newspapers. 

Some of the Events  I have been part of:
  • SEO in the Sun (SEO & Introduction to Social Media)
  • Manchester SES (SEO)
  • Business Group Digital Conference (SEO & Social Media)
  • Rutgers University mini-MBA (SEO and Social Media Crisis Management)
  • Shanghai APAC executive SEO & Social Media Crisis Management training.
  • MxDE Senior Executive Program, Zug (Piercing the Search Bubble).
  • SMX East (keynote speech on Entities in semantic search)
  • Semantic Technology & Business Conference panelist
  • SMX London
Associated with: 

Currently working on:
  • Working on a writing project about which I can't yet say anything. (Sorry)
If you made it this far you might be interested to know that now all of my writing is curated (without comment) at Prometheus. I no longer use RSS on my website and the G+ Page here gives me the opportunity to archive all my writing across the web.  I have, however, created an RSS feed for it so you can keep track of everything I write here.

The best way to reach me is through Google+ or my website:
Bragging rights
I used to wear a suit.
Breathing without much effort.
    me, present
Basic Information
September 6
In a domestic partnership
Other names
'Hey You!'
David Amerland's +1's are the things they like, agree with, or want to recommend.
How a Web Design Company Became a “Market Leader” in a Crowded Space

Branding has always been a complex mix of practical steps (you need a website, a slogan, a logo…) and psychological trigger points (you need

How Content Became the Currency of the Connected Economy

In the connected economy content has become the currency we use to form new alliances and establish trust and identity.

Fox Targets Free Fitness Workout For Using the Word 'Avatar' - TorrentFreak

Twentieth Century Fox has a track record of fiercely protesting its intellectual property. So when a website offering free fitness programs

Google's Knowledge-Based Trust (KBT) Proposal

Google's Knowledge-Based Trust would score the trustworthiness of resources by evaluating the correctness of their factual information.

Trust and the question of Invisible Forces

“What is Trust?” the very fact that we need to ask something so basic shows both the poor state of our understanding of what it is and the f

If People Could Read Your Thought’s Would You Think Differently? – Chris...

David Amerland posed the question: “What If You Could See Thoughts? What would change for you exactly?” So I began to think of it more like:

Micro Drone 3.0: Flight in the Palm of Your Hand | Indiegogo

It’s small, smart and streams HD footage to your phone, that’s just the beginning of Micro Drone 3.0 | Crowdfunding is a democratic way to s

Interest Graph Marketing is More Important than Social Graph Targeting

Interest Graph marketing is more important for your business than Social Graph targeting.

The Value of Conversation in the Social Media Era

In the social media era the value of conversation is proved by the depth and quality of information sharing it makes possible.

TT02: Interview With David Amerland Part 2 | Tom Huffman

David Amerland has been doing martial arts since the age of 13. He was five times British Taekwondo Champion in the lightweight division. He

TT01: Interview With David Amerland Part 1 | Tom Huffman

David Amerland has been doing martial arts since the age of 13. He was five times British Taekwondo Champion in the lightweight division. He

Angry in Athens, livid in Lesbos

SOME Greeks think Alexis Tsipras, their prime minister, went too far in confronting the EU. Stratos wishes he had gone further. At 26, he is

There are several things that make a bar by the sea: First the sea. On this Mare Mare is unrivaled. There are tables that are practically within five steps from where the waves break. The setting has been nicely decorated and on a hot summer night it feels brilliant. Second, the service. You do want to feel that everything is as magical and special as the setting and sea and here, unfortunately Mare Mare fails to deliver. Water, comes in plastic disposable cups (and it's not cold). The waiters are not trained and although they do try hard, their best is not sufficient substitute for a system to working the tables that allows the patrons to get their drinks in time without having to wait for more than forty thirty minutes (for a couple of drinks) and an additional twenty (for ice-cream ordered at the same time as the drinks, which came half melted). Consider the fact that you do spend money there and the prices are not cheap, the level for service is deplorable. If you really want to enjoy the sound of the waves and the simmering play of moonlight on the surface of the sea grab a rag and a portable cooler and spend some time on the beach, just five meters away. It's free and you get to supply your own drinks, but then again you won't get frustrated by an order that will come in parts, late and be disappointing.
• • •
Public - a month ago
reviewed a month ago
Two-floor gym with some superb equipment and really friendly stuff. I found it by accident when I was looking for a place to train and I have been a member now for the last three years. Whenever I am in Greece it's where I can be found when not working. ;) It is professionally run, has great opening hours and the membership fee includes classes as well as the use of the equipment. Of the many gyms that can be found in Patras this is one of the best. You will not be disappointed.
• • •
Public - 2 months ago
reviewed 2 months ago
Dedicated staff and excellent exam results speak for themselves. There are not that many businesses that managed to grow during the recession in Greece - this is one of them.
Public - 7 months ago
reviewed 7 months ago
Googleplex has a feel and atmosphere that is uniquely its own. I had relatively little time to spend there but the place is totally addictive. It thrums with intent and everyone you meet is dead earnest about their ability to change the world and have an impact. Plus you really got to love a place where ideas simply flow across every conversation.
Public - 7 months ago
reviewed 7 months ago
12 reviews
Huge hotel with some history practically across the road from Penn Station, in Manhattan. Brief stay over three days it feels totally impersonal so if you want a more cosy feel this is definitely not the place to be. It is incredibly busy and often feels like a massive bus stop with crowds coming in and equally large numbers leaving. The lobby is massive. There is a concierge service but what they do exactly is hard to tell. A quick question on how to get somewhere resulted in my having to use my phone and Google maps any way. Then again this is NYC and the whole city feels like this. It adds to a s sense of imperative and speed that carries you along so you hardly notice the imperfections.
• • •
Public - 7 months ago
reviewed 7 months ago
Budget hotel chosen for its proximity to a speaking venue. Great bar and restaurant and the staff were extremely friendly. It was clean, efficient and lived up to everything one might expect from a place like this.
Public - 7 months ago
reviewed 7 months ago
No visit to Paris can be complete without at least one trip to the S=arc De Triomphe. I walked the route rather than drive and it allowed me to take in the Seine river barges that were very much Highlander in style (for those who know the TV series). Totally loved the change of the guard.
Public - 7 months ago
reviewed 7 months ago