SEO has evolved so much over the last 18 months or so since the Google Hummingbird algorithm has been announced and implemented, but the online marketing industry has not adapted to these changes in any meaningful way.  This #WHITEBOADFRIDAY   by +Rand Fishkin  of +Moz is very helpful, but does not put the true picture out there for marketers to understand.

There are now many more #SEOVI   or Search Engine Optimisation Value Indicators that were not discussed, such as but not limited to

SEMANTIC trust factors
social trust factors
social media influences
author and publisher related issues
integration of print media, radio and other media into your SEO policies

The function of an SEO consultant is not limited to the #IPSEO   or In Page Search Engine optimisatiion issues, but now days also includes the vast number of #OPSEO or Off Page Search Engine Optimisation Issues that need to be addressed due to the Google Hummingbird algorithm and the many issues attached to semantic search.

Rand does not address any of these suplementary issues which are in reality an awful lot more important than the issues discussed in this white board Friday.  That being said what rand discusses here is actually of vital importance, but needs to be backed up by the issues associated with SEMANTIC SEARCH other wise they are useless, meaningless and a total waste of your resources.

The changes within the SEO (Search Engine Optimisation) industry that came along with the Google Hummingbird algorithm update need to be put into perspective and understood for what they are.  NEW SEARCH ENGINE OPTIMISATION VALUE INDICATORS

These new SEOVI are very dependent on all the old school SEOVI such as keywords along with KEYWORDS RESEARCH,  target market research,  product / service / information research,  content creation, copy writing and so many others.

Marketers need to remember that these things need to be integrated into all your offline marketing where you use the print media, radio  and other off line advertising techniques to get into your intended target markets thinking patterns and mind set  so as to influence their use of the desired words within any online search queries.  here we are talking of things like hashtags and hashtag marketing as well as niche specific keywords.

So a very big part of an SEO consultant / practitioner is to ensure that your marketing is properly integrated in such a manner that your web site, your blog and your social media team all focus on the same target market in the best manner that suits your company or organizations conversion funnels and related processes, taking onto account the work done by your off line marketing teams.

Today in the semantic search space your online and off line marketing need to be aligned and managed as a single advertising campaign, where each section does its own thing, but understands and uses techniques to amplify the other sections.  Here I mean things like the social media team realizing that they are the biggest part of your web site and blogs link building strategy, and acting accordingly. 

There are many other issues like this where the SEO team need to work with all the other marketing staff to ensure integration of SEO into  all online content, and then getting others to amplify these SEOVI that are introduced via the many different OPSEO (Off Page Search Engine Optimisation) techniques.

So an  SEO practitioner or consultant has lots to do to ensure that the IPSEO (In page Search Engine Optimisdation) and OPSEO (Off Page Search Engine Optimisation) are aligned and amplify each other through well managed and properly monitored marketing techniques, that marry off page and in page issues in a manner that allows for better working relationships between all parties involved in your total marketing efforts.
 
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