Polymer.js example

How Semantic Search Relates Online Content to Customers

Polymer.js example
This HTML mark up is a technical example of how semantic search works. It calls out specific parts in the code, like this callout designed to address a version of JavaScript called Polymer.  Although JavaScript case like this is not an influence on SEO, most semantic search is meant to address highlighting specialty HTML elements in a search query.

Search engines have subtly changed their methodologies over the past few years. One methodology that has yet to see widespread adoption has already experienced its most significant change yet.

Back in 2013, an ontology library site, Good Relations, announced an alignment of its markup structure definitions with those used on schema.org, a metatag library. The end result is increased consistency of definition usage among businesses, and a wider shared usage of structure markup among web developers and search engine optimization practitioners.

This merger occurred thanks to increasing search discovery needs for digital media. From music to webinar presentations, businesses have added numerous content to appear when potential customers research product and service information online.

The content has led marketing managers to give a refreshed look at their optimization strategies through apply semantic search. Semantic search involves organizing keywords and content with website element protocols and structure markup language. The organization makes the pages and site content more visible to nuanced search engine queries.

Good Relations and schema.org support separate protocols for semantic search. Schema.org contains metadata meant for HTML5, an update of the venerable website structure code language positioned for future website development. Good Relations contains RDF – resources description framework that has proven utility for current retailers and E-commerce sites.

One strategic benefit for managers is learning enhanced ways to translate potential client language to its digital properties. If businesses within a given industry agreed to ontology for services and needs, those businesses can adjust their content tags to position its content to potential query results from those businesses. Imagine a video on better financing for construction projects – With a metadata protocol, now imagine that video section appearing in a search query run by a construction firm.

That exact example lies at the heart of HTML5. HTML5 added video- and music-related tag elements, developed to increase media exposure to relevant search engine queries. Other tagging protocols can help search engines recognized a group of authors – an aid to marketing teams leveraging personal brands of its members online (You can learn about what Google accepts in structured markup here – Bing also has a structured markup guide). The fundamentals of digital marketing is increasingly shifting toward strategic data ownership, which is supported through content marketing and semantic search.

With the schema.org – Good Relations alliance, digital marketers and website developers can optimize metadata and RDF information across varied content. The success of such an effort will create a true application of semantic search’s definition – the science of actual customer’s language.

What is the right number of visits to begin using analytics? – A brief answer


from the Zimana Instagram account: http://ift.tt/1Skl38j

What is the right number of visits or sessions needed to begin using analytics reports?

2? 33,483?  Maybe over 120,000?

The answer is none!

Your analytics really begins when planning website and app content alongside the digital marketing media used to build awareness.  In fact, the current trend of customer experience means planning on content and understanding users – not just achieving numbers just to gain numbers.

In fact the biggest mistake small business owners make is delaying their analytics until AFTER a website is launched.   Doing so overlooks maximizing the benefits from the metrics and taking action that can benefit a business for the long haul.

When starting with analytics, concentrate on identifying trends in the data first rather seeking hard numbers.  Those trends can highlight where marketing and operational resources in your business should be directed.

Social Media Tips: A look back at Waffle House, The World Cup, And How To Grow Engagement

On July 1st, 2014 Waffle House set Twitter abuzz with a “war” against Belgian waffles. On its Twitter account Waffle House noted that its declaration is in support of the US team during its game against Belgium in the 2014 World Cup Series.

This instance of joining a discussion in Twitter is savvy. The message was short, did not require a lot of media content to support it, and really provided a way for Waffle House to imbed into the discussion at the moment, a global sport.

Here are three quick lessons that small businesses can learn from Waffle House.

1. Verify the social media usage regarding the event.

In short, marketers should understand what volume are being generated on a social media platform, and if possible what demographics are being shared. For the World Cup Series, almost 389,000 tweets were generated in the minute after Chile made a penalty shot that allowed it to avoid an early exit from the terminal for the first time since 1950. The Superbowl generated 25 million tweets, which is more than the 16 million total during Saturday’s round of 16. However given that the World Cup is played over 2 weeks the consistency of exposure for a social media platform can sustain interest around a given subject. It means a lot of exposure for business who can blend a message.

2. Pick a subject that is tangential to your target event and to your product.

Belgian waffles are harmless yet they incorporate the Belgian team Anna food products served by Waffle House competitors. Waffle House does not serve Belgian waffles and his stores. This makes a playful bet that is fun for people to comment and tweet on. Check out the comments that were leveled within 24 hours of the announcement of this war.

3. Be responsive yet allow for mistakes.

In one tweet Waffle House use the word Belgium instead of Belgian – a spelling error. But that did not take away from the spirit of the campaign. Twitter is meant for casual light conversation and the best users make the most of it by responding consistently while posting content, even if the content is posted via a scheduler like Hootsuite. The takeaway is to manage the conversation, not let it get away from the main ideas being shared.

How To Break Into Marketing – Discussion feat. Pierre DeBois and John Anhalt of SpotHub – @GAChicago

General Assembly invited Zimana founder Pierre DeBois and Joe Anhalt, Marketing Manager at Spothub to discuss the current state of digital marketing. The talk with budding students and young marketers took place in Space, an office incubator in Chicago.

Watch these three video to gain tips on what goes on during a typical marketer’s day, what is takes to develop the skills of digital marketing, and what are the latest trends impacting digital marketing today.

 

Mobile Trends in Africa – Infographic by @GSMA

Mobile devices play a big part in internet usage, but they are more of necessity in places outside of the United States. African countries have been developing services with mobile phones in mind, since many have higher penetration rates among their populations.

I wrote about the leader in African Mobile in an earlier blog for UBM Tech – check out the post Mobilizing South Africa.  But that was back in 2012, where SMS was a key communication delivery platform and smartphones had not fully penetrated the market.

3 years later smartphones are making headway, encouraging local app development and economic expansion.  So says the latest report from GSMA, an organization representing uniting nearly 800 operators with more than 250 companies in the broader mobile ecosystem.

The team summarizes the report on their main page.

The mobile industry in Sub-Saharan Africa continues to scale rapidly, reaching 367 million subscribers in mid-2015. Migration to higher speed networks and smartphones continues apace, with mobile broadband connections set to increase from just over 20% of the connection base today to almost 60% by 2020. Falling device prices are encouraging the rapid adoption of smartphones, with the region set to add more than 400 million new smartphone connections by 2020, by which time the smartphone installed base will total over half a billion. – See more at: http://www.gsmamobileeconomy.com/ssafrica/#sthash.AQCHUEKK.dpuf

You can download a copy of the report as well as learn more about GSMA.  An infographic is also available; You can view it below.

Stats On Mobile Device Usage In Africa