Without the cloud, Microsoft might lose grasp on the enterprise



Without the cloud, Microsoft might lose grasp on the enterprise

 

zz-pride

 

 

 

 

Microsoft Aims to partners to assist persuade ventures to switch over from Microsoft software program to its cloud support services

Computerworld – Microsoft’s renewed push into the cloud computer market, revealed this week, doesn’t transform the truth that it deals with unmatched competition in a business that’s vital to its future.

“This will certainly be the hardest work Microsoft has ever dealt with,” said Jeff Kagan, an independent market expert. “It’s all about the Microsoft cloud. They have to be successful. Unlike the past, where Microsoft truly had little competition, in the cloud globe they deal with lots of competition, so there are no assurances.”.

Microsoft’s Chief Operating Policeman Kevin Turner, talking at the Worldwide Companion Conference today, advised the firm’s stations companions to begin pushing the firm’s cloud innovations – hard.

Microsoft made its fame and fortune by marketing COMPUTER operating systems and on-premise company software– to the factor that Windows and Workplace have actually long been common business tools. To keep its worldwide position, Microsoft needs to quickly make its method into cloud computer, which is coming to be increaingly well-liked among small and big businesses looking to save cash and IT sources.

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If Microsoft does not convince its companions that can help out, companies have a lot of all other cloud options, consisting of Google’s Application suite.

Turner said to the celebration that Microsoft’s cloud services– Workplace 365, Azure, Characteristics CRM Online and various other tools– are expanding robustly. Nevertheless, he recognized that Microsoft and its partners need to get the pace.

Microsoft has actually counted greatly on its around 400,000 partners, which range from resellers to device integrators, to market its operating systems and applications for the past Twenty Years approximately. Now the firm needs to guide this huge ship in a brand-new direction.

Robert Mahowald, an analyst with IDC, said the firm needs to persuade its partners that there’s money to be made by pushing Microsoft’s cloud offerings.

“Microsoft acknowledges that this is going to have a massive impact on its companions,” he mentioned to Computerworld. “They have to reveal that their partners could earn money and succeed with this. Microsoft’s success is their companions’ success and the other way around.”.

“Cloud is essentially the brand-new system for Microsoft,” said Mahowald. “I believe it’s more important than mobile, large information or social. What they had in Windows, they need to duplicate [in the cloud] or they shed the franchise. If their aged system doesn’t matter anymore, then Microsoft has lost the software lock-in that is their crown jewel.”.

“If clients aim to the cloud and think they do not require Microsoft, then [the business] loses its hold,” added Mahowald. “Microsoft has a whole lot cycling on making this change easy for their customers.”.

Jagdish Rebello, an analyst with IHS, said that Microsoft will significantly make cloud support services and the Internet of Points the cornerstones of its lasting company technique.

“I think Microsoft is a strong number 3 behind Amazon and Google in the cloud market,” Rebello said. “Amazon is clearly the leading gamer and has the dominant market share, however in some markets – particularly the huge company market – Microsoft is trying to leverage its solid connections with IT and its considerable cloud providings. Unscientific details shows that they are doing well with some crucial clients.”.

If this helps Microsoft, it also could possibly be a benefit for business that have a lengthy record with Microsoft.

“As partners planning to take enterprises using legacy Microsoft remedies to the cloud, it creates a degree of confidence in venture IT minds that there is a long-lasting remedy for them,” stated Rebello. “This makes Microsoft’s solutions appealing or at least component of the numerous options that IT will certainly consider.”.

But Microsoft can not succeed without help from its companions, Rebello said. “Without a sturdy environment of partners, Microsoft will certainly not be a major player in this room.”

 

Without the cloud, Microsoft might lose grasp on the enterprise



HPQ vs. IBM:



TECH INVESTING

HPQ vs. IBM: Who Will Win This Clash of the Tech Titans?

Author Image for Michael A. Robinson

Today I’m refereeing a boxing match between two of the biggest tech legends around: International Business Machines Corp. (NYSE: IBM) and Hewlett Packard Co. (NYSE: HPQ).

I’m calling it the Clash of the Tech Titans.

The prize? A big slug of profits for your investment portfolio…

Both of these fighters are big – we’re talking market caps in the tens of billions – but these longtime blue chips are more black and blue right now… and are working through major corporate turnarounds. (In fact, both installed new chief executive officers less than three years ago.) They’re both trying to raise revenue and income in order to send their stock prices higher.

Now, neither of these heavyweights is a bad investment – both are solid companies, in it for the long haul.

But one of these pugs just might be a stud – more of an inside fighter – that you should add to your portfolio now.

Today, if you agree with my decision and make that investment, you’ll soon be watching your wealth grow fast…

The Tale of the Tape

IBMIn this corner, “Big Blue” traces its New York roots back more than 100 years. It literally pioneered the dawn of the computer age.

International Business Machines Corp. (NYSE: IBM) weighs in with a market cap of $186.13 billion, 2013 revenue of $99.8 billion, and net income of $18 billion. It’s got a price/earnings (P/E) ratio of 12.64 and a 2.38% dividend yield.

And in the other corner, the “Puncher from Palo Alto” was one of the very first firms to set up shop in what became known as Silicon Valley. Founded in 1939 by two graduates of Stanford University, the founding partners started up the company in the proverbial one-car garage.

HPQWeighing in with a market cap of $63.63 billion,Hewlett Packard Co.(NYSE: HPQ) reported $112.25 billion in 2013 revenue and a net income of $5.11 billion. Its P/E ratio is at 11.97, and its dividend yield stands at 1.88%.

However, appearances can be deceiving. Those sound like great numbers, but both of these fighters are in turnarounds.

Both have seen declining revenue, income, and stock price over the past few years, and I know that neither of these new CEOs is happy with her stock price.

And that’s why I’m refereeing this match. I’ve been a turnaround investor for almost as long as I’ve been around the high-tech world.

No doubt, turnarounds are one of my “special situations” that can hand investors huge profits… if you know what to look for.

Let’s ring the bell.



HPQ vs. IBM:



TECH INVESTING

HPQ vs. IBM: Who Will Win This Clash of the Tech Titans?

Author Image for Michael A. Robinson

Today I’m refereeing a boxing match between two of the biggest tech legends around: International Business Machines Corp. (NYSE: IBM) and Hewlett Packard Co. (NYSE: HPQ).

I’m calling it the Clash of the Tech Titans.

The prize? A big slug of profits for your investment portfolio…

Both of these fighters are big – we’re talking market caps in the tens of billions – but these longtime blue chips are more black and blue right now… and are working through major corporate turnarounds. (In fact, both installed new chief executive officers less than three years ago.) They’re both trying to raise revenue and income in order to send their stock prices higher.

Now, neither of these heavyweights is a bad investment – both are solid companies, in it for the long haul.

But one of these pugs just might be a stud – more of an inside fighter – that you should add to your portfolio now.

Today, if you agree with my decision and make that investment, you’ll soon be watching your wealth grow fast…

The Tale of the Tape

IBMIn this corner, “Big Blue” traces its New York roots back more than 100 years. It literally pioneered the dawn of the computer age.

International Business Machines Corp. (NYSE: IBM) weighs in with a market cap of $186.13 billion, 2013 revenue of $99.8 billion, and net income of $18 billion. It’s got a price/earnings (P/E) ratio of 12.64 and a 2.38% dividend yield.

And in the other corner, the “Puncher from Palo Alto” was one of the very first firms to set up shop in what became known as Silicon Valley. Founded in 1939 by two graduates of Stanford University, the founding partners started up the company in the proverbial one-car garage.

HPQWeighing in with a market cap of $63.63 billion,Hewlett Packard Co.(NYSE: HPQ) reported $112.25 billion in 2013 revenue and a net income of $5.11 billion. Its P/E ratio is at 11.97, and its dividend yield stands at 1.88%.

However, appearances can be deceiving. Those sound like great numbers, but both of these fighters are in turnarounds.

Both have seen declining revenue, income, and stock price over the past few years, and I know that neither of these new CEOs is happy with her stock price.

And that’s why I’m refereeing this match. I’ve been a turnaround investor for almost as long as I’ve been around the high-tech world.

No doubt, turnarounds are one of my “special situations” that can hand investors huge profits… if you know what to look for.

Let’s ring the bell.



HPQ vs. IBM:



TECH INVESTING

HPQ vs. IBM: Who Will Win This Clash of the Tech Titans?

Author Image for Michael A. Robinson

Today I’m refereeing a boxing match between two of the biggest tech legends around: International Business Machines Corp. (NYSE: IBM) and Hewlett Packard Co. (NYSE: HPQ).

I’m calling it the Clash of the Tech Titans.

The prize? A big slug of profits for your investment portfolio…

Both of these fighters are big – we’re talking market caps in the tens of billions – but these longtime blue chips are more black and blue right now… and are working through major corporate turnarounds. (In fact, both installed new chief executive officers less than three years ago.) They’re both trying to raise revenue and income in order to send their stock prices higher.

Now, neither of these heavyweights is a bad investment – both are solid companies, in it for the long haul.

But one of these pugs just might be a stud – more of an inside fighter – that you should add to your portfolio now.

Today, if you agree with my decision and make that investment, you’ll soon be watching your wealth grow fast…

The Tale of the Tape

IBMIn this corner, “Big Blue” traces its New York roots back more than 100 years. It literally pioneered the dawn of the computer age.

International Business Machines Corp. (NYSE: IBM) weighs in with a market cap of $186.13 billion, 2013 revenue of $99.8 billion, and net income of $18 billion. It’s got a price/earnings (P/E) ratio of 12.64 and a 2.38% dividend yield.

And in the other corner, the “Puncher from Palo Alto” was one of the very first firms to set up shop in what became known as Silicon Valley. Founded in 1939 by two graduates of Stanford University, the founding partners started up the company in the proverbial one-car garage.

HPQWeighing in with a market cap of $63.63 billion,Hewlett Packard Co.(NYSE: HPQ) reported $112.25 billion in 2013 revenue and a net income of $5.11 billion. Its P/E ratio is at 11.97, and its dividend yield stands at 1.88%.

However, appearances can be deceiving. Those sound like great numbers, but both of these fighters are in turnarounds.

Both have seen declining revenue, income, and stock price over the past few years, and I know that neither of these new CEOs is happy with her stock price.

And that’s why I’m refereeing this match. I’ve been a turnaround investor for almost as long as I’ve been around the high-tech world.

No doubt, turnarounds are one of my “special situations” that can hand investors huge profits… if you know what to look for.

Let’s ring the bell.

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IBM dreams Watson



IBM dreams of a federal-friendly Watson

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Steve Gold, vice president of IBM's Watson Group, showcases mobile uses of Watson. (Credit: IBM)

Steve Gold, vice president of IBM’s Watson Group, showcases mobile uses of Watson. (Credit: IBM)

For decades, IBM has worked on developing a cognitive computing system named Watson to give humans the answers they desire in a quick and contextual setting. And though it’s most famous for an appearance on Jeopardy competing against some of the show’s greatest contestants, the cognitive computer has an abundance of real world applications the company said could one day serve the federal government.

Whereas normal computers are programmed to process code, Watson is a machine that “can actually be taught and learn,” as well as perceive, reason and relate information in human language, said Neal Byrd, a member of the IBM Watson Solutions team formed earlier this year, in a webcast Tuesday.

To do this, IBM has been working on an iterative process since the ’90s expanding the knowledge base of the computer by training it just like a newborn baby. But whereas babies can uses five different senses to take in information, Byrd said, Watson is a ferocious data reader. Years back, that constant processing and storing of information meant a massive system, filling up an entire room. Now, it’s the size of three stacked pizza boxes and delivered via the cloud, according to Watson press representative.

 

IBM’s major public breakthrough came in 1997 when its Deep Blue computer, one of Watson’s ancestors, played and defeated chess champion Garry Kasparov. Rather then going through programmed, situational codes, Byrd said IBM taught the computer “how to compete like a human in that it had to sacrifice moves to win.”

But outside of competitive trivia and board games, Watson’s value to society will likely materialize in its ability to produce sought after information from several locales in the time it takes a human to process a thought. And for federal agencies, that means improved services both internally and externally.

During the Watson webcast, Byrd explained how the State Department could theoretically leverage Watson for citizen service self-help. For instance, a college student traveling abroad for college would probably have tons of questions in preparation for the trip. Instead of involving a department employee to answer all the questions or subjecting the student to searching through FAQs and Google for keywords, a trained Watson could source together answers to those questions in one location.

Elsewhere in the federal government, Byrd said Watson could impact health care for underrepresented groups.

“We think Watson is going to be ready to take the medical board exam within the next quarter or so, and we think it’s going to pass,” he said. “Now we’re going to have a machine that’s trained in the latest medical board information out there.” So, physicians in remote areas, away from hospitals, can access the “latest and greatest health information” from a computer or mobile device. Additionally, it can help minorities speaking foreign languages, starting soon with Spanish and then French.

At the Justice Department, Byrd foresees litigators using Watson to “look at precedents and laws on the book, as well as modeling — whether someone should even take a case and their chances of winning based on evidence and historical models.” And before it get to the courts, law enforcement can use an investigative framework to “find people who don’t want to be found.”

And dear to many in the federal IT community, Watson might be able to solve issues with federal procurement, which Byrd said is “on the top of mind for everybody with shrinking budgets.” By providing federal agencies a quick pathway to a wealth of information on the cheapest and most efficient seller, he said, they could avoid buying redundant or outdated technology and other equipment.

IBM dreams of a federal-friendly Watson

 



IBM dreams Watson



IBM dreams of a federal-friendly Watson

Share on Facebook16Share on Google+0Tweet about this on Twitter34

Steve Gold, vice president of IBM's Watson Group, showcases mobile uses of Watson. (Credit: IBM)

Steve Gold, vice president of IBM’s Watson Group, showcases mobile uses of Watson. (Credit: IBM)

For decades, IBM has worked on developing a cognitive computing system named Watson to give humans the answers they desire in a quick and contextual setting. And though it’s most famous for an appearance on Jeopardy competing against some of the show’s greatest contestants, the cognitive computer has an abundance of real world applications the company said could one day serve the federal government.

Whereas normal computers are programmed to process code, Watson is a machine that “can actually be taught and learn,” as well as perceive, reason and relate information in human language, said Neal Byrd, a member of the IBM Watson Solutions team formed earlier this year, in a webcast Tuesday.

To do this, IBM has been working on an iterative process since the ’90s expanding the knowledge base of the computer by training it just like a newborn baby. But whereas babies can uses five different senses to take in information, Byrd said, Watson is a ferocious data reader. Years back, that constant processing and storing of information meant a massive system, filling up an entire room. Now, it’s the size of three stacked pizza boxes and delivered via the cloud, according to Watson press representative.

 

IBM’s major public breakthrough came in 1997 when its Deep Blue computer, one of Watson’s ancestors, played and defeated chess champion Garry Kasparov. Rather then going through programmed, situational codes, Byrd said IBM taught the computer “how to compete like a human in that it had to sacrifice moves to win.”

But outside of competitive trivia and board games, Watson’s value to society will likely materialize in its ability to produce sought after information from several locales in the time it takes a human to process a thought. And for federal agencies, that means improved services both internally and externally.

During the Watson webcast, Byrd explained how the State Department could theoretically leverage Watson for citizen service self-help. For instance, a college student traveling abroad for college would probably have tons of questions in preparation for the trip. Instead of involving a department employee to answer all the questions or subjecting the student to searching through FAQs and Google for keywords, a trained Watson could source together answers to those questions in one location.

Elsewhere in the federal government, Byrd said Watson could impact health care for underrepresented groups.

“We think Watson is going to be ready to take the medical board exam within the next quarter or so, and we think it’s going to pass,” he said. “Now we’re going to have a machine that’s trained in the latest medical board information out there.” So, physicians in remote areas, away from hospitals, can access the “latest and greatest health information” from a computer or mobile device. Additionally, it can help minorities speaking foreign languages, starting soon with Spanish and then French.

At the Justice Department, Byrd foresees litigators using Watson to “look at precedents and laws on the book, as well as modeling — whether someone should even take a case and their chances of winning based on evidence and historical models.” And before it get to the courts, law enforcement can use an investigative framework to “find people who don’t want to be found.”

And dear to many in the federal IT community, Watson might be able to solve issues with federal procurement, which Byrd said is “on the top of mind for everybody with shrinking budgets.” By providing federal agencies a quick pathway to a wealth of information on the cheapest and most efficient seller, he said, they could avoid buying redundant or outdated technology and other equipment.

IBM dreams of a federal-friendly Watson

 



IBM dreams Watson



IBM dreams of a federal-friendly Watson

Share on Facebook16Share on Google+0Tweet about this on Twitter34

Steve Gold, vice president of IBM's Watson Group, showcases mobile uses of Watson. (Credit: IBM)

Steve Gold, vice president of IBM’s Watson Group, showcases mobile uses of Watson. (Credit: IBM)

For decades, IBM has worked on developing a cognitive computing system named Watson to give humans the answers they desire in a quick and contextual setting. And though it’s most famous for an appearance on Jeopardy competing against some of the show’s greatest contestants, the cognitive computer has an abundance of real world applications the company said could one day serve the federal government.

Whereas normal computers are programmed to process code, Watson is a machine that “can actually be taught and learn,” as well as perceive, reason and relate information in human language, said Neal Byrd, a member of the IBM Watson Solutions team formed earlier this year, in a webcast Tuesday.

To do this, IBM has been working on an iterative process since the ’90s expanding the knowledge base of the computer by training it just like a newborn baby. But whereas babies can uses five different senses to take in information, Byrd said, Watson is a ferocious data reader. Years back, that constant processing and storing of information meant a massive system, filling up an entire room. Now, it’s the size of three stacked pizza boxes and delivered via the cloud, according to Watson press representative.

 

IBM’s major public breakthrough came in 1997 when its Deep Blue computer, one of Watson’s ancestors, played and defeated chess champion Garry Kasparov. Rather then going through programmed, situational codes, Byrd said IBM taught the computer “how to compete like a human in that it had to sacrifice moves to win.”

But outside of competitive trivia and board games, Watson’s value to society will likely materialize in its ability to produce sought after information from several locales in the time it takes a human to process a thought. And for federal agencies, that means improved services both internally and externally.

During the Watson webcast, Byrd explained how the State Department could theoretically leverage Watson for citizen service self-help. For instance, a college student traveling abroad for college would probably have tons of questions in preparation for the trip. Instead of involving a department employee to answer all the questions or subjecting the student to searching through FAQs and Google for keywords, a trained Watson could source together answers to those questions in one location.

Elsewhere in the federal government, Byrd said Watson could impact health care for underrepresented groups.

“We think Watson is going to be ready to take the medical board exam within the next quarter or so, and we think it’s going to pass,” he said. “Now we’re going to have a machine that’s trained in the latest medical board information out there.” So, physicians in remote areas, away from hospitals, can access the “latest and greatest health information” from a computer or mobile device. Additionally, it can help minorities speaking foreign languages, starting soon with Spanish and then French.

At the Justice Department, Byrd foresees litigators using Watson to “look at precedents and laws on the book, as well as modeling — whether someone should even take a case and their chances of winning based on evidence and historical models.” And before it get to the courts, law enforcement can use an investigative framework to “find people who don’t want to be found.”

And dear to many in the federal IT community, Watson might be able to solve issues with federal procurement, which Byrd said is “on the top of mind for everybody with shrinking budgets.” By providing federal agencies a quick pathway to a wealth of information on the cheapest and most efficient seller, he said, they could avoid buying redundant or outdated technology and other equipment.

IBM dreams of a federal-friendly Watson

 



Content Marketing and Semantic Web Optimization



sales-marketing-alignment

5 Ways to Align Content Marketing and Semantic Web Optimization

 

  |content marketing and semantic search optimization practices in order to create a natural single-track strategy.

2014 has been heralded the year of content marketing. At the same time, we’re optimizing our search marketing practices for the semantic search environment. Together, there’s a need to merge the two different objectives into a unified strategy.

From a search marketing perspective, it makes sense to integrate content marketing and semantic search optimization practices. The introduction of Hummingbird has taught us to deploy search optimization strategies that contextualize queries. Digital marketing with content, on the other hand, is deployed to drive traffic and engage prospects. You can see where the two might combine to form a natural single-track strategy, right?

I’ve got five ways I believe content marketing and semantic search can be better aligned.

1. Google Authorship

It’s been talked about here on ClickZ, on the Adobe blog, on Moz, and on many search industry blogs. Google has stated that Author Rank is used as a ranking factor, especially for in-depth articles. Moreover, you can’t rank without content that is viewed, shared, mentioned, linked to, or otherwise distributed.

Google Authorship has been shown to significantly boost organic visibility, even for authors who exist in fewer than 100 Google+ circles. Authorship markup helps with ranking on Google but more importantly, leads to higher click-throughs. This will, in turn, support better organic visibility. By distributing contextualized content that can be indexed using snippets through a Google+ profile, your chances for high visibility are increased.

2. Sharable Content

Search marketing analysts have been implying for years that social signals will soon correlate to better search visibility. While Google has denied using social signals as ranking factors, there is still a correlation effect where content with higher social activity may also rank higher. Obviously, shared content is not about link building, but rather a strategy – using content that provides value – which seeks to have your content shared among social circles, authority sites, and others. As your subject matter authority (see #4 below) improves, search relevancy will likely improve as well.

3. Link Potential

I realize that, in many circles, link building is not an intentional technique most enterprise SEOs engage in regularly. Partly this is due to the spammy ways in which SEOs have acquired links, which are repugnant to search marketers who optimize in a natural way. Traditional link building also takes more action, effort, and commitment than a social sharing strategy. However, because links remain a high-impact ranking factor, it’s important to consider deploying semantic-centric marketing to build inbound links. In turn, this value will contribute to increasing your subject matter authority (see #4). Consequently, a robust content marketing campaign that is optimized for semantic search is more likely to yield page authority, thus greater search visibility, than simply deploying a social sharing campaign alone.

4. Subject Matter Authority

One intent of search engines is to provide searchers with the most likely sources of information for a specific query. In order to ascend to a position as a subject matter authority, your pages must reflect a combination of relevant information and popularity. The value you provide, when optimized for semantic search, can evoke higher search visibility because your site is recognized by engines as having domain authority, which is another way of saying you have become a subject matter expert, a “go-to” site for potential customers.

5. Structured Authoring

Many trends are pointing to structured authoring (SA) governing the future of mobile and local search. Every content marketing campaign should be developed with search results in mind IMHO. Therefore, content marketing that deploys structured authoring will be better positioned to have success in the space.

As background, I talked about structured authoring as the new normal in search optimization recently. Note, though, that SA has been noted by Bing and others to not affect ranking. However, because this siloing of data makes it easier for engines to index page data, structured authoring of information typically leads to greater visibility. The additional benefits include a consistent delivery of information and reuse of data and localization, both critical factors in the mobile search space.

Using XML to define attributes (called “resources”), we can assign a variety of subject, property, and object tags which, when used across multiple assets, produce a unified profile that searchers can approach through a diverse set of queries.

The content being distributed has to be specified (authored) with context in mind. Take the following example from schema.org that marks up a page for the movie Avatar:

< div itemscope itemtype =”http://schema.org/Movie”>
< h1 itemprop=”name”>Avatar < /h1>
< span>Director: < span itemprop=”director”>James Cameron < /span> (born August 16, 1954) < /span>
< span itemprop=”genre”>Science fiction < /span>
< a href=”../movies/avatar-theatrical-trailer.html” itemprop=”trailer”>Trailer < /a>
< /div>

Supporting content related to this entry should provide additional context to the spiders. Here is an example of how a contextualized, related asset might be structured:

< div itemscope itemtype =”http://schema.org/Movie”>
< h1 itemprop=”name”>Avatar < /h1>
< span>Actor: < span itemprop=”actor”>Sigourney Weaver < /span> (born October 8, 1949) < /span>
< span itemprop=”genre”>Science fiction < /span>
< a href=”../movies/avatar-theatrical-trailer.html” itemprop=”release date”>December 18, 2009 < /a>
< /div>

In this markup, we defined the actor Sigourney Weaver as an asset associated with the movie. You can see the variety of information that can be written into each snippet. There will usually be a robust set of resources that you can embed in each page. The more details you can provide in a structured author markup, the more likely your assets will be found in a semantic Web environment.

Rich Snippets

Content marketing for semantic web search success starts with creating rich snippets. Rich snippets are parcels of information displayed in various formats on search engine results pages. On-page markup embeds schemas, which provide standardized rules that engines use when crawling your pages. Look at the image below:

google-miami-beach

Notice there are four types of snippets in the image: reviews with image, local map, images, and traditional text snippets. Your content delivery approach should be structured in a way that leverages as many attributes within your content as possible. Meaning it’s best to structure your microdata, microformat, or RDFa formats to deliver one or more of the following resources that Google supports in every marketing asset you distribute:

  • Reviews
  • People
  • Products
  • Businesses and organizations
  • Recipes
  • Events
  • Music

Doing so ensures that, when indexing your pages, search engines can easily depict the details that searchers are looking for. To see how your structured data will appear in a SERP, use the Google Structured Data Testing Tool.

Disambiguation

Let me provide a word of caution here. When you optimize your content marketing for semantic search, avoid conflicts around ambiguity. Disambiguation is required when spiders get confused about the use of certain language, and that can lead to ineffective visibility (i.e. high bounce rates due to irrelevancy). For example, the term board can mean an organized body, a piece of lumber, a set of connected circuitry, or the act of getting on a plane. Protecting yourself from ambiguity requires that you define on-page resources clearly and completely.

Content marketing for semantic search isn’t terribly complicated – but it takes an organized approach to creating content using on-page markup, which connects machine-readable attributes that meet a searcher’s intent. We must find ways to describe our business without embedding repeatedly the terms most directly used to search. With the dawning of semantic search following the Hummingbird update, content marketing has become more necessary in order to put what you have to say in as many ways as you can.

Content marketing gets much more interesting and valuable, to your prospects and search engines alike, as you continue to innovate in how that content’s structured and delivered. Implementing just a few of these strategies on your most valuable content can significantly improve the effectiveness of your overall digital marketing efforts.

ClickZ Live San FranciscoThis Year’s Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry’s leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year’scomprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

 

Content Marketing and Semantic Web Optimization



Content Marketing and Semantic Web Optimization



sales-marketing-alignment

5 Ways to Align Content Marketing and Semantic Web Optimization

 

  |content marketing and semantic search optimization practices in order to create a natural single-track strategy.

2014 has been heralded the year of content marketing. At the same time, we’re optimizing our search marketing practices for the semantic search environment. Together, there’s a need to merge the two different objectives into a unified strategy.

From a search marketing perspective, it makes sense to integrate content marketing and semantic search optimization practices. The introduction of Hummingbird has taught us to deploy search optimization strategies that contextualize queries. Digital marketing with content, on the other hand, is deployed to drive traffic and engage prospects. You can see where the two might combine to form a natural single-track strategy, right?

I’ve got five ways I believe content marketing and semantic search can be better aligned.

1. Google Authorship

It’s been talked about here on ClickZ, on the Adobe blog, on Moz, and on many search industry blogs. Google has stated that Author Rank is used as a ranking factor, especially for in-depth articles. Moreover, you can’t rank without content that is viewed, shared, mentioned, linked to, or otherwise distributed.

Google Authorship has been shown to significantly boost organic visibility, even for authors who exist in fewer than 100 Google+ circles. Authorship markup helps with ranking on Google but more importantly, leads to higher click-throughs. This will, in turn, support better organic visibility. By distributing contextualized content that can be indexed using snippets through a Google+ profile, your chances for high visibility are increased.

2. Sharable Content

Search marketing analysts have been implying for years that social signals will soon correlate to better search visibility. While Google has denied using social signals as ranking factors, there is still a correlation effect where content with higher social activity may also rank higher. Obviously, shared content is not about link building, but rather a strategy – using content that provides value – which seeks to have your content shared among social circles, authority sites, and others. As your subject matter authority (see #4 below) improves, search relevancy will likely improve as well.

3. Link Potential

I realize that, in many circles, link building is not an intentional technique most enterprise SEOs engage in regularly. Partly this is due to the spammy ways in which SEOs have acquired links, which are repugnant to search marketers who optimize in a natural way. Traditional link building also takes more action, effort, and commitment than a social sharing strategy. However, because links remain a high-impact ranking factor, it’s important to consider deploying semantic-centric marketing to build inbound links. In turn, this value will contribute to increasing your subject matter authority (see #4). Consequently, a robust content marketing campaign that is optimized for semantic search is more likely to yield page authority, thus greater search visibility, than simply deploying a social sharing campaign alone.

4. Subject Matter Authority

One intent of search engines is to provide searchers with the most likely sources of information for a specific query. In order to ascend to a position as a subject matter authority, your pages must reflect a combination of relevant information and popularity. The value you provide, when optimized for semantic search, can evoke higher search visibility because your site is recognized by engines as having domain authority, which is another way of saying you have become a subject matter expert, a “go-to” site for potential customers.

5. Structured Authoring

Many trends are pointing to structured authoring (SA) governing the future of mobile and local search. Every content marketing campaign should be developed with search results in mind IMHO. Therefore, content marketing that deploys structured authoring will be better positioned to have success in the space.

As background, I talked about structured authoring as the new normal in search optimization recently. Note, though, that SA has been noted by Bing and others to not affect ranking. However, because this siloing of data makes it easier for engines to index page data, structured authoring of information typically leads to greater visibility. The additional benefits include a consistent delivery of information and reuse of data and localization, both critical factors in the mobile search space.

Using XML to define attributes (called “resources”), we can assign a variety of subject, property, and object tags which, when used across multiple assets, produce a unified profile that searchers can approach through a diverse set of queries.

The content being distributed has to be specified (authored) with context in mind. Take the following example from schema.org that marks up a page for the movie Avatar:

< div itemscope itemtype =”http://schema.org/Movie”>
< h1 itemprop=”name”>Avatar < /h1>
< span>Director: < span itemprop=”director”>James Cameron < /span> (born August 16, 1954) < /span>
< span itemprop=”genre”>Science fiction < /span>
< a href=”../movies/avatar-theatrical-trailer.html” itemprop=”trailer”>Trailer < /a>
< /div>

Supporting content related to this entry should provide additional context to the spiders. Here is an example of how a contextualized, related asset might be structured:

< div itemscope itemtype =”http://schema.org/Movie”>
< h1 itemprop=”name”>Avatar < /h1>
< span>Actor: < span itemprop=”actor”>Sigourney Weaver < /span> (born October 8, 1949) < /span>
< span itemprop=”genre”>Science fiction < /span>
< a href=”../movies/avatar-theatrical-trailer.html” itemprop=”release date”>December 18, 2009 < /a>
< /div>

In this markup, we defined the actor Sigourney Weaver as an asset associated with the movie. You can see the variety of information that can be written into each snippet. There will usually be a robust set of resources that you can embed in each page. The more details you can provide in a structured author markup, the more likely your assets will be found in a semantic Web environment.

Rich Snippets

Content marketing for semantic web search success starts with creating rich snippets. Rich snippets are parcels of information displayed in various formats on search engine results pages. On-page markup embeds schemas, which provide standardized rules that engines use when crawling your pages. Look at the image below:

google-miami-beach

Notice there are four types of snippets in the image: reviews with image, local map, images, and traditional text snippets. Your content delivery approach should be structured in a way that leverages as many attributes within your content as possible. Meaning it’s best to structure your microdata, microformat, or RDFa formats to deliver one or more of the following resources that Google supports in every marketing asset you distribute:

  • Reviews
  • People
  • Products
  • Businesses and organizations
  • Recipes
  • Events
  • Music

Doing so ensures that, when indexing your pages, search engines can easily depict the details that searchers are looking for. To see how your structured data will appear in a SERP, use the Google Structured Data Testing Tool.

Disambiguation

Let me provide a word of caution here. When you optimize your content marketing for semantic search, avoid conflicts around ambiguity. Disambiguation is required when spiders get confused about the use of certain language, and that can lead to ineffective visibility (i.e. high bounce rates due to irrelevancy). For example, the term board can mean an organized body, a piece of lumber, a set of connected circuitry, or the act of getting on a plane. Protecting yourself from ambiguity requires that you define on-page resources clearly and completely.

Content marketing for semantic search isn’t terribly complicated – but it takes an organized approach to creating content using on-page markup, which connects machine-readable attributes that meet a searcher’s intent. We must find ways to describe our business without embedding repeatedly the terms most directly used to search. With the dawning of semantic search following the Hummingbird update, content marketing has become more necessary in order to put what you have to say in as many ways as you can.

Content marketing gets much more interesting and valuable, to your prospects and search engines alike, as you continue to innovate in how that content’s structured and delivered. Implementing just a few of these strategies on your most valuable content can significantly improve the effectiveness of your overall digital marketing efforts.

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