Latent Semantic Indexing, Google and Your Web Content


The power of the human brain

Our brains are amazing things. If we’re talking and I tell you I want to find a red dress to wear to a party, you understand that I’m looking for festive, dressy apparel to wear to a social gathering. You understand that cocktail party dresses and elegant attire are also substitutions for the same needs. Though I would never say it that way, you understand it. And you’d probably also understand that while red is the color I named, other names for red are crimson, scarlet, magenta, carmine, burgundy, and brick.

Searching, parsing, deciding what’s important

Google wants to be just like our brain. Google’s intention is to provide every web user with the information they seek and need within a single click. So as we search the web, Google emulates how our brains work and provides us with options which are synonymous and which expand our search results. One of Google’s innovations has been the development of latent semantic indexing.

Latent semantic indexing removes need to keyword stuff

As Tina Courtney-Brown notes in her article The Top 5 SEO Tactics You can Drop:

“…this means that you don’t have to litter your content with all the keyword phrases you want to rank on; LSI will assume that similar phrases are also relevant.

Google will suggest alternative and commonly executed searches in a list of drop down terms in their Chrome browser.

Being there in the “I want to” moment

When you’re developing content for your website, you must integrate Google’s manner of indexing and returning relevant content to their users. Integrating Google-awareness into your content’s development means that you will be creating robust content that meets the needs of your customer by answering their questions, extending their knowledge, or solving a problem. Google tells us, for every customer, there is an “I want to…” moment. Google also terms these “micro-moments.”

In these moments, consumers’ expectations are higher than ever. The powerful computers we carry in our pockets have trained us to expect brands to immediately deliver exactly what we are looking for when we are looking. We want things right, and we want things right away.

It’s that “I want to…” which drives the individual’s search. Being served to searchers in results means that you’ve directly met their criteria in a non-spammy, intelligent, unique way that is a direct fit or fits an analogous search result.

Now that you know this, you can quit dithering on about the precise keywords you need and focus instead on the “I want to…” questions of your core customers.

Want help developing content for your customers that meets them in the micro-moment? Call us at 843-628-6434, we’re really good at helping our customers comprehend what their client’s micro-moments are.

The Future of Social Media Has Arrived: Meet Broadcast App Periscope

Broadcast app Periscope invites you to “Explore the world through someone else’s eyes.”

Social media keeps evolving. Far from being the one-sided stream of inane pics of food or defamatory posts about politics, social media in our opinion allows people to create and build interpersonal interactions. From San Francisco comes the newest face of our socially centered world, one that may just have a way to further confirm a more immediate and interpersonal element that outlets like Facebook, Instagram and Twitter may be missing.


Social broadcast your business

Meet Periscope, the newest video broadcasting app for social media users. This smartphone app for Android and Apple isn’t like watching television or even YouTube. Broadcasters live stream and connect with others in real-time. Viewers can send direct messages to interact with the broadcaster, or tap the screen to send “hearts,” showing appreciation in the same manner as a “like” on Facebook. Viewers ask questions as well creating a truly interactive video stream. Though separate from Twitter, the two companies have joined forces to cooperate with one another, making the perks of both apps available to users for optimal usage. As such, Periscope videos can be shared on or linked to Twitter, allowing users of both applications to glance into the lives of their fellow posters. Followers are instantly notified when broadcasters are live, offering audiences everywhere the power of the shared experience.

Different from Vine or Instagram video posts, Periscope allows users of the broadcast app to serve up video in real-time. Vine and Instagram video posts were captured in the past and then posted and shared.

Thus far, Periscope users have been treated to the sight of someone rising in a hot air balloon over the Sonoma Valley, a live performance by a private pianist who could play any request the audience could throw out, a tour of Glacier Park guided by one of its rangers, a monologue rehearsal for Jimmy Fallon before an episode of The Tonight Show, and a backstage look into the Paris Opera ballet provided by Benjamin Millepied.

Locally, Charleston news broadcasters Rafael James of WCSC Live 5 News and reporter Hanna Raskin of the Post and Courier used the app to report news and cover events related to the “Mother” Emanuel AME massacre.

Periscope is a broadcast app

Within the app, you may follow people from your Twitter group who are also on Periscope or you may use third party website Perisearch, which requires registration to find and follow or watch on your laptop, tablet or desktop (does anyone really use desktops anymore?)

Upon starting a broadcast, you can let your Twitter followers know that you’re live streaming by tapping on the Twitter icon. Live streams will be viewable on the web, but not after they are over. For details on all aspects of using Periscope, consult their easy to use help files.

There are many marketing and public relations uses we envision for Periscope. With it, live tweeting now becomes live coverage. Rather than wait on news media to cover and broadcast your event, with Periscope you have the tools to connect with current and future  customers and people following you via your Twitter stream. You could broadcast workshops, gatherings, sales, and more.

If your firm finds itself in a crisis situation, using this app to broadcast key leaders as they update people on the situation can help you reach directly to consumers and interested members of the public.

Make your own reality TV broadcast

Luxury Spot lifestyle blogger Bryce Gruber-Hermon has used her Periscope to share beauty tips from her home in New York City. She says, “I’ve been using periscope as a combination of a daily video diary, mini reality show, and live, in the moment version of YouTube tutorials. It’s so much fresher and more authentic than YouTube’s canned music and editing. I love it.”

The Tour de France is also using Periscope to share and interact with viewers.

If you’re interested in using Periscope for yourself or promoting your business, check out the app’s website and learn about its many awesome features.

Need help with your brand’s social media strategy, public relations, marketing or identity? We’re just a phone call 843.628.6434 or email away.

Public Relations Promotions: Five Ways to Capture Attention

Business in the doldrums?

Public Relations Promotion Tactics Include Online Survey
Online surveys are one way to gather data as a component of a public relations promotion.

Every business finds at one time or another that you need a jolt of attention. While you can always purchase print, television, radio, or social media ads, what public relations promotions can your company use to gain attention?

These time-tested, enduring tactics have been used for decades. They’ve endured because they work. They do take time to concept and plan and best promote your firm when they align with your brand, products and customers.

Public relations promotions that work

  1. Be community minded and involved. While this is not just a promotional tactic, it is one way to make your firm really different from other businesses. Over time, firms who are active in the community — for the good of the community — win over those who aren’t involved. If you embark on this path, make it truly a part of your company’s DNA.
  2. Hold a contest. From essay contests to photo submission contests to best mom of the year, companies have been holding contests for years. Whether it’s soliciting input to name a new product, or getting people to enter to win a trip, contests continue to be one of the all time promotional tactic that work. Be wary of setting the entry point too high. If you require too much effort, today’s consumers may not want to take the time or trouble to enter. And when you hold the contest, at the point of entry be sure to capture names and email addresses, and with permission, use them in the future to communicate sales, specials, or news about your company.
  3. Give an award. Media companies do it. Professional associations do it. You can do it too. If you choose to give an award, be sure it aligns with your products or services and involves the community. For example a spa could solicit nominations for Mom of the Month, Year, etc and award services. A restaurant could solicit nominations for New Parents Most Deserving of a Night Out, partnering with a limo service and a babysitting service to give new parents a night on the town.
  4. Conduct a study or take a poll and announce results. Almost daily in the news or social media, we read announcements of the results of studies or polls. Many of them capture attention because they announce interesting or compelling results. Examples include topics such and the true cost of being ticketed for DUI announced by an insurance firm; or 9 out of 10 Moms Agree…You will need to involve someone to help conduct the poll or study in a scientific manner or blind study if you want the results to be valid and hold up to intense scrutiny. However, you can also conduct straw polls or online polls which allow you to announce results gathered in a less scientific manner.
  5. Demonstrate or offer samples. It’s a fact of being human that most people don’t know how things taste or understand new or different products until they see them demonstrated. In days past, boardwalk hucksters demonstrated products before crowds each summer. Nowadays food demonstrators offer quick tips on using the latest products on offer at Costco. Breweries and wineries allow you to visit and taste their brews and vintages, promoting their brand and sometimes selling right from their tasting rooms. If you have a new, innovative product, you can also video the product in use and put that demo on your website.

Humans are curious. We are attracted to things which are new, or different, or stand out. You can take advantage of this by finding ways to create the news, stand out from the crowd and differentiate your company.


Need help standing out? Call us. We can help think up and hold a promotion, contest, survey or demonstration that gets eyes on your company.