Social Media Marketing Archives - Bruce Clay, Inc. https://www.bruceclay.com/blog/tag/social-media/ SEO and Internet Marketing Fri, 01 Mar 2024 19:14:36 +0000 en-US hourly 1 How To Optimize Content for Facebook and Instagram https://www.bruceclay.com/blog/how-to-optimize-content-facebook-instagram/ https://www.bruceclay.com/blog/how-to-optimize-content-facebook-instagram/#comments Mon, 22 Jan 2024 18:16:09 +0000 https://www.bruceclay.com/?p=207337 Improve your social media visibility, reach and engagement by following these tips on optimizing Facebook and Instagram content.

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]]> User on mobile phone interacting with social media.

Standing out on social media is a lot like standing out in the search results — you must ensure your content is optimized for each respective channel.

According to Statista, Facebook, YouTube and Instagram remain as three of the most popular social media platforms worldwide (as of October 2023). Utilizing these channels in your marketing strategy is a good idea if you want to expand your online visibility.

Statista chart showing most popular social media channels worldwide.
Most popular social media platforms worldwide (in millions), Statista

In this article, we’ll explore the significance of social media amplification and how to optimize content specifically tailored for Facebook and Instagram. (We’ll discuss optimizing content for YouTube in a future article.)

Importance of Social Media Amplification

Optimizing content for social channels helps amplify content for target audiences. Strategies like integrating OpenGraph (OG) tags, crafting compelling titles and selecting high-quality images are great ways to tailor content that resonates effectively within specific social media environments. This approach increases visibility and engagement potential of shared content across platforms.

Successful engagement on social channels can indirectly influence content’s performance in Google’s feed. The potential impact on the Google feed underscores the correlation between robust social media performance and the visibility of content across various online platforms.

Well-performing content on social media that earns substantial likes, shares and comments will show up more often in the Google Discover feed.

Key Social Channels

Established platforms like Facebook, Instagram, X (formerly Twitter) and LinkedIn remain stalwarts in the social media realm, offering diverse avenues for content sharing and interaction. These platforms serve as pillars for SEO professionals, providing vast user bases and robust tools for content optimization and audience targeting.

The emergence of newer platforms such as Meta-owned Threads, Mastodon and BlueSky Social, presents opportunities for innovative outreach and community engagement. While still in their evolutionary phase, these platforms offer fresh avenues for content visibility and audience connection.

Moreover, within specialized niches like tech and Software as a service (SaaS) communities, platforms such as Slack and Discord hold significant relevance for SEO practitioners. These focused platforms cater to specific interest groups and professional communities, offering tailored spaces for discussions, networking and content sharing.

For SEOs targeting these specialized sectors, leveraging these platforms effectively involves not only optimizing content for these spaces but also understanding the distinct communication styles and preferences of these tech-savvy audiences.

Incorporating these platforms into the broader spectrum of social media strategies allows you to tap into targeted communities and foster meaningful interactions.

Optimizing Content for Social Media

Optimizing content for social media platforms involves a strategic focus on leveraging OpenGraph (OG) tags strategically embedded within web pages. These tags, residing in the HTML <head> section, play a pivotal role in customizing how content appears when shared across social channels. (Learn more about the Open Graph protocol here.)

You can amplify the appeal of your social content by:

  • Crafting compelling titles that encapsulate the essence of the content
  • Selecting high-quality images that are relevant and meaningful for your audience
  • Providing concise yet impactful descriptions through OG tags

This intentional customization increases the likelihood of engagement and sharing within social communities.

A quick note about images: It’s important to adhere to specific image specifications, especially concerning platforms like Google Discover. Use images with a minimum width of 1,200 pixels and implement the max-image-preview robots tag to enhance the content’s visibility and potential reach through this discovery platform.

Complying with these guidelines not only aligns with Google’s criteria but also positions you to potentially tap into a significant traffic source.

Facebook Optimization

Here are five strategies for optimizing your Facebook posts:

  1. Leverage OpenGraph (OG) Tags: Utilize OG tags in your website’s HTML <head> section to control how your content appears when shared on Facebook. Ensure inclusion of og:title, og:image, og:description, and og:url tags for a compelling and accurate preview.
  2. Compelling Visuals: Select high-resolution, attention-grabbing images or videos with a minimum width of 1,200 pixels. Engaging visuals increase the likelihood of users stopping to view and share your content on their feeds.
  3. Craft Captivating Titles and Descriptions: Create concise yet impactful titles and descriptions that succinctly convey the essence of your content. Compelling copy increases the chances of users clicking through to your website.
  4. Use Facebook’s Sharing Debugger: Utilize Facebook’s Sharing Debugger tool to check and ensure that the OG tags you’ve specified are correct and displaying as intended. This tool helps in previewing how your link will appear when shared on Facebook.
  5. Engage with Your Audience: Encourage interactions by responding to comments, asking questions and initiating discussions. Building a rapport with your audience fosters a community around your content, leading to increased visibility and shares.

Instagram Optimization

Follow these strategies for optimizing your Instagram posts:

  1. Utilize Instagram’s Features: Leverage the unique tools, formats and capabilities offered by Instagram like Stories and Reels. Tailor your content to align with these features for better visibility and engagement.
  2. Optimize Captions with Keywords: Instagram now includes the handy option of searching by keyword. Make your captions descriptive and include relevant keywords to increase your visibility on the Explore page. You can also include keywords into your Instagram profile name and username, so incorporate these to increase your chances of ranking for your desired keywords.
  3. Add Alt Text: Instagram allows you to add alt text to provide a detailed description of your image. Currently, Instagram automatically generates alt text for screen readers, but you can manually enter it in the Advanced Settings before publishing a post. This gives you an opportunity to be more descriptive and add relevant keywords to your content.
  4. Use Hashtags Strategically: Research and incorporate relevant hashtags into your captions to increase the discoverability of your content. Using a mix of popular and niche hashtags ensures your content reaches a broader audience.
  5. Promote User Interaction: Encourage your followers to engage with your content through likes, comments and shares. Respond to comments promptly and create a sense of community that people can interact with.
  6. Optimize Posting Times: Try posting on different days and times, then analyze engagement metrics to determine the most effective times to share your content.

Try these tips in your social media strategy and see how they can improve your visibility, reach and engagement.

Our SEO experts can help you develop a social media marketing campaign that works for your business. Schedule a free consultation today.

FAQ: What strategies can I use to optimize my Facebook and Instagram posts for better visibility and reach?

Optimizing your social media posts is essential for gaining visibility and reaching a wider audience.

Whether you’re a business owner, digital marketer, SEO, blogger, or influencer, understanding the strategies to improve your Facebook and Instagram posts can significantly impact your online presence.

Let’s dive into some helpful tips to boost the visibility and reach of your social media content.

Utilize relevant keywords: Research and incorporate trending keywords in your posts to increase discoverability and target the right audience.

Craft compelling headlines: Grab attention with catchy headlines that pique curiosity and encourage users to click, comment and share your posts.

Quality content is key: Create engaging and valuable content that resonates with your target audience. Whether you are utilizing images, video, or textual posts, focus on delivering high-quality, relevant content that people will find interesting and want to engage with.

Leverage hashtags strategically: Hashtags categorize content and boost discoverability. Research relevant hashtags and include them in your posts to increase reach and engagement.

Schedule posts for optimal times: Analyze your audience’s behavior to determine the best times to post. Utilize scheduling tools like HootSuite or Sprout Social to ensure consistent and timely content delivery.

Engage and respond to comments: Building relationships with your audience is crucial to enhancing visibility. Engage with comments, respond to queries and foster a sense of community.

Utilize Facebook and Instagram Insights: Both platforms offer valuable analytics and insights. Regularly review these metrics to understand what content resonates with your audience and adjust your strategy accordingly.

Collaborate with influencers: Partnering with relevant influencers can expose your posts to a wider audience. Research and connect with influencers who align with your brand to expand your reach.

To optimize your Facebook and Instagram posts, it’s important to understand the buyer intent search terms. Queries like “how to increase reach on Facebook” or “Instagram post optimization techniques” can guide your content creation strategy.

Step-by-Step Procedure:

  1. Determine your target audience and their interests.
  2. Conduct keyword research to identify relevant terms for your niche.
  3. Create engaging and informative content centered around these keywords.
  4. Use eye-catching headlines and visuals to capture attention.
  5. Add relevant hashtags to improve discoverability.
  6. Share your posts at optimal times for your audience.
  7. Engage with your audience through comments and messages.
  8. Leverage Facebook and Instagram Insights to track performance and identify areas for improvement.
  9. Collaborate with influencers in your industry to expand your reach.
  10. Monitor and analyze the impact of your optimization efforts.
  11. Continuously adapt your strategy based on audience response and emerging trends.
  12. Stay updated with platform algorithm changes and adapt accordingly.
  13. Conduct A/B testing to compare the performance of different post elements.
  14. Experiment with different content formats like videos, stories, or reels.
  15. Leverage user-generated content to establish credibility and community engagement.
  16. Regularly monitor and respond to feedback and reviews.
  17. Stay engaged with social media trends and incorporate them into your strategy.
  18. Network with other industry professionals and share your content to expand your reach.
  19. Consistently analyze and refine your approach to keep your posts optimized.
  20. Celebrate your successes but remain open to learning and evolving your strategy.

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]]> https://www.bruceclay.com/blog/how-to-optimize-content-facebook-instagram/feed/ 3 7 Proven Strategies To Increase Website Traffic for Your Business https://www.bruceclay.com/blog/strategies-increase-website-traffic-for-business/ https://www.bruceclay.com/blog/strategies-increase-website-traffic-for-business/#comments Mon, 16 Oct 2023 17:26:35 +0000 https://www.bruceclay.com/?p=201559 Learn how to increase your website traffic, leads and sales with these effective digital marketing strategies.

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]]> Person typing on laptop, tablet and office supplies lying on yellow desk.

Consumers today are increasingly self–sufficient — they want to soak up as much information about your business as possible before making the decision to buy.

So, where do they go for their research? Your website. That means businesses must focus on generating traffic in order to compete and make money.

In this blog, we will cover actionable ways to increase traffic to your website and land more sales:

  1. Search Engine Optimization
  2. Content Marketing
  3. Social Media Marketing
  4. Public Relations
  5. Email Marketing
  6. Targeted Online Advertising
  7. Analysis and Adaptation

FAQ: How can SEO increase traffic?

1. Search Engine Optimization

This one is a no-brainer. The goal of search engine optimization (SEO) is to drive traffic to your website. SEO improves websites so they can rank higher in search results. And when you rank higher, you yield more traffic to your website.

SEO comprises different approaches, including technical SEO, on-page SEO and off-page SEO. Some of the tactics include:

  • Conducting thorough keyword research
  • Developing a high-quality SEO content strategy
  • Doing thorough competitive research to inform your SEO program
  • Optimizing the performance of your website
  • Monitoring and fixing technical issues
  • Creating a clear website structure to benefit visitors and search engines
  • Optimizing each critical webpage with SEO best practices

When you look at your brand in a popular search engine such as Google, you want to review what searchers will see. How well does the description of your site match what you do and who you are? What pages show up under your main page when you search for your brand? As an example, you can see how “Bruce Clay” appears in Google when searched. It’s clear that Bruce Clay is an SEO company that offers search marketing services worldwide.

Google search result for the query "Bruce Clay."
Google search for Bruce Clay as a brand

As you work to increase website traffic for your business, you also want to ensure that people see what you want them to see with that increased traffic.

2. Content Marketing

“Content marketing is like a first date. If you only talk about yourself, there won’t be a second one.” – David Beebe, branded content producer.

Content is critical for ranking in the search results and providing value to your target audience.

But today, content is held to extremely high standards by Google. The content you create must provide value and must be helpful.

To rank well in search engines, your content must demonstrate experience, expertise, authoritativeness and trust, otherwise known as E-E-A-T. For some subjects, direct experience is critical.

Providing helpful information along the customer journey will lead visitors to your website when they’re ready to purchase.

For more, see:

3. Social Media Marketing

Social media can be an incredibly effective tool for increasing traffic to your site.

Establish yourself as an authority on platforms relevant to your target market and regularly post engaging updates that pique followers’ interest.

In addition, you need to manage your presence in the social media communities by interacting with followers and utilizing paid promotional campaigns to broaden your reach and bring in additional visitors to your website.

It’s important to remember that social media marketing extends beyond providing updates and information about your products or services. Of course, you want to establish your brand, but you also need to interact with your followers. Building an audience on social media includes engaging with the people who show up to your account.

As your audience grows, we recommend hiring a community manager who specifically focuses on engaging with your followers. Building a brand relationship with people interested in your brand is one of the best ways to increase conversion rates.

4. Public Relations

Gaining mentions and publications on influential websites in your niche or high-profile media outlets can significantly enhance your brand while driving traffic back to your website.

In the context of SEO, there are some rules to follow regarding public relations, specifically press releases. To learn more about that, see Why Press Releases Still Matter to SEO and How to Write a Press Release That Entices Media.

5. Email Marketing

Email marketing is a very effective strategy for reaching your audience and bringing traffic to your site. It also gives you a high return on investment — research shows that email marketing ROI yields $36 for every $1 spent.

Emailing your subscribers keeps them informed with news, updates, information, or special promotions, and it ensures they will likely become repeat visitors to your website or customers of your products.

Email marketing is a complex strategy that involves different messaging for different audiences, so be sure that anything you send is helpful and relevant to the people receiving it.

6. Targeted Online Advertising

Google estimates that for every $1 you spend on Google Ads, you get $8 in return.

Digital advertising like Google Ads or social media ads lets you focus on targeting a specific audience to deliver uber-relevant ads.

Ad platforms allow advertisers to target potential customers based on demographics, interests and behavioral characteristics, creating highly effective digital campaigns.

This, in turn, allows you to drive targeted traffic to your site.

7. Analysis and Adaptation

Regularly monitoring website traffic with tools like Google Analytics and Google Search Console can help identify patterns, trends and areas ripe for optimization.

Studying visitor behaviors and the performance of your webpages gives you insights to adapt strategies accordingly.

Remember: Digital marketing is never done – it only evolves.

Increasing website traffic requires time and dedication, so be patient while staying aware of current digital trends.

Our SEO experts can help you increase website traffic, leads, conversions, sales and revenue. Reach out to us for a free consultation and let’s discuss how we can improve your SEO.

FAQ: How can SEO increase traffic?

SEO is a popular strategy to increase traffic to your website and convert this traffic into customers. Hence, all the most successful businesses take SEO very seriously, as it helps them grow to where they are now.

SEO is crucial because it involves optimizing content and website structure to increase your brand’s visibility in search engines. With the right SEO plan rooted in the proper techniques, traffic and conversions can grow significantly.

Search engines use complex algorithms to evaluate websites. By aligning your website with these search engines, your chances of appearing higher in search results increase, leading to more people seeing and clicking on your website.

The first part of SEO is keyword research. Keywords are words or phrases people type into search engines when seeking information. By identifying relevant keywords related to your website content and including them in titles, headings and content for optimization purposes, you can help search engines understand what the site is about while increasing its visibility through relevant searches.

Content creation is another critical SEO tactic, with search engines favoring websites offering visitors valuable and pertinent information. By regularly adding fresh and engaging content, you can bring in more visitors while increasing the time they stay on your website; both will improve search rankings while simultaneously building up a loyal following for future campaigns.

Alongside optimizing your site’s content, you must prioritize building high-quality backlinks from other reputable websites pointing back to it. When other trustworthy sites link back to your website, this signals to search engines that your content is trustworthy and valuable, improving rankings and driving more organic traffic to your business.

As with all SEO-related activities, monitoring and assessing efforts requires constant evaluation. Tools like Google Analytics are practical tools for measuring website performance by tracking metrics such as visitor count, bounce rate and conversion rates, giving insight into improvement areas while fine-tuning SEO strategies.

By implementing these SEO techniques and staying abreast of current trends and best practices, you can drive more visitors to your website while increasing its presence in search engine results. Remember, SEO is an ongoing process; continue refining and optimizing strategies until long-term success has been reached.

Step-by-step Procedure for Optimizing Content on Websites:

  1. Research keywords to uncover relevant phrases and words for your website.
  2. Be sure to include these keywords throughout the content on your website, from title tags and meta descriptions to headings and subheadings.
  3. Ensure that the content provided to visitors is helpful, well-organized and intuitive for them to access.
  4. Building an authoritative network with high-quality links in your field is key to long-term business success.
  5. Consider writing guest blog posts on reliable sites and engaging your target market via social media and online communities.
  6. Analytical tools provide an invaluable way to monitor and analyze the performance of your website. Monitor who is visiting, their behaviors and any traffic sources resulting from visits.
  7. Data analytics allows analysts to quickly recognize trends and user preferences by using collected information to perform data analyses on it.
  8. Adopt a data-driven approach to optimizing your SEO strategy.
  9. Optimize your content based on feedback from visitors.
  10. Stay current on the search engine algorithm changes and SEO best practices.
  11. Optimize your Core Web Vitals page speed to enhance user experience and SEO rankings.
  12. Use social media to spread information about your website content.
  13. Utilize email marketing to inform your target audience about your website to increase traffic.
  14. Stay ahead of your competitors by performing regular analyses to pinpoint areas for improvement.
  15. Put different SEO techniques through their paces and observe how they impact website traffic.
  16. Tweak meta tags and descriptions on your website to improve click-through rates, increasing clicks-per-visits.
  17. Employ structured data markups to elevate your website in search engine result pages and boost its rank.
  18. Continually review, analyze and adapt SEO strategies to maintain and expand visibility and traffic. for long-term and sustainable traffic growth.

The post 7 Proven Strategies To Increase Website Traffic for Your Business appeared first on Bruce Clay, Inc..

]]> https://www.bruceclay.com/blog/strategies-increase-website-traffic-for-business/feed/ 1 What Are Social Meta Tags? How to Control How Your Content Looks in Social Media Shares https://www.bruceclay.com/blog/how-to-use-social-meta-tags/ https://www.bruceclay.com/blog/how-to-use-social-meta-tags/#comments Fri, 01 Apr 2022 22:15:09 +0000 http://www.bruceclay.com/blog/?p=33915 Have you ever pasted a link into Facebook or Twitter to find that the associated image has nothing to do with the content of that page, or that the post description reads like an SEO Mad Lib?

You think twice about sharing it, don't you?

There’s a way for marketers to control the experience their content produces as it shows up on social networks including Google+, Facebook and Twitter. Control the social media content your page generates through social meta tags.

Read more in What Are Social Meta Tags? How to Control How Your Content Looks in Social Media Shares.

The post What Are Social Meta Tags? How to Control How Your Content Looks in Social Media Shares appeared first on Bruce Clay, Inc..

]]> Have you ever pasted a link into Facebook or Twitter to find that the associated image has nothing to do with the content of that page, or that the post description reads like an SEO Mad Lib?

You think twice about sharing it, don’t you?

There’s a way for marketers to control the way their content displays as it shows up on social networks, including Facebook, LinkedIn, and Twitter. You control the social media content your page generates through social meta tags.

For instance, if someone copies a link to the index page of the Tim Ferriss blog in their Facebook status update:

tim ferriss blog header
The index page of the blog of Tim Ferriss, podcast host and author of “The 4-Hour Workweek”: http://tim.blog/

It looks like this:

example of poor Open Graph markup
When the URL http://tim.blog/ is pasted into a Facebook status update, the results is a lack-luster piece of content.

What you see here has room for improvement. You want to compel a viewer to click, right? The problem here is that the image, headline, and description haven’t been crafted to get a click. People probably ignore or trash this post instead of sharing it.

Luckily, the title, description, and image that automatically pop up when a user shares a link on many social networks can all be specified by the content publisher. When you optimize your content to look good on social media, it is more likely to get a click.

Social share optimization is one of the tactics we prioritize with our SMM services.

Why? Well, aren’t you much more likely to click on the post if it comes across your feed looking like this?

doctored example of social media content
In this doctored version of social media content for the Tim Ferriss blog, the image is set to fill the available space, and the headline now includes a benefit statement to compel a viewer to click.

Read on to learn how to customize the headline, description, and image of your pages using social meta tags. Jump to these sections with the links below, or read on for your guide to optimized social media content:

Pro Tips for Crafting Social Meta Tags

The point of using social meta tags is to control the way your content is displayed in feeds rather than letting Facebook, Twitter, and other social platforms generate the headline, description, and image for you.

  • Adjust or recycle unused title ideas by using them as headlines in social media content.
  • You may want to test different versions of an image. Use Open Graph tags and Twitter Card tags as a social media marketing testing ground.
  • Tweak the image and content based on the network. Showcase images and text that will appeal to the unique interests of each network’s distinct audience.
  • While Twitter is said to default to Open Graph tags if no Twitter Card markup is on the page, in our experience, you get a more controlled result if you include both types of social media markup on a page.

Using WordPress? Social Meta Tags in WordPress Plugins

If you’re using WordPress, several plugins make it possible to implement social meta tags without ever having to write a single line of code.

Some options include:

WordPress plugins for social meta tags are a quick and easy way to associate custom headlines, descriptions, and images with your WordPress posts and web pages on a page-by-page basis.

Yoast SEO WordPress plugin UI
Facebook Open Graph data input fields in the Yoast SEO WordPress plugin. If you were to click on the Twitter bird tab, you would see the same fields for customizing Twitter Card markup.

If you’re using different software to operate your site, the social markup for Facebook Open Graph, Twitter Cards, and the other major social networks is below.

Open Graph Tags

The Open Graph protocol is Facebook’s standard for implementing social meta tags. It has also become recognized by all the major social platforms, including LinkedIn and Twitter. This means that Twitter, LinkedIn, and other networks often pull the headline, description, and image indicated in the Open Graph tags.

The critical Open Graph tags are:

Open Graph tag Description of tag
og:title title or alternate title of page which displays as the headline
og:url URL of page
og:description description of the page, of which Facebook displays 300 characters at most
og:image URL of unique image, recommended dimensions 1200×630 pixels
og:type article (otherwise defaults to “website”)

In order to have the Facebook shares that come from your webpages formatted with a headline (title), description, and image of your choosing, like this:

example of good open graph social media content

… here’s what the social meta tags must look like in the HTML code:

<meta property=”og:title” content=”The Always-Up-to-Date SEO Checklist from Bruce Clay Inc.” />

<meta property=”og:url” content=”https://www.bruceclay.com/blog/seo-checklist/” />

<meta property=”og:description” content=”Just getting started optimizing websites? Here’s a time-tested SEO checklist to keep on-hand during your projects.” />

<meta property=”og:image” content=”https://www.bruceclay.com/blog/wp-content/uploads/2016/08/SEO-Checklist.jpg” />

<meta property=”og:type” content=”article” />

To make sure your Open Graph tags have been properly configured, use Facebook’s Sharing Debugger to view an error report and see a preview of how a shared URL will appear when posted to Facebook.

Pro tip: If you update a page’s OG tags, use the Sharing Debugger to force Facebook to do a fresh scrape of the URL, which will cause Facebook to pull the new social meta tag data. Otherwise, it might pull from the cache instead of showing your updated content.

Twitter Card Markup

Twitter Cards allow you to attach photos or videos to Tweets with a few lines of code. There are several types of Twitter Cards, but Summary Cards and Photo Summary Cards are most commonly used.

The basic markup tags for Twitter are:

Twitter Card tag Description of tag
twitter:card Card type (full list of card types here)
twitter:title Title or alternate title of page viewed as the headline
twitter:url URL of page
twitter:description Brief description in less than 200 characters
twitter:image  URL of unique image, recommended minimum dimensions of 440×220 pixels

So in order to get this:

example of good twitter card social share content

… the Twitter Card social meta tags will look like this:

<meta name=”twitter:card” content=”summary_large_image” />

<meta name=”twitter:title” content=” The Always-Up-to-Date SEO Checklist from @BruceClayInc” />

<meta name=”twitter:url” content=”http://www.bruceclay.com/blog/seo-checklist/” />

<meta name=”twitter:description” content=”Just getting started optimizing websites? Here’s a time-tested SEO checklist to keep on-hand during your projects.” />

<meta name=”twitter:image” content=”http://www.bruceclay.com/blog/wp-content/uploads/2016/08/SEO-Checklist.jpg” />

Want to see what your page will look like when pasted into a tweet? Input a URL into the Twitter Card validator to see a preview and make sure you’ve configured your Twitter Card social markup correctly.

Pro tip: If you update a page’s Twitter Card tags, use the Twitter Card validator to force Twitter to do a fresh scrape of the URL, which will cause Twitter to pull the new social meta tag data. Otherwise, it might pull from a cache instead of your updated tags.

Schema for Sharing on LinkedIn and Pinterest

As mentioned, Open Graph tags are read by Facebook, LinkedIn, and Twitter. Most social networks recognize and support Open Graph as a default standard when it comes to social markup. But there is another solution for Pinterest and LinkedIn, which is schema markup.

To use schema markup to customize the title, description, and image associated with your LinkedIn or Pinterest, the social meta tags look like this:

<html itemscope itemtype=”https://schema.org/Article”>

<meta itemprop=”name” content=”Blog Post Title”>

<meta itemprop=”description” content=”This a description of blog post”>

<meta itemprop=”image” content=”https://www.domain.com/image.jpg”>

Again, this schema markup will go in the HTML code associated with your post right before the closing head tag, </head>.

You can validate your schema markup using the Google Structured Data Testing Tool.

Read more on using schema and structured markup to improve how your content is displayed in our technical SEO and schema markup guides.

Social Media Promotion with Meta Tags

Start thinking of your social media content, like social advertising. Strategic social markup for enhanced distribution is everything in today’s dynamic digital landscape.

The key to maximizing your social distribution is to control how your content is displayed in feeds rather than letting Facebook, Twitter, and other social platforms pull content from the page for you. By optimizing the meta tags that control social media content, you can craft messages about your blog post geared toward the distinct audiences you have on each social network.

Much like page title tags and meta description tags help boost organic search engine rankings, social meta tags are elements in your HTML that boost social exposure, increase social media traffic and improve click-through rates.

For additional help crafting more informative meta tags, be sure to check out our advice on how to use keywords in SEO.

FAQ: How can I optimize my social media content using social meta tags to increase click-through rates and engagement?

Leveraging the full potential of your content goes beyond crafting captivating posts; it’s about ensuring your message resonates with your audience. This is where social meta tags come into play. These unassuming code snippets are key to maximizing click-through rates and engagement on platforms like Facebook, Twitter, and LinkedIn.

Social media is a bustling landscape where millions of pieces of content compete for attention. To stand out, you must provide users with content that speaks directly to their interests. Social meta tags offer a solution. By customizing your headlines, descriptions, and images, you can create a tailored experience that captures attention and entices users to delve deeper into your content.

Open Graph tags and Twitter Card markup are your secret weapons for optimizing content display on Facebook and Twitter. Craft a compelling headline that sparks curiosity, a concise description that delivers value, and an image that resonates with your target audience. This orchestrated effort ensures your content is not lost in the sea of posts but instead shines brightly on users’ feeds.

Don’t limit yourself to just Facebook and Twitter. LinkedIn and Pinterest also have their preferences. Schema markup can help you optimize the presentation of your content across these platforms, customizing titles, descriptions, and images to meet each platform’s target audience.

If you’re a WordPress user, implementing social meta tags becomes even more accessible. With plugins like WPSSO, JM Twitter Cards, and WordPress SEO by Yoast, you can streamline the process and effortlessly associate custom headlines, descriptions, and images with your posts and pages. This empowers you to maintain consistency across your digital footprint while ensuring optimized display on social networks.

Social meta tags are not just technical elements but the bridge between your content and your audience. By taking the reins and crafting how your content appears on social platforms, you enhance your chances of capturing users’ attention and driving engagement. Optimizing your social media content with social meta tags in a world where every click counts is a strategy worth mastering.

Step-by-Step Procedure:

  1. Determine the social media platforms for which you want to optimize content (e.g., Facebook, Twitter, LinkedIn, Pinterest).
  2. Familiarize yourself with the basics of social meta tags, including Open Graph tags and Twitter Card markup.
  3. Identify the key content you want to promote through social meta tags.
  4. Craft an attention-grabbing headline that encapsulates the essence of your content.
  5. Create a concise yet impactful description highlighting your content’s value.
  6. Select or design an image that aligns with your content and captures users’ interest.
  7. Implement Open Graph tags in your HTML code to customize the content display on Facebook and other platforms.
  8. Utilize Twitter Card markup to optimize content visibility and engagement on Twitter.
  9. Explore schema markup options to customize content presentation on platforms like LinkedIn and Pinterest.
  10. Choose the appropriate schema tags (itemscope, itemprop) and populate them with relevant content details.
  11. To simplify tag implementation, Consider using WordPress plugins like WPSSO, JM Twitter Cards, or WordPress SEO by Yoast.
  12. Install and configure the chosen plugin according to its documentation.
  13. Access the plugin settings to input custom headlines, descriptions, and images for your content.
  14. Use social media validators (e.g., Facebook’s Sharing Debugger, Twitter Card validator) to test and preview how your content will appear.
  15. Adjust and refine your social meta tags based on validation results and platform-specific requirements.
  16. Update your website’s code with the revised social meta tags.
  17. Monitor the performance of your optimized content by tracking click-through rates and engagement metrics.
  18. Analyze the data to identify trends and areas for improvement in your social media strategy.
  19. Continuously iterate and refine your social meta tags based on user engagement and platform changes.
  20. Stay updated on best practices and emerging trends in social media optimization to maintain a competitive edge.

The post What Are Social Meta Tags? How to Control How Your Content Looks in Social Media Shares appeared first on Bruce Clay, Inc..

]]> https://www.bruceclay.com/blog/how-to-use-social-meta-tags/feed/ 65 4 Hot Digital Marketing Jobs & Salary Data; Is a Career in Digital Marketing for You? https://www.bruceclay.com/blog/digital-marketing-salary-job-data/ https://www.bruceclay.com/blog/digital-marketing-salary-job-data/#comments Thu, 06 Jan 2022 17:26:37 +0000 https://www.bruceclay.com/?p=116346 Digital marketing jobs are really hot right now. Here are 4 in-demand careers including skills, pay and how to prepare for them.

The post 4 Hot Digital Marketing Jobs & Salary Data; Is a Career in Digital Marketing for You? appeared first on Bruce Clay, Inc..

]]> Marketing professional searches online for digital marketing jobs.
The pandemic has changed the way businesses market and employees work.

As consumer behavior changed over the past couple of years, businesses had to pivot. Many turned their focus to digital channels. In fact, Statista shows digital marketing spend as of August 2021 is as high as it’s ever been and still rising.

The work-from-home, remote employee role also became a new norm. In 2020, 71% were working from home, and the majority (54%) say they wish to have a permanent work-from-home role, according to the Pew Research Center.

While working from home may have been challenging for many employers initially, it presented new opportunities for them too, such as being able to source talent from anywhere in the U.S.

The good news is that digital marketing roles are the perfect type of remote job. So long as you have the skills and an internet connection, you can do just about anything from anywhere.

And digital marketers are in demand. In fact, LinkedIn lists “digital marketer” among the top 10 most in-demand jobs.

Of course, “digital marketer” is a pretty broad role. Within that category, businesses are looking for all types of skills, including social media, content strategy, SEO, Google Analytics, Google Ads and more.

So what does a career path in digital marketing look like? Let’s look at four in-demand digital marketing roles, their salary ranges and job requirements. Later, I’ll show you how you can uplevel your digital marketing skills to be more attractive to employers.

What Are the In-Demand Digital Marketing Jobs Right Now?

Let’s focus on four in-demand digital marketing roles:

  1. SEO specialist
  2. Web content writer
  3. Social media marketer
  4. SEM specialist
  5. How to Launch or Uplevel Your Digital Marketing Career
  6. FAQ: Are digital marketing careers a viable choice for job seekers looking to thrive in the online landscape? 

SEO Specialist

What they do: Having a search-engine-friendly website is critical to businesses. An SEO ensures that a website is search-engine friendly, meaning there are no issues preventing it from being crawled and indexed by search engines. An SEO also optimizes the website to get more organic web traffic, improve user experience and capture more online revenue for a business.

There are three factors that impact a website’s search rankings: the search engines, a company’s competitors, and SEO. We can’t control the search engines, and we can’t control competitors, but we can control a website. That makes the work of an SEO invaluable.

Plus, SEO is truly a never-ending process, which makes it fun and challenging. And for companies that value SEO as an ongoing strategy, it offers job security. And speaking of job security, according to research by Backlinko, SEO jobs weren’t negatively impacted by the pandemic.

Out of the digital marketing jobs out there, SEO specialists are among the highest in demand, and many of those jobs are touting remote roles.

What skills they have: So what skills do you need as an SEO? That really depends on who you ask.

According to Backlinko, the majority of SEO jobs out there were more general in nature. Only about 23% required technical SEO skills. But certain technical skills also meant more pay, like the ability to code.

Here at Bruce Clay Inc., we only hire experienced SEOs. And we place a lot of value on technical SEO skills. So it really depends on the employer and their SEO needs.

In general, SEOs need to be analytical and able to thrive in a fast-paced, ever-changing environment.

In all cases, you need to have a good foundation for how to do SEO the right way. Good SEO programs can drive revenue for a business; bad SEO tactics can cause businesses to lose money and be a near-death experience. So great care needs to be taken in how you learn and do SEO.

And guess what else? About 64% of SEO jobs don’t require a college degree, according to Backlinko. So what’s the best way to get up and running with SEO? Training and experience.

What they make: How much do SEOs get paid? It depends.

  • According to Robert Half salary data, $68,500 is the median salary that SEO specialists make, with about a quarter earning above $80,000 per year.
  • Backlinko states the average salary for a general SEO position is about $60,000 per year.
  • Search Engine Journal (SEJ) reports from a 2021 survey that the majority working across job titles in SEO make between $50,000 and $74,000 per year.

Of course, pay varies on job level as well as the required skills and experience. For example, 30% of junior roles, according to SEJ, start between $35,000 and $49,000. But the salary climbs as you head into positions requiring five to 10 or more years of experience.

Job preparation tips: To get a sense of the types of things we look for in an SEO analyst, you can check out the types of questions we ask SEO candidates and the types of soft skills that are important to an SEO role as well.

Web Content Writer

What they do: A web content writer writes copy for websites and blogs. This is an important role in digital marketing because what is a website without quality content? A site that doesn’t have good content won’t be able to compete in the organic search results or provide a good user experience. A web content writer is the person who develops text for a website.

When done well, web content attracts more website traffic and causes visitors to take action — whether that means learning more about the company or buying a product. That makes the web content writer an invaluable asset to any digital marketing team.

It is also the web content writer’s job to create content that supports SEO keywords and the overall expertise and authority of a website.

What skills they have: Web content writers need to understand the written word, be great at research, and be able to create quality content that looks as though it has been written by an expert on the topic.

Not all writers will automatically be good at web copywriting. Writing for the web is a specialty niche and typically takes training and experience.

A good web content writer will understand how content fits into the larger digital marketing strategy. For example, knowing how to create content that competes in the organic search results can ensure that you are delivering your best work in the context of a digital marketing program.

What they make: According to the Bureau of Labor Statistics (BLS), the median annual wage for writers was $67,120 in May 2020. That can change depending on the industry and niche. For example, those in media and communications averaged $61,310, and those in professional services averaged $66,680.

Robert Half data shows that the median wage for a web copywriter is about $67,500 per year. Technical writers in marketing and creative can make a little more, with $74,250 as the median. Superpath reports the average income for a content writer $60,721.

Again, these salaries can vary based on many factors, including skills, experience and location.

Job preparation tips:

Social Media Marketer

What they do: Social media marketers are responsible for maintaining a brand’s presence and building visibility and customer relationships within social channels. This can encompass many different activities, from creating social media business profiles and developing social media posts to engaging with customers and building relationships with influencers.

(Read this Bureau of Labor Statistics description for more on what a social media specialist does.)

Most people today are likely accustomed to using social media on a regular basis. The good news is that as digital marketing evolved over the years, it opened the doors to jobs within social media.

Businesses now see the value of having a social presence and are willing to pay someone to help them manage it.

What skills they have: Social media specialists need to understand popular and emerging social media channels. They need to be tech-savvy and somewhat analytical as they will be using various tools to manage social media.

It is also important for social media specialists to be able to understand a business’s audience. Because they help create the face of a company, social media specialists need to be able to communicate on-brand and as equals with their target audience.

They need to stay on top of trends and social issues and also know how to use discretion when handling sensitive topics. Finally, creativity and communication skills are key. Coming up with new ways to communicate from a business to an audience is critical.

This job is a good fit for anyone who is naturally social, enjoys creative content creation, and embraces analytics and reporting to show the value of their social media efforts.

What they make: The BLS lumps social media specialists with public relations professionals. And, according to their data, in 2020, the median annual wage for public relations specialists was $62,810.

Robert Half data shows that social media specialists make $53,750 on average. Data from Zippia shows that the average salary for this role is $46,000 and can go up to $61,000.

Job preparation tips: Prepare your knowledge of social media for business with these social media manager interview questions.

Search Engine Marketer (SEM) Specialist

What they do: An SEM specialist runs the paid online advertising efforts of a business. This role creates and manages ad accounts for pay-per-click platforms, including search and social media and other online ad campaigns, such as display.

Not only does the SEM specialist create or direct the creation of ads, but he or she also manages the bids for those ads and reports on the performance of the campaign.

What skills they have: An SEM specialist needs to have a deep understanding of online advertising platforms, including how to succeed in them, the rules of engagement, and so on.

This is a great digital marketing job for someone who is analytical because they’ll be looking at average bids, cost per click and other numbers every day. There is a lot of monitoring and reporting involved, so it is a good choice for someone who likes digging into data, too.

Finally, an SEM specialist needs to be creative if they are writing the ads as well. The best online ads require a deep understanding of what will get the target market’s attention in unique and emotionally resonant ways.

What they make: Salary.com reports that the median salary for an SEM specialist is $74,170, but the range is anywhere from $43,657 to $121,480. Robert Half data shows the median income as $54,250, with the top 25% making more than $68,000 per year.

As with all other jobs, pay is commensurate with experience, skills, and location.

How to Launch or Uplevel Your Digital Marketing Career

Eight-seven percent of employers say they are struggling to fill positions as a result of a skills gap. So whether you are just starting out your digital marketing career, or you want to uplevel it, training is the way to go.

At Bruce Clay Inc. we offer search engine optimization training that can get any professional up to speed on the foundations of SEO.

We’ve completely reimagined the way SEO training is delivered online. Our membership format gives students the most value with expert training as well as access to continually updated information and a variety of resources, support, and opportunities for interaction.

Whether you are an entry-level SEO or a digital marketing professional with some experience under your belt, SEO training can not only teach you how to get started with SEO best practices but also keep you up to date on industry changes and approaches to SEO.

For more, see: It’s Time to Rethink Your SEO Training or visit our SEO training site.

In summary, digital marketing has opened up a wide array of job opportunities for recent graduates and self-driven learners alike. There are a lot of options to choose from within the digital marketing space, as these roles are in demand now more than ever.

Plus, digital marketing jobs usually come with good pay, benefits and job security. Today, many of these jobs are remote, which offers great flexibility and makes them even more attractive.

Here at Bruce Clay, we’re looking for experienced SEOs, content writers, and other digital marketers. Our staff works remotely throughout the U.S. If you’d like to consider joining our excellent team, see our employment page for current opportunities.

FAQ: Are digital marketing careers a viable choice for job seekers looking to thrive in the online landscape? 

Digital marketing has emerged as a dynamic and evolving field, giving job seekers many opportunities to thrive online. Digital technology continues to advance at an incredible rate, creating many career opportunities in digital marketing for those seeking entry into the modern workplace.

Digital marketing encompasses an expansive field that encompasses various roles. These may include SEO specialists, writers of website content, social media marketers, and search engine marketing (SEM) specialists. These roles offer a spectrum of responsibilities and require various skill sets, each contributing uniquely to the digital marketing landscape. However, the overarching advantage of these careers lies in their adaptability and alignment with the ever-changing online trends.

A key attribute of digital marketing careers is their flexibility, with many positions allowing remote work arrangements. This flexibility not only offers professionals the freedom to balance their personal and work lives but also widens the talent pool for employers. With the global accessibility of remote work, employers can source talent from anywhere, fostering diversity and innovation within their teams.

Moreover, digital marketing careers often come with attractive remuneration packages. From SEO specialists who optimize websites for search engines to social media marketers who build brand visibility, these professionals are in high demand, leading to competitive salaries and benefits. The continuous growth of online business activities ensures the stability of these roles, even in the face of economic uncertainties.

Aspiring digital marketers can pave their way to success by honing specific skill sets. For example, SEO specialists must master the art of optimizing websites for search engine visibility, while content writers should craft engaging and SEO-friendly content. Social media marketers must stay abreast of platform trends and engagement strategies, and SEM specialists must effectively manage online advertising campaigns.

Digital marketing careers offer a promising pathway for job seekers looking to thrive online. With their flexibility, growth potential, and diverse skill requirements, these roles cater to various interests and expertise. To succeed in this dynamic field, professionals must cultivate a combination of technical prowess, creative thinking, and a deep understanding of the online ecosystem. By embracing these attributes, aspiring digital marketers can navigate the ever-evolving online landscape and forge a successful career path.

Step-by-Step Procedure:

  1. Introduction to Digital Marketing Careers
  2. Overview of the Online Landscape and Job Market
  3. Explore the Diverse Digital Marketing Roles
  4. Highlight the Flexibility and Remote Work Opportunities
  5. Discuss the Remuneration and Job Security Aspects
  6. Emphasize the Skill Sets Required for Success
  7. Deep Dive into the Role of SEO Specialists
  8. Uncover the Significance of Web Content Writers
  9. Examine the Role of Social Media Marketers
  10. Explore the Responsibilities of SEM Specialists
  11. The Role of Training and Skill Development
  12. Benefits of Industry-Specific Training Programs
  13. Transitioning from Traditional to Digital Marketing Careers
  14. Challenges and Opportunities in the Digital Landscape
  15. Strategies to Excel in the Digital Marketing Field
  16. Showcasing Real-World Success Stories
  17. Embracing Continuous Learning and Adaptation
  18. The Impact of Digital Marketing on Modern Business
  19. Concluding Thoughts: The Bright Future of Digital Marketing Careers
  20. Resources and Further Reading for Aspiring Digital Marketers

The post 4 Hot Digital Marketing Jobs & Salary Data; Is a Career in Digital Marketing for You? appeared first on Bruce Clay, Inc..

]]> https://www.bruceclay.com/blog/digital-marketing-salary-job-data/feed/ 23 Bruce Clay’s Predictions for Digital Marketing in 2018 https://www.bruceclay.com/blog/2018-digital-marketing-predictions/ https://www.bruceclay.com/blog/2018-digital-marketing-predictions/#comments Tue, 16 Jan 2018 15:05:52 +0000 https://www.bruceclay.com/blog/?p=42936 Marketing teams across the board will face receding budgets as the C-suite becomes increasingly unwilling to dole out money without solid proof that it delivers results. As a result, I expect to see a focus on attribution tools and better data reporting as the industry scrambles to connect the dots of customer journeys and justify marketing spend.

Predictions for digital marketing in 2018 are fairly easy to make — at least compared to the last 13 years of annual prediction posts I’ve written. I am sure that most in the SEO industry who follow Google see these trends already progressing. In a nutshell, the hot buttons SEOs know now will stay hot.

Here are my predictions for mobile first, voice search, content, linking, speed, SEO, ecommerce, machine learning, virtual reality and video — to help you be informed to make the right marketing moves this year.

Read Bruce Clay's 2018 Predictions for Digital Marketing

The post Bruce Clay’s Predictions for Digital Marketing in 2018 appeared first on Bruce Clay, Inc..

]]> Do you remember the buzz and flurry of activity around Y2K? Possibly not, but it was a fire drill of activity to avoid disaster. This year may seem similar as things evolve rapidly in the realm of search.

For example, sites that have put off mobile readiness — thinking that most of their traffic comes from desktop, so why bother with mobile? — will find themselves in crisis this year.

Marketing teams across the board will face receding budgets as the C-suite becomes increasingly unwilling to dole out money without solid proof that it delivers results (per Gartner’s Oct. 2017 CMO survey).

As a result, I expect to see a focus on attribution tools and better data reporting as the industry scrambles to connect the dots of customer journeys and justify marketing spend.

Predictions for digital marketing in 2018 are fairly easy to make — at least compared to the last 13 years of annual prediction posts I’ve written. I am sure that most in the SEO industry who follow Google see these trends already progressing.

In a nutshell, the hot buttons SEOs know now will stay hot.

checkers move
Make the right moves this year, informed by Bruce Clay’s 2018 digital marketing predictions.

Here are my predictions for mobile first, voice search, content, linking, speed, SEO, ecommerce, machine learning, virtual reality and video, to help you make more informed decisions this year.

My Digital Marketing Predictions for 2018


Mobile First: Google’s mobile-first index will become a bigger player starting around February. I expect that there will be a significant “disturbance in the force” when companies that have rested on their brand realize that the indexed content has changed enough to disturb their rankings.

For sites that are not mobile friendly, Google may continue to index the desktop version and hold off moving it to the mobile-first index. However, I don’t expect their rankings to hold since mobile user experience is the search engine’s top priority.

I anticipate Google will roll out mobile-first faster than expected. But even the preparation for it is changing the search engine’s index — which impacts rankings.

For instance, businesses trying to speed up their sites may remove large images, eliminate non-essential content, and modify other elements including links. Just altering the navigation menu to simplify it for mobile users changes a lot. All of this fluctuating content will affect the index and (combined with other changes) potentially create a flurry of lost-traffic panic.

Sites that have put off mobile readiness — thinking that most of their traffic comes from desktop, so why bother with mobile? — will find themselves in crisis this year.
Click To Tweet


Voice Search: Right behind mobile, I predict voice search will be a major SEO focus in 2018. This is not because it impacts ecommerce so much as it impacts information and news sites.

Video: Why voice search will be big in 2018

Users will ask questions, and many sites are not well optimized to provide answers to questions. The traditional phrase-centric search will become archaic, and optimization will need to be about spoken Q&A instead of who used the keyword best.

Virtual assistants (such as Apple’s Siri, Google Assistant) and smart devices (such as Amazon Echo, Google Home) will continue improving their ability to interpret spoken language through machine learning. That’s a given.

But voice searches are still imprecise in many cases, and users often have to restate questions in different ways to get useful information. For example, try this:

  • Can you find your product with a voice search if you don’t mention your brand name?
  • When you do a voice search for your business or products by name, are they correctly understood or mistaken for something else?

Businesses should test voice searches and make sure their online information is sufficient to give people multiple ways to find them (by name, by type of business, by location, by specialty, etc.). In addition to all the local SEO factors, local businesses in particular need to consider how to be found for various descriptive terms through voice search while the technology is maturing. (See more on how to optimize for voice search.)

Businesses should test voice searches and make sure their online info is sufficient to give people multiple ways to find them.
Click To Tweet


Content Focus: Content is next in line for a major 2018 emphasis, but now more of the same. The creation of intelligent content that answers people’s needs is the role of the content writer (more so than the SEO), so empowered content teams with SEO tools will dominate this area.

This will be a period of significant growth in the development of content teams with tools and training, enabling an army of writers many times larger than the SEO team to start doing SEO themselves as the content is created.

As a sidebar, I expect the usage of WordPress, which currently runs 29.3% of all websites, to multiply this year, with a massive number of sites redesigned using WordPress. There will soon be a new era of Active WordPress Plugins (AWPPs, to coin a term), which actively give guidance while you’re working in WordPress (like a digital assistant for WP). They will empower content writers to do more SEO themselves, leading to better-optimized content on WordPress sites.

This improvement will be countered by the possible late-2018 release of WP Gutenberg, a new editor interface for WordPress that’s currently in the testing phase. In my opinion, it will be difficult for Gutenberg to gain favorable recommendations for use if it takes away plugin-derived revenue from the web design and hosting companies.


Linking: Links have always been a headache for Google — they empower the search results, but they are also heavily spammed.

As good as the Penguin filter is, which has been running within Google’s core algorithm for over a year now, we see that unnatural links still work way too often in the search results. There’s room for improvement.

Unnatural links still work way too often in the search results. There’s room for improvement.
Click To Tweet

I predict Google will issue a major update to the algorithm sections that deal with links to better filter spammy, off-topic links.

Search engines will also be adjusting to a diminished number of links from and within mobile sites (due to sites becoming more efficient for mobile, as discussed under Mobile-First, above) as well as other undisclosed mobile-first algorithmic factors. I predict Google will examine the speed and popularity of the linking page to determine the probability of the link’s being seen and clicked. Eliminating any link unlikely to be clicked because of poor performance will become critical as the link patterns are reviewed. All of this certainly should change how we acquire links in 2018.


Speed: Another factor for digital marketing in 2018 will be the increased adoption of Progressive Web App (PWA) technology to achieve faster site speed. Both app and website developers will embrace this hybrid approach that is easier to maintain and promote while delivering impressive speed for users. There’s a lot of resources out there for details on PWAs; this recent post by Cindy Krum is one of my favorites.

Coupled with a rise in PWA usage will be a diminishing regard for Accelerated Mobile Pages (AMP), certainly wherever bandwidth is acceptable. If pages are fast enough and fully responsive, then AMP is not needed (a point Google’s Gary Illyes made during a keynote in June).

By the holiday season a year from now, I predict AMP will be a non-issue for most websites. The AMP project was all about speed anyhow, and as internet speed in general increases, the need for AMP will diminish — even if, as Google has promised, the odious problem of masking the publisher’s URL in search results gets fixed in the second half of the year.

Coupled with a rise in PWA usage will be a diminishing regard for Accelerated Mobile Pages (AMP).
Click To Tweet

I expect speed to be seen as a cloud issue this year, as well.

Amazon Web Services (AWS) and similar cloud-based platforms will expand. Meanwhile, Content Delivery Network (CDN) usage will decrease. Serving up a website’s static resources from the cloud provides greater speed and efficiency than doing it from nodes, as CDNs do, except for sites with a significant quantity of large files (such as high resolution images). CDNs are certainly becoming less important, and by year end, CDNs will be seldom used. While CDNs solved a significant conversion issue in the past, with higher speed networks and server technology changes, they will be unnecessary by the end of the year.


SEO: So what about traditional technical SEO?

It continues and actually becomes more important. As easy links stop working, companies will increasingly turn to other parts of the algorithms — specifically content as well as on-page structure, navigation, internal linking, and better compliance with SEO practices.

Building a site’s experience, expertise, authority, and trustworthiness (E-E-A-T) will dominate this focus and become more critical across the board. The winning companies will be the ones with the best trained staff already working on an SEO-aligned content-based strategy aggressively. Between equally helpful content, the tie-breaker will be E-E-A-T, and we’ll see fewer sites ranking without it. This is likely to benefit established brands in the rankings.

As cited above, there will be considerable activity impacting the content in the Google index. A great amount of the algorithm is based upon the index’s having a reasonably large and steady population of content pages. The advent of the mobile-first index, query changes towards questions, a massive SEO content change (in kinds, volume and number of competitors), the diminishing access to links both internally and inbound (backlinks), and other easily identified factors all add up to a massive index change this year — and that will destabilize rankings.

Factors all add up to a massive index change this year — and that will destabilize rankings.
Click To Tweet


Ecommerce: Google will step up as a major competitor in ecommerce this year. Google’s ecommerce site Express.Google.com has a network of manufacturers and resellers already in place. I believe it is poised to rival Amazon.

I order a lot of products online, and I think there is room for a second major service. Consider that as Amazon gains usage, people are going straight to Amazon.com. That threatens Google’s search business.


Machine Learning: Due to machine learning, Google’s ability to figure out what the user wants is advancing at lightning speed.

As Google’s algorithm learns to map user intent to each search query more and more accurately, sites must match that intent in order to rank.

Consider this – as Google figures out that a query requires purely information, your ecommerce site will lose rankings for that keyword. Sites that used to perform well for head terms need to pay attention to what is being ranked and forget what used to rank, including themselves. Getting an ecommerce site to rank for an information keyword is much harder now.

As a result of Google’s machine learning, rankings lost may be next to impossible to regain. In a competitive keyword field, the profile of the website silo (associated themed pages), and not just the ranking page, must match user intent.

As a result of Google's machine learning, rankings lost may be next to impossible to regain.
Click To Tweet

I’ll give a personal illustration. Google recently upended its search rankings for the query [search engine optimization]. This query is popular with do it yourself (DIY)-minded searchers, rather than people looking to consume SEO services. The algorithm detected this in 2017 and rapidly shifted rankings to favor news and information sites, not just the most in-depth answer to the query. As a result, our SEO Tutorial hub page fell from the middle of Page 1 to #15 in just a few months for this specific query.

Marketers will need to take user-intent cues from Google by watching what results are shown as the SERPs fluctuate this year. Doing so will help you avoid futile keyword targets and find new search queries to optimize for in order to match your site content to the right user intent.


VR: Virtual reality (VR) and especially EEG controls will continue to grow throughout 2018. The technology enables remote conversations to feel like everyone’s in the same room.

Beyond chat rooms (e.g., Facebook’s experimenting with a VR hangout app), imagine business meetings leveraging VR to pull remote workers together in one place. Conversations and examples would jump to life better; collaboration could be virtually face-to-face, all without travel expenses. It will be the business applications that monetize VR and propel it forward, so watch for opportunities there. We are considering it for our classroom SEO Training course.


Video: It’s about time for Google to seriously leverage the revenue opportunity of YouTube (which it owns). I expect to see many more video results co-mingled with organic listings this year.

I expect to see many more video results co-mingled with organic listings this year.
Click To Tweet

Video production for marketing purposes will grow exponentially. Video has been expanding as a marketing tool for years now, ever since Google first started blending results in Universal Search.

But companies in every niche are now investing in video production at record levels. A mid-2017 HubSpot survey found that the top two content distribution channels that respondents planned to add during the next year were both for video: YouTube and Facebook Video. We’re considering this as an option for our training materials, too.

Last thoughts as we launch into 2018

Bruce Clay, PresidentGoogle is in the business of making money, and they are banking on/assuming that search advertising is primarily how that happens. On a mobile device, that could mean less exposure for organic results. I expect PPC to be taking budget from SEO when this occurs.

As for how marketing is going to do in a year of shrinking budgets, that is a tough situation. Digital marketing is getting more complex, and ROI is still difficult to measure. Social media is a big cause of the current wariness, since companies have tired of throwing money across various social sites without seeing tangible results. The attribution problem is still not solved, and companies will require more proof that marketing is working.

If results can be measured, then digital marketing will get more buy-in and more investment.

That is enough new for now. If you would like a hand with your digital marketing strategy for 2018, let’s talk.

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]]> https://www.bruceclay.com/blog/2018-digital-marketing-predictions/feed/ 21 The Most-Read Digital Marketing Blog Posts of 2016 https://www.bruceclay.com/blog/most-read-digital-marketing-blog-posts-seo-articles-2016/ https://www.bruceclay.com/blog/most-read-digital-marketing-blog-posts-seo-articles-2016/#comments Thu, 29 Dec 2016 18:18:37 +0000 http://www.bruceclay.com/blog/?p=41809 In 2016 we were busy bringing digital marketers answers to the toughest questions surrounding SEO, content marketing and PPC. Out of more than 100 articles, these are the top 12 most-read articles on the Bruce Clay Blog this year.

From managing SEO projects to understanding the Facebook algorithm, keeping your website fresh to disavowing links, here's the year's most popular posts for you to read up on as you head into the New Year!

The post The Most-Read Digital Marketing Blog Posts of 2016 appeared first on Bruce Clay, Inc..

]]> Hello friends! Happy New Year!

We’re looking forward to a lot of exciting new products and services to share with you in 2017, including an upgrade to our blog. The exciting commitment we’ve made — Bruce made — is more posts by him. Stay connected with weekly posts from Bruce by subscribing to the blog here.

In 2016 we were busy bringing digital marketers answers to the toughest questions surrounding SEO, content marketing and PPC. Out of more than 100 articles, these are the top 12 most-read articles on the Bruce Clay Blog this year.

From managing SEO projects to understanding the Facebook algorithm, keeping your website fresh to disavowing links, here’s the year’s most popular posts for you to read up on as you head into the New Year!

1. The Always Up-to-Date SEO Checklist

Just getting started optimizing websites? Here’s a checklist to keep on-hand to keep in-hand as you embark on an SEO project. We update this SEO list regularly so it reflects all the updates to ranking factors as they emerge.

2. What Is Google PageRank, How Is It Earned & Does It Matter in 2016?

PageRank is the score Google gives pages when determining the quality and quantity of links pointing to a web page. Find out why PageRank is a critical SEO component and how to better your PageRank.

3. 30 SEO Interview Questions You Should Be Prepared For

If you’re looking to hire an in-house SEO analyst, we want to help you find the right one. That’s because our most successful SEO consulting happens when there’s a competent SEO manager working in-house. So we compiled the questions we would ask of a prospective SEO analyst in an interview. It’s a must-read for anyone making digital marketing hiring decisions.

4. The Digital Marketing Conference Calendar

The Digital Marketing Conference Calendar is your one-stop shop for planning your digital marketing conference attendance. Discover more than 100 search engine optimization, paid search, social media and content marketing events happening around the world. This conference calendar is updated regularly, and undergoes a massive update each January. Next week, the calendar will be published anew to reflect the conferences of 2017! Subscribe to the blog to get the 2017 edition delivered straight to your inbox.

6. Keep It Fresh: Steps for Updating Your Website Content

One of the factors Google takes into consideration when determining a site’s maintenance (an important ranking factor) is how up-to-date the content is. This article explains the process of cataloging content, identifying what needs to be updated, evaluating content performance, strategizing content updates and monitoring the results post-update.

7. Advanced Search Operators for Yahoo, Bing and Google

If you’re researching a site you’re working on, investigating a competitor’s site, or trying to locate something specific online, advanced search operators can come in extremely handy. Develop ninja-like search skills with this useful guide.

8. 43 Reasons SEOs Can’t Fear Change: 2016 Digital Marketing Predictions

Digital marketing thought-leaders Bruce Clay, Eric Enge, Cindy Krum and more shared what they were anticipating for the industry in 2016. It’s interesting to look back on this January article now and see how accurate their predictions were. Next month, we’ll have a new predictions post for 2017. Subscribe to the blog to get the predictions for 2017 when we publish them next month!

9. All-In-One Mobile SEO & Design Checklist

Learn about mobile SEO and how to take your mobile user experience and mobile search rankings from good to great with this hands-on optimization checklist! We updated this post in light of Google’s change to a mobile-first index  as well as new technologies including AMP and PWAs.

10. The Complete Guide to Disavowing Links for Google and Bing

A September 2016 update of Penguin — Google’s link analysis algorithm — brought the sophistication with which Google judges links into sharp focus. It’s vital that SEOs closely evaluate every link pointing to their site to determine its quality and relevance. If the link is found wanting, it’s time to disavow. This article is your complete guide to disavowing links for Google and Bing.

11. What Is the Facebook Algorithm?

Facebook’s News Feed filtration system takes into consideration as many as 100,000 individually weighted factors to deliver the most authoritative, relevant and timely content to individuals. Learn more about these factors and how to optimize your content on Facebook to increase your organic reach.

12. 15 Social Media Manager Interview Questions

If you want to hire a social media manager but want some guidance on vetting candidates, this article will guide you through the criteria we would look for in a social media manager and the questions we would ask.

We are excited to see what 2017 has in store for digital marketers. Bruce will be a familiar face on the blog tackling critical “why does this matter?” questions to help the C-suite make strategic decisions. And we’ll continue to cover breaking SEO, PPC, content marketing and social media news, and provide in-depth, tactical guides to fuel your next digital marketing win.

To stay in-the-know, subscribe to get posts from the Bruce Clay Blog delivered straight to your inbox.

The post The Most-Read Digital Marketing Blog Posts of 2016 appeared first on Bruce Clay, Inc..

]]> https://www.bruceclay.com/blog/most-read-digital-marketing-blog-posts-seo-articles-2016/feed/ 7 Unlocking the Potential of Snapchat for Business: 15 Expert Tips https://www.bruceclay.com/blog/15-tips-how-to-use-snapchat-for-business/ https://www.bruceclay.com/blog/15-tips-how-to-use-snapchat-for-business/#comments Fri, 28 Oct 2016 17:59:08 +0000 http://www.bruceclay.com/blog/?p=41630 92% of online shoppers consider reviews in their buying decisions.

67% (two out of three) companies note that customer service in social media is gaining importance.

If your business is in business it’s because you’ve committed to a new set of marketing best practices. Marketing in the digital age is centered on being open about your professional mission, prioritizing your customers’ voices, cutting back on the sales pitches, and getting noticed for going above and beyond.

… Which brings us to Snapchat.

Snapchat is a social platform whose community rewards openness, intimacy and authenticity.

It’s the app millennials (17- to 34-year-olds) use to chat with friends and get their entertainment and lifestyle news.

Is your business courting millennials?

Here's why Snapchat is good for business and 15 tips to get you up and running on Snapchat.

The post Unlocking the Potential of Snapchat for Business: 15 Expert Tips appeared first on Bruce Clay, Inc..

]]> Marketers are faced with the challenge of meeting the high standards set by customers: authenticity, active listening, and innovation. With rules of commercial and social discourse rewritten, it’s crucial for businesses to adapt to new marketing practices. This article explores the power of Snapchat as a platform for connecting with millennials, offering expert tips to help business owners thrive in the Snapchat marketing space.

Using Snapchat

Building a Strong Following: To get started on Snapchat, focus on gaining followers. Make a promise that sets you apart from others and deliver on it. Provide exclusive deals, updates, intimacy, and fun to attract and retain followers. Promote your Snapchat account through various channels using your username and snap code.

Embracing the Snapchat Style: Snapchat has its own unique style and language. Keep your content short, fun, and designed in the Snapchat style using stickers, filters, text, and drawings. Get familiar with Snapchat’s vocabulary by exploring resources like Urban Dictionary.

Sharing Exclusive Deals: Create a sense of scarcity, urgency, and exclusivity with your deals. As Snapchat Stories no longer play automatically, entice your followers to come back by offering exclusive deals and content.

Announcing Important Updates: Use Snapchat to drive awareness and store visits by announcing sales or new products. Leverage the platform’s reach to engage your audience and generate interest.

Elevating Your Visuals: Snapchat is a powerful video platform, rivaling Facebook in daily video views. Invest time in enhancing your photography and videography skills. Focus on striking visuals, contrast, and lines to create captivating content.

Mastering Snapchat Hacks: Explore the various hacks and features of Snapchat to make your content more engaging. Switch between front and back cameras with a double tap, zoom in and out while recording videos, and use a stylus or tablet for doodling.

Storytelling with Sequences: Overcome the 10-second time limit by creating a sequence of images and videos that connect to form a story. Save these sequences to your camera roll and repurpose them on other social media platforms.

Building Intimacy: Snapchat demands intimacy like no other social media platform. Foster trust and connection by spending time with your audience, having conversations, and sharing behind-the-scenes content. Involve your followers to deepen the bond.

Running Effective Ad Campaigns: If you have a substantial budget, consider sponsored campaigns on Snapchat. Starting at $100,000, these campaigns can yield positive results, such as increased purchase intent.

Hosting Engaging Contests: Drive participation and excitement among your audience by running contests on Snapchat. Offer coupons or prizes that incentivize engagement and create buzz around your brand.

Collaborating with Influencers: Influencer takeovers on Snapchat can be highly entertaining and engaging. Find influencers who resonate with your audience and collaborate to reach a wider demographic.

Creating Custom Geofilters: Leverage the power of geofilters to enhance brand visibility during events or at specific locations. Use cost-effective on-demand geofilters to create memorable experiences for your audience.

Embracing Authenticity: Break through the noise and stand out by being real on Snapchat. Share content that reflects your brand’s personality and values. Differentiate yourself by going against the norm and providing unique perspectives.

Gamifying Engagement: Snapchat incorporates a scoring system based on user interactions. Focus on building engagement and earn points by interacting with your audience. Use engagement metrics, such as unique views, story completions, and screenshots, to measure success.

Avoiding Third-Party Apps: Steer clear of third-party apps that offer shortcuts for posting content on Snapchat. These apps may violate the platform’s terms of service and result in temporary lockouts.

With a way to connect with millennials and their growing spending power, Snapchat is crucial if you’re going after a younger audience. By following the strategies we’ve outlined, your brand will build a strong Snapchat presence.

And don’t forget to embrace authenticity, innovation, and compelling storytelling to make a lasting impact on Snapchat and beyond.

Ready to unlock Snapchat’s potential and captivate millennials? Dive into these expert strategies now to elevate your brand’s presence and connect authentically in the ever-evolving world of Snapchat marketing. Contact us.

FAQ: How can I unlock the potential of Snapchat for my business and connect with millennials effectively?

Leveraging social media platforms is crucial for connecting with diverse audiences. If you’re wondering, “How can I unlock the potential of Snapchat for my business and connect with millennials effectively?” you’re not alone. Let’s delve into this inquiry with the expertise needed to navigate the vibrant world of Snapchat and successfully engage with the millennial demographic.

Understanding the Snapchat Landscape

To start, comprehend the unique features Snapchat offers. With its ephemeral nature, Stories, and interactive lenses, Snapchat provides a creative space for businesses to showcase their personality. Millennials, known for their appreciation of authenticity, are drawn to engaging and visually appealing content.

Crafting Authentic Stories

Millennials value authenticity. Craft your brand narrative through Snapchat Stories that resonate with your audience. Share behind-the-scenes glimpses, highlight company culture, and, most importantly, keep it real. Authenticity builds trust and creates a connection that transcends a mere transactional relationship.

Utilizing Interactive Features

Snapchat’s interactive features like lenses and filters can elevate your brand’s engagement. Create branded filters that users can apply to their snaps, turning them into brand ambassadors. Encourage user participation through interactive elements, fostering community around your brand.

Strategic Content Planning

Develop a content strategy tailored to Snapchat’s short-form, visual nature. Keep content relevant, entertaining, and aligned with your brand identity. Use a mix of product showcases, user testimonials, and interactive polls to maintain a diverse and engaging content calendar.

Leveraging Snapchat Ads

Snapchat offers targeted advertising options that can boost your visibility among millennials. Utilize the platform’s advertising tools to create visually striking ads that align with your brand message. Target your audience based on demographics, interests, and behaviors to maximize the impact of your campaigns.

Step-by-Step Guide: Unlocking Snapchat’s Business Potential

  1. Create a Snapchat Business Account: If you haven’t already, set up a dedicated business account on Snapchat.
  2. Define Your Audience: Identify your target demographic among millennials to tailor your content effectively.
  3. Explore Snapchat Features: Familiarize yourself with Snapchat’s features, including Stories, filters, and lenses.
  4. Craft Authentic Content: Develop a content strategy that reflects your brand’s authenticity and resonates with millennials.
  5. Utilize Interactive Elements: Experiment with interactive features like filters and lenses to boost user engagement.
  6. Plan a Content Calendar: Outline a consistent posting schedule and plan diverse content to keep your audience engaged.
  7. Create Branded Filters: Design and deploy branded filters to encourage user-generated content.
  8. Encourage User Participation: Foster a sense of community by encouraging users to share their experiences with your brand.
  9. Explore Snapchat Advertising: Delve into Snapchat’s advertising tools to target your ads effectively.
  10. Optimize Ad Creatives: Design visually appealing ads that align with your brand and resonate with your target audience.
  11. Set Advertising Budgets: Allocate budgets strategically to maximize the impact of your Snapchat advertising campaigns.
  12. Monitor Analytics: Regularly analyze Snapchat analytics to assess the performance of your content and ads.
  13. Adjust Strategies: Based on analytics, refine your content and advertising strategies to optimize results.
  14. Engage with Followers: Respond to comments, messages, and user-generated content to build a sense of community.
  15. Collaborate with Influencers: Identify and collaborate with Snapchat influencers to extend your brand reach.
  16. Stay Updated on Trends: Keep abreast of Snapchat trends and adapt your strategies to stay relevant.
  17. Measure ROI: Evaluate the return on investment for your Snapchat efforts to ensure they align with business goals.
  18. Adapt and Evolve: In the dynamic social media landscape, be flexible and adapt your strategies as needed.
  19. Collect User Feedback: Solicit feedback from your Snapchat audience to continually refine your approach.
  20. Celebrate Milestones: Acknowledge and celebrate milestones with your Snapchat community to strengthen brand loyalty.

Mastering Snapchat for Business Success

Unlocking the potential of Snapchat for your business and effectively connecting with millennials requires a strategic and authentic approach. You can cultivate a meaningful presence on Snapchat by understanding the platform, creating engaging content, utilizing interactive features, and leveraging advertising tools. Embrace the dynamic nature of this social media giant, and watch your brand resonate with the ever-discerning millennial audience.

This article was updated on December 11, 2023.

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]]> https://www.bruceclay.com/blog/15-tips-how-to-use-snapchat-for-business/feed/ 18 What Is the Facebook Algorithm? https://www.bruceclay.com/blog/facebook-algorithm/ https://www.bruceclay.com/blog/facebook-algorithm/#comments Thu, 15 Sep 2016 21:06:59 +0000 http://www.bruceclay.com/blog/?p=27926 The Facebook algorithm takes into consideration engagement, relevance, timeliness, and thousands of other factors in an effort to populate a user’s News Feed with more of the stuff they want to see, as inferred by Facebook.

Unlike sites where everything you post automatically appears on the timeline of every person who follows you, Facebook uses an algorithm to dictate what content shows up in an individual’s News Feed.

In a sentence, the Facebook algorithm weighs factors to determine on a post-by-post basis whether a post is qualified to pass into an individual’s News Feed. For more on the Facebook algorithm and how to get maximum reach for your posts organically, read What is the Facebook Algorithm?

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]]> Updated as of 2/27/2017.

Facebook headquarters sign on Hacker Way
Photo credit: Facebook Newsroom

The Facebook algorithm takes into consideration engagement, relevance, timeliness, and thousands of other factors in an effort to populate people’s News Feeds with more of the stuff they want to see, as inferred by Facebook.

Unlike sites where everything you post automatically shows up for every person who follows you, Facebook uses an algorithm to dictate what content appears in an individual’s News Feed. In Facebook’s official words, “The goal of News Feed is to show you the stories that matter most to you. To do this, we use ranking to order stories based on how interesting we believe they are to you.”[1]

In a sentence, the Facebook algorithm weighs factors to determine on a post-by-post basis whether a post is qualified to pass into an individual’s News Feed. And given Facebook’s impressive stats (1.71 billion monthly active users at last count[2]), it’s worth finding out how to extend your content’s reach organically on this platform.

What’s in the Facebook Algorithm?

Facebook calculates the authority and importance of Facebook Pages based on several factors — the most prominent of which is social interactions. The social site rewards engagement, so the algorithm considers the ratio of engagements to total number of followers.

The number of people “liking” your Page isn’t the main criterion. Content creators having real interactions with people, even if the audience size is smaller, carries more weight in the algorithm than an account with thousands of mute (and possibly fake) followers.

But that’s on the Page level. Individual posts have ranking factors, too.

The engagement cues that count in the algo include likes, clicks, comments and shares. But the social network also looks at the length of time spent viewing a post in the News Feed as an indicator of content people want to see more of.[3] The lesson here isn’t surprising — quality counts.

The News Feed filtration system — once called EdgeRank but now simply referred to broadly as the Facebook algorithm — takes into consideration as many as 100,000 individually weighted factors to deliver the most authoritative, relevant, and timely content to individuals.[4]

Sheldon explaining algorithm
Sheldon explains the friendship algorithm on The Big Bang Theory. His algorithm has more to do with real, in-person friendship and less to do with news feeds, but you get the idea.

Of those 100,000 considerations, the three original EdgeRank factors — Affinity, Weight, and Time Decay — are still relevant and prominent ranking factors. In other words, EdgeRank hasn’t gone away. Its principles have simply been folded into a much larger, more advanced contemporary Facebook algorithm.

4 Factors the Facebook Algorithm Takes into Consideration

The goal of News Feed quotedFacebook keeps adjusting its algorithm. It’s not just trying to find the right balance of ads and content, but also the right mix of shares from various sources.

  1. Interaction a post is generating: Not just how much, but also what type — liking, commenting, clicking, sharing, or time spent viewing. Each of the interactions has its own weight depending on the amount of effort it takes to perform.
  2. Who made the interaction: How directly connected is the user to the poster? It’s based on manual friendship designations, the user’s preferences, closeness inferred by interaction, and other factors.
  3. When the post was made: Time decay happens because the News Feed rewards freshness.
  4. Post popularity: If a post is losing the freshness edge because of time decay, but lots of people are still actively commenting on or sharing it, the engagement can trigger a bump that expands the post reach.

UPDATE 2/27/2017: Facebook announced today that it is “updating News Feed to weigh reactions [haha, wow, love, sad, angry] a little more than Likes” to help determine what an individual user is most interested in seeing.[5]

Also see 4 Ways to Optimize Your Facebook Presence.

4 More Factors Brand Pages Need to Know to Increase Organic Reach

Social sharing is a critical part of content marketing. But Facebook isn’t going to appreciate a business Page using Facebook just to promote its own content. Short of boosting posts with actual money, here are a few tips to help you keep your posts circulating through the network.

  1. Don’t use click-bait: Facebook’s algorithm weeds out click-bait headlines, the kind that give little information about what the person will find if they click through.[6] So make sure to put enough description in your headlines.
  2. Link the right way: Facebook favors links shared as link posts. The algo frowns on image and status posts containing a link in the text.[6] You’ll get even more reach if you leave off the link altogether! Sharing in a variety of formats is best, with and without links. With our own Facebook Page (see here), we get 10X more organic reach on posts without a link — probably because Facebook likes keeping people on its own site.
  3. Mobile site load time must be fast: To improve the mobile UX, Facebook announced that “website performance and a person’s network connection” are considered when delivering promoted (paid) posts.[7] We can assume that how fast a page opens for a mobile user can affect the reach of organic link posts, as well. (Tip: Publishers can make sure their content loads fast using Facebook Instant Articles.)
  4. Go for engagement: The social network’s tips for effective posts include: keep it short; use big, beautiful images; and respond to people’s comments quickly.[8]

Also see 4 Ways to Optimize Your Facebook Page for Search.

Want to boost your social media engagement? Our social media services may be the answer!

Sources:

  1. http://newsroom.fb.com/news/2015/07/updated-controls-for-news-feed/
  2. http://newsroom.fb.com/company-info/
  3. https://newsroom.fb.com/news/2016/04/news-feed-fyi-more-articles-you-want-to-spend-time-viewing/
  4. http://marketingland.com/edgerank-is-dead-facebooks-news-feed-algorithm-now-has-close-to-100k-weight-factors-55908
  5. http://mashable.com/2017/02/27/facebook-reactions-news-feed/
  6. http://newsroom.fb.com/news/2014/08/news-feed-fyi-click-baiting/
  7. https://www.facebook.com/business/news/improving-mobile-site-performance
  8. https://www.facebook.com/business/learn/facebook-page-effective-posts

Editor’s Note: This is an update of an article originally posted by Chelsea Adams on Sept. 30, 2013.

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]]> https://www.bruceclay.com/blog/facebook-algorithm/feed/ 22 Is Your Company Ready to Invest in Social Media Tools? Which Factors Should You Consider? https://www.bruceclay.com/blog/choosing-social-media-tools/ https://www.bruceclay.com/blog/choosing-social-media-tools/#comments Thu, 04 Aug 2016 12:30:20 +0000 http://www.bruceclay.com/blog/?p=41188 Is your company ready to invest in social media tools? Do you want something that monitors fans, followers, shares, mentions and more across every social network, tracked over time? Could you use a platform that tracks clicks to a site and conversion events?

Last year, that was the situation we found ourselves in — looking for social media software that could help us better track our key metrics. But with so many social media marketing tools out there, I was given the task of researching the marketplace. After doing myriad trials with companies including Sprout Social, Quintly, Simply Measured, Datapine and Nuvi, I want to share my research with other brands, businesses and agencies so that you're ahead of the game when you start looking for the social media tools that are right for your company.

Click through for a comparison of social media tools in Ready to Invest in Social Media Tools?

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]]> As your company grows and your social media activity expands, you’ll find that your business needs social media tools to keep up with your social media management.

Of course, you’ll want to find the right social media software that aligns with your needs and goals. In this article, I will explore the factors to consider when choosing social media tools so that your social media marketing strategy has the power it deserves.

What to Look for When Choosing Social Media Tools

As you search for the right social media tool, here are seven factors to consider:

1. Cost and Features

The price range of a social media tool can vary from $50 to $1,600 per month.

Lower-priced options usually offer basic features like follower growth tracking and reporting. On the other hand, higher-priced tools provide advanced features like social listening reports, competitive analysis, hashtag tracking, and more.

(Some tools even offer free versions that give you basic functionality.)

Consider your budget and the specific features you require to make a cost-effective choice for your business.

2. Contracts

Most social media software providers require a year-long contract. However, some options like Sprout Social and Quintly offer month-to-month payment plans, providing flexibility for your business.

Be sure to carefully review the contract before signing so that you know what you’re signing up for.

3. Google Analytics Integration

You’ll want to see if your social media marketing strategy is actually bringing in traffic, so you may want to consider a tool with integrated Google Analytics.

Some social media tools generate reports similar to Google Analytics’ Social Referrer Report. Evaluate whether separate data platforms are acceptable for your reporting needs or if integration with Google Analytics is necessary for your business.

4. Supported Social Networks

Social media marketing is not a one-size-fits-all, so decide which social networks your target audience spends time on.

While platforms like X (formerly Twitter) and Facebook are typically included, some tools offer additional integrations with platforms such as Instagram, LinkedIn, Pinterest, TikTok, and more.

5. User Access

Different social media software packages allow varying numbers of user logins.

Assess the size of your team and the number of individuals who require access to the software. Ensure that the chosen tool offers adequate user access to facilitate efficient collaboration and management.

6. Access to Historical Data

Historical data can help you identify which messages and strategies resonate with your audience. However, not all tools provide access to data that existed before you started using the software.

Nuvi is an exception, offering historical data for X (formerly Twitter).

7. White Labeling

White labeling allows you to customize the software’s branding to match your company’s identity. This provides a seamless integration of the software into your overall brand experience.

While lower-priced accounts often lack this feature, higher-priced options like Nuvi offer white labeling at an additional cost.

Consider whether white labeling is essential for maintaining a consistent brand image across social media management tools.

Now that we’ve covered the key considerations let’s take a closer look at some popular social media software options and their associated features and costs.

Comparison of Social Media Software Options

  • Nuvi: Nuvi offers packages priced at $600, $900, and $1600 per month. Their social media software provides advanced features, including comprehensive social listening reports with advanced sentiment analysis, competitor analysis, customizable threshold alerts, and content management capabilities. It supports multiple social networks, allowing you to monitor and analyze data across various platforms. Additionally, Nuvi offers white labeling at an extra cost for seamless branding integration.
  • Sprout Social: Sprout Social offers a range of plans starting from $59 to $500 per month. The lower-priced plans provide basic features such as follower growth tracking and mentions. As you move up to the higher-priced plans, you gain access to advanced reports, Google Analytics integration, white labeling, and a message approval workflow. Sprout Social supports Twitter, Facebook, Instagram, LinkedIn, and Pinterest, ensuring comprehensive coverage of major social networks.
  • Quintly: Quintly provides packages priced at $129, $299, and $479 per month. While Quintly may not offer Google Analytics integration or content management features, it does support white labeling. If having control over your software’s branding is a priority, Quintly may be a suitable option to consider.
  • DataPine: DataPine offers packages priced at €219, €399, €699, and €799 per month. Their software includes features such as Google Analytics integration and white labeling. However, it does not provide content management capabilities. Evaluate your specific requirements to determine if DataPine aligns with your business needs.

To get the most out of your social media marketing, it’s obvious you need a tool. Be sure to analyze your target audience and what has worked in the past to identify which tool you need.

There are many options, and most offer free trials, so be sure to try out a few before choosing the tool that will supercharge your social media marketing strategy.

What’s your preferred social media software? Share your thoughts in the comments.

FAQ: What are the key factors to consider when choosing social media management tools?

Businesses and individuals must select an ideal social media management tool based on their goals and resources. Our guide explores key considerations to aid this decision-making process.

  1. Purpose and Goals:

Begin by defining your social media objectives. Are you looking to increase brand awareness, engage with your audience, or analyze data? Your goals will dictate which features and functionalities you need in a management tool.

  1. Platform Compatibility:

Consider which social media platforms you intend to utilize. Ensure the tool you choose supports the most relevant platforms to your target audience.

  1. User-Friendliness:

User interface and ease of use are crucial. Opt for a tool that your team can navigate comfortably, as this will impact efficiency and productivity.

  1. Features and Integration:

Evaluate the tool’s features. Does it offer scheduling, analytics, and monitoring capabilities? Furthermore, check if it can integrate with your existing systems, such as customer relationship management (CRM) software.

  1. Cost and Scalability:

Determine your budget and select a tool that aligns with it. Additionally, consider scalability – can the tool accommodate your future growth without significant cost increases?

  1. Analytics and Reporting:

Comprehensive analytics and reporting are vital for measuring the effectiveness of your social media efforts. Choose a tool that provides in-depth insights and customizable reports.

  1. Customer Support and Training:

Assess the quality of customer support and training the tool’s provider offers. A responsive support team and accessible training resources can save valuable time when troubleshooting issues.

  1. Security and Compliance:

Ensure the tool complies with data privacy regulations and offers robust security features to protect your social media accounts and data.

  1. Reputation and Reviews:

Read user reviews and seek recommendations from peers in your industry. A tool’s reputation can provide valuable insights into its reliability and performance.

  1. Trial Period:

Choose tools with free trials whenever possible to see if they suit you before making the commitment to subscription services.

Selecting social media tools that meet your goals and circumstances is paramount to improve social media strategy and productivity. When selecting an application, it should help enhance both.

Step-by-Step Procedure for Selecting Social Media Management Tools:

  1. Clearly define your social media objectives and goals.
  2. Select your social media platforms.
  3. Prioritize UX design and make sure everything is user-friendly.
  4. List the essential features and integrations required for your social media management.
  5. Determine your budget and consider scalability.
  6. Prioritize tools that offer robust analytics and reporting capabilities.
  7. Investigate the quality of customer support and available training resources.
  8. Ensure the tool complies with security and privacy regulations.
  9. Research the tool’s reputation through user reviews and industry recommendations.
  10. Take advantage of trial periods to test the tool’s suitability whenever possible.

Following these steps will enable you to evaluate and select social media management software that best fulfills your objectives and needs.

This article was updated on September 13, 2023.

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]]> https://www.bruceclay.com/blog/choosing-social-media-tools/feed/ 20 Set Your Traffic on Fire: Latest Ways to Amplify SEO, Including Employee Advocacy – #SMX https://www.bruceclay.com/blog/amplify-seo-employee-advocacy/ https://www.bruceclay.com/blog/amplify-seo-employee-advocacy/#comments Thu, 23 Jun 2016 19:40:31 +0000 http://www.bruceclay.com/blog/?p=40997 How can search and social marketing teams work together to make both their efforts more effective? You can use social media as a distribution network for content, but realize that today, organic social traffic is not guaranteed. In the session “SEO & Social: Let’s Dance!” at SMX Advanced, speakers Jason White, Maggic Malek and Travis Wright will share the latest ways marketers can leverage the social world to help advance SEO, build brand awareness, and engage with prospects. From employee advocacy to remarketing ads, there are many options in the overlap between search and social.

Read more of Set Your Traffic on Fire: Latest Ways to Amplify SEO, Including Employee Advocacy.

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]]> How can search and social marketing teams work together to make both their efforts more effective? You can use social media as a distribution network for content, but realize that today, organic social traffic is not guaranteed.

SMX panelists for Search & Social session
(l. to r.) Speakers Travis Wright, Jason White and Maggie Malek, with Chris Sherman, moderator

In the session “SEO & Social: Let’s Dance!” at SMX Advanced, speakers Jason White, Maggic Malek and Travis Wright will share the latest ways marketers can leverage the social world to help advance SEO, build brand awareness, and engage with prospects. From employee advocacy to remarketing ads, there are many options in the overlap between search and social.

Establishing an Employee Advocacy Program: Jason White

Jason White (@sonray), VP SEO & SMM for DragonSearch, starts to talk about distribution networks. Social media is a fascinating distribution network. As an industry, a lot has been written about the declining reach of organic. If you’re a small brand building an audience, it can be a really frustrating, slow process to see that your social media posts don’t get seen by many people naturally.

Employee Advocacy

Employee brand advocacy (which White thinks is a silly name) describes the process in which brands get bigger reach through their employees’ social profiles. When the concept first was introduced to Jason, he found it creepy — but he can’t deny that it works. It works because it has greater reach than that of the brand in some cases. The influence that employees can gain for a brand can’t be ignored.

There are two main aspects to establishing an employee advocacy program. First, there’s the networks they’re on. Then there’s the mechanical aspect — what are you looking to deliver through their networks?

Optimize as much as you possibly can and find the wins. White says not to look just at social, but get these employee advocates to be blog authors. Their names matter. Build them up. A lot of people only look at employee amplification and leave it at that, but if you’re looking full funnel you see email, chat, forums, and other places where you can leverage that employee’s voice.

Available Tools for Employee Advocacy

  • SocialChorus
  • EveryoneSocial
  • Hootsuite Amplify
  • Dynamic Signal
  • GaggleAMP
  • Bambu Sociabble

Cultural Considerations

Some companies are collaborative, some are creative, some are competitive — and some are controlling. In a controlling environment, your employee advocacy strategy might be a little bit different. But it can still work.

Establish Goals (the first step of any program)

  • Extend reach
  • Build followers
  • Drive traffic to the site
  • Drive more leads
  • Reach new or existing demographics
  • Retain current clients vs. find new clients
  • Testing
  • Branding
  • Improve brand sentiment

Important to Keep in Mind

Employees are brands in and of themselves. They should have the freedom to share and not share as they think fits their image/reputation. Not all messages should be shared by all participants, and that’s okay.

[Editor’s note: Companies also need to be sure that employees disclose their relationship when endorsing products/services. See the FTC’s endorsement guidelines for details.]

Timeline

Month 1: Get comfortable. Form a weak baseline.

Month 2: Require tweaks to the process and get deeper insights to form a stronger baseline.

Month 3: Hit your stride.

Gamify

People feed off competition. The prize doesn’t have to be crazy. People feed off competition. The reward could be a gift card or a half day off or anything. If the program is dying, a reward can get things going again.

Conversions that Change Hearts and Minds: Maggie Malek

Maggie Malek (@MagsMac), head of social media at The MMI Agency, says there’s a new consumer landscape — search and social can no longer be separate. Things have changed in the past four years:

  • Written content is now graphic content.
  • Social traffic is not guaranteed.
  • Social engagement is a different ball game.
  • Brands have to pay to play.

Identify moments that matter. “I believe that everything is better if you lead with the head and follow with the heart,” says Malek. The head is search and the heart is social. Both have to be constantly talking to each other and exchanging data.

  • Start with data.
  • Create conversations.
  • Ignite data.

You must understand yourself as a brand and know exactly who you are conversing with. Define your spirit and stand for that spirit in every aspect of search and social.

Lead with the Head

What are people searching for in the privacy of their own Google search box?

What questions are they asking?

What trends are you seeing?

But Google isn’t the only place people are searching:

  • Facebook open graphs
  • YouTube organic search
  • Amazon products and reviews
  • Twitter search
  • Instagram hashtags
  • And on and on …

Let the Heart Provide Context

  • What are people saying about your product to their friends?
  • How are they interacting with your competitors?
  • What customer service issues are they having?
  • What content is getting the most engagement?

Metrics for Awareness vs. Conversion

Some metrics measure awareness: Reach/impressions, engagement, mentions, clicks/CTR, site traffic, brand awareness and sentiment.

Other metrics measure conversions, or reaching goals you’ve set, such as: leads, checkouts, conversion rate, average order value, cart abandonment rate, customer retention rate and customer LTV (lifetime value).

Pick Your Channels

Social media channels diagram
Social media channels to choose from (click to enlarge)

Success looks different for every brand. What metrics will you be looking at?

Three Types of Content

Hero: Large-scale tent-pole events or “go big” moments designed to raise broad awareness.

Hub: Regularly scheduled “push” content designed for your prime prospect.

Hygiene: Always-on “pull” content designed for your core target.

Plan for Unbridled Success

  1. Hire the most amazing writers as brand ambassadors. We as people don’t like to read crappy content.
  2. Assign a dedicated team. There’s a lot going on in search and social, and it’s really, really hard to do both.
  3. Identify collaborators on each team. Establish a cadence to data share.

Malek has a publication checklist you can check out here: mmiagency.com/smxadvanced (PDF)

Takeaways

  • Know your brand voice.
  • Chart your course with data, but let your heart lead the way.
  • Rally around content that represents who you are.
  • Develop a relationship on social media that allows you to glean even MORE data from your consumers to personalize their experience.
  • Convert social sensations into content opportunities.

Enhance Your Marketing Strategy: Travis Wright

Travis Wright (@teedubya), chief marketing technologist for CCP Global, is up. He’s talking fast about the overlap of social with both organic search and paid search. He has a lot of slides to share!

Search and social is all about content. We have to create epic content. Content can be great, but it’s useless if no one hears it.

Diversify Your Content Types

Analyze your content via BuzzSumo.

Figure out who shared your content. Then make a Twitter ad campaign to target those people.

Use Remarketing Campaigns

After people visit your site, you want to track your prospect. When the prospect leaves, your ad will show up on another site. Use pixels.

Wright says organic reach is over. Marketers need to be prepared to use paid reinforcements.

If you do any type of email marketing, combine it with Facebook ads — email openers are now 22% more likely to purchase. When ads show up in multiple places, they think you’re huge. #Retargeting

Also watch my pre-SMX interview with Jason White and Maggie Malek for more insights on the opportunities between search and social.

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