social media optimization Archives - Bruce Clay, Inc. https://www.bruceclay.com/blog/tag/social-media-optimization/ 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 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..

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