How do you ensure your content looks great both in the SERPs + when shared on social networks
— Jennifer Sable Lopez (@jennita) August 28, 2014
@8keith SERP’s & Social can be a challenge – keywords vs great headings.
@jesephm Luckily when talking WordPress @yoast’s plugin allows simple customization of meta/og/card tags – So that’s where I live.
@8keith @Yoast is to #SEO what HomeDepot is the the home renovator. #Access #Strategy #easy
@jennyhalasz I love @Yoast, but I think a lot of people still implement it incorrectly
@8keith Jenny, so true, this is where you & all great coaches come in! @Yoast provides PRO training & plenty of YouTube vids avail.
@BradyDCallahan Can you make sure content looks good in SERPs now? Post-rich snippet reduction? Social: twitter cards + open graph.
@jennita you can get the right title, description, internal links, etc!
@BradyDCallahan Yes! For sure, I was thinking of visuals. Yes, absolutely: title, descriptions, sitelinks, authorship, all important.
@paulaspeak SERP result isn’t as snazzy w/o rich snippets, for sure! Back to basics w/ Title & Description using search keyword
@strydedotcom We optimize for SERPs first, then pay attention on each network it’s shared. We also brainstorm extensively on how to integrate keywords into creative headlines.
@HortenseSoulier Structured data! Twitter cards, Open Graph & Schema are a must for enhanced results in SERPs and social sharing. Of course also pay attention to titles, description & images (having the right size is important, especially on Google+).
@BruceClayInc Use open graph tags to dictate the photo and snippet that will be seen via social sharing.
@jesephm We altered our feature image dimensions for optimal display on social. When applicable though, we upload custom image on share.
@ramirez_robert Writing custom OG tags can be helpful. The message on displayed SERPs and socail shares can (and should) be unique.
@strydedotcom Rarely. Social shares get very specialized depending on the platform.
@jennita Hmm if you use OG and twitter cards, you’re pretty well covered. You can TOTALLY customize!
@PearlyWrites Create site content targeting visitors.On social, make sure the wording / visual (social content) is speaking to your community. For site content, a strategy should be created targeting the buyer persona(s) through validation & research. In social, same content can be promoted to target your community,depending on the network & past research of what engages.
@gregdixson Titles & Meta descriptions are key for SERP visibility then correct markup for Social.
@jennyhalasz I think making additional tweetable snippets is a good idea too.
@jesephm easily sharable but also easy on the eyes for readers. It’s a win-win
@lisabuyer It’s why #PR + #Social + #SEO is so yummy together!
@semxer For SERPs, we take care of meta, title so it looks good … for #socialmedia, we make use of snippets like twitter card.
@BRIMagency Optimizing content for SERPS + #socialmedia all starts with proper keyword research. Start w/ good keywords & meta-data!
@AuthorityLabs You have to care about both. Shares bring immediate traffic & help w/branding. The SERPs bring long-term traffic.
How do you measure the *value* of the SERP vs. the share? Do you even care about both?
@jesephm the SERP has long term value in sustained traffic. The share is more personal, increases exposure and well, we know who did it. A combination of @sproutsocial @buzzsumo and Twitter Analytics
@8keith Love @sproutsocial .. Love @Buzzsumo .. I recommend both
@HortenseSoulier SERP value is more about bringing targeted traffic while social shares are for brand exposure and expanding your reach.
@jennyhalasz SERP is mass audience, Social is targeted.
@jennita haha so which is it ladies? I think they’re more similar than you think.
— Jennifer Sable Lopez (@jennita) August 28, 2014
@jennyhalasz LOL, I guess we’re both right.
@lisabuyer Hilarious – when done right both bring targeted traffic.
@FogelRivka It also depends on your client KPIs. Bottom line for your business, too, after all.
@HortenseSoulier Haha, still going with mine. SERPs bring traffic from specific queries you rank for – more targeted.
@jennyhalasz Yeah, but I argue that social is a more targeted user base. People chose to follow you.
@jennita not only your followers see your tweets or your content
@jennyhalasz Well your follower sees your content. and then they RT and their followers see it, and so on and on.
@jennita exactly, which expands your exposure.
@HortenseSoulier Exactly with new Twitter tests you can see tweets from people your friends follow for example, same with G+.
@KristiKellogg As for social sharing, that is also a key metric — a lot of shares means you’re writing what your audience WANTS to see.
@FogelRivka not necessarily. if users are interested in oem but all they see is editorial in the first slots, then they scroll. And that makes all the difference.
@veratusk I measure the SERP in relation to $ made vs measure share by lifetime/loyal customers.
@BradyDCallahan Traffic! Even better: conversions!
@8keith Yes, SERP is priority but then Social Snippets use fun catchy headings, keywords if possible.
@BruceClayInc Both are very important. Don’t think SEO VS Social; they’re sides of the same coin. The best Internet marketing is holistic.
@PearlyWrites Measuring SERP vs share opens doors to what content works best in search vs social. Offers new ideas that may have not been thought of otherwise for content, chats, contests, quarterly surveys, etc.
@_WordMistress There’s a lot of talk about which metrics to measure but what do you tell the small business owner with an already full plate?
@FogelRivka Always sales, and direct line from traffic to sales through some correlation slides.
@jesephm metrics can be time consuming but they can save time and money in the long run if interpreted properly
@paulaspeak Truth. SMBs can be overwhelmed! They have more direct access to customers to ask what brought them, though!
@_WordMistress That’s a great point. It’s important to make that connection with customers; helps you determine future campaigns.
@gregdixson SEO’s value the SERP more, that said without the Social shares, results are going to be limited. You can quickly test & get a feel for what will resonate on Social, that can then feed into your SEO strategy.
Who does a great job w/ social sharing title & description different than the title tag & meta description?
@jennyhalasz In my circles, @stonetemple and @AndyBeal do a great job of this.
@jennita Huffington Post does this well sometimes, and I know Disney does as well.
@KristiKellogg Unfortunately, I’m not in the habit of comparing other companies’ social descriptions vs. their meta descriptions. Really, though, no one should be relying on JUST descriptions when sharing socially — the shares should be tailored to each individual platform and offer more than a description. In that vein, @MarkTraphagen, @PaulaSpeak and @BruceClayInc are particularly savvy at Google+ sharing – they add value.
@jennyhalasz That’s a great point. Part of what I dont’ like about automated apps. I share differently depending on the channel. Twitter vs. Linkedin for ex… very different.
@jennita it’s Twitter cards vs OG tags – you can make them different and focused
@jesephm FB and Twitter shouldn’t be linked for marketing uses. They’re completely different.
@noeticsound I like to write my share text, not use the autopopulation, still think pubs should suggest something.
@jennita Often times companies use this as a way to change the social title to be more click-baity.
@KristiKellogg I typically ignore “click-bait” titles — I’m imm. turned off by them, which is apparently the norm in light of FB’s statement.
@semxer Have seen Niel Patel coming up with some great titles.
@8keith Click-Baiting is an Integrity Issue .. if you, your biz, brand is integrous you won’t do it nor recommend it.
@FogelRivka Unless your business is about click-bait and people are reading you for it. e.g., buzzfeed, upworthy.
@8keith Excellent Point – but then by definition, clicking on the link wasn’t baiting me, right?
@FogelRivka It’s only baiting if title doesn’t reflect content. A dramatic title might just be a better title. It gets you to click
@HortenseSoulier If you’re a major publisher full customization for each social platform can become extremely time consuming though.
@KeriMorgret I don’t like the way HuffPo changes the titles so much for sharing, however.
@jennyhalasz Yeah, I’m turned off if the title in social doesn’t match the content.
@jennita but is that because we’re SEOs I wonder?
@jennyhalasz Maybe, but it feels more personal than that. I’m offended the pub wasted my time.
@8keith I feel its ok so long as the titles are in line with the content I’m about to read.
@AuthorityLabs Sad thing is clients don’t seem to get that snazzy titles that bring lots of non-quality traffic are not the best thing.
@jennita so how do you help them understand?
@AuthorityLabs Explain & explain. Lots of traffic doesn’t equal an ROI. Too many people are focused on big traffic numbers. Education is important.
@8keith lower bounce rate by … um .. more dramatic titles in the “Related Content” section .. haha!
@AuthorityLabs Shocked that at this point in our industry businesses are still focused on traffic only.
@jennita luckily not all businesses.
@AuthorityLabs Yes, thankful for that. Don’t follow the Buzzfeeds of the world!
@jennita Sometimes they actually have good content! It’s rare, but it does happen
@BRIMagency Social title/descrip. are proven to have better CTR when posed as a question, or if they involve a number (Ex: “5 Ways To…”)
@8keith What I coach: I prefer someone LIKE my FB page after reading an engaging piece of content – not a fake like by just asking.
@jennita yea yea I’m glad FB did away with that like before reading junk
@noeticsound yeah, fake likes are the result of social metrics as a goal, not as a means to a deeper relationship.
@PearlyWrites Using an interesting point from the content to post on social (depending on network) I find works if it’s actually in the piece.
With FB using engagement to crack down on click-bait headlines, will Google take a similar approach to SERPs?
@jesephm With some of the technical aspects behind the change I wouldn’t be surprised if Google is already weighing bounce/time on page.
@jennyhalasz I’m inclined to say no. Unless you mean Google News SERPs?
@ramirez_robert Google already is using user engagement to judge the value of content. Low dwell time is like bamboo to Panda.
@KeriMorgret I think Google already has, to a degree. They change title tags to match query.
@noeticsound i think it’s facebook taking a google-like approach.
@HortenseSoulier They are already doing it – Semantic search means better understanding and ability to see discrepancies between titles/content
@jennita Q4 addition: Google is always measuring quality right? Will they use bounce rate as a sign of engagement?
@8keith but a bounce isn’t always a bad.. If the article is read – mission accomplished, right? When I look at my bounces and see 60-90 avg time on page, I know we’re good.
@jennita for sure, it’s in addition to time on site
@semxer bounce rate is little tricky, as it can vary from site to site. different for blog and different for service website.
@Ozaemotion No, Google is not considering a analytics data.
@jennyhalasz I believe they already have been using “bounce-back” as a metric for some time. Before we get too crazy here, there’s a diff between bounce rate and bounce back. Bounce rate comes from GA – private data.
@Ozaemotion I don’t think so because Google is now becoming knowledge engine rather than saying search engine.
@strydedotcom There’s a key difference in the method of interaction with content via SERPs and FB that changes priorities.
@gregdixson Google’s goals are different from facebook. They serve up the results of a search query, whereas FB is to keep users on. That said there must be some big bounce on clickbaity content, so Google may start to discount that in rankings sure.
@jennita hmm you don’t think Google wants to keep you on google?
@gregdixson Of course, but what’s the alternative? Bing haha. seriously though FB needs to maintain stickiness so a clean newsfeed.
@FogelRivka Knowledge Graph. You could keep clicking around KG links in the research phase and never leave.
@ramirez_robert Google’s goal is to give the best SERP possible. They want you to keep using Google. Not stay on the SERP.
@gregdixson Agreed, so they also look to clean the SERPs of clickbait. Just not sure how they’d factor into the algo.
@paulaspeak FB created the click-bait problem in the first place. There’s a great analysis by @EliFennell.
@TurbanSEO Google I think are a step ahead in this arena for click bait, all they have to do is test it and make it vigorous in algo.
@BigRyanPark Though I hate blatant click bait, where is the line drawn between drama and bait?
@jennita that’s a great question. I don’t mind a dramatic title if the content is good!!
@FogelRivka Dramatic titles get click-through (often immediate goal), though of course you’d build toward low bounce rate.
@jennyhalasz here’s the thing though. Most of the time those clickbaity titles get you stuck in an endless loop of “you may also like”.
@KeriMorgret A lot of times, I open a link from FB in an incognito window to minimize tracking/retargeting. Might mess with their metrics.
@jennita If you see a click-bait/dramatic title on social, you click on it, & it has amazing content that you’d expect, is that ok?
@KristiKellogg Yes — but that seems to be the exception, not the rule
@strydedotcom Yes. I think the underlying definition of click-bait is a catchy title with ZERO substance.
@jennyhalasz it’s ok, but inside I’m annoyed with myself for following it.
@DigitalD_ click bait is click bait. What is ideal and expected for one user is complete nonsense for someone else.
@gregdixson Absolutely! I hate clickbait, yet for some it’s the only content on the web they’re ingesting & regurgitating!
@KristiKellogg I think that, as a journalist, I just can’t get on board with headlines that are deceptive and flout journalism 101. One solution, I suppose, would be to use these “clickbait” headlines WITH a subheading that provides actual information. Which would only work, of course, if the article actually held merit.
@PearlyWrites Legit social posting that actually gives you what you expect when you get to the content? That = awesome!
@SPoulton IMO, clickbait really means bait & switch – if the content rocks then they have me hook, line & sinker!
@paulaspeak Speaking of writing good click-bait titles Here’s a tool to measure EMV h/t @mindydweinstein
We care about engagement in social, but what about in search? What engagement metrics matter most for both?
@jennyhalasz Time on site definitely. And conversion is still the ultimate.
@AuthorityLabs I want a discussion from organic traffic – comment, question, interaction, and moving on to a related article. And for sales, clearly move on through the site and buy.
@jesephm This is an ‘easy answer’ but it really depends on the goal of the content. Is it sales? branding? news? Set goals per campaign
@KeriMorgret Honestly, one of the metrics I care about is did they engage with my CTA or checkout page.
@BradyDCallahan Time on site, bounce and exit rate, and returning visitors. Of course, converting goals. Depends on page’s purpose.
@FogelRivka engagement: time on site,bounce rate,exit rate. also you want the next pages to match the intended conversion funnel.
@gregdixson Overall Social growth, follower / fan count + Shares and measuring back on site > Time on site, bounce.
@BruceClayInc For search, setting (and meeting) conversion goals, bounce rate, and overall traffic increases are key engagement metrics.
@TurbanSEO Engagement is valid more in search than in social. It begins with the time the visitor sees the title on SERP.