- 25 Apr
The mystery of SEO unveiled
Does search engine optimization seem a bit of a mystery? Here’s the mystery unveiled in this SEO Periodic Table constructed by Search Engine Land.
Over the past century, newspaper publishers and other mass media professionals policed and filtered printed content. As a result, mainstream publishers in the U.S. achieved a stellar record of producing credible, verifiable content. The newspaper industry set the standard for ethically sourced content.
Then Google came along.
In an era when anyone can launch a website, credibility has become a huge issue. High-profile search engines have become adept at filtering search results. A plethora of computations go into a search engine’s algorithms, and when tweaked, the revised formulas often shake the fortunes of many.
The major factors today that determine a site’s ranking often seem clouded with an air of mystery, but it usually comes down to that one word: Credibility.
Even in the days of three-word tweets, it’s crucial to take the time to ensure your webpage content reflects proper grammar, is cogent, and specifically targets your audience. Don’t even think of expecting the reader to struggle through poorly crafted content. Remember, even if search terms drew the person to your site, they’ll bounce away within seconds if the message is garbled or appears to be spam.
Here are some SEO-friendly practices:
Update content frequently particularly on those pages designed to engage visitors and move them to action. Remember that trending topics are the spice, while static pages are the meat and potatoes, so have a mixture of both in your content.
Add and test links. Even major corporate websites often contain broken URLs and a company may be unaware of the situation unless someone takes the time to alert them. Just as typos have proved to be the bane of publishers for a century, today faulty links effectively take a visitor to a dead end.
Add quality content and writing. Content remains the biggest factor in page ranking, followed by site architecture. Although the trustworthiness of a site’s content is not the top factor in determining search engine results, a business owner should always approach with fear and trepidation the making of false claims on the web. The regrets begin after one tweet and may not end for years to come.
- 11 Apr
Four ways to increase engagement on your social channels
It’s no longer enough to simply have a large number of followers on your brand’s social media channels; you need authentic and consistent engagement to get the most value out of your social media marketing campaigns.
After all, engagement rates are one of the best ways to measure the results of your marketing efforts because it’s easy to follow a brand but it takes more time and effort to like/comment/share posts. If you’ve been struggling to boost engagement rates on your social media channels, here are some of the most successful strategies:
Asking questions is a simple but incredibly useful strategy for encouraging people to engage with your brand on social media. It’s thought-provoking, it makes them pause and think about something related to both themselves and your brand/products/services, and it invites them to share their thoughts in the comment section on your post. This is also a valuable opportunity to get qualitative feedback from your followers, so don’t resign your posts to statement-only captions!
Encourage followers to tag a friend
This strategy is helpful for growing your follower and engagement rates. The “tag a friend in the comments” call-to-action is typically deployed with a fun/entertaining post, as opposed to more sales-y posts, which may get less traction on the engagement front because it looks like a brand is trying too hard to boost its own sales.
Use opinion polling
One of the most effective engagement-boosting strategies involves creating a poll with a question and two or more options for audience members to choose from.
For example, a financial services company might post a poll asking if student loan debt or saving for retirement is a greater concern. The results of this hypothetical poll would be useful for determining the relative age and financial concerns/preferences of the company’s followers and increase engagement of the post.
Host a photo contest
Lastly, many brands get great engagement rates when they carefully plan and roll out a photo contest. This is an excellent opportunity to accumulate user-generated content, in addition to building hype for your brand among existing and potential audience members who want to win the grand prize. Many brands partner with influencers and/or other brands to help control the costs of contest prizes, so the sky’s the limit when it comes to creative uses of photo contests for social media.
Offer a giveaway
Make sure to tie entry into the giveaway to not only following your social channel but to leaving comments, tagging friends and sharing the giveaway post.
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