Posts Tagged ‘Google authorship’

Search and Social Lessons from the Zenith Social Media Marketing Conference

Tuesday, June 10th, 2014

Last month’s Zenith Social Media Marketing Conference opened with a blast of presentational energy from Neal Rodriguez. While there’s no video of his keynote available, his YouTube channel will give you some sense of how Neal can wake up an early-morning crowd in a packed ballroom.

The conference, hosted by Marty Weintraub‘s agency, aimClear, was an impressive affair. Though Duluth is smallish metro area of roughly 100,000 population, the event attracted twice as many attendees as some similar events in larger cities, with speakers from around the country.

Among the first group of morning breakout sessions was “Using Social Media Analytics To Define ROI KPIs.” Grant Tilus and Katy Katz of Collegis discussed the virtual demise of organic reach on Facebook, and what to do about it.

Rethink Your Social Promotion Strategy

They also advised that marketers set SMART goals, and presented a selection of best practices for advertising on popular social networks:

Set SMART marketing goals

Facebook analytics best practices

Twitter Analytics best practices

Choosing which social networks to focus on

 

Among other key takeaways from Grant and Katy:

  • • Use the scientific method. Start with research: is your goal achievable? What’s the best way to accomplish it? Then form the hypothesis – the idea you can test, the goal, the KPI, what you are trying to achieve. For example, “This Facebook contest will drive 100 new leads in 90 days.”
  • • To crack the organic code, tap into human psychology; people like content tnat: makes us feel good, gives us answers, tells a story, or surprises us. Pick the right time of the day and week to post (e.g. Facebook work best over lunch).
  • • Track your campaign like a case study. Report positive and negative outcomes of the campaign. Learn what works and document it so it can be replicated. Separate the results from different platforms, but use consistent lamguage.
  • • Only 22% of businesses track their social results well.

Next up, Regis Hadiaris of Quicken Loans, Will Scott of Search Influence, and Joe Warner of aimClear presented “SEO, Social Media & What Every Marketer (SRSLY) Must Do.” The three played off each other adeptly, alternately focusing on the social, technical, and content-driven aspects of search.

How to really think about SEO in 2014

Key lessons about SEO in 2014:

  • • The days of tips & tricks in SEO are over. Google tests and updates daily. Follow Google Webmaster guidelines well – this is now the only option.
  • • Make a list of the questions that your customers and prospects ask most frequently (talk to sales and customer service reps if necessary to generate this), then provide content in various formats (blog posts, white papers, video, presentations, infographics) that answers those questions.
  • • Reputation management (the knowledge graph) is vital for SEO – Google wants to know who you are and how legitimate you are. This means making the effort to get dodgy links taken down or disavowed. Essentially, Google will judge your website by the company it keeps, so try to attach your content to high-authority sites like Forbes and industry-specific trade journals (a key channel in the web presence optimization (WPO) model).
  • • The “coolest newest thing” you can do is to implement schema tags, e.g. tagging your contact page for local SEO. Use a WordPress plugin to simplify the process of highlighting news, product, and other specific types of content.
  • • Three key technical elements in using Google+ for seo: 1) Link your website to your business G+ profile (and back); 2) Use Google authorship (link your blog to the author’s G+ page; and 3) add a G+ sharing button to all pages on your site.
  • • Implementing Google authorship can increase click-through rates (CTRs) dramatically, even without any ranking change, by adding photo to a business result. G+ interaction gets more rich data into search results, which increases clicks. 20% of searchers, on average, looked at the second page of results on searches back in 2006. Now it’s 2% (because search engines have gotten better).
  • • “If you don’t have open graph tags on your site, need to do that now.” For WordPress blogs or sites, use a plugin like WP Open Graph or Facebook Open Graph Meta Tags for WordPress to simplify the process.
  • • Google’s objectives is to classify EVERYTHING. Sponsorships create brand mentions that make you a real brand. Industry/community activities (associations, analysts, events, community involvement), which are good things to do anyway, also build your brand in search (and are another key channel in the WPO framework).
  • • To boost the value of your Google authorship, publish more in more places, and tag it back to your Google+ profile.

Finally, the brilliant Lisa Buyer and Lisa Grimm concisely and helpfully summarized everything new with Twitter in the past year or so, combined with timeless best practices, in “Breaking Bad with Twitter! Game Changing Tactics & Prodigal ROI.”

Zenith 2014 breaking bad with twitter session by lisa grimm and lisa buyer from Lisa Buyer

It would be impossible to top the summary of this presentation that Lisa Buyer published on her Social PR Chat blog, so check that out. A few quick takeaways:

  • • “Pin” a high-value tweet to the top or your profile, by going to your profile and click “pin to your profile page” from the bottom of your selected tweet. Best practice: use an image with this.
  • • The ideal tweet structure: headline, link, no more than three hashtags. End with a hashtag, but don’t start with one. Put the link near the middle of the tweet. Keep the total length under 120 characters.
  • • Perform random acts of kindness for followers.

The post-conference free martinis were a nice touch too.

 

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24 of the Best Google+ Guides, Tips, Rants and Raves of 2012

Wednesday, December 12th, 2012

Will Google+ be a “Facebook killer” or just Google’s next failed social network? It’s certainly gaining traction, with over 500 million users now on board, already half of Facebook’s total. Then again, the average Facebook user spends nearly seven hours per month on the site—compared to just three minutes for the average Google+user.

Best Google+ Guides, Tips and Rants of 2012Many of this year’s best posts about Google’s newest social platform were written early in the year. Since then, though the user base has continued to grow, enthusiasm seems to have waned. While Marty Weintraub offers a more provocative metaphor below, it almost seems like Google+ is becoming the colonoscopy of social networks: everyone agrees it’s vitally important, but few people really want to talk about it or spend any more time on it than absolutely necessary.

“Ghost town” or not, many experts agree that Google+ is here to stay, and it’s valuable for b2b marketing, SEO, personal branding, and reputation management. So what makes Google+ special? What are the best practices for business use of the platform? How can an individual or organization most efficiently grow a following there? And will Google+ end Facebook’s domination of social networking—or will it “break the Internet”?

Find those answers and more here in two dozen of the best Google+ guides, tips, rants and raves of the past year.

Google+ Guides and Tips

5 Things Google+ Offers Brands That Facebook Doesn’t by Sprout Insights

Susan GuneliusSusan Gunelius outlines five social networking features unique to Google+, including circles (which enable you to “separate your customers from your colleagues and online influencers from your business partners”) and hangouts (which can be “used for things like small-group webinars, question and answer sessions, and more”).

Why brands will lose if they ignore Google+ by iMedia Connection

Though he calls Google+ a “half-baked invention,” Daniel Flamberg nevertheless advises that “savvy marketers should use Google+ these five ways,” including experimenting with hangouts, expanding social assets and audiences, and optimizing branded search: “Link owned digital assets to Google+. Use the +1 and encourage your followers to do the same. Plant +1 badges on all your assets to take advantage of the Direct Connect tool that automatically brings customers and prospects searching in your category to your page.”

6 Steps to Getting Started With Google+ by Social Media Examiner

Marc PitmanFor marketers who are either still on the fence about Google+ or just haven’t done much with it, Marc Pitman provides an excellent guide to the basics like filling up your links “While you’re editing your ‘about’ page, be sure to pay attention to the ‘other profiles’ section…(consider adding) links to other social media networks, links to your business sites (and) links to special pages on your website.”

The First 5 Things You Should Do With Your Google+ Business Page by WindMill Networking

Mark TraphagenOnce you’ve finished with Marc Pitman’s post above, Mark Traphagen presents a five-step process for taking your business presence on Google+ to the next level, starting with 1 four-item list on optimizing your page for SEO followed by upgraded the visual appearance of your page and filling your stream with quality content.

3 reasons Google+ is not a social network by iMedia Connection

Lauren FriedmanLauren Friedman explains why she thinks Google+ is not a social network but brands should be there anyway–for example, for SEO purposes: “The best way brands can take advantage of Google+ is to amp-up their SEO. Each time a user clicks the +1 button, it helps with that brand’s SEO and the content getting served to users above other content. Search results are personalized based on the +1s of those in your circles, and as a marketer, that changes the game. Search results are still based on Google’s proprietary algorithms, but sites with more +1s will appear to be more relevant and thus ranked higher.”

3 Successful Google+ Pages and Why They Work by Social Media Examiner

Lisa PeytonLisa Peyton highlights three examples of successful Google+ brand pages such as the NASA page, where “The active space and science community on Google+ may support speculation that platform users are mostly tech-savvy early adopters. This finding contradicts the fact that the TOP Google+ profile belongs to pop star Britney spears. However, her page garners less engagement based upon the number of followers than the top brands outlined in this article.”

Google+ for SEO? Don’t Focus on Your Brand Page! by B2B Digital Marketing

Eric WittlakeContradicting popular wisdom, Eric Wittlake argues that “Google+ Brand Pages are not the ticket to SEO success. In fact, if you focus your Google+ efforts on your new brand page, you will miss the most important search benefits of Google+.” He then outline three strategies he says are designed to improve search rank and traffic.

6 Reasons Why Adding Google+ to Your Web Presence & SEO Strategy is a Good Idea by iMedia Connection

Krista LaRiviereKrista LaRiviere of web presence optimization software vendor gShift Labs offers six reasons for brands to embrace Google+, among them fresh content (“Google+ is just one more place to publish your press releases, blogs, testimonials, case studies and news. The difference with Google+ is that your content, if found, will be listed at the top of Google personal results mixed in with traditional search results”) and the fact that Google+ produces social signals which factor into Google’s ranking algorithm.

32 Totally Free Google “Search Plus Your World” #SEO Resources by aimClear Blog
***** 5 STARS

Marty WeintraubFrequent best-of honoree Marty Weintraub compares Google+ to a dominatrix (it makes sense the way he writes it), offering short-term pleasure (search rank improvement) at the expense of long-term frustration. Still, he thinks it’s worth the effort to chase the temporary bump and so shares an excellent list of nearly three dozen how-to articles from writers like Lisa Barone, Matt McGee and Stephanie Cain.

Reputation Management: How Google+ Can Be Your Best Friend or Your Worst Enemy by Business2Community

Danny DeMicheleContending that “PageRank, Google’s ranking scoring system, is profoundly impacted by these (Google +1) votes,” Danny DeMichele provides a simple four-step process for using Google+ as part of a broader reputation (personal or brand) strategy.

20 Google+ Terms and Definitions You Need to Know by Sprout Insights

Susan Gunelius (again) presents helpful definitions of basic (e.g., “Chat: Using the Chat feature, you can notify people in your Google+ Circles that you’re online and available for an online chat from within Google+”) and advanced Google+ terms (such as “Data Liberation: Use this feature to download and backup the content in your Google+ Account, which is available through the Google+ Settings option [the gear icon in the upper-right corner of your screen when you’re logged into your Google+ account”]).

How Google’s +1 Button Affects SEO by Mashable

Keith KaplanKeith Kaplan explains that although “The +1 has an indirect effect on your site’s search rank. This does not mean the more +1’s a link has, the higher rank it achieves in traditional search results,” it can indirectly help with SEO by making a piece of content more likely to be clicked on and shared on other social networks—which does actually affect rank.

How to Effectively Create a Google+ Following of 10,000 Engaged Fans by Search Engine Watch

Eric SiuEric Siu shares advice from Fraser Cain, publisher of the Universe Today space and astronomy news website, on how to build, maintain and engage a large following on Google+. Eric contends that Fraser’s success, based on unique content and active network, belies the notion promoted by some (such as Austin Carr, below) that Google+ is a “ghost town.”

Build Your Google Plus Page Following with Topical Pages by WindMill Networking
***** 5 STARS

This tip from guest blogger Mark Traphagen (again) is almost too good to share. “What if you could create opt-in subscription lists on Google+? You can! Here’s the wonderful secret: you can create a Google+ page about virtually anything, including a topic. It doesn’t necessarily have to be connected with a brand name.” He then details a “simple strategy for using Pages to create opt-in subscription lists about specific topics.”

Quick Tricks to Make Your Google Plus Business Page Sparkle by ZD Design Blog

Donnie BryantAgain arguing against the “Google+ is a ghost town” thesis, Donnie Bryant here provides a handful of helpful tips for getting more performance out of a Google+ business page, from creating a short URL and maximizing the use of photos and video to encouraging sharing.

The Marketer’s Guide to Google Plus by KISSmetrics

Zach BulygoZach Bulygo offers a highly detailed and richly illustrated guide to marketing on Google+, from the basics of business page setup and getting a verified name to optimizing your tagline, use of photos. Google+ author tag and the +1 sharing button.

How to Use Google Plus for Personal Branding and Establishing Author Rank by WindMill Networking

Neal SchafferNeal Schaffer quotes Mark Traphagen (one last time), who calls Google+ a “powerhouse” because of its “tight integration into Google search. Google+ posts are easily indexed by Google search, and unlike tweets or Facebook posts, are treated much like regular web pages. That means a well-constructed G+ post (with a main keyword in the first sentence/title and a good amount of engagement) can rank well in Google search and, unlike other social media status posts, actually stay ranked for a long time,” and explains why Google authorship is important and how to set it up.

Google+ Rants and Raves

Google+ Is Going To Mess Up The Internet by ReadWrite

Jon MitchellJon Mitchell is not a fan of Google’s latest social network and isn’t afraid to say so. He writes, “Google tools used to enhance the Internet. But as Google ships ‘the Google part’ of its new Google+ identity, it’s breaking the Web it once helped build,” and then offers half a dozen specific reasons why.

“Don’t Be Evil” Tool — Backed By Facebook & Twitter — Shows Google’s “Search Plus Your World” Can Go Beyond Google+ by Search Engine Land

Danny SullivanDanny Sullivan details the use and results from the “Don’t be Evil” browser bookmarklet, stating that “The companies behind the tool feel Google’s hasn’t focused on what’s best for its users with Search Plus Your World. They have a good point. But the tool makes this point better than all the debates that have happened so far around Search Plus Your Word, because it shows what Google could have done to better serve searchers, if it had wanted to.” He also explains how some features of Google+ are part of the problem.

How Google+ Is Encircling Your Brand by MediaPost

Though he believes “Google+ is emerging as a great way for brands to connect directly with consumers,” Gavin O’Malley also notes that a disproportionate share of interaction is driven by a few aggressive, early adopting brands on the platform, and points out “Google+ still has less than 1/100th the number of total consumers interacting with the top 100 brands that Facebook has achieved.”

Exclusive: New Google+ Study Reveals Minimal Social Activity, Weak User Engagement by Fast Company

Austin CarrAustin Carr reports on the findings of a study which paints “very poor picture of the search giant’s social network–a picture of waning interest, weak user engagement, and minimal social activity.” Among te research findings from RJ Metrics, “Roughly 30% of users who make a public post never make a second one” and “Even after making five public posts, there is a 15% chance that a user will not post publicly again.” The author concludes that Google+ “might indeed just be a ‘virtual ghost town,’ as some have argued.”

Think You Don’t Need Google+ in Your Business? Think Again! by Rebekah Radice

Rebekah RadiceWhile acknowledging that Google+ has its shortcomings and that many marketers remain (not entirely unreasonably) skeptical about the platform, Rebekah Radice nevertheless offers half a dozen reasons to embrace Google’s social network, such as the circles and hangouts features and the B2B networking value.

With Google+ Communities, Google launches its own version of Facebook Groups by VentureBeat

Tom CheredarTom Cheredar explains how Google+ Communities work and how this capability compares with Facebook groups: “There are a few notable (notable differences between Google+ Communities and Facebook Groups), including the ability to start a Google Hangout video chat with the community and sharing things specifically with G+ communities from any +1 button. That’s pretty cool, and something that might actually attract people to use it over Facebook.”

Google+ becomes the world’s social platform…with Community by Relevanza

Steve HartWriting that “While Google announced Google+ reached 500 million users, the bigger announcement by far was the roll out of Google+ Communities,” Steve Hart explains what Communities are, how they work, what they can be used for, and why they are “a BFD.”

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