Tag Archives: google

Google Mobile Playbook

1 五月

http://www.themobileplaybook.com/#/cover

How to Track Social Media Traffic With Google Analytics

4 四月

Why Google Analytics?

Google Analytics allows you to see where your visitors come from and if they engage with your content or leave immediately. Additionally, you can set up goals that match your business goals and measure if visitors are meeting those goals.

With Google Analytics, you can get valuable insights about your visitors and in this article I am going to show you how to track social media traffic.

This will help you identify the social media sites that send the most visitors back to your website to see which one needs more attention.

You will also discover how you can learn more about the visitors who come to your site from Twitter, Facebook, Google+ or other social media sites.

Additionally, you will learn how to use a feature called Advanced Segments to segment your social media traffic and see how those visitors behave on your site.

Getting Started With Google Analytics

Before we dive into this, I want to make sure that you use the latest version of Google Analytics.

To do this, just login into your Google Analytics  account and click the New Version link from the top left section of your screen.

new version google analytics

Click the New Version link to switch to the latest version of Google Analytics.

Once you do that, you are all set up and ready to follow the rest of this article.

Identify Your Main Traffic Sources

First you will need to discover what social media sites send the most traffic to your website.

To do that, go to the Traffic Sources section, select Sources and All Traffic.

Here you will be able to see a list with all of the websites that send traffic back to your site. Right now, you will need to identify which are social media websites and keep the first three in mind.

google analytics traffic

Identify the main 3 social media sites that send you traffic.

From this example you can see that Twitter (t.co is Twitter’s shortened URL), Hacker News and Facebook are the main social media sites that drive traffic.

For you, the most important may be Google+ or StumbleUpon or any other site where you have an active profile.

Create Advanced Segments

Once you have identified your main social media traffic sources, you can create Advanced Segments for those websites and segment the traffic to individually analyze your visitors.

You can also set up multiple Advanced Segments and compare them to see the difference among them.

To make this easier to understand, I will show you how you can set up Advanced Segments for Twitter, Facebook and Google+ to compare their traffic and for multiple other social media sites to better analyze traffic.

Twitter Traffic Segment

You can create an Advanced Segment for Twitter to see how it compares with Facebook and Google+.

To do this, simply click on Advanced Segments from any Google Analytics report and click + New Custom Segment.

create advanced segments

Create Advanced Segments to individually analyze your visitors by traffic source.

Then add a name for your segment and start to include as sources the following containing terms that might send traffic to your website:

  • twitter.com
  • t.co
  • hootsuite
  • tweetdeck
  • bit.ly

As you can see, there are multiple filters that should be added using an OR statement because different Twitter clients might send traffic that will not get tagged as being from twitter.com or t.co.

While adding these filters, you will see that if you have traffic that matches, Google Analytics will insert the filters using an autocomplete function.

This way you can be sure that all the filters you apply actually match visits.

twitter segment

Create a Twitter traffic segment to see how the inbound traffic from Twitter compares with other social media sites.

Once you add all your filters, press the Test Segment button to see if everything is set up correctly. If so, save your segment.

Facebook Traffic Segment

Next on the list is the Facebook segment, which can be created exactly as you did for Twitter—just change the filters to:

  • facebook.com
  • m.facebook.com
facebook segment

Create a Facebook traffic segment and include as a source both facebook.com and the mobile version m.facebook.com.

From my analysis, Facebook sends traffic as facebook.com and m.facebook.com if the traffic comes from mobile devices. To make sure that your filter will match, you can simply use “facebook.”

Google+ Traffic

The Google+ segment is similar to Twitter and Facebook, but simpler. All you have to do is just filter:

  • plus.url.google.com
google plus segment

Create a Google+ traffic segment to analyze only the traffic that comes from Google+.

Google+ sends all traffic from plus.url.google.com. You may also see traffic from google.com, but do not include it, because that is something different.

Social Media Traffic

Now that you know how to create individual segments, you can create a more comprehensive segment that analyzes traffic from more than one social media outlet.

You can use this type of segment to include the traffic from StumbleUpon, Digg, Delicious, LinkedIn and any other social media site.

As an example, below are some of the sites you can include in this segment using the OR statement:

  • twitter.com
  • t.co
  • hootsuite
  • tweetdeck
  • bit.ly
  • facebook.com
  • m.facebook.com
  • plus.url.google.com
  • linkedin
  • youtube
  • reddit
  • digg
  • delicious
  • stumbleupon
  • ycombinator
  • flickr
  • myspace
  • popurls

A simpler version of this segment would be to select as a condition Matching RegExp, which will use a regular expression to detect the traffic that matches your condition.

The advantage of this will be the fact that you will not need to type in 10-20 conditions for this segment, but just one.

To create this segment, select Matching RegExp as condition and then type in brackets “()” the social media sites that send traffic to you, separated by a vertical bar “|”, just like the code below:

(twitter|t.co|hootsuite|tweetdeck|bit.ly|facebook|plus.url.google|linkedin|youtube| reddit|digg|delicious|stumbleupon|ycombinator|flickr|myspace|popurls)

You will need to make sure that there are no spaces in this code.

social media segment

Use a Regular Expression to create only one condition which includes all the social media sites from where you might get traffic.

You can also include other sites that send traffic to you.

Understanding Social Media Traffic

Now you have four powerful segments that will help you get more insights about your visitors.

You can use the first three to see how they compare to each other and if there are any big differences among them.

You can use the fourth to see how visitors who come from social media sites behave on your own site and how they convert.

We will cover more about this in future articles, but to start you should have a look at the Audience reports to determine their behavior, how engaged they are with your site (how much time they spend reading your content), how frequently they come to your site or the ratio of new visitors to returning visitors.

The Content section is the one that you should check next to see the pages your social media peers visit on your site, your site speed for their connection or what they search for on your website.

For example, you can see from the screenshot below that the visitors coming from Twitter (even if they have a higher number of visits) are less engaged with the content of the website, because the majority spend less than 10 seconds on the website.

social engagement

Use Advanced Segments to identify which social media sites send you valuable visitors.

You can use the above segment to compare the traffic from multiple social media outlets and see where you should invest more time, which one sends you more engaged visitors, visitors that convert and much more.

With the more comprehensive segment or if you apply only one segment, you can actually filter the traffic and see all of the Google Analytics reports for that specific segment.

This helps you identify visitors’ behavior and engagement for that specific segment of traffic.

Over to You

These are just a couple of examples, but I would love to see what other experiments you’ve done.

What do you think? Which of these examples have you successfully implemented? Plus, what other tutorials about Google Analytics would you like to see on Social Media Examiner? Leave your questions and comments in the box below.

By: http://www.socialmediaexaminer.com/how-to-track-social-media-traffic-with-google-analytics/

Search quality highlights: 40 changes for February

9 三月

2/27/12 | 11:30:00 AM

This month we have many improvements to celebrate. With 40 changes reported, that marks a new record for our monthly series on search quality. Most of the updates rolled out earlier this month, and a handful are actually rolling out today and tomorrow. We continue to improve many of our systems, including related searches, sitelinks, autocomplete, UI elements, indexing, synonyms, SafeSearch and more. Each individual change is subtle and important, and over time they add up to a radically improved search engine.

Here’s the list for February:

  1. More coverage for related searches. [launch codename “Fuzhou”] This launch brings in a new data source to help generate the “Searches related to” section, increasing coverage significantly so the feature will appear for more queries. This section contains search queries that can help you refine what you’re searching for.
  2. Tweak to categorizer for expanded sitelinks. [launch codename “Snippy”, project codename “Megasitelinks”] This improvement adjusts a signal we use to try and identify duplicate snippets. We were applying a categorizer that wasn’t performing well for our expanded sitelinks, so we’ve stopped applying the categorizer in those cases. The result is more relevant sitelinks.
  3. Less duplication in expanded sitelinks. [launch codename “thanksgiving”, project codename “Megasitelinks”] We’ve adjusted signals to reduce duplication in the snippets for expanded sitelinks. Now we generate relevant snippets based more on the page content and less on the query.
  4. More consistent thumbnail sizes on results page. We’ve adjusted the thumbnail size for most image content appearing on the results page, providing a more consistent experience across result types, and also across mobile and tablet. The new sizes apply to rich snippet results for recipes and applications, movie posters, shopping results, book results, news results and more.
  5. More locally relevant predictions in YouTube. [project codename “Suggest”] We’ve improved the ranking for predictions in YouTube to provide more locally relevant queries. For example, for the query [lady gaga in ] performed on the US version of YouTube, we might predict [lady gaga in times square], but for the same search performed on the Indian version of YouTube, we might predict [lady gaga in India].
  6. More accurate detection of official pages. [launch codename “WRE”] We’ve made an adjustment to how we detect official pages to make more accurate identifications. The result is that many pages that were previously misidentified as official will no longer be.
  7. Refreshed per-URL country information. [Launch codename “longdew”, project codename “country-id data refresh”] We updated the country associations for URLs to use more recent data.
  8. Expand the size of our images index in Universal Search. [launch codename “terra”, project codename “Images Universal”] We launched a change to expand the corpus of results for which we show images in Universal Search. This is especially helpful to give more relevant images on a larger set of searches.
  9. Minor tuning of autocomplete policy algorithms. [project codename “Suggest”] We have a narrow set of policies for autocomplete for offensive and inappropriate terms. This improvement continues to refine the algorithms we use to implement these policies.
  10. “Site:” query update [launch codename “Semicolon”, project codename “Dice”] This change improves the ranking for queries using the “site:” operator by increasing the diversity of results.
  11. Improved detection for SafeSearch in Image Search. [launch codename “Michandro", project codename “SafeSearch”] This change improves our signals for detecting adult content in Image Search, aligning the signals more closely with the signals we use for our other search results.
  12. Interval based history tracking for indexing. [project codename “Intervals”] This improvement changes the signals we use in document tracking algorithms.
  13. Improvements to foreign language synonyms. [launch codename “floating context synonyms”, project codename “Synonyms”] This change applies an improvement we previously launched for English to all other languages. The net impact is that you’ll more often find relevant pages that include synonyms for your query terms.
  14. Disabling two old fresh query classifiers. [launch codename “Mango”, project codename “Freshness”] As search evolves and new signals and classifiers are applied to rank search results, sometimes old algorithms get outdated. This improvement disables two old classifiers related to query freshness.
  15. More organized search results for Google Korea. [launch codename “smoothieking”, project codename “Sokoban4”] This significant improvement to search in Korea better organizes the search results into sections for news, blogs and homepages.
  16. Fresher images. [launch codename “tumeric”] We’ve adjusted our signals for surfacing fresh images. Now we can more often surface fresh images when they appear on the web.
  17. Update to the Google bar. [project codename “Kennedy”] We continue to iterate in our efforts to deliver a beautifully simple experience across Google products, and as part of that this month we made further adjustments to the Google bar. The biggest change is that we’ve replaced the drop-down Google menu in the November redesign with a consistent and expanded set of links running across the top of the page.
  18. Adding three new languages to classifier related to error pages. [launch codename “PNI", project codename “Soft404″] We have signals designed to detect crypto 404 pages (also known as “soft 404s”), pages that return valid text to a browser but the text only contain error messages, such as “Page not found.” It’s rare that a user will be looking for such a page, so it’s important we be able to detect them. This change extends a particular classifier to Portuguese, Dutch and Italian.
  19. Improvements to travel-related searches. [launch codename “nesehorn”] We’ve made improvements to triggering for a variety of flight-related search queries. These changes improve the user experience for our Flight Search feature with users getting more accurate flight results.
  20. Data refresh for related searches signal. [launch codename “Chicago”, project codename “Related Search”] One of the many signals we look at to generate the “Searches related to” section is the queries users type in succession. If users very often search for [apple] right after [banana], that’s a sign the two might be related. This update refreshes the model we use to generate these refinements, leading to more relevant queries to try.
  21. International launch of shopping rich snippets. [project codename “rich snippets”] Shopping rich snippets help you more quickly identify which sites are likely to have the most relevant product for your needs, highlighting product prices, availability, ratings and review counts. This month we expanded shopping rich snippets globally (they were previously only available in the US, Japan and Germany).
  22. Improvements to Korean spelling. This launch improves spelling corrections when the user performs a Korean query in the wrong keyboard mode (also known as an “IME", or input method editor). Specifically, this change helps users who mistakenly enter Hangul queries in Latin mode or vice-versa.
  23. Improvements to freshness. [launch codename “iotfreshweb”, project codename “Freshness”] We’ve applied new signals which help us surface fresh content in our results even more quickly than before.
  24. Web History in 20 new countries. With Web History, you can browse and search over your search history and webpages you’ve visited. You will also get personalized search results that are more relevant to you, based on what you’ve searched for and which sites you’ve visited in the past. In order to deliver more relevant and personalized search results, we’ve launched Web History in Malaysia, Pakistan, Philippines, Morocco, Belarus, Kazakhstan, Estonia, Kuwait, Iraq, Sri Lanka, Tunisia, Nigeria, Lebanon, Luxembourg, Bosnia and Herzegowina, Azerbaijan, Jamaica, Trinidad and Tobago, Republic of Moldova, and Ghana. Web History is turned on only for people who have a Google Account and previously enabled Web History.
  25. Improved snippets for video channels. Some search results are links to channels with many different videos, whether on mtv.com, Hulu or YouTube. We’ve had a feature for a while now that displays snippets for these results including direct links to the videos in the channel, and this improvement increases quality and expands coverage of these rich “decorated” snippets. We’ve also made some improvements to our backends used to generate the snippets.
  26. Improvements to ranking for local search results. [launch codename “Venice”] This improvement improves the triggering of Local Universal results by relying more on the ranking of our main search results as a signal.
  27. Improvements to English spell correction. [launch codename “Kamehameha”] This change improves spelling correction quality in English, especially for rare queries, by making one of our scoring functions more accurate.
  28. Improvements to coverage of News Universal. [launch codename “final destination”] We’ve fixed a bug that caused News Universal results not to appear in cases when our testing indicates they’d be very useful.
  29. Consolidation of signals for spiking topics. [launch codename “news deserving score”, project codename “Freshness”] We use a number of signals to detect when a new topic is spiking in popularity. This change consolidates some of the signals so we can rely on signals we can compute in realtime, rather than signals that need to be processed offline. This eliminates redundancy in our systems and helps to ensure we can continue to detect spiking topics as quickly as possible.
  30. Better triggering for Turkish weather search feature. [launch codename “hava”] We’ve tuned the signals we use to decide when to present Turkish users with the weather search feature. The result is that we’re able to provide our users with the weather forecast right on the results page with more frequency and accuracy.
  31. Visual refresh to account settings page. We completed a visual refresh of the account settings page, making the page more consistent with the rest of our constantly evolving design.
    Panda update. This launch refreshes data in the Panda system, making it more accurate and more sensitive to recent changes on the web.
  32. Link evaluation. We often use characteristics of links to help us figure out the topic of a linked page. We have changed the way in which we evaluate links; in particular, we are turning off a method of link analysis that we used for several years. We often rearchitect or turn off parts of our scoring in order to keep our system maintainable, clean and understandable.
  33. SafeSearch update. We have updated how we deal with adult content, making it more accurate and robust. Now, irrelevant adult content is less likely to show up for many queries.
    Spam update. In the process of investigating some potential spam, we found and fixed some weaknesses in our spam protections.
  34. Improved local results. We launched a new system to find results from a user’s city more reliably. Now we’re better able to detect when both queries and documents are local to the user.

And here are a few more changes we’ve already blogged about separately:

  • Flight Search on mobile
  • Improved health searches
  • Better related searches for images
  • Upcoming concert dates

Posted by Amit Singhal, Senior VP and Google Fellow

By: http://insidesearch.blogspot.com/2012/02/search-quality-highlights-40-changes.html

4 Ways to Boost Your SEO With Google+

6 三月

If you use Google regularly — and who doesn’t? — you’ve probably noticed that the company has been using various ways to coerce you to join Google+, its incipient social network. The plugs have been pretty overt and include a call-to-action on Google’s homepage and automatic G+ registration for new Gmail accounts.

For businesses, the sell has been more subtle. Since Google integrated Google+ results into search under its Google Plus Your World initiative in January, the word has gotten out that lack of a Google+ presence could affect organic search results. The upshot: If you don’t have a Google+ page, your placement for various search terms will suffer.

Companies that specialize in search engine optimization are used to rapid change, but this is something different. These days, if you want to get better search results, you have to know a thing or two about social media marketing. So, Google has, in effect, given you two headaches for the price of one. Another way to look at it is that Google has given you a free opportunity to boost your SEO and get a leg up on competitors who don’t know what Google+ is. “If you’re a first mover on this, you’re going to capture more visibility,” says Rob Garner, vice president of strategy for digital marketing agency iCrossing. “This is kind of a gift in a lot of ways.”


1. Get a Google+ Page


Unwrapping Google’s gift is pretty easy: Just set up a Google+ account for your business. The company held off on letting brands onto Google+ for a few months, but at this point, the setup is fairly turnkey and even allows for multiple administrators. (You can actually start the process now, before you finish this article by clicking here.)


2. Get In As Many People’s Circles as Possible


This part is a bit trickier. The quickest way to get the ball rolling is to put as many people inside your circles as possible. It also helps if those people are in the same industry, so you should include your rivals (you could even make a “competitors” circle), industry gadflies and, if you have a storefront or rely on local customers, people in your community.

There’s nothing you can do to make other people put your business in their circles, but making people in your segment aware that your page exists is a good idea. Erin Everhart, director of web and social media for 352 Media Group, a digital marketing agency, says you should put your Google+ page on your email signature, on your business card and above the fold on your homepage.

Don’t get desperate, though. Buying Google+ fans is a bad idea, Everhart says, because it might get picked up by Google’s search algorithm and result in a lower search profile.


3. Stuff Your Page with As Many Keywords as Possible, But Do It Organically


As with step 2, there’s a tempting way to cheat — just fill your page with all your relevant keywords — but you should avoid it since you might run afoul of Google. So, instead of randomly or egregiously larding your page with such terms, do it organically. Write posts that include the keywords, but don’t write them specifically for SEO reasons.

Garner says it’s also a good idea to time your posts in the best possible way. In other words, think like a publisher. For instance, during the Super Bowl, if you wrote an interesting post about the halftime show just after it started, you might get traffic and attention from people searching the term. (Garner calls this effect “velocity.” )

Another trick is to use Sparks, a Google+ feature that automatically loads videos and articles found on the Internet to your stream. If you set keyword searches in Sparks, which is an option under the search window, you will be able to see who else is using the term and what they’re saying about it, which could help you craft more relevant posts.


4. Use the +1 Button


We haven’t heard much about the +1 button since Google introduced it last year as a competitor to the Facebook Like. Yet you may have noticed that you’re seeing more and more profiles of your Google+ friends coming up in searches. That’s because if you +1 a lot of things, particularly things that are relevant to your industry, your image or logo will increase its visibility as well.

Though common sense would dictate that there’s little downside to clicking on a free button, research has shown that there’s a lot of upside, too. A Dutch company called SEO Effect found that getting 72 people to +1 its page resulted in a 20% lift in click-through rates.

Will all this improve your SEO? While it seems likely, the experts just don’t know yet. After all, the integration between Google search and Google+ is still very new. Nevertheless, there’s a strong case to be made for making the most out of Google+. With 100 million users and the full support of Google, only a federal investigation (always a possibility) can stall Google+’s growth. As a business owner, you may not like the fact that Google seems to be offering you little choice but to join Google+, but just like you couldn’t create a credible SEO strategy without considering Google, you now have to also take Google+ into account.

By: http://mashable.com/2012/02/10/seo-google-plus/

3 Ways to Optimize Search on Your Ecommerce Site

10 二月

More people are flocking online to get their shopping done these days. But, an online shopper doesn’t necessarily equal genius website navigator. Your need to ensure that your business website’s search tools are simple and intuitive for those who are less technologically inclined — or risk losing customers.

About 60% of online purchases result from a customer search, according to ecommerce design solution Volusion. Not only should you do everything you can to land your business in the search engine sweet spot, but you should also optimize your in-site search for convenient user navigation.

The following tips will help improve your ecommerce company’s search functionality, both on-site and via organic search.


1. Navigation Bars and Filters


 

 

 

Usability studies indicate that a user’s eye naturally progresses from left to right; therefore, place navigation bars to the left. Also, you’ll probably have more room for detail if the navigation bar runs down the left side of the screen.

From there, you may choose to expand navigation bars into drop-down boxes that display sub-categories. For instance, a navigation heading displaying “Automotive” might expand into subcategories that include “Carburetors” and “Transmissions.” Just be sure not to get too specific (e.g. “Bi-Xenon Headlamps”) or else the user could become overwhelmed and discouraged.

 

SEE ALSO: How to Design the Best Navigation Bar for Your WebsiteOnce the user has moved beyond the navigation, he will be taken to a page full of products. Provide a filter option that allows him to narrow products further — by price, color, fabric, most recent, etc.

In addition to pairing products with colorful, high-resolution photos, make sure to include unique, intriguing product descriptions. Not only will the shopper be more intrigued to click through to the main product page, but Google is more likely to prioritize unique product descriptions versus unoriginal content.

Cross-link between product pages and categories. That way, the shopper will more easily find related products, all while spending more time on your site and lowering your bounce rate. Cross-linking is one of the most effective search methods for ecommerce customers, especially those browsing without a clear purchase in mind.


2. In-Site Search Box


 

 

 

If your site has a larger population of product pages, a search box can help with targeted navigation. Follow TasteBook‘s example and consider including brief search hints like “keyword,” “ingredient,” “fabric” or “sport.” Depending on the effectiveness of the tool, the search should bring the shopper to page full of corresponding products.

However, you still want to entice users on a mission to explore the site. Consider a floating sidebar of most popular products or categories that follows a shopper throughout her search or a feed of sales activity, like Fab.com’s social shopping page. And an ecommerce homepage should constantly cycle through featured products, sales and curated content so that repeat customers are more enticed to explore.


3. Organic Search


Speaking of homepages, Google will crawl the pages of a website that have the most SEO juice, which is usually the homepage. Therefore, the pages that you link to your homepage should be the most important. Keep in mind that these pages might not necessarily reflect the categories on your navigation bar. Give prominence to other highly-clicked pages like the “About” page, for instance — they’re more likely to be indexed by Google.

Be sure to index all of your main pages, category pages and even specific product pages. Use Google Webmaster Tools and Webmaster Central to learn how to effectively index pages, then track how users searched for and found those pages. You can even view the ratio of your total URLs compared to how many have appeared in Google’s web index.

In order to maximize SEO, be sure to attach strategic keywords (including long-tail keywords) to your site pages. Use Google’s free Keyword Tool to estimate the traffic you can expect from certain key words and phrases.

Finally, be sure to index user reviews as well — Google favors fresh, user-generated content. For this reason, you may also choose to invite curators to regularly contribute related content to your website, which will not only improve SEO, but will also add a community element to your business.

How does your website design and optimize its search features? Which are the most easily navigable ecommerce sites out there today? Let us know in the comments.

By: http://mashable.com/2012/02/09/ecommerce-search/

Facebook IPO: The Complete Guide

5 二月

Facebook took social media by storm on Wednesday after the company filed the preliminary prospectus for its long-awaited initial public offering. The company is seeking to raise $5 billion.

 

SEE ALSO: Facebook IPO: Reactions from the Social Web (and Zuckerberg)Still not sure what all of this means? If you haven’t already had a chance to read the document, we’ve embedded it below. For a breakdown on everything you need to know about Facebook’s IPO, read further.

 

Facebook S 1http://www.scribd.com/embeds/80163405/content?start_page=1&view_mode=list&access_key=key-x1m5pgmpecxg3zpxaeo 


Inside Look


Within the document, some huge numbers about the company were revealed — from 845 million active users, to 2.7 billion daily likes and comments.

After initial news of the filing broke, a more extensive look at the document reveals hard evidence of the company’s business, growth, competition and a bit about what’s in store for the future. Certain terms, such as “advertising” and “mobile” appear more than 100 times throughout.

 

However, there is one thing missing — Facebook did not include how many shares it plans to sell, or the price, but that information will be added before it hits the market, likely this May.

The several-hundred-page document is some heavy reading, but Facebook also used illustrative screenshots and diagrams to explain its business mission and how it plans to raise $5 billion.


Salary


 

Facebook CEO Mark Zuckerberg pulled in a base salary of almost $500,000, and COO Sheryl Sandberg and CFO David Ebersman both made $300,000 each.

However, these executives are earning a lot more than just their base salary. Sandberg was the highest-paid employee at Facebook in 2011, raking in a total of $30.87 million when you include stock awards.

Zuckerberg’s total earnings were $1.49 million — $700,000 of which was in costs related to private plane use “chartered in connection with his comprehensive security program and on which family and friends flew during 2011.”

However, since he owns 28.4% of the company, he is worth significantly more. Zuckerberg’s salary will fall to $1 annually, starting Jan. 1, 2013.

If Facebook manages to raise the $5 billion, it will be on a shortlist of biggest tech IPOs of all time, and Zuckerberg’s net worth will skyrocket.


Advertisers and Partnerships


Facebook announced it generates a “substantial majority” of its revenue from advertising, more specifically from its partnership with Zynga. The gaming company contributed 12% of Facebook’s $3.71 billion — that’s almost $500 million.

 

SEE ALSO: Facebook IPO Reveals How It Made $3.71 Billion in 2011The gaming company’s dependence on Facebook as a source of revenue has been commonly viewed as a risk for Zynga investors. But the Facebook filing shows just how interdependent the companies really are.

Some have claimed that online advertising — which is due to surpass print ads in the U.S. for the first time this year, according to eMarketer — is the real reason behind Facebook’s IPO.


Risk Factors


Risks with advertisers and partnerships are a few things that could “materially and adversely affect” Facebook. As required by law, the filing included a list of 35 things that could kill the company.

Ten big ones are below.

 

The comprehensive assessment includes potential issues, such as competition from Google, Microsoft and Twitter, as well as other social networks that may not even exist yet. The company also brings up common concerns of users, such as changes in U.S. government laws that would restrict access or bugs giving access to private information.


Social Mission


Within an honest assessment, there was also a letter from Mark Zuckerberg to potential shareholders that emphasized Facebook “was built to accomplish a social mission.”

 

By law, when the company officially goes public later this year, it is then obligated to create more value for its shareholders. This brings up the future of the company — where Facebook is headed five or ten years from now. It’s something yet to be fully grasped.

However, as we have previously noted, “Stocks perform over a long haul; not over days, but over weeks, months, years.” Although it’s much too early to know what the future holds for a public Facebook, this could potentially take social networking to a more professional level, outside of the “bubble.”

By: http://mashable.com/2012/02/03/facebook-ipo-complete-guide/#view_as_one_page-gallery_box4147

What’s next to Digital Coupons?

21 一月

Jeff Hudson is co-founder of Grocery Coupon Network, one of the leading coupon communities on the web. By aggregating the best digital grocery coupons and special offers from local and national brands, the company provides a reliable source for those looking to save money and time.

Couponing had seen unprecedented growth in the past decade due to a combination of factors — one of which was the economic recession in the U.S., combined with an increased consumer interest in mobile technology and devices.

Because of this, marketers began to heavily fund digital platforms. The coupon industry, specifically, saw record growth within the digital realm, and by 2010, SavingStar estimated that “49 million people used printable or digital coupons.”

SEE ALSO: HOW TO: Create and Distribute Effective Online CouponsThe benefits digital interactions offer coupon companies are vast. For starters, online couponing allows for great promotion and wider distribution for brands. It also provides companies with better reach and the ability to track consumer preferences and patterns. Data from Leo J. Shapiro and Associates determined that the digital coupon consumer base was primarily comprised of young married couples with disposable income. Groupon has targeted this demographic, lending digital couponing a social reputation.

Daily deal couponing continues to be a popular tool among consumers and marketers, and many major companies have implemented their own version of the trend.


What Business Owners Need to Know About Daily Deal Couponing


Although intriguing for consumers, daily deal platforms like Groupon have not always been beneficial for business owners, who often see a spike in business but little customer retention.

A Rice University study found that 66% of the 150 businesses surveyed reported that Groupon promotions were profitable. However, more than 40% of the organizations said that they wouldn’t run a Groupon offer again.

Daily deal platforms have revealed the social nature of contemporary couponing. For example, Cornell University reported that many Groupon users see themselves as “marketing mavens,” and “on the front edge of market trends and price information.”

Additionally, users claimed in the survey that they would not have tried a restaurant or store without a coupon offer. Contemporary couponing has highly influenced social branding, greatly increasing the popularity of daily deals.

1. Social Leads to Social Sharing

The social, daily deal strategies made popular by sites such as Groupon and Living Social have certainly spawned many copycat initiatives within the digital couponing realm.

One such example is SocialTwist, a platform that states it “allows users to share in order to receive a better bargain.” Basically, consumers can turn a $1 coupon into a $4 coupon simply by sharing it with four other people.

This method will likely continue to increase in popularity in 2012 — we already saw evidence late November 2011, when Foursquare announced it would incorporate a new “social sharing” button on its site.

2. Getting Mobile-Ready

Given these newer strategies, companies are mobilizing their virtual and physical platforms to better reach and retain these social, mobile customers. Most companies are aware that their mobile presences have to be dynamic and user friendly. With roughly 91% of the population using mobile devices and 26.3% accessing the Internet, it is important to have a mobile site for on-the-go reading and utilization.

Additionally Google reported that 95% of smartphone users have searched for local information, proving that location-based, deal searching is vital to digital couponing.

The same study found 38% would use a mobile device to find a store location, 34% to compare prices, 28% to research deals and coupons, and 27% to find a product review.

3. Resolving Mobile Couponing’s Redemption Pitfalls

Mobile couponing, an obvious extension and result of digital distribution, has been popular despite its “mechanical” issues. With the rise of digital coupons, there was also a surge in consumers who used their mobile devices to reference coupons visually on their smartphones. Unprepared for this development, the redemption process, such as the scanning of digital coupons on mobile devices, has proven difficult until recently.

“Mobile coupon redemption has always struggled with ensuring a seamless experience at the point of sale,” says reporter Steve Smith. So, business giants like Walgreens are “retraining salespeople to handle the process and equipping stores with hardware that can recognize 2D codes on LCD displays.” This nationwide initiative was just launched and underwent testing during the 2011 holiday season.

Walgreens released an app for iOS, BlackBerry and Android, which includes a new coupons section that issues up two to three new exclusive weekly deals for customers using the mobile apps.

Rich Lesperance, head of digital marketing and merging media for Walgreens, told Media Post that “the program is the largest deployment of in-store mobile coupon scanning of which he is aware.”


Looking Ahead to the SoLoMo Strategy


In short, the “social-local-mobile” trend is the next cutting edge move for digital businesses, and a necessary consideration for coupon brands. SoLoMo gets specific when it comes to targeting your ideal market and allows your ideal consumer to find you. The combination is a win for both parties, as well as the logical next step for consumer activity based on current digital engagement.

By: http://sebastianmourra.com/2012/01/19/what%E2%80%99s-next-for-digital-coupons/

12 Google+ Marketing Tips From the Pros

28 十二月

social media toolsAre you struggling to figure out how to market your business with Google+? Looking for some tips and ideas? You’ve come to the right place.

We asked 12 experienced social media professionals to share their best tips on Google+ for business with you.

Here are 12 ways you can use Google+ to promote and market your business.

#1: Personalize your page URL

Ben Pickering

Ben Pickering @bpicks

Carly Simon’s 70′s hit “You’re So Vain” gave vanity a bad name. But using a so-called “vanity URL” can be a smart move when it comes to your online presence.

While Facebook allows page owners to create vanity URLs of the structure facebook.com/YourName, Google does not currently do the same.

By default, Google+ page URLs look like this: https://plus.google.com/103145815507039304597/posts. It seems likely that at some point Google will allow for personalized page URLs, but until they do, there is a service that can help.

At http://www.gplus.to/, you can create a custom URL like http://www.gplus.to/strutta, which will redirect a user to your page. This link is more user-friendly and branded for your business or organization. When it comes to branding yourself on social channels, a little vanity is OK!

gplus

Create your vanity URL for your Google+ page.

Ben Pickering, CEO of Strutta.

#2: Craft an eye-catching mini-bio for your hovercard

Mari Smith

Mari Smith @marismith

Get creative with your “Employer” field and use that to craft an eye-catching “mini-bio.” This then shows in your hovercard, which is often the only information someone on Google+ has in front of them to decide whether to circle (follow) you or not.

Make it really easy for more people to circle you by having a bio somewhat similar to what you may have on Twitter.

The field is not obvious at first, but it’s under the “Employment” section and has to be your current employer. You have plenty of characters to write what you wish there. I would caution against writing something like “self-employed,” as shown in the screenshot below—that doesn’t really tell anyone anything about you.

I’ve written a bio similar to the one I have on Twitter and included a link—though it’s not clickable.

what not to do

Don’t do this.

hovercard

Do provide an interesting mini-bio to appear on your hovercard.

Mari Smith, a widely-recognized social media speaker and trainer, author of The New Relationship Marketing, and coauthor of Facebook Marketing: An Hour A Day.

#3: Create a great first impression

kristi hines

Kristi Hines @kikolani

I think one of the most important things that businesses need to do with both their personal profiles and Google+ pages is fill out all of the details. Don’t think of Google+ as just another social profile. Think about it as your first contact point with a new client.

With that in mind, make sure you have a great description in your introduction, all of your contact details, and links to your most important online properties including your website, top pages on your website (products or services), blog and main social profiles (Twitter, Facebook and LinkedIn). Also be sure to use the photostrip underneath your headline to display the photos that best represent you and your brand.

G+ description

Add a compelling description and all useful contact information.

Kristi Hines, author of the popular blog, Kikolani.

#4: Promote your Google+ page

Debbie Hemley

Debbie Hemley @dhemley

It’s important to remember to promote your Google+ page from your website and other online presences. A recent BrightEdge study  found that of the world’s top 100 brands that had scurried to create a Google+ business page, 61 of them had not displayed a link from their website to their new Google+ page.

Businesses should tap into features such as Google Badges. To do this, you need to sign up at the Google+ Platform Preview and then create and customize your badge at the Google+ configuration tool page. The page will generate a script that you’ll code into your website to enable and display the badge.

SME badge

Check out Social Media Examiner’s Google+ badge in the sidebar to the right.

I’d also suggest adding the +1 button to your company’s website or blog, which allows visitors to recommend it with a single click. HubSpot reported that websites that use Google’s +1 button generated 3.5 times more traffic from Google+ than websites that don’t have the button installed.

You can read more about my tips in my post, “The Marketer’s Field Guide to Google Plus Business Pages.”

Debbie Hemley, social media consultant and blogger.

#5: Create a suggested circles list

Jeff Korhan

Jeff Korhan @jeffkorhan

My favorite Google+ marketing tip is to create a prioritized list of suggested circles you should be placed in at the top of the About tab of your profile page, both for your business and personal profiles.

Visitors can then quickly and easily determine your business focus, which will encourage further exploration of your descriptive bio or company introduction, and lead to more connections.

circle

Jeff gives his audience suggestions on where to place him.

Jeff Korhan, professional speaker, consultant and columnist on new media and small business marketing.

#6: Leverage photos to connect with your audience

Jamie Turner

Jamie Turner @AskJamieTurner

If you’re like a lot of people, you’re using Google+ as a tool to build awareness for you or your business. If that’s the case, you may want to update your Google+ profile to include photos that provide helpful facts and figures about your industry.

In my case, I wanted to provide my Google+ followers information about social, mobile and digital media. I did this by creating graphics that were 720 x 720 pixels and uploading them to a scrapbook on my Google+ profile.

google+ photos

Check out how Jamie used the Google+ photo feature.

The result is that visitors to my profile are greeted by 5 short factoids about marketing. This is helpful to my followers and also positions me as a thought leader in the industry.

Jamie Turner, co-author of How to Make Money with Social Media and Founder of the 60 Second Marketer.

#7: Establish your presence and wait for your audience

nichole kelly

Nichole Kelly @Nichole_Kelly

Depending on what business you’re in, it’s quite possible that your audience isn’t actively using Google+ yet. This represents both a challenge and an opportunity.

The challenge is to find time to be engaging and relevant on yet another social network. The opportunity is for you to establish yourself as a thought leader in a space where your competition may not be actively participating.

To balance resource constraints with opportunity, I recommend that businesses establish their presence and listen for openings to engage. When you start seeing your audience adopting Google+, take the time to recognize what they like about the platform that they aren’t getting on Twitter, Facebook or LinkedIn.

Rather than trying to figure out how to do everything on Google+ that you’re doing on other social networks, look for how Google+ can help your business fill a unique need for your audience and build a strategy around that.

Nichole Kelly, publisher of FullFrontalROI.com.

#8: Get to know your audience on Google+

Stephanie Gehman

Stephanie Gehman @airport_girl

When considering your content for the Google+ platform, remember that although there may be some overlap with other social media, this is a new and different platform and potentially an entirely new and different audience.

Get to know them by asking questions, polling, sharing content and interacting. Do not presume that what works for your business on more established social channels such as Twitter and Facebook will have a cookie-cutter fit with your Google+ audience. Tailor your message and content to their needs.

Stephanie Gehman, marketing manager for Harrisburg International Airport in Pennsylvania.

#9: Use brand micro-circles for repeat business

Carla Dewing

Carla Dewing @CarlaDewing

To get the most out of Google+, concentrate on creating circles on a micro level. Work on a business-by-business basis, adding names to client businesses and brands, each of which has their own circle. You can also add names to “influencer” circles, which will help you connect with people in your field whom you want to meet online.

Using Google+ as a business knowledge base improves communication with your clients and your project management ability as you chat, video-conference and connect with new people through these micro circles.

Segmentation and attention are often vital when you’re shooting for repeat business. Google+ has handed you a way to do this neatly and efficiently, without having to use multiple platforms or media!

Carla Dewing, content marketing expert and part-owner of Contrast Media.

#10: Capitalize on Google+ search to show you’re there

Jason Miller

Jason Miller @JasonMillerCA

Search Google+ for mentions of your brand and industry-related keywords. Save your searches and they will appear on your left sidebar for quick reference. Monitor your saved searches daily and respond to mentions, comment on threads and reshare people’s posts.

search

Use the Google+ search feature and save your searches.

Even if you have nothing to say, a +1 lets them know that you’re paying attention, as a great social brand should be.

Jason Miller, Programs Manager, Social Media & Content at Marketo.

#11: Use Google+ hangouts to communicate with customers

Tom Martin

Tom Martin @TomMartin

Brands should be looking forward to hanging out on Google+.That’s right. No key benefit required, just communication. The power of the hangout is truly (for me at least) THE big differentiator of Google+ over other social platforms.

Need some insight into how consumers are thinking? Ship a bunch of them a bag of M&M’s and a calendar appointment for your next focus group.

Want to make your consumers feel special? Call them with an invitation to hang out with someone interesting: your CEO, a famous spokesperson or maybe the head of product development. No script, no questions. Just a chance to talk with someone they’d really like to meet.

hangout

Invite your customers to hang out with you and make it interesting.

Or best of all, be the campfire that your customers want to visit and teach your customer (who probably doesn’t have a clue about Google+, much less a hangout) how they can get on Google+ and join a hangout to meet with other like-minded folks and make new friends who share a common interest. The list can go on and on, but suffice it to say, the ability to create real-time, multi-user video chats is ripe for innovative marketing.

Tom Martin, founder of Converse Digital.

#12: Join others’ hangouts

 Marc Pitman

Marc Pitman @marcapitman

If you’re really going to learn how to effectively use hangouts, you’ll need to participate in some (as a person, not really as a marketer). Taking the time to learn the norms of hangouts will make your first hangout as a business far more successful. If you use the Chrome browser, there’s a plugin called “Hangout Canopy” that allows you to see what live hangouts are happening at any given moment. (Go here for more on how to hold a hangout.)

Marc Pitman, author and speaker dedicated to making it ridiculously easy for people to get nonprofit fundraising training.

By: http://www.socialmediaexaminer.com/12-google-marketing-tips-from-the-pros/

Near Field Communication: A Quick Guide to the Future of Mobile

11 八月

Before it became a hot topic sometime early last year, few civilians had come across the term “near field communication” (NFC). Corporations, however, had been excited about the technology’s potential since at least 2004 — when Nokia, Sony and Royal Philips Electronics founded the NFC Forum. Samsung, Motorola, Microsoft and more than 140 other organizations all joined the party shortly after.

NFC allows a device, usually a mobile phone, to collect data from another device or NFC tag at close range. In many ways, it’s like a contactless payment card that is integrated into a phone. In other ways, it’s similar to Bluetooth, except that instead of programming two devices to work together, they can simply touch to establish a connection.

So why are some of the world’s most influential companies so excited about it? We’ve compiled notes on what NFC is, why its useful and how it’s starting to permeate the product world.


How Does NFC Work?


NFC devices share a core technology with RFID tags, contactless payment cards and inductive-coupling. In the words of the NFC Forum, “loosely coupled inductive circuits share power and data over a distance of a few centimeters.”

According to the Forum, NFC can operate in three modes:

  • Reader/writer mode: A reader/writer can collect and write information on a smart tag. “The tag is essentially an integrated circuit containing data, connected to an antenna,” explains a white paper from NFC-developer Innovision.
  • Peer-to-peer mode: Two NFC devices can exchange data between each other.
  • Card emulation mode: An NFC device appears to a reader like a contactless payment card or contactless transportation card.

What Can NFC Be Used For?


Personal Rosetta Stone Image

  • Transportation: NFC works with most contactless smart cards and readers, meaning it can easily be integrated into the public transit payment systems in cities that already use a smart card swipe.
  • Ease of Use: Unlike Bluetooth, NFC-enabled devices don’t have to be set up to work with each other. They can be connected with a tap. If NFC-enabled phones become prevalent, you’ll likely be able to initiate a two-player game by touching two phones together. You’ll be able to link a headset to your phone or print a photo just by touching your device to a printer.
  • Smart Objects: NFC can have similar applications as bar codes do now. You can put one on a poster and let pedestrians scan it on their phones for more information. But being able to add more information to any object by integrating a tag has led to some interesting applications that go far beyond billboards. A company called Objecs, for instance, sells an NFC tablet for gravestones. Touching an NFC-enabled phone to the Personal Rosetta Stone provides additional information about the deceased.
  • Social Media: Before Foursquare took off, a German company called Servtag was working toward a similar concept for NFC-enabled phones called Friendticker. The company applied more than 250 NFC-tag stickers at various locations in Berlin that users would swipe their phones past in order to alert their friends that they were “checked in” at that location.

While Foursquare may have stolen the thunder for location-based networking, there are still plenty of social media applications for NFC in the works. In 2009, a German university (Technische Universität München) submitted a prototype to the NFC Forum competition that integrated with Facebook. The application, NFriendConnector, allowed people who met in a physical space to exchange profile data through their phones. Their respective statuses would automatically be updated (for example, “I just met so and so”), and they could choose to include their location (“I just met so and so at this bar”). Instead of stalking a new acquaintance’s profile after a night out, this application provides an option to run a matching method based on variables the user provides (such as interest, dislikes and hobbies) while still chatting with them in the bar.


What’s The Fuss About Mobile Payments?


In the news, NFC is most often discussed in relation to mobile payments or “the digital wallet.” Unlike many other wireless technologies, NFC has a short range of about 1.5 inches. This makes it a good choice for secure transactions, such as contactless credit card payments.

Credit card companies, mobile network providers and startups are all gunning for the opportunity to facilitate digital transactions when NFC-enabled phones become widely available.


What Major Players Are Interested in NFC?


Isis

  • Google: In May, Google revealed a contactless payment system called Google Wallet. Citi, MasterCard, Sprint and First Data partnered on the effort to make an app that enables mobile payments and loyalty cards using NFC. At first, it will support Citi MasterCard and a Google prepaid card and be compatible with the Nexus S 4G.
  • Amazon: Amazon is also exploring an NFC-enabled mobile payment system.
  • Apple: One of the most popular Apple rumors of late is that the iPhone 5 will be NFC-enabled. The same rumor turned out to be false regarding the iPad 2.
  • Microsoft: Not one to be left out of a party, Microsoft is also rumored to be planning NFC capabilities for its next phone releases.
  • PayPal: The company has partnered with Bling Nation, a Palo Alto startup that has been installing contactless payment terminals at local merchants since 2008. When users attached an NFC-enabled sticker to their phone, they could swipe to make payments and receive rewards. Previously, Bling Nation users were paying from accounts at partner banks. Since last summer, they’ve also had the option to pay using their PayPal accounts.
  • Credit card companies: Contactless payment stations that use cards can easily accept payments that use NFC as well. Thus, pretty much every major credit card company that has started the process of distributing payment stations to provide tap-and-go payments using cards is also interested in NFC-enabled payments.
  • Mobile phone providers: Verizon, AT&T and T-Mobile partnered to launch an NFC contactless payment network called Isis last year. Initially, it was partnered with just Discover. Since then, Visa, MasterCard and American Express have signed on.

Ultimate Blogger’s Guide to Search Engine Optimization

9 六月

In the competitive world of search engine optimization (SEO), your business blog is a critical tool for your success.

Why is blogging so important to your search engine visibility? Because search engines serve up web pages—not websites—when people ask a question. And here’s the important part:

Every blog post is a new web page and every web page is another opportunity to rank well for another search term.

einstein theory

More groundbreaking than E=mc2!

In other words, every time you blog on a subject you want to rank well for, you create another opportunity for your best prospects to find you.

What You Need to Get Started

There are three things required for you to succeed in your business blogging:

  • Use the right blogging platform. While I don’t believe that you can’t succeed using platforms such as Joomla, Drupal or TypePad, my recommendation for blogging is WordPress. It’s powerful, easy to learn and has plenty of SEO plugins that increase your chances of topping the search engine results.
  • Own your domain. Don’t run a business blog from an address like mycompany.typepad.com or mycompany.wordpress.com. When you do that, you’re just building up trust and inbound links to someone else’s property. You want to blog from your own property, such as mycompany.com/blog or mycompanyblog.com. This is also critical in case you ever decide to move to another blogging platform as it allows you to retain all the inbound links you’ve gathered over the years.
  • Be committed. Blogging success doesn’t happen overnight; it’s not like pay-per-click (PPC) advertising where you can immediately appear on the first page of Google. However, it also lasts a lot longer. PPC ends the day you stop paying, while my company has blog posts written years ago that still deliver hundreds of new leads each month. That’s great ROI!
top 10

Posts from as far back as 2006 still drive thousands of new visitors each month to our company blog.

What Affects Your Search Engine Ranking?

All search engines have a unique algorithm for determining how relevant your blog post is to a given query. To oversimplify this process, it comes down to two main factors:

  • On-page optimization: how the words in your post match up with the search that was just done, and
  • Off-page optimization: how many quality inbound links you have (links from other websites, blogs, directories, etc. to your blog post)

How to Improve Your On-Page Optimization

If you want to create content that’s relevant to your business, answers your prospects’ questions and helps you rank higher, there’s a simple three-step process to help you get there:

1.     Brainstorm your keyword phrases. Whether you do this by yourself, include co-workers or survey your current clients, you should start by brainstorming as many keyword phrases—the words you want to rank well for or you believe your prospects are searching for—as you can.

2.     Test your beliefs. Too often we think we know what our prospects are searching for, but we’re off the mark. If you’re blogging about divorce lawyers and everyone out there is searching for how to save my marriage, you’re not helping anyone.

You’ll want to use keyword analysis tools like Raven Tools, Keyword Discovery or Google Adwords Keyword Tool to help you determine what people are searching.

All of these tools work in a similar fashion: they determine how many people are searching for your phrases, and how much competition you have for each phrase. You want to first target the phrases that have good search volume, but maybe don’t have as much competition.

find keywords

Bacon queries at Google Adwords Keyword Tool.

found keywords

The keyword phrases most likely to bring home the bacon for your business. #groan

3.     Start blogging! Running sneakers gathering dust in your closet don’t make you fit, and keywords you’re not using won’t get you good rankings. Start creating new blog posts of 300–700 words 2–3 times a week.

Blogging for Search Engine Success

While knowing what keywords to target is half the battle, here are a few tips to maximize your results:

  • Start your post title with your best keywords. Page titles are the most important variable in how well you’ll rank. Search engines give more weight to the first three or four words in your title, so you’ll get better results from titling your post Super Bowl Commercial Reviews: The Best and Worst Ads, as opposed to What I Thought of Last Night’s Super Bowl Ads.
  • Use your keyword phrase through the body of the post. Try to use your phrase in the first sentence or two, and then a couple of more times in the post. Put it in your meta-description, the meta-tags, the image alt-tags, the post tags and anywhere else that seems appropriate.
  • Link to appropriate pages on your website. If you’re blogging about the boots some B-list celebrity wore on some reality show last night, make sure you link the boot name to the page on your website where they can buy those boots. If you’re blogging about how to retain employees, make sure you link “employee recognition” to your page on employee reward programs. This will help increase the search visibility of your web pages; just make sure you link your keywords, not “click here” or “learn more.”
booties

E-commerce sites can benefit from blogging around their customers’ interests.

SEO Tools and Plugins

Here are a few tools to help you create posts that will rank well and attract qualified clients to your blog:

Keyword Questions: Struggling with blogger’s block? This tool from WordTracker returns popular search engine queries based on your keywords.

zombies

Each result is another post for your blog.

All In One SEO Pack: One of many plugins that improve your blog’s optimization, this is the one I use on my own web marketing blog. This plugin allows you to easily add unique meta-descriptions, meta-tags and titles to each post, improve the page title format and reduce the chances that the search engines will get confused by duplicate content on your blog.

all in one

Use SEO plugins to improve your titles and meta-information.

Scribe SEO: Scribe is a plugin for WordPress that requires a monthly fee. Once installed, you can run keyword analysis on each post from directly within the admin. Scribe will also score your blog post before you post it, and suggest improvements.

scribe

Scribe shows you where you can improve.

It will also suggest other blog posts and social media resources that may be sources of inbound links to your post.

Off-Page Optimization

As mentioned earlier, the other half of the search engine equation is inbound links: links from other web pages to your blog posts.

Search engines see inbound links as “votes of confidence.” The more quality incoming links, the more confidence that the search engines have that you’re providing a valuable resource to their searchers.

Not all inbound links are created equal, however. There are a number of variables that affect how important each link is.

  • The linking site: sites deemed trustworthy will provide more value than new or untrustworthy sites.
  • The number of links on the referring page: each page has a limited amount of “link juice” to pass on. If you cut a pie into four pieces, everyone gets a good-sized piece of pie. If you cut that pie into four hundred pieces, everyone goes home hungry.
  • The context of the linking page: If you’re blogging about burritos, a link from a taco blog will give you a bigger boost than one from a bicycle blog, all other things being equal.
  • The anchor text: the words in the link are critical.

Admittedly, you often won’t have any control over these variables, but Google and Bing take them into consideration. Which begs the question…

How Do You Get More Incoming Links?

Ah, I thought you’d never ask. The obvious—and aggravating—answer is create quality content that’s valuable to your audience. If people find your content valuable, they’ll share it and link to it.

That being said, here are some techniques for getting more inbound links:

Videos make how-to posts even more link-worthy.

  • Guest blog: Blog at a related blog—bonus points if it’s more well-read and influential than your own! From your guest post you can create keyword-rich links to your blog or website. If you’re not sure where to start your guest blogging, check out My Blog Guest, a marketplace for guest blogging.

In conclusion:

  • Perform a keyword analysis to know which keywords will drive qualified traffic to your site.
  • Put your keywords in your titles, content and throughout your post.
  • Create content that will encourage people to link to your blog.

By: http://www.socialmediaexaminer.com/ultimate-bloggers-guide-to-search-engine-optimization/