Was at a BBQ last night here in Palo Alto and a few FB folks were there – we got to discussing the major issue swirling marketers globally that FB has dramatically changed their EdgeRank algorithm to the News Feed, which has seen organic reach of brands’ page post decline to 2% or less.
One of the FB guys referred me to this official blog post. https://www.facebook.com/business/news/Organic-Reach-on-Facebook-UK
The reality is FB are just moving to a paid platform model. FB should not be likened to Google but rather a TV network like CBS, CNN or Fox. They are all about advertising and not organic.
Basically, FB are saying investing in creating page posts for your brand is meaningless unless ad dollars are spent on FB promoting it. They want you to think about diverting money spent on content production for FB to using the Click to Website Ads in the RHS Rail of Facebook
I’ve been consoling our clients saying not to worry too much for their under-performing Facebook Content Strategy. It was arguably people aren’t reading Facebook posts they were sharing. I’ve always been a sceptic of Facebook as an organic content platform and thanks to Facebook for confirming my long held suspicion!
I regularly inform clients part of the optimization of websites requires design changes from adding new colors to home pages, level 1 & 2 sections within the site, changing buttons or extending pages with content. We change design components linked to content on our clients sites no less than once a month. We like to use real life examples. Several weeks ago in New York the Empire State Building had it’s Easter colors lit up. Completed in 1931, it’s using the color technique to stand out in the crowd. Simple but effective.
I clocked the Google self driving car at 75 miles per hour earlier today on the US 101 heading South around Redwood City. The speed limit is 65 miles per hour. Please slow down! It’s not a good look and very dangerous. Ironically, earlier today, I read of the $1.2B settlement between the Justice Department and Toyota which includes an admission by Toyota that it misled American consumers about two different problems that caused cars to accelerate even as drivers tried to slow them down.
With Apple CarPlay, and a host of other vehicle IP enabled technology (think Tesla), the automotive is now a driving computer. Let’s just not forget there are humans driving on the same roads particularly when the Google self driving car speeding today was a Lexus and that if you didn’t know is a Toyota brand of car! The Lexus ES350 model was one of the cars reported as having “unintended acceleration” issues that resulted in crashes!
Twitter remains very interesting to website publishers from a content optimization perspective. It’s not widely known that Twitter has a search crawler. Like traditional meta tags, web publishers can now place Twitter Meta Tags on their websites. Once you have loaded the tags onto your website, you can validate them at https://dev.twitter.com/docs/cards/validation/validator
At a basic level, website optimization is about including keywords across meta tags, body copy and links on a website to rank highly in search engine results pages. Yet social media doesn’t work this way, rather the more ‘shared’ or ‘liked’ a piece of content, video or image becomes, the greater the effect of social media optimization.
I love this image below from Upworthy.com which shows their new metric called “attention minutes”. Their study found users with 25% of the average attention minutes on an article actually shared it more than those who spent 100% of the average attention minutes on the article.
The point is that people share an article more if they engage with it less. They read headlines, think it’s going to make them popular and then repost, retweet, like and share it – without even reading the entire information. Are you one of those people?
The winds of change are blowing through Silicon Valley. Clients are compelled to understand how to integrate Facebook, Twitter, Pinterest, Google+/Google Authorship and extend Search Engine Optimization by harnessing Social Media Optimization. It’s pretty simple. You have to a) set up accounts for your corporate digital assets at Facebook, Twitter, Pinterest, Google+ and b) inter-link content, pictures, tweet, posts between each social media property and c) add new content and links atleast weekly.
Like any assets, the running costs of maintaining social media optimized websites is largely the variable cost of content production. Most clients find it hard to create original content faster for social media than a corporate website. So the economics are not only monetary but intellectual – that is, can you or your content contributor think of a good idea for an article, post, pin, tweet, picture, etc. That is one of the reasons clients work with us as SearchForecast provides ideas around new keyword discovery and help clients with a word analytics solution to measure word appearances, frequency and rank of words on websites.
I had the pleasure of being invited to The Chief Digital Officer Global Forum at the Rosewood Hotel on Sand Hill Road in Menlo Park last week to hear Adam Bain, Chief Revenue Officer of Twitter. It was a fantastic presentation and really showed how Twitter is moving the needle for television broadcasters and advertisers.
Adam explained how a piece of content like a TV show has greater impact when coupled with Tweets from users watching the show and simultaneously using Twitter. Put simply, Twitter is borrowing from Newton law of Force where Mass = Force X Acceleration.
It makes a ton of sense too as the further the time goes out from a piece of content (TV show) the less impact of the Force as the mass of tweets and the Acceleration decreases as less people share it. Yet, the impact of Tweets on Mass (thinking branding awareness and recall impact) is unquestionable and advertisers should be very excited and embrance Twitter for television campaigns.
On Monday, September 23rd, Google made secure search the universal default. The Hummingbird algorithm update means that 100% of Google searches are now secure and Google Analytics will no longer provide user search query data to correlate keywords with site visits, revenue, and conversions.
SearchForecast has created content roadmaps and added tens of thousands of content pages on client websites. Our client benefit from Word Analytics.
SearchForecast advises clients on how to optimize images across their site. Our SKUmatic solution helps clients optimize product images on Facebook for social media optimization. We have been helping clients understand Google+ and how to leverage Google’s social network for optimization of blogs and verified content via Google Authorship.
In a recent study, published on the Cornell University Library on what makes images go virual on Google Plus, there’s some insights I wanted to share:
1. Posts with fewer than 75 plusoners are more likely to contain images whereas posts with more than 75 plusoners are more likely to be text only.
2. Vertical images tend to be more viral and horizontal ones as they are more likely to contain a portrait of a celebrity than horizontal images.
3. Animated images are more likely to be re-shared while static images are more likely to be replied to or plusoned.
With every smart phone a camera for humans to express themselves and converse more in images, the importance of image optimazition is increasing.
After many years of keeping our SEO tools behind locked doors, we will be launching our Keyword Density and Content Optimization Solution shortly.
Over the past 10 years, our methodologies, software development and proprietary logic in website content optimization has empowered hundreds of organizations globally to rank higher in search engines.
SearchForecast exists to streamline keyword discovery for website marketers and empower content contributors with editing tools to create keyword rich online content. Traditional content management systems have limited capabilities for keyword harvesting, selection, on page management – all vital in the process of search engine optimization.
Stay tuned as we’ll be launching this platform soon…. a sneak peek below.