How Does Google Rank ‘High-Quality Content’?

High Quality Content

What does it mean to create high-quality content in the eyes of Google developers? Until recently, this was a fairly difficult question to answer.

Last month, Google released several developer guides for “high quality documentation”.

  1. Developer documentation: https://developers.google.com/style/highlights
  2. HTML/CSS: https://google.github.io/styleguide/htmlcssguide.html
  3. Javascript Style Guide: https://google.github.io/styleguide/javascriptguide.xml
  4. Java Style Guide: https://google.github.io/styleguide/javaguide.html

These are just a few of the guides developers use internally to rank relevant content. They do not present a strict code, but rather helpful tips for creators looking to produce valuable content to users.

Do More of This

  • Friendly tones with a clear purpose
  • Be knowledgeable of search user’s needs without sounding academic
  • Standard grammar
  • Clear, concise sentence structure
  • Proper use of number and bullet lists
  • Use credible links

Do Less of this

  • Buzzwords
  • Slang
  • Exclamation points
  • Redundancy

The key to ranking highly on Google will always be providing the most valuable content to users. Use these guides as additional resources to improve ranking performance.

Introduction to Facebook Advertising

If you are unfamiliar with Facebook advertising, it may seem like a daunting challenge to tackle. There is certainly a lot of information to understand to be effecting in your efforts. We hope to break down the different parts and make the challenge more manageable. Understanding Facebook advertising will ensure an increase of consumer attention on your company’s brand, service and/or products.

Targeted Ads

Targeting can be extremely effective. According to Facebook statistics, targeted campaigns on the platform are roughly 89% accurate. This greatly succeeds the average online accuracy of 38%.

The key is to know your customers. There are billions of active Facebook users. Not all of them will be interested in what you have to offer. Knowing your customer demographics and their interests will greatly increase the likelihood your ads are placed in front of high intent users looking to buy.

This is how Facebook breaks down how to target customers:

  • Saved Audiences
  • Custom Audiences
  • Lookalike Audiences

Insights and Analytics

Facebook provides powerful analytic tools, and using them effectively will help reach maximum engagement on posts.  The page insights tool shows how well a campaign is performing and effecting the page.

Data Metrics Include but are not limited to:

  • Followers
  • Likes
  • Reach
  • Views
  • Post reach
  • Overall engagement

Create a plan

With no clear-cut strategy, it is difficult to identify segments you want to target. ADFly uses a three-pillar approach to content posting.

  1. Brand 
  2. Community
  3. Promotion 

Using the strategy consistently will lend itself to insights on the consumer and grow your audience through refined targeting.

 

Master Social Media for Your Business

Somebody finally convinced you that social media should be a part of your digital marketing campaign. Now what?

You are behind the curve, but there are simple tactics that can help you get your campaigns off the ground and looking professional.

(Here is how ADFly suggests getting started: Social Media Marketing: Getting Started.)

There are more than sixty existing social media sites available for use. It’s time to decide which ones are best suited for your company.

Here is an overwhelming list of social sites: 60+, good luck.

Understanding the Top Social Media Sites

Let’s start with the largest social networking site in the world:

Facebook

Launched in February of 2004, Facebook changed the way the world did social networking.

  • Over 1 billion active users
  • More than 50% of users login once per day
    • The average time spent on site by these users is roughly one hour.
  • Significant resource for accessing demographic data related to your potential customer

User’s are on Facebook to share updates, engage, and connect with people or things that are important to them. It is key to appeal to these interests.

What do people want to see on Facebook?

  • Video
    • In November of 2015, nearly 8 million videos were being viewed per day. That number is growing.
  • Photo’s
    • Posts with photo’s get about 40% more engagement than plain text.
  • Concise Wording
    • Posts with less than 250 characters typically perform at a higher level

Instagram

This platform was originally launched as a unique social networking platform for photo and video sharing. It has recently become part of the Facebook empire.

  • Over 400 million active users
  • The top users are 18-29 years old
  • More than half of the users access their account at least once per day

What do people want to see on Instagram?

  • High quality photos and videos
    • This hasn’t changed since its launch in 2010
    • Emphasize quality and relevance to your audience
  • Regular updates
    • Create a consistent schedule so people become used to engaging in your content
  • Likes and Comments
    • Give to receive
    • Like and comment on other company pages (or personal) that are relevant to your industry
      • You will likely grow your audience– at the very least maybe you open up a dialogue

Helpful tip: The Hashtag (#)

  • Posts containing hashtags receive almost 13% more engagement

Twitter

Twitter is still one of the top social networking platforms in play today.

  • 328 million active users
  • Over 80% of users access the site via mobile (importance of mobile optimization).
  • By the end of 2016, nearly 70% of companies with 100+ employees used Twitter for marketing

What do people want to see on Twitter?

  • Replies to comments
    • 77% of users feel better about a brand that had timely reply to comments and questions
  • Images
    • Posts with images receive double the engagement
  • Concise, attention-grabbing posts
    • Twitter allows 140 characters (now 280 for some) per post.

What to do now

These are only a few of the top social media sites you and your company must understand/utilize in a digital marketing campaign.

Here’s what to do now:

  1. Research the best social platforms for your business.
  2. Experiment and figure out how customers want to interact with your brand socially.
  3. Ask customers what they want.

How to set up Ad Extensions

Ad Extensions are a great way to customize your ads in google to add a location, business hours, the ability to call, and more.

Sitelinks Ad Extension:

These are the links that show up under the main link to a website and add a professional look to the site. They also enables site users to visit links based on their specific need.

            Link Text:

The text you want to appear for your link. Try to keep it short and relevant.

            Description Line 1:

The description for the link. For an example, if you were creating a link for a painter and the link is Services. Have a description of “Painting, Staining, Varnishing, Etc.

            Description Line 2:

For this description, ADFly likes to use something that expands on the link. Still using the painting example ADFly would put something like “Friendly Contractor Near You!” or. “Residential Home Painting”

            Final URL:

This is the page that you want the searcher to go to. Make sure that you put the link exactly as it should be.

 

Call Ad Extension:

When you Google something and can make a call to the business is a call ad extension in use. It can significantly increase your conversion rates. It makes things very easy for the user. All you must do is enter the phone number you want to be called. ADFly likes to use at least 4 call extensions.

Callout Ad Extensions:

Callout ad extensions let you include text to show more detailed information about your business, products, and services. Keep them short if you plan on using more than one. Shorter text means more callouts can show in your ads. Have your callout text be something relevant to the number. If the number was a painter and the offer free estimates have the text be “Get Your Free Estimate.”

Structured Snippets Ad Extension:

Structured snippets ad extensions highlight specific aspects of your products and services. Adwords offers a list of headers:

  • Amenities
  • Brands
  • Courses
  • Degree programs
  • Destinations
  • Featured hotels
  • Insurance coverage
  • Models
  • Neighborhoods
  • Service catalog
  • Shows
  • Styles
  • Types

Pick a relevant header, then add values. For example, if your header was services, and the ad is for a painter, put a list of their services in the values column (exterior painting, interior painting, staining).

Location Ad Extensions:

Location ad extensions help people find your location by showing your ads with your address, a map to your location, and the distance to your business. People can then click your extension to get more details about your location, which includes the most relevant business information all in one place. Location extensions may also include a phone number or call button so that users can easily call your business.

To add in location extensions you first need to enter them into your Google my Business Account. Then review the Adwords to add the extension to your campaign. Linking Adwords with Google my Business Account will sync information such as, hours, location, and phone number like the picture below.

 

Does Social Media Engagement Impact SEO Rank?

There has been a lot of debate on this topic over the years.

The answer: Yes. But maybe not in the way you think.

Here’s Why

Studies by Moz Marketing Company have found a strong correlation between high organic search rankings and high engagement ratings on Facebook.

They conclude that the relationship between the two have to do with machine learning (systems in place to rank the most relevant content on search engines and social sites). These systems are programmed to reward high engagement with increased visibility.

Why?

Search engines like Google and social sites like Facebook strive to put the most popular and relevant content in front of consumers. The algorithms measure engagement as a way to benchmark how relevant content is to consumers. Essentially they are asking, “Are we putting the right information in front of the right viewers?”

What factors determine relevance?

Google uses a multitude of metrics in their ranking algorithm; Perhaps the most important is click-through rate (CTR). The top five Google search results may all contain relevant information to a searcher. However, CTR indicates where each site should be ranked based on actual value added to the user.

Facebook does something similar, however their algorithm is based on engagement metrics such as likes, comments and shares. When a piece of content starts to develop traction on these metrics, Facebook starts to reward it with more visibility.

How to capitalize

High social engagement correlates strongly with high organic search CTR

So…

Turn your best social content into web content and best web content into social content. It makes sense that content that performs well organically will also perform well in paid advertisement form. If people like a post/article and the topics covered, adding advertising dollars will simply increase the audience.

The key is quality content that increases the likelihood of user engagement.

Social Media Management Tools

Social Media Management Tools

We know that consistent posting is the key to any successful social media campaign. However, a consistent social media posting schedule can get lost in the shuffle with day to day business operations.

Dozens of social media management tools have been created to solve this problem (Hootsuite, Buffer, Sprout Social, and many more). With minimal research, you may notice that each tool offers similar features:

  • Engagement analytics
  • Integration of business accounts across multiple platforms
  • Ability to schedule posts

Pro and Con

Pro:

Consistency

The ability to schedule posts days/weeks/months at a time means there is less need to attend to social media each day. All business accounts can be seamlessly connected, which adds convenience and ensures a consistent brand voice across all platforms. With added convenience there is more consistency.

Con:

Non-Native Content

Users interact with content in different ways depending on the platform (AKA, one-post-does-not-fit-all). For example, an image posted on Instagram does not appear on a user’s Twitter feed in the same way. If a single post is blasted across all business accounts, important nuances of each platform are lost (often reducing engagement metrics).

Recommended Tools and Word of Advice

Below are some of the most popular tools for social media management:

  1. Hootsuite: https://hootsuite.com/
  2. Buffer: https://buffer.com/
  3. Sprout Social: https://sproutsocial.com/

ADFly has recently experimented with the tool Ripl, which provides similar features to the social media management tools above.

Word of Advice

If your business social media accounts are suffering do to lack of consistency and attention, social media management tools can be very helpful. The key is developing a posting schedule so the follower base can build strong ties to the company’s brand.

Beware of potential negative effects of “non-native content” on engagement. Basic research on social platforms will ensure that content is aesthetically appealing on as many accounts as possible.