Pubcon Austin Presentation 2016 - creating content for search and social and how they work together and separately. Info on social markup - Facebook and Twitter

1. Search & Social Content
Working Together & Separately
Melissa Fach ⇢ @SEOAware Pubcon Austin 2016

2. Melissa Fach
Social Community Manager Pubcon
Community Jedi at AuthorityLabs
B.A. Psych, M.A. Mental Health
Netflix Addict
@SEOAware

3. I like bullets…
get ready!

4. Discussing Today…
• Figured out why yet?
• The people you are targeting.
• Psychology & targeting.
• Focusing on outstanding.
• Scanning and lack of focus.
• Social Markup – in detail.
• Tools.
@SEOAware

5. Start with Why?
• The point of creating content for
search and social?
• Ranking?
• To convert, to sell, to make the
$$$$?
• Branding?

6. FUNDAMENTALS

7. Quality Content: Time, Money, Expertise
It helps with:
1. Search Engines
2. Social Shares
3. Branding
4. Trust
5. Conversion
@SEOAware

8. What Do People Want and Need
• Know your audience.
• What they find helpful they will share.
• What they needed to know they will share.
• What they think others should know they will share.
• If it is unique & useful the search engines
will like it.
@SEOAware

9. Creating Content for Learning Styles
• Seeing
• Hearing
• Touching
Make it easy for everyone.
Diversity helps you
with people, social
shares and search
engines!
@SEOAware

10. Tactile Learners
• Hands on.
• Learn by doing.
Use video, graphics, presentations.
• Detailed tutorials.
• Show them how.

11. Who is Reading? What Do You Need to Say?
• Noobs – 101
• Intermediate
• Advanced
• Assistant
• The Boss
• Decision Makers
• Analytical Thinker
• Hippie
• Perfectionists
How do you reach them
all with one piece of
content?
@SEOAware

12. Structure Content for Scanning
•Headlines
•Content
•Images that tell a story.
@SEOAware

13. People today have no focus!!!

14. They Scan to Find Points of Interest

15. Look at Your Social Analytics / Insights
Many People looking for quality social shares ONLY.
Those folks don’t read!
@SEOAware

16. Look at Your Social Analytics / Insights
@SEOAware

17. Create a Reputation
for “AMAZING”!!!

18. Less Content. Focus on Outstanding.
• Want to create a reputation?
• Nothing less than outstanding gets published.
• Keep them waiting.
• Useful today? Next year? Always?
@SEOAware

19. Outstanding Means Image Planning
• IMAGES– make them stunning!!!!
• How many images?
• Which will be featured?
• Main image for social shares?
DON’T TWEET THIS…
@SEOAware

20. AuthorityLabs AdBlocker

21. AuthorityLabs Email Growth

22. AuthorityLabs Achieving Rankings

23. Eric Enge and Mark Traphagan – Stone Temple

24. Remember These 3 Things
• Legibility
• Readability
• Comprehension
@SEOAware

25. Legibility on the Web Really Matters
• If they can’t read they won’t share & you won’t sell.
• Size of font.
• Choice of font.
• Background & color of font.
@SEOAware

26. Legibility on the Web Really Matters
• Crap everywhere – don’t do it!
• Cross-browser checking.
• Pasted articles often brings
unwanted HTML.
@SEOAware

27. Readability
• Make it simple – 8th grade reading levels.
• College educated audience – aim for 12th grade reading level.
• Easy to read sentences - length.
• Words people can understand.
@SEOAware

28. Comprehension
• What terms will your audience understand?
• Remove unnecessary words – simple – to the point.
• Images that compliment text.
• Mobile users read less – can you convince them fast?
@SEOAware

29. What Turns People Off
• Pop ups – especially on mobile.
• Hard to read content.
• Small fonts – some of us are getting older.
• Typos – lose trust (without trust you don’t sell).
@SEOAware

30. What Turns People Off Cont.
• Lack of headers / sub-heads.
• Too many headers.
• Inability to scan & gather.
• Inaccuracies.
@SEOAware

31. Social Markup

32. IMAGERY is POWERFUL

33. Twitter Cards
• https://dev.twitter.com/cards/overview
• https://dev.twitter.com/cards/types
• Twitter Card Validator
https://cards-dev.twitter.com/validator
@SEOAware

34. Without Markup
@SEOAware

35. With Markup
@SEOAware

36. With Markup
@SEOAware

37. Yoast SEO (& Social) Plugin For Wordpress
• Twitter
• Facebook
• Opengraph for Video
http://bit.ly/1qTV5lM
@SEOAware

38. Facebook Open Graph Markup
“Without these tags, the Facebook Crawler uses internal heuristics to
make a best guess about the title, description, and preview image for
your content.”
https://developers.facebook.com/docs/sharing/webmasters
https://developers.facebook.com/docs/sharing/webmasters#markup
@SEOAware

39. Facebook Markup

40. Change Up Markup
@SEOAware

41. Facebook Content Markup Tags
• URL
• Title
• Description
• Site name
https://developers.facebook.com/docs/sharing/webmasters
• Image
• App ID
• Type
• Locale
@SEOAware

42. Facebook Media Markup Tags
Video
• Video URL
• Video Type
• Width
• Height
• Image
https://developers.facebook.com/docs/sharing/webmasters
Images
• Image URL
• Image Type
• Width
• Height
@SEOAware

43. Pinterest, why bother?
• 100 million active users.
• 85% females.
• Many use it as a bookmarking tool.

45. Rich Pins
https://developers.pinterest.com/docs/rich-pins/overview/
“Rich Pins show metadata right on the Pin itself, giving Pinners a
richer experience and increasing engagement.
Information in a Rich Pin is independent of the Pin description,
ensuring that important information is always tied to the Pin.”
@SEOAware

47. 6 Types of Rich Pins
1. App
2. Article
3. Movie
4. Place
5. Product
6. Recipes

48. @SEOAware

49. Content Research & Ideation Tools
• Answer the Public
• Facebook search
• Slideshare
• What your target audiences are sharing – dig.
• Ask a question on Google – forums, articles, images…
@SEOAware

50. What attracts people
Austin Real Estate

51. @SEOAware

52. To Sum Up
• Research audience.
• Focus on what they need and want to know.
• Target specifically with website & social content.
• Create “outstanding”!
• Utilize imagery for search engines & social.
• Make sure dev teams focus on markup.
@SEOAware

53. Thanks for coming! 

54. Image Credits
• Captain America Textured Wallpaper
http://img06.deviantart.net/9544/i/2015/077/9/8/captain_america___wallpaper_by_razzann-
d8m6r6i.jpg
• Civil War https://i.kinja-img.com/gawker-media/image/upload/zmm7hhlo2hg3at0r0fqf.jpg
• Tony Stark scan http://images6.fanpop.com/image/photos/35900000/Tony-Stark-Iron-Man-Scene-
random-35928534-1920-1080.jpg
• Jesse pinkman http://cdn3.denofgeek.us/sites/denofgeekus/files/jesse.png
• Winter Soldier http://www.hdwallpapers.in/the_winter_soldier-wallpapers.html
• BUCKY https://images6.alphacoders.com/484/484781.jpg
• Bucky
http://orig09.deviantart.net/a20e/f/2016/078/d/0/winter_soldier_png_render_by_mrvideo_vidm
an-d9voo72.png
• Spiderman hand out http://freepngimages.com/wp-content/uploads/2015/07/Spiderman.png
• Captain American Standing http://vignette1.wikia.nocookie.net/disney/images/f/fa/Captain-
America-AOU-Render.png/revision/latest?cb=20150208173400
• Black Panther http://i.imgbox.com/1kUkpUhN.png
• Chris Evans
http://orig13.deviantart.net/95d7/f/2015/065/f/8/captain_america__the_winter_soldier___cap_r
ender_4_by_ratohnhaketon645-d8kmoh0.png

55. • War Machine http://images-
cdn.moviepilot.com/images/c_fill,h_939,w_1735/t_mp_quality/i6jxjvhkxgzygwaltp3u/why-
war-machine-will-not-die-in-captain-america-civil-war-841226.jpg
• Iron Man Flying
http://www.hachettebookgroup.com/features/ironman2/common/images/global/ironman.p
ngIr
• Iron man http://i.imgbox.com/iOkSwwlD.png
• Iron man reach http://media.comicbook.com/2016/01/hero02-164936.png
• Captain America http://images-
cdn.moviepilot.com/images/c_fill,h_1800,w_2880/t_mp_quality/zctruyy2wjmnavdk2sxo/fro
m-captain-america-civil-war-to-finding-dory-10-movies-to-look-forward-to-in-2016-
734527.jpg
• Iron Man http://wallpapercraze.com/images/wallpapers/ironmanlurking-535664.jpeg
• Deadpool http://images-
cdn.moviepilot.com/images/c_limit,h_1080,w_1920/t_mp_quality/dxjmqifk5ub8okxkrnhq/ja
mes-gunn-explains-why-deadpool-made-so-much-money-844407.jpg
• Captain America Wallpaper http://www.cartoondistrict.com/wp-
content/uploads/2014/09/captain-america-wallpaper-for-desktop1-1.png
• Black_Widow Lego http://vignette2.wikia.nocookie.net/lego-
marvelsuperheroes/images/2/28/Black_Widow.png/revision/latest?cb=20131023011924
Image Credits