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Rock Your SEO with Structured Social Sharing

The "Structured Social Sharing Formula" (SSSF) was first presented at MozCon 2012 by Dana Lookadoo. She shared 10 best practices for optimizing social sharing for Facebook, Google+, and Twitter. The process includes marking up pages with microdata (Open Graph Protocol), best practices for formatting, how to find & use hashtags, and tagging URLs to track social referral data in analytics.

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Rock Your SEO with Structured Social Sharing

  1. Rock Your SEO with Structured Social Sharing Dana Lookadoo SEO Consultant, Trainer Yo! Yo! SEO YoYoSEO.com @lookadoo
  2. Unstructured Social Share Snippets http://www.seomoz.org/blog/8-rules-for-exceptional-slide-presentations-whiteboard-friday@lookadoo #MozCon @YoYoSEO
  3. Unstructured Social Share Preview http://www.seomoz.org/blog/speaker-submissions-mozcon-2012@lookadoo #MozCon @YoYoSEO
  4. Take Control!@lookadoo @YoYoSEO
  5. Anatomy of a Share Snippet http://www.chromeweblab.com/ AA. Share Blurb B EB. Title CC. DescriptionD. ImageE. URL (Title link) D@lookadoo #MozCon @YoYoSEO
  6. Structured Social Sharing Formula 10 steps for optimized engagement with microdata & analytics http://www.flickr.com/photos/29335885@N08/4343794386/
  7. Structured 1 8 9 Twitter / OG:Title Hashtags RetweetableSocialSharing 2 OG: 7 Share Blurb 10 Document Description for FB & G+ & TrackFormula 3 6 UTM OG:Image Variables 4 5 OG:Type OG:URL@lookadoo @YoYoSEO
  8. 1 OG:Title Snippet Title* <meta property="og:title" content="Web Lab" /> 134 characters, possibly more?@lookadoo #MozCon @YoYoSEO
  9. 2 OG: Description Snippet Description <meta property="og:description" content="Web Lab. A series of interactive Chrome Experiments made by Google. See the magic of the web brought to life. Open to the world online. Live from the Science Museum, London. Enter the Lab." /> <=188 char.@lookadoo #MozCon @YoYoSEO
  10. 3 OG:Image Image Thumbnail* <meta itemprop="image" content="http://weblab- live.appspot.com/files/images/sharing/web-lab- share-plus.jpg"> Best: 150x150 At least: 120px@lookadoo #MozCon @YoYoSEO
  11. 3 OG:Image Size Overrides Code If image is too small, Google ignores markup directive.
  12. 4 OG:Type Content/Object Type* <meta property="og:type" content="website" /> og:type values article profile book video.movie music.song http://ogp.me/#types@lookadoo #MozCon @YoYoSEO
  13. 5 OG:URL Canonical URL* <meta property="og:url" content"http://www.chromeweblab.com"/> Permalink@lookadoo #MozCon @YoYoSEO
  14. 6 UTM Variables Tracking Tags http://www.chromeweblab.com?utm_source=google+ &utm_medium=social&utm_campaign=chrome URL Source Medium Campaign URL + UTM Variables = Social Referral Data@lookadoo #MozCon @YoYoSEO
  15. 7 Share Blurb for FB & G+ Share Content “Share what’s new” (FB) or “What’s on your mind?” (G+): Cant wait to experience this in 3 weeks!@lookadoo #MozCon @YoYoSEO
  16. 7 Share Blurb for FB & G+ Share -> SPYW Blurb = Page Title Front-load keywords?@lookadoo #MozCon @YoYoSEO
  17. 8 Hashtags Hashtags – Google+@lookadoo #MozCon @YoYoSEO
  18. 8 Hashtags Hashtags – Facebook http://www.facebook.com/leaveyourhashtagsontwitter
  19. 8 Hashtags Hashtags - Twitter DO NOT User- OVERUSE agent: * # Disallow: / http://tagdef.com/ http://hashtags.org/ http://twubs.com/@lookadoo #MozCon @YoYoSEO
  20. 9 Twitter /Retweetable Optimal Tweets Steps 1. Append UTM tracking tag to end of URL. 2. Create bit.ly or custom short URL. 3. Choose a single #hashtag, if any. 4. Create “retweetable” tweet. Size Max Characters = 140 – 5 – (LEN)@YourProfile Format Latest Greatest SEO Post Title: bit.ly.Moz3Xlu by @YourProfile #hashtag@lookadoo #MozCon @YoYoSEO
  21. 10 Document & Track SSSF Worksheet Structured Social Sharing Worksheet: http://yseo.us/sssfw@lookadoo #MozCon @YoYoSEO
  22. 10 Document & Track Planning OG Tags@lookadoo #MozCon @YoYoSEO
  23. 10 Document & Track Campaign Variables Required * Automatically- Tagged URL@lookadoo #MozCon @YoYoSEO
  24. 10 Document & Track Social Share Blurbs@lookadoo @YoYoSEO
  25. Cut & Paste! After the worksheet, just cut & paste! Google+ and Facebook will scan the page to pull the tags and image. Tweet. Log in to Google Analytics to track engagement.
  26. There’s no 2nd chance to make a good 1st impression! http://www.flickr.com/photos/geckoam/4951244309/
  27. Resources Presentation - SlideShare Google+ http://yseo.us/sssf Variety of methods for Google+: https://developers.google.com/+/plugins/snippet/ NEW: Tool that automatically creates code using Schema.org microdata SSSF Worksheet Google Rich Snippets Testing Tool: http://www.google.com/webmasters/tools/richsnippets http://yseo.us/sssfw Facebook Facebook Open Graph: http://ogp.me/ Facebook Debugger: https://developers.facebook.com/tools/debug WordPress Plugins http://wordpress.org/extend/plugins/like/ http://wordpress.org/extend/plugins/wordpress-seo/ URL Tagging - Google http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578 Hashtags http://hashtags.org/ http://tagdef.com/ http://twubs.com/@lookadoo #MozCon @YoYoSEO
  28. Dana Lookadoo SEO Consultant, Trainer Yo! Yo! SEOYoYoSEO.com . dana@yoyoseo.com @lookadoo . @YoYoSEO