Tag Archives: organic search

Twitter Cards, Inline Images & the SEO Impact

With over 232 million active users, Twitter is one of the top social media platforms and a component of many digital content marketing efforts. It is an advertising platform as well as a tool for organic search.

How do marketers gain the most utility from their Twitter efforts?

Besides tweeting great content in a timely manner and connecting with influencers (which requires skill), it’s easy. Make sure to use the html markup for twitter cards and post images within Twitter vs. a link or an auto-generated tweet from another social media platform.

What are Twitter Cards?

Twitter cards are html meta tags added to a particular website so that a rich snippet is attached every time an end user presses the tweet button on web content with share buttons. This adds additional content to the tweet besides the 140 character limit.

See all that additional stuff? It makes you look at the tweet just a little bit longer. Long enough for someone to read a tweet, visit the linked website, and convert. According to Twitter, these cards will send engaged traffic to a website or even an app. Most marketers generally want their followers and other Twitter users that stumble across their tweets (via optimized hashtags) to get off Twitter and head to their site. You want more people in re-marketing pool for display advertising at least!

There are several varieties of Twitter cards for different content marketing initiatives:

Twitter Card Example Types

After adding the metatags to the website (there are plugins for WordPress that will automate), one must validate through Twitter.

How to use Twitter Inline Images?

Pictures are another way to capture attention with additional elements besides the 140 characters. Twitter is making a strategic move to limit other picture content on its platform. The only images that are able to be seen directly within Twitter are those uploaded through the site. Auto-generated tweets of pictures from Facebook, Instagram, or anywhere else are only visible as links.

Belle Cooper wrote a blog on some data behind use of inline images. The results are clear; inline images within tweets increase engagement. In these case more re-tweets which means more targeted impressions for content.

Inline Images within twitter data

 The SEO Impact

Social media and search are merging. Twitter cards and inline images are an example of a social media platform developing new technologies as tools for digital marketers to share their content and draw end users to engaging websites.

From an SEO perspective, lack of Twitter cards and zero use of images is a fail when it comes to social efforts on the platform.

Twitter is creating new ways to engage with an audience with empirical data indicating their effectiveness. Implement them now.

 

Google Banner Ads and Possible Impact on SEO, Organic Search

Google unveiled a beta test dealing with banner ads associated to organic search results for branded searches. Search Engine Journal broke the story and highlights Southwest Airlines and Virgin America. What does this mean for SEO?

Google Banner Ad Test Virgin America Example

Well, organic results are obviously free as compared to paid search & display advertising. We also know Google is in the business of making money. What if there could be additional revenue streams from organic listings? This in addition to paid search & display revenue.

The site links associated to the banner ad are purely organic, this is one of the main reasons this new ad block is so interesting. The image is obviously an attention grabber similar to a rich snippet. Some data shows rich snippets provide an  increase in click through rates within the SERP 20-200%.

This banner ads beta launch for branded searches may be the beginning of paid rich snippet components to organic search results. These components would likely have no direct impact on organic rankings, although there are indirect links associated with the increased traffic these listings garner.

 

SERP example of google banner ads with southwest airlines

It will be interesting to see how this beta launch evolves and is opened up to all companies advertising within Google Adwords.

What do you think this means for organic search?

Embed Google+ Posts for White Hat SEO AuthorRank Boost

Google launched a new feature where users can embed public Google+ posts.

This is a great way to create blog and website content. Currently, this feature is only available on WordPress and Typepad.

Google+ embedded post example

Should someone come across the Google+ embedded post on your website, they can +1 or comment on the post and circle the original Google+ account. These changes are are visible in Google+. This happens the opposite way as well. All engagements on Google+ will be visible wherever the embedded post is located on a website.

From an SEO and organic search perspective, posting engaging Google+ posts will boost circles, +1’s, and overall authority of a Google+ account. It’s important to make sure posts are optimized with appropriate meta information.

This may be a key white hat SEO method of boosting future AuthorRank and AgentRank. While these updates have yet to be released, it is widely understood that Google is planning on using these undefined metrics in its proprietary search algorithm at some point.

The number of +1’s, re-shares, and circles are all metrics Google may use to compose AuthorRank and AgentRank. Embedding these posts will expose Google+ individual accounts and Google+ brand pages to additional means of accumulating these metrics.

Depending on where this content is placed within your site architecture,  one may be able to funnel targeted traffic to your Google+ account. For example, if you have a niche blog, you are likely attracting niche traffic to your site. This niche traffic may have AuthorRank of its own.

Accumulating engagement metrics from accounts with high AuthorRank is logically better than premature accounts with no AuthorRank.

It is important to note that this method should be supplemental and used in tandem with posting within Google+ (ie Google+ communities).

This is a white hat SEO tactic because it logically follows the outlined use of this feature by Google.  While there may be a potential spam tactic with this feature, Google+ wants this feature in use because it will probably increase the number of users on Google+.

Google obviously wants as many verified users as possible.

 

UPDATE:

Here is an example of an embedded post.