Facebook vs Twitter

Let’s face it, you know you need to promote your business on social media. In fact, around 2.56 billion global social media users join the ranks each day on mobile, creating an astronomical audience for companies of every shape and size. The question is, which social platform should you be spending your marketing money and time with?

Facebook and Twitter are essentially the crème de la crème of social networks. These senior class channels have outranked sites like Google+ and Pinterest for decades, and their versatility makes them perfect for connecting with a broad audience. Though both platforms have seen their ups and downs lately, they remain the most popular choice for many marketers–and for good reason.

Twitter and Facebook are adaptable, innovative and ready to pivot to suit the needs of customers.

So, if both channels are so great, how do you decide between Facebook vs. Twitter, and which one you want to use?

Facebook Statistics:

• 75% of male internet users and 83% of female internet users are active on Facebook

• 22% of the world currently uses Facebook

• Facebook had 2 billion monthly active users at of the end of 2017

Twitter Statistics:

• 81% of millennials check Twitter once a day

• Twitter has 330 million monthly active users

• 3 billion Twitter accounts have been created

• 83% of the world’s leaders are on Twitter

Facebook vs. Twitter: Audience

Choosing the right channel for your company when it comes to Facebook vs Twitter isn’t just about finding the “best” platform, but one that allows you to connect with the right audience.

Facebook is easily the most active social media network, particularly when you consider it owns WhatsApp and Instagram. This unique channel appeals to a range of generations, who seem to be drawn to the idea of connecting with their family, keeping tabs on friends and making sure that they have access to their favorite brands too.

On Facebook, one of the fastest growing markets is seniors. Over recent years, the channel has become increasingly appealing to baby boomers, with around 41% of individuals between 65-74 years-old logging on with a Facebook account.

If anything, this is a testament to Facebook’s ease-of-use and accessibility. However, these statistics also indicate Facebook may no longer be the “trendy” platform of the day. Despite a drop in online youth, of course, stats still show that Facebook is leading the pack for overall audience penetration.

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Social Media Analytics

Social Media Analytics is a term often heard – and often misunderstood. Let’s break down just what this crucial business tool is, and why you need to use it.

It should, perhaps, seem obvious. Social media offers a huge pool of consumers ripe for brand communication. But that attitude is dangerous in its brand-centric focus.

Social media isn’t about brands. It’s about people sharing their lives with others they know – or get to know – based on common interests.

Still, social is a wonderful place for consumers and brands to connect, as long as they remember one thing: Social media may provide your brand’s first and last impression, so both need to be good ones.

This is where Social Analytics comes into play.

WHAT IS SOCIAL ANALYTICS?

“Social Media Analytics (SMA) refers to the approach of collecting data from social media sites and blogs and evaluating that data to make business decisions. This process goes beyond the usual monitoring or a basic analysis of retweets or ‘likes’ to develop an in-depth idea of the social consumer.”

This is a pretty apt description, though we’d like to clarify that “social media sites” encompasses not just Facebook, Twitter, and the like, but forums and review sites as well as blogs and news outlets.

Just as buzzwords lose meaning over time, many brands lose sight of the value of Social Analytics because at first glance social data comes with a lot of noise. Nobody has time to sort through results that include spam, bots, and trolls to get to the good stuff.

When you have state of the art tools, however, Social Analytics becomes a treasure trove of consumer insights you can’t find anywhere else. Building on that, we’d extend the definition above to say Social Analytics is a collection of data unearthed via multiple techniques from multiple sources versus a single tool in and of itself.

To clarify, let’s run through some terms often confused with Social Media Analytics.

SO-CALLED SYNONYMS THAT AREN’T

If Social Analytics is a destination, what tools contribute to the journey? And what are their distinctions.

Social Media Intelligence is the closest term-cousin to Social Media Analytics. Social Intelligence represents the stack of technology solutions and methods used to monitor social media, including social conversations and emerging trends.

This intelligence is then analyzed and used to create meaningful content and make business decisions across many disciplines.

Social Media Listening is one of the terms most often confused with Social Media Analytics. But Social Listening applies to one specific aspect of Social Analytics: Learning about your audience.

The goal here is to uncover what they love, hate, and love to hate – as opposed to any assumptions you may have. It’s about getting to know them as people, not just prospects.

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Voice Search Optimization

SEO is a part of the big picture in online marketing. Only those who master all disciplines will be successful. Even in 2018, search engine optimization will neither be a rocket science nor a science.

The market research company Comscore expects that by 2020, every second search query will be made by voice. In search engine optimization, voice search is the next big thing. On May 18, 2016, Google CEO Sundar Pichai said in his Google I / O keynote that 20 percent of all requests within the mobile app on Android devices are voice searches.

Before we come to concrete SEO measures for the voice search optimization, we must briefly acquaint ourselves with the basics. Even before there was a voice search, Google had provided, among other things, a major update for the basis of the voice search: the Hummingbird update.

With the Hummingbird update, Google also took into account the user’s intention and the contextual meaning of a search query. This path will be followed up in language search and built on.

Today Instead of typing keywords, we talk to the language assistant. At the Microsoft Build Developer Conference in 2016, Microsoft CEO Satya Nadella stated that:

“Human language is the UI layer”

It is obvious that spoken language is usually more extravagant than manually typed searches, especially on a mobile device, where the input is a bit more time-consuming. So we can talk about 150 words per minute, but only write about 40 words per minute.

Indeed, Voice search optimization is the next big thing in SEO

With the increasing accuracy of digital assistants, it is becoming more and more important to respond to users’ specific requests as accurately as possible. The big challenge of SEO 2018 will be to ascertain the intentions of the users in order to react to them with relevant content.

Artificial Intelligence and SEO

Artificial intelligence is one of the most important technologies of the future and has long since made its way into everyday life.

Google is in my opinion the strongest artificial intelligence on our planet. It will eventually provide us with an answer instead of search results. Therefore my thesis is this: The search engine is dead, Google becomes the answering machine. Google’s artificial intelligence is an enormous opportunity on one hand, and on the other hand, this Artificial Intelligence has to be controlled very carefully so that it does not end in a Skynet – the AI from the movie Terminator, which can no longer be controlled.

Since Google uses its artificial intelligence RankBrain to evaluate the most relevant content, general ranking factors are losing importance. No longer is the single keyword crucial, but the context of the search query. Good content today is provided by relevant content, technical factors and a long user stay on the website.

Artificial intelligence already has a major impact on search results. AI systems make a major contribution to answering the countless, complex and sometimes unpopulated search queries.

Google’s determination to move the AI sector forward should bring us some exciting developments in 2018.

Long term business with the right SEO strategy

An ultimate SEO strategy is one that can be used for the majority of all website owners, and is independent of business models. It should work just as well for news websites as for online shops, social sites, blogs, but also for hobby sites, affiliate projects, institutional websites, B2B and any other types of websites.

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SEO Marketing: 2019 Trends

Search marketing consistently outperforms other digital marketing tactics for return on investment. An effective search marketing campaign, will encompass both search engine optimisation (SEO) and pay per click advertising (PPC). Like the rest of the digital landscape, SEO marketing is continuously evolving. It’s important for any professional in this field to keep up to date with the changes in trends and algorithms.

Mobile First

Of course, mobile has had a dramatic impact on the digital landscape over the past few years. This is typified by the Mobile-First Index Roll-out on 26 March 2018, which was announced on the Google Webmaster Central Blog. What this meant was that after a lot of testing, Google confirmed it is moving a large number of sites to this mobile-first indexing process. In essence, Google systems for crawling and creating its index will be much more heavily focused on a mobile-first experience going forward.

For clients with a responsive website in main, the roll-out should have little impact; however, it does get a little trickier for those clients with a desktop and mobile site. For example, if a website has a device type redirect in place, then the mobile crawler will see the mobile site only. This means that if some content is missing from the mobile site in comparison with the desktop site, then it will be not be seen by Mobile Googlebot and will not be included in the mobile first index. So, the advance here is to ensure all key content is present on both mobile and desktop versions of your website.

Maccabees

At the end of last year (2017) we also saw the Maccabees update. Google announced that they released several minor improvements over the period of the period of about a week and after analysis, experts within the SEO industry concluded that the updates were the result of keyword permutations and site using doorway pages. The creation of multiple landing pages for close keyword permutations undermines user experience and of course is an indicator of spam for search engines. It’s for these reasons that it is a tactic that we would always advise against.

Fred

Another fairly recent but unconfirmed update dubbed ‘Fred’, looks to devalue affiliate-heavy or ad-centred content. The update rolled out in March 2017 and mainly sites (particularly blogs) with low quality posts that appear to have been created largely for the purpose of generating ad revenue. This update has a number of implications for clients:

• Ensure ads are placed on high quality websites

• In terms of outreach targets for content marketing, avoid websites such as those described above at all costs! 

This is something that we will continue to see impact both websites looking to place content on other websites, as well as publisher websites into 2018 and beyond.

For me, the most impactful algorithm updates are often unconfirmed. While we can see their impact in SERPs, any detail surrounding them is still yet to be provided by Google as well as some the well-known, historic names such as, Penguin, Panda, Hummingbird and of course Rank Brain.

The future of engagement in SEO

In my view, engagement is incredibly important and always has been for SEO. For example, Google has access to a wealth of data including metrics from search engine results pages such as click through rate, through to key engagement metrics taken from individual websites that use Google Analytics. With that in mind, it seems to me incredibly unlikely that data would not be used to either directly or indirectly inform search engine results.

There is no point in wasting resource and efforts to rank highly for a generic keyword (albeit with high search volume) if that results in users not engaging with your website because it is not specific enough. Equally, there is no point in wasting your SEO marketing efforts by delivering lots of traffic to your website from highly relevant search queries, if the user experience upon landing on that website is poor quality.

Artificial intelligence (AI)

Artificial intelligence or AI has become a buzzword of the past couple of years and is set to go on to be a 2019 trend. Positioned by the media as a phenomenon that seems destined to impact to all aspect of our lives in the imminent future. While the goal of introducing AI into search engine algorithms is to predict results that are more useful to humans, Google’s continued efforts to embrace AI means we can expect to see more and more search results where ranking factors change from query to query. This will be impacted by factors such as location, search history, favourite websites and what other users clicked on for a similar query. The algorithm learns from the behaviour undertaken and data relevant to a given search query and uses it to decides on the most relevant factors to take into account for each search moving forward.

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Google Webmaster Tools Can Improve Your SEO Strategy

Most search experts rely on Google Webmaster Tools (GWT) to analyze the technical aspects of a website. These experts focus on data like crawl stats, page errors and rich snippets.

In addition to technical analysis, I recommend using GWT for basic on-page SEO improvements. Here are 6 easy ways to use Webmaster Tools to improve your on-page SEO.

1. HTML Improvements

Under Search Appearance, you will find HTML Improvements. This report provides a snapshot of any issues with your site’s meta descriptions and title tags, along with a record of any content that isn’t indexable.

In the SEO world, we know that it’s important to have unique meta descriptions and optimized title tags. This report allows you to easily identify title tag/meta description issues and prioritize your efforts.

For example, in the screenshot above, you can see that 634 pages have a duplicate title tag. If I were to click on the “Duplicate title tags” link, I’d be taken to a screen listing all 634 pages, giving me a quick and easy way to identify page titles that need to be updated.

2. Content Keywords

Under Google Index, you’ll find Content Keywords. This tool allows you to determine not what youthink your site is about, but how Google sees it.

It shows the keywords that are used on your site, along with keyword variations and significance. These data help you quickly determine if you need more content created around certain keywords, themes and topics. It also shows which pages the keywords appear on. Very helpful! (See the examples below; keywords were shaded out due to confidentiality.)

3. Structured Data

Structured data is a helpful way to explain the content of your website to the search engines — which can, in some cases, can help with rankings and traffic. If you have structured data on your site, GWT has a feature that shows the type of structured data that Google was able to detect on your site, along with the URLs containing each type. You can find this report under Search Appearance > Structured Data.

4. Data Markup Helper

Under Other Resources, the Structured Data Markup Helper allows you to tag the data fields for events, products and more on your site.

If you aren’t sure where to begin with structured markup, this is an easy to use point-and-click tool. The nice part about this is that HTML changes are not required. Your mouse highlights and tags each key piece of data on the appropriate page of your website.

5. Sitemaps

The Sitemaps section allows you to view all the sitemaps that you’ve added (or Google found) along with statistics such as the last date it was processed and the number of pages submitted and indexed.  These stats can be viewed by content-type, meaning Web, video, images and news.

Another great feature is the sitemap test option; you provide the URL of a sitemap, and Google scans it, quickly detecting any errors that need to be fixed.

6. Removing URLs

If you need to remove a URL from Google’s index, you can use the Remove URLs feature in Webmaster Tools. This can be a very powerful tool, but use with caution! Only use this tool if you want to permanently remove a URL (as opposed to redirecting it).

Google gives a great example in their help section — if you have accidentally displayed confidential information such as a credit card number and you need to have a page removed, you can request expedited removal of the URLs. You will find this tool under “Google Index” in the left-hand navigation.

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