I’ve said it in other articles and I’ll say it again in this one : the hottest trend in marketing is mobile. Social media is a big factor in referring traffic to websites, but search (paid or organic) is just as important. Each is projected to grow for years to come.
Is there a difference between mobile SEO and desktop SEO? Absolutely. There are many websites out there that do not have a mobile-optimized SEO presence. The biggest difference is location tracking, it doesn’t factor in much with desktop, but it’s very important on mobile. People use their mobile devices while out shopping and while commuting. Therefore, successful mobile marketing requires a brand to provide an experience that supports this behavior.
Designing Your Social Media Presence
I’m a big social media marketer. If you don’t think social media matters, you’re out of touch and you should be out of business. (Sorry, it’s true). Some brands spend a lot of time designing a social media strategy, but miss the basics.
Social media networks often unveil redesigns with little notice and brands that aren’t paying attention wind up looking silly. The easiest way to look amateur online is by having a bad social profile. (or not having one, because then you’re completely irrelevant).
I think a good strategy is to treat your brand’s social presence the same way you would treat your website’s landing page. The objective is basically the same: to deliver an impact to your prospects. In order to be successful in either though, you must focus on the basics: consistency and maintenance. It sounds simple and that’s why it’s a trap for many brands. Luckily, you’re reading this blog so you won’t be clueless for long.
Consistency: Anybody who’s anybody has a Facebook or Twitter. What separates the good from the average and bad is consistency across networks. Use the same avatar, your brand’s logo and use the right size dimensions. It’s important to know what size the images should be on each platform.
Facebook: Profile Image – 180×180 pixels. Cover Photo: 851×351.
Google+ – Profile Image – 250×250. Cover Photo: 1080×608.
Twitter – Profile Image – 400×400. Cover Photo: 1500×500.
So that’s brand design, now let’s look at individual posts. The posts you put out are visible on a day-to-day basis for anybody that follows your brand and likely for anybody that types your brand name into a search engine. Twitter and Facebook have a lot of SEO (search engine optimization) weight, so they usually show up on the front page.
If you want your audience to actually care about what you post instead of clicking “unfollow”, you need to consider their interests and be familiar with the guidelines of the network you’re sharing on.
Use Images : Posts with images are much more popular. It’s easy to load an image into your post, find something relevant, be sure it’s not claimed and it’s OK for you to use it (try iStock) and put something good looking up there with your post. If you have your own pictures, great, use those.
Know the Network: Every social network is different, that’s why they exist separately. On certain networks, like Facebook, users are more likely to click on links that are displayed in link format, rather than in the caption of the image used. Because this is what users want, Facebook gives these posts a little boost.
If you’re a local business, emphasis that in your posts. You can do this with location-based hashtags, or just using local terminology.
There’s a lot going on with social media these days. The biggest mistake is to take your eye off the ball. There might be a redesign one week and a new policy put in place by the network the next. Considering that this is one of the initial points of contact between you and your prospects, it’s well worth dedicating time and effort to optimize your social presence.