Wednesday, March 14, 2018

What is SEO (Search Engine Optimization)?


SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.

To understand what SEO really means, let's break that sentence down and look at the parts:

  • Quality of traffic. You can attract all the visitors in the world, but if they're coming to your site because Google tells them you're a resource for Apple computers when really, you're a farmer selling apples, that is not quality traffic. Instead you want to attract visitors who are genuinely interested in products that you offer.
  • Quantity of traffic. Once you have the right people clicking through from those search engine results pages (SERPs), more traffic is better.
  • Organic results. Ads make up a significant portion of many SERPs. Organic traffic is any traffic that you don't have to pay for.

Here's how it works: Google (or any search engine you're using) has a crawler that goes out and gathers information about all the content they can find on the Internet. The crawlers bring all those 1s and 0s back to the search engine to build an index. That index is then fed through an algorithm that tries to match all that data with your query.

There are a lot of factors that go into a search engine's algorithm, and here's how a group of experts ranked their importance:



References
Moz. (2017, January 1). What is SEO ? Retrieved from Moz: https://moz.com/learn/seo/what-is-seo

Search Engine Land. (2018, March 14). What is SEO? Retrieved from Search Engine Land : https://searchengineland.com/guide/what-is-seo

Friday, February 2, 2018

Facebook is banning all ads promoting cryptocurrencies




Facebook is banning all ads that promote cryptocurrencies, including bitcoin, in an effort to prevent people from advertising what the company is calling “financial products and services frequently associated with misleading or deceptive promotional practices.”

Facebook’s ban applies to all ads that “promote financial products and services that are frequently associated with misleading or deceptive promotional practices, such as binary options, initial coin offerings, and cryptocurrency,” according to a company blog post. It will span ads running on Facebook, as well as Facebook-owned Instagram and its Audience Network ad network of third-party sites and apps.

“This policy is part of an ongoing effort to improve the integrity and security of our ads, and to make it harder for scammers to profit from a presence on Facebook,” according to the company.


References
Tim, P. (2018, January 30). Facebook will ban all ads promoting cryptocurrency. Retrieved from Marketing Land: https://marketingland.com/facebook-will-ban-ads-promoting-cryptocurrency-233410

Thursday, December 14, 2017

Facebook ads can now link to brands’ WhatsApp accounts

Facebook is piecing together the business side of WhatsApp in much the same way it did with Messenger.

In September, WhatsApp announced verified profiles for businesses to establish their presence on the messaging service that Facebook bought for $19 billion in 2014. Now, Facebook is giving businesses a way to kick-start conversations with customers on WhatsApp.

Businesses can now add buttons to their ads running on Facebook that link to their WhatsApp accounts, Facebook announced on Wednesday. These buttons are effectively the WhatsApp-specific alternative to the Messenger-linked buttons that Facebook introduced last year and expanded to Instagram earlier this year.

“Many people already use WhatsApp to communicate with small businesses. It’s a fast, convenient way to stay in touch. By adding a click-to-WhatsApp button to Facebook ads, businesses can now make it even easier for people to learn about their products, set up an appointment or use their service,” said Facebook’s product marketing manager, Pancham Gajjar, in an emailed statement.

The WhatsApp-enabled ads will only be shown to people on Facebook who have WhatsApp installed on their phones. They will resemble a standard News Feed ad but include a “Send Message” button that features WhatsApp’s logo. Hitting the button will open WhatsApp to a preformatted message designed by the business for a person to send to the business. People will be able to edit the message’s text before sending it, and the message will be delivered with an image of the initial Facebook ad so that the brand can identify which ad is responsible for the incoming message.


By leveraging ads in Facebook’s news feed, Facebook hopes to raise people’s level of awareness of and engagement with businesses on WhatsApp. WhatsApp is said to appeal to a more international audience of people who reside in areas where communicating with businesses through the same service they use to chat with their friends is a more established practice. Now that WhatsApp has opened to businesses, it’s time to make its users aware that it is open for business.

References
Peterson, T. (2017, December 13). Facebook ads can now link to brands’ WhatsApp accounts. Retrieved from Marketing Land: https://marketingland.com/facebook-ads-can-now-link-brands-whatsapp-accounts-230156


Thursday, November 16, 2017

Twitter officially enables 280-character limit for all accounts


Less than two months after testing extending tweets’ maximum length to 280 characters, Twitter is enabling the new length for all users on Tuesday. The new maximum will apply to tweets in all languages except Chinese, Japanese and Korean, in which space is less of an issue.

The company said 140 characters don't give users enough space for folks to express themselves. In a blog post, Twitter shared some of its product research regarding the 140-character limit.

“In languages like Japanese, Korean, and Chinese you can convey about double the amount of information in one character as you can in many other languages, like English, Spanish, Portuguese, or French. … We see that a small percent of Tweets sent in Japanese have 140 characters (only 0.4%). But in English, a much higher percentage of Tweets have 140 characters (9%). … Our research shows us that the character limit is a major cause of frustration for people Tweeting in English, but it is not for those Tweeting in Japanese.”

The company said it spent time collecting data and feedback from its test group before making the change. With the change, Twitter has seen that people run into fewer instances when they are forced to edit their tweets for length. Under the 140-character limit, 9 percent of English-written tweets hit the cap. However, under the 280-character limit, that number dropped to 1 percent, according to Twitter.


References

Peterson, T. (2017, November 7). Twitter officially enables 280-character limit for all accounts, including brands. Retrieved from Marketing Land: https://marketingland.com/twitter-officially-enables-280-character-limit-accounts-including-brands-227921

Tuesday, October 17, 2017

Snapchat rolls out Sponsored 3D World Lenses

Snapchat debuted its latest augmented-reality ad format.
Advertisers can now create their own branded versions of Snapchat’s 3D World Lenses that allow people to augment videos shot with their phones’ rear-facing cameras with animated three-dimensional objects, like Snapchat’s famous dancing hot dog, that can be moved and resized to fit the scene.
Imran Khan, chief strategy officer of Snapchat’s parent company, Snap, announced the rollout of Sponsored 3D World Lenses on Thursday at an Advertising Week session in New York. Bud Light and Warner Bros. are the first advertisers to run these augmented-reality ads. In the Bud Light ad, the user can walk around a concession vendor selling Bud Light.  Warner Bros. is using the ad format to promote “Blade Runner 2043” and features one of the flying cars from the movie.
In addition to crafting 3D World Lenses to entertain Snapchat’s audience, brands can also create more purpose-driven campaigns, similar to the augmented-reality experiences brands have built using Apple’s new ARKit. For example, a furniture brand could design one for people to see how a couch might look in their home. To help with the production process, Snap’s creative team will work with brands to build their 3D Lens experiences, according to Khan.

References
Peterson, T. (2017, September 28). Snapchat rolls out Sponsored 3D World Lenses, bringing its AR format to advertisers. Retrieved from Marketing Land: https://marketingland.com/snapchat-rolls-sponsored-3d-world-lenses-bringing-ar-format-advertisers-225147

Thursday, September 7, 2017

Facebook blocks Pages sharing fake news from buying ads



Facebook will try to stem the spread of fake news, even if it means cutting off some revenue.

Facebook will block Pages that repetitively publish posts flagged as fake news from buying ads on the social network, the company announced on Monday. “If Pages stop sharing false news, they may be eligible to start running ads again,” Facebook product managers Satwik Shukla and Tessa Lyons wrote in a company blog post.

Facebook already prohibits pages from buying ads that link to articles flagged as fake, through a process involving third-party fact-checkers that Facebook enacted earlier this year. But that policy didn’t wholly prevent fake news publishers from using Facebook as a way to drive traffic, since they could still buy ads linking to non-fake articles on their sites. Now Facebook is extending the penalty.

After being criticized for fueling the rise of fake news leading into last year’s presidential election, Facebook has been stepping up its efforts to tamp down that spread. In addition to working with outside companies like ABC News, PolitiFact and Snopes to confirm or dispute links’ veracity, Facebook has kicked fake news publishers out of its ad network and banned advertisers and Pages that try to camouflage links in ads and posts that violate Facebook’s rules.

References

Ha, A. (2017, August 28). Facebook says Pages that regularly share false news won’t be able to buy ads. Retrieved from Tech Runch: https://techcrunch.com/2017/08/28/facebook-fake-news-ads/

Tuesday, August 8, 2017

5 Exciting Changes Coming to LinkedIn

LinkedIn’s has been rolling out a ton of new features to help boost the utility and opportunity of the service. Some of them are live right now, and if you’re a regular contributor on the network, you likely have access already.

Here are five of LinkedIn's new changes which are either already available or coming soon - and how they can be of benefit.

1. Multiple Photos in Posts
You can now add more than just one photo to your posts on LinkedIn.


This is a welcome change that should have happened years ago. People use LinkedIn to show off their company culture and events, and trying to squeeze updates into one photo just wasn’t enough. Show off your business with this new feature.

2. Native Video Content
Soon you’ll be able to shoot your videos within the platform.


Users will be able to record video on the LinkedIn app and share it directly to their network. This content could be given priority in the feed (though no one at LinkedIn has confirmed this).

3. Off Network Sharing
In the past, if you shared a Pulse article on another social network, would be readers need to log into LinkedIn to view your content. LinkedIn has decided to go away with this - it appears exclusivity has been trumped by the need to attract more website visitors.

4. Share Drafts
LinkedIn's long form publishing platform is a great place to write and republish content - and now you can have others edit your LinkedIn articles before you hit publish.

If you’re writing for your company page, this makes editing a lot easier for your content team.

5. Disable Comments
Finally, LinkedIn is giving more control to publishers - you can now turn off comments on your posts, helping users eliminate spam and harassment from the social network.

References

Kerby, J. (2017, August 06). 5 Exciting Changes Coming to LinkedIn. Retrieved from Social Media Today: http://www.socialmediatoday.com/social-networks/5-exciting-changes-coming-linkedin