Social Media Optimization (SMO) Checklist and Activities - What You Need to do to Make Your Site Social Media Friendly

Corporate SMM Course
A Holistic Course by BIMPA
Social Media Optimization (SMO)

About the Presenter
• Co-founder, iVive Labs
Former National Consultant, A2I
Co-founder, BIMPA
• Casual Search Engine Journal Blogger
• Started with Professional SEO in 2003
• Started Social Media Marketing in 2007
• Started PPC in 2008
ASIF ANWAR
@SEOPPCSMM
/asifanwarpage
www.seoppcsmm.com

Social Media Optimization Activities
(Optimizing Your Site for Social Share)
• Open Graph Optimization (OGO)
• Facebook Optimization (FBO)
• Facebook Insights Optimization
• Google Analytics & Other Web Analytics Optimization
• Install Social Sharing Instruments - Buttons, Widgets
• URL Optimization and Shorteners
• Display Social Interactions on Site
• Content Optimization on site for Social Media Visibility
– Rich Contents (Images/Video) Optimization
– Social Signals Optimization for SEO
– Engagement & Virality Optimization
– Social Interaction Plugins

Internal Activity (Link)
Link sharing instance that
happens on Facebook.com
Objective of Facebook Optimization
External Activity (Like)
Facebook Like button press
activity that happens over
external sites

Facebook Optimization Preparations
Open graph and Facebook tags are one of the tags that are
not certified by W3C Consortium. So, add these lines (in Bold
below) at the beginning of all the pages in your website:
<html lang="en-US" xml:lang="en-US"
xmlns="http://www.w3.org/1999/xhtml"
xmlns:og="http://opengraphprotocol.org/schema/"
xmlns:fb="http://developers.facebook.com/schema/">

Open Graph Meta Tags for Contact Information & Location
<meta property="og:email" content="yourname@yoursite.com"/>
<meta property="og:phone_number" content="212-904-1240 "/>
<meta property="og:latitude" content="40.705213143114925"/>
<meta property="og:longitude" content="-74.01103019714355"/>
<meta property="og:street-address" content="55 Broad Street"/>
<meta property="og:locality" content="New York"/>
<meta property="og:region" content="NY"/>
<meta property="og:postal-code" content="10004"/>
<meta property="og:country-name" content="USA"/>
Open Graph Meta Tags

Open Graph Meta Tags
Basic Open Graph Meta Tags
<meta property="og:title" content="A Good Title that can Attract More Clickthrough
(within 100 characters)"/>
<meta property="og:type" content="blog or website (visit Open Graph Protocol site
for more names of types)"/>
<meta property="og:url" content="The URL/Permalink of the Article"/>
<meta property="og:image" content="The URL of the image you want to share in
Facebook (usually landscape images perform well)"/>
<meta property="og:site_name" content="The Name of Your Site. If this is not
available, then Like Button press will show someone likes yoursite.com"/>
<meta property="og:description" content="Clickthrough (CTR) is the key. But,
og:title should be most attractive. And you can also put more attracting messages in
<150 character description.”/>

Admin Tag
<meta property="fb:admins" content="your.fb.id,another.id"/>
Find findmyfacebookid.com. Using this meta tag helps you to get admin access to
the page in Facebook and change/update various contents.
Facebook App ID Meta Tag
<meta property="fb:app_id" content="####### (The number of your app)"/>
This allows you to utilize the app engine of Facebook for your site. You can create
an app from http://developers.facebook.com/setup/. You can associate your
website with your app. In the comma-separated list, you have to mention the app(s)
that administers the page.
Facebook Meta Tags

Facebook Page ID Meta Tag
<meta property="fb:page_id"
content="####### (The number of
your page)"/>
When you have both internal and
external activity going on for
Facebook, it is hard for Facebook to
identify which page is connected
with the You can also get access to
Facebook Insights for the page.
Facebook Insights is the Web
Analytics for Facebook.
Facebook Meta Tags

Just as Google Provide Google Analytics to see interactions and traffic on your
website, you can use Facebook Insights to see Facebook Interactions and Traffic
from https://www.facebook.com/insights/
Facebook Insights for Your Website

Step-1: Go to Insights
https://www.facebook.com/insights
Step 2: Verify Your Domain
Install the code with you Facebook
ID number before the </head> tag
on all the pages of your website and
then click “Get Inishgts”.
Article: http://bit.ly/170ttlI
Facebook Insights for Your Website

• Use Open Graph Plugins (usually plugins will do the following stuffs
automatically for your website)
• Pull Page Title in og:title without the site name
• Pull the Site Name in og:site_name from common title (in settings)
• Pull the Permalink and Search Engine Friendly URL as og:url
• Facebook automatically chooses the best image to share by resolution.
Optimize image on page before you post. Manipulation suggestions at
http://webgilde.com/en/wordpress-seo-facebook-image-open-graph/
• You can pull Meta Description or page excerpt as og:description, but for
social share, please use different set of description (if possible) or plan Meta
Description for both SEO and Social Sharing
• If you have geo-location data on your page, use them in Open Graph or use
a common geo-location data for your company.
• For common meta tags for all pages, you can use custom meta tags on
global template
Automating OGO in CMS or WP

• Setup social media goals in Google Analtyics
• Setup Custom Filter to exclude Social Media Interactions and
Traffic by Internal Use
• Setup Custom Segments (http://bit.ly/1Fom6Q5)
• Review your reference traffic and update the Custom Segment
data from time to time
• Setup comparison parameters for all, SEO, social traffic, etc.
(Suggestions - http://bit.ly/1znD1gb)
Optimizing Google Analytics

Other Web Analytics for Your Website
● Hootsuite and Ubervu Analytics
● QuantCast (Social Demography Analytics)
● Moz Analytics
● Salesforce Marketing Cloud
● Sprout Social Analytics
● Buffer Analytics
List: http://venturebeat.com/2013/12/20/top-10-social-media-
analytics-tools-the-venturebeat-index/

Social Sharing Instruments
General Social Sharing Buttons/Widgets
• AddThis
• ShareThis
• AddToAny
• Tell-a-Friend
Comparison: http://bit.ly/1vcBHfM

Facebook Social Plugins
First see these links:
• Facebook Sharing Checklist
• Sites Directed to Children under 13
List:
• Plugins - https://developers.facebook.com/docs/plugins
• Badges - https://www.facebook.com/badges/
• Other list - http://theblogwidgets.com/2010/02/facebook-widgets-and-
tools-for-your.html

^ Like Button - Share Button v
< Send Button

Embedded Post Comments

Follow Button V Activity Feed V
< Recommendations Feed

Like Box Facepile
Facebook Badges
Page Plugin
Not available after
June 23, 2015

Other Social Sharing Widgets
• Twitter - https://twitter.com/settings/widgets/new
• Google Plus - https://developers.google.com/+/web/
• YouTube -
https://developers.google.com/youtube/youtube_subscribe_button +
http://www.youtube.com/yt/brand/downloads.html
• LinkedIn - https://developer.linkedin.com/plugins
• Pinterest - https://business.pinterest.com/en/widget-builder
• Instagram - http://instagram.com/accounts/badges/
• Sharrre - http://sharrre.com
• WordPress Plugins - http://roadtoblogging.com/social-media-wordpress-
widget/
List: http://blog.hubspot.com/blog/tabid/6307/bid/29544/The-Ultimate-Cheat-
Sheet-for-Creating-Social-Media-Buttons.aspx

URL Optimization and Shorteners
• Use UTM Parameters to Track Social Media Interactions and Traffic -
https://support.google.com/analytics/answer/1033867?hl=en
• Use AddThis and Other Social Sharing Hash Bookmarks
• Use URL Shorteners with Analytics for general public sharing
• Customize short URL for easy typing and referencing
• Use URL shorteners (preferably without public analytics) for various landing pages
of ads (Use Google URL Builder - http://bit.ly/1FoTy94)
• Use Bitly for Custom Domain Shortener (Paid) for social sharing -
http://support.bitly.com/knowledgebase/articles/76741-how-do-i-set-up-a-custom-
short-domain-
• Use Dynamic URL Source Attribution -
http://www.lunametrics.com/blog/2014/06/11/campaign-tracking-dynamic-source/ +
https://support.google.com/adwords/answer/2549100?hl=en
• Canonicalize Page (Rel=Canonical Tag) or use 301 redirects -
http://internetmarketingqna.tumblr.com/post/10398497560/does-using-google-
campaign-tracking-urls-affect

URL Optimization and Shorteners
How to Track Online Marketing Campaigns with UTM Parameters in Google Analytics -
https://blog.kissmetrics.com/utm-parameters-video/

Content Optimization
• Use embedded videos in contents for YouTube and Google Search
• Maintain image size for social sharing
• Optimize contents for social sharing + More
• Optimize your content for virality
• Optimize content for SEO with Social Signal
• Optimize Page Speed for both SEO & SMM
• Check Content Duplicacy: Plagspotter, CopyScape
• Content Audit Tools: Buzzsumo, Readability Score, Clarity Grader, etc.
• Perform Content Audit Checklist - http://moz.com/blog/content-audit-tutorial
• Use embedded plugins for social interactions:
– Floating or Sticky Social Media Interaction Plugins
– Use Quote Tweet Plugin(s) + More
– Use Pinterest Image Share Plugin

SMO Audit Tools
• Hubspot - http://www.hubspot.com/free-marketing-
resources
• Buzzsumo - https://app.buzzsumo.com
• Knowem - http://smo.knowem.com
• Moz Tools - http://moz.com/tools
• Woorank -
https://www.woorank.com/en/review/prothom-
alo.com
• Checklist Article - http://moz.com/blog/the-social-
media-marketers-seo-checklist

Integrating Others Channels
(Using other channels to grow owned social media)
• Youtube Tabs for Facebook Page - https://woobox.com/youtube
• Blog Tab for Facebook -
https://www.facebook.com/networkedblogs/app_9953271133
• RSS Tabs for Facebook Page - https://apps.facebook.com/rsstabs/,
https://apps.facebook.com/social-rss/
• Mobile and Other Device Integration
–http://usefulsocialmedia.com/embed-social/socially-mobile-how-
marketers-can-use-mobile-enhance-social-engagement
–http://usefulsocialmedia.com/embed-social/how-integrate-mobile-social-
media-strategies-part-1-targeting-key
–http://usefulsocialmedia.com/customer-insight/how-integrate-mobile-
social-media-strategies-part-2-capture-your-customers-move
–http://usefulsocialmedia.com/customer-insight/how-integrate-mobile-
social-media-strategies-part-3-boost-engagement-through-consis
• Integrate QR Codes for Social Sharing

Thanks
Join, Engage, and Influence the World
Join:
https://www.facebook.com/groups/corporatesmm
Engage:
https://www.facebook.com/groups/bimpa/
Contacts:
https://www.facebook.com/asifanwarpage
tradeconsultant@gmail.com
@seoppcsmm

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