LSMinute – Digital Drives Trillions in Offline Retail Spending

Take a minute to learn about what’s new in digital marketing!


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What Happened?

  • According to Forrester, $1.26 trillion of local retail sales were affected in some way by digital media in 2016. By 2021, Forrester’s expects that mobile devices alone will influence $1.4 trillion in local sales. Sweet sassy molassy!
What This Means For You
  • It’s likely that your digital marketing endeavors are providing a better ROI than you think, it’s just challenging to track the true ROI generated from your digital marketing campaigns.
Next Steps
  • You know what makes true ROI lead tracking less challenging? Using Local Search Masters’ new, proprietary lead attribution technology that allows you to understand the specific ROI of different advertising campaigns, factoring in lifetime customer value through CRM integrations. Contact your account manager to learn more.


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What Happened?

  • According to Search Engine Land, online ads are performing better now than they were last year. Overall click volume rose 15 percent and impressions rose 19 percent. Also, mobile devices continue to become the dominant source of impressions, clicks, and conversions.
What This Means For You
Next Steps
  • Your account manager will continue providing recommendations on where and when you should allocate your online ad budget, so be sure and attend your monthly strategy sessions!


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What Happened? 

  • You can now log into your LSM dashboard and view the results generated from your Google My Business profile such as website clicks, phone calls, direction requests, map views, branded queries and non-branded queries.
What This Means For You
  • Some people never actually go to your website, they contact your business directly through your Google My Business listing. This has made it challenging for businesses to quantify the amount of business generated from their web presence. Access to this data helps resolve this issue.
  • It’ll help you understand the ROI generated from traditional marketing efforts. For example, you run a TV or radio ad over a two week period: you can see how that ad impacted the number of times people searched for your business over that two-three week period, and use that information to better determine the success of that ad.
Next Steps
  • Feel free to log into your dashboard and check it out for yourself. Otherwise, expect your account manager to discuss the results generated from your Google My Business listing during your next strategy session!


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Facebook decided to make a case study about our work with Heartland Dental, a dental support organization that provides non-clinical services to 740+ dental offices in the US. We increased their online leads by 460 percent and decreased cost per lead by 56 percent. Facebook liked our work so much that we’ll be featured again in Q2!

LSMinute – A Simpler Way to Monitor Social Interactions

Take a minute to learn about what’s new in digital marketing!


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What Happened?

  • Facebook, Instagram, and Messenger merged into one inbox. Facebook pages now have access to all of their interactions in one convenient place. Whether you get a page comment, a Facebook message or an Instagram message, they all will appear in one location.
What This Means For You
  • As business owners, you are now able to provide a more personalized service. As messages and comments come thru the inbox, you can tap to view the responder’s location and profile information to better meet their needs.
Next Steps
  • This updated inbox feature will be rolling out in the Facebook pages app in the coming weeks. Until then, please reach out to your Local Search Masters account manager to learn more about our premium social media option which includes monitoring and responding to your social inbox.


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What Happened?

  • Google’s new pilot feature in Google My Business will give companies the ability to communicate via live chat with customers directly from the Google search results.
What This Means For You
  • While this is a pilot feature that’s still in earlier stages, the business implications for this could be huge. This feature offers customers another way to communicate with you. Responding to customers can provide you with another opportunity to answer a question, tell your story, and ultimately drive more sales.
Next Steps
  • If you’ve received an email from Google inviting you to participate in the pilot, follow these instructions to start messaging with customers. Let your LSM account manager know too!
  • If you have not received an email from Google, sit tight and stay tuned. Google is testing the feature now and will soon begin to roll this out to more businesses.


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What Happened? 

  • In 2016, mobile overtook desktop as the primary device used to access websites. Suffice it to say, mobile has well and truly arrived.
What This Means For You
  • Having a mobile-friendly site is incredibly important. According to Google:
    • People are five times more likely to leave a site if it isn’t mobile friendly
    • Over half of mobile users leave a site if it takes longer than three seconds to load.
  • The takeaway: if your website isn’t optimized for mobile devices, you stand to lose out on a lot of new business.
Next Steps
  • Use this test and/or this test to see how mobile friendly your website is.
  • Perform a mobile usability report of your website, which will detect problems for visitors on mobile devices.
  • Connect with your LSM account manager to see what strategies can help make your site more mobile-friendly in 2017.


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Local Search Masters‘ search engine marketing specialist Zach Schimenz was recognized as a finalist for the ‘Young Search Professional’ award at the 2016 US Search Awards. Celebrating its fourth year, the US Search Awards mark the largest celebration of search engine optimization (SEO) and online advertising in the United States, attracting hundreds of entries from leading search and digital agencies and professionals. “It’s an honor being nominated for this award, which is a reflection of not only my work, but also the excellent work of the team around me,” says Schimenz. In other words, teamwork makes the dream work!

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LSMinute – Are You Visible To Those Using Siri For Search?

Take a minute to learn about what’s new in digital marketing!


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What Happened?
  • Digital Assistants such as Siri and Alexa have continually grown in use over the last year, with no signs of slowing down. Interestingly, we interact with digital assistants much differently than we do with traditional search queries. The majority of queries coming from digital assistants are phrased in full, grammatically correct sentences; versus the short keyword heavy traditional, typed, search queries.
What This Means For You
  • It’s becoming increasingly important to try to “capture” these full question queries for your brand in both organic and paid search listings. Using insights from Google Analytics and Google AdWords, we can shape the content to closely match those questions, which will increase relevance and, in return, increase ranking for that term.
Next Steps
  • Creating a FAQ page is a great way to “capture” full question queries. Look at your recent search terms, and identify common full question queries. Design your FAQ page to ask and answer those questions. The next time that question is asked to a digital assistant, your brand’s FAQ page should show as a top result.


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What Happened?
  • Facebook launched advertisements that are native in the Facebook News Feed, but are directed to Messenger, which is Facebook’s chat platform. With Messenger as a new destination for consumers, advertisers have the ability to have real-time conversations with their customers through a Messenger bot. The Messenger bot has a configurable structured message that prompts consumers to make real-time decisions such as purchasing an item, taking advantage of a coupon code, or even booking an appointment.
What This Means For You
  • Real-time responses are becoming more and more crucial with today’s social media platforms. Instantaneous messaging for your consumers gives you the capability to provide a real-time and impulsive experience. More and more businesses are finding ways to reach their customers as quickly as possible and before other companies have the opportunity.
Next Steps
  • Instead of linking customers to your website or running advertisements for brand awareness, put your Facebook advertisements into the trusting hands of the Messenger bot. You can give consumers an experience like no other advertising experience without the hassle of giving a real-time experience yourself.


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What Happened? 
  • Facebook is testing a “Jobs” tab on a select few Business Facebook Pages. The goal of this test is to seamlessly integrate job postings on the platform and improve the user experience for both the business and the applicant. The new tab will allow page admins to share job opening information as a status update. An “Apply Now” button directs to a job application that’s pre-populated with contact information from their Facebook profile. Business Pages will receive completed job applications via Facebook Messenger, where they can then reply directly to the applicant without ever leaving Facebook.
What This Means For You
  • According to Muse.com, 14.4 Million people in the US have used social media to search for a job. Of those 14.4 million, nearly 30% of them used social media as their primary tool in their job search. Instead of posting job openings via online job boards, your business has an opportunity to get in front of millions of job seekers via the Facebook platform. Best of all, because this is Facebook, the feature will be free to use with the option to boost posts or pay for ads targeting candidates.
Next Steps
  • As of now, the Jobs tab is still in the testing stage and has been rolled out to only a handful of businesses. No release date has been announced, nor has there been a definitive decision made as to whether or not the Jobs feature will be rolled out universally. In the meantime, make sure your organization has a Facebook Business Page so that you can take advantage of this free feature when it goes live and take your recruiting efforts to the next level.


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We’ve been recognized by Clutch as one of the Leading SEO Consultants in the United States, Canada, and the United Kingdom. Clutch, a business-to-business research firm, updates this report every year based on research leveraged from their proprietary Leaders Matrix methodology, mapping each agency’s focus on providing value-added SEO services against their ability to deliver on clients’ expectations. “Each of these agencies has proven capabilities in providing a full suite of consulting services and unique SEO solutions to their respective clients,” stated Grayson Kemper, Analyst at Clutch. We appreciate the recognition and look forward to remaining on this report for years to come!

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LSMinute – Google Possum Update = Expanded Competition & Ranking Opportunities

Take a minute to learn about what’s new in digital marketing!


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What Happened? 

  • Google is now applying filters to reward businesses that are not only physically closest to searchers but that also are optimizing their web presence for search far better than anyone else.
What This Means For You
  • More chances to rank highly. If your site is SEO-optimized, then Google will let it rank on more localized searches regardless of your physical location. For example: when I search “tennis store Nashville,” I now see a store located in Franklin (16 miles outside of Nashville) rank #2 in the Local 3-Pack search results.
  • Greater competition for high organic rankings. It’s even more important to have an SEO-optimized web presence to prevent other businesses from overtaking your position in the search results.
Next Steps
  • We’ll review your rankings and investigate 1) new search queries you may want to try and rank for and 2) which competitors may start challenging you for rankings more often. It’s updates like this that help demonstrate the value of an award-winning SEO agency!


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What Happened?

  • Google’s Knowledge Graph now shows reviews about your business from multiple sources, not just from Google. For example, if you search for “Massage Envy Green Hills” and look at their location’s Knowledge Graph, you’ll see their composite review scores on Facebook, Foursquare and YP.com. If you type in “CertaPro Nashville” you’ll see their composite review scores on Home Advisor and Customer Lobby.

What This Means For You

  • It’s even easier for people to see multiple reviews about your business.

Next Steps

  • We’ll check out which composite review scores show up in your Knowledge Graph. It’ll then be your job to acquire more positive reviews about your business on those respective websites. Need advice on how to acquire more reviews from customers? Ask your account manager.


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What Happened?

  • A recent study was discussed at SMX East 2016. It showed that the most important factor for getting a website to rank in the Local 3-Pack / Map search results is having excellent inbound links. It accounts for 50% of the ranking equation, with various link metrics taking 10 of the top 15 ranking factors.
What This Means For You
  • This reiterates the importance of link building for SEO purposes. Without consistently getting new, quality websites to link back to your website, you won’t be able to obtain/maintain high rankings on competitive search queries.
Next Steps
  • You’re ahead of the curve because you’re paying us to build links to your website. To acquire a few more quality, local links to your website, watch this video we made at Google HQ about 9 “low hanging fruit” link building opportunities for small businesses, and then get back with us on how we can work together to develop these links.


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LSM’s portfolio of work with Amazing Lash Studio, a national eyelash extension franchise brand, was named a finalist for the ‘Best SEO Initiative – Small Business award at the 2016 Landy Awards. Presented by leading industry publication, Search Engine Land, the Landy Awards recognize individuals, agencies and Internet marketing teams who demonstrate excellence in organic and paid search marketing initiatives.

For LSM, it feels like we’ve been nominated for an Oscar! It wouldn’t have been possible to earn this recognition without the excellent communication and support provided by the folks at Amazing Lash Studio, so behalf of everyone at Local Search Masters:

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LSMinute – Facebook Upgrades Advertising Platform

Take a minute to learn about what’s new in digital marketing!


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What Happened? 

The social network is adding multiple new features to its advertising platform that will:

  • Track whether your Facebook ads result in store visits and offline purchases.
  • Let people navigate their way to your brand’s nearest store from within the ad itself.
  • Offer the ability to optimize ad creative, delivery and targeting based on store visits.
  • Provide results across individual stores or regions.
What This Means For You
  • You’ll have access to real-time data on the offline response to your Facebook ads.
  • It’ll be easier for multi-location businesses to obtain and analyze the results of their Facebook ad campaigns at the local and regional levels.
Next Steps
  • We’re a Facebook Partner and a scheduled beta tester for these features. We’ll be learning and testing out these new features over the next few weeks, and then begin implementing these new features into our clients’ Facebook ad campaigns as they officially roll out.


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What Happened?

What This Means For You
  • This could be another great spot for your business to run ads.
  • This will increase the Local Pack section’s size, from 3 listings to 4 listings, meaning it’ll the take up more top-shelf space on Page 1 of the organic search results.
Next Steps
  • We’ll evaluate this feature further as Google continues rolling it out to their partner network and let you know it’s something your business should consider trying out!


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What Happened?

  • Google officially announced the release of Campaign Groups, which lets advertisers group AdWords campaigns with common targets to monitor performance against those goals.
What This Means For You
  • We’ll be able to make better recommendations for your business’ Google AdWords campaign based on aggregated data across multiple accounts. Pretty good timing on Google’s part since we just mentioned how Facebook’s now providing results across individual stores or regions.
Next Steps
  • We’ll begin implementing this feature into our multi-location clients’ campaigns over the coming weeks.


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We’re proud to announce that we’ve made the 2016 Inc. 5000 list of America’s fastest-growing private companies in the United States, coming in at #1282 with a three-year growth rate of 301%. Our agency could not achieve this recognition without the support of our clients and partners, so on behalf of everyone here at Local Search Masters:
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LSM a Featured Speaker at Nashville Entrepreneur Center

LSM Speaks at Nashville Entrepreneur Center


Local Search Masters was asked to be a featured speaker at the Nashville Entrepreneur Center‘s ongoing “How To Workshops,” a hands on training series taught by community mentors in order to help new companies and entrepreneurs learn specific business skills at a high level. Earlier this month, LSM’s Business Development Executive, Luke Myszka, spoke to the group about digital marketing best practices entrepreneurs should consider applying to their business’ marketing strategies.

Key takeaways from Luke’s presentation include:


Over 85% of consumers use the internet to find local businesses according to Yelp, and that trend is only increasing as the population becomes more and more integrated with technology. Even if the point of sale does not occur online, a customer’s journey to purchasing your product or using your service will almost always include some kind of online component. For example, a customer might see an ad for your retail store on their favorite news website, click on to your ad, navigate to your “Contact Us” page, and then drive to your retail storefront to make a purchase. Long story short: your business needs to be online, and it needs to look great too.


Providing your audience with quality content is a terrific way of establishing trust between them and your brand. Great content converts search visitors into sales. When a potential customer finds the information they were looking for on your website, they stop browsing, and and they take action.


Customers are more likely to engage your brand on platforms where they already have an active presence. This concept usually comes up when a client asks whether they should support newer social media channels (ie. Instagram) or advertising platforms (ie. Facebook ads). If your customers are on that platform…yes….if they aren’t on that platform….probably not.


Below you’ll find the audio recording of Luke’s presentation:

For more information about Local Search Masters you can visit https://localsearchmasters.com.

What Do Twitter Ads Bring to the Tablet?

Nashville Social Media Blog Sowell Train Awards LogoThe Sowell Train Awards aim to provide a little insight into the latest developments in the digital marketing world. From Google algorithm updates to the newest social media features, I take a look at the biggest trends and changes in the field, give a little analysis, and apply a rating system based on the value that each development provides to marketers. Highly valuable developments are awarded a whopping 5 choo choos, and not-so-promising changes get only 1.

While Twitter’s targeting options are not as sophisticated as Facebook’s Power Editor, Twitter advertising is an effective way to get engagement on social media and to maximize instant communication with target audiences.

With Twitter advertising, you can promote both Twitter accounts and individual tweets. Promoted accounts strive to acquire followers; promoted Tweets aim to increase the number of impressions and interaction on the actual post while gaining a follower or two as well.

Targeting comes at different levels. From keyword level targeting to targeting by interests and followers, Twitter ads allow marketers to get their content in front of people who are interested in what they have to say.

In addition to keyword targeting, you can market to potential customers by targeting followers of a particular user. For example, let’s say you want to promote a fashion blog post on Twitter.  By targeting followers of influential people in the fashion industry, you have the potential to reach larger but still highly relevant audience.

In addition, Twitter has recently released new advertising features. With Amplify, Twitter is ramping up their attempts to engage via videos. Recently, Twitter announced their plan to roll out 15 new types of ad products and ways to target users within the next 6 months. For instance, the upcoming app install ad feature will allow advertisers to promote their apps for downloading.

With its large follower fan base and growing connection to video, Twitter advertising is a unique way to advertise and has a lot of potential for success in the hands of creative marketing teams, especially with the advent of their new ad types. Consequently, Twitter ads earn 4 choo choos for their value to social media marketers in the last Sowell Train Awards.

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Hannah on Google+

Take Control of Your Facebook Marketing with Power Editor and Partner Categories

Nashville Social Media Blog Sowell Train Awards Logo

The Sowell Train Awards aim to provide a little insight into the latest developments in the digital marketing world. From Google algorithm updates to the newest social media features, I take a look at the biggest trends and changes in the field, give a little analysis, and apply a rating system based on the value that each development provides to marketers. Highly valuable developments are awarded a whopping 5 choo choos, and not-so-promising changes get only 1.

Fairly recently, Facebook rolled out its own version of Google AdWords and gave a golden opportunity to those of us on the social media side of digital marketing. The advent of an advanced, highly targeted advertising function on Facebook has the potential to grow the capabilities of social media marketing.

Facebook ads are a function of the giant social media corporation that will continue to grow more important as advertisements become more accepted and commonplace on social channels, so it is crucial for any good social media marketer to be well versed in the capabilities of paid Facebook campaigns.

Facebook ads can be used for anything from gaining Facebook likes for a page to increasing event responses to driving website conversions. Power Editor is a Facebook advertisement tool that allows for advanced campaign and ad editing and offers services like replicating ads and managing campaigns. However, it’s important to attract the right audience, not just any audience. While Facebook has offered various ad targeting capabilities for a while, the Power Editor function offers partner categories, which bring ad targeting to an unprecedented level with their highly detailed parameters.

Power Editor draws on data from three different external partner categories that gather information about users’ preferences. Categories are incredibly specific. For example, you can limit your audience to new parents interested in green living who make $75,000 – $100,000 per year and who have recently moved into a home worth $150,000 – $199,999. Want to target college graduates with teen drivers whose car insurance expires in April? Lucky you. You can even target people by congressional district who donate to political causes.

Much like with AdWords, Power Editor allows for multiples campaigns, ads per campaign, and the ability to pause, edit, and delete ads as necessary. In particular, A/B testing opportunities abound with the immense amount of parameters offered.

Power Editor and, more specifically, partner categories allow for targeting capabilities beyond anything we have yet seen in social media. I give Power Editor partner categories 5 choo choos for their value to social media marketing. For your convenience, I have listed out the three partner categories, along with their parameters.

[button color=”black” size=”large” link=”http://localsearchmasters.com/power-editor-partner-categories/”] See All Partner Categories[/button]

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Hannah on Google+

Writing for SEO Checklist

SEO being chipped into a rock, symbolic of writing for SEO.
Illustration by Kevin Kennedy, strazi.org

At Sitemason, when I begin to write for our blog or marketing pages, I often run through a checklist of SEO best practices. Not because I’m especially concerned with being technically perfect and appeasing the search gods (AKA Google), but because what’s good for search engines is good for readers. Writing in general has one overarching rule, and I make sure it’s my number one consideration when I begin writing: “Make sure your topic provides authentic obvious value beyond self-promotion.”

It is not merely enough to write content for the sake of filling a page because you should have a blog updated weekly. It’s nothing more than a waste of your time and your readers. Writing needs to communicate something of value. Whether it’s a support article or a company announcement, there needs to be focus and intention in communicating the main points.

In a distant second place — but where the art of SEO really kicks in — crafting the language of those “main points” should receive considerable attention. In the world of search, you may know them as “keywords.”

Below, I’ve provided a 17 point checklist that I reference when I begin writing. It’s broken up into the three parts: Planning, SEO Specific Tasks, and Social Media Promotion. Additionally, I’ve tried to provide an example for each, as if we were writing for SEO with this article (which I’d have to do anyway!).

Planning

 Make sure topic provides authentic obvious value beyond self-promotion

As mentioned, this single point is by far the most important consideration when writing, period. Whether you agree with me or not, I’ve concluded “yes,” this article provides a benefit to readers by supplying them with a writing reference guide when considering SEO. Everyone loves a checklist!

 Define primary and secondary keywords

Keywords have traditionally been the glue of SEO. It’s a way to bind the distilled message of an article to a search engine’s index. Outside of the content itself, defining your keywords is the single most important SEO consideration you can make.

For this article, I’ve settled on “Writing for SEO Checklist” as my primary keyword. It’s not a coincidence it’s the title of the article! The title is the keyword, and not vice versa. I could use “SEO Checklist” or “Writing for SEO”, but “Writing for SEO Checklist” better describes the content, and specificity is crucial. Unless you have an enormous budget or you have written THE definitive guide to something, competing for generic search terms is a losing proposition. Use keywords that are concise, catchy, and descriptive.

 Page should target a single searcher intent

I want this article to reach people searching for a reference guide to help them consider SEO in their writing. This is the WHY of the article. Defining that statement right there will help me keep my writing focused and always consider that person searching the web. “Writing for seo checklist” won’t win any popularity contests, but the people who search that term should find this article.

 Research keywords and determine if related keywords might be more appropriate

Google (AdWords specifically) and many other SEO services like Moz and Raven have great keyword research tools. If search result rankings are important to you, you’ll want to spend some time researching keywords to make sure you’re both using the right keywords and not contributing to an over saturated topic where your article would be of little value to the general public, or more importantly, your site users. For example, I’d originally considered “SEO Checklist” for my title and primary keyword, but upon researching, found it to be rather diluted and decided on something with more specificity. However, if the article does gain traction, it could compete for “seo checklist” as well.

SEO Specific Tasks

 Generate a concise Description based on keywords in less than 160 characters

The Description is the snippet of text that appears beneath the link when presenting your content in search engines and social media sharing. Keeping it short means that the entire description will appear in the preview for your link. This is the one-liner describing your writing and should include your keywords. We’ll use “An SEO checklist of best practices to consider when writing online, from the folks at Sitemason.com.” Keeping it around 100 characters provides the added benefit of using the description when sharing on Twitter as well (and leaves room for a URL and a couple @’s or #hashtags).

Screenshot of SERP preview for this article

 Window title & article title have matching keywords

Make sure your window title (the one that appears atop a browser for a given page) matches the title of your article. This is SEO 101, and any modern CMS will do this for you, however it’s always worth double checking. For this article, I’ll make sure “Writing for SEO Checklist” is both the title at the top of the page and the window title in the browser.

 Primary keyword phrase appears in page URL

The path of the page should match your title/keyword, all lowercase, without spacing, and preferably a dash ( – ) between each word. This article’s path will be /blog/writing-for-seo-checklist

 Images on the page employ descriptive, keyword-rich alt attributes

If you’ve ever run a site audit, you’ll know that missing ALT attributes gives errors that makes you think the world is coming to an end. Search engines HATE it when images don’t have ALT attributes. These are the short descriptive titles for an image that do not necessarily appear on the page, like:

<img src="/images/writing-for-seo-checklist-illustration.jpg" alt="An illustration header image by Kevin Kennedy at strazi.org for the Writing for SEO Checklist blog post" />

ALT attributes are expected both so search engines can better understand the image and for accessibility purposes for visitors who are visually impaired or who turn images off.

 Title is < 75 Characters

Similar to limiting your description to < 160 characters, keeping a slim page title is important for the same reasons. The entire title should fit nicely on a search results page. More than 75 characters will truncate the title, risking a reader overlooking the article if they can’t read the whole title. “Writing for SEO Checklist” weighs in at a lean 25.

 Word count should be a minimum of 500

Unless you’re running a haiku blog, how often can you say something meaningful in less than 500 words? Readers and search engines suggest it’s unlikely. I don’t think I’m going to have any problem though, as I’m already over 1000 and still have a ways to go.

 Make sure the page is the only URL on which the content appears

If the same content appears on multiple pages, search engines will treat those pages in one of two ways: assume it’s spam or split the traffic. Both are no good. Avoid duplicate content everywhere on your site.

 Add internal links to reference your own published work

Keep the juice flowing by referencing pages on your own site to keep readers engaged and hopefully moving towards a transaction. By linking to another blog post or a marketing page with more details about a topic, you’re increasing the authority of your writing and site in general. Traditionally, the basic algorithm of search engines is “clicking a link is voting for a piece of content.” The more votes, the more likely a page is to be highly ranked. Here’s a link to my other writings on SEO at sitemason.com. See how that works?

 Use external links when appropriate to reference useful or contributing sources

Link building in general is a great way to generate traffic to your site. External links are often used as a reference tool to provide readers with more in-depth coverage of a topic on another site, as a mini-bibliography, or just to provide some link-love. If a popular site notices they’re getting traffic linked from your blog, that could open a business opportunity or, at a minimum, make them more apt to return the favor. In this article, we have a handful of external links to outside services.

 Use schemas if content contains a transactional event

Search engines rely on formats set by schema.org to understand the types of content in a blog post and specially format the results. Examples of this might be an event or tour dates, an office location, a promotional product for sale, etc. Search engines are displaying results more and more specialized to provide the most context possible to the search user. This article doesn’t have an example, but I especially use schemas when promoting an event so it’s more likely to be picked up by aggregating calendars. Here’s an example of an event search result for “nashville meetups”:

Example of an event serp for nashville meetups

Learn more at schema.org and checkout schema-creator.org to quickly build embeddable schema code for your event.

Social Media Promotion

 Post article to social networks you actively use

This article isn’t especially about marketing, so I’ll keep the promotion recommendations to a minimum and chime in where I think they help SEO. If you only have five connections on Google+, that’s a good sign it’s probably not worth the effort. Engagement is a much more valuable metric than simply posting. Focus on those networks where you are an active participant. If you’re a small organization, that probably means Facebook and Twitter. If there’s an active conversation around your content on Twitter, and you get a lot of traffic from t.co, that’s more valuable than a couple here, a couple there, etc.

 Try to post @somebody who would benefit from reading your article

Using Twitter as a newsfeed is fine, but it’s not likely to increase engagement. Tweet at people or tag Facebook users you have a relationship with in your industry, or somebody you know was having a problem you’re addressing in your writing. This will get the conversation going in a personal way, and increase the likelihood of user engagement. Search engines promote content with active social media conversations.

 Use keyword based #hashtags when posting to social networks

A great way to contribute to an active conversation is through hashtags. Take a few minutes to research hashtags related to your keywords, and include the top one or two in your Tweet. For this topic, there’s obviously an extremely active #seo conversation on Twitter which would be difficult to gain traction, but it doesn’t really cost you anything other than 4 characters. For our Tweet, I think I’ll probably use the more dedicated #seochecklist hashtag but probably include #seo as well.

Billy on Google+

 

Want to learn more about SEO? Check out these posts for more information!

SEO Moneyball Series

How to Perform a Google Analytics Audit

Video: Choosing an SEO Company