how to optimize your facebook content for better referral traffic

Download How to Optimize Your Facebook Content for Better Referral Traffic

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    How to Optimize Your Facebook Contentfor Better Referral TrafficBy Lucy Hitz April 13, 2015

    152 17 14 95 0

    Facebook is driving users to

    websites at ever-increasing rates.

    The networks impact on web traffic

    has pushed the volume of social

    media traffic higher than organic

    The Complete Guide to FacebookAnalytics

    Download

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    traffic in many cases.

    Facebook sends more traffic to brand websites than any other social network, by far. A

    recent Shareaholic report showed that Facebook now drives nearly 25% of social media

    referral traffic.

    If youre a social marketer, right now you might be asking yourself:

    How can I drive more referral traffic from Facebook?

    Below are some tips for optimizing your content and your use of Facebook Insights so you

    can experience better referral traffic from the friendliest network.

    Make Sure Youve Given Facebook Crawler Access

    The Facebook Crawler (no, this has nothing to do with Spiderman) fetches content from

    your site and generates a preview for people on Facebook.

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    An example of how the Facebook Crawler auto-populates a preview image for a link when a Facebook users shares

    your link.

    When a Facebook user shares a URL, it activates the Facebook Crawler. If your content is

    publicly available, the Crawler has no problem accessing it, but if your content requires a login

    or has restricted access, you need to enable access for the Facebook Crawler to generate

    previews.

    This is important because folks are much more likely to click on your content when there is a

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    preview image attached. According to our latest Facebook study, visual content is the

    primary driver of engagement on Facebook.

    After photos, our study found that videos are the second most-engaging content type,

    averaging more than 2,500 engagements per post.

    Brands have recognized the power of visual content: together, photos and videos account for

    more than 80% of brand posts.

    Optimize for Facebooks Internal SEO

    The Facebook Crawler scrapes the HTML of URLs that are shared on the network. To stay

    competitive, optimize what the Facebook Crawler picks up from your pages by using Open

    Graph meta tags.

    These are the most basic tags you can use.

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    Source: Facebook Developers Site

    For more improved distribution and engagement, consider adding these HTML tags.

    og: type

    What it is: The content type of the page.

    The impact: This tag determines how your content shows up in News Feed. If you dont

    specify a type, the default is website. You must choose one, even if the page in question

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    features many content types.

    og: locale

    What it is: Where the resource is located geographically. The default is en_US. You can

    use og:locale:alternate if you have other available language translations available.

    The impact: This tag helps you deliver the most geographically and linguistically relevant

    content to users.

    article: author

    What it is: A way of linking to the author(s) of the article youre publishing.

    The impact: This tag helps you link content more directly to its producer likely, a member

    of your organization.

    The target of the article: author tag can either be a Facebook Profile or a Facebook Page. As

    an added bonus, Facebook will likely offer a chance to follow the articles author(s) when its

    displayed in the news feed. Your authors must have follow enabled so that people can follow

    them.

    This is a good time to remind you that your authors, especially if theyre thought leaders in

    your space, should have Facebook Pages which invite users to follow them, not just Friend

    them. This strengthens bonds with the author and, thus, your brand. It also makes their

    posts more likely to show up in followers feeds.

    article: publisher

    What it is: A way of linking to the publisher of the article youre publishing.

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    The impact: This tag helps you link content more directly to your organization. The target

    must be a Facebook Page. As an added bonus, Facebook will likely offer a chance to follow

    you, the publisher, when the content is displayed in the news feed. This tag is only available to

    media publishers.

    Make Your Images Shine

    Here are some quick tips to make sure your images on Facebook are catalysts for sharing,

    not snoozing.

    When Your Graphic Designers MIA

    We work in social media. We didnt get design degrees and we dont have enough time to

    learn how to use Photoshop. Luckily, Canva exists (I swear they didnt pay me to say that).

    Recite This is also a great resource for easily sharable organizational and/or inspirational

    quotes on sleek backdrops.

    There are other options out there, but the point is, you dont necessarily need to be a

    Photoshop wiz or have an eye for design to create effective visuals for Facebook.

    Choose the Right Colors

    By applying certain colors in the buying / reading / sharing process, you can see better results

    on Facebook.

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    Colors, emotions, and the brands who choose them.

    For example, blue signals trust, red encourages action, and yellow activates excitement. This

    psychology of color isnt a hard science, but its something to keep in mind before you

    choose neon pink as the background for your social image. You can learn more about color

    psychology on social here.

    Go Logo Crazy

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    Our personal experience at Simply Measured has taught us that the presence of a

    recognizable logo helps posts generate more shares.

    An example of using an external big brand to draw content shares.

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    If you have the opportunity, include a logo (not necessarily yours) to feature in your image

    and watch shares skyrocket.

    Text Tips

    Make sure the sense that your image conveys, your Facebook copy, and the content on the

    webpage are synergistic.

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    An example of image, caption, and link text all working together delightfully.

    Keeping it consistent is crucial, especially since people choose whether to click through or

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    not based on the text on an image. You want to make sure they know what theyre getting

    into by clicking to avoid high bounce rates.

    Another text tip to remember: the less text, the better. Dont bombard your alluring image

    with paragraphs of text. Include just enough text to convey the information youre hoping

    catches peoples eyes.

    Size Em Right

    Use images that are at least 1200 x 630 pixels for the best display on high resolution devices.

    At the minimum, use images that are 600 x 315 pixels to display link page posts with larger

    images.

    How Does Your Brand Hack Facebook for OptimizedSharing?

    We want to know! Tell us all your secrets! Just kiddingbut, seriously, do you have tips and

    tricks youve learned along the way that youd be willing to share? Holler in the comments.

    Need a more basic lay of the strategy land on Facebook, from industry-standard definitions

    to successful case studies? Be sure to download our recently revamped Facebook ebook by

    clicking below.

    Get everything you need to analyze the metrics that matter

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    Lucy HitzIm the Content Marketing Producer here at Simply Measured, which means I get

    to research the latest and greatest in social media, and tell you all about it. I love

    yoga, prosciutto, peaty scotch, poetry, and Taylor Swift. If I were a social media

    channel, Id want to be Instagram, but I think Im Twitter.

    Get everything you need to analyze the metrics that matter

    The Complete Guideto Facebook Analytics

    Download

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    2 Comments Simply Measured 1

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    Affiliate Management 4 days ago

    nice tips...how should those meta-tags looks for Facebook?

    1

    Reply

    Brian Mack 11 hours ago

    an example of how to use/write those tags would be nice.

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