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From the SMX East 2014 Conference in New York City, NY. SESSION: Up Close With Twitter Cards & Facebook's Open Graph. PRESENTATION: Essential Knowledge: Open Graph Social Markup - Given by Merry Morud, @MerryMorud, Social Advertising Director - aimClear. #SMX #14B
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ESSENTIAL KNOWLEDGE OPEN GRAPH SOCIAL MARKUP
Merry Morud, Social Media Director | @MerryMorud
@MerryMorud © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency. Image credit: flickr sco1chene
@MerryMorud © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency. Image credit: flickr popdust
Open Graph API (OG) = Integra7on Between Facebook & Websites
@MerryMorud
SOCIAL MARKUP OVERVIEW
• Why Social Markup is CRITICAL
• Facebook Open Graph (OG)
• Social Markup Strategies
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@MerryMorud © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Content is KING but…
@MerryMorud © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Strategic Content Markup For Social Distribu>on is EVERYTHING
@MerryMorud
SOCIAL MARKUP = MORE SOCIAL SHARES
• Compelling, Accurate Social Markup Increases Click-through Rates
• Easier for users to Share Content
• More Likely for users to Share Content
• Which means…
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@MerryMorud © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
SOCIAL SHARES = CRITICAL TO LONG-
TERM SEO HEALTH
@MerryMorud © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
SMART BRANDS TAKE CONTROL OF HOW CONTENT IS DISPLAYED
VIA STRATEGIC SOCIAL MARKUP
@MerryMorud © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@MerryMorud
FACEBOOK OPEN GRAPH (OG)
• Integration between Facebook & Websites • Twitter, Google, & LinkedIn Pull in OG Tag Data • Homepage HTML: xmlns:og="http://ogp.me/ns#" xmlns:fb="https://www.facebook.com/2008/fbml"> • Add Custom OG Tags to Individual Pages
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@MerryMorud © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
og:descrip>on
og:>tle
og:image
@MerryMorud
FACEBOOK OG TAGS <meta property="og:title" content=“Webpage Title"/> • Bolder than the rest • FB will truncate ~88 characters
<meta property="og:description" content=“description of the webpage."/> • Similar to HTML meta description for SERPs
– Don’t KW stuff, but be compelling (& accurate) • Keep it ~200 characters
– Most important message ~100
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@MerryMorud
FACEBOOK OG TAGS <meta property="og:image" content="Your image URL"/> • MOST IMPORTANT • Static pages must change this tag manually • Most CMSs have Plugins • Optimal FB Size: 1200x627
– No smaller than 400x209! (or it’ll be a thumbnail L ) • Image doesn’t even have to be on your page! <meta property=”og:image” content=”http://www.yourdomain.com/image-name.jpg” />
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@MerryMorud
FACEBOOK OG TAGS
<meta property="og:type" content="article"/> • Determines if your content will appear in a user’s interest
section of profile if “Liked” – Typically for real-life objects (people, movies, books, etc)
• Default = website <meta property="og:site_name” content=“website name"/>
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@MerryMorud © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
MULTIPLE URLS TO SAME CONTENT?
IMPORTANT! SET CANONICAL:
LEARN MORE:
<meta property="og:url" content=”webpage URL"/>
http://bit.ly/canonical-URL
@MerryMorud
CHECK YOUR WORK!
https://developers.facebook.com/tools/debug/
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
BONUS: This Will Clear FB’s Cache!
@MerryMorud
EASILY IMPLEMENT WITH WITH SIMPLE
PLUGINS
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@MerryMorud
OPEN GRAPH PLUGINS • Wordpress
– Wordpress SEO by Yoast >> http://bit.ly/YoastOG
– SEO Ultimate >> http://bit.ly/SEOult
– FB Official >> http://bit.ly/FB-OG • Magento >> http://bit.ly/Mag-OG
• Drupal >> http://bit.ly/Dru-OG
• Joomla >> http://bit.ly/Joom-OG
• Zen Cart >> http://bit.ly/OG-Zen
• osCommerce >> http://bit.ly/os-OG
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
See ‘Em All: hLp://bit.ly/OGplugins
@MerryMorud
SOCIAL MARKUP STRATEGY
@MerryMorud © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@MerryMorud © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Approach Social Markup Like Ad Crea>ve
@MerryMorud
STRATEGIC ASSIGNMENTS
• Marketing establishes Social Markup – Social Mark = AD FOR YOUR SITE (Blog, etc…) – Treat Social Markup like Ad CREATIVE
• Dev’ implements
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@MerryMorud
TAKEAWAYS • Awesome & Accurate Social Markup (OG Tags)
= Essential for Increased Content Sharing
• Impacts long-term SEO health
• OG Tags read by LinkedIn, G+, & Twitter
• Easily implement with CMS Plugins
• Marketing Creates Markup, Dev’ Implements © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.