May 13

The Weekly Briefing: Could Facebook’s ‘Add a Link’ Plan Cost Google?

Highlights from this week’s weekly meeting:

Facebook’s ‘Add a Link’ feature

Sharing a link with an update on social media can be a tedious task – copy and pasting, right? Think again. SEM Specialist Reed Langton-Yanowitz discussed Facebook’s plan to make the process a heck of a lot easier by adding a feature that allows users to create a search query to find the link they want to share directly through the update status text box – something that will definitely save time, but could draw some search traction away from Google. Facebook is currently testing the feature with a limited release noticed on iOS devices, but a full rollout will likely to occur at a later date.

Google hits sites with thin content

SEO Strategist Rebecca Derdoski discussed news that Google penalized sites for thin content over the weekend, according to a report from Search Engine Roundtable. It’s suspected Google found a content network and penalized the sites taking part in it. Of course this emphasizes the need for sites to have valuable and unique content that is actually useful to readers.

Better meta descriptions

SEO Copywriter Jared Townsend talked about an article from Hin Lae of Search Engine Journal on how to write meta descriptions. Hin Lae emphasizes that writers can develop better meta descriptions to increase click-through-rates for their webpages. Among Lae’s suggestions are the following: Getting ideas from paid ads already out there, looking at buzzwords and/or phrases used by organic competitors, invoking curiosity without being click-baity, discussing features followed by the benefits, using specific numbers that resonate, adding keywords (without stuffing), and highlighting your company’s unique selling propositions (USPs).

Persona-based marketing

SEO Copywriter Hannah Scherrer discussed an article by Vertical Measures CEO Arnie Kuenn exploring how to craft and market content by paying special attention to buyer personas. To identify buyer personas, content creators must first define them – using techniques like surveying customers in regards to what drives them to buy products, utilizing aggregated demographic information, and more. Then they must market their content by tying it into the “buyer’s journey,” addressing areas such as the buyer’s awareness of the product, their consideration of actually buying it, and their ultimate decision to make the purchase.

Address Form 2: Oh, the confusion!

SEM Specialist Andrew Vandereit discussed an article from Chrstian Holst of the Baymard Institute on how to properly set up forms on e-commerce sites. The article delves into how the address 2 line on order forms can cause some confusion and frustration for shoppers. So how do you enhance the usability experience? One of the ways, among other suggestions, is clarifying its purpose by adding another label description.