Real life example.
You create your website, it’s mobile responsive, has cool jQuery fades and transitions, you nailed the content strategy and spent hours painstakingly making sure that the image quality was perfect and your site experience across devices is seamless.
Now it is time to “Go live.” You’ve secured the cheapest hosting, set up your redirects and even own your own personal domain name. Everything looks great – until you decide to email to a friend.
You start the email off with “check out my new site…. etc.” and past the URL and then all things fall apart. Yahoo and its new “link preview” feature has automatically pulled in a blank thumbnail and has a description with generic information from the template I used!
I have images on the page, made sure I had a page title and even a short description in my metadata.
You immediately freak out since you just spent the last 12 hrs straight making it perfect and all you want to do is SHARE.
But you can’t.
This is where you built a site without thinking about the promotional strategy.
If you had one, you would have already thought about the audience you want to target, what your main messages are, your goals for the site, how you were going to measure success and what first impression you want people to FEEL.
Now you have to think about how people will find your site and what people will see it is shared socially.
Does this mean a home page content overhaul?
No, but you will need to tell search engines and social networks what image and message you want people seeing and what CTA will get them to click on the link.
Some tools you will need for your social sharing content strategy:
1. CONTENT STRATEGY – (Why should people come to your site?)
This template is your first step to making sure you information is up to 2014 standard. This Excel template has the last information and links from leaders in the industry such as Moz.
It even gives you the code “Mad Libs” style so you can customize and know where and why to put you keywords and content required by the primary social networks (Facebook, Twitter, LinkedIn, Google+ etc.)
(this allows you to preview your content real-time. Trust me, the low prices is nothing compares to the hours you will save in testing.)
2. CHANNEL INTEGRATION (How does this work across all channels?)
SEO isn’t dying, nor has it even evolved if you listened to the signals from SERPs – even before Hummingbird.
Designed to make your SEO efforts future-proof, this step-by-step approach that has only improved in ranking over time – a cheat sheet for the modern SEO.
(this has all the latest secrets from the modern SEO, this will also show you additional insights for the social channel.)
3. TRACKING AND REPORTING (How will I know if this content is working?)
Measure online marketing goals, business objectives and leads captured from each of your social media channels.
Use dynamic calculations to visualize impressions and reach, content engagement, referrals by network (cost per lead) and dynamic calculations.
(brand it for your business and you don’t have to worry about creating all those fancy calculations).
If you use these tools you will give your index.html page the makeover it needed. Now you are ready to share your site with the world!
This is what your email would look like now….
Social sharing meta data is not just important, it is becoming more important than the content ON your website.
The metadata lets YOU control how YOU want search engines to see you site and your business.
Do you want to risk Google using automated robots to describe your business?
I didn’t think so.