Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Essential Knowledge: Open Graph Social Markup By Merry Morund

739 views

Published on

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

Published in: Social Media
  • Be the first to comment

Essential Knowledge: Open Graph Social Markup By Merry Morund

  1. 1. ESSENTIAL KNOWLEDGE OPEN GRAPH SOCIAL MARKUP Merry Morud, Social Media Director | @MerryMorud
  2. 2. @MerryMorud © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency. Image credit: flickr sco1chene
  3. 3. @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
  4. 4. SOCIAL MARKUP OVERVIEW • Why Social Markup is CRITICAL • Facebook Open Graph (OG) • Social Markup Strategies @MerryMorud © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  5. 5. Content is KING but… @MerryMorud © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  6. 6. Strategic Content Markup For Social Distribu>on is EVERYTHING @MerryMorud © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  7. 7. @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.
  8. 8. SOCIAL SHARES = CRITICAL TO LONG-TERM SEO HEALTH @MerryMorud © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  9. 9. 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.
  10. 10. @MerryMorud © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  11. 11. 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 @MerryMorud © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  12. 12. og:image og:>tle og:descrip>on @MerryMorud © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  13. 13. @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.
  14. 14. @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.
  15. 15. @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.
  16. 16. MULTIPLE URLS TO SAME CONTENT? IMPORTANT! SET CANONICAL: <meta property="og:url" content=”webpage URL"/> LEARN MORE: http://bit.ly/canonical-URL @MerryMorud © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  17. 17. @MerryMorud CHECK YOUR WORK! https://developers.facebook.com/tools/debug/ BONUS: This Will Clear FB’s Cache! © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  18. 18. EASILY IMPLEMENT WITH WITH SIMPLE @MerryMorud PLUGINS © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  19. 19. @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 See ‘Em All: hLp://bit.ly/OGplugins © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  20. 20. SOCIAL MARKUP @MerryMorud STRATEGY
  21. 21. @MerryMorud © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  22. 22. Approach Social Markup Like Ad Crea>ve @MerryMorud © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  23. 23. STRATEGIC ASSIGNMENTS • Marketing establishes Social Markup – Social Mark = AD FOR YOUR SITE (Blog, etc…) – Treat Social Markup like Ad CREATIVE • Dev’ implements @MerryMorud © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  24. 24. @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.

×