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Social Media in the Organic Space 
Meta Tags for Social Media 
@KitNicols 
kit@deepcrawl.com
What Are Social Media Meta Tags? 
“Social Meta Tags define exactly what will appear 
in social streams when an item/page i...
Facebook 
Do you really 
want this image 
showing? 
Pulled from the 
Meta Description – 
but no image
What Are Social Media Meta Tags? 
“Social Meta Tags define exactly what will appear 
in social streams when an item/page i...
Twitter 
Boooooring! 
Making the most of 
the space – using a 
summary card 
1 - Title 
2 - Description 
3 – Image 
4 – Li...
What Difference Can They Make To Organic Search? 
• More people are likely to visit the site – therefore can lead to 
incr...
How Do You Implement Social Meta Tags? 
Facebook – Open Graph 
“We are building a web where the default is social”
How Do You Implement Social Meta Tags? 
Facebook – Open Graph Meta Tags 
<meta property="og:type" content=“Object type goe...
How Do You Implement Social Meta Tags? 
Facebook – Open Graph Meta Tags 
<meta property="og:type" content=“Object type goe...
How Do You Implement Social Meta Tags? 
https://developers.facebook.com/tools/debug/
How Do You Implement Social Meta Tags? 
Twitter – Twitter Cards 
<meta name=“twitter:card” content=“Pick a Twitter Card Ty...
How Do You Implement Social Meta Tags? 
Twitter – Twitter Cards 
<meta name=“twitter:card” content=“Pick a Twitter Card Ty...
How Do You Implement Social Meta Tags? 
Product Card 
<meta name=“twitter:label1” content=“label/data here”> 
Twitter:labe...
How Do You Implement Social Meta Tags?
How Do You Implement Social Meta Tags?
Discussion 
“…to the best of my knowledge we don’t 
currently have any signals like that [Social 
Media] in our web search...
Activity Time!
Helpful Links 
https://developers.facebook.com/docs/opengraph 
http://ogp.me/ 
https://business.pinterest.com/en/rich-pins...
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Social media in the organic space - Deepcrawl at Digital Growth Day

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Digital Growth Day: September 18, 2014

SOCIAL MEDIA IN THE ORGANIC SPACE
The importance of social media in the realm of SEO has been debated but there’s no doubt you need to know how to implement Twitter cards and open graph tags.

Kit Nicols, DeepCrawl

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Social media in the organic space - Deepcrawl at Digital Growth Day

  1. 1. Social Media in the Organic Space Meta Tags for Social Media @KitNicols kit@deepcrawl.com
  2. 2. What Are Social Media Meta Tags? “Social Meta Tags define exactly what will appear in social streams when an item/page is shared”
  3. 3. Facebook Do you really want this image showing? Pulled from the Meta Description – but no image
  4. 4. What Are Social Media Meta Tags? “Social Meta Tags define exactly what will appear in social streams when an item/page is shared”
  5. 5. Twitter Boooooring! Making the most of the space – using a summary card 1 - Title 2 - Description 3 – Image 4 – Link to Content 5 - Attribution 5 3 1 2 4
  6. 6. What Difference Can They Make To Organic Search? • More people are likely to visit the site – therefore can lead to increased natural links • SEO and Social both focus on content. Having an integrated campaign allows both to work together. • Using well optimised social tags, you can use social signals to gain insight into what content is more popular – helping with content planning • Optimised social tags can lead to increases in social mentions (shares, likes). Do these affect search algorithms?
  7. 7. How Do You Implement Social Meta Tags? Facebook – Open Graph “We are building a web where the default is social”
  8. 8. How Do You Implement Social Meta Tags? Facebook – Open Graph Meta Tags <meta property="og:type" content=“Object type goes here – i.e. article, recipe, profile. Only 1 og:type per URL" />* <meta property="og:title" content="Title Text goes here – make it interesting! 90-95 characters max" />* <meta property="og:url" content=“The URL for the ‘object’. Make sure this is the canonical URL. Only 1 URL" />* <meta property="og:image" content=“The URL for the image you want to be shown. Must be at least 600x315 pixels, aim for 1200x630. You can have multiple images." />* <meta property="og:description" content=“Description goes here…get people engaged! 297 characters max" /> <meta property="og:site_name" content=“Name of site (i.e ‘Expedia Travel Site’)" />
  9. 9. How Do You Implement Social Meta Tags? Facebook – Open Graph Meta Tags <meta property="og:type" content=“Object type goes here – i.e. article, recipe, profile. Only 1 og:type per URL" />* - Article - Blog - Website - Bar - Company - Café - Hotel - Restaurant - Actor - Athlete - Author - Director - Musician - Politician - Profile - Album - Book - Drink - Food - Game - Movie - Product - Song - TV_Show - Band - Govt - School - University - Create your own
  10. 10. How Do You Implement Social Meta Tags? https://developers.facebook.com/tools/debug/
  11. 11. How Do You Implement Social Meta Tags? Twitter – Twitter Cards <meta name=“twitter:card” content=“Pick a Twitter Card Type to go here (summary/product/gallery etc)”> <meta name=“twitter:title” content=“Add a title – limit this to 70 characters max”> <meta name=“twitter:description” content=“Add an interesting, engaging description. Max 200 characters”> <meta name=“twitter:image” content=“The URL to an image goes here – minimum of 120x120px. Be prepared for this to be cropped when shared or embedded. For gallery cards, have 4 of these (twitter:image1-twitter:image4).”> <meta name=“twitter:url” content=“URL to site/landing page”> <meta name=“twitter:site” content=“@username of the website (can also add in twitter:site:id for the Twitter ID, twitter:creator for the individual author @username, and twitter:creator:id for author ID)”>
  12. 12. How Do You Implement Social Meta Tags? Twitter – Twitter Cards <meta name=“twitter:card” content=“Pick a Twitter Card Type to go here (summary/product/gallery etc)”> Summary Card: Default Card, including a title, description, thumbnail, and Twitter account attribution. Summary Card with Large Image: Similar to a Summary Card, but with a prominently featured image. Photo Card: A Card with a photo only. Gallery Card: A Card highlighting a collection of four photos. App Card: A Card to detail a mobile app with direct download. Player Card: A Card to provide video/audio/media. Product Card: A Card optimized for product information.
  13. 13. How Do You Implement Social Meta Tags? Product Card <meta name=“twitter:label1” content=“label/data here”> Twitter:label1 Twitter:data1 Twitter:label2 Twitter:data2
  14. 14. How Do You Implement Social Meta Tags?
  15. 15. How Do You Implement Social Meta Tags?
  16. 16. Discussion “…to the best of my knowledge we don’t currently have any signals like that [Social Media] in our web search algorithm” Matt Cutts on Social Signals “With Hummingbird, Google now has the infrastructure to better process social signals” Search Engine Land
  17. 17. Activity Time!
  18. 18. Helpful Links https://developers.facebook.com/docs/opengraph http://ogp.me/ https://business.pinterest.com/en/rich-pins https://developers.google.com/+/web/snippet/ https://dev.twitter.com/docs/cards http://searchenginewatch.com/article/2357391/Twitter-Cards-A-Quick-Start-Guide http://deepcrawl.co.uk/ http://searchengineland.com/what-everybody-missed-about-hummingbird1-176031 https://dev.twitter.com/cards/analytics @KitNicols kit@deepcrawl.com

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