During my MozCon 2012 talk, attendees learned about the Structured Social Sharing Formula (SSSF) - 10 steps to optimize and track social share snippets on Facebook, Google Plus, and Twitter. The formula includes use of microdata and best practices for controlling the snippet that displays on Facebook and Google+ as well as how to automatically tag URLs with campaign variables for analytics. PRO TIP: This structured markup makes a difference for SEO! I'm sharing the process, my MozCon presentation, and a free worksheet with you below. Oh! La! La! You can also view my Whiteboard Friday on SSSF where I give a bird's-eye view of through the process.Why are social snippets important? You put your heart and soul into creating a piece of great content or a killer blog post. It looks good, reads well, is attractive, and maybe even authoritative. You're hoping for links and social engagement. Then you share it online... OUCH! The wrong image displays, or worse, maybe no image displays. Your share doesn't look as good as you hoped and fizzles. If you don't optimize your page with the right code, your dreams of going viral may flop. That killer content most likely won't get as many reshares, likes, or retweets as you thought it would. Example: Great content without structured markup Rand Fishkin put together an absolutely stellar Whiteboard Friday: 8 Rules for Exceptional Slide Presentations The video rocked! He included a SlideShare presentation along with transcripts. There were some fantastic images in the presntation and nice visuals in Rand's video. However, when shared on Facebook and Google+, the share snippet image didn't work in both cases: Social Share Snippet - Directives Facebook grabbed Rand's avatar for the post image correctly, but Google+ found no image on the page large enough to pull. Publishers beware: Most CMS are not set up to allow an editor to control the where the structured markup to control a share snippet needs to be placed. (There are a couple references below for WordPress users.) Amazingly, major news publishers such as the Reuters and the LA Times don't even have it right. Often, a sponsor's ad on the page is the default image that displays. OOPS!
commentary :
Excellent article on why using rich snippets helps with traffic and SEO. I am in the process of adding this to all of my website...
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