Facebook’s New Algorithm Change Is Actually Two Updates In One

You already know that Facebook uses algorithms to determine who sees your updates and when – and they adjust those algorithms all the time.

(Which means that occasionally, you need to adjust your strategy, too.)

Facebook’s latest update is actually TWO updates – a couple of changes to totally different parts of the overall algorithm!

Updates like these can impact your visibility in the News Feed not just for individual updates, but for your Page as a whole – and that means you should definitely pay attention to them.

So, double the algorithm changes, double the fun!

Wanna make sure you’re playing by the rules?

Here’s what’s new and different:

Facebook is judging your authenticity

When Facebook is determining who should see your updates and when, it looks at two different types of signals.

Personal signals are specific to the user seeing an update. For example, if there are certain people on Facebook with whom you frequently interact, you’re more likely to see their updates.

Universal signals are specific to user or Page posting an update. For example, if a Page’s updates frequently score high engagement rates, its updates may be shown to more users.

(Think of Facebook like a very trendy personal shopper – it shows you items based on what it knows you like, as well as the overall quality of what’s available.)

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One of Facebook’s most recent algorithm changes relates to universal signals. That means it has to do with your Page and what it posts – specifically, your authenticity.

Facebook has new ways of determining how authentic you and your updates are – and if you aren’t authentic, you could be in trouble.

But what does that mean, exactly?

How do they know whether or not you’re authentic?

It’s not like they can turn you inside out and check your label! (That would be weird and gross.)

On Facebook, authenticity takes different forms.

First, it can mean trying to game the system.

Facebook is usually forthcoming about what you can do to increase your visibility in the News Feed – but that also makes their algorithms vulnerable to exploitation.

Last year, for example, they explained that live video broadcasts would get higher reach than some other types of content.

Sounds like a good way to get people to share live video, right? (Which makes sense, because this is a feature they were promoting pretty heavily at the time.)

The good news is, it worked! What also happened, though, is that people found ways to exploit the system. By posting graphics-only “live videos” like countdown clocks, for example, they could enjoy better exposure in the News Feed without producing an actual live broadcast.

The result? Facebook had to find a way to crack down on people taking advantage of the algorithm – in this case, by limiting visibility for graphics-only live broadcasts.

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Remember what we said about how high engagement rates can increase your visibility?

Some Pages explicitly ask people for likes, comments, and shares as a way of increasing their reach – a tactic that Facebook believes is dishonest and inauthentic.

Another sign of inauthenticity is posting the types of content to which users have certain unfavorable reactions – Facebook gives the example of Pages whose audiences frequently hide their updates.

Another example may be Pages whose updates are frequently reported – especially as Facebook is under scrutiny for issues related to the spread of “fake news.”

Facebook has used the habits of Pages that regularly share inauthentic updates to build a model that can automatically identify and predict whether or not other Pages’ updates are authentic.

The way they see it, Pages that frequently do things such as asking for likes or sharing updates that people hide aren’t exactly great examples of the authenticity users care about. The more you have in common with those Pages’ tactics, the less likely that you’re authentic, either.

So while Facebook isn’t sharing all the different ways that they measure authenticity – after all, they’re trying to prevent people from gaming the system – they’re making it plenty clear that taking shortcuts when it comes to quality isn’t the answer.

That’s one big algorithm update out of the way, but remember – there’s still another new update to talk about!

Here’s the other big change to keep in mind moving forward:

Facebook is tracking real-time changes more closely

Facebook’s algorithms are always working in the background, so that when you visit your News Feed, you’re seeing the information they think is most relevant to you at that moment.

The second update they’ve just made is to how information is processed in real time – specifically, information related to an update’s subject and its engagement.

Basically, Facebook may place a status update higher in the News Feed if:

  • It is related to a topic that is popular on Facebook at that moment (for example, if you share an update about the Academy Awards while the Academy Awards are being broadcast, and people on Facebook are talking about them)
  • It is getting a lot of engagement at that moment (for example, if several of your followers get into a real-time debate in the comments on one of your updates)

Does that mean that all of your updates should be relevant to what’s trending at that exact moment?

Of course not!

What you do isn’t always going to be that timely. (You’re better off not forcing it.)

What it does mean, though, is you should be prepared for the times when it is relevant for you to post timely, live updates.

The best way to do that? Plan your updates ahead as much as possible – even by using a scheduling tool that allows you to share evergreen updates more than once.

An overwhelming majority of marketers prefers planning their Facebook updates in advance over trying to do everything live, and with good reason: it’s too much work!

The more you can plan, write, and schedule in advance, though, the more time you’ll have later when there are appropriate opportunities to post live – and being prepared for those moments is especially important now.

What do YOU think of these updates?

So, Facebook is fine-tuning their ability to measure real-time signals, and they’re paying closer attention than ever to whether or not your updates are authentic.

What do YOU think of these changes, though?

Do they make sense?

Will they influence what you share?

Do they address concerns you might have, or that you’ve had in the past?

Share your thoughts in the comments below!

Source:  MeetEdgar Blog

Increasing Traffic To Your Website Organically

There are two ways that businesses can drive traffic to their websites:

Paid Adspace – A lot like renting out billboards or running commercials on the internet

Organically –  Strategically building your site to rank on the search engines

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Let’s take a look at a number of components that factor into helping your website to perform well with search engines! While each of these items can help your company’s SEO Strategy, the real win is when you’ve got them all working together!

CONTENT
Google is in the referral business.  When you go to the internet and search for something, Google’s job is to scrub the web and find the most relevant results for you. Therefore, antiquated tricks of driving traffic to your site are all thrown out the window.  The content on your website is just as important to your SEO Strategy as any other effort you put forth.  Make sure the content on your page is well written, original, and contains some of the keywords and phrases you would actually use in a campaign. That’s right – keywords and key phrases should be built right into the content of your actual site!

RESPONSIVE DESIGN
When a user searches on Google using their mobile device, Google gives preference to mobile-friendly websites.  So, you need to have a mobile website!  The most effective and efficient way to have a mobile presence is to design your website “responsively”. You build a single site, that automatically adjusts based on the device its being viewed on.  Now, you only have to update one website AND you collect the total combined traffic of all visitors to your site which increases your sites’ value.

SOCIAL MEDIA
Social profiles show up on Google too! Increasing your social reputation, through increased engagement and high-quality content syndication, will lead to increased online brand presence.  Couple of Suggestions / Action Items:

  • Create profiles and maintain a good online presence
  • Create posts that encourage “likes” and “shares” (Don’t just sell to your audience)
  • When sharing posts, include strategic descriptions in the post
  • Tag and engage with local establishments – leverage their networks

META
Treat each page individually.  Make sure to include a descriptive page title, page description, keywords and key phrases.  This will help the search engines to know exactly what’s on each of your pages so they can return them as results when people search for your products/ services.

DO THIS:

  • RELEVANT AND OPTIMIZED PAGE TITLES
  • TREAT EACH PAGE INDIVIDUALLY
  • RELEVANT AND OPTIMIZED PAGE DESCRIPTION
  • KEYWORDS SHOULD BE RELATED TO WHAT’S ON THE PAGE, PAGE TITLE & DESCRIPTION
  • KEYWORDS DRIVE CONTENT & CONTENT DRIVES KEYWORDS
  • THINK LIKE A CONSUMER, NOT AN EXPERT
  • FOCUS ON GOOD PHRASES (NOT JUST SINGLE WORDS)
  • VALUE OF REPETITION: “DOG FOOD REVIEWS”, “DOG FOOD RANKINS” ETC
  • INCLUDE DEMOGRAPHICS AND GEOGRAPHICS
  • RUN A REPORT – DO YOUR RESEARCH (GOOGLE TOOLS)
    DON’T GUESS, KNOW WHAT PEOPLE ARE SEARCHING FOR
    CREATE SEVERAL CAMPAIGNS AND GROUP RELEVANT TERMS TOGETHER

AVOID THIS:

  • AVOID “VANITY” OR “ROOT” WORDS (WORDS THAT ARE TOO BROAD)
  • SINGLE WORD TERMS
  • WORDS THAT ARE TOO SPECIFIC / UNPOPULAR– WHICH NOBODY SEARCHES FOR
  • HIGHLY COMPETITIVE TERMS
  • IRRELEVANT KEYWORDS
  • MAKING THE MISTAKE OF ONLY DOING KEYWORDS, USING
    OUTDATED STRATEGIES, IRRELEVANT BACK LINKS ETC.
  • COMPANIES THAT PROMISE YOU RANKINGS
  • COMPANIES THAT RUN ADWORDS WITH REPLICATED SITES (VERSES MARKETING YOUR ACTUAL WEBSITE)

Building up your website’s organic traffic takes time and effort but it’s totally worth it.  Follow these 3 simple steps to do it yourself, or give us a call at 866-WEB-HELP if you’d like to learn more about our Local and Regional Organic SEO Packages.

ASSESS:
YOUR WEBSITE CONTENT, RESPONSIVE & SOCIAL STRATEGY

RESEARCH:
BRAINSTORM AND RESEARCH KEYWORDS & PHRASES

IMPLEMENT:
CONTENT, SOCIAL, RESPONSIVE, META

Visit our YouTube Channel for recorded webinar on Increasing Organic Traffic:

By: Sarah Rose Stack (maWebcenters)

Why Is Video Marketing So Big?

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Whether you already own, or intend to start, a business online or off, it would be wise to incorporate videos into your marketing plan. Video marketing is taking the business world by storm, and is only poised to grow. Why? Let’s explore that.

Whatever service you provide, whichever goods you sell, you simply must go where the customers are, and they are on the internet in astounding numbers. The internet has grown exponentially since it became a staple in homes in the 1990s. It has become a vital, ever-expanding marketplace, giving brick-and-mortar only stores a run for their money, if not putting them out of business, in some cases. Think of video rental stores, as well as book and music shops which have all dwindled in physical numbers in the face of online competition. Also, whether your business is housed online or off, chances are good that you have a website. Why does that matter? Websites need traffic, period. Video traffic, it has been forecast, will comprise more than 70% of all internet traffic by the end of 2017. Do I have your attention now?

In this technologically driven day and age, many consumers who once only perused the local newspaper ads for product and price feedback, now look to the internet for pre-purchase information. Prevailing research reports that at least 40% will surf the web before purchasing, both online and in-store, and that many are likely to purchase after viewing a video just once. It is that powerful.

Video marketing is so effective that it is outpacing other more traditional promotional methods in bringing in both leads and sales. Studies and research have found that video surpasses print media and direct marketing as sales tools. Video landing pages boast higher conversion rates in online advertising than traditional text only presentations such as long-form sales letters.

A clue as to how effective video is in influencing potential customers is in its widespread use. It is being used by everyone from Forbes 500 companies to small business, from politicians to the person next door. Video can, in turns, educate, inform, encourage reflection, resonate emotionally and even pitch, while also entertaining. They grab and hold attention, convey a message in a short amount of time from anywhere there is an internet signal, as well as have the potential to reach across all economic, ethnic, and geographic divides. Video brings a company, person or product into homes and awareness and increases recognition. It can be done cheaply, or even for free, while offering a platform that comes closest to rivaling the exposure offered by television, which is financially inaccessible to most.

Adding much of the fuel to the growing fire that is video marketing is social media. No discussion of video marketing would be complete without mentioning it. Platforms like Facebook, Twitter, Instagram and Snapchat, to name just a few, make it easy to share video content easily, quickly and potentially, virally, all while fostering brand loyalty and building relationships. This can translate to many dollars in profit to a company over a customer’s lifetime. Videos get shared more many times over than text and links combined on these platforms.

Video marketing is a powerful sales engine today, and a growing wave of the future, enabling a level of reach that is capable of adding many customers and dollars into your company’s coffers. If you have a business, or are contemplating starting one, video should be an essential element of your business marketing plan.

Source of data quoted within this article: virtuets.com