How to Track Dark Social Traffic in Google Analytics

Are links to your content shared via private messages on social media? Wondering how to identify and measure that traffic? Dark social traffic comes from sources such as Facebook Messenger, Twitter DMs, and even email. Being able to accurately trace this traffic will give you a more complete picture of how your content is performing. […]

This post How to Track Dark Social Traffic in Google Analytics first appeared on .
– Your Guide to the Social Media Jungle

How to Create Instagram Stories Ads for Traffic and Conversions

Do you use Instagram stories? Looking for ways to increase your conversions? Instagram Stories ads have expanded to include four objectives that let marketers drive specific goal-oriented conversions. In this article, you’ll discover how to use Instagram Stories ads to improve your marketing results. What Are Instagram Stories Ad Objectives? Instagram story ads play between […]

This post How to Create Instagram Stories Ads for Traffic and Conversions first appeared on .
– Your Guide to the Social Media Jungle

This Is What They Search For: The Most Popular US Industries & Traffic Shares

Posted by Alex-T

After storing this idea in mothballs for quite a while, I finally decided to conduct an analytical study that would breakdown the most popular industries in the US based on the number of monthly online visitors. Special thanks to the SimilarWeb team, who helped me with the convoluted process of assembling data on the industry traffic distribution across 1,000 top-visited US domains.

The purpose of this research isn’t just to share some general trends and observations that will leave you thinking, “Sounds interesting, but what’s next?” I’ve also included a bunch of actionable ideas based off of the data I went over myself.

For those of you wondering whether it’s worth it to read this article in its entirety, below are the key findings:

  1. Google, Facebook, YouTube, Yahoo, and Amazon own 32.34% of the total US traffic market. These five online giants decide which sites we’re going to visit next and what ads we see.
  2. The top five industries in the US are Internet and Telecom, Arts and Entertainment, News and Media, Shopping, and Adult Entertainment. Altogether, these businesses control 82.55% of the US market share.
  3. In the Internet and Telecom Category, search engines and social network sites get up to 95% of the traffic share.
  4. Google, Yahoo, and Bing are the most visited search engine sites in the US However, that doesn’t necessarily mean that people use Yahoo as a search engine.
  5. Wikipedia.org has over 4.7 billion monthly users, with 86% of those users coming from organic search. Wikipedia is known to be a traffic-generating site.
  6. In the Shopping category, 74% of market traffic is split between Amazon (51.24%) and eBay (22.01%).
  7. Despite the fact that gambling is legally restricted in the US, it doesn’t stop YouTube from actively promoting this industry worldwide.
  8. In the Business sector, industries like Marketing, Advertising, and E-commerce have the smallest share compared to other subcategories.
  9. The tourism industry is extremely competitive; however, it has a diverse range of small- and medium-sized players, since the top domains occupy only 17% of the total market share.

82.55% of all US online traffic is shared among five industries

Over 80% of all US online surfers are divided among five industries, while the rest of the traffic (15%) is spread across more than 15 other niches. Among the top five leaders are Internet Telecom (45.9%), Arts and Entertainment (12.35%), News and Media (9.35%), Shopping, and the Adult industry.

I expected to see the Shopping industry at the top of the list with a much higher percentage of traffic, but it may not have made it to the top three because SimilarWeb defines YouTube as part of the Arts and Entertainment industry, which drives over 36% of traffic in this category.

The Reference category is represented mostly by Wikipedia with 1.32% of all US traffic. I can see how one day Wikipedia may be acquired by either Google or Facebook, jacking up their traffic and sales. Currently, Wikipedia is still a non-profit organization, and hopefully things will stay the way they are.

Over 30% (32.34%) of all US online traffic is controlled by five websites

In most cases, these five websites control what information we consume on a daily basis. Even more important, they also determine what sites we visit next and what kinds of ads we see. Here’s a list of the top five sites with their traffic market share:

  • Google – 16.41%
  • Facebook – 6.56%
  • YouTube – 4.91%
  • Yahoo – 2.55%
  • Amazon – 1.91%

And yes, all the websites listed above offer advertising opportunities. If your site doesn’t have any visibility on Google and Facebook, you’re missing the majority of your audience because 67.4% of all US users search on Google, and Facebook gets 68% of all active web users. Without a doubt, Facebook may not be the right fit for all business types, but it is a must-have SMM channel for B2C products.

Keep reading to find out what I discovered about the top 10 categories as well as what kinds of subcategories they sprout into.

Please note that one of the categories has been left aside for the reason that is has no subcategories. Something tells me you’re well aware that Pornhub has the biggest market share in Adult Entertainment.


Internet and Telecom

According to the US Department of Commerce and the Bureau Of Economic Analysis, in 2015 the Information Industry was the largest contributor to the US economy’s 1.4 percent growth, adding close to $ 900 billion in value.

On the graph below you can see that over 41 percent of US traffic is shared between search engines and social network sites, which are getting most of the juice.

What I find really interesting is that SimilarWeb doesn’t recognize Yahoo as a search engine, and puts it in the News and Media category instead. That’s why, if you check the top search engines in the US, you won’t find Yahoo listed among them, but you’d be surprised to find Baidu.com ranking number five. That was quite a gem for me to discover even though the Chinese-speaking population in the US is remarkably high. This may be something digital marketers should pay close attention to, especially if they work for big international companies.

Another finding that really left me clueless is that the least popular Russian email agent, Mail.ru, appears to be among the top industry players — and Yahoo’s email agent still wasn’t there.

Google, Yahoo, and Bing are the most visited search engine sites in the US

Before I even started sifting through the data I gathered, I confidently assumed that I’d find Bing in second place. Turns out, the second-most visited search engine site is Yahoo.com.

So, does this mean that Yahoo is used more actively by online surfers than Bing? If you base your answer solely on the collected data, then the answer to the question is yes. But it’s not that simple.

Yes, it’s true that users visit Yahoo more frequently than they do Bing, but that’s not because they want to search for something on Yahoo. First of all, there’s a large group of people still using YahooMail (even though it’s 2017), and some people simply prefer checking for weather updates and news reports on Yahoo. With that being said, if we look at ComScore’s latest search engine popularity report, we will find that Yahoo is used as a search engine by 12.2% of all online US traffic and Microsoft is popular among 21.4%. But, realistically, Yahoo’s share of the search market is even smaller, since the majority of their search results are powered by Bing.

So if you’re considering Yahoo as a platform for promoting your product or service, check the demographics data around what kind of businesses typically advertise on Yahoo.

Speaking of demographic insights, I was struggling to find fresh ComScore reports (the last one was released more than three years ago), so I had to use Alexa.com. This isn’t the best and most accurate tool because the company gathers data from its own SEO toolbar, but it’s better than nothing.

Here’s what Alexa.com reports about Yahoo’s user demographics:

  • There are more female users than male
  • Most users are college-aged
  • Following the previously mentioned trend, the top browser location is a school or a college

In order to determine which industries are advertising on Yahoo, I used Yahoo Ad Insights’ Industries report, which includes such businesses as:

  • Automotive
  • Consumer Packaged Goods (CPG)
  • Entertainment
  • Finance
  • Retail
  • Tech and TELCO
  • Travel

And here I stumbled upon another controversial fact. Data from Alexa.com shows that the dominating age group consists of students who, in my opinion and judging from my own experience, can barely afford products that fall into industries like Finance or Retail. If you happen to have experience using Yahoo for advertising, I’d love to hear your thoughts.

Bing owns 0.48% of all traffic and 30% of the search engine market in the US

If we compare Bing with Yahoo, the former gets 3.35 times less traffic than Yahoo does. But as we have just discovered, Bing gets two times more search market queries compared to Yahoo. This means that it provides a lot more advertising opportunities for businesses. Also, the majority of Yahoo searches are powered by Bing, which means that once you’re ranking well in Bing, you automatically become visible in Yahoo.

All in all, Bing can boost traffic to your business by 30% and you don’t even need to invest in a new market or launch a new product or service. There’s no doubt you’ll need to put some effort into that process, but if you currently have a steady traffic flow from Google, then you’re already receiving visitors from Bing as well. You just need to analyze what exactly is going on with your Bing traffic, and find the right ways to take advantage of it. Here’s a great read supported with a video by John Lincoln who talks about SEO for Bing.

If you’re still not sure whether you should care about traffic coming to your site from Bing, here’s a great example. Searchengineland.com receives a little over 10% of Bing.com’s one million organic traffic visitors on a monthly basis:


Arts and Entertainment

As I’ve previously mentioned, this category ranks second and owns over 12% of all US traffic, all thanks to YouTube. Also if we look at the top industry domains, we’ll find that Netflix gets 5.67% of all traffic in this category. I find it interesting that organic traffic isn’t the top referral traffic source for Netflix. Those would be direct (58.54%) and referrals (23.59%). Obviously, you can tell which of the media streaming platforms — YouTube or Netflix — Google gives its royal preference to. It kind of makes sense because all of Netflix’s content is on-demand.

The graph below demonstrates that YouTube gets three times more organic traffic than Netflix:

Digging deeper, we learn Google can’t list Netflix’s content in a video featured snippet because Netflix is only accessible with a paid subscription. In some way, Netflix is cornering itself.

The screenshot below shows that Netflix does have visibility in SERPs via the Knowledge Graph, but it’s not getting any traffic from this ranking because the Knowledge Graph doesn’t feature a link to a domain.

The Music and Audio subcategory has its own peculiar numbers. I was surprised to see Pandora as a leader, ahead with two times more traffic and leaving Spotify with only 3.68 percent.

The pie chart below gives you a breakdown of the traffic distribution for other subcategories:

YouTube sends the majority of its traffic to Gambling sites (despite being legally restricted in the US)

SimilarWeb shows that somewhere around 5% of all YouTube ad traffic is sent to Bet365.com, one of the largest gambling websites. Using SEMrush, I also checked the list of sites that get the most visitors from YouTube, and I found out that among the top three sites there’s another gambling site: Freelotto.com:

It’s safe to say that if you have a business in the entertainment industry, you should definitely consider YouTube as one of your traffic sources.


News and Media

Findings from the data collected confirm that people still read newspapers online and check them for weather updates instead of checking their phone apps.

My husband reads the news on his laptop during breakfast. Yet it still drives him nuts when I ask him to check for weather updates for me, despite my having all kinds of gadgets. Oh, well — guess old habits die hard. But it looks like I’m not alone in this world, because the majority of users have the same habit:

In case you’ve been wondering what the “Other” category stands for in this graph, here’s what it means. Currently, SimilarWeb hasn’t come up with a way to categorize those websites — that’s why it has the highest percentage. But among the most popular sites I found two prominent newspapers: Dailymail.co.uk and Theguardian.com.

Take a look at the screenshot above. Both The New York Times and Washington Post are among the top 5 sites in Newspaper subcategory.

The screenshot below demonstrates top 5 countries that bring traffic to Dailymail.co.uk. As you can see, there’s more traffic coming from the US than from anywhere else in the world:

It’s something to keep in mind if you’re searching for the most popular US newspapers online.


Shopping

Online shopping is an integral part of the e-commerce industry, which is, in fact, one of the fastest-growing markets in the US. In the past few years, the e-commerce share of the overall US retail market has grown from 6.6% in 2014 to 8.5% in Q1 2017. However, even though most retail purchases are made online, there’s a big group of people who are inspired to purchase a product offline after visiting a website. Statista reports that the number of web-influenced offline retail sales is 20% higher than non-web influenced sales. This means that for physical stores that don’t have an online representation, establishing their web presence is a must because the conversion process in most cases starts online.

There’s a 74% chance it will either be Amazon or eBay

The subcategory of Shopping called “General Merchandise” accounts for over 60% of web traffic, and is owned by Amazon (51.24%) and eBay (22.01%). The rest of the subcategories can be found in the pie chart below:

When shopping for goods in the Home and Garden category, North American users most likely check Homedepot.com, which gets 20.29% of all traffic in this subcategory, or Lowes.com, which is a go-to place for 10.55% of all users. Interesting fact: the traffic source that drives the most visitors to both sites is organic search results, which brings over 40% of monthly visitors.


Computer and Electronics

The data confirms that Microsoft has more monthly online visitors than Apple. Microsoft’s traffic share is a little over 15%, with Apple being left behind with only 3.28%. However, this doesn’t affect Apple’s sales at all, and it serves as proof of the fact that investing in your brand authority and focusing more on the quality of your product will make you stand out.

Based on R&P Research, Apple net profits surpassed those of Microsoft in 2011. Apple made $ 25.9 billion in net profits in 2011, and Microsoft saw $ 23.2 billion. From then on, Apple has outplayed Microsoft in acquired net profits:

If you’d like to dive deeper and learn more about how traffic is distributed across Shopping subcategories, then take a look at the graph below:


Reference category

I’m sure it’s not news to you if I tell you that Wikipedia’s traffic share in the Reference category is 44.55%. When it comes to subcategories, directories such as Yelp, Yellowpages, and Whitepages get over 85% of Internet traffic. It’s funny how I, as a teenager growing up in Russia, used to flip through the Yellow Pages — one of the most popular print directories for finding various companies. Any time I needed to find a store, I’d open up this book and navigate my finger through finely printed lines of text.

Now, you can only find hard copies of the Yellow Pages gathering dust somewhere in a small-town office.

The pie chart below gives a more detailed overview of how traffic is distributed across all the subcategories:

Wikipedia can bring you relevant users from search

Wikipedia.org has over 4.7 billion monthly visitors, and 86 percent of those visitors come from organic search. You should definitely see Wikipedia not only as an authoritative source with high-quality links, but also as a traffic generation channel.

For instance, according to SEMrush’s Traffic Analytics tool, SEJ receives more than 300 visitors from Wikipedia on a monthly basis:

Wikipedia is the best option for well-established businesses that really want to increase their online traffic, but suffer from an obnoxiously high level of competition in Google. To make this happen, your business has to have enough authority on the web; otherwise it will take forever. Prior to suggesting that experts link to your content, you have to make sure your brand is recognized. The type of content you want to end up under the “References” section on Wikipedia should be of the exact same quality as everything you read on that website.

Pay attention to the visibility of Wikipedia’s pages in SERPs for a keyword you’re targeting

To check that, go to SEMrush and check the domain for keywords:

You can also type in the following query to Google:

site:wikipedia.org your keyword + “dead link”

This will show you all articles on the web with dead links. If you’re looking to learn more about how Wikipedia can help you with your SEO efforts, here’s a post that I’ve recently come across that has tons of actionable advice.


Business industry

In this category, the largest proportion of traffic is divided between Zillow.com (3.65%), USPS.com (2.50%), and UPS.com (1.69%).

Marketing, Advertising, and E-commerce have the smallest share compared to other subcategories:

Moving further, while looking at the leading sites in Marketing and Advertising, I found that advertising networks are getting the highest number of visitors. Among those sites are Dotomi.com (2.45%), Traffichaus (2.60%), and Innovid (2.63%). In addition, VigLink recently published a study in which they confirm that the demand for ad network is constantly growing, and advertisers are looking to connect with publishers and take advantage of affiliate marketing traffic.


Career and Education

In this niche, Indeed.com and Instructure.com attract the majority of visitors. The latter is an Ed Tech company which develops educational software; the majority of its traffic comes from referrals (61.7%).

The Universities and Colleges subcategory, along with listing Ivy League universities, mentions Purdue University, which, for some reason, happens to rank only 92 in the QS World University Rankings for 2016–2017, but is number 13 in terms of traffic.

We wanted to see which channel brings the most traffic to the world famous universities (ranked by the QS World Universities) compared to Purdue University, and find out the reasons for success in getting online traffic for both Purdue and other world-renowned universities.

All the universities in the screenshot above rank the highest, even though Purdue University is only number 13 when it comes to online traffic. Yet the screenshot clarifies a lot; Purdue University receives much of its traffic from organic search, which contributes greatly to its online visibility.

The is the first industry in which I’ve noticed traffic being distributed equally among all subcategories:


Travel

The travel business is extremely competitive; however, it is made up of a large diversity of small- and medium-sized players, because the top industry domains only have a little over 17% of the total market share. However, a subcategory such as Airlines and Airports has a few major players that get the majority of visitors 45% of the traffic (in the travel industry), shared among the following businesses:

  • Southwest.com – 14.74%
  • American Airlines – 10.68%
  • Delta – 10.78%
  • United Airlines – 9.12%
  • JetBlue – 4.5%

If you look at the graph below, which shows the traffic distribution for the different subcategories, you’ll see that, in general, traffic within the Hotel and Accommodation sector is higher than for airline- and airport-dedicated websites.

The reason for this might be because one of the most common means of traveling in the US is by car.

Speaking of general marketing trends in the travel industry, one of the top sources that brings traffic to that niche is affiliate marketing. For instance, Kayak.com is one of the biggest affiliates of Southwest.com, bringing over 15,000 visitors on a monthly basis:

If you’re interested in learning more about the current state of affiliate marketing in the travel industry, we’ve recently conducted a comprehensive study. We analyzed the top affiliate programs and sites using the SEMrush Traffic Analytics report. We also asked 50 well-known affiliate marketing experts about general affiliate marketing trends and incorporated their answers into our research.


Final thoughts

As always, it flatters me that you’ve taken the time to familiarize yourself with results of my hard work, and I hope that you now have a good understanding of the current state of traffic distribution across the most popular US industries. Before I began my research, I thought that a good portion of all Internet traffic was controlled by Google, Facebook, YouTube, etc. But it turned out that the top five most visited sites only get a little over 30% of all US traffic. On the other hand, findings from this data prove once again that establishing your business on Facebook, YouTube, and Google is essential to its long-term success.

As for the industry traffic distribution across top-visited domains, what springs to mind is Maslow’s hierarchy of needs. Categories like Adult Entertainment, Internet and Telecom, Shopping, and News and Media mostly serve our basic psychological needs. And moving down the list of industries, you’ll find that Business and Industry, Reference, Career and Education, and Travel get less searches because, apparently, not that many people nowadays have time to take care of their self-actualization needs.

As always, I’d love to hear your thoughts about my research as well as any ideas on what I could have covered but didn’t. Let me know if you were able to put any of the aforementioned conclusions into practice.

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7 ‹Title Tag› Hacks for Increased Rankings + Traffic – Whiteboard Friday

Posted by Cyrus-Shepard

You may find yourself wondering whether the humble title tag still matters in modern SEO. When it comes to your click-through rate, the answer is a resounding yes! In today’s Whiteboard Friday, we welcome back our good friend Cyrus Shepard to talk about 7 ways you can revamp your title tags to increase your site traffic and rankings.

Title tag hacks for increased rankings and traffics

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Howdy, Moz fans. Welcome to another edition of Whiteboard Friday. I’m very excited to be here today. My name is Cyrus. I’m a Moz associate. Today I want to talk you about title tags, specifically title tag hacks to increase your traffic and rankings.

Now, you may be asking yourself, “Are title tags even still important today in SEO?” You bet they are. We’ve done a lot of correlation studies in the past. Those correlation studies have shown different things sort of decreasing in the past years. But we’ve also seen a lot of experiments recently where people have changed their title tag and seen a significant, measurable increase in their rankings.

Now, the other aspect of title tags that people sometimes forget about is the click-through rate that you get, which can measurably increase your traffic if you get the title tag right. Now, what’s neat about increasing your traffic through click-through rate is we’ve seen a lot of experiments, Rand has experimented a lot, that if you can increase this, you can measurably increase this.

Traffic through increased clicks can seem to increase your rankings under certain circumstances. So you get the dual benefit. So that’s what I want to talk to you about today — increasing those rankings, increasing that traffic by changing the first thing that your visitor is going to see in the SERPs.

So the important thing to remember is that these are things to experiment with. Not all of these hacks are going to work for you. SEO is founded in best practices, but true success is founded when you experiment and try different things. So try some of these out and these will give you an idea of where to get started in some of your title tag experiments.

1. Numbers

Numbers kind of pop out at you. These are examples: “5 Signs of a Zombie Apocalypse” or “How Mutants Can Save 22% on Car Insurance.”

  • Cognitive Bias – Standout specific – When you see these in SERPs, they tend to get a slightly higher click-through rate sometimes. This works because of a cognitive bias. Our brains are trained to find things that stand out and are specific. When you’re scanning search results, that’s a lot of information. So your brain is going to try to find some things that it can grasp on to, and numbers are the ultimate things that are both specific and they stand out. So sometimes, in certain circumstances, you can get a higher click-through rate by using numbers in your title tags.

2. Dates

Rand did an excellent Whiteboard Friday a few weeks ago, we’ll link to it below. These are things like “Best Actress Oscar Nominee 2017” or even more specific, you can get the month in there, “Top NFL Fantasy Draft Picks September 2017.”

Now, Rand talks about this a lot. He talks about ways of finding dates in your keyword research. The key in that research is when you’re using tools like Keyword Explorer or Google AdWords or SEMrush, you have to look for previous years. So if I was searching for this year’s, we don’t have enough data yet for 2017, so I would look for “Best Actress Oscar Nominee 2016.”

  • Leverage your CMS – If you use WordPress, if you use Yoast plugin, you can actually have your title tags update automatically year-to-year or even month-to-month leveraging that. It’s not right for all circumstances, but for certain keyword queries it works pretty well.

3. Length

This is one of the most controversial, something that causes the most angst in SEO is when we’re doing audits or looking at title tags. Inevitably, when you’re doing an SEO audit, you find two things. You find title tags that are way too short, “Pantsuit,” or title tags that are way, way, way too long because they just want to stuff every keyword in there, “Tahiti ASL Red Pantsuit with Line Color, Midrise Belt, Hook-eye Zipper, Herringbone Knit at Macy’s.”

Now, these two, they’re great title tags, but there are two problems with this. This is way too broad. “Pantsuit” could be anything. This title tag is way too diluted. It’s hard to really know what that is about. You’re trying to scan it. You’re trying to read it. Search engines are going to look at it the same way. Is this about a pantsuit? Is it about herringbone knit? It’s kind of hard.

  • Etsy study – So Etsy recently did a study where Etsy measured hundreds of thousands of URLs and they shortened their title tags, because, more often than not, the longer title tag is a problem. Shorter title tags, not so much. You see longer title tags in the wild more often. When they shortened the title tags, they saw a measurable increase in rankings.
  • 50–60 Characters – This is one of those things where best practices usually is the best way to go because the optimal length is usually 50 to 60 characters.
  • Use top keywords – When you’re deciding what keywords to put it when you’re shortening this, that’s where you want to use your keyword research and find the keywords that your visitors are actually using.

So if I go into my Analytics or Google Search Console, I can see that people are actually searching for “pantsuit,” “Macy’s,” and maybe something like that. I can come up with a title tag that fits within those parameters, “Tahiti ASL Red Pantsuit,” “pantsuits” the category, “Macy’s.” That’s going to be your winning title tag and you’ll probably see an increase in rankings.

4. Synonyms and variants

Now, you’ll notice in this last title tag, the category was a plural of pantsuit. That can actually help in some circumstances. But it’s important to realize that how you think your searchers are searching may not be how they’re actually searching.

Let’s say you do your keyword research and your top keywords are “cheap taxis.” You want to optimize for cheap taxis. Well, people may be looking for that in different ways. They may be looking for “affordable cabs” or “low cost” or “cheap Ubers,” things like that.

So you want to use those variants, find out what the synonyms and variants are and incorporate those into your title tag. So my title tag might be “Fast Affordable Cabs, Quick Taxi, Your Cheap Ride.” That’s optimized for like three different things within that 50 to 60 word limit, and it’s going to hit all those variants and you can actually rank a little higher for using that.

  • Use SERPs/keyword tools – The way you find these synonyms and variants, you can certainly look in the SERPs. Type your keyword into the SERPs, into Google and see what they highlight bold in the search results. That will often give you the variants that people are looking for, that people also ask at the bottom of the page. Your favorite keyword tool, such as Keyword Explorer or SEMrush or whatever you choose and also your Analytics. Google Search Console is a great source of information for these synonyms and variants.

5. Call to action

Now, you won’t often find the call-to-action words in your keyword research, but they really help people click. These are action verbs.

  • Action wordsbuy, find download, search, listen, watch, learn, and access. When you use these, they give a little bit more excitement because they indicate that the user will be able to do something beyond the keyword. So they’re not necessarily typing it in the search box. When they see it in results, it can create, “Oh wow, I get to download something.” It provides a little something extra, and you can increase your click-through rates that way.

6. Top referring keywords

This is a little overlooked, and it’s sort of an advanced concept. Oftentimes we optimize our page for one set of keywords, but the traffic that comes to it is another set of keywords. But what’s very powerful is when people type their words into the search box and they see those exact same words in the title tags, that’s going to increase your click-through rate.

For an example, I went into the analytics here at Moz and I looked at Followerwonk. I found the top referring keywords in Google Search Console are “Twitter search,” “search Twitter bios,” and “Twitter analytics.” Those are how people or what people are looking for right before they click on the Followerwonk listing in Google.

So using that information, I might write a title tag like “Search Twitter Bios with Followerwonk, the Twitter Analytics Tool.” That’s a pretty good title tag. I’m kind of proud of that. But you can see it hits all my major keywords that people are using. So when I type in “Twitter analytics” into the search box and I see “The Twitter Analytics Tool,” I’m more likely to click on that.

So I’ve written about this before, but it’s very important to optimize your page, not only for the traffic you’re trying to get, but the traffic you’re actually receiving. When you can marry those two, you can be stronger in all aspects.

7. Questions

Questions are great tools to use in your title tags. These are things like, “Where Do Butterflies Migrate?” Maybe your keyword is just “butterflies migrate.” But by asking a question, you create a curiosity gap, and you give people an incentive to click. Or “What is PageRank?” That’s something we do here at Moz. So you get the curiosity gap.

But oftentimes, by asking a question, you get the bonus of winning a featured snippet. Britney Muller wrote an awesome, awesome post about this a while back about questions people also ask, how to find those in your keyword research and claim those featured snippets and claim “people also ask” boxes. It’s a great, great way to increase your traffic.

So these are seven tips. Let us know your tips for title tags in the comments below. If you like this video, I’d appreciate a thumbs up. Share it with your friends on social media. I’ll see you next time. Thanks, everybody.

Video transcription by Speechpad.com

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How to Use Twitter to Drive More Traffic to Your Blog

Want more people to share your blog posts on Twitter? Looking for proven promotion tactics that deliver blog traffic? Twitter is a great place to share your blog posts but you’ll have to go beyond tweeting the basics to generate substantial traffic and visibility. In this article, you’ll discover seven ways to effectively promote your […]

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– Your Guide to the Social Media Jungle

Small Business Owners: Use These Tips to Increase Website Traffic from Social Media

For the past decade, many small business marketers have taken an “If you build it, they will come” approach to Facebook. They share engaging content, encourage conversation, and optimize their Facebook page to meet their goals. Unfortunately, too often the expected outcome doesn’t quite match the reality:

Facebook has an average of 1.71 billion active users a month—that’s an audience worth addressing. Yet business owners struggle to convert Facebook users into organic traffic to their websites.

Business app discovery platform GetApp recently surveyed 500 owners of small and medium-sized businesses. Less than 30% of respondents reported that Facebook was moderately to extremely effective at driving organic traffic to their sites. By contrast, 20.1% rated it slightly effective, and over 25% said it was not effective at all.

If you’re a small business owner and Facebook is the focus of your marketing efforts, it may be time to branch out. Here are a few ways to use a little strategy and a small budget to increase traffic to your website.

#1: Make Sure Your Shares Encourage Website Traffic

Some businesses do a great job creating a fun, relatable feed. They have memes. They use emoji in a cool, not cringe-worthy way. They even share valuable content from around the web.

All of that is great for building your audience on Facebook. But it’s not enough to build a hip Facebook page, put your URL in the sidebar, and watch the clicks roll in. Make sure to regularly share content hosted on your website, with an eye-catching visual and a summary that compels a click.

If you’re already doing that, keep reading for more tips. But if you haven’t been explicitly, actively, repeatedly encouraging your Facebook audience to visit your site, this is an easy win.

#2: Use a Little Strategic Paid Promotion

“Stellar work, Nite,” I hear you say. “So the way to generate more organic traffic is to pay for traffic?”

Hear me out, though. Organic traffic is free(ish), and that’s great. It’s wonderful when people opt to look at your content. But what’s better is traffic from a more relevant audience of your choosing. Facebook makes it easy to get results with a really small budget.

Take your top-performing organic content—the post that already has likes and shares, so you know people like it—and put $ 5 behind it. Target it to a specific audience that is valuable to you. Most importantly, use the “Create a Lookalike Audience” option to reach a new audience.

Keep a close eye on your $ 5 investment and use what you learn to optimize the next round. The small investment is worth it, if it pays off in more relevant traffic. As you attract a new audience, you can start to pull them from Facebook to your own site.

#3: Turn Facebook Followers into Subscribers

As Content Marketing Institute Founder Joe Pulizzi puts it, “Don’t build your house on rented land.” As long as your audience is exclusively on Facebook (or any other social media platform), the platform determines how and when you can reach them. If Facebook has a choice between allowing you organic reach or demanding a ransom—well, you can guess which way they’ll go.

So when you share links to your site’s content on Facebook, make sure there are prominent opportunities to subscribe. Whether it’s to your blog feed or a weekly newsletter, give your audience the option to opt in.

You can also add a Subscribe button to your Facebook Page. When you’re logged in as the page, you will see the “Add a Button” option right under your header image. Choose the “Sign Up” button and link it to a subscription landing page.

Make sure the page has a quick but compelling statement of benefit and very little else—just a quick form to fill out and a big shiny Subscribe button.

#4: Look to LinkedIn*

If your business is B2B, Facebook is likely not the best fit for a primary marketing focus. LinkedIn tends to be a better place for B2B business to build an audience and generate leads—according to research, 80% of B2B leads are sourced through the platform.

LinkedIn isn’t exclusively for B2B, however. You can create a Company Page and build an audience for your B2C company as well. You can also use long-form posts on LinkedIn to promote your personal thought leadership. Use the platform to build credibility and visibility that can transfer to your business. Great content leads to more profile views, and you can construct your profile to lead visitors to your business’ website.

Do You Believe in Life after Facebook?

Facebook can still be a good place to build an audience and boost your business’ brand awareness. But don’t rely on likes and follows to do any heavy lifting. Make sure what you share on your feed is strategically created to encourage action. Don’t be afraid to invest $ 5-10 every few weeks on targeted promotion, or to try other social media platforms better suited to your company’s offerings. Finally, the end goal should be to amass an audience on your own site, not someone else’s platform.

*Disclosure: LinkedIn is a TopRank Marketing Client.


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© Online Marketing Blog – TopRank®, 2017. | Small Business Owners: Use These Tips to Increase Website Traffic from Social Media | http://www.toprankblog.com

The post Small Business Owners: Use These Tips to Increase Website Traffic from Social Media appeared first on Online Marketing Blog – TopRank®.


Online Marketing Blog – TopRank®