BrightonSEO kicked off in style with its first session on ‘On-Site’ optimisation in the Corn Exchange. Alex Moss, Co-Founder and Technical Director at 3 Door Digital took us through his tips for using structured data for social media publication and distribution and why the effort of doing so could really pay off in terms of encouraging engagement and sharing.
Alex gave some strong incentives as to why SEOs should be using these features:
He walked us through the benefits for Google +, Facebook and Twitter.
Without structured data, Google + will pull through a snippet that it thinks is most appropriate for the post. If no Meta data has been confirmed, this can mean that only the title and the first 200 characters of content appear – which is fine if you are confident that those first characters represent your work but we know that this isn’t always the case. Using structured data, you can control the title, the description and even include a featured thumbnail. The more bespoke your snippet is, the higher the click through rate. Although the tags are still very new, there are four types to currently take into consideration:
Tackling Facebook Open Graph is steep learning curve but there are benefits to optimising this feature as it again allows a more bespoke roll out of your content. Just like Google +, implementation of structured data will give you control over appearance and the tags cover:
Twitter Cards are very exciting and allow you to custom publish your content, depending on whether it’s an image, a video, a product etc. Current available tags include:
There are currently 6 types of Twitter Card:
Alex has posted his slides online so please take a look and see how you can implement them for your social campaigns.