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How to Increase Your Shares and Click-Through

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How to increase your shares and click through. An example of CoSchedule's Headline Analyzer

Building quality content and creating consumer appeal to reach your target market takes a new mindset. These five takeaways help in a world of social marketing: Topic, Title, Graphic, Lead Paragraph, and Content.

As Erik Jul points out in I Don’t Like to Write, it is fun having written! But even if you have written, it is no good having a site nobody visits. This post is a follow-on to, Increase Traffic to Your Website and Love the Results, because I am passionate about marketing, social, and the web.

The Topic

  1. Topic: This is the first thing to identify. What do people want to read? Want to know about? Want to Share? And most importantly which of the above answers is a topic you want to write about? Writing is always better when you like and want to write about a topic. With these questions answered you have a topic.

The Social Post

The next three items are new and go together because they are picked up by social sites when posting a URL. On social sites, people will share, re-post, and re-tweet regardless of content. They do this because they like what is communicated in the post itself. This might not have been as important in the past, but times they are a changin.

  1. Title: When creating a title, ask yourself, is it a good title? Is the title catchy? Is the title shareable? Additionally, you can now rate your Title on CoSchedule’s Headline Analyzer, to get another thought on the value of your title. Let’s look at rating from a recent popular in your network list from Twitter.
  2. Graphic: All posts, topics, or web pages need a good graphic. Create a graphic which is related to your topic and one which is interesting. Ask yourself, is it catchy? Is it shareable? Whenever I am out and about I take pictures. Pictures of all kinds of items. Now I have these available to use. And do not forget Memes, graphics with text on top, as people love to share memes.
  3. Lead Paragraph: The first paragraph is picked up by social sites when you provide the page URL. This paragraph, in conjunction with the Title and Graphic may be the only thing people read as they may not follow the link to your content. Make your lead paragraph something people will want to share all on its own. Convey the worthiness and message summary of your topic in the lead paragraph.

And Then There is Content

  1. Content: This has been important for the past decade as a way to increase page rank on search engines. People do want good content. If you desire people to come back to your site, good content is a must.
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Content Management

Increase Traffic to Your Website and Love the Results (7 principles you need to know)

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Search Rank Increasing

Do you want more visitors to your website? You can spend a lot time and money writing and creating content, but:

  • What good is a website which nobody sees?
  • What good is a website visited by school children when the people you want to attract are busy mothers?
  • What good is a website which does not enhance company objectives?

Writing with purpose is the trick to increasing organic search engine rankings.

High search rankings. More people visiting your website. These are things that will make you love writing.

Below are the seven basics you need to have down as you write content for your web page.

  1. Page Content

As content is written and created these three things should be kept in mind:

  • Target Audience
  • Purpose of the Content
  • Key Messages

If your company has not yet identified these three items, make this a high priority. Print these out and have them available as your write the content for your page.

  1. Search Strings

Identify two likely search strings that someone from your Target Audience will enter into a search engine when they are looking for the content on you are writing. This needs to be answered prior to writing/creating the final page copy. The answer to this section directs content for the rest of the page.

  1. Titles

Brainstorm by writing down your ideas, then mark the one you want to go with. This will allow you to look back a later time and see the ideas you had. The first part of the page Title displays in the browser tab. This helps a user who has multiple tabs open to identify the one they want.  Additionally, the title should contain words from the Search Strings you identified if not the entire string itself.

We recommend using a Headline Analyzer such as the one at CoSchedule,  http://coschedule.com/headline-analyzer

  1. Descriptions

Descriptions are often used as part of the search results page from a search engine. Description tells the user what is on the page and why they want to follow this search result link. Text in the description should contain words from the Search Strings you identified if not the entire string itself.

Description is placed in a meta tag on your page. You can see this on most web pages by looking at the page source and searching on “description.”

  1. Content

In addition to communicating to the Target Audience the Purpose of the Content and Key Messages, the content should also use words from the Search Strings as appropriate. Do not sacrifice good content by repeating words from the Search Strings, but where appropriate make use of those words rather than other synonyms. And of course you want content that is useful to your Target Audience. Content they want. Content they want to come back again to see. Content they want to Bookmark or add to their Favorites.

  1. Content Headings

As you write content for the page, content headings should contain words from the Search Strings if not the entire string itself. In Microsoft Word headings are available as a selection: Heading 1, Heading2, etc….

Typically, the main heading is the first thing you see in the page content area.  Sub-headings are topics related to the heading, breaking the heading into parts. Below is an example for protective dogs.

Protective Dogs for Your Family (Heading 1)

Doberman Pinscher (Heading 2)

The Doberman Pinscher, or Dobermann, or Doberman, is a medium-large breed of domestic dog of the mixed-breed category originally developed around 1890 by Karl Friedrich Louis Dobermann, a tax collector from Germany. Wikipedia

German Shephard (Heading 2)

The German Shepherd is a breed of medium to large-sized working dog that originated in Germany. The breed’s officially recognized name is German Shepherd Dog in the English language, sometimes abbreviated … Wikipedia

  1. Picture Alt Text

For each picture on your page describe in a sentence or two what the picture is about. Descriptive words that tie the picture to the page Content are needed and if you also make use of words in the Search String, that is a bonus.

Summary

Following these seven principles will increase your page ranking. If you are improving an old page, then be sure to capture the current search ranking. Then, 60 days after you have modified your page using the 7 principles above see how the ranking has changed. As more visitors are able to find your page you are sure to love the results.

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