SEO
An In-Depth Guide For Beginners
Every month, 2.98 billion people around the globe open up their laptops or smart devices and navigate their way to Facebook.
That’s roughly a quarter of everyone in the world, visiting the same social media platform, every single day.
Mark Zuckerberg likely didn’t imagine such astounding reach in his wildest dreams when he launched the first iteration of what would become the world’s most popular social networking site in 2003.
These days, nearly everyone uses Facebook, and it’s become as much a part of daily life as watching television.
For marketers, this means a massive opportunity to reach and engage with new audiences.
But you can’t just set up a company page and hope to attract millions of followers. You need a plan to capitalize on these opportunities and make the maximum impact.
If you’re a Facebook marketing beginner, this may sound like a daunting task, but don’t worry – it’s easier than you think.
Continue reading for an in-depth guide to Facebook marketing that you can use to get started right away.
What Is Facebook Marketing?
Facebook marketing is the process of using the social media platform to promote your business to potential buyers.
There are a variety of ways to do this, both paid and organic.
Paid Facebook marketing means using advertising campaigns within the platform to target people on the site and ideally, convert them into customers.
Organic marketing on Facebook occurs when you post content that your targets will find valuable, with the goal of increasing your following and engaging with your audience.
Why You Should Be Marketing On Facebook
If nearly 2 billion potential customers using Facebook didn’t entice you to create your own business profile, maybe this will: There are currently more than 200 million businesses already using Facebook’s free tools and apps.
And, of those, more than 3 million are actively advertising on the platform.
That means there’s a good chance your competition is already using this social media site to grow their business.
And if they’re not, jumping on board now will give you a serious edge over them.
So, with no further ado, let’s get started.
How To Set Up Facebook For Business
The very first thing you need to do to launch your marketing efforts on Facebook is to create a page for your business.
It’s free to set up and gives you a place for people to like or follow you. It also gives you a chance to engage with your customers (and potential customers), and share content with them via posts.
In your web browser, go to facebook.com/pages/create and select the category that best describes your organization. For most people, that’s going to be “Business or Brand.”
You’ll then be directed to a page where you can enter your brand’s name, select the category your business falls under, and add bio information.
If you’re a bit stuck on what to include in your bio, don’t worry – you can always change it later.
You’ll also have an opportunity to add a logo and cover image – again, don’t worry, these can be changed.
Next, you’ll be able to claim your unique URL, which will likely be something along the lines of facebook.com/TheNameOfYourBusiness.
The next step is an important one: editing your page info.
Make sure you provide all relevant details including your address, service hours, and other details customers and prospects might be looking for.
Congratulations – you’ve just created your Facebook business page. Now, it’s time to figure out how to use it for marketing.
How To Build A Facebook Marketing Strategy
As you probably already know, Facebook makes its money via advertising revenue. As such, it has made it simple for even the most technologically inept person to use it for marketing.
And this includes offering free information on how to create your own social media strategy.
You can read that helpful guide at your leisure, but for now, let’s break it down into eight steps:
- Set your goals – What do you hope to accomplish via Facebook marketing? Facebook has three marketing objectives: awareness, consideration, and conversion.
- Identify your audience – How old are they? Where do they live? What is their level of education? How can your offering solve their problem? Facebook lets your market with remarkable precision, so the more information you have on your targets, the better.
- Plan your content – Decide what kind of things you’ll post. It could be industry news, behind-the-scenes pictures, or promotions – get as creative as you like. Just make sure you’re planning content your audience will like.
- Create a content calendar – Decide when you will post specific pieces of content. Be as accurate as you can, right down to publishing time, because there will likely be times when your audience is more active.
- Create your content – It’s time to put step three into action and create engaging pieces. Read this article for tips on keeping your content interesting and relevant.
- Explore Facebook’s free tools – Facebook has several options for sharing content, including text, image, and video posts, as well as Stories and live streams.
- Determine how you will use ads – You have multiple options for advertising on Facebook. We’ll go into them in more detail in the next section so you can choose what’s right for your needs.
- Add the Facebook Pixel to your website – Don’t forget to add the tracking code to your website to collect data, enable retargeting, and track conversions.
Types Of Facebook Posts For Marketing
Facebook offers incredible flexibility when it comes to marketing, with numerous post and paid ad options.
Let’s first dive into the posts.
Facebook Marketing Post Types
The type of post you use when marketing on Facebook will depend on what you’re hoping to accomplish. Some of the more popular are:
- Text posts or status updates – these are a great way to initiate conversations, share information, and educate your followers.
- Photo posts – A great way to capture attention, images are useful for attracting new customers.
- Video posts – Videos are a great way to engage with your audience and encourage interaction.
- Facebook Live – Use the platform’s live streaming capabilities for product demonstrations, answering questions, or interacting with your followers.
- Link posts – Use posts with direct links to your external website or blog. They include an automatic preview.
- Stories – Just like Instagram Stories, Facebook Stories are great for building engagement without disrupting your followers’ feeds.
- Pinned posts – Stuck at the top of your page, these are great for maximizing the reach of top-performing posts or relaying critical information, promotions, or events.
Once you have your business page set up and you’ve begun sharing content, the next phase of Facebook marketing is to venture into paid ads.
Facebook Ad Types
At the moment, there are four main types of ads on the platform:
Image Ads
These are static ads in JPG or PNG format. They should include a headline of up to 40 characters and the main text of 125 characters.
You also have a link description area which should be used for a clear and succinct CTA.
Image ads are easy to set up and work well for driving traffic to your website.
For a list of best practices for this ad format, click here.
Video Ads
Screenshot from Facebook, January 2023Facebook video ads are a great way to boost your brand and don’t require expensive recording equipment or software. You can record these spots using your phone and there are a number of free editing apps that can help you.
Video ads can be placed in-stream (the short commercials that are shown before a video your target wants to watch), in-feed, or in Stories.
As a general rule of thumb, they should be under two minutes long and have an attention grabber within the first three seconds.
For more video best practices, click here.
Carousel Ads
Screenshot from Facebook, January 2923Carousel ads combine multiple videos and images into a single ad, which is a great way to improve your chances of conversion.
They tend to work best for ecommerce brands, as they allow you to showcase multiple products or angles of a single product in one ad.
Ideally, these should point to a purpose-built landing page.
Here are some other best practices offered by Meta.
Collection Ads
Screenshot from Facebook, January 2023Collection ads are another way for e-commerce brands to showcase products but are more similar to image ads than carousels.
You are restricted to a 40-character headline and a 125-character primary text.
Read about collection ads best practices here.
Which Goal Should I Focus on For Facebook Marketing?
The type of marketing that will work best for your brand depends on your goals.
As was mentioned previously, Facebook has three objectives that correspond with the top, middle, and bottom of the sales funnel, respectively:
Awareness
Facebook has two awareness objectives to help you expand your reach and generate interest:
- Brand awareness – Used to entice a new audience or keep your brand top of mind. This usually results in little audience action.
- Erreichen – Designed to reach as many people as possible within your ad budget.
Consideration
Consideration lets you choose from six objectives:
- Traffic – Choose this objective when you want to increase the number of visitors to your external website.
- Engagement – This is used to encourage people to like and comment on your posts, or respond to event invitations.
- App promotion – Used to drive downloads of your app in Google Play or the App Store.
- Video views – If you’re showcasing your brand or highlighting a unique value proposition (UVP). It’s also a good way to lay the groundwork for future retargeting.
- Lead generation – Collect information about your customers and add them to your sales funnel.
- Messages – Use this when you’re seeking to start conversations around your brand.
Conversions
Conversions lets you choose from three objectives:
- Conversions – This could be making a purchase, signing up for a newsletter, or taking any other action.
- Catalog sales – By connecting your e-commerce store with Facebook Ads, you can promote products from your catalog.
- Store traffic – Use this to drive traffic to your physical location by targeting nearby potential customers.
Once you have determined your objectives, you can determine which format will work best to help you accomplish your goals.
From here, you’ll need to determine your budget and schedule. You can opt for either a daily or monthly budget, with the option for an end date for time-sensitive promotions.
Next, you’ll choose your audience – a process we’ll dive into in the next section – and select your placements.
If you’ve never placed ads on Facebook before, you will probably be best served by selecting Automatic Placements, which will allow the social media platform to determine where you’re likely to get the best results.
If you know what you’re doing, you can customize your placement and select things like device type and operating system.
When Not To Use Facebook Ads
There’s no question that running Facebook ad campaigns can be extremely beneficial. But it’s not a magical sales multiplier.
In fact, in some situations, it can be a complete waste of money – and Facebook Ads can be quite costly.
Here are some situations when you should not use Facebook Ads:
- You’re unclear on your targeting – Nothing will blow through your ad spend faster, and with less to show for it, than going after the wrong demographic.
- You’re not using your metrics – As with every marketing campaign, your Facebook Ads should be subject to measurement and A/B testing to find the optimal placement and format.
- You don’t have anything worth sharing – To get engagement, your ads need to be compelling. It could be a unique product, a special event, or a sale, but people need a reason to click your ads.
- Your landing page and ad are disconnected – If you’re promising one thing in your Facebook Ad and then delivering something different on your website, people will not follow through with your CTA.
Using Facebook Analytics
Facebook’s biggest value to marketers lies in its analytics capabilities via Facebook Insights.
To access it, go to your Page Manager and click on Einblicke.
You’ll be presented with quite a lot of data, created using a default range of 28 days. You can change this as needed.
The first thing you’ll likely want to check is the Überblick tab, which will tell you how your page is performing. This gives you key metrics about your page and your most recent posts, and compares you to similar pages.
Use the Likes tab to see the averages, growth, and source of your likes to help you understand how your page is performing.
Der Erreichen tab tracks how many people have seen your posts, their reactions, comments, and shares, as well as how many have hidden them or reported them as spam.
Page views help you identify where your traffic is coming from and how many views your posts are receiving.
Under the Actions of Page tab, you’ll get a report of what actions visitors took on your Facebook page, as well as demographic information on the people who clicked your phone number or website or took another action.
There are also separate tabs to tell you how your posts, events, and videos are performing on the platform.
Der People tab gives you information about who saw and engaged with your posts or page. It gives you data on your fans, as well as reach and engagement numbers.
Der Messages tab tracks Messenger analytics, including response time, while Promotions gives you an overview of recent sales and promotions.
Branded Content lists your mentions from Verified Pages (those with a blue checkmark).
Finally, there’s the Local tab, which while not relevant for strictly online businesses, is extremely valuable for any company with a physical location.
It gives you information about the foot traffic in your area, as well as demographic information about these people and the number of people nearby who saw your ads.
How To Create Great Facebook Campaigns
There is no question that Facebook can be an excellent marketing tool for virtually any organization.
But if you don’t pay attention to what you’re doing, it can also be an easy way to blow through your advertising budget in no time.
To ensure your Facebook marketing campaigns give you the biggest bang for your buck, here are some key takeaways to keep in mind:
- Identify your audience and write to it – Keep your posts only as long as is required to persuade a target. Keep your ads within specified limits. Keep your CTAs short and to the point.
- Don’t take a “one-size-fits-all” approach – Facebook allows you incredible targeting options. Use them. Highly targeted ads are going to perform much better than those that take a scattergun approach.
- Have a good offer – Even the best copy and image can’t overcome a bad offer. Make sure you’re providing something people want.
- Connect your visuals with your copy – Copy should reinforce your images and videos and vice versa. Make sure yours does.
- Refine your strategy – You’re not going to get everything perfect for your first, second, or even hundredth Facebook campaign. In fact, there are no perfect campaigns. That means you should always be working on your strategy and content, striving to find something better.
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Featured Image: Production Perig/Shutterstock
SEO
Die versteckten Schätze von Apple Safari 17: JPEG XL und Schriftgrößenanpassung
Apple’s recently announced Safari 17 brings several key updates that promise to enhance user experience and web page loading times.
Unveiled at the annual Worldwide Developers Conference (WWDC23), two new features of Safari 17 worth paying attention to are JPEG XL support and expanded capabilities of font-size-adjust.
As Safari continues to evolve, these updates highlight the ever-changing landscape of web development and the importance of adaptability.
JPEG XL: A Game Changer For Page Speed Optimization
One of the most noteworthy features of Safari 17 is its support for JPEG XL, a new image format that balances image quality and file size.
JPEG XL allows for the recompression of existing JPEG files without any data loss while significantly reducing their size—by up to 60%.
Page loading speed is a crucial factor that search engines consider when ranking websites. With JPEG XL, publishers can drastically reduce the file size of images on their sites, potentially leading to faster page loads.
Additionally, the support for progressive loading in JPEG XL means users can start viewing images before the entire file is downloaded, improving the user experience on slower connections.
This benefits websites targeting regions with slower internet speeds, enhancing user experience and potentially reducing bounce rates.
Font Size Adjust: Improving User Experience & Consistency
Safari 17 expands the capabilities of font-size-adjust, a CSS property that ensures the visual size of different fonts remains consistent across all possible combinations of fallback fonts.
By allowing developers to pull the sizing metric from the main font and apply it to all fonts, the from-font value can help websites maintain a consistent visual aesthetic, which is critical for user experience.
Conversely, the two-value syntax provides more flexibility in adjusting different font metrics, supporting a broader range of languages and design choices.
Websites with consistent and clear text display, irrespective of the font in use, will likely provide a better user experience. A better experience could lead to longer visits and higher engagement.
Reimagining SEO Strategies With Safari 17
Given these developments, SEO professionals may need to adjust their strategies to leverage the capabilities of Safari 17 fully.
This could involve:
- Image Optimization: With support for JPEG XL, SEO professionals might need to consider reformatting their website images to this new format.
- Website Design: The expanded capabilities of
font-size-adjustcould require rethinking design strategies. Consistent font sizes across different languages and devices can improve CLS, one of Google’s core web vitals. - Performance Tracking: SEO professionals will need to closely monitor the impact of these changes on website performance metrics once the new version of Safari rolls out.
In Summe
Apple’s Safari 17 brings new features that provide opportunities to improve several website performance factors crucial for SEO.
Detailed documentation on these Safari 17 updates is available on the official WebKit blog for those interested in delving deeper into these features.
Featured Image: PixieMe/Shutterstock
SEO
John Mueller von Google bittet um Rat bei der Einstellung von SEO-Beratern
Google Search Advocate, John Mueller, has turned to Twitter seeking advice on what to consider when hiring an SEO consultant.
He posed the question on behalf of someone running an animal park, indicating the need for a local SEO consultant to enhance their online presence.
“Does anyone have recommendations in terms of people/companies & things to watch out for when picking one?” Mueller asked in his tweet, “How do you separate the serious from the less-serious folks?”
Here’s a look into the ensuing conversation, including a range of insights into what you should look for when hiring SEO professionals.
Cost Considerations In SEO Consultancy
One of the replies to Mueller’s tweet highlighted the cost-sensitive nature of SEO consultancy.
Kris Roadruck emphasized that most low-budget local SEO services, charging below $1000 per month, are “chop-shops” offering minimal service.
He claims these services follow a generic formula and warned that’s the level of quality businesses can expect unless they expand their budget.
Roadruck states:
“This is unfortunately budget-sensitive. Nearly all the folks that do low-budget local SEO (Sub $1000/mo) are chop-shops doing very little indeed and just following a generic formula performed by underpaid folks. Sadly this is the price range most local companies can afford unless they are attorneys, dentists, or some other high value service based biz.”
“This is painfully true,” reads a reply to his tweet.
Look For Experienced SEO Agencies
Isaline Muelhauser responded to Mueller’s tweet by suggesting that a local agency could be a helpful resource.
She highlights the advantages of working with an agency that operates in the same area as the business requiring local SEO services:
“Chose someone who’s experimented in local SEO and understands the local market.
E.g. for Local SEO we manage multilingualism and often low [monthly search volume].
The animal park owner should feel that their business is understood not receive a general pitch deck.”
To that end, it helps to ensure the agency you hire is familiar with the tools of the trade.
An individual who goes by the handle SEOGoddess on Twitter states:
“If the local SEO company knows what @yext or @RenderSeo is then that’s the first step in trusting they know what they’re doing. From there it’s a matter of drafting up a good strategy and knowing how to help execute on it.”
Insights From The Twitter Exchange
The Twitter thread sparked a variety of responses. However, these key topics were left unexplored:
- Specific criteria or red flags to watch out for when evaluating potential SEO consultants.
- Concrete examples or case studies demonstrating successful SEO strategies (bonus points for businesses like an animal park.
To address these gaps, let’s look at a successful SEO strategy for a local business dealing with animals.
The most relevant case study I could find is from Step 5 Creative, who performed local SEO services for Deer Grove Animal Hospital in Illinois.
This case study shows what’s involved in a comprehensive SEO approach and what you should expect from an experienced agency.
Takeaways From A Successful SEO Strategy
The first step in Step 5’s SEO campaign was a thorough onboarding process, which included the following:
- Creating meta titles and descriptions
- Conducting a URL audit
- Ensuring a mobile-friendly site
- Setting up proper page structures
- Internal navigation audit
- Implementing local business structured data.
The above steps aim to improve a site’s visibility to human visitors and search engine bots.
Step 5’s strategy also involved ensuring the business was listed in local online directories and had a complete Google Business Profile.
Keyword reassessment was another crucial step. The team monitored clickthroughs and positions for targeted keywords and adjusted their strategy accordingly.
The team conducted extensive keyword research, experimenting with different variations of keywords to see which yielded better results.
Reviewing the animal hospital’s traffic acquisition report and bounce rate helped the Step 5 Creative team understand where visitors came from and how they interacted with the site. This information allowed them to improve the user experience and encourage better traffic flow.
Lastly, the team underscores the need for continual updates for long-term success. This refers to the earlier point of working with an SEO consultant committed to staying current with best practices.
Criteria & Red Flags in SEO Consultancy
In the complex world of SEO, it’s essential to differentiate between “serious” and “less-serious” consultants.
Serious consultants are invested in understanding your business, industry, and specific needs.
In contrast, less-serious consultants might offer generic services not catering to your unique requirements.
Here are additional criteria to consider and red flags to watch for when hiring an SEO professional:
- Customized Strategy: A serious SEO consultant will take the time to understand your business, its goals, and its challenges and design a tailored SEO strategy accordingly.
- A consultant offering a one-size-fits-all solution without understanding your needs could be a red flag.
- Transparency: Reputable SEO consultants will be open about their methods and strategies and able to explain them in terms you understand.
- Beware of consultants who promise immediate results or use jargon to confuse you.
- Track Record: Look for consultants with a proven track record of success. They should be able to provide case studies or references from previous clients.
- Consider this a red flag if a consultant is unwilling or unable to provide evidence of their success.
- Continual Learning: SEO is a constantly changing field. Serious consultants will stay up-to-date with the latest SEO trends and algorithm changes.
- Be cautious of consultants who rely on outdated practices.
- Ethical Practices: A serious SEO consultant adheres to ethical SEO practices, often called “White Hat SEO.”
- Avoid consultants who suggest or employ unethical practices, known as “Black Hat SEO,” such as keyword stuffing or hidden text.
In Summe
The Twitter conversation initiated by Google’s John Mueller provided valuable insights into what to consider when choosing an SEO professional.
Cost shouldn’t be the sole factor, as low-budget services often deliver minimal results.
Instead, prioritize experienced SEO agencies that understand the local market and have a track record of success.
Look for consultants knowledgeable about industry tools who can develop a customized strategy tailored to your business’s needs.
Other essential factors include transparency, a proven track record, continual learning, and adherence to ethical practices.
By following these guidelines, you can make an informed decision when hiring an SEO consultant that will help your business thrive in the digital landscape.
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SEO
Wie Chat GPT SEO verändert
The launch of ChatGPT in November 2022 has been a real game changer for digital marketers across the world. SEO professionals are still trying to navigate the potential benefits and power of this technology.
The ability to type in search queries through live chat and get perfectly and uniquely written content hosts several advantages for those looking to create more content rapidly and scale their online businesses. Webmasters can also create codes faster than they can manually and this can be used to compliment or replace developers.
However, this may also present more challenges with increased competition across the digital marketing landscape and questions on how Google’s search results are going to react with increased marketing intelligence.
We speak to some industry experts and startup marketers to get more insight into how ChatGPT is changing SEO.
Content creation
For consumers, the ability to create unique content and do it almost instantly is probably the biggest advantage of ChatGPT.
“Many SEO professionals may have been dubious at first,” explains Andrew Baker of finance startup, Doddler.
“Writing unique content is something that is drilled into you from day one and anything that is automated or too good to be true can only be negative for SEO.”
“But the early evidence shows that ChatGPT is consistent and the content it produces is unique and can rank well if done correctly,” says Richard Allan of Divorce Bob.
“When it might have typically taken us 6 to 8 weeks to produce 50 pages of quality guides and blog posts, ChatGPT can do this in something like 3 hours.”
“We have been able to add pages for more than 1600 area codes across the US using ChatGPT – and this would have been a mountain to climb without AI or not something we would have considered doing.”
“It still needs a proper SEO person to interpret the right number of keywords, content length and other SEO bits like internal links and headings – but it certainly presents a very scalable way to push out content.
“It presents endless possibilities for targeting area codes, times, amounts and other long tail keywords both domestically and if you were to launch into different countries.”
Staffing and outsourcing
Outsourcing your content and code has been popular for many years, with startups and companies using the likes of Fiverr and outsourcing to India and Philippines for their marketing teams.
“But with ChatGPT, it questions whether you need to hire content staff at all,” argues Matthew Sullivan of consumer finance site, Harpsey.
“For years, there has been a question of whether you even need content writers or developers in-house and why pay local rates when it is cheaper abroad? But today, it is a question of whether you need to hire writers and developers at all.”
“This could mean that thousands of content writers could go out of work overnight. However, in practice, the early signs show that although millions are using ChatGPT, it is a small number to create an economic shock and that traditional businesses are still preferring the manual approach. But who knows if paid writers are using ChatGPT to do their work?”
Rapid prototyping and testing
“With the opportunity to create content so fast, this has given us an exciting way to test and try things out,” explains Gavin Cooper, the founder of Claims Bible. “And this is what a huge part of SEO really is.”
“We have been able to throw content together quickly and test out different site layouts and designs or even compare platforms such as Wix, Webflow or WordPress and determine which ranks the best in the SERPs. From there, we have been able to scale up and build out our business.”
“For us, we have been able to replicate hundreds of pages for different types of claims, whether it is for injuries, banks, car manufacturers and many more – and by having consistent meta-data and good backlinks, we have been able to secure positions on Google and generate quality leads.”
Changes in Google SERPs
If we imagine millions of websites using ChatGPT to put out new content and develop new sites, are we going to see huge fluctuations in rankings across all industries?
This does not appear to be the case yet, with ChatGPT operating now for more than 6 months. But it certainly will not be surprising if some industries which are very tech savvy such as consumer finance, casinos or crypto make huge strides in this area.
Hence, one might expect for some new brands to emerge on page 1 for some very competitive keywords, almost out of thin air, or for there to be some early wins for some sites and some even harder crashes if they get penalized.
Still need experience and SEO knowledge
SEO is always changing and no doubt, ChatGPT has created a paradigm shift and an exciting way to put out fast content and replicate code, allowing new and established businesses to scale up quicker than ever before.
Whilst the Google rule of thumb that ‘content is king’ still applies, one cannot deny it is Wie SEO professionals use this content that is truly important and will notably change the SEO landscape.
Whilst you can have content written quickly and to a high standard, it is not valuable unless it has smart and experienced SEO to back it up.
It is key to understand the right content to create, the right keyword research, user intent, meta-data and semantics – and if you can pair this with ChatGPT, this could be the recipe for true SEO success.
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