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What You Need To Know

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What You Need To Know

To stay relevant, brands must continue to engage their customers through ads, contests, and other marketing strategies.

But what is a Facebook competition? How does it work? And why should I care?

Competitions are a great way to get noticed and build brand awareness. They are excellent for getting more likes on your page and in your group or boosting traffic to your site. They also provide a fun opportunity to interact with your audience.

Competitions on Facebook can involve posting a question or challenge, then promoting it to engage your followers.

Rewards can include cash prizes, gifts, or even admission to exclusive events.

But before jumping into a competition, there are some things you should consider. To ensure your competition is a success, check out these helpful tips.

1. What Are Facebook’s Official Rules?

Like most aspects of Facebook, there are official rules, including rules for all competitions.

However, the rules tend to change as new policies arise, so it’s important to check them before starting a competition. The current ones include:

Setting Up Your Own Restrictions

When you create a competition, the owner of the Facebook Page or Group’s job is to ensure they run properly and lawfully.

This means you have to set up terms and eligibility requirements which would include the age range for who can participate and the region for the competition.

So, for example, a brand can set guidelines that only people 18 plus in the U.S. can participate in the competition.

It also means that there need to be clear standards of how the competition will be run. Such as how and when the participants will participate and receive rewards.

Transparency is paramount. It will ensure everyone knows how the competition will operate and won’t get your brand in any sticky situations with Facebook or the law.

Create A Statement About Facebook

You will also need to mention in a post or release that Facebook is not involved in the competition in any way. And that the brand itself is in charge and responsible for the competition.

The participants also need to agree to these terms. So, it’s your job to get the participants to consent to these terms before participating.

Restrictions To Where You Can Post About The Campaign

Only official Facebook Pages, Groups, or Events can be used as platforms to promote a competition.

A brand can’t encourage its team or other participants to promote, tag, or share the competition on their personal Timelines.

People can find this as a spammy way to promote a competition anyway, so this shouldn’t impact promoting your competition.

Understanding Who’s Involved

Unfortunately, you are on your own and in charge of running a campaign on Facebook. So, Facebook can’t get involved if issues arise; it’s your job to manage any potential problems.

2. What Objectives Do You Want To Achieve?

Now that you know the rules, it’s time to set your goals for the competition.

There are numerous objectives you can select for a Facebook competition.

Some of them include:

  • Increasing likes or followers.
  • Getting traffic from other pages.
  • Building engagement
  • Promoting a product or service.

If you want to increase the number of likes you receive for posts and use a competition to help with this, then you need to post regularly and interact with users.

To build engagement, you should ask questions to your participants and answer any responses they give.

Additionally, if you want to promote a product or service, you should use promotion tools like Facebook ads.

Generally, the main objectives of any Facebook competition are to increase engagement and gain followers.

If you want to achieve higher engagement rates, you need to create a competition where participants feel like they have something to gain.

This could mean giving away prizes to select participants after encouraging them to participate on your social media pages or directing them back to your website to sign up for your email subscription.

This helps you get more active leads while also generating engagement.

Tracking Your Competition

As you would set goals for other social media campaigns, selecting specific and measurable objectives is paramount. This way, you can track the success of the campaign.

Putting together a couple of key performance indicators (KPIs) can help inform your promotional strategy for your Facebook competition.

It’s also incredibly important to set a schedule to monitor Facebook promotion analytics regularly.

Promote Your Competition

For your competition to gain traction, you need to leverage your marketing efforts.

Whether your competition is run solely on Facebook or you’re using it across multiple platforms, it’s crucial to hit all areas where your customers follow you.

Either direct them back to Facebook to participate or be clear about how and where they can enter the competition on other platforms, such as your website.

Also, depending on your brand goals for the competition, it may be worth boosting it as a paid Facebook post.

You can also customize your campaign by creating unique hashtags. This will help participants associate a post with your competition to remind them to enter if they haven’t done so already or reignite their excitement about potential prizes.

In addition, remember to establish a set schedule for when and how you will post about your competition throughout its duration.

Do You Need An App For Your Competition?

Using a third-party app to run your competition removes a lot of the headache associated with running a promotion but also has some drawbacks.

For example, they may not offer any additional functionality beyond what your team can manage.

Also, if you plan on promoting through Facebook ads, you’ll need to pay separately for each campaign (which could get expensive).

And finally, these apps aren’t usually designed to work on mobile devices, so you won’t be able to access them easily from a smartphone or tablet.

3. Who Is The Audience You Want To Enter?

With your objectives and rules established, it’s time to decide who you want to get involved in your competition. It’s essential to tailor your competition to your target audience.

What do you think your target audience wants? Do you have a new product or product line coming out soon? Then maybe you can gift a couple of participants some of these products.

Or perhaps there is a product that is generally sold out. Then a couple of lucky winners can receive this elusive good.

You could also create a limited edition product specifically for the competition. This way, more people will get excited to participate, so they don’t miss out on this one-time offer.

Figuring out what your audience wants most can help improve the success of your competition. Choose a prize that appeals to your ideal customers. You want your participants to be excited when they finally get their gift.

Finally, think carefully about how you’re reaching your target audience.

Will they respond positively to how you plan to promote your competition? Are you offering enough prizes for the type of following you have on Facebook or across social media?

4. What Type Of Competition Do You Choose?

A Facebook competition requires a lot of planning. Before starting any Facebook competition, you need to decide how much effort and money you want to put into the competition.

Such as how much money you want to spend on Facebook ads and other promotional activities, as well as what prizes you want to give away and how many prizes you’re willing to offer. Then it’ll be easier to select what type of competition would work best.

Three traditional competitions include giveaways, sweepstakes, and contests. Each has different rules.

If you plan to run a giveaway, you should consider limiting how many products you give away. Usually, with a giveaway, a set number of the people who participate first receive a prize.

A sweepstake is more of a lottery where you would select a certain number of participants from the pull of participants that enter the competition over a period of time.

And a contest would have more specific criteria that the participants need to follow, and then the participant(s) who best follow the criteria would win. Such as a picture contest.

How Long Will The Competition Run?

If you want to run a competition on Facebook, then you should know how long the competition will last. The typical duration is one month.

However, some competitions may be open longer if you have the budget and time or certain long-term goals for that competition.

Some competitions end when they reach a certain number of entries, while others continue until a specific date.

5. How Will You Follow Up With Participants?

It’s crucial to communicate how you will follow up with your participants to let them know who won the competition.

This way, you won’t create any unnecessary upsetness or miscommunicate about when the prizes will go out. You don’t want to waste all your hard work by ending the competition on a sour note.

Here are some tips on how you can follow up with participants after the competition ends:

  1. Announce the end of the competition and thank everyone for participating.
  2. Make a note of the winners’ names and send them a message with the information about how and when they will receive the prize.
  3. Finally, don’t forget to check periodically to see what new messages or comments they leave.

Takeaways

Facebook competitions are a fun way to promote your company, brand, product, service, or cause.

Also, they are a great way to build a community around your brand and get feedback from followers.

They’re free to enter, easy to set up, and fun to watch. So, if you want to build a community around your product or service, try creating a Facebook competition.

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AI Content Detection Software: Can They Detect ChatGPT?

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AI Content Detection Software: Can They Detect ChatGPT?

We live in an age when AI technologies are booming, and the world has been taken by storm with the introduction of ChatGPT.

ChatGPT is capable of accomplishing a wide range of tasks, but one that it does particularly well is writing articles. And while there are many obvious benefits to this, it also presents a number of challenges.

In my opinion, the biggest hurdle that AI-generated written content poses for the publishing industry is the spread of misinformation.

ChatGPT, or any other AI tool, may generate articles that may contain factual errors or are just flat-out incorrect.

Imagine someone who has no expertise in medicine starting a medical blog and using ChatGPT to write content for their articles.

Their content may contain errors that can only be identified by professional doctors. And if that blog content starts spreading over social media, or maybe even ranks in Search, it could cause harm to people who read it and take erroneous medical advice.

Another potential challenge ChatGPT poses is how students might leverage it within their written work.

If one can write an essay just by running a prompt (and without having to do any actual work), that greatly diminishes the quality of education – as learning about a subject and expressing your own ideas is key to essay writing.

Even before the introduction of ChatGPT, many publishers were already generating content using AI. And while some honestly disclose it, others may not.

Also, Google recently changed its wording regarding AI-generated content, so that it is not necessarily against the company’s guidelines.

Image from Twitter, November 2022

This is why I decided to try out existing tools to understand where the tech industry is when it comes to detecting content generated by ChatGPT, or AI generally.

I ran the following prompts in ChatGPT to generate written content and then ran those answers through different detection tools.

  • “What is local SEO? Why it is important? Best practices of Local SEO.”
  • “Write an essay about Napoleon Bonaparte invasion of Egypt.”
  • “What are the main differences between iPhone and Samsung galaxy?”

Here is how each tool performed.

1. Writer.com

For the first prompt’s answer, Writer.com fails, identifying ChatGPT’s content as 94% human-generated.

Writer.com resultsScreenshot from writer.com, January 2023

For the second prompt, it worked and detected it as AI-written content.

Writer.com test resultScreenshot from writer.com, January 2023

For the third prompt, it failed again.

Sample ResultScreenshot from writer.com, January 2023

However, when I tested real human-written text, Writer.com did identify it as 100% human-generated very accurately.

2. Copyleaks

Copyleaks did a great job in detecting all three prompts as AI-written.

Sample ResultScreenshot from Copyleaks, January 2023

3. Contentatscale.ai

Contentatscale.ai did a great job in detecting all three prompts as AI-written, even though the first prompt, it gave a 21% human score.

Contentscale.aiScreenshot from Contentscale.ai, January 2023

4. Originality.ai

Originality.ai did a great job on all three prompts, accurately detecting them as AI-written.

Also, when I checked with real human-written text, it did identify it as 100% human-generated, which is essential.

Originality.aiScreenshot from Originality.ai, January 2023

You will notice that Originality.ai doesn’t detect any plagiarism issues. This may change in the future.

Over time, people will use the same prompts to generate AI-written content, likely resulting in a number of very similar answers. When these articles are published, they will then be detected by plagiarism tools.

5. GPTZero

This non-commercial tool was built by Edward Tian, and specifically designed to detect ChatGPT-generated articles. And it did just that for all three prompts, recognizing them as AI-generated.

GPTZeroScreenshot from GPTZero, January 2023

Unlike other tools, it gives a more detailed analysis of detected issues, such as sentence-by-sentence analyses.

sentence by sentence text perplexityScreenshot from GPTZero, January 2023

OpenAI’s AI Text Classifier

And finally, let’s see how OpenAi detects its own generated answers.

For the 1st and 3rd prompts, it detected that there is an AI involved by classifying it as “possibly-AI generated”.

AI Text Classifier. Likely AI-generatedAI Text Classifier. Likely AI-generated

But surprisingly, it failed for the 2nd prompt and classified that as “unlikely AI-generated.” I did play with different prompts and found that, as of the moment, when checking it, few of the above tools detect AI content with higher accuracy than OpenAi’s own tool.

AI Text Classifier. Unlikely AI-generatedAI Text Classifier. Unlikely AI-generated

As of the time of this check, they had released it a day before. I think in the future, they will fine tune it, and it will work much better.

Conclusion

Current AI content generation tools are in good shape and are able to detect ChatGPT-generated content (with varying degrees of success).

It is still possible for someone to generate copy via ChatGPT and then paraphrase that to make it undetectable, but that might require almost as much work as writing from scratch – so the benefits aren’t as immediate.

If you think about ranking an article in Google written by ChatGPT, consider for a moment: If the tools we looked at above were able to recognize them as AI-generated, then for Google, detecting them should be a piece of cake.

On top of that, Google has quality raters who will train their system to recognize AI-written articles even better by manually marking them as they find them.

So, my advice would be not to build your content strategy on ChatGPT-generated content, but use it merely as an assistant tool.

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Five things you need to know about content optimization in 2023

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5 Things You Need To Know About Optimizing Content in 2023

30-second summary:

  • As the content battleground goes through tremendous upheaval, SEO insights will continue to grow in importance
  • ChatGPT can help content marketers get an edge over their competition by efficiently creating and editing high-quality content
  • Making sure your content rank high enough to engage the target audience requires strategic planning and implementation

Google is constantly testing and updating its algorithms in pursuit of the best possible searcher experience. As the search giant explains in its ‘How Search Works’ documentation, that means understanding the intent behind the query and bringing back results that are relevant, high-quality, and accessible for consumers.

As if the constantly shifting search landscape weren’t difficult enough to navigate, content marketers are also contending with an increasingly technology-charged environment. Competitors are upping the stakes with tools and platforms that generate smarter, real-time insights and even make content optimization and personalization on the fly based on audience behavior, location, and data points.

Set-it-and-forget-it content optimization is a thing of the past. Here’s what you need to know to help your content get found, engage your target audience, and convert searchers to customers in 2023.

AI automation going to be integral for content optimization

Technologies-B2B-organizations-use-to-optimize-content

As the content battleground heats up, SEO insights will continue to grow in importance as a key source of intelligence. We’re optimizing content for humans, not search engines, after all – we had better have a solid understanding of what those people need and want.

While I do not advocate automation for full content creation, I believe next year – as resources become stretched automation will have a bigger impact on helping with content optimization of existing content.

CHATGPT

ChatGPT, developed by OpenAI, is a powerful language generation model that leverages the Generative Pre-trained Transformer (GPT) architecture to produce realistic human-like text. With Chat GPT’s wide range of capabilities – from completing sentences and answering questions to generating content ideas or powering research initiatives – it can be an invaluable asset for any Natural Language Processing project.

ChatGPT-for-content

The introduction on ChatGPT has caused considerable debate and explosive amounts of content on the web. With ChatGPT, content marketers can achieve an extra edge over their competition by efficiently creating and editing high-quality content. It offers assistance with generating titles for blog posts, summaries of topics or articles, as well as comprehensive campaigns when targeting a specific audience.

However, it is important to remember that this technology should be used to enhance human creativity rather than completely replacing it.

For many years now AI-powered technology has been helping content marketers and SEOs automate repetitive tasks such as data analysis, scanning for technical issues, and reporting, but that’s just the tip of the iceberg. AI also enables real-time analysis of a greater volume of consumer touchpoints and behavioral data points for smarter, more precise predictive analysis, opportunity forecasting, real-time content recommendations, and more.

With so much data in play and recession concerns already impacting 2023 budgets in many organizations, content marketers will have to do more with less this coming year. You’ll need to carefully balance human creative resources with AI assists where they make sense to stay flexible, agile, and ready to respond to the market.

It’s time to look at your body of content as a whole

Google’s Helpful Content update, which rolled out in August, is a sitewide signal targeting a high proportion of thin, unhelpful, low-quality content. That means the exceptional content on your site won’t rank to their greatest potential if they’re lost in a sea of mediocre, outdated assets.

It might be time for a content reboot – but don’t get carried away. Before you start unpublishing and redirecting blog posts, lean on technology for automated site auditing and see what you can fix up first. AI-assisted technology can help sniff out on-page elements, including page titles and H1 tags, and off-page factors like page speed, redirects, and 404 errors that can support your content refreshing strategy.

Focus on your highest trafficked and most visible pages first, i.e.: those linked from the homepage or main menu. Google’s John Mueller confirmed recently that if the important pages on your website are low quality, it’s bad news for the entire site. There’s no percentage by which this is measured, he said, urging content marketers and SEOs to instead think of what the average user would think when they visit your website.

Take advantage of location-based content optimization opportunities

Consumers crave personalized experiences, and location is your low-hanging fruit. Seasonal weather trends, local events, and holidays all impact your search traffic in various ways and present opportunities for location-based optimization.

AI-assisted technology can help you discover these opportunities and evaluate topical keywords at scale so you can plan content campaigns and promotions that tap into this increased demand when it’s happening.

Make the best possible use of content created for locally relevant campaigns by repurposing and promoting it across your website, local landing pages, social media profiles, and Google Business Profiles for each location. Google Posts, for example, are a fantastic and underutilized tool for enhancing your content’s visibility and interactivity right on the search results page.

Optimize content with conversational & high-volume keywords

Look for conversational and trending terms in your keyword research, too. Top-of-funnel keywords that help generate awareness of the topic and spur conversations in social channels offer great opportunities for promotion. Use hashtags organically and target them in paid content promotion campaigns to dramatically expand your audience.

Conversational keywords are a good opportunity for enhancing that content’s visibility in search, too. Check out the ‘People Also Ask’ results and other featured snippets available on the search results page (SERP) for your keyword terms. Incorporate questions and answers in your content to naturally optimize for these and voice search queries.

SEO-and-creating-content-in-2023

It’s important that you utilize SEO insights and real-time data correctly; you don’t want to be targeting what was trending last month and is already over. AI is a great assist here, as well, as an intelligent tool can be scanning and analyzing constantly, sending recommendations for new content opportunities as they arise.

Consider how you optimize content based on intent and experience

The best content comes from a deep, meaningful understanding of the searcher’s intent. What problem were they experiencing or what need did they have that caused them to seek out your content in the first place? And how does your blog post, ebook, or landing page copy enhance their experience?

Look at the search results page as a doorway to your “home”. How’s your curb appeal? What do potential customers see when they encounter one of your pages in search results? What kind of experience do you offer when they step over the threshold and click through to your website?

The best content meets visitors where they are at with relevant, high-quality information presented in a way that is accessible, fast loading, and easy to digest. This is the case for both short and long form SEO content. Ensure your content contains calls to action designed to give people options and help them discover the next step in their journey versus attempting to sell them on something they may not be ready for yet.

2023, the year of SEO: why brands are leaning in and how to prepare

Conclusion

The audience is king, queen, and the entire court as we head into 2023. SEO and content marketing give you countless opportunities to connect with these people but remember they are a means to an end. Keep searcher intent and audience needs at the heart of every piece of content you create and campaign you plan for the coming year.

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Headings With Hierarchical Structure An “Awesome Idea”

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Headings With Hierarchical Structure An "Awesome Idea"

Google’s John Mueller discussed heading elements with a member of the SEO community where he affirmed the usefulness of using hierarchical structure when using heading elements.

Background Context to What Mueller Said

Heading elements <H1> – <H6> are supposed to be used to indicate what a section of a webpage is about.

Furthermore the heading elements have a ranking order, with the <H1> being the highest rank of importance and the <H6> being the lowest level of importance.

The heading element purpose is to label what a section of content is about.

HTML specifications allow the use of multiple <H1> elements. So, technically, using more than one <H1> is perfectly valid.

Section 4.3.11 of the official HTML specifications states:

“h1–h6 elements have a heading level, which is given by the number in the element’s name.

If a document has one or more headings, at least a single heading within the outline should have a heading level of 1.”

Nevertheless, using more than on <H1> is not considered a best practice.

The Mozilla developer reference page about the use of headings recommends:

“The <h1> to <h6> HTML elements represent six levels of section headings. <h1> is the highest section level and <h6> is the lowest.

…Avoid using multiple <h1> elements on one page

While using multiple <h1> elements on one page is allowed by the HTML standard (as long as they are not nested), this is not considered a best practice. A page should generally have a single <h1> element that describes the content of the page (similar to the document’s <title> element).”

John Mueller has previously said that it doesn’t matter if a webpage uses one <H1> or five <H1> headings.

The point of his statement is that the level of the heading isn’t as important as how they are used, with the best practice being the use of  headings for indicating what a section of content is about.

What Mueller Said on Twitter

A member of the SEO community was joking around and gently ribbed Mueller about using more than one H1.

He tweeted:

The SEO followed up by sharing how he preferred using the best practices for heading elements by using only one <H1>, to denote what the page is about and then using the rest of the headings in order of rank, give a webpage a hierarchical structure.

A Hierarchical structure communicates sections of a webpage and any subsections within each section.

He tweeted:

“I’m too traditional with header elements. (HTML 4 for Life! lol)

I’d still recommend using just one H1 element on a page.

I patiently go back to pages to implement header hierarchy for fun.”

John Mueller tweeted his approval in response:

“I think that’s an awesome idea & a great practice.

Header hierarchy is not just useful to Google, it’s also important for accessibility.

(Google still has to deal with whatever weird things people throw up on the web, but being thoughtful in your work always makes sense.)”

Hierarchical Page Structure

In the early days of SEO, <H1> used to be counted as an important ranking factor, one that was more important than an <H2>.

So, back then, one always put their most important keywords in the <H1> in order to signal to Google that the page was relevant for that keyword.

H1 used to have more ranking power so it was essential to use the <H1> to help rankings.

Google’s algorithm was using keywords as a way to “guess” what a webpage was about.

Keywords in the anchor text, keywords in the title tag and keywords in the <H1> helped Google guess what a page was relevant for.

But nowadays, Google doesn’t have to guess.

It is able to understand what sections of a webpage are about, and consequently, what the entire webpage is about.

Despite those advances, many SEOs still believe that using an <H1> is some kind of magic ranking factor.

Headings are no longer about shouting what keyword you want to rank for.

The role of heading elements are now about telling search engines what a section of content is about.

Each section of a content is generally about something specific.

Heading tags make it easier for search engines to know what a page is about.

And that helps them rank the page for the topic.

And according to the official HTML specifications, that’s technically the proper way to use heading elements.

Lastly, Mueller mentioned a quality of the heading element as a way to better communicate for accessibility reasons, like for people who use screen readers.

The official HTML specifications say:

“Descriptive headings are especially helpful for users who have disabilities that make reading slow and for people with limited short-term memory.

These people benefit when section titles make it possible to predict what each section contains.”

So thank you John Mueller for calling attention to the benefits of using headings with a hierarchical structure, for calling attention to how hierarchical structure is useful for Google and for accessibility.

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