Facebook’s New Graph Search

Facebook Graph Search

Facebook has unveiled their new social search development, Graph Search, allowing more intelligent and in-depth searching within the social media platform. Not hugely exciting news for many users, but perhaps the biggest development in the battle between Facebook and Google to date…

The new natural search option gives users the option to search through highly specific and personalised content within their Facebook world, from something as simple as: “local cafes” to a query as complicated as: “local French cafes that my friend Joe Bloggs likes”. The layout of your timeline will be changed to include a large search toolbar at the top of the page when Graph Search rolls out site-wide. From there, you will be able to enter search terms that the natural language search API will try to match according to your friends’ data and your own information relating to your location, interests and contacts. Once you have an initial set of results you have the option of refining them using a dropdown menu on the right which gives you several different options like specifying page category, result type (for example, videos, pictures or business pages) or only showing results that are linked to your family, groups, or particular friends. And because Graph Search is integrated with Bing, you also have the option of searching outside Facebook by clicking over to web search.

Zuckerberg has a lot to say about his new baby, as you can see in the video below, promising that Graph Search has a long way to go in terms of further development, for example adding Instagram data to results in the near future. And though Graph Search seems to have a lot of similarities to Google Knowledge Graph in its natural search technology, Zuckerberg maintains that because it is contained within the social domain, it is not a direct competitor to Google web search. “We’re not indexing the web,” Zuckerberg explained, “We’re indexing our map of the graph – the graph is really big and its constantly changing.”

From an advertiser’s point of view, of course, anything that increases the opportunity for connection between users and pages and provides a more detailed ‘map’ of user data is going to be a valuable tool, and it’s no secret that recent developments within the world of Facebook have been tailored more towards shareholders and advertisers than the users themselves. It’s certainly a massive improvement on Facebook’s previous search tool, which was clunky and limited and usually ended in frustration. It remains to be seen how useful Graph Search turns out to be, but it has the potential to have a variety of uses for both business and social users – for example: recruitment, ad targeting, events, and…even more in-depth stalking if that’s the kind of thing you like to do on Facebook…

Responding to the big privacy question, Facebook as asserted that you will only be able to search content that has been willingly shared with you by your contacts. It could also prove to be an effective method of streamlining your own content, enabling you to search through your timeline history and remove or hide any content you no longer want to be seen.

The roll-out will apparently be very slow, with Zuckerberg asserting that there will be “years and years” of development ahead for their “third pillar” – making a holy trinity of Facebook’s News Feed, Timeline and now Graph Search. “We look at Facebook as a big social database,” Zuckerberg said, leading us back to the eternal question: what is Facebook going to do with all that juicy data?

For a brief walkthrough of Facebook Graph Search, check out the video below:

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

Medusa Commerce Acquired by IKROH

Today we are very pleased to announce that Medusa Commerce has been acquired by IKROH ltd. IKROH are specialists in search engine optimisation (SEO) and have been trading for seven years. The team at IKROH have over 40 years experience in digital marketing and are excited that Medusa Commerce will be joining them to broaden the services available to clients. Medusa Commerce will continue to trade under its current name and the team will continue to look after its existing clients and contribute to further developing the business. The decision to acquire Medusa Commerce is part of IKROH’s long term strategy to offer a complete online business package. Medusa Commerce will continue to offer high-end bespoke website design and creation, as well as the development and building of e-commerce sites.

website design milton keynes

An important part of the integration process for Medusa Commerce will be to carry IKROH’s core values into the team at Medusa. At IKROH we understand that business changes! We work closely with our clients to understand their business requirements, and if they need to change direction we are quick to help.  When building a website it is vital that the company thoroughly understands their business and the goals they are trying to achieve with their online commerce and marketing. It is crucial to also offer flexibility for clients to change their minds, and to know when to suggest alternatives and offer guidance. Medusa Commerce creates high-end bespoke websites, and, with the aid of the SEO team at IKROH, all websites will be built for search from the ground up. Both companies can now be contacted via the main IKROH switchboard on 01908  379938.

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

Integrating PPC and Social Media

PPC social media

With social media becoming one of the most important aspects of any internet marketing campaign, it’s important to be able to integrate your social efforts into your search marketing division, including your PPC advertising campaigns. It may not be immediately obvious how the two diverse approaches can work together, but there are several ways to incorporate social media with your paid marketing strategy to drive traffic to your site, increase conversions and improve your visibility.

PPC is best used for temporary or short term campaigns and promotions, and this can tie in extremely well with social media marketing and advertising. Here are a few ways to directly use PPC and social media together:

  • Use PPC ads to direct users to your Facebook page or social media profile with a strong call to action to participate or gain some sort of benefit.
  • Raise awareness of your social presence using PPC ads.
  • Link your PPC ads to a social media promotion or competition.
  • Direct users from PPC ads to multimedia such as a promotional/instructive video on YouTube

A more indirect method of utilising PPC and social media together to further your marketing efforts is a technique called ‘remarketing’. By using social media, you can specifically target your desired audience to raise awareness of a particular product or promotion, driving large numbers of new users to your website or specific landing page. It may be that a small number of these users actually turn into customers, but you will have gained valuable exposure to your website in the meantime. With remarketing, you can reap the benefits of this increased exposure by targeting new PPC ads directly to this new audience. With AdWords you can even drill down into highly specific elements such as users who abandoned their purchase at the checkout stage, targeting these ‘almost customers’ directly, in the hope that an extra nudge will be all that is needed to turn them into true customers.

The theory is that your brand and website will be familiar to them and therefore hold more weight with regard to future purchasing decisions. There are various ways to tap into this familiarity and trust, and target your PPC advertisements to entice these users back and convert them to customers, for example:

  • Using the same image used on the original landing page your new traffic accessed
  • Echoing wording or content used on the original landing page to remind them of why they visited your site in the first place
  • Offering an additional incentive such as a discount or free shipping
  • Offering a similar product to one users have viewed or purchased
  • Offer email or newsletter subscriptions with product updates and incentives

Using social media and PPC together means bringing the best of both worlds into harmony – the brand awareness of social media and the immediate call-to-action of PPC. Use social media to drive traffic to your website and use PPC to raise awareness of your social media campaigns, then recalibrate your targeting to make the most of every marketing move you make, turning traffic into conversions and broadening your audience as you do so.

For more advice and information on PPC and social media marketing, visit Ikroh.com.

 

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

Internet Marketing Isn’t Just About SEO

internet marketing

Some businesses rely too heavily on their SEO and paid search for their internet marketing strategy. The truth is it takes a variety of different approaches working together to succeed with internet marketing, and it’s far more important to building a reputable and efficient online brand with a strong social network than simply stuffing content with keywords. Your SEO needs to work seamlessly with all other aspects of your online work, including social media, email marketing, press releases, multimedia, written content, offline marketing and website analytics.

 

internet marketing

 

The stronger all these elements work together, the more value search engines will place on your website and your content, improving your ranking much faster and more effectively. So how do you go about it?

A good place to start is with a website audit – this can show you the strengths and weaknesses of your site, where your traffic is coming from and which content performs the best and worst. From there, you can re-evaluate keywords, content strategies and think about ways in which you can improve your website, bring in new traffic, and integrate other areas of your online activity, such as social media and email marketing.

Next, consider your goals. What are you trying to achieve as a business in both the short term and the long term? Work out the best way to focus your efforts regarding each goal, whether that’s a social media promotion or an ongoing natural search strategy. Revisit your goal status regularly to see if there are any ways you can improve it, or if you need to reconsider how you’re going about your strategy.

Also look at your current content strategy – is the content you’re creating regular, engaging and relevant? Are you making use of a variety of search terms, including long tailed phrases? Your SEO content should be spread across a range of platforms, from social media to blog posts, press releases to multimedia, email marketing to website content. Use your analytics to track the success of your content and constantly adapt and improve to maximise its success.

It’s important to think about your site traffic as individual people rather than just a metric. It’s all very well following basic SEO guidelines on keywords, links and ads, but if your content and your website are not conducive to a beneficial customer experience then you will be constantly working uphill. The human element can be far more important than meta data and alt tags – think about it:

– If users find your site but are directed to a non-relevant or uninformative landing page, they will leave.

– If users find your content but it is bland and uninteresting, they will not click through to your site.

– If users find it hard to navigate your site,  they will get frustrated and leave.

– If users find your social presence to be unprofessional/sporadic/unresponsive/boring, they will not raise awareness of your profile/site by interacting with you.

– If users find your content/site/social platforms to be inconsistent and confusing, they will not find you trustworthy.

– If users gain nothing positive or beneficial from their visit to your social media profiles or website (such as a promotion, an interaction, or valuable information and content), they will look elsewhere.

– If users find nothing compelling in your content to encourage them to buy into your brand and see worth in your services or products, they will not use your business.

– If users have a mediocre or negative experience with your website, customer service or social media interaction, they will not use your business AND they will probably spread some bad word-of-mouth across social networks or review sites.

See anything in there about your keywords and SEO jargon? No. Your internet marketing is not solely reliant on coding and sales pitches, it’s about connecting online with your customers and creating valuable content. Not only will this bring you success with search engines, who will recognise your website as an authority on your subject, but you will create a stable community of fans and repeat customers by establishing a place for your business online.

For help with any aspect of your internet marketing, including SEO, social media marketing, email marketing, copywriting, pay per click advertising, website audit and analytics, the team at Ikroh.com are happy to help, whether you’re a teeny tiny start-up, a small local business or a multi-national company.

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

Social Media Checklist

Is your business social? If not, why not? These are the questions that any business should be asking themselves if they have not already joined their customers in the social networking arena. It is worth noting that your competitors may already be talking to your customers and, worse still, your customers may be talking back! If you want to get into social media but don’t know where to start, don’t panic. We’ve complied a quick checklist for companies looking to embark on going social…

social media management

  1. Be honest. This is the most important part of any social media campaign – be truthful, genuine and as down-to-earth as possible. Social fans dislike fakery and dishonesty, and being open with your fans means you can turn a negative comment into a positive one by dealing with it politely and trying to make amends.
  2. Say sorry. If your businesses gets it wrong, do the right thing and apologise. Most people can understand that mistakes happen, and in many cases you can make or break a lifetime customer by how you deal with your mistakes. Future or existing customers will also appreciate seeing how you deal with difficult issues.
  3. Transparency is key. Making sure your customers see that there is a human side to the business is vital and is an integral part of a successful social campaign.
  4. Respond quickly. People see social media as a platform that is outside normal trading hours, which is why it’s so useful and efficient. Most people realise that if you ring a business on a Sunday evening you are not likely to get a response, but with social media people almost expect an instant reaction at any time of day. If resources allow, try to have someone answer ASAP, even in the evening or over the weekend.
  5. Employ social management. It is vital to choose a social media agency that understands your brand. If an agency is writing content on your behalf they need to be able to answer at least basic questions such as opening hours and product/service information. It is also important for agencies to set the correct tone for the brand. If you can’t stretch to a agency management then make sure you have staff dedicated to your social media endeavours.
  6. Post once, distribute widely. If you run a blog or a news feed, ensure you link it to all your social profiles so that your news can be spread through social channels with minimal effort.
  7. Don’t be too corporate. People are interested in what your team are up to as well as your products and services. Share interesting and funny stories ‘behind the scenes’ of your company. This is a great chance to show the human side of the business.
  8. Encourage conversations. Once you have built up a reasonable community of followers and fans you will soon find they will talk amongst themselves but like any party the host has to get things started. Ask questions and let your customers discuss the questions together. If possible, tag (or at least address) individuals within the conversation in response to them as it shows a real personal interest and will also help to flag up the activity on their profile.
  9. Promote your social presence. Add social icons to e-mail footers and website pages so customers can find you on each of your social profiles. Why not even add stickers to your premises or car windows, or add URLs to your paperwork and flyers. Invoices or receipts are also good places to promote social campaigns.
  10. Be quick. If you have some news about the company be quick to share it socially. Depending on how interesting the news is you will be surprised just how far it spreads.

If you need a social media agency with a difference why not talk to IKROH? We pride ourselves on creating bespoke and adaptable social management campaigns for each of our clients, and thrive on building successful relationships and businesses online.

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.