Adding Google Plus +1 and Facebook Likes to your Website, Using Semantics

A primary objective of work in designing and deploying websites is to enable an evolved online user experience, for human users of the website. For many websites and their owners, the core website is also a source of information, marketing messages and social dialogue that lives elsewhere. "Elsewhere" can mean any Internet-enabled channel, from social media like Facebook, Google+ and Twitter, to Search Engines, RSS feed networks, Directories, eCommerce platforms, Mobile Apps and content syndication engines.

In short, a website deployment should, as standard practice, assume the web content to be mobile and accessible (in part or in whole) from many other places – and therefore should be as accurate, optimized and standards-based as possible. A website should not only be a destination, but a source of content fragments and descriptors that "carry the flag" around the Internet, to search engines and social media networks, while working hard to escort users back.

This is especially important for an eCommerce portal or website, when selling discrete product or services (for which there are already common vocabularies). It's especially important if the eCommerce website is designed to deliver a great User Experience (UX) as well, incorporating a lot of helpful content, tools and sometimes off-topic content as well as the core product data.

It's well known that the actual website content should be optimized to find exactly what a user needs, convince them to engage or buy, as well as convince the search engines to rank highly for target products. This optimization is driven by a mix of "usability", "accessibility", "performance optimization" and "SEO" techniques. Achieving this mix isn't horribly difficult, but does require professional experience and a healthy understanding of the site's business objectives, underlying technology and online "neighborhood" (i.e. its competitors, partners, detractors).

Semantics For Search Engines

Focusing on search engines, it's imperative to make every content fragment or page on a website, whether it lives only on the site or is copied/syndicated elsewhere, as semantically accurate as possible. By "semantically-accurate", I mean the topics and focused intent of the content are crystal clear (i.e. "machine-readable") and aligned with standardized vocabularies. This includes any intentions related to "persuasion" or "marketing". Note that ALL search engines are interested in as much semantically-accurate information as can be provided; this includes Google, Bing, Facebook, Twitter, YouTube, Blekko – many search engines out there.

To be semantically-accurate for search engines, it boils down to the visible, unstructured web content plus the non-visible structured web content – one supporting the other.

For the visible content, this is generally a straightforward Search Engine Optimization and Marketing (SEO/SEM) exercise; determining the right keywords and their optimal use on the web page and offsite content that links back, including "alt" and "text" tags, coding good HTML markup (i.e. "header" tags, bolding and other decorations), using text instead of graphics for keywords, making sure scripts and other code are well-programmed and perform well, and taking advantage of descriptors like "Meta Tags" (i.e. "Title" and "Description") that show up in search engine results of the website.

The non-visible structured web content to be concerned with focuses these days on the new Schema.org semantic markup standards. While many standards have been evolving around adding semantic descriptors to web programming languages, like Microdata, Microformats and RDFa, "Schema.org" is a search-engine driven attempt to "normalize" (aggregate and standardize) the most useful vocabularies (useful by the search engine vendor standards). Basically, standard words and categories are embedded as non-visible HTML code within the existing HTML tags, to help search engines understand (and convey accurately to searchers, for example using "Snippets" in the search results) precisely the focus and intent of the surrounding web copy. Note that as more web projects move to using HTML5, using structured semantic markup will become easier.

Take a web page that speaks to a particular product, with pricing information. The page may include several indicators of price (specials, coupons, 2 for 1, etc.), but the search engine would like to display for shoppers what the true price really is (helping with apples-to-apples comparison shopping). The HTML code may be:

< p >Price: $499< /p >

Adding some markup around this (and only this, on this particular page), will tell the search engines that $499 is the real, for sure price:

< p >Price: < span itemprop="price" >$499< /span >< /p >

There's a bit more detail to learn about using this kind of markup, and the "Google Webmaster Rich Snippets Testing Tool" can parse your page and show what the search results focus will be, using this semantic markup.

Semantics For Social Media

To many website owners, participating in social media frequently means not much more than the "AddThis" button, highlighting a litany of chicklets with logos of many social networks. While this may encourage or enable users to actually share the webpage information into their other communities, it doesn't enable any communities to "reach into" and interpret the website (and their members' opinions of it) for themselves. Enter the "Like" and Google "+1" buttons.

Placing these visible buttons on your site certainly enables users to "fave" it, plus show them how popular it might be to their other friends and co-workers. Adding some additional non-visible semantic markup to your site will help the Facebook and Google+ tools understand precisely what your site is about, when exposed in these communities.

For Facebook, the additional markup is in their own "Open Graph" format, which is a semantic vocabulary with descriptors that establish a website or page as a "Social Object". (Check your page markup with the Facebook Linter .)Basically, Facebook can tell its community about your site (through search results, "likes", sharing), in a way that's very useful and friendly to its community. A set of core tags are (space added for rendering):

• < meta property="og:title" content="Title of your webpage or site"/>
  
• 
  
• < meta property="og:site_name" content="Name of the website"/>
  
• < meta property="og:type" content="Type of thing or topic the website is about"/>
  
• < meta property="og:email" content="Contact email"/>
  
• < meta property="og:phone_number" content=" Contact phone"/>
  
• < meta property="og:locality" content=" Contact town/city/neighborhood"/> (note, lots of "address" descriptors available)
  
• < meta property="og:image" content="Image about your site you want people to see"/>
  
• < meta property="fb:admins" content="The primary Facebook contact for this site"/>
  

For Google, the additional markup is in Schema.org format, and amounts to some Header Meta tags in addition to the "Plus 1" javascript code (to actually see and use the +1 button). The Meta tags reinforce the focus of a user's intention of using the +1 button, telling Google precisely what you want the +1 community to know about the page from their friends' recommendation (Google calls this "+Snippets"). This may be a little different than the core marketing messages supported by SEO, and therefore a little different than the content in the traditional Metatags. The basic tags are:

• < meta itemprop="name" content="Name of your site or webpage">
  
• < meta itemprop="description" content="What's on your site or webpage">
  
• < meta itemprop="image" content="a nice image to socialize about your site or webpage">
  

Note that Google's +Snippets will actually use Facebook OpenGraph markup if it's already available, i.e. "og:title,image,description".

To Do's

So, if you're building a new website or upgrading an old one (especially for eCommerce or B2C sites), be sure to consider the following to maximize BOTH search engine results for your product AND exposure within online social communities:

1. SEO your site, plus your external content and social media profiles - visible AND non-visible elements.
   
2. Determine what you'd like to really highlight, perhaps just your business, perhaps products or services….generate the Schema.org-compatible markup for these – try http://schema-creator.org/ to help.
   
3. Work with your Website Programmer and Information Architect to determine how best to insert this “structured markup language”, in a way that enhances and supports the parallel SEO techniques, yet complies with the site's design and technology. Test it. Note that many Web Content Management (WCM) providers haven't yet made this easy to do – so check with the vendor.
   
4. Find a way to use the "Like" and "G+" buttons, and insert them on your site – especially for products or information you feel would benefit from widespread, public socialization; sometimes it’s best to use these where the site’s personality really shows through, like on the "About Us" or "Contact Us" page.
   

KME Internet Marketing can help with your website content optimization and interactive marketing strategies, for search engine, social media and other digital channel exposure. KME staff expertise include Web Information Management Semantics, a skillset not easily found anywhere else among local Marketing organizations. Contact me for more information.

Promoting Your Employer Online via Personal Social Media

We’ve been asked from time to time by businesses about how to educate employees on using Social Media – from two perspectives. One perspective is simply as part of a broader Internet use policy, to help employees stay safe and protect information assets. Another perspective is to encourage employees to support their business in their daily online activities, should they choose to do so. This is essentially giving employees as “social media enthusiasts” the tools and guidance they should get, to help them positively contribute to the overall online marketing efforts of their employer.

Following is some template guidance that can be used and shared with employees. Let us know how this can be improved or updated. We can and do provide consulting regarding planning and implementing social media programs for businesses and organizations - contact KME Internet Marketing in DC for more information.

Use of Personal Social Media to Support ABC (Employer)


This non-legal memo contains straightforward, general advice regarding things to consider when using Internet Social Media to promote your employer. While ABC (Employer) may or may not have an “official” Personal Social Media or Internet Use Policy at this time – these additional guidelines should be very helpful in maintenance and growth of your relationship with ABC, where use of Social Media to promote ABC is concerned.

Note this guidance can and should also be used to promote the area and industry your employer serves – i.e., from an Economic Development or "Place Marketing" perspective. By promoting your neighborhood, county or city for example as a great place to visit or live, this helps promote the general business climate and possibly attract new customers and employees for your company. Here’s an example of how some businesses and employees are actively promoting Loudoun County VA online.

The Internet is a great tool and venue to use for promotions and advertising, whether for personal reasons (i.e. promoting yourself, your cause or interests), or for promoting businesses, products and events, whether commercial or nonprofit. ABC does draw a clear line between actively engaging particular employees in their online marketing and communications strategy, and simply providing guidelines for personal Internet activity (i.e. not related to, or requested by the employer).

ABC is currently engaged in many different kinds of online (and offline) advertising and marketing efforts for its business and brand, such as posting links about upcoming specials and events on its website, in various newspaper and social media websites, and on local search engines (like Google). ABC is directly paying service providers and specific employees to do this - this document provides guidelines for all other employees, partners or contractors.

Employees of ABC, like employees of just about any other kind of business, aren’t required or expected to market, advertise or otherwise promote their employer in any way, unless it’s specifically a part of your job description or contract. If marketing isn’t part of your job, it’s usually better to check first with your supervisor or employer if you’d like to promote your company or services on your own – this will help avoid any risks or issues based on mis-communication. There may be some ways you can help promote the business and your role in it, that are aligned with the company’s business strategy, operations, legal and personal privacy protection responsibilities. There may also be some specific training available.

It is typically helpful in one’s personal, professional development to support your employer’s public presence, whether directly or indirectly. Using a restaurant as an example, if you really like the restaurant menu or a particular entertainer, starting some “buzz” and telling your friends and family about it is a good thing. Proudly wearing an ABC-supplied shirt or hat with the ABC logo in public can draw positive, helpful attention to ABC. The more positive conversations or impressions you generate, the more ABC and its employees benefit over the short and long run. Likewise, negative or conflicting impressions about ABC can quickly spread, whether intentionally or not…your family of employees should always be supported with the respect and professionalism they deserve.

Social media on the Internet is a much-discussed venue for sharing information and engaging others. Social media is generally easy and quick to use, can be really helpful in spreading the word, and enables interesting ways to see and share videos, music and pictures. Social media includes websites you may already use, like MySpace.com, Twitter.com and Facebook.com – along with many other kinds of Weblogs (Blogs), “Chat” applications and other bookmarking or review-oriented sites. While social media can be really helpful and entertaining, using it for any reason is not without certain elements of risk…just like any other use of the Internet.

Risks include others finding out your personal information, damaging your computer, possibly stealing information or money from you, or otherwise intruding on your personal, family or professional privacy. Risks also include damage to reputation – whether that of your own, someone else’s or even that of a business. Damage to reputation takes many forms, and on the Internet, it can be very hard to recover from. Risky online behavior and negative online postings (about anything or anyone) can also be damaging to your career and employment status – so be careful and safe on the Internet, especially using Social media. An example set of good guidelines for “engaging in public discourse” is available at http://www.sun.com/communities/guidelines.jsp . Take a look, and let us know if you’ve got any questions, or would like more information.

IF you do use the Internet and Social Media regularly, and IF you decide to share or point out positive information online about your employer (or anything related to your job or industry), there are some helpful, additional guidelines and methods to take note of here. This advice can only help your contribution be as positive and effective as possible (and help avoid some of the risks mentioned previously). Again, ask others who know for more advice, or let us know if you need help with questions or issues.

• Bookmarks – if you see news, an article or website on the Internet about ABC, and you like it, feel free to share the link with others – using bookmarking tools like Digg.com or Mixx.com.
  
• Sharing – if you find an article, advertisement, picture or other information about ABC, its events or entertainers – feel free to share it with others through your Twitter, Facebook, MySpace, YouTube or Flickr account. This can be especially helpful for an upcoming event or product announcement. Do be extra careful about infringing on copyrights, brand trademarks or personal privacy of others – for example, posting videos identifying other people online without their permission.
  
• Following, Friending, Fans – for those of you who regularly use Twitter or Facebook, you know that sometimes other people or groups may start social, online conversations about topics you’re also interested in; by joining the group, or following such a person, that helps build both your and their credibility and influence regarding the topic. If the topic relates to your employer or industry, all the better! Also check ABC’s site for “RSS” feeds – subscribing to these with an RSS reader is a quick and easy way to keep up with news and events.
  
• Reviews – there exist many forums and online websites like Yelp.com or more industry-specific sites that encourage fans of local businesses to record their reviews; if you like a business, it’s always helpful to let others know about it. Be truthful, and don't post unwarranted negative reviews about the competition!
  
• Traveling around town – there are some applications that allow you to notify others of your location-based interests; for example Brightkite or FourSquare on your GPS-enabled mobile phone – these location-based social networking tools are great to let others know where and when you’ll be visiting ABC!
  
• Your own site, blog or emails – it’s always nice for a business or organization to get positively mentioned or linked to, from somebody else’s website – especially with helpful, professional comments and descriptions. Let ABC know about your site, and your support – ABC may find it helpful to promote you!
  
• ABC email list – ABC has its own website, and may (or does) also have additional website and group presence on social media sites – if you want to stay up-to-date with ABC services and events, register for available email list notifications, and let others know they can too (emails can be forwarded).
  
• Your social or professional profile – many professionals provide personal details such as their employers, the type of work they do, and certifications on networking sites like LinkedIn.com or Facebook.com; this is generally a helpful thing for professional growth and networking, but you’ll want to be sure to not reveal any particularly sensitive details about your work, employer or family. Stick with the basics, like “I work at ABC in Northern Virginia” – but avoid giving out non-public information (like your work hours, employer team profile, home address, family names or home telephone number).
  
• Keywords – any information you post on the Internet is more helpful to your employer, if it includes words and phrases that are associated with your employer’s business or industry. For ABC, great phrases to use include things like “[insert key phrases here]”. If these words are actually used as a website link (i.e. one clicks on the phrase and is taken to www.[ABC].com, for example), even better.
  
• A note on Web Links – some of the very most helpful things to a business on the Internet, are “hyperlinks” (i.e. web links) pointing back to the business website. The more, the better, especially if the links are from very popular, well-read websites. Therefore, anytime you post information about your employer or industry on the web, be sure to use a good link – it’s helpful both to the business, and to readers, and search engines really like to see these. If you know that someone else will be posting information you provided (like a reporter or a newsletter editor, online or printed), ask them to include a hyperlink.
  

Thanks for reading through this material about your Employer and Internet Social Media. There are many other resources available to you; search around the Internet, ask someone who knows, or check back with us.

Loudoun County, VA Search Engine Optimization (SEO)

Loudoun County, VA Search Engine Optimization (SEO) Services

Loudoun County, VA Search Engine Optimization (Loudoun County, VA SEO) is the process of improving the volume and quality of traffic to your website from search engines like Google, Yahoo and Bing via organic or natural search results. In other words, Loudoun County, VA SEO is a process of getting your website found on search engines when people search for you, what you do or sell.

Pretty straightforward, right? Not necessarily. Search engines use a complicated mathematical formula called an “algorithm” that generates the order of websites displayed (called “search results”) when people search. Each search engine has a different algorithm and the algorithms change often. At this time, Google is the most heavily used search engine, with Bing, Yahoo, YouTube and Twitter Search advancing fast. Loudoun County, VA SEO is the process of aligning your website with the search engine’s algorithm, targeting Loudoun County businesses, residents or organizations.

Complicating matters even further, achieving a high ranking within search results is an extremely competitive, multi-billion dollar per year industry. With over 85% of all clicks on Google, for example, occurring on the first page of relevant search result – if your Loudoun County, VA website isn’t on the first page (or perhaps the first three pages), it just won’t get found.

KME Internet Marketing is based in Loudoun County, VA, and has been studying SEO, search engine algorithms and consumer search behavior in this DC metro, Northern Virginia and suburban Maryland region for the last 6 years and has developed a highly unique, effective and dominant strategy to consistently get our Northern Virginia and Loudoun-focused customers on page one of Google, Bing and Yahoo. We have Loudoun County, VA SEO Plans to serve small and large businesses, nonprofits and communities.

We use three primary SEO strategies for achieving high organic search results placement for your website - (Read more at Northern Virginia Business News, Marketing and Advertising).