Facebook, Twitter, Linkedin IconsLast year Twitter made an announcement that users were able to increase engagement by 208% through ad improvements and autoplay videos. Additionally, the company confirmed that the cost per engagement dropped by 56% from the previous year!

If you are in business and actively using the Internet then you should know that Twitter has been extremely popular. Businesses and individuals have been using it to reach out to others and generate conversions while improving brand recognition.

And it’s not just Twitter, other social media platforms have had their share of impressive successes in drawing more traffic to landing pages.

  • A European watch company was able to get Instagram followers to re-post his discount coupon and improve sales by over 200%!
  • Fashion brand Chanel launched a campaign #newchanel5, got a major blogger to endorse the product, and pulled an additional 8 million Likes from its original one million!
  • Hundreds of new YouTubers encourage followers to suggest videos to review which improves their network by thousands and draws Internet users to visit their websites

The beauty of social media is that using it is easy, goals are achievable, it has great visability, and has become the norm for most consumers.

The key to using social media to drive traffic to your landing pages is creating a campaign that is focused, well-planned, and engaging. Here are just three tricks you can use for that campaign:

Trick #1 Offer Social Media Authorization

One reason users hesitate clicking on a post that will take them to a landing page is the process it will take to get there. Signup forms and logins that are complicated or even take a fraction of a second longer than the user is willing to waste will be a major turn off. Give them the easy option of social media authorization which allows them to use their social media credentials (Facebook, Twitter, Instagram) to sign in.

Trick #2 Diligently Work on a Social Media Campaign

It’s quick and easy to post on social media but if your posts are confusing, untargeted, or boring, you will not get more traffic to your landing pages. Do not be random with your posts. Have a plan. Your plan must have the following:

  • An objective – what do you want to achieve, how many new visitors, organic clicks, and conversions
  • Target – should be specific (age, gender, interests)
  • Good monitoring and analytics tools
  • Time frame – it helps to put pressure plus staying on the same campaign will eventually bore all users and cause them to tune out

Trick #3 Make sure your landing page is social media friendly

You can generate traffic to your landing pages in more ways than just having a social media campaign. By making your landing pages social media friendly, you can place a numeric value on the popularity of your page using social network widgets.

When people on your landing pages click on these widgets to Like your page, it be seen by that person’s network who just may decide to take a peek at your page.

Content density is one of the tools used to measure the percentage of content against the page size. In simpler terms, it means providing information as succinctly and as clearly as possible without the fluff and unnecessary words. Pages with higher content density rank higher because “shorter is indeed sweeter” and deemed more valuable.

In 2017, content density is expected to be significantly more important for several reasons:

One, there is so much content in the Internet that there is a need to find content that does not consume so much time to read or watch. Based on data collated by GWAVA, an expert in security and the archiving of e-communications, from 2011 to 2016, Internet use has grown by 60% or from 2 billion to 3.4 billion! Every minute, the Internet grows in content in unbelievable ways:

  • Over 350,000 Tweets every minute
  • 400 hours of new video
  • 5 million Instagram posts
  • Over 4 million Facebook posts
  • More than 4 billion Google searches

And this happens in just 60 seconds every day and does not include new blogs, articles, podcasts, and news bulletins. Thus, the world is under extreme pressure from information overload. Unfortunately, the majority of this content is shared. According to Statista, 70% of US Internet users share content they read online. Focusing on content density will mean compressing data in a more effective way – which is a factor that has become highly favorable with SEO engines and users.

Two, there is a trend towards higher content usability. We live in a “fast food world” where many people want it – and want it fast! Going over content that endlessly glosses over facts and data or makes use of creative and flowery descriptions will cause many readers to drop the content in favor of something that promises more value for one’s time. Truly there is a market for readers who want the poetry and rhythm but many prefer it to be short and to the point.

Three, content density improves SEO because it makes it easier for search engine robots to crawl your site and rank better content higher. This means a greater chance of being found among the millions of content being posted daily. In addition, longer content tends to take longer to load and this causes users to drop it in favor of something else.

Finally, the most important reason why content density takes center stage in 2017 is because it discourages keyword stuffing, unethical SEO practices, and negative user experience. Thus, it can only be good to focus on making your content conform to maximum user experience – because you avoid wasting users’ time which is one great way to boost your subscription base and customer base.

 

Picture of Mobile phoneIn 2015, a new open source protocol was introduced called the Accelerated Mobile Pages (AMP) aimed at faster loading of mobile content across different platforms.  Step back in time to 2015 and you will see that in 2015 about 64% of Americans began to rely on their mobile gadgets to access online services and information.  However, about 48% of those who used their mobile devices to access the Internet admitted to having to shut off their phone because of the high cost of maintaining the Internet service. One reason for the high cost was the slow loading process.

Based on several studies on e-commerce, a website could potentially lose $2.5 million in sales for every second of loading delay while for every second of improvement in loading there is a 2% conversion increase and lower bounce rates.  As for SEO, AMP indirectly improved performance in terms of ranking.

When AMP was launched, expectations were high but a month later, there were complaints of technical glitches. These glitches were addressed in 2016 and viola! Something amazing has happened and is expected to blossom even more in 2017. Just look at what AMPs were able to do:

  • AMP listings have spread to organic mobile results
  • 53% of Internet users will drop a site that fails to load fast enough
  • Some of the websites that have the AMP format include eBay, WordPress, Reddit, Pinterest, and Google
  • Gizmodo reports that 80% of their traffic coming from AMPs are visitors and they enjoy a 50% impression increase
  • Washington Post says that they have a 23% increase in returnees among mobile users – and they come back within a week
  • Traffic that comes from AMP pages spend an average of 10% more time compared to those from regular mobile pages

AMP will be able to improve your viewability rates, lead to better engagement, and result in higher eCPMs (effective cost per mile) compared to traffic from non-AMPs. And why not when AMPs can improve loading time by 4 times while using about 10% less bandwidth.

Also important is the fact that Google has made mobile search top in its indexing. A typical Internet user would be lost without a mobile device. In fact, the average user starts connecting on the mobile device within 5 minutes of a walk, as the go-to device when shopping, and to check on incoming notifications and emails.  This makes it impertinent for quick and efficient loads with mobile devices

Question Mark on Mobile phoneLast February 2016, a contributing writer on Forbes.com wrote about how User Experience Optimization (UEO) will soon become just as important as Search Engine Optimization (SEO). In a nutshell, he predicted that the number of times you use a keyword would no longer matter as much as being able to deliver what the user needs help with.

In fact, the habits of Internet users have changed from writing down keywords in the search bar to asking very specific questions in the hopes of finding out what they need with minimum fuss and delay.

What is User Experience Optimization?

UEO is what happens after you click on a link anywhere in the Internet. Did you find what you were looking for? Did it load quickly and without lagging? Were you ultimately satisfied by the experience?

There are 3 factors to UEO:

  1. Clicks – Great content will suffer in ranking if its clicks are measured poorly. Websites that are able to build relationships with high authority sites will benefit tremendously because these high authority websites would contain links to your site.
  2. Consumptions – This refers to the quality of content, not the quantity
  3. Action – The user must feel compelled (voluntarily) to take action

The Bottom Line

The Internet has become the most competitive arena and is expected to grow even more challenging. Websites are being launched daily in the hundreds and there is probably not a single topic or industry left untouched.

The key to being successful in 2017 is being able to adjust to the rapid changes. For instance, did you know that today’s generation would rather work and pay with apps than stay on the web?

According to ComScore, engagement over desktop has flatlined while mobile use has skyrocketed to unprecedented heights. And on mobile, 56% of the time is spent on apps. The Millennials only use their desktops (if they have one at all) for studies or work but would opt for mobile device use whenever possible. This has led to a decline in search use in favor of apps which is why UEO is bumping SEO especially among the Gen Y users.

To get in touch with your market and grow, you need to start thinking about how you can develop an app or make your website more user friendly. You might also want to consider expanding to other platforms like Twitter, LinkedIn, Facebook, YouTube, and Instagram because these are the sites where many users go to for better quality content. To prove this: ask yourself, “When was the last time I got what I wanted from a Google search at first attempt?”