Social Media Optimization (SMO) Is The New SEO

Is SEO Dead? I don’t know, but it sure doesn’t hold a candle to the power of Social Media signals these days. I think a lot of people much smarter than I will agree with that statement. So if Social Media is becoming arguably more important than Search Engine Optimization, what are you doing about Social Media Optimization?

SMO is the New SEOThe concept of SMO has been kicked around for a while, but much like SEO it’s always been kind of a gray area, a moving target. How do you optimize what people are sharing on Facebook and Twitter, and Google+? How do you control what people see when they share your content on Social Networks?

The good news is, there are a whole bunch of ways you can optimize your content and control how people share and interact with your content on Social Media. The bad news is, there are a whole bunch of tags you need to utilize to optimize your content for SMO.

Since Facebook and LinkedIn rely on the Open Graph protocol, and Twitter offers Twitter Card meta tags, and Google+ would like you to use semantic microdata markup, it’s still kind of the wild west out there in terms of a standard for Social markup.

That’s why we made a Tool for it – today we’re announcing the KnowEm Social Media Optimizer!

It’s pretty simple to use, just enter your blog or website URL and we’ll identify some of the more important markup tags the big Social Networks are looking for, and let you know how you score on them. We also try to give you a rough approximation of what content users will see when they share your page on Facebook, Google+, LinkedIn, Twitter, and probably a whole bunch of other networks.

So what is SMO and how can it benefit you? For example, if someone likes or shares your page right now, Twitter, Facebook, LinkedIn, Google+, and others will try and pull a title, image and description on their own. In most cases that’s fine. But if you want to completely control what people see when they share your page, you will want to optimize these tags.

I’m sure you’ve seen people share links on Facebook and all you see is a title, no description and some image that has nothing to do with the page. That’s because these tags weren’t used and Facebook tried to guess at them. When you explicitly declare them via the Open Graph Protocol, then you can control what everyone sees.

Could be more OptimizedFor example, take a look at the latest blog post from Seth Godin (Obviously a legend in the biz and I am by no means targeting him!). You’ll notice that if you click the Google+ button, it just pulls in the title and the first image it finds on the page (his face).  It doesn’t seem like that’s going to get a lot of re-shares and +1’s does it?  (Of course, it did, because he’s Seth Godin and he could put a picture of himself using an iPhone on the toilet and he’d get shares).

But what if people need a little more convincing to share your blog posts? Consider if this was your blog post and you optimized your tags and images so that when I click the Google +1  button I get a title that’s a bit more descriptive, a more relevant image and a custom description which might even be a call to action. Wouldn’t that be a little more conducive to getting more clickthroughs and shares?

You can control the images, titles and texts that people share so you know exactly what message will be conveyed to social networks when your blog post, product page, or whatever gets shared. And what about Twitter cards? And especially Google+ Authorship? You do know how to get your little face next to your blog post in search results, don’t you? Well we can help if you don’t.

Facebook, LinkedIn, Twitter and Google+ offer great advantages today because you can control all this data now through SMO meta tags. So in an effort to help you better understand what all these new tags are and what they mean, check out our new SMO Tool and start optimizing your site today.

Pro Tip: If you’re using WordPress, Yoast has an excellent plugin called “WordPress SEO” which can add a lot of these tags for you. We’re using it on this blog post right now 🙂

google+ authorship, open graph, smo, social media optimization, twitter cards


7 Responses to “Social Media Optimization (SMO) Is The New SEO”

  1. Mark on August 9th, 2013 9:52 pm

    Almost a great tool. Unfortunately I’ve tested it on pages where I know all the relevant data is there and this tool reports that it is not.

    Particularly Google authorship data.

    When I double-check using Google’s own tester, it says the correct markup is in place.

    The same is true when I use Facebook’s Debugger to check og markup.

    So I’m left confused: Both Facebook and Google says the markup is correct, your tool says it isn’t.

    Not that I always believe everything either Google or Facebook says, but the results still leave me hanging.

  2. Glen Wilson on August 12th, 2013 7:10 pm

    Excellent, great article. You are right, there seem s to be a lot of guesswork atm about seo. This is great information about markup data for the big social media platforms.

    Btw, that social media optimizer is a great tool.

  3. Jitendra Vaswani on August 29th, 2013 8:45 am

    Although back links are an important aspect of search engine optimization (SEO), that’s not all that your team should be focused on. An updated study from Searchmetrics revealed how important social media signals are to a strong SEO ranking. According to the company, well-positioned URLs almost always have a high number of Likes, shares, tweets, and +1s.

  4. Barry Wise on September 3rd, 2013 2:44 pm

    Hello Mark;
    For Google authorship, there is one reason we can’t check it and one known bug. We can’t check sites that are verified via email, and don’t use authorship markup. Also, we have a bug we’re fixing with a syntax error – if you use alternate placement or syntax for the author markup we miss it. That will be fixed in version 2 coming out soon.

    As far as FB Open Graph issues, we’ve not had any issues or bugs reported. If you’d like to contact me with the URL you were checking I’d love to take a look and see if we have a bug somewhere in there also. Thanks! bwise at knowem (dot) com

  5. Social Search Optimized Marketing on September 15th, 2013 7:35 pm

    I agree 100% that social media optimization is the new seo because social signals have become so crucial to a website’s rankings in the popular search engines of Google and Bing/Yahoo. I’m not too sure whether social signals affect rankings in the other search engines such as

  6. Suse Barnes on September 22nd, 2013 10:02 pm

    This is a great tool to start with. As with SEO, getting 100% with this tool or any other tool doesn’t necessarily guarantee page 1 results or tons of traffic, but I feel much better know I’m at least on the right track. The tool is very helpful a first round at correcting signal issues and I’m very grateful found it in a Google search for “search engine optimization and social media.” Thank you, Barry!

  7. Cameron on October 4th, 2013 2:46 pm

    I have a bunch of articles online. When I added Google Authorship, I did see a small bump in traffic to a lot of those pages. I’m not saying it was all because of adding Authorship, but I’d like to think it was a contributor. So yeah, I agree, SMO is a big deal.

Social Media Optimization (SMO) Is The New SEO

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