Audience and relevance, the keys to your social positioning

THE METRICS OF THE PAST

In the beginning, when the Internet became more commercial, what was important was user traffic , the number of visitors to the website of university town islamabad map.

Then, the page views of park view lahore were , that is, the user consumed a lot of information and / or a lot of advertising.

With the incorporation of social networks as online channels, companies wanted to increase the number of fans.

But search engines and social networks do not give so much importance to volume in their algorithm and to user behavior on the channels they access.

There are still companies that are dedicated to selling user and follower traffic, all fictitious, to fatten the numbers of company profiles that only know how to measure themselves with the competition in terms of quantity.

CONVERSATION AND INTERACTION METRICS

Now, both users and managers of Google and Facebook, what particularly interests them is content engagement , as demands for a larger audience, which responds to the impulses of organic and promoted content .

If you have a small audience on Facebook page of ichs town islamabad, but that group of loyal users interacts with every message you send, your next posts will appear on their walls and spread to those of their closest contacts.

If the information pages on your website:

• allow users to collect the data they were consulting on Google,

• those users continue to look at other pages of your website and / or profile and remain on them,

• share the information in their profiles,

• add a comment or like the post

Both the search engine and the social algorithm will better position your content.

As Victor Puig well remarks in his talks on advice on social networks,

Put the focus on the Interaction !

ORGANIC POSITIONING FACTORS IN WEB SEARCHES AND SOCIAL NETWORKS

Reviewing the Facebook algorithm (faisal hills payment plan), we see that the key factors are:

• Affinity between creator and user, measured by interactions,

• Weighting of the content, according to its type: comment, like, sahre (share it in own profiles), ..

• Time since content creation.

EdgeRank, Facebook algorithm to position shared content on the social network

In Facebook, organic positioning can be assimilated to the visibility of your content on the user walls.

The breakdown of the algorithm, which establishes that visibility, is the combination of the following factors:

• Interest on the page

• Post performance

• Historical results of the page

• Type of content

• Freshness of content

The result of the activity of a post is measured with this phrase that is placed next to the content shared on networks:

"It has reached xxx people"

Therefore, the audience is the KPI par excellence in social messages and now it is, a fact in which volume is important.

But the way to grow in volume, is based on:

• the ability to generate engagement with users, which is the natural way of achieving it, or

• with push activity, ads that promote that content to a larger audience than you have organically.

In the case of search engines, the factors that determine the positioning of content on the results pages, are mutating year by year, with successive updates (Google already lacks animal names to name them), aimed at addressing the real needs of users, to respond to queries, which are also mutating.

Voice-activated phrase queries, which are questions asked of increasingly conversational artificial intelligence.

From the “Madrid floor”, we are going to ask Siri or Alexa questions such as “I am looking for a flat between Chamberí and Argüelles, second-hand but without the need for reform, from 90 to 100 meters and 3 rooms, less than 200 meters from the meter, preferably last heights ”.

The machine learning is allowing such prayers analziadas and interpreted in an appropriate context, to establish the characteristics of housing demand of the user, who also know their age range, property , marital status, occupation and a few interests and hobbies.

The most relevant factors in the Google search results ranking are (2018):

• Domain trust,

• Popularity, trusted media links pointing to the content pages of the site,

• Text assigned from external links,

• On Page Optimization,

• Domain registration and hosting,

• User behavior,

• Activity in social networks.

Other subfactors intervene, with increasing weight, such as:

• the speed of the site,

• user activity,

• the bounce rate,

• the interactions and sharing of the content,

• opinions about the brand, products and service, ...

In social networks, organically it is difficult to reach more than a small part of the audience (people who have liked the page). If you have a company page, you have to go through the box to increase the audience.

Similarly, organic search engine positioning, despite being desirable, is difficult to achieve and even less so in the short term. Your website, to see it in first place, needs promotional support.

Both the Facebook and Google algorithms are based on determining who might be interested in a publication, on a history of previous scopes and interactions.

CONCLUSION

It is interesting to expand the reach of your messages, to an audience that has interests and concerns related to the information you share, so that their reaction is positive and allows them to retain; That way, your information can be extended to other contacts.

Promoted campaigns, both on Facebook Ads and Google Ads, can be a good way to do this.

Naturally generating conversations with other people, increasing their reach through ads, to extend the audience to users related to the published content, is the best positioning strategy in search engines and social networks .

Example of publication on Facebook , with a high level of audience and interaction.

Terminology :

• News Feed Visibility (“EdgeRank”) - ratio based on the relevance that Facebook considers to be a content or story (message, status update, photo, video, tag, change of figure, ...), generated with an algorithm of factors that They measure time, past interactions, type of content, ...

• Interest - it is related to the degree of affinity that unites you with the creator of the post, of which you can be united by family ties, friendship, follow him as a reference author. Based on time spent consulting and interacting with a story.

• Post Performance - the performance of the post serves to establish its visibility on the wall of the users, since it relates the activity with those of other authors.

• Past Page Performance - measures from when you are active, your past activity, if the profile is complete, how many fans you have and how the page updates follow.

• Type of content - it is a factor that influences the ranking, giving priority to photos and videos uploaded directly to Facebook. It is also analyzed whether it is original content or previously used, such as stock images or videos. If it is also accompanied by a link, the clicks received and the optimization of the landing targeted are measured.

If you need to review your internet communication strategy, we can help you draw up an online real estate marketing plan: