I’m for Mobile but Google’s Decision not a Timely One

“Mobilegeddon” is here, so sayeth the newspapers. It officially began yesterday .

Look, I believe in mobile when applicable. If i ran a business, I would want my website to be mobile-friendly as well as desktop friendly, since both are two different experiences. For example, an e-commerce site should make buying on mobile the easiest part of your experience, but the desktop version might limit the storefront to an easy-to-find page or banner on the site and then you might have a blogpost which is featured as well. There are many good sites like Dudamobile which optimize pages for mobile. I’ll post on this soon to give you guys my personal picks about mobile sites.

But Google’s decision is unfair I think because it doesn’t give small businesses, especially those run by older people who barely know how to update a web page, time to go mobile. This also hurts small nonprofits like mine who don’t have the staff and/or resources to constantly be on top of things like SEO and new content, because Google rewards web pages which are frequently updated, and if you’re a 1 (wo)man band, you may not be able to update your page with relevant content daily. Even if you do it every week, Google will still reward people who update more frequently than you.

They should have given people at least 30 days to go mobile, 60 preferred. For me right now, a bump down for my blog page won’t hurt as bad (though wordpress is a mobile-friendly site) but I could see this being calamitous for small, local businesses who provide services and don’t have a social media person paying attention to this news daily. Imagine if all of a suddenly you had a week where your heating and air conditioning repair business wasn’t getting calls. ‘Nuff said.

Seven Things I’ve Learned Using Social Media

Anyone trying to build a personal brand knows you have to use social media. All of us are increasingly spending more and more time online, whether from a desktop or mobile device, so being where people are is important if you want to reach folks.

The question is though, how many social media sites does one need to be active on to be successful? I’m not just talking about Facebook, etc., but blogs and “hang out” places like Kboards.com or whatever it is in your field you like. I’m still learning but here are seven things I’ve learned from trying to create my online platform.

1. Contrary to popular wisdom, you really don’t need to be a star with every site Conversely, you should be using more than one. I would say if you can use 3 social media sites and stay active on at least 2 blog boards (your personal blog counts for this, as does someone else’s blog) that’s more than sufficient. Stretching yourself too thin will dilute your impact but too few limits your ability to find new fans for your brand.  There are so many social media sites (Do you use Keek? Vine? Tumblr? Instagram? Snapchat? Flickr?) you just can’t star at ’em all unless you either a) use social media like a full-time job or b) hire someone to manage your social media full time. Ignore anyone who says that if you’re not on dozens of social media sites you’re “missing out”. There are very few people or businesses which can use that many sites and all of them have social media managers.

B&B: I use Facebook for personal use, Twitter (personal), LinkedIn (professional), Google+ (both), my blog (both), and I just signed up for Pinterest (which you can visit at https://www.pinterest.com/samfriedman100/). Check out my blog this Thursday for some great Pinterest tips. I also have a Vimeo account but it’s inactive at this time.

2. YouTube is a great tie-in to your other sites, but useless without a strategy Unless your direct objective is to be a YouTube celebrity or to get just enough viewers to collect a little ad revenue, producing even basic quality, simple content is time-consuming. It takes me about an hour to make a 2-5 minute video, edit it, add a free music soundtrack for intro and outro music, and publish with keyword rich videos. If I need photos it could take a little longer given my computer’s age and hard drive speed. Absolutely use YT to promote your brand but make sure YT fits into your overall platform plan. Otherwise your random videos will be drowned out by gamers, sketch comedians, DIY celebrities, and anyone willing to do basically anything to become famous. Hmmm…..

3. Visit blog boards in your area of interest and post, but don’t be worried if you aren’t a heavy poster I’ve been a registered member of Kboards for about 6 months and I have maybe 30 posts. Working a full time paid job and managing several other part-time jobs and volunteering keeps me too busy to post a ton but I do try. On at least one occasion a woman on Kboards snarkily commented how I had been on 3 months but had 8 posts (at the time) when I tried to post a topic question. Get your name out there but focus on your brand first and foremost and don’t feel bad if you’re not a board addict.

4. Identify the best posting times for each site Not all social media sites are created equal when it comes to posting. Did you know the best times to post to YouTube are Wednesday-Friday from 12-3 PM, but Saturday and Sunday 9-11 AM? Did you know some Pinterest brands in areas like cars and fashion do better if Pinned Friday afternoon, which is a total dead time for LinkedIn posts? Experiment and measure your data to see how you’re doing and when you find the times which work best for you, get those posts in as consistently as you can.

5. Experiment with different ideas per site, and keep track of what works and what doesn’t For LinkedIn I found that posts about social media were my most popular, giving me hundreds of readers and followers at a time. In contrast, posts about anything else had far fewer hits. Twitter does well when I follow accounts tied into writing but less so tied into other things. I agree that branding only works when you follow a somewhat consistent pattern to make yourself identifiable with a brand, so in my case writing and personal branding tips. But I disagree with anyone who thinks you have to use the same concepts for all your social media platforms. So long as you stay within your brand image, it’s OK to post one type of post to LinkedIn and then a variant of that post, or a whole new one, to your personal blog.

6. Consider using Hoostsuite or Buffer to manage posts Eventually you will discover just how difficult it is to post to all sites consistently. Do I write a LinkedIn Influencer post today or post for my blog? Should I post a photo of my uncle’s adorably kitty to Twitter or Pinterest? Why not both? Eventually you will outgrow your ability to manage all posts so look for a social media manager like Hootsuite or Buffer. I use Buffer for personal stuff and Hootsuite for CRI which allows me to test which one is better, and there ARE other options as well. Find one you like and stick with it. Post as consistently same time/day as you can, but don’t get alarmed if you aren’t 100% consistent. You’re only human, even if your scheduler isn’t, and those who insist you manage half a dozen sites at the same time every single day fail to note this. Anyone who stops reading or following you because your post is a day late isn’t worth your worry, anyway.

7. Your Search Engine Optimization improves with your relevant online use Have you ever been contacted by someone promising to get you on the top page in Google’s search engine for your category? Obsessed over how to be found? The truth is, your total online presence and relevance is the top driver for SEO. The more relevant posts and publications you have which can be identifiable by you, the higher your SEO ranking will go. Don’t spend money on these “experts” who offer to boost your rating if you give them a lot of money. They can’t do anything productive for you and money you could have spent on Google AdWords to advertise your brand (or similar services such as Bing Ads) will be swallowed in the black hole of worrying about your SEO ranking.

Coming up next: National Pancake Day! Why I’m getting involved

Coming up soon: Some Pinterest posting tips I’m learning about.

Why Understanding Web Traffic is Important to your Website Profile

I want to start off 2015 with a miniseries of articles on data analytics. The reason is because as the Caesar Rodney Institute’s Communications Director I have spent a lot of time going through data analytics for our websites and social media pages (social media analytics will come in a future blogpost). Seeing the data is one thing; knowing how it can benefit your company or personal website is another. All you aspiring authors and personal profile builders out there, you might want to take a few notes. Knowing ways to build your Search Engine Optimization (SEO) can mean the difference between being discovered and going “viral” and being stuck in the bog of roughly 644 million websites worldwide.

For this post I’ll focus on Google Analytics (GA) and the book “Advanced Web Metrics with Google Analytics, 3rd edition” by Brian Clifton (John Wiley & Sons, Inc., 2012). Brian is the former head of web analytics for Google Europe, Middle East, and Africa, and I combine his lessons with my own experiences. Most of the newer editors are just slightly updated versions of previous editions, but if you have the chance to pick up a copy I’d recommend it. (author note: I do not benefit in any way from endorsing this book)

The first step in learning to use data analytics is to know why it’s so important for your website profile. Unfortunately many people just see a bunch of numbers and some pie charts and then don’t compare data from past months or try to dig into the data to spot useful trends. GA has over 100 different reports available for downloading and this is a daunting number for the new user.

Not all data points in GA are as useful as others; for example I discovered that, for CRI, measuring the average page visit was not very valuable. Part of this reason is because there is no perfect way to measure exactly how long someone really stays on your page- ever opened a new website in your browser, then gone off to do something else? At some point the website has to cut off your site visit time. Some sites cut it off after 30 minutes of inactivity, some 10.

Some useful data points which can be tracked:

  • Your daily visitor total
  • average conversion rate (if you sell things on your site)
  • top-visited pages
  • where people are searching from (location)
  • where people are searching from (web browser)
  • Your “page stickiness” (how many pages are viewed before a visitor leaves)
  • keywords being used in search engines to find you.

All of this data, and more, help you identify your Key Performance Indicators (KPI). For example, a review of CRI data shows about 1/3 of people who find us via search engine are doing so by looking for us by keywords like “prevailing wage Delaware” or “Delaware government accountability” rather than by our name, which is an indication that there is interest in our policy issues but a lot of those people didn’t know we existed prior to entering those keywords.

Having this information available allows you or your team to figure out what is working and what isn’t working with your pages and make adjustments. So for us, for example, we discovered that we had an increase in total visits in November but a lot of those views were from November 1-20. By being able to break down the month into thirds to view our total page views, we could see that November 21-30 accounted for only 26% of our visits, which we attributed to the Thanksgiving holiday. Knowing the specific cause of the late November drop into early December prevented us from being overly concerned about the drop and then making an irrational decision regarding our online presence.

In the next post I’ll talk about some of the inaccuracies in GA and some ways you can prevent these inaccuracies from adversely affecting your data points. Please feel free to comment below on ways you use data analytics for yourself or your company.