Showing posts with label PPC. Show all posts
Showing posts with label PPC. Show all posts

Friday, 18 January 2013

Setting Up Landing Page Experiments on Google Analytics




Landing pages are a crucial element of any PPC campaign, so it is important to test them regularly.
Google Analytics offers up a nice tool to help us testing some items on websites landing pages.
Formerly known as Website Optimizer (standalone product), Analytics Content Experiments is now integrated within Analytics and acts as a tool for testing changes to your landing pages. One of the best parts about this tool is the fact that it automatically reveals if a test is statistically significant based on the KPI you select.


1. Click on Experiments under the Content Reporting section as shown below.





2. Enter the destination URL of the page you’re trying to improve.





3. Give your experiment a name and enter the destination URLs for each page you want to test. If you want to test more pages, simply click the Add Variation link at the bottom, as shown below.






4. Specify your experiment options. First, you need to select a KPI that Analytics can use to determine the results. In the example below, I’ve selected Email Leads. You also have the ability to decide how much traffic you want to participate, setup email notifications and more.





5. Add the Analytics Experiment code to your control/original page. If you want to add the code yourself, simply select that option as shown below. You also have the option to email the code to your developer if you don’t have access to the javascript.







6. The last step in the setup process will check to make sure the code has been placed on your page. As shown below, you can see that the system has recognized the fact that my code hasn’t been placed yet. If you want to check this later, you can select the skip validation and continue link at the bottom.





You can learn more about Analytics Content Experiments and other features for improving conversion rates here.



THE Formula You Need For PPC Account Success

Top Landing Pages A/B Testing Elements




  1. Call-to-action buttons – Refers to the phrase that you use for the desired action (conversion) or the button that users click on to go to the next step in your conversion process. Items to test include size, shape, color, wording and more.
  2. Headlines - Should be relevant, timely and appropriate for your audience. Consider testing emotional vs. benefit-driven headlines or questions vs. statements, for example.
  3. Body Copy – Should also be relevant, timely and appropriate for your target audience, as well as sufficiently backup your headline. For example, you might try testing out shorter vs. longer text or paragraphs vs. bullet points.
  4. Images & Symbols – Images and symbols can also be nice compliments to a PPC landing page if used sparingly. Images should be engaging and help compliment the basis of the landing page itself. Symbols and certification badges are also helpful for building trust and credibility. For example, you might test different types of images or placements of your trust badges.
  5. Navigation – Adjusting the usability and navigational features of your website can also be worth testing. As a rule of thumb, it should be relatively easy to get around. If your mom can’t find her way around the site, there are probably others experiencing the same problem. Things to test include different placements of your navigation bar or the number of steps in your checkout process.
  6. Different Pages – After you've tested some of the elements on your page, it might also be worth testing different pages against each other. For example, you might consider testing your main homepage against a PPC-specific landing page or two different PPC-specific pages against one another.
  7. Promotions – Seasonal or time-sensitive offers are also worth testing on your landing page. These both create a sense of urgency that might help boost conversion rates. Whether it’s free shipping or 30% off all merchandise, benefits like these are attractive and can encourage visitors to take action.



SEO Audit for Local Business




Before you start running a local SEO campaign, here are a few things, written by Leo Dimilo, I found interesting to look at.

1 Know the reason for why they want to rank in the first place.
Don't get me wrong, it's always about money but most of the time, it isn't overt. For example, a restaurant who wants to rank locally won't be "selling" anything online. Instead, they may want to use the website as a way for prospective customers to get directions, view their menu or simply call.

2 How is their on-page optimization (for search)?
Are their title tags in place? Is the navigation flat? Crawl errors? How are the search bots seeing the website? What do they see? Is the linking structure optimized for the goal(s) of the website?

3 Do they have any metric system in place (if they have a website)?
This is super important because a lot of times what a company believes the website is serving may be different than what the customers want. By analyzing what they are currently getting, you can search for ways to improve the user's experience and may even reshape the website. With analytic data, you can see the problems in association with the website's goals and effectively reshape the front page to improve user experience.

4 How large is their existing online footprint?
Is their restaurant talked about online? If they have experimented with SEO, are the links they are getting coming from real or spammy sources? Are they connected to social review websites?

These questions will help you assess what direction you may want to push for online.

5 Where are their customers online?
Where do their customers congregate online? Are there ways to integrate the website's brand into the conversation cheaply? Are there cheap advertising avenues to keep their brand in the front of people who may be interested in their business?

6 What things do their competitors do online?
Are their ways to easily merge their competitor's online strategies with their own? If they are using Facebook, what things are getting the most "likes" and "shares"? How are they promoting their brand?

7 Do they have offline events that can be translated online?
For example, a local business that I am affiliated with recently bought a car for one of their employees. The money was pooled by their employees over a period of months and the car was given right before Christmas. Events like these can be used to get a business PR from newspapers, social platforms and even news stations, all of which can be linked to from the online community.
Charity events, sponsorships and general acts of good will can all be leveraged for more links and help web presence.



Thursday, 17 January 2013

Agnotology, SEO, and media channels Manipulations




the following infographic highlights how SEO and other media channels undergo constant manipulation.




online and media channels manipulation

SEO Services Proposal (Presentation) Your Company Can Offer to its clients?



Here is a Professional SEO Services proposal I created. You can use it and tailored it to your objectives and use it as a sales material or SEO Proposal for your clients.





Microsites or Microblogs Strategies


Microsites or weblets are a web page or cluster of pages which are meant to function as an auxiliary supplement to a primary website. Microsites may be used for purely commercial purposes to create in-depth information about a particular product, service or as editorial support towards a specific product, such as describing a new technology.”Directories Submissions
Microblogs are blogs that target a specific theme and have a frequently updated content on it that is related to the main website. This microblog is not intended to be related to the main website but to mention it in SEO links from time to time as well as acting as a managed placement to advertise the main site on.

Sitemap creation


Sitemaps is way for webmasters to inform search engines about pages on their sites that are available for crawling. By creating and submitting Sitemaps to search engines, you are more likely to get better freshness and coverage in search engines as well as indexing your pages in a comprehensive manner. Most webmasters create a site map once and forget it. However, a successful website should always have a fresh content and new pages added from time to time. Here we come to create these updated site maps to submit to your website or we can submit it for you regularly so you do not have to worry about it anymore.


Traffic monitoring and reporting


Where does most of your traffic come from? What is the percentage of your organic traffic compared to your paid listings? Who are your audience? Which countries and cities drive more traffic to you? What is the percentage of the traffic you have that are coming from smart phones or tablets? All these questions and a lot more will be tackled and answered in a periodically report with recommendations on how to use such valuable information to increase your traffic and conversions for example by optimizing your site (or special pages) for specific platforms, or by increasing your presence in specific cities, etc.


Competition tracking


Competition plays an important role in your online success. So understanding your competitors techniques and strategies will definitely gives you a lot of ideas an opportunities. You need to know what keywords your competitors are using and targeting, where their traffic come from, which websites are enriching them with inbound links, and many more valuable information that we will prepare and send you on regular basis.

Brand monitoring (Reputation Tracking)


Brand monitoring is an essential task for any company. By tracking what people are saying about your brand, and how often they’re saying it, you can ensure the right message is getting out there. Your brand (or the owner himself) may be mentioned in the news, or in a press release, or any online entry. Whether this mention is positive or negative, it is your right to know if somebody is talking about you, using your name, or published a feedback or review about it, and where and when was that mention.

Social Media Monitoring


With Social monitoring tools, we will search different type of online content such as blogs, comments, bookmarks, events, news, videos, and microblogging services and track mentions of your brand across all of these areas. The results are aggregated from the top social media sources, such as Flickr, YouTube, Digg, Delicious, Twitter and more.

Indexing and crawling new pages


For a new page to be visible to search engines, they need to crawl your website from time to time and index new pages. This is a process that may take a long time if not managed by professionals.


Performance Tracking


Tracking your website performance is an essential always-on task. You need to be aware of many factors happening on your website all the time. How many vistors visit you, where do they come from? Which articles have more traffic? Which pages convert more than the others? What are the actual values of specific pages? Bounce and exit rates, time on site, and many other metrics that we will summarize to you and provide you with one report having all the data you need without dedicating time, effort, and money to understand your site’s performance. 


Industry-related Keywords Trends and insights


Search engines are all about keywords. And a strategic keyword is that that has a traffic volume related to your industry, interested in your business, and is missed by your competitors. It is our job to find these trendy and strategic keywords and provide you with a list every period of time with suggestions and ideas to write about or implement in your website.


Fixing Google’s Penguin and Panda Penalties or other negative SEO


Google Penguin is a code name for a Google algorithm update that was first announced on April 24, 2012. The update is aimed at decreasing search engine rankings of websites that violate Google’s Webmaster Guidelines. Before Penguin, Google released a series of algorithm updates called Panda with the first appearing in February 2011. Panda aimed at downranking websites that provided poor user experience. The algorithm follows the logic by which Google’s human quality raters determine a website’s quality. In January 2012, so-called page layout algorithm update was released, which targeted websites with little content above the fold. These algorithms have harmed many websites and are still.
By working on your website we will make sure it will not be penalized and if it was already harmed, we will fix what has been broken.


Content Suggestions


In SEO, there is a famous saying that says; content is the King. However, content should be created with SEO in mind to know exactly what people are interested in and searching for, and more important to select trending topics with less competition to rank higher on SERPs.  



Microformats and rich snippets suggestions


Microformats (AKA rich snippets or Schema) are semantic markups or structured data that helps Google understand the content on your site, which can be used to display rich snippets in search results. So if the nature of your site’s content is apparels, a user could classify results by color, price, size, etc. or if it is a recipes website, the search engine can let users search by ingredients, cooking duration, or even the name of the cook. Microformats is now considered a very important trend on search engines and is highly recommended on all types of websites


Local Places Optimization


If your business or company is doing a Local Business, We will list your website on the Local Map & Places listings on Google, Yahoo, Bing, and Facebook.



Where Bad (Scam) Ads are Going in 2013? infographic and Video





In 2011, advertisers submitted billions of ads to Google, and of those, Google disabled more than 130 million ads. And their systems continue to improve—in fact, in 2011 they reduced the percentage of bad ads by more than 50% compared with 2010. That means that their methods are working. Google is also catching the vast majority of these scam ads before they ever appear on Google or on any of their partner networks.
For example, in 2011, Google shut down approximately 150,000 accounts for attempting to advertise counterfeit goods, and more than 95% of these accounts were discovered through Google’s own detection efforts and risk models.

Here’s David Baker, Engineering Director, who can explain more about how Google detect and remove scam ads:









In 2012, Google continued to make progress towards this goal: They introduced new tools for stopping bad ads, provided greater transparency around the ads review process, and explained how advertisers can connect with them if they ever mistakenly disapprove good ads. 

Below is a more complete look at Google’s efforts to combat bad ads in 2012.

 




Google Mobile Ads Showcase - free app on Play! Download it


Your clients are wondering about mobile advertisingSo, Instead of showing them static mobile ads
Why not give them the real thing?

The mobile Ads Showcase App lets your clients experience mobile advertising exactly as their customers will. 

Just upload your ad on your android Smartphone or tablets.

 See the app in action and learn more about how it works on the Creative Sandbox site 




Are your clients asking about mobile ads? Are you looking for a way to show them how mobile ads work on smartphones and tablets?

 The Mobile Ads Showcase App lets you demonstrate Google’s mobile ad formats, from simple text ads to interactive mobile rich media. 


- View updated Gallery with the latest and greatest in mobile ads- Upload HTML5 ads and test them inside the MRAID compliant SDK test sandbox- Receive push notifications when ad updates are available


The app lets you explore what best-in-class advertisers are doing with mobile rich media, and learn about all that’s possible with Google Mobile Ads. 

Additionally, agencies can use the app as their mobile portfolio by coding, testing and uploading their HTML5 ad examples to the MRAID-compliant “My Ads” screen. The app is now available for Android smartphones and tablets through the Google Play Store

See the app in action and learn more about how it works on the Creative Sandbox site.  


The app lets you explore what best-in-class advertisers are doing with mobile rich media, and learn about all that’s possible with Google Mobile Ads. Additionally, agencies can use the app as their mobile portfolio by coding, testing and uploading their HTML5 ad examples to the MRAID-compliant “My Ads” screen. 

The app is now available for Android smartphones and tablets through the Google Play Store

See the app in action and learn more about how it works on the Creative Sandbox site.  
Discover and learn possibilities of mobile HTML5 ads by interacting with industry-leading examples in the Gallery. 

Develop and test ads with MyAds, The MRAID (http://www.iab.net/mraid) compliant app SDK test sandbox. Available for both smartphone and tablets.

Features:

- View updated Gallery with the latest and greatest in mobile ads
- Upload HTML5 ads and test them inside the MRAID compliant SDK test sandbox
- Receive push notifications when ad updates are available


This app is primarily for creative and media agencies and engineers/developers that build mobile ads with HTML5.






Smartphones and tablets can be great creative canvases for brand advertisers, and many agencies are helping brands go big on mobile. But it’s hard for agencies and advertisers to experience the full interactivity of mobile rich media -- mobile video and HTML5 ads --  through static images alone. 

Last night Google's annual Creative Sandbox event in New York, they unveiled the new Mobile Ads Showcase App, which lets you experience mobile ads exactly as your users will. 



Wednesday, 16 January 2013

Free keyword suggestion tool for your SEO and PPC campaigns



Übersuggest is a Free keyword suggestion tool that makes good use of Google Suggest and other suggest services.

keywords suggestion tool
Übersuggest Logo


How it works?


  1. Write a term in the box.
  2. Choose a language and a source. Übersuggest can get suggestions either from regular Web search or from search verticals like Shopping, News or Video (more to come).
  3. Übersuggest takes your base term, add a letter or a digit in front of it, and extracts suggestions for it.
  4. Click on each word to get further suggestions based on that term.
  5. Add each keyword to your basket clicking on the plus sign on its left.
  6. Add all visible keywords to your basket clicking on the large grey button.




Facebook Graph Search for Business and SEO




Facebook announced yesterday a new experience that it’s calling Facebook Graph Search.
It relies heavily on “Likes” and other connections to determine what to show as the most relevant search results for each user.
It also offers what you might think of as search filters — the ability to search based on the vast user data that Facebook has in its system (or “graph,” as they like to say).

To get started, you have to Sign-Up, where you’ll be added to a waiting list. There’s no particular ETA of when you’ll actually have it enabled:

Graph Search and web search are very different. Web search is designed to take a set of keywords (for example: “Kung Fu”) and provide the best possible results that match those keywords. With Graph Search you combine phrases (for example: “my friends in Montreal who like Win Chun”) to get that set of people, places, photos or other content that’s been shared on Facebook.

For now, Facebook Graph Search will only include people, photos, places and interests — posts and other interests (like song listens) are in the works.

Here’s how Graph Search works:

·         The search bar first returns the top search suggestions, including people, Pages, apps, places, groups, and suggested searches. People can search for things like restaurants near them, hotels in places they want to travel to, photos posted by Pages they like, or games that their friends like to play.
·         These search suggestions take people to a unique results page. The results returned are based on factors that include information that has been shared by your business and the connections of the person searching.
·         As has been the case for some time, we may also make search suggestions in the search bar that then can trigger web searches. Web searches will display Bing results and Bing ads, similar to results on Bing.com.
·         Pages and apps can still use sponsored results, which appear to people whether or not they have Graph Search (sponsored results have been globally available since August 2012). There are no new ad formats available today.



What  Companies Need To Know About Facebook Graph Search?

Facebook Graph Search could eventually become a fairly effective local search/recommendations engine.

-          Here are a couple things to know before we get to Facebook’s visibility tips:

Although it’s only available to a limited number of users at first, Facebook Graph Search will be offering local search from day one.

Search results, Facebook says, will be created by a combination of information created/shared by the business (Pages) and connections of the person doing the search (friends, likes, check-ins, etc.).

Having a Facebook Page for a business will surely help (a lot), but it’s not required — businesses may show up if customers or someone else has added them as a “place.”
That last point is important because it’s possible to be listed as a “place” in Facebook without having a Page. Larkin Building in Buffalo, NY, is one good example — if you click, you’ll notice more than 20 “likes” and 500+ check-ins for this place.

Facebook says that its new search bar will return “the top search suggestions, including people, Pages, apps, places, groups, and suggested searches” — notice how “Pages” and “places” are listed separately.

Facebook’s SEO Tips For Graph Search

Facebook’s new search will let users do searches like “Italian restaurants that my friends have been to” (which means Facebook check-ins are a signal) and “hair salons that my friends like” (which means having a Page that people “like” is a signal), along with the more basic “hotels near the Space Needle” kind of local search.

The business Page is what a small/local business can control the most, and Facebook’s three specific tips for business owners, then, are focused on optimizing a Page for the new search
o   The name, category, vanity URL, and information you share in the “About” section all help people find your business and should be shared on Facebook.
o   If you have a location or a local place Page, update your address to make sure you can appear as a result when someone is searching for a specific location.
o   Focus on attracting the right fans to your Page and on giving your fans a reason to interact with your content on an ongoing basis.


companies SEO Facebook graph search





Monday, 14 January 2013

SEO and Friendly Designs Trends for 2013



When creating your new website, or thinking of updating your existing one to be on top of the digital trends and make the best user experience out of any visit to it, you will need to put some things in mind.





  1. Focus on participating in Social media conversations, instead of creating and managing pages. Social media is about personal interaction and conversation, and people don't invite brands into those conversations. In 2013, we'll see a shift from brands trying to build their own social platforms; instead, they'll start participating in ways that provide consumer value.
  2. You need 2 pages for mobiles redirection (one for smart phones and other for tablets) Tablet usage tends to be more research and entertainment focused, whereas smartphone usage is more task focused. In 2013, we'll have more ways to target and identify device types and deliver better messaging. This not only applies to digital media opportunities, but also to your response goals and metrics as well.
  3. Sharing, Sharing, Sharing, and Sharing: It is the year of social media and sharing your good stuff with the world. So make it an easy and simple and interactive fun process.
  4. QR codes are not trendy anymore as they are not getting pre-installed on new devices and users have to install scanner apps to read them.
  5. If 2012 was the year of Photo sharing (instagram was a good example), 2013 might be the year of video sharing. so be prepared.
  6. There's been a lot of discussion about whether or not cookie tracking is an invasion of privacy, and in 2013, there will be some legislation either for or against cookie tracking. And either way, digital advertising will increase.
  7. Put the Retina Web in mind. After the release of Apple’s MacBook Pro with the retina display it became the new trend that will replace all the old displays. The retina display has over 5 million pixels which is double most others, pixels are no longer noticeable at a normal viewing distance. Traditionally, as resolution would increase everything would get smaller, giving more desktop space. But with 2880x1800 resolution on a 15 inch laptop screen, you don’t necessarily want icons, etc. to be smaller but rather ‘crystal clear’. So to compensate for this new resolution, Apple had to do some clever software tricks by adding a doubling routine. The ‘doubling’ makes all updated apps (apple’s and a few others so far) look awesome! This will also correctly maintain the layout and dimensions of websites, but the downside by doing this is it makes old icons, pictures, and graphics look fuzzy. For example, if you right click and save an image off of a site and it is 100px x 100px, taking a screenshot (what is actually being seen) of the same image it would be 200px x 200px looking twice less clear because the 100px image is being stretched by a factor of 2 horizontally and vertically. The standard dpi (dots per inch) for web graphics used to be 72 but now there are displays that can support almost 300 dpi, close to print quality, making the web need a major overhaul. The solution is to start providing higher quality images. To keep page load speeds optimized, developers can use JavaScript to detect if the display resolution is this new 2880×1800 or higher and only load the high resolution graphics for these users. Since retina users are accustomed to super crisp text and graphics from other apps, they are looking for the same experience on the web, which makes non updated websites seem even worse.



Thursday, 3 January 2013

Top Social Media Marketing and Management tools

Facebook Best Time to Post and Share


Do you know when is the best day and time for social media engagement? 


The infographic below breaks down the best time and day to post to Twitter, Facebook and YouTube. Follow these tips to boost fan engagement-and hopefully your bottom line-in no time.

Here are a few tips from the graphic:

  • Content published on more than three channels increases engagement more than 30 percent.
  • Posts on Twitter have the longest lifespan. Facebook posts take a close second.
  • Saturday is the best day of the week for engagement.
  • The best time of day to post is between 1-4 p.m.
  • The highest volume of posts occurs on Friday.
  • You can use one of many social media management tools (e.g Hubspot) to schedule your posts to the best times and days.  
  • You can use automatic aggregators or feeders to propagate your content automatically on social media (e.g. tweetfeed) 





Pinterest Cheat Sheet for Business and SEO


An interesting infographic on the 10 commandments of Using Pinterest for Business to drive more traffic and help your Search Engine Optimization (SEO) 

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Pinterest cheat sheet for business and SEO optimization

Top 3 Popular Mobile Advertising Platforms



The most popular mobile advertising platforms are:

  1.  Millennial Media
  2. iAd from Apple
  3. AdMob from Google 


Some SEO Challenges for Mobiles

We all agree that the future of browsing is going into the mobiles direction. But the future was  "internet and search engines" not a long while ago.

Now, adding internet sites to SEO to mobiles, the equation became very complicated and challenges began to arise.



Your site’s mobile version should rank well for short-tailed keywords

Mobile users search for shorter keyphrases, or even just for keywords. Even mobile devices with QWERTY keyboards are awkward for typing long texts and this is the reason why mobile searchers usually are very brief in their search queries. Very often the search query is limited to only 2 or even 1 words. As a result, if you don’t rank well for shorter keyphrases (unfortunately, they are also more competitive), then you will be missing a lot of mobile traffic.

Even if you can make it to the first SERP, Your site must rank on top 3 results.

Users hate to scroll down long search pages or hit Next, Next, Next. Desktop searchers aren’t fond of scrolling endless pages either but in mobile search the limitations are even more severe. A page with 10 search results fits on the screen of a desktop but on a mobile device it might be split into 2 or more screens. Therefore, in mobile search, it is not Top 10, it is more Top 4, or even Top 3 because only the first 3 or 4 positions are on the first page and have a higher chance to attract the user’s attention without having to go to the next page.

On-Site and Off-Site SEO basics and Best practices







On-Site SEO basics and Best practices


·         Put KW in the page title
·         Put KW In the 1st paragraph of content
·         Use KW’s as internal links that point back to the page from other pages
·         Avoid using single words as navigation.
·         Use KW’s as files names and directories accessed by the website
·         Use KW ‘s as alt image tags (hint – Use Pinterest.com for a SERP boost!)
·         Use KW’s header tags (H1-H5)
·         Use bold, italics and superscript/subscript kw phrases – but not exact
·         Always use images that have kw file name, kw alt tag and description. An put a link to any other page.
·         Use Breadcrumbs – breadcrumbs>look>like>these>things>in>between>pages
·         Add social media plugins like Facebook, G+, Twitter, Pinterest, Tumblr, etc.
·         Add an RSS feed (widget/plugin) that sends additional content to your site. Identify relative sites with RSS feeds and paste them into the widget and your done. This is as easy as attaching an image to an email.

Off-Site SEO basics and Best practices

·         Set Geotargeting in Webmaster Tools (Settings)
·         Use and install several Onlywire accounts
·         Submit official press releases every 2 weeks (PRWeb , SENuke & Marketwire) – Massive authority back links from news organisations
·         Buy and use SENukeCr – Only use select modules and customise it
·         Use Majestic SEO, LinkResearch Tools, SEOMoz or Ahrefs and target your competitors good links
·         If you have more than one significant country or language, create subdomains and treat them as separate websites
·         If you are going to buy links you must buy links from sites that your competitor sites link from and also through Link Brokers, only if there are relevant links to the site you are buying the link on. Links in existing content and sidebars are preferred in this dataset/algorithm update.

Wednesday, 2 January 2013

Facebook Open Graph Semantic Markup Protocol



Another important rich snippet Microformat is the Facebook Open Graph Protocol.

In 2010, Facebook starts using the Open Graph protocol to help ensure your site’s pages are presented well in Facebook search and various interfaces

Although it is not a Searc engine semantic markup, you should not worry as you can use the Facebook Open Graph Semantic Markup Protocol simultaneously with Schema.org semantic Markups rich snippets protocol — the two do not conflict with one another.




Facebook Open Graph protocol semantic markup rich snippet schema microformating





From The Open Graph protocol 


The Open Graph protocol enables any web page to become a rich object in a social graph. For instance, this is used on Facebook to allow any web page to have the same functionality as any other object on Facebook.
While many different technologies and schemas exist and could be combined together, there isn't a single technology which provides enough information to richly represent any web page within the social graph. The Open Graph protocol builds on these existing technologies and gives developers one thing to implement. Developer simplicity is a key goal of the Open Graph protocol which has informed many of the technical design decisions.

Basic facebook open graph protocol Metadata

To turn your web pages into graph objects, you need to add basic metadata to your page. We've based the initial version of the protocol on RDFa which means that you'll place additional <meta> tags in the <head> of your web page. The four required properties for every page are:
  • og:title - The title of your object as it should appear within the graph, e.g., "The Rock".
  • og:type - The type of your object, e.g., "video.movie". Depending on the type you specify, other properties may also be required.
  • og:image - An image URL which should represent your object within the graph.
  • og:url - The canonical URL of your object that will be used as its permanent ID in the graph, e.g., "http://www.imdb.com/title/tt0117500/".
As an example, the following is the Open Graph protocol markup for The Rock on IMDB:
<html prefix="og: http://ogp.me/ns#">
<head>
<title>The Rock (1996)</title>
<meta property="og:title" content="The Rock" />
<meta property="og:type" content="video.movie" />
<meta property="og:url" content="http://www.imdb.com/title/tt0117500/" />
<meta property="og:image" content="http://ia.media-imdb.com/images/rock.jpg" />
...
</head>
...
</html>

Optional Metadata

The following properties are optional for any object and are generally recommended:
  • og:audio - A URL to an audio file to accompany this object.
  • og:description - A one to two sentence description of your object.
  • og:determiner - The word that appears before this object's title in a sentence. An enum of (a, an, the, "", auto). If auto is chosen, the consumer of your data should chose between "a" or "an". Default is "" (blank).
  • og:locale - The locale these tags are marked up in. Of the format language_TERRITORY. Default is en_US.
  • og:locale:alternate - An array of other locales this page is available in.
  • og:site_name - If your object is part of a larger web site, the name which should be displayed for the overall site. e.g., "IMDb".
  • og:video - A URL to a video file that complements this object.
For example (line-break solely for display purposes):
<meta property="og:audio" content="http://example.com/bond/theme.mp3" />
<meta property="og:description" 
  content="Sean Connery found fame and fortune as the
           suave, sophisticated British agent, James Bond." />
<meta property="og:determiner" content="the" />
<meta property="og:locale" content="en_GB" />
<meta property="og:locale:alternate" content="fr_FR" />
<meta property="og:locale:alternate" content="es_ES" />
<meta property="og:site_name" content="IMDb" />
<meta property="og:video" content="http://example.com/bond/trailer.swf" />
The RDF schema (in Turtle) can be found at ogp.me/ns.

Structured Properties

Some properties can have extra metadata attached to them. These are specified in the same way as other metadata with property and content, but the property will have extra :.
The og:image property has some optional structured properties:
  • og:image:url - Identical to og:image.
  • og:image:secure_url - An alternate url to use if the webpage requires HTTPS.
  • og:image:type - A MIME type for this image.
  • og:image:width - The number of pixels wide.
  • og:image:height - The number of pixels high.
A full image example:
<meta property="og:image" content="http://example.com/ogp.jpg" />
<meta property="og:image:secure_url" content="https://secure.example.com/ogp.jpg" />
<meta property="og:image:type" content="image/jpeg" />
<meta property="og:image:width" content="400" />
<meta property="og:image:height" content="300" />
The og:video tag has the identical tags as og:image. Here is an example:
<meta property="og:video" content="http://example.com/movie.swf" />
<meta property="og:video:secure_url" content="https://secure.example.com/movie.swf" />
<meta property="og:video:type" content="application/x-shockwave-flash" />
<meta property="og:video:width" content="400" />
<meta property="og:video:height" content="300" />
The og:audio tag only has the first 3 properties available (since size doesn't make sense for sound):
<meta property="og:audio" content="http://example.com/sound.mp3" />
<meta property="og:audio:secure_url" content="https://secure.example.com/sound.mp3" />
<meta property="og:audio:type" content="audio/mpeg" />

Arrays

If a tag can have multiple values, just put multiple versions of the same <meta> tag on your page. The first tag (from top to bottom) is given preference during conflicts.
<meta property="og:image" content="http://example.com/rock.jpg" />
<meta property="og:image" content="http://example.com/rock2.jpg" />
Put structured properties after you declare their root tag. Whenever another root element is parsed, that structured property is considered to be done and another one is started.
For example:
<meta property="og:image" content="http://example.com/rock.jpg" />
<meta property="og:image:width" content="300" />
<meta property="og:image:height" content="300" />
<meta property="og:image" content="http://example.com/rock2.jpg" />
<meta property="og:image" content="http://example.com/rock3.jpg" />
<meta property="og:image:height" content="1000" />
means there are 3 images on this page, the first image is 300x300, the middle one has unspecified dimensions, and the last one is 1000px tall.

Object Types

In order for your object to be represented within the graph, you need to specify its type. This is done using theog:type property:
<meta property="og:type" content="website" />
When the community agrees on the schema for a type, it is added to the list of global types. All other objects in the type system are CURIEs of the form
<head prefix="my_namespace: http://example.com/ns#">
<meta property="og:type" content="my_namespace:my_type" />
The global types are grouped into verticals. Each vertical has its own namespace. The og:type values for a namespace are always prefixed with the namespace and then a period. This is to reduce confusion with user-defined namespaced types which always have colons in them.

Music

og:type values:
  • music:duration - integer >=1 - The song's length in seconds.
  • music:album - music.album array - The album this song is from.
  • music:album:disc - integer >=1 - Which disc of the album this song is on.
  • music:album:track - integer >=1 - Which track this song is.
  • music:musician - profile array - The musician that made this song.
  • music:song - music.song - The song on this album.
  • music:song:disc - integer >=1 - The same as music:album:disc but in reverse.
  • music:song:track - integer >=1 - The same as music:album:track but in reverse.
  • music:musician - profile - The musician that made this song.
  • music:release_date - datetime - The date the album was released.
  • music:song - Identical to the ones on music.album
  • music:song:disc
  • music:song:track
  • music:creator - profile - The creator of this playlist.
  • music:creator - profile - The creator of this station.

Video

og:type values:
  • video:actor - profile array - Actors in the movie.
  • video:actor:role - string - The role they played.
  • video:director - profile array - Directors of the movie.
  • video:writer - profile array - Writers of the movie.
  • video:duration - integer >=1 - The movie's length in seconds.
  • video:release_date - datetime - The date the movie was released.
  • video:tag - string array - Tag words associated with this movie.
  • video:actor - Identical to video.movie
  • video:actor:role
  • video:director
  • video:writer
  • video:duration
  • video:release_date
  • video:tag
  • video:series - video.tv_show - Which series this episode belongs to.
A multi-episode TV show. The metadata is identical to video.movie.
A video that doesn't belong in any other category. The metadata is identical to video.movie.

No Vertical

These are globally defined objects that just don't fit into a vertical but yet are broadly used and agreed upon.
og:type values:
  • article:published_time - datetime - When the article was first published.
  • article:modified_time - datetime - When the article was last changed.
  • article:expiration_time - datetime - When the article is out of date after.
  • article:author - profile array - Writers of the article.
  • article:section - string - A high-level section name. E.g. Technology
  • article:tag - string array - Tag words associated with this article.
book - Namespace URI: http://ogp.me/ns/book#
  • book:author - profile array - Who wrote this book.
  • book:isbn - string - The ISBN
  • book:release_date - datetime - The date the book was released.
  • book:tag - string array - Tag words associated with this book.
  • profile:first_name - string - A name normally given to an individual by a parent or self-chosen.
  • profile:last_name - string - A name inherited from a family or marriage and by which the individual is commonly known.
  • profile:username - string - A short unique string to identify them.
  • profile:gender - enum(male, female) - Their gender.
No additional properties other than the basic ones. Any non-marked up webpage should be treated as og:typewebsite.


REMEMBER to Test the snippets on Google’s Structured Data Testing Tool (previously called the “Rich Snippet Testing Tool”)


References: 

Facebook Open Graph protocol 
OGP
Facebook Developers Page