Social Media Marketing All-in-One For Dummies - PDF Free Download (2023)

tag includes one or more keywords followed by your company name. Select one of more search terms from the “set” you’ve assigned to that particular page. Because browsers may truncate the title tag display, place the search term first. Limit the title tag to seven to ten words and fewer than 70 characters. Once upon a long, long time ago, way back in the dinosaur age of the Internet, page names were used to index a Web site. That method is now unnecessary; it’s an absolute waste of time to write a title tag with a phrase such as home page rather than a search term. It’s almost as big a waste of time as having no title tag. The title tag that appears earlier, in Figure 2-4 (Romantic Poconos Wedding Venue: Mountain Spring Lake Resort & Lodge), is a good example. Google and other search engines dislike multiple pages with identical metatags. Changing the title tag on each page is one of the easiest ways to handle this preference. Simply pull another relevant search term from your list of keywords and insert it in front of the company name in the title tag.

Pumping up page description tags The page description tag appears as several sentences below the link to each site in natural search results, as shown in Figure 2-5. Search engines display the first line of text when a page description tag isn’t available. Depending on the search engine, search engines may truncate description tags after 150 to 250 characters. Just in case, front-load the description with all the search terms from the set you’ve assigned to that page. Why pass up a marketing opportunity? Just because your site appears near the top of search results, you have no guarantee that someone will click through to your site. Write your page description tag as though it were ad copy, including a benefits statement and a call to action. Figure 2-5 displays natural search results on Yahoo! with the page description for several other internal wedding pages from Note the inclusion of search terms from the keyword tag in Figure 2-4 (wedding planners, wedding packages, pocono weddings, wedding locations), the benefits statement (Our wedding planners will customize a wedding package just for you), and the call to action (Enjoy).

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Maximizing Metatag Muscle


Figure 2-5: The page description tag for several wedding pages on the Mountain Springs Lake resort site appears in the natural search results for pocono wedding packages.

Book II Chapter 2

Leveraging Search Engine Optimization (SEO) Reproduced with permission of Yahoo! Inc. © 2010 Yahoo! Inc. YAHOO!, the YAHOO! logo, FLICKR, the FLICKR logo, DELICIOUS, and the DELICIOUS logo are registered trademarks of Yahoo! Inc.

Working out with

tags An tag, which appears when a user hovers the mouse over an image, is not considered a metatag, because every image theoretically should have its own tag. Note the tag by the image of the couple shown earlier, in Figure 2-4. Originally, the tag was designed to act as a picture caption read by speech synthesizers for visually impaired people. In addition, tags are another place to incorporate search terms. Although they aren’t technically metatags, they offer similar benefits in terms of helping to improve your ranking in search results. You can place an tag for every image. Because tags appear when someone hovers the mouse over an image (but only on PCs, not on Macintoshes), keep these tags fairly short so that they don’t interfere with other content. Include one or two search terms per image from your set for each page (refer to Figure 2-3). The code for the tag (A Poconos Mountain wedding resort) that appears over the image of the bride looks like this:

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Optimizing Your Site and Content for Search Engines

Social Media Marketing All-in-One For Dummies - PDF Free Download (1)

Optimizing Your Site and Content for Search Engines Optimization is the process of adjusting your site, blog, or social media profiles to “play well” with search algorithms. It’s done primarily by having plenty of relevant content, updating it often, and making sure that your Web presence is easy for general and on-site search engines to spider. I cover a few of the most important tricks of the trade in the following sections. For additional information on search engines and site optimization, check out some of the resources listed in Table 2-3.

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Table 2-3

Search Engine and Optimization Resources




Google Webmaster com/support/web masters/bin/answer. py?answer=35769

Guidelines and suggestions for site optimization


Suite of SEO tools


www.marketingsherpa. com/Search2010Excerpt. pdf

Search Marketing Benchmark Report 2009-2010 (free excerpt)

Pandia Search Central

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Search engine news

Search Engine Guide

www.searchengineguide. com/marketing.html

Search engine articles, blog, marketing

Search Engine Journal


Best practices for URLs

SearchEngineWatch. com (ClickZ)


Articles, tutorials, forums, blogs, SEO articles, and tips

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Optimizing Your Site and Content for Search Engines


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SEO resources, toolbar, blog, spam detector, membership


Suite of SEO tools and reports

Writing an optimized first paragraph

There’s nothing like on-site social media, such as a blog or forum, to generate keyword-rich content for search engines to munch on. Best of all, other folks are helping you feed the beast!

Book II Chapter 2

Leveraging Search Engine Optimization (SEO)

First and foremost, use the four or five search terms from each assigned set in the first paragraph of text on a page or the first paragraph of a blog posting (refer to Figure 2-3). Basically, most search engines don’t check entire Web sites or blogs, so the engines continue until they reach a hard return or 200 words. That’s too many words for a paragraph on the Web, so get those search terms in early.

Figure 2-6 shows a well-optimized posting and its source code from the Changing Aging blog. Ecumen, a nonprofit organization specializing in senior housing and services, owns the blog. This entry at www.changingaging includes the phrase long term care in its URL, post title, tags, categories, and text. The source code uses the same term in the title and keyword tags, and indicates that the Ecumen Changing Aging blog has both an XML site map and an RSS feed. Don’t try to force more than that set of terms into the paragraph. If another phrase or two from the keyword tag fit naturally, that’s fine. Trying to cram more words into your text may render it unintelligible or jargon-loaded to human readers. No matter where the first paragraph of text appears on the page, place the text near the top of the source code. The text should appear above any tags for images, video, or Flash.

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Optimizing Your Site and Content for Search Engines

Figure 2-6: This blog post uses several keywords in its title, tags, categories, and text and includes an XML site map and RSS feed. Courtesy Ecumen

Updating often Search engines, especially Google, love to see updated content. A sign that a Web site is loved and cared for, easily updated content is one of many reasons for having a blog or content management system on your site. If changing content is simple and free, you’re more likely to do it.

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Optimizing Your Site and Content for Search Engines


At least once a month, change a paragraph of content on your site. Include this task on your Social Media Activity Calendar (see Book I, Chapter 3). If you can’t commit to this task, at least ask your programmer to incorporate some kind of automatically updated material, whether it’s a date-and-time stamp, a quote, or an RSS feed, for example. If you follow no other search optimization tips in this chapter, make sure that you follow at least these two: Update often and optimize the first paragraph of text on every page.

Using search terms elsewhere on pages

✦ Links: Use the words from your priority set of search terms as text links or anchor text (words that form an active link to another internal page or external site). Don’t waste valuable real estate on meaningless phrases such as Learn more or Click here. They don’t do a darn thing for your search ranking.

Book II Chapter 2

Leveraging Search Engine Optimization (SEO)

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Guess what? You score extra jelly beans in the relevance jar if your search terms appear in particular places on your Web site. Follow these tips to help optimize your Web page or blog for your selected set of search terms. If they don’t work naturally, don’t force them.

If a clickable image opens another page, such as a product detail page, add a clickable caption that includes a search term or the product name. Score some points! ✦ Headings: Headlines and subheads help organize text and assist readers who are skimming your copy for the information they want. Headings that include your search terms can also improve your search engine ranking. Onscreen, these words usually appear in bold and in a larger font size or different color (or both) from the body copy. Headings must carry the


How do beginners use social media marketing? ›

  • Identify and Focus on Your Target Platforms. ...
  • Dedicate Time for Daily Maintenance. ...
  • Use a Social Media Calendar. ...
  • Encourage Employee Engagement. ...
  • Track and Evaluate KPIs. ...
  • Actively Research New Content Ideas. ...
  • Stick to the Plan. ...
  • Getting Started with Your Social Media Marketing Strategy.

What are the three rules of social media marketing? ›

Generally speaking, social media accounts want to abide by the rules of thirds: 1/3 promoting your product or services, 1/3 interacting with others, and 1/3 sharing industry news and tips you believe your followers could benefit from. It sounds simple, because that's exactly how it should be.

How do I start social media marketing with no experience? ›

Becoming a social media manager with no experience
  1. Consider a college degree. ...
  2. Build your online community. ...
  3. Take a social media marketing course. ...
  4. Research tools you can use for social media management. ...
  5. Network online and in person. ...
  6. Volunteer to manage social media for small business.
Feb 16, 2023

Can I do social media marketing with no experience? ›

While it is possible to become a social media manager with no experience, earning social media certifications is a great way to hone your skills and stand out from the crowd of freelancers. Many courses are free. Look for certification classes offered through HubSpot, Hootsuite and Coursera. Create a marketing plan.

How long does it take to learn social media marketing? ›

Like many aspiring Digital Marketers, you might want to learn how to do it but worry that it will take too much time. It takes most people one to three months to learn the different digital marketing tools and techniques, and it takes six months to a year to perfect those skills through practice.

How do I start a social media campaign from scratch? ›

5 steps to creating a social media campaign from scratch
  1. Define your target audience. Ask yourself: who is this campaign for? ...
  2. Set specific goals (and align them with the right metrics) ...
  3. Pick a theme for your campaign. ...
  4. Decide on the timing and duration of your campaign. ...
  5. Choose the appropriate channels.
Jan 20, 2022

What is a social media strategy template? ›

A social media strategy template is a document where you outline your social media goals and discuss the roadmap to achieve and measure those goals in the allocated time and budget. In a nutshell, it is the driving force behind everything you would do on social media for marketing your brand/clients.

What is the golden rule of social media? ›


The key to the golden rule of communicate is to communicate with your audience and not at your audience.

What is the golden rule of marketing? ›

The biggest golden rule is to carefully identify what your clients need and want, and then to show them that you can provide them with the service that will meet those needs. You need to have a direct connection with your target market to get the best return on investment from your marketing spend.

What are the 5 P's of social media marketing? ›

The 5 P's of marketing – Product, Price, Promotion, Place, and People – are a framework that helps guide marketing strategies and keep marketers focused on the right things. Let's take a deep dive into their importance for your brand.

Can I self learn digital marketing on my own? ›

Can You Learn Digital Marketing On Your Own? Yes, you can learn the basics of digital marketing on your own, but because the digital marketing landscape never stops evolving, self-guided learning may not be the best route.

Can you be a self taught social media manager? ›

Take a Course To Refine Your Skills

Free social media courses can help you build up your basic social media skills. But to gain the advanced skills you will need to become a social media manager with no experience, you will likely need to at least consider taking a paid social media course.

How can I self study marketing? ›

  1. Step 1: Exposure to the The Vast Array of Marketing Specialties and Job Titles. ...
  2. Step 2: List the Core Competencies for the Positions You Want. ...
  3. Step 3: Learning About Economics and Marketing Fundamentals. ...
  4. Step 4: Attaining Marketing Certifications. ...
  5. Step 5: Practicing Your New Skills.


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