32 Useful Facebook Page Apps for Your Business

If you’re thinking about how to improve your Facebook strategy and aren’t sure where to start, these apps for your Facebook Page can help.

Here’s why: Facebook apps don’t require a ton of effort and they’re super handy. They let you customize your existing Facebook Page in a way that enhances the experience for your customers. We’ve listed 32 apps—organized by different categories—to get you started.

Facebook Page app suites

1. Heyo

Heyo allows you to easily create contests and campaigns for Facebook with customizable templates.

2. Ripe Social

Ripe Social offers 11 apps to build a custom Facebook Page. It’s an affordable way to build a custom brand on Facebook, with a-la-carte options to choose from.

Facebook tab apps

3. Pagemodo

Pagemodo will help you create custom tabs for your Facebook Page. If you’re looking to add a welcome page, show maps, offer coupons, and feature your products, you can quickly and easily create professional Facebook tabs for your business.

4. Tabfoundry

Tabfoundry offers an easy way to build contests and custom tabs on your Page. Instead of pre-determined tabs, Tabfoundry gives you a blank canvas with handy drag-and-drop widgets. The Tabfoundry Campaigns app is free with a Hootsuite account.

5. TabSite

TabSite allows you to build promotional tabs for Facebook, which includes things like contests, sweepstakes, lead capture, and video. You can create tabs in a matter of minutes.

Facebook email capture and contact form apps

6. MailChimp

By integrating MailChimp with your Facebook Page, you can grow your email list and share your campaigns. Once you’ve integrated MailChimp with your personal Facebook profile, you can run MailChimp on your Pages.

7. AWeber

AWeber allows you to sync your email marketing campaigns to your Facebook Page. With the app you can quickly and easily place an AWeber web form on your Facebook Page to capture leads.

Facebook e-commerce apps

8. Facebook Shop

With Facebook Shop, an app developed by Shopify for your Facebook Page, you can sell products directly on your Page and allow customers to go through the complete checkout process without ever leaving Facebook.

9. Storefront Social

With Storefront Social you can start a Facebook Store and start selling all over the globe. You can add products to your Facebook shop, customize your offerings, publish to your business Page, and set up a checkout system.

10. Shopial

Shopial lets you connect your online store to Facebook in just a few simple steps. You can advertise your products, create ads, and get reports for them.

Facebook contest and promotion apps

11. Woobox

Woobox allows you to create sweepstakes, coupons, and contests for your Facebook Pages. You can easily install a campaign as an app for your Page and Woobox has ready-made campaigns to get you started.

12. Shortstack

With Shortstack you can build engaging campaigns, contests, and promotions for Facebook. You can set up voting and entry restrictions within the app.

13. Wishpond

Wishpond offers 10 apps that make it easy to create social promotions for your business on Facebook. You can run sweepstakes campaigns, photo contests, video contests, and referral promotions.

Facebook quiz and poll apps

14. Polls for Facebook

Setting up a poll with Polls for Facebook only takes a few minutes. You can create fully customizable forms, expand your reach, and chart your results.

15. Polldaddy

Polldaddy has an integration with Facebook that allows you to run Polldaddy surveys, quizzes, and polls through your Facebook Page. Any polls you create in Facebook will be available for you to view and manage in your Polldaddy dashboard.

Facebook video streaming apps

16. Livestream

Livestream allows you to stream live videos from your Facebook Page. Whether you’re broadcasting a conference, TV show, or educational lecture, Livestream will allow you to share your videos in real time and track their performance.

17. YouTube Tab

YouTube Tab lets you display your latest YouTube channels’ videos in a tab in your Facebook Page.

Facebook blog and RSS apps

18. Networked Blogs

With Networked Blogs you can automatically publish your blog posts to Facebook. In just a few simple steps, you can integrate your business’s blog with Facebook and showcase your brand in a visually appealing way.

19. Dlvr.it

Dlvr.it is an easy way to integrate your RSS feed into your Facebook Page. The app also allows you to share your blog content across all your social media networks.

20. Page Yourself

Page Yourself allows you to customize your Facebook Pages to include elements like your blog. You can drag and drop elements and uniquely position your content.

Facebook scheduling and posting apps

21. Hootsuite’s Scheduler

With Hootsuite’s scheduling options, you can control the timing of your outreach, post at the best times of day, and plan campaigns out in advance—all while saving time in the process. Post to your Facebook Page or multiple social networks at once.

Facebook fan apps

22. Fan of the Week

The Fan of the Week app awards points to fans based on their liking activity on your Page. It will give you a real-time list of your biggest fans.

Facebook testimonial and review apps

23. Boast

Boast makes it easy to collect and display customer video reviews and testimonials on Facebook. After customers provide their feedback, you can collect and share it—all through your Facebook Page.

24. Tradable Bits

Tradable Bits’ fan customer relationship management (CRM) tool allows you to collect information about your fans’ demographics, contact preferences, interests, purchase history, and friends on Facebook.

Facebook customer service apps

25. Zendesk

The Zendesk app for Hootsuite allows your customer support team to manage, create, edit, and share tickets on social from one central location.

26. Live Chat for Facebook

LiveChat offers an integration for your Facebook Page so that you can easily chat with your customers on social and let your website visitors log in to chat with their Facebook accounts.

Facebook insights and analytics apps

27. Hootsuite Insights

Hootsuite Insights allows you to understand the discussions happening around your brand with real-time analytics. Gauge sentiment, join conversations sooner, watch trends, and track your performance.

28. 76Insights

76Insights app for Hootsuite lets you know which articles and posts resonate most with your audience. You can filter posts and share the best performing content to your Facebook Page.

29. Hootsuite Analytics

With Hootsuite analytics, you can measure and share the impact of your social media efforts. It will help you understand your Facebook activity, create real-time reports, and measure team performance.

Facebook recruiting apps

30. Work for Us

Work for Us is a recruiting app for Facebook that will let you post jobs and hire directly from Facebook.

31. Smartjobboard

With their Facebook recruitment app, Smartjobboard allows you to create a personally branded page on Facebook that features jobs from your main job board.

32. Jobcast

Jobcast lets you build branded career sites within your Facebook Page and automate your social sharing.

Choose the right Facebook Page apps for your business

Not every app will suit your business needs. But when you find the right ones, you can save yourself a lot of time by automating processes so you can better engage your customers.

Manage your Facebook presence by using Hootsuite to schedule posts, share video, engage with followers, and measure the impact of your efforts. Try it free today.

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CTR as a ranking factor: what we know so far and how to action it

For the last two years there has been much discussion and debate around whether click through rate (CTR) is something Google uses to determine where to rank a site.

It all began way back when Rand Fishkin did an interesting experiment which provided some evidence behind his theory that CTR is in fact something that could influence rankings.


This theory makes sense; why wouldn’t Google be looking at user based signals to improve search results?

Just as we do user testing on our websites to increase the number of conversions, Google will surely want to be looking at user signals to ensure they are fulfilling their goal of ‘organising the world’s information’ in the correct order in SERPs.

Why CTR is not a ranking factor, from Google

However, many times when Google, and more specifically Gary Illyses, has been questioned on this we have received the response of the opposite. That Google does not use CTR as a ranking factor due to it being a ‘noisy signal’ and something that could be gamed by spammers.

See this response from Gary Illyses in an interesting interview with Kwasi Studios:


We also received the same response from Gary when he mentioned the topic in June 2015 at SMX Advanced.

At the event Gary did, however, say CTR is being used for personalisation, meaning search results change if you frequently click on the same site. This can be especially useful for ambiguous terms.

For example, if a user searched for ‘Jaguars’ a ‘Query Deserves Diversity’ (QDD) algorithm will take effect and display results for the car brand, the Jacksonville Jaguars as well as the animal.


If the user then clicks on the car brand and does that frequently, Google will be more likely to show the Jaguar car brand due to the high CTR for the Jaguar site. Other than that, Gary says click data is not being used.

Why CTR is an indirect ranking factor, from Google

Due to this negative feedback received from Google around the topic, some have dismissed CTR as something that Google does not make use of.

However, conversely we have had other statements from Google that specify they do in fact use CTR in some circumstances.

The primary evidence we have from Google that CTR is being used for more than just personalisation is in this excellent presentation by Paul Haahr titled ‘How Google Works: A Ranking Engineer’s Perspective’.

If you have not watched the presentation yet, I highly recommend it! You can find a video of it here.

From this video, we can gather Google is using click through rate, but not to adjust rankings directly. They are instead using it indirectly in controlled situations to validate the quality of search results.

They are also using it to verify that an algorithm change has the desired results. ‘Controlled situations’ means they are taking a portion of search results, testing changes and using CTR as a metric to measure if the changes had the desired impact on improving user engagement.

Following what Google has said regarding CTR, this means that it is not being used in a way to directly change search results. It is instead being used to test whether changes to direct ranking signals such as content and links are improving user engagement and the quality of search results.

This is explained in this slide on Paul Haahr’s presentation:


Other ways Google is measuring the quality of search results

As explained in the presentation, CTR is only one of the ways Google is testing search results are showing up in the correct order.

They are also taking a more manual approach with human rater experiments. This is where Google will show an actual person a search result that has an experimental algorithm change on it, and they get them to score the page based on whether the needs have been met (does the page fulfil user intent), and the quality of the page.


What this means is gaming the system explained here by artificially increasing CTR becomes virtually impossible, as along with live experiments, there is a manual review of pages before algorithm changes take place.

I am sure CTR and human rater experiments are only some of the ways Google will be testing algorithm changes.

While this was never mentioned as a user engagement metric in the presentation, there is a high chance they are also paying attention to pogo sticking and dwell time. If this is true, it makes metrics such as average time on site and bounce rate important things to consider.

Here is a bit of data sourced from our in-house ‘Roadmap’ technology that looks at over 160 potential ranking factors and shows correlations in search performance.

And yes, I know correlation does not mean causation, but it can give us a good indication what Google is taking into consideration when ranking sites. Here is how average time on site correlates:


Source: Stickyeyes Roadmap

Of course, this does not mean Google is directly creating algorithms that change rankings based on things such as average time on site.

It does, however, inform us that Google is favouring sites that searchers stay on.

This metric could be used in a similar way to how Paul Haahr explains Google uses CTR, where they will adjust traditional signals such as content and links depending on whether the user stays on the site or not. Again, this is all speculation with a bit of data to back it up.

Why CTR Is a direct ranking factor (sometimes), from Rand

Despite what we know is 100% correct, as Google has confirmed it, we still have Rand Fishkin’s CTR experiments that say Google is not telling us everything they use click data for.

This is where we have to speculate based on the information the SEO community has managed to get out of Google.

Thankfully some insight into this was given by Googler Andrey Lipattsev in a Q&A show back in March 2016 when Rand questioned him on it. Here is Andrey’s response to Rand asking why exactly that happened:

“Andrey: It’s hard to judge immediately, without actually looking at the data in front of me. But, in my opinion, my best guess here would be the general interest that you generate around that subject, and you generate exactly the sort of signals that we are looking out for, mentions and links and social tweets and social mentions, which are basically more links to the page, more mentions of this context. I suppose it throws us off for a while until we’re able to establish that none of that is relevant to the user intent, I suppose.”

From Andrey’s response, I believe he is explaining part of Google’s algorithm that is a temporary ranking factor that identifies hot topics or searches and then adjusts rankings accordingly depending on social signals, and possibly user behaviour.

We already know Google tries to push rankings up for fresh content, and this algorithm seems similar to the freshness algorithm (announced way back in 2011).

When this ranking change occurs, it is more than likely that Google applies the technology they have to combat click fraud in Adwords. I believe this experiment that came to the result the CTR was not a ranking factor by using bot traffic backs this up.

What we know – summarised

From all of the above we can summarise what we know into the following things:

  1. Firstly, CTR does seem to have an immediate and temporary impact on rankings in some cases. This is more than likely due to an algorithm that aims to spot trending content and hot topics, and then adjusts rankings depending on which page is the most popular and seems to be fulfilling user intent. Again, this ranking change is temporary, and I imagine will be tough to try and game. It worked so well when Rand ran his experiment because he did it with actual people, not bots. In this instance, CTR is a temporary direct ranking factor.
  2. Secondly, Google is using CTR in live experiments to quality-check their results. This is not being done across all search results but in a controlled manner across a portion of different SERPs. Based upon the results, Google will then adjust other algorithms to do with links, content, etc. In this case, CTR is an indirect ranking factor.
  3. Thirdly, Google is using CTR to personalise results for individual users.

How to improve click-through rate

It is evident user engagement and sending users to the correct website is important to Google, because of this we also know optimising CTR is something we should be doing.

The rest of the post will be about how to identifying click through rate opportunities, and then how to improve it.

Finding low CTR terms

The only reliable data we have on CTR comes from Google itself in the Search Console search analytics report.

To help with identifying these terms I have made this CTR Opportunity Analysis template Google sheet. This sheet finds out what the average CTR is for keywords ranking position 1 – 100 from a GSC export, and then compares each keyword against your site’s average CTR for that position.

This allows you to identify if there is a significant opportunity to improve click-through for a particular query. You can see whether there is an opportunity as it will tell you in the ‘Optimise CTR’ column.

If you rank higher than position ten it will simply say ‘Improve Rankings’. If you have your own data on average CTR for it each position, there is a hidden sheet called ‘CTR Ref’ where you can fill this information in. You could also replace it with data from this Moz CTR study.

To find queries that that have a low click through rate do the following:

  1. Navigate to the search analytics report in GSC.
  2. Add the below filters (change country depending on your location, you may also want to add a device filter if desktop or mobile is your focus):


  1. Download the results as a CSV (bottom left of the page). Then open up the CSV and format the position column so it has 0 decimal places (this will make more sense after the next step).
  2. Make a copy of this spreadsheet by going to File > Make A Copy.
  3. Paste the corresponding columns from the Google Search Console CSV into the template. At this point, you can scrape Google for each keywords position instead of relying on GSC’s average position if you want to.


  1. Once you have this information set out like the above you can then filter the ‘Optimise CTR’ column to only show results that return a yes.
  2. Next, you can sort from high to low on impressions. The high-impression keywords that also return low scores on the ‘CTR Difference from Average’ are your top opportunities for optimising CTR.
  3. Copy one of these keywords, and head back to Google Search Console. In the queries filter add a filter for that keyword exactly.


  1. After that select ‘Pages’ in the filter bar at the top to show pages ranking for that keyword.
  2. The page listed first should be the page you need to optimise.

Top ways to optimise for CTR

By now, we have the keywords and pages that we need to optimise for. We just need to go through the process of actually improving our pages. Here are some different things you can do to improve CTR:

  • Adjust title tags to contain the words or phrases you are getting a low CTR on. You can improve this further by combining your SEO focused keywords with other call to actions that will entice users to click your listing. Another thing you can do is compare your listing to what is currently in the titles for Adwords listings. What is in these titles has usually been optimised and tweaked heavily to improve CTR, because of this taking inspiration from them is a good idea.
  • Optimise meta descriptions to include terms you are trying to improve CTR for. Including the term means they will be bolded in search results which will increase the chance of them being clicks. It is best practice to optimise each description individually to increase the chance users will click it, so try to avoid generating these based off of a couple of variables if possible. Again, for meta descriptions you can also look towards Adwords listings for inspiration.
  • Optimise URLs to include target keywords. Similar to meta descriptions including target terms in URLs means they will be bolded.
  • Add relevant schema markup to the page to generate rich snippets on your listing. This can have a pretty dramatic effect on CTR, especially for schema markup that substantially enhances your listing such as review and product markup.

Once you have done any or all of the above, check how organic traffic changes. Then go back and retest something different. You can rinse and repeat this process until you are seeing diminishing returns from improving CTR for a page.

Final words

Overall we can say that CTR is something that is being used by Google one way or another. Rand seems to have uncovered ways in which it is used directly and temporarily to modify search results.

Paul Haahr from Google has informed us it is used indirectly to measure the quality of search results. Because of the above, and because it can simply increase organic traffic, CTR is something you should be taking into consideration when optimising your site.

Along with focusing more on click through rate, SEOs need to become more aware that while getting a site technically fit for purpose, writing great content, and building quality links is important.

We should also spend more time thinking about user engagement and UX, as they are both becoming a more and more important aspect to consider when trying to perform well in search results.

Let me know how the CTR Opportunity Analysis template works for you, and any thoughts you have on CTR or user engagement as a ranking factor in the comments!

Sam Underwood is a Search and Data Executive at Zazzle Media and a contributor to SEW.

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12 companies hit with a Google manual penalty


Just in case you’re ever tempted to try a few black-hat practices to manipulate your search positions in Google, here are 12 tales to persuade you otherwise.

Whether using cloaking, unnatural paid-for links, doorway pages, spam or hidden links, Google is swift and brutal with a manual penalty. Even if the transgression isn’t necessarily your own fault.

In fact for some of the following well-known brands, they’re merely guilty of not paying enough attention or not being educated enough when it comes to what Google cracks down on.

There’s some great advice here about what to do when hit with a manual penalty, but for now, let’s check out the circumstances of 12 high profile cases and the damage meted out by the penalty.

For more information, you can check out the full infographic and blog post from Digital Third Coast.

Please note: the following ‘present-day’ traffic loss predictions were calculated using SimilarWeb’s data by Digital Third Coast.

The Washington Post

In October 2007, The Washington Post was caught selling links on their blog without adhering to Google’s best practice when included paid-for links. The paper’s PageRank value dropped from PR7 to PR5 and was likely restored after a couple of months.

washington-post google penalty

Today this penalty would lead to a potential loss of traffic of around 76.4 million.


In March 2005, WordPress was penalised for the use of doorway pages. These are webpages used for spamming a search engine by creating multiple pages for specific high-value phrases but they just send visitors to the same destination.

WordPress hosted 168,000 articles about high-cost advertising keywords, written by a third-party, and were penalised by Google for two days. During this period, WordPress didn’t rank for its own name and its PageRank was reduced to zero.

wordpress penalty

Today this penalty would lead to a potential loss of traffic of around 10.08 million.


In March 2013, the BBC was penalised for unnatural links on a single page, although the details haven’t been confirmed. Rumour suggests it wasn’t the BBC’s fault, rather a RSS feed scraper. The page was downgraded by Google in rankings.


Today this penalty would lead to a potential loss of traffic of around 3.52 million for one day.


In February 2006, BMW was caught manipulating search results for the term ‘used car’ by redirecting searchers to the regular BMW company page when they clicked through.

For this, the site was completely removed from search results for three days.


Today this penalty would lead to a potential loss of traffic of around 71,600.


In April 2013, Mozilla was penalised for hosting a webpage with 12mb of spam from 21,169 user comments. This isn’t Mozilla’s fault, but it’s a lesson to us all to make sure any user generated content in comment sections is cleaned up.

The page was downgraded in rankings, and Mozilla ended up removing the offending page all together.


Today this penalty would lead to a potential loss of traffic of around 1.25 million for one day.


Back when Genius was known as Rap Genius, the company was very publicly penalised by Google for asking bloggers to provide lyrics in exchange for unnatural links promotion.

This led to a 10 day ban, where Rap Genius didn’t rank for its own name and suffered a drop in PageRank.


Today this penalty would lead to a potential loss of traffic of around 3.8 million.


This one is a little mysterious, as neither eBay nor Google has confirmed the details, but in 2014 the company received a manual penalty and an unspecified drop in rankings.


Today this penalty would lead to a potential loss of traffic of around 6.11 million for one day.


In February 2011, Overstock offered discounts to schools in exchange for links back to their own sire and artificially raise their rankings for specific products.

This led to a two month ban on the company ranking for its own brand name.


Today this penalty would lead to a potential loss of traffic of around 12.17 million.

JC Penney

Showing that a penalty isn’t necessarily the fault of the company, but rather an errant SEO using black hat tactics, JC Penney suffered a huge drop from the first SERP for multiple search terms thanks to ‘copious paid links’ found on unrelated sites. This lasted two months.


Today this penalty would lead to a potential loss of traffic of around 12.33 million.

The Home Depot

In 2012, The Home Depot asked its partners to link to their site with recommended anchor text. If this wasn’t bad enough they also suggested that these links could be hidden (i.e. using white text on white background, placing text behind an image).

This led to a two month drop from the first SERP for many of its product pages.


Today this penalty would lead to a potential loss of traffic of around 37.13 million.

But who punishers the punisher?

Well it may surprise you to learn that the answer to this question is Google.

Google really isn’t shy of making an example of itself, based on the following self-transgressions…

Google Chrome

Google was guilty of buying links to promote its own browser in January 2012. Although they claimed this was accidental, Google still penalised itself with lowered rankings for the Chrome homepage for a two month period.


Google AdWords

Google AdWords was found guilty of cloaking in July 2010. A spokesperson stated that, “some Google support pages were inadvertently showing different content to the Google crawler than to users.”

So again, this is more of an accident, but to set an example Google still punished itself with degraded ranks for an unknown period of time.


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Instagram content best practice: winning examples from global brands

instagram logo

This month saw the release of the 2016 cross-border business handbook: Going global with Facebook. It is a good body of research for budding social media marketers looking to use such services to connect with consumers across international regions.

What with the data in the report having been collected by Facebook and the title of the document seemingly only referring to Facebook, you’d be forgiven for thinking that the research covered anything other than Mark Zuckerberg’s flagship service.

But it is the Instagram-related trends buried deep in the latter pages which I wanted to cover today.

After all, there’s more to social media than Facebook. Instagram is proving a successful service for brands and organisations to engage with their audiences. And in the process, some are using content in a number of interesting ways.insta1

Mercedes-Benz share how they’re organizing things neatly

In order to promote their new compact SUV, the handbook details how Mercedes-Benz recently took to Instagram to leverage its rich visual functionality and highlight the space-saving design of the GLA vehicle.

Taking influence from the widely-used #ThingsOrganizedNeatly hashtag, the brand did just that. They used the GLA’s custom cargo mat on which to organize items relevant to trips that potential customers would make. These sponsored posts were also cross-targeted with users on Facebook.

The campaign resulted in a 14 point lift in recall for Mercedes-Benz Instagram ads, a 54% increase in site visits from both Instagram and Facebook ads, as well as a 580% increase in site visits when combined with Facebook direct response ads.

Qantas use seasonal photo and video imagery to engage emotionally

Shaping marketing campaigns around the seasons is nothing new, but airline Qantas looked to Instagram to connect with a younger audience itching to travel and returning home this summer.

insta2According to the report, Qantas are the first Australian brand to run a video and photo campaign on the service. They sought to present ‘quintessentially summer moments’ such as surfing, cricket and going on road trips with additional 15 second video clips of real people reuniting at airports during the season.

In response, the brand saw a 30 point lift in ad recall and a 4 point lift in message association.


CCTV News re-appropriate existing content to give it a new lease of life on Instagram

The Chinese broadcaster successfully used Instagram to recycle the best of their existing content and to reach a US audience.

By curating memorable moments from a range of CCTV News documentaries and films into 15 second Instagram blips, The handbook details how they managed to portray themselves as a destination for quality and wide-ranging world news with a unique perspective.

The videos really connected with the younger end of the US audience, reaching 3.7m people and seeing a 6 point lift in ad recall among 25-34 year-olds as well as a 4 point lift in brand awareness.

Birchbox jump on the unboxing trend

Beauty product subscription service, Birchbox, have also recently used short video clips on Instagram to drive engagement and promote their boxes.


The brand adopted the recent online video trend of ritual unboxing and showed their actual staff members receiving boxes and trying out the products they contain. The videos also reflected the tropes established in “let me show you” style blog posts.

As a result of the campaign, Birchbox saw a 12 point lift in brand awareness and a 26 point lift in ad recall.

Instagram best practice

The above examples were just a few of the brands featured in the report which have successfully made use of Instagrams’ specific content-led functionality. The handbook also cites what it considers to be best practice for using the service…

  • On brand: Those who are doing best on Instagram have best identified their brand’s unique point of view and are ensuring that the content they create quickly reflect the brand – either via “a logo, an iconic brand element, or a brand colour.”
  • Consistent: Users need to be able to scan a brand’s Instagram page and quickly identify a message from a selection of photos and video stills. Consistent messaging “across both paid and organic content” is really important.
  • Concept driven: All of the brands succeeding on Instagram according to the handbook have concept driven campaigns. This can be “a specific visual treatment, or a theme” and some which we’ve seen work really well reflect trends already proving popular on social media such as hashtags and unboxings.
  • Well crafted: Bold uncluttered imagery that is well-considered works well on Instagram. Quality composition and style can be achieved with careful planning and without the need for big budgets. Remember, Instagram is something of a product of high-resolution mobile screens – so ensure any content works in this context.

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3 Potential Threats to Watch Out for on Social Media

For marketers, investing in social media means exposure; exposure to new prospects, exposure to new followers and influencers, exposure for the brand, and exposure to a significant return on investment (ROI).

All signs point to a continued investment in social media for just about every industry. According to a study of CMOs by Duke’s Fuqua School of Business, chief marketing officers (CMOs) in enterprise organizations will spend nearly 11 percent of budget on social media in 2016 and nearly 23 percent by 2020.

Organizations are seeing serious results as they guide prospects coming in via social media channels through three stages:

  1. Follows
  2. Engagement
  3. Closed won business and retention

Long story short: more exposure equals more ROI and more budget.

But exposure has another, less friendly meaning. It can also mean more exposure to social media risks and the bad guys who use it to target individuals and brands.

But what do we mean by risks and bad guys? What kinds of things do marketers need to be on the lookout for on social media? Consider these scenarios:

Potential threat No. 1: scammers

Imagine you’re the social media manager for a retailer with many distributed brick and mortar stores. You establish governance for individual stores to create their own social media pages, post coupons, and run localized promotions. Once you audit all the pages for brand compliance, it’s off to the races. In the long run, the localized promotions do much better than corporate promotion, different stores establish their own followings and see huge social ROI by interacting with their community. Your CMO is thrilled.

One morning you get an email from your director of customer support. Phone lines have been ringing off the hook, all from a specific region of the country. A fake profile has hijacked your well-manicured social media footprint, exploited your hashtags, and launched a scam disguised as a coupon. The almost-too-good-to-be-true discount prompts customer to call a phone number where they are coerced into giving out credit card information. Some had even arrived at the physical store, expecting half-off on everything they bought. Follower counts in that region suffer and customers are wary of engaging with the brand.

In this scenario, the organization had no way of identifying the scam before it impacted the bottom line of the business. Now that the scam has proliferated, the organization needs to have governance in place to warn customers in the region and communicate about reimbursements. More importantly, they need to begin proactively identifying the scams and getting them taken down by social networks.

Potential threat No. 2: cyber criminals

Imagine you’re the social media manager for a wealth management firm. You’ve recently rolled out an employee advocacy program to your advisors and they’re using it successfully to grow their personal business. Your CMO is thrilled.

You begin to notice a curious trend. Advisors in some areas are having very little success at all with the program. Upon investigation, you find that six accounts for one of the advisors are using an image of the advisor, linking back to the corporate page and actively engaging with customers. But only one is distributing content via your prescribed employee advocacy channels. The other five accounts all post links with targeted messages that redirect to a malicious page, asking for account information. You confirm with your security team that the area has seen a huge spike in customer complaints of phishing attempts and stolen personally identifiable information. No wonder your investment in the program wasn’t paying off.

In this scenario, the organization was not monitoring their social media assets—which include employee accounts in any employee advocacy program—for abuse. Fake profiles are extremely easy to make, and organizations need to monitor for impersonators of their brand and employees, especially if they’re engaging with customers. Social networks will take down impersonator accounts, which violate terms of services.

Potential threat No. 3: careless coworkers

Imagine you’re the social media manager of a family health care organization. You have been working diligently to create a reputable brand online. You post relevant, high-quality content via your Hootsuite dashboard. You engage with influencers. You pre-schedule all the right Tweets and are quick to respond to inquiries. People who fill out the “How Did You Hear About Us?” survey in the waiting area increasingly check off “social media.” Follower count and engagement skyrocket. You’re seen as the authoritative thought leader in the space. Your CMO is thrilled.

You first hear about the story in the local press: a doctor at the organization accidentally posted images of patient health records, thinking they were private. The press has a field day. Where was he trying to post those pictures? What is the recourse for the patients exposed in the incident? What are the legal and economic ramifications of such a blatant HIPAA violation?

Your PR crisis team starts working around the clock. More questions start flying internally. How does this impact our brand reputation? How many followers will we lose? And, most importantly, why doesn’t the social media team have governance and controls in place to avoid or quickly detect things of this nature?

In this scenario, the social media team did not work with the risk and compliance department to train employees on compliant, safe social media usage. In a regulated industry, this is a must for every social media manager. However, mistakes inevitably happen. In this case, a social media team needs to have tools to identify such a blunder as quickly as possible and an established social media crisis policy to help tackle the issue. How are you going to respond to press? Do you post an apology? On which channels?

Protecting your social ROI

Getting a successful campaign rolling can be difficult even without accounting for the potential risks mentioned above. But any social media marketer who wants to reach maximum ROI must take steps to minimize risk.

Keep in mind that these are worst case scenarios. But it’s better to be prepared for the worst than suffer through it unexpectedly. Organizations need to have:

  1. A documented policy for what to do when something goes wrong
  2. A tool that monitors social media for bad guys and malicious behavior
  3. A way of taking action and getting bad stuff taken down
  4. Lines of communication to other areas of the business
  5. In a decentralized social landscape, a tool like Hootsuite Amplify to manage and help govern employee social media usage

We like to say there are three types of social media marketers: those who don’t know about the problems, those who ignore the problems, and those who recognize their full social ROI. Now that there’s no excuse to be in the first camp, will you ignore the problem or take a better approach?

To find out how to stop threats from undermining your social ROI, join ZeroFOX CMO Brian Reed at this year’s Connect via Hootsuite digital conference. ZeroFOX, the innovator of social media security, protects modern organizations from the dynamic risks of social media and digital channels. Learn more about the ZeroFOX for Hootsuite integration on ZeroFOX’s website.

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Five tips to maximise content ROI for every industry

An effective content marketing strategy needs to be customised to the demands of each industry. Here are five tips to increase your ROI.

There’s no one-size-fits-all approach in content marketing, especially when it involves different industries. Content creation and distribution depends on the particular audience for each occasion, and that’s why each industry has its own “rules” to follow.

TFM and BuzzSumo have conducted a research based on the analysis of 150,000 articles, trying to get a better understanding of what makes an effective content strategy in ten different industries.

The Science of Content” led to many interesting insights, and here are the best tips to consider.

Chasing viral content

It’s common for businesses to invest in content marketing hoping that their content will go viral, but as BuzzSumo and TFM confirmed, this is rare and it only occurs in a small number of posts for every industry.

Instead of chasing big viral hits, it may be more effective to focus on the right tips that will boost all your content efforts.


Pick the right social networks

Facebook is the most popular choice for most of the industries, with its domination changing from one industry to another.

For example, automotive companies rely almost exclusively on Facebook (97.6% of their social efforts), while the figure for the marketing industry in general is 25.4%.

Moreover, fashion companies enjoy using Pinterest (24.9%), finding it more appropriate for their content and their audience. Twitter seems to be very popular for consumer electronics (33.7%) and LinkedIn is the network of choice for many pharmaceutical companies (43.1%).


These results serve as a great reminder for every business to be aware of its audience before heading to a social platform to ensure that its content efforts can be effective. B2B companies seem to make a perfect fit for LinkedIn, while Pinterest seems to be used more by B2C companies.

However, it doesn’t mean that a fashion company cannot find success on LinkedIn, or that an automotive company cannot go beyond Facebook. Experimentation may lead to surprisingly impressive results.


Decide on the ideal length of content

There isn’t a general agreement on the ideal length of content among all industries, as it depends on each company’s needs and goals when creating a new piece of content.

Most industries seem to prefer longer posts, reaching up to 10,000 words, although the automotive industry for example has a preference over shorter posts of up to 1000 words.

Charity and fashion sites also seem to pick shorter posts, mostly going up to 2000 words, as they may also rely on visual content to support their content marketing strategy.


Find the right types of content

Every industry finds success with different types of content, ranging from instructional “how-to” posts and lists, to infographics and video content.

List posts work well in automotive, consumer electronics and fashion sites, with the last ones finding great success on Pinterest.

Video content works impressively well for news media (especially after the rise of native Facebook videos), while the automotive industry does not find it particularly useful on its content efforts.


How-to posts are dominant in the financial advice industry, while infographics seem to be highly appreciated by the marketing industry.

It’s interesting to examine all the types of content that each industry uses, as it provides an overview of how each company may find success with content marketing for a particular industry.

However, as with the decision of which social networks to use, there’s no need to fall into the trap of following the well paved path in your industry, as it may not lead to the desired results.


The power of an effective headline

A headline offers the first impression for your content and it determines whether your content will be read by a larger audience. It has to be short, clear, relevant, appealing, and even the use of words may affect the clicks to your content.

 According to “The Science of Content”, these are some of the most popular words in the headlines for every industry:

  • Marketing: “how to use”, “need to know”, “how to create”, “ways to use”
  • Travel: “photo of”, “things to do”, “best places to”, “where to eat”
  • Automotive: “the new”, “the best”, “Aston Martin”, “Telsa”, “Porsche”
  • Financial advice: “how to”,”small businesses”, “discount codes”, “voucher codes”
  • News: “Donald Trump”, “Hilary Clinton”, “Bernie Sanders”, “Brexit”, “European referendum”
  • Charity: no pattern in commonly used words, although the most shared content included the name of the charity in the title
  • Consumer electronics: “how to”, “need to know”, “iPhone 7”, “Galaxy S7”
  • Pharmaceutical: “services”, “patient”, “FDA approves”, “cancer drug”
  • IT: “you need to know”, “big data”, “open source”, “machine learning”, “Windows 10”
  • Fashion: “New York”, “must have”, “spring summer”, “celebrities”, “outfit”, “Instagram”

What’s the best day of the week to publish your content?

Weekdays seem to be preferred by all industries for content publishing and distribution, with Tuesday, Wednesday, and Thursday being the most productive ones for everyone.


However, there is also a content opportunity during the weekend, as there’s less competition and more chances to be noticed.



A content marketing strategy should closely monitor the trends of the industry it is focusing on, along with the specific target audience.

Each one of the tips above focused on a different parameter that affects the success of a content plan and when they are all taken into consideration, they may lead to great results.

There’s no need to imitate the trends of your target industry though, as it’s always a good idea to try out new ideas, until you find the perfect fit that gets your content noticed while reaching all the set goals.

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7 Twitter Chats Social Media Marketers Need to Follow

We’ve all been there. You’re at a cocktail party and one minute you’re enjoying a tiny samosa, the next minute you’re cornered and trapped in a conversation with the chattiest person there. No, you don’t really need to hear about the last 20 renaissance festivals he attended, nor do you need to watch a mobile slideshow of the events. This is one conversation you definitely wish you weren’t a part of.

Thankfully, there’s a place where you only have to participate in the conversations you want to. On Twitter, you will never have to lean in towards a stranger’s cell phone to awkwardly ooh and ahh at the new faux renaissance queen (unless that’s something you’re into—no judgement).

You can participate in a valuable Twitter chat without any of this forced politeness. Twitter chats are the perfect place to gain valuable insights and connect with a like-minded community. You can find a Twitter chat on any topic, so we rounded up a few of our favorites that social media marketers need to keep on their radar.


In June 2015, Hootsuite launched #HootChat, our very own Twitter chat. Twitter users can follow along every Thursday at 12 p.m. PT / 3 p.m. ET. Each week we have a different expert (or two or three) who share valuable insight into social media, content marketing, technology, and the digital world. Archives of every past #HootChat can be found on the HootChat Tumblr.


Twitter expert Madalyn Sklar is the top rated social media marketer in Houston, who, in her own words, helps people “use Twitter better.” She runs the #TwitterSmarter chat every Thursday at 10 a.m. PT / 1 p.m. ET and hosts a popular Twitter Tips podcast. If you need Twitter tips, tricks, and helpful resources to boost your social media marketing, the TwitterSmarter chat is one you need to check out.


Social media consultant Kristy Gillentine started the #ChatSnap Twitter chat to share her expertise on—what else?—Snapchat. Gillentine shares proven best practices, hosts influencers and experts, and leads the Snapchat discussion. Every Wednesday at 11 a.m. PT / 2 p.m. ET, she hosts the “first and only Twitter chat all about Snapchat.”


You might need to set up some streams in your social media management tool, because Wednesdays at 11 a.m. PT / 2 p.m. ET are also when AdWeek hosts their weekly Twitter chat. #AdWeekChat covers relevant topics in advertising, marketing, and technology. It offers insight from not only experts from the publication itself, but guests as well. Topics can range from workplace culture to new technology launches—all discussed by knowledgeable experts.  


As a social media or community manager, you know the importance of engaging your audience. The #CMGRHangout hosted by My Community Manager is a weekly live video chat accompanied by a Twitter chat. The chat covers a different topic of relevance for social media community managers each week and invites everyone to participate. Join the discussion at 11 a.m. PT / 2 p.m. ET on the first Friday of every month.


Join the #MediaChat every Thursday at 7 p.m. PT / 10 p.m. ET to engage with top social media influencers and experts. In addition to social media discussions, #MediaChat aims to cover all things related to media in general. Apps, online media, and marketing are all fair game as host Aaron Kilby facilitates the Twitter chat.


Blog Elevated is a once-a-year conference where the content marketing community gathers to learn and share their expertise on all things blogging. The event’s official Twitter chat, found through the appropriate hashtag #BlogElevated on Mondays at 7 p.m. PT / 4 p.m. ET, brings this industry discussion online. While focusing on blogging (a skill that social media marketers should at least have a general understanding of), the #BlogElevated chat also hosts discussions on technology, social media, and the digital world.  

A Twitter chat is a great place to not only hear from social media and marketing experts, but to participate in thought-provoking conversations with them.

Make sure you never miss a post by using Hootsuite to follow all your favorite Twitter chats (or even host your own).

Get started today!

Five solid Google AdWords insights from analyzing half a billion dollars in ad spend

In which I set out to look at fresh Performance Grader data to get a sense of what is changing in terms of the overall AdWords ecosystem.

Back in late 2013, we did a similar analysis and found that small businesses in particular were leaving a lot of opportunities (and money) on the table, by committing fatal errors like low account activity and failing to optimize for mobile search.

So, have things gotten better, or worse?

Let’s take a look at the updated AdWords advertising statistics.

A quick note on the ad data sources: I looked at 30,000 reports from advertisers who ran WordStream’s AdWords Performance Grader for the first time in the last six months. I focused on small and medium-sized businesses with average spend between $10 and $5000 per month, with accounts world-wide.  

1. Quality score is more important than Eever

Since my analysis in 2013, impression-weighted Quality Scores are up! As of 2016, the average impression-weighted Quality Score for SMB’s is around 6.5. What does it mean? Has everyone gotten better at creating unicorn ads?

Not necessarily. It’s not that there are fewer low Quality Score keywords out there. There are plenty of donkey keywords with Quality Scores of 1, 2, 3 and 4. But these irrelevant, low-QS keywords are now less likely to ever get impressed to a user.


What’s happening here is that with the rise in mobile search and the loss of right side ads, there are fewer ad spots overall, so Google has to be pickier in terms of deciding which ads to show.

Not surprisingly, they are increasingly preferring to run higher-quality ads over donkey ads. Since low-QS keywords don’t even earn impressions now, the average impression-weighted Quality Score is up overall.

Key Takeaway: CTR (the biggest component of Quality Score) matters more than ever, and continues to trend up. If your keywords have very low Quality Scores (1-4) they’re just not as likely to ever be seen – as though you’re not even running an ad campaign to begin with (i.e. why bother setting them up in the first place?)

2. About those CTRs: what’s a good Click-Through Rate in 2016?

CTRs this year are trending higher than ever.

When I look at account-wide CTRs (average click-through rate for search) the average SMB account ad CTR across all positions is 3.23%. We’ve been tracking this number for a while, and that is up from 2.7% just a year earlier. That’s a big change!

There’s a lot of things going on but the biggest two factors behind this increase are:

  • AdWords is less likely to run crappy ads (with low CTR and low QS) in the first place, raising average account CTRs.
  • Bigger, more prominent ads (AKA Expanded Text Ads) are more likely to be clicked on. Our internal tests have shown that moving to ETA’s can increase CTR by up to 400%!

One thing to point out here is that there’s tremendous leverage in ad text optimization. The top 10% of accounts (the unicorns) are doing more than 3X better than everyone else (the donkeys).

3. Negative keywords are still a missed optimization opportunity

OK, let’s recap what we’ve found so far:

  1. The AdWords auction is increasingly likely to favor high Quality Score ads. Low-CTR ads aren’t showing up as much as before.
  2. QS is a relative measure based on how your CTR compares with other ads in similar spots, devices, location, etc.
  3. CTRs across the board are going up.

Which means: You’re going to have to raise your CTR just to keep your current spots, and raise it even more to get ahead. How?

One of the biggest missed opportunities (in terms of big impact for little effort) that my research uncovered was a chronic underuse of negative keywords.


People aren’t using them as much as they should. Half of accounts didn’t add a single negative keyword in the last month. That’s a lot of wasted money.

Now, Google says Negative Keywords don’t impact QS (because it’s calculated based on exact-match keywords). But I’m not so sure about that (more in this case study, if you’re curious).

However, even if they don’t impact Quality Score, negative keywords are critical for high ROI because you’re eliminating wasteful spend (clicks from people who aren’t going to buy anything) and re-routing that money to more useful campaigns – all good things.

Periodically review your search query reports and set low- or non-converting keywords as negatives.

4. Keep the End Goal in Mind: Conversions

Who cares about CTRs and QS? The whole point of optimizing for these metrics is to increase your conversions in the end!

Unfortunately, less than half of small business advertisers have conversion tracking turned on.


This makes me sad. Because these advertisers (and we’re talking millions of advertisers, if you extrapolate these results to all the companies using AdWords out there) are kind of missing out of the best feature of direct response marketing: the ability to track results and make optimizations and adjustments based on your data.

It’s also why I’ve gone on record saying that Smart Goals aren’t that dumb (for many small businesses). Some form of conversion tracking is better than nothing.

5. What’s a Good Conversion Rate in 2016?

Of the approximately 15k accounts that did have conversion tracking on, we found little change in average conversion rates and conversion rate distributions.

Whatever you’re selling on the internet, the median conversion rate was 2.9%. Previous studies we’ve done have shown average conversion rates to be in the 2.5-3.5% range.

Honestly, I suspect it would be even lower if the 54% of advertisers not using conversion tracking turned conversion tracking on – because businesses that aren’t tracking conversions are probably making a lot of mistakes.


What do we make of this data? A couple of my theories include:

  • Mobile traffic is converting indirectly. The pathways are increasingly indirect – for example, cross-device conversions and calls introduce conversion attribution leakage. This is why call tracking is so important.
  • CRO is basically a ton of BS.

One important takeaway is that the top 10% of advertisers (unicorns) continue to crush everyone else with conversion rates 3X higher than the donkeys – they see conversion rates of 8% or more! Reach for the stars.

Where businesses need to focus their attentions in AdWords right now

Based on these insights, I think it’s clear where advertisers (and agencies) should be focusing when it comes to optimizing their campaigns for the changing AdWords landscape:

  • Excellent ad performance – Google is only showing strong performers these days. Low-quality, under-optimized ads won’t even get impressions (especially on mobile). Take advantage of every extra feature you can. Be an early adopter. Write compelling, emotional ads.
  • Better measurement – For the love of all that is decent and holy, start tracking conversions. Cut non-converting keywords out of your account. AdWords works incredibly well for businesses that take the time to measure the effects of what they’re doing, so they can funnel more money into the ads that drive the most business value.

This is an adapted version of an article published on WordStream: AdWords ad data. It’s reprinted with permission.

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10 terrific websites to help promote your app or tool

Cloud storage app on smartphone screen. Vector illustration

Building a cool tool or an app is half of the battle. Marketing it is even harder and more overwhelming. Here’s a handy guide for you to use.

App marketing is on the boom. Lots of ecommerce companies launch apps these days to build loyalty and create additional source of traffic and sales.

Finally, after months of hard work, your app or tool is complete. You have gotten past the initial design, the coding, the testing, the flaw discoveries, the retesting, more flaw discoveries, the pre-beta, and now you are ready. It is time to release your baby out into the world, and hope it becomes the next big tech sensation.

But where do you launch it?

Everyone who has started a venture knows that word of mouth (or the internet equivalent) is crucial. That landing page with its email subscription form can only take you so far – especially when you are competing against a seemingly never ending list of brand new startups trying to jostle their way to the top. It can be frustrating just trying to be seen.

Don’t worry, it isn’t impossible. Plenty of places exist that cater only to those new startups that are wanting attention on launch.

Before you start

App marketing is all about PR and media coverage but before you get into that, make sure you have covered the basics.

Start a website

Your website should be the central point of all your marketing efforts. Here’s a neat checklist on setting one up to keep you from getting overwhelmed and handy guide to everything to check on a website before launch.

Do your keyword research

Serpstat is my go-to tool when it comes to keyword and competitor research. You can run your site and see which keywords are missing, which related terms may be added and which questions are being asked in your micro-niche.

On top of that, you can do your site audit, check your backlinks and monitor your rankings, all within one dashboard.


Set up social media profiles

Social media presence is essential even if you app is a side project for you. I set up a Twitter account and a Facebook page for every, even minor project I am launching. Tools like DrumUp will help manage multiple social media profiles within one account.

10 websites to promote your app

These are 10 sites for promoting your app or tool, so you can get those early adopters you so crave.

1) Facebook Ads

Facebook Ads

Facebook has put a lot of work into their advertising structure, which is why they remain the most stable of social advertising platforms on the market.

You can narrow down your ads to target certain demographics, and it is a pay by reach system that gives you control over your daily budget.

This is also a great way to A/B test your promotional ads, by looking at patterns of engagement with each campaign.

2) Product Hunt

Product Hunt

Product Hunt is a well known promoter of new tools and apps. They give you a featured page with all the information you need about your service.

Then they let you interact directly with interested customers, answering questions and communicating with them one on one. Products then go on a list, where people can find them later on based on categories and tags.

3) BetaList


Similar to Product Hunt, BetaList features both apps and startups. All features are free, but they offer a paid ad that gets a lot more attention on the front page for only $129.

They don’t guarantee sign ups, but they do say that startups average 50 – 500 subscribers and a lot of initial traffic. So if you want a good early boost in customers, this is a good place to get them.

4) The Startup Pitch

The Startup Pitch

The Startup Pitch is a unique place, because it is all about content. It was originally started so new startups could share news about their product, launch, etc., without having to have their site up and running to link to. It evolved from there.

Now you can post pitches about your company, alerting their active user base about what is coming.

5) Launching Next

Launching Next

A database of startups with an attached blog, Launching Next is a great site that has a loyal fanbase and a great design. They also have a daily newsletter where they connect with people right in their inbox.

You can have your startups featured in that newsletter, taking advantage of the many benefits of email marketing. Plus they have an area for trending startups on their site, so the more attention you get, the more hype will build.

6) Hacker News

Hacker News

Pretty much everyone in the tech world, hacker or otherwise, is on Hacker News. They are an incredibly supportive community, very active, and they like to have their finger on the pulse of all things new on the world wide web.

Looking for early adopters here is always  a solid move, especially if you want a vocal group that will provide plenty of feedback. You may notice on the front page that startups are frequently voted up to the top spots.

7) AppGratis


AppGratis works by offering a paid app every day for free. You can take advantage by offering a 24 hour free period on your own app.

Will you miss out on some profits? Maybe, but it is a way to get out there and find some people who will perhaps be willing to recommend you to others. So if you have a mobile version of your app, make sure to submit to them. They even have a newsletter.

8) App Storm

App Storm

App Storm is a curation site for content based on different apps for different platforms. They frequently do lists and pieces about different apps, which can been pitched to them through their site.

They have a good user base of regular readers, so one blog post from them can generate a lot of traffic. Since they aren’t a database it isn’t great for conversions, but it will get them to your site to work your magic.

9) R/Startups


Reddit is a difficult platform to utilize for a lot of reasons. For one thing the community can be a bit hostile. But it can also be extremely supportive if you are in the right subreddits, and r/Startups is one of them.

The people there are wonderfully positive, and willing to give genuine constructive feedback. Plus, they are often happy to share your app, or to make connection that might help you both later on. It is a must-stop-shop for all entrepreneurs.

10) Springwise


Springwise is their own service. But they have a Springwatch and newsletter service that tells their customers about other apps they should be keeping an eye on.

You can suggest your own business with a pitch on their site, and often they will publish it if they think your tool has what it takes. You will be facing some competition, but if you explain yourself well you will have a chance.

No one is going to know who you are in the beginning. You have to get your name out there, and get people looking at your product from the first day it launches.

These sites will help you do that, though you have to take special care to stand out from the crowd. With any luck, your app will be enough to do that based on the idea behind it.

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Google AMP is coming to organic search results – Update!

google amp logo

Update: Google’s Rudy Galfi, Google’s lead product manager for AMP, has revealed to Greg Sterling from Search Engine Land that the global rollout of AMP in mobile organic search would be complete by the end of the year.

In further remarks posted on SEL, Galfi clarified that having AMP enabled still wouldn’t affect ranking signals though.

Six months ago, Google’s Accelerated Mobile Pages initiative was only available in the ‘Top Stories’ carousel of it search results. Then in August, Google announced that AMP support will be rolled out across the entire organic search results page.

In a blog post, Google previewed exactly how this new layout will look. In fact, if you’re currently on a mobile you can just click on the following link for a live demonstration: AMP Demo

And it totally works. Here’s my mobile search for ‘finding dory review’. Check out the middle result from The Guardian…

mobile amp organic search

As you can see from the above, being AMP enabled doesn’t automatically make a page rank higher, in fact Galfi reiterated today that AMP is not a ranking signal.

Google AMP is specifically designed to improve the mobile user experience offering stripped down versions of web pages that load instantly, have minimal navigation, are uncluttered with ads (for now) and require very little network power.

Personally I now seek out pages with the little lightning symbol when I’m on my mobile… there’s just no other more satisfying way to find out the lyrics to Will Smith’s ‘Miami’ when on the move.


Don’t panic

Today’s confirmation is designed to be an early warning (much like its previous ‘head’s up’ regarding its mobile friendly algorithm change) before it rolls out the feature more broadly by the end of the year.

Google states:

“We want to give everyone who might be interested in “AMPing up” their content enough time to learn how to implement AMP and to see how their content appears in the demo.”

Google developing a sense of humour there that can only be described as ‘dad-like’.

To date there are more than 150 million AMP docs in Google’s index, with more than 4 million new ones being added every week. You still have time to implement AMP if you haven’t already, but you’d better get your lightning fast skates on!

A version of this article was previously published in August 2016.

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