Earlier this year, Facebook launched “Page Plugin,” an embedded widget that promoted Facebook pages and content. This month, they announced that they’ve bulked up the functionality to do much more than simply promote content. Page Plugin can now handle messages from customers (using Messenger functionality), as well as integrating with Facebook Events. Messaging If you are a brand that leverages Facebook and Messenger for customer service, this integration is right up your alley. Visitors can now pen a message and instantly send to your staff and follow up using Messenger. For customers, this is a clear win — no extra contact accounts needed and contacts occurring on a platform that they are familiar with. Posted by Facebook Developers on Tuesday, December 1, 2015 To implement messaging on Page Plugin, head over to the developer documentation for details. Events According to Facebook, 55 million public Facebook events were created last year. Events can now be … [Read more...] about Facebook’s Page Plugin Now Lets Users Chat With Messenger & Subscribe To Events
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In my last column, I created a Web searcher behavior quiz to demonstrate the complexity of query (keyword) classification. I admit that it was a tough quiz. But I made it tough for a reason. When it comes to keyword classification and context, it is far too easy to inject our personal opinions onto keyword phrases. It is not a “bad” thing to want to relate to, engage, and connect with your target audience. As search optimizers, we sincerely hope that searchers’ mental models of desired content matches the content we have on our own and our clients’ websites. Nevertheless, the ability to be objective about keywords is vital in order to truly understand web searchers. As SEO professionals, we not only need to understand the words and phrases that our target audiences type in to search engine, we also need to understand the context of keyword phrases. Searcher Mental Models & Search Conditions What exactly do I mean by context? By context, I am referring to a … [Read more...] about How to Understand Keywords in Searcher Context
Just as it defies credibility that good Captain Renault was completely unaware of the rampant gambling at Rick's Café in "Casablanca," so too is it impossible to believe that digital marketers don't understand the risk of buying arbitrary media space via often blind auctions and machines. The atomization of content via digitalization presents an unparalleled opportunity to achieve the Holy Grail of advertising: consistently delivering just the right message in just the right place (and, by extension, to the right person at the right time.) Marketers have long known that context matters and have acted on this knowledge to the extent that the available media allowed - for example, with beer and pizza ads during sporting events and clothing ads in fashion magazines. In becoming "digital," these same marketers oddly seem to have forgotten this proven precept. The rapid growth of programmatic advertising in recent years has driven an almost cultlike adherence to audience-centric … [Read more...] about 4 reasons why digital context matters
Terms like “mobile first” and “responsive web design” sound dynamic and user-centric, but the reality is most mobile-first responsive websites are simply reformatting ubiquitous content to suit different devices. Goal of web (or app) advertising: right message, right person, right place, right time. Goal of website (or app) content: whoever, wherever, whatever, whenever… eh… same content. Is that unfair? A gross generalization? OK, a lot of web advertising is still woefully untargeted or inaccurately targeted, but sometimes it can be freakily accurate. Ad targeting relies on the processing of real-time information from a variety of data sources – let’s call these “signals” or “cues” – about the mobile user and their behavior, in order to determine: Who they are. Where they are. What they are doing. What they like. What they want. What makes this more stunning, is the amazing speeds at which adtech … [Read more...] about When will responsive websites respond to user context?
We all know page speed is important to SEO, but how can we accurately — and quickly — assess if our performance is good enough? Identify where the issues actually lie? While Google’s Page Speed tool is excellent for diagnosing page issues, site-wide testing requires more. Also, taking a single performance snapshot doesn’t cut it for getting a true assessment of your page load times; so what tools are there we can use to supercharge our diagnostic? Additionally, it’s important to get clear the value of changes in terms of SEO impact before allocating in-demand tech time to work on fixes. To throw up just one example: if your page returns in less than one-second, what impact will fixing render-blocking CSS have on absolute page-load times? What Are We Measuring? When we talk about page speed; really, we are corralling a number of key page-speed events together which are important for different reasons. Here are some of the key events we should care about … [Read more...] about Breaking Down Page Speed Events For SEO Gain