5 More Tips to Win at Search, Social and Content Marketing

A type of microformat, rich snippets are custom search results for certain types of content, including products, businesses, people, events, recipes, reviews and more. They are more informative and eye-catching, which can be an advantage on the results page. For example, this recipe result shows a thumbnail photo, user rating and preparation time.

Editors Note: Search, social and content marketing are practically the holy trinity of online marketing today, and on Thursday, May 30, Arnie Kuenn from Vertical Measures offered a comprehensive plan to excel at all three in the webinar “How to Win at Search, Social and Content Marketing.”—which you can still watch on demand if you click here—including answering a volley of questions during the live Q&A. However, we couldn’t get to all the 40-plus questions our audience asked. Of those, here are some of the most important to successful content marketing with Kuenn’s answers for how to do them right.

1. What is a micro format?
Microformats, microdata and RDFa are similar types of structured markup: additional tags added to HTML code that provide search engines with more information about the content they contain. For example, an e-commerce site owner could add the markup to a product page, identifying the product’s name, price, brand, description, product rating and other standardized fields. Doing so helps ensure that search engines recognize specific kinds of content and potentially present them as rich snippets in search engine results.

Rich snippets are custom search results for certain types of content, including products, businesses, people, events, recipes, reviews and more. They are more informative and eye-catching, which can be an advantage on the results page. For example, see the image in the media player at right, the recipe result shows a thumbnail photo, user rating and preparation time.

About two years ago, the major search engines chose schema.org (based on microdata) as their preferred structured markup format. To simplify the markup process for non-coders, Google also implemented the Data Highlighter tool.

2. How important are properly named and captioned images to content?
When you write a great post, adding images are the icing on the cake. It has been said that posts with accompanying images receive 94 percent more views than posts without images. Eye-catching, relevant images help break up the content, keep visitors reading along, encourage the sharing of your post, and can garner links to your content.

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