4 Ways to Increase Social Shares for Your Website Content

Do you want more exposure for your website content?

Does your site make it easy for readers to share? With a few simple tricks, you can boost the appeal of your website content and optimise your posts for easy sharing on social media platforms.

Here are four ways to make your website content more shareable.

Optimising images

Images and rich media are driving more results for brands than ever before so it is important that your images are appealing and shareable on social networks.

Keep in mind that images that look great on a web page would not necessarily look good in a social post. To evaluate images, create a social post and add the URL of the page you are evaluating. You can quickly see if there are any issues with the cropping, sizing or format of images.

If your images are cut off or too close up, you may need to revisit your image sizes. Square images look clean across all social networks but what if you are interested only in Facebook or Pinterest? Every social network has a perfect image size for posts. If you are interested in optimising your images for just a few networks, look at the best image dimensions for just those networks.

For Facebook, your images should be simple and mobile friendly. Again, test images by posting them and then looking at the posts on a smartphone to see how they look.

Precise meta data

After you have optimised your images, the next element to review is your meta data. For social media posts, the two most important pieces of meta data are the page title and description. On Facebook, for example, the four things people see when sharing a web page are the image, title, description and comments from the person sharing the page.

While you cannot control what people write in their posts, you can control everything else. Generally you want meta data to be as clear and concise as possible. For titles, the shorter the better. Create titles under 100 characters including spaces to make sure they are viewed in their entirely on social posts. Descriptions can be a little longer. Most brands use two to three sentences but it is best to keep descriptions under 250 characters including spaces.

When writing titles and descriptions, it is important to keep keywords in mind, as most social networks have their own keyword based search engines. Using the right keywords helps you stay visible not only to the main food but also to anyone searching for the topic on that social network.

To find useful keyword, you can always use the Google Keyword Planner but another underutilised tool is the search engines within each social network. Type your potential page title in the search bar of the social network and see what other words are commonly used.

Adding share buttons

You want to make your content easy for people to share on their social networks. Major blogs and publications excel at this, so before you start adding share buttons, take a look at how your favourite publications use share buttons to see what you like the best.

When choosing social share buttons, you need to consider which ones work best for your web page design. If you want all-inclusive plugins, AddThis and ShareThis are great options but you can also get buttons natively from individual platforms. It is a good idea to get the Pin It button from Pinterest because it lives on top of the images on your site instead of just along the side or top of your regular content.

No matter what type or share buttons you choose, the three most important things to keep in mind are customisation, prominent placement and tracking. While you cannot control what people say about your web page, you can give them a suggestion.

Twitter is especially customisable when it comes to share buttons. If someone is willing to share your content once, they may also want to follow your social channels to get more content. So make your follow buttons easy to find. Whether you are using custom shortened links, plugins or a custom tracking system, make sure you are getting some kind of analytics on your social share and follow buttons. This can be a very simple test to see which pages on your site perform the best on social media.

AddThis has analytics that will track all of your website’s shares and follows.

Revisits to your website

It is important to keep your content fresh to give people a reason to keep coming back to your site and sharing more content. Check with a relevant online publication to see how often you should be refreshing your content.

Keep in mind that your daily competitors on social media are not typically brands in your industry. You are competing against publications and unrelated brands for your customer’s attention. To gain an edge, you have to give your visitors a reason to share your content.


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