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Social media is one of the most important factors when it comes to driving traffic to your website. Therefore, it is not only convenient for you to optimize your presence in them. Instead, you must work on the Open Graph and SEO elements to achieve real and long-term results.

You may have optimized your profile including a correct description about your business. And even that you accompany each publication with the best hashtags . But do you know what a post looks like when other people share a page from your website on their own profiles? As you see it in the example.

Keep in mind that you yourself cannot control what others are writing about your content. In fact, you can't force them to attach an eye-catching image to increase your click-through rate, either. You just have to trust the Open Graph and SEO to avoid this situation.

Everything you should know about the relationship between Open Graph and SEO

Surely it has happened to you too. You've written a great blog post and injected a featured image there to represent the social media post, your blog's front page, etc. Then, you access your social networks and paste the link. Almost everything is ready, but there is a problem. The thumbnail of the image does not appear.

Also read : Qnnit

A bad thumbnail image or none being shared could seriously impair the performance of your network posting. In fact, visual content is a key hook for gaining engagement. The data itself shows that it helps generate more  likes, shares  and comments.

For example, tweets that feature an image get 150% more retweets . However, that image must be correct. In fact, it should ideally not include a logo or cropped photo of your call-to-action button. It must be chosen correctly.

1.- What is Open Graph?

Open Graph is a protocol that allows any web page to become valuable visual content. Basically, it allows you to tell social networks  like Facebook, Twitter, Pinterest and LinkedIn  what information to show every time someone shares a link from your website .

Just as search engines visit your website and extract the data they need to present it in search results, social media works similarly. Exactly, they look for your own Open Graph tags to know how to present yourself through a " social graph ".

This graph is a way of defining " things " in a digital space. And it can be made up of places like cinemas, stores or media. The Open Graph data passes those details onto the social graph and tells you what the object is and how it should be presented.

2.- Open Graph and SEO, does it help to improve positioning?

Open Graph tags were created specifically for social media, so search engines know how to ignore them. However, taking into account that content from social networks is increasingly crawling towards search engines, Open Graph meta tags are increasingly closer to SEO meta tags.

While there is currently no direct SEO benefit to implementing Open Graph tags, there are indirect benefits. In other words,  if your content becomes more attractive in  a user's feed  , they will be more likely to see it, click and share it .

As a result, your content will be able to generate conversions. Regardless of whether you do it by getting new emails or new followers. All of this will lead you to an audience that is more likely to share your posts.

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Furthermore, increasing this exchange also makes your content more likely to reach new webmasters and attract backlinks. This will increase your rankings naturally.

3.- Advantages of Open Graph and SEO, how can this tag help you?

As you can see, Open Graph and SEO are more related than it seems. However, it is interesting that you have a good understanding of what this tag can do for your strategies. In short, this code manages to show the most powerful fragment in all your social networks so that you can make your content go viral . Could you:

• Put rich content  on all your social networks automatically. That is, text + image.
• You could achieve that when a user clicks the share button on your website, they automatically view the tweet or the complete publication  with the image and text that you decide.
• You will achieve that every time your content is shared on networks, it is accompanied by an image and a text.
• It will save you from having to continually write each post. That is, it  will help you automate processes.

In short, Open Graph and SEO, in addition to going hand in hand, help you save time, promote virality and the engagement of your content.

Keep in mind that most people don't change the content of a tweet or post when they share it. Therefore, each time that action is performed with Open Graph, the user will be giving voice to your original publication.

4.- Why are Open Graph and SEO so important?

When you share content from your website to a social network, the crawler will study the HTML of the link being shared. However, if there is no Open Graph data in it, you will have to guess what is the most important content. And publish it. As a result, your posts might look like the one in the example.

As you can see in the image, Facebook had to guess what was most important. As a consequence, the post doesn't just have too long a title. Rather, it is made up of a default description and a poorly cropped image.

As expected, the post has not achieved any engagement. In fact, it doesn't even attract attention in  the user feed  .

Therefore, by making your information easier to find, your website could enjoy a significant increase in click rates.

5.- Types of formats in which to implement Open Graph and SEO

A.- og: title

Similar to your normal HTML title tag, where you tell search engines the SEO title of your page, the title  og: title  is the title that should appear in that social graph.

In fact, your  og: title  should be clear. Ideally, it should not mention the domain itself and should be up to 95 characters long.

Example : <meta property = ”og: title” content = ”6 tips to create viral content” />

B.-  og: type

It indicates, essentially, what your content is. That is, an article, a video, a blog post, a recipe, etc. Depending on the type you specify, you will need some properties or others.

Example:  <meta property = ”og: type” content = ”website” />

C.-  og: image

This is where an image URL is specified. Mainly, so that an image is always displayed along with the content you share on the social graph. This makes your posts stand out from status updates that only contain text.

Example: <meta property = “og: image” content = “http://www.antevenio.com/2019/wp-content/uploads/2016/11/contents-viral-en-facebook.jpg” />

Facebook recommends using images that are at least 1200 x 630 pixels. And that are up to a maximum of 8 MB in size,

D.-  og: url

This is the URL of your post, page, or object (only the domain is displayed in the social graph, so don't worry when the full URL doesn't appear). This label may seem irrelevant. But it is important that you complete it. Mainly because sometimes you can have more than one URL for the same content.

Use this tag for a clean URL that does not contain any session IDs or parameters. This will ensure that all shares are attributed to one URL rather than across multiple URLs.

Example:  <meta property = ”og: url” content = ”http://www.antevenio.com/6-tips-para-crear-contente-viral/” />

E.-  og: description

Also, don't forget to add a description. This tag is optional, but it gives social media users more information about your page or post. So unconsciously you are inviting them to click.

Try to write something in about two sentences and make it really relevant to the content of the page or post.

Example:  <meta property = ”og: description” content = ”Do you want tons of traffic and links? All you've got to do is "create great content" - but for content to be great, it needs to stick. "/>

F.- Other Open Graph tags

There are other Open Graph and SEO tags on social media that are more advanced. And in fact, they can be relevant to your content. For example, the name of your site:

Example: <meta property = "og: site_name" content = "Antevenio" />

There's also  fb: admins , which combines your website with your Facebook Fan Page to get even more data from Facebook Insights:

Example: <meta property = "fb: admins" content = "500013011" />

You can even tell Open Graph if the article has any translations, if it has an author or editor, and you can even specify information about things like videos, release dates, duration, actors, and the director.

However, it is clear which visual elements make up a fundamental part of the digital strategy of brands. Knowing how to squeeze the SEO out of any network publication , in this case, will be very useful to have a better positioning and attract more users. At Antevenio we help you reach your audience.