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Importing to RebelMouse: Technical Guidelines

In order to ingest a client's content into RebelMouse, we must be able to fully parse the site's content. RebelMouse accepts several input formats for content ingestion.


Requirements for Your Feed

To import your website's content into RebelMouse, you must provide an export file/feed of all the entries and authors of your website with the following fields:

Required Authors Fields to Import

  • To import authors, you should provide us with a "main" list of authors, separated from the list of entries.
  • Each author should contain:
    • Name: full name of the author
    • Email: full email address
    • ID: unique identifier for each author

Required Entry Fields to Import

  • Pubdate: publication date for the article following the date and time specifications of RFC 822
  • Content: full content of your article with HTML semantic
  • Headline: string as a title of the article
  • Images: list of URLs of featured images + description that represents your article
  • URL: full public URL of your article
  • Authors: list of author IDs for the given entry, as specified in the "main" authors list
  • Status: "published" or "draft"

Optional Entry Fields to Import

  • basename: string with the desired basename to follow in the new RebelMouse URL (no "/" — just alphanumeric characters and "-")
  • social_image: image to be used on social networks
  • social_headline: headline to be used on social networks
  • social_description: description text to be used on social networks
  • listicle: If your article contains more than text — such as slides or pagination — using the listicle option might make more sense. A listicle is a list of items, where each item contains the following fields:
    • headline: headline for this particular item/slide
    • body: content of your item/slide as HTML
    • media_html: any representative image or embed code as an HTML embed code
    • credit: credits for this particular item/slide
    • caption: small description of this item/slide's media
    • numeration (optional): stringified version of the slide number

      Each article can contain just one listicle. Optionally, you can set the following attributes that control the way the listicle will be rendered:
    • use_pagination: Boolean 0 or 1; default 0. Turns each listicle's items into a page of the given post.
    • use_numeration: Boolean 0 or 1; default 0. Turns the listicle into a numerated list.
    • numeration_sort: ASC or DESC; default ASC.
    • body_text_above: Boolean 0 or 1; default 0. Tells whether each item's body text should be placed above or below the item's media_html.
  • tags: list of strings where each string is a tag to be applied to your article
  • media_url: URL of a video/embed which you want to highlight as representative media for your entry. The requirement for this URL is to be usable as an "src" attribute of an <iframe> tag.
  • subheadline: a string for a second-level headline for your article
  • sections: A list of strings, where each string is the name of the RebelMouse section you want the current entry to be a part of. If no sections are set, the entry will go directly to your site's front page. If you want the entry to go to the front page and other sections, then you should name "front page" explicitly and include the names of the other sections. Section names must be lowercase: just a–z letters, and spaces should be replaced by underscores (_). (E.g., "front_page," "business," "healthy_living")

To ingest your content into RebelMouse, you must use one of the following formats: JSON, XML, or RSS 2.0.

JSON Format

To provide RebelMouse with a JSON output of your content, provide a list of authors and entries as specified in the instructions above, where the items of each list are simple dictionaries defining the given author or entry.

Here's an example of two authors + two entries with just required fields:

{
  "authors": [
   {"name": "John Smith", "email": 'smith@domain.com", "id": "123-456"},
   {"name": "John Doe", "email": "doe@domain.com", "id": 789-abc"}
  ],
  "entries": [
   {
     "headline": "This Is a Headline",
     "content": "<p>This is an <i>entry</i> with content full of <em>HTML</em> semantics.</p>",
     "pub_date": "Thu, 30 Jul 2015 15:00:45 +0000",
     "url": "<a href="http://www.yourdomain.com/path/to/your/article" target="_blank">http://www.yourdomain.com/path/to/your/article</a>",
     "images": [{"url": "<img src="<img src=" http:="" yourcdn.com="" path="" to="" your="" image.jpg"="">">", "description": 'some text"}, ...],
     "authors": ["123-456"],
     "status": "published"
   },
   {
     "headline": "This Is Another Headline",
     "content": "<p>I can contain: </p><ul> <li>any</li> <li>semantic</li> </ul>",
     "pub_date": "Thu, 30 Jul 2015 16:35:00 +0000",
     "url": "<a href="http://www.yourdomain.com/path/to/another/article" target="_blank">http://www.yourdomain.com/path/to/another/article</a>",
     "images": [{"url": "<img src="<img src=" http:="" yourcdn.com="" path="" to="" another="" image.jpg"="">">", "description": 'some text"}, ...],
     "authors": ["123-456", "789-abc"],
     "status": "published"
   }
  ]
}

Here's an example of a single entry with required and optional fields, among them a listicle:s:

{
     "headline": "This Is a Headline",
     "content": "<p>This is a <i>listicle</i> full of content with <em>HTML</em> semantics.</p>",
     "pub_date": "Thu, 30 Jul 2015 15:00:45 +0000",
     "url": "<a href="http://www.yourdomain.com/path/to/your-article" target="_blank">http://www.yourdomain.com/path/to/your-article</a>",
     "images": [{"urll": "<img src="<img src=" http:="" yourcdn.com="" path="" to="" your="" image.jpg"="">">", "description": 'some text"}, ...],
     "author": "Homer Simpson",
     "basename": "your-article",
     'social_headline": "You won't believe this is a headline.",
     'social_description": "OMG!",
     "authors": ["123-456"],
     "media_url": "<a href="https://www.youtube.com/watch?v=-WXAAAdGJ7o" target="_blank">https://www.youtube.com/watch?v=-WXAAAdGJ7o</a>" 
     "tags": ['simpsons", "tv show", "homer"],
     'sections": ["frontpage", "the_simpsons"]
     "listicle": [
         {"headline": "item 1 headline", "body": "<p>item 1 content</p>", "media_html": "<img src="<img src=" http:="" path.to="" image.jpg"="">" />"},
         {"headline": "item 2 headline", "body": "<p>item 2 content</p>", "media_html": "<iframe src="http://path.to/video"></iframe>"}
     ],
     "listicle_settings": {
         "use_numeration": 1,
         "numeration_order": "DESC"
     },
     "status": "draft"
}

XML Format

To provide RebelMouse with an XML output of your content, simply provide a list of entry and author entities, like the examples below:

Here's an example of two authors + two entries with just required fields:

<?xml version="1.0"?>
  <authors>
     <author>
        <name><![CDATA[John Smith]]></name>
        <email>smith@domain.com</email>
        <id>123-456</id>
     </author>
     <author>
        <name><![CDATA[John Doe]]></name>
        <email>doe@domain.com</email>
        <id>789-abc</id>
     </author>
  </authors>
  <entries>
    <entry>
      <headline><![CDATA[This Is a Headline]]></headline>
      <content>
          <![CDATA[<p>This is an <i>entry</i> full of content with <em>HTML</em> semantics.</p>]]>
      </content>
      <pub_date>Thu, 30 Jul 2015 15:00:45 +0000</pub_date>
      <url>http://www.yourdomain.com/path/to/your/article</url>
      <authors>
         <author>123-456</author>
      </author>
      <images>
        <image>
            <url>http://yourcdn.com/path/to/another/image.jpg</url>
            <description>Some text</description>
        </image>
      </images>
      <status>published</status>
    </entry>
    <entry>
      <headline><![CDATA[This Is Another Headline]]></headline>
      <content>
          <![CDATA[<p>I can contain <ul> <li>any</li> <li>semantic</li> </ul></p>]]>
      </content>
      <pub_date>Thu, 30 Jul 2015 16:35:00 +0000</pub_date>
      <url>http://www.yourdomain.com/path/to/another/article</url>
      <authors>
         <author>123-456</author>
         <author>789-abc</author>
      </author>
      <images>
        <image>
            <url>http://yourcdn.com/path/to/another/image.jpg</url>
            <description>Some text</description>
        </image>
      </images>
      <status>published</status>
    </entry>
  </entries>

Here's an example of a single entry with required and optional fields:s:

<entry>
      <headline><![CDATA[This Is a Headline]]></headline>
      <content>
          <![CDATA[<p>This is an <i>entry</i> full of content with <em>HTML</em> semantics.</p>]]>
      </content>
      <pub_date>Thu, 30 Jul 2015 15:00:45 +0000</pub_date>
      <url>http://www.yourdomain.com/path/to/your-article</url>
      <basename>your-article</basename>
      <authors>
         <author>123-456</author>
      </authors>
      <images>
        <image>
           <url>http://yourcdn.com/path/to/another/image.jpg</url>
            <description>Some text</description>
        </image>
      </images>
      <media_url>https://www.youtube.com/watch?v=-WXAAAdGJ7o</media_url> 
      <social_network><![CDATA[You won't believe this is a headline.]]></social_network>
      <social_description><![CDATA[OMG!]]></social_description>
      <tags>
        <tag>simpsons</tag>
        <tag>tv show</tag>
        <tag>home</tag>
      </tags>
      <sections>
        <section>frontpage</section>
        <section>the_simpsons</section>
      </sections>
      <listicle use_numeration="1" numeration_order="DESC">
         <item>
            <headline>item 1 headline</headline>
            <body><![CDATA[<p>item 1 content</p>]]></body>
            <media_html><![CDATA[<img src="http://path.to/image.jpg" />]]></media_html>
         </item>
         <item>
            <headline>item 2 headline</headline>
            <body><![CDATA[<p>item 2 content</p>]]></body>
            <media_html><![CDATA[<iframe src="http://path.to/video"></iframe>]]></media_html>
         </item>
      </listicle>
      <status>draft</status>
   </entry>He

RSS 2.0 Format

To provide RebelMouse with an RSS Feed of your content, simply provide a list of entry and author entities, like the examples below:

<rss xmlns:rm="http://www.rebelmouse.com/NS/" version="2.0">
   <channel>
      <link>http://homesite.com</link>
      <rm:authors>
         <rm:author>
            <rm:name>author1</rm:name>
            <rm:email>athour1@homesite.com</rm:email>
            <rm:id>1<rm:id>
         </rm:author>
         <rm:author>
            <rm:name>author2</rm:name>
            <rm:email>author2@homesite.com</rm:email>
            <rm:id>2<rm:id>
         </rm:author>
      </rm:authors>
      <item>
         <title><![CDATA[This Is a Headline]]></title>
         <description> 
            <![CDATA[<p>This is an <i>entry</i> full of content with <em>HTML</em> semantics.</p>]]>
         </description>
         <pubDate>Thu, 30 Jul 2015 15:00:45 +0000</pubDate>
         <link>http://www.yourdomain.com/path/to/your-article</link>
         <guid>post_id1</guid>
         <rm:images>
            <rm:image>
               <rm:url></rm:image_url>
               <rm:description_url></rm:description>
            </rm:image>
         </rm:images>
         <rm:authors>
            <rm:author>1</rm:author>
            <rm:author>2</rm:author>
         </rm:authors>
         <rm:status>published</rm:status>
      </item>
      <item>
          ….
          ...
      </item>
</rss>

Here's an example of a single entry with required and optional fields:

<item>
      <title><![CDATA[This Is a Headline]]></title>:
      <description>
          <![CDATA[<p>This is an <i>entry</i> full of content with <em>HTML</em> semantics.</p>]]>
      </description>
      <pub_date>Thu, 30 Jul 2015 15:00:45 +0000</pub_date>
      <link>http://www.yourdomain.com/path/to/your-article</link>
      <rm:basename>your-article</rm:basename>
      <rm:authors>
         <rm:author>123-456</rm:author>
      </rm:authors>
      <rm:images>
        <rm:image>
           <rm:url>http://yourcdn.com/path/to/another/image.jpg</rm:url>
           <rm:description>Some text</rm:description>
        </rm:image>
      </rm:images>
      <rm:social_network><![CDATA[You won't believe this is a headline.]]></rm:social_network>
      <rm:social_description><![CDATA[OMG!]]></rm:social_description>
      <rm:tags>
        <rm:tag>simpsons</rm:tag>
        <rm:tag>tv show</rm:tag>
        <rm:tag>home</rm:tag>
      </rm:tags>
      <rm:sections>
        <rm:section>frontpage</rm:section>
        <rm:section>the_simpsons</rm:section>
      </rm:sections>
      <rm:media_url>https://www.youtube.com/watch?v=-WXAAAdGJ7o</rm:media_url> 
      <rm:listicle use_numeration="1" numeration_order="DESC">
         <rm:item>
            <rm:headline>item 1 headline</rm:headline>
            <rm:body><![CDATA[<p>item 1 content</p>]]></rm:body>
            <rm:media_html><![CDATA[<img src="http://path.to/image.jpg" />]]></rm:media_html>
            <rm:credit><![CDATA[John Nash]]></rm:credit>
            <rm:caption><![CDATA[a description for that image]]><rm:caption>
         </rm:item>
         <rm:item>
            <rm:headline>item 2 headline</rm:headline>
            <rm:body><![CDATA[<p>item 2 content</p>]]></rm:body>
            <rm:media_html><![CDATA[<iframe src="http://path.to/video"></iframe>]]></rm:media_html>
            <rm:credit><![CDATA[John Brown]]></rm:credit>
            <rm:caption><![CDATA[a description for that video]]><rm:caption>
         </rm:item>
      </rm:listicle>
      <rm:status>draft</rm:status>
   </entry>

URL Patterns and Pagination

In order for Rebelmouse to be able to ingest your content, you must expose it through a standardized pattern of URLs and pagination.

Depending on your format, you should expose your API endpoint ending with one of the corresponding file extensions:

You should order your items from newest to oldest and paginate through the page GET parameter, starting from 0. Using the JSON format as an example:

Each page should have exactly 10 items.

We recommend that you protect your API with HTTP authentication and HTTPS so RebelMouse can use your API this way:

https://user:password@example.com/path/to/your/api.json?page=N

WordPress Automated Import

Alternatively, if you have a WordPress site, RebelMouse's import tool is already able to ingest all your content, keeping most of the configuration you already have in your WordPress setup.

We have an automated WordPress ingestion feature that you can try out. There are two instances where you can import your WordPress articles:

1. During signup when you're creating your new Rebel Runner. (Scroll down to step two if this is not your use case.) You'll see this screen at the end of the signup process:

If you click on the "Import your WordPress" option, you will be prompted for:

  • Your WordPress username and password
  • Your xml-rpc endpoint URL, which is where we'll be pulling all of your content from

For more information, or if you're unsure of how to get that endpoint URL, please reference this article.

That being said, the endpoint URL you need will most likely be the root URL of your WordPress site + /xmlrpc.php. (E.g.,http://YourWordPressSite.com/xmlrpc.php)

If you click on the "Advanced Options" link, you will be given the option to install a plugin to get access to a couple more custom features for your import:

With the plugin, we'll be able to:

  • Import your WordPress authors and create RebelMouse users for them.
  • Give you status details on how the import process is going.

You don't have to wait for the import to be finished to go to your RebelMouse Dashboard. You can leave it running in the background.

2. If you already have a RebelMouse site created, you can start your WordPress import by going to the Content Feeds dashboard:

It's in there that you'll find all of your feed information and content for review. Scroll down until you find the WordPress importer:

You will be prompted for:

  • Your WordPress username and password
  • Your xml-rpc endpoint URL, which is where we'll be pulling all your content from

For more information, or if you're unsure of how to get that endpoint URL, please reference this article.

That being said, the endpoint URL you need will most likely be the root URL of your WordPress site + /xmlrpc.php. (E.g.,http://YourWordPressSite.com/xmlrpc.php)

And — as also explained in step one — if you click on the "Advanced Options" link, you will be given the option to install a plugin to get access to a couple more custom features for your import.

With the plugin, we'll be able to:

  • Import your WordPress authors and create RebelMouse users for them.
  • Give you status details on how the import process is going.

As content starts to flow in, you'll see your home page automatically populated with more and more of your articles.

Custom WordPress Import

To take advantage of RebelMouse's ability to import a WordPress site, simply provide your RebelMouse contact with your WXR file. This can be found in your WordPress administration tools under "Tools" ~> "Export."

This is the best option to use when you have several custom shortcodes or plugins that you want to migrate over to RebelMouse.

RebelMouse is able to respect the following WordPress configurations:

  • It keeps your private posts private by storing them as RebelMouse drafts.
  • It keeps your sticky posts sticky by storing them as RebelMouse frozen posts.
  • WordPress categories are kept as RebelMouse sections.
  • If you have featured images or videos, they are kept as featured as well.

FAQ

What are your export requirements?

We need a file in any of the three formats described in the tutorial above, including the full text of each article. The article text should include the semantic HTML you want to be used on your RebelMouse website. You do not need to remove any CSS formatting, but it will be automatically removed by our import tool.

We will keep JavaScript code that might be included in your posts, mainly to support as much of your previously embedded media as possible. However, popular embed providers might be subject to some automatic processing by our import tool in order to turn them into RebelMouse shortcodes. You can find more details below in the "How do you work with embedded media?" section below.

Your posts might contain images (using the <img> tag) and they will be kept. However, they'll also be processed by our import tool in order to turn them into RebelMouse shortcodes. You can find more details below in the "How do you work with images?" section below.

Will my HTML semantic be kept?

Yes, we will keep your HTML semantic*, but we won't keep your CSS formatting. This means that we remove all CSS classes so that they don't interfere with the new RebelMouse theme that will be used with your new site.

*In certain cases we may see that some further processing of your HTML semantic is necessary. If so, your HTML semantic will be modified during the import process to better fit the RebelMouse platform.

How do you work with images?

The RebelMouse import tool keeps all images found inside your posts, but turns them into RebelMouse shortcodes. This means your images are downloaded from your server and then uploaded to ours. At the same time, we calculate several different sizes for each image. As a result, all images are ultimately stored and hosted by RebelMouse.

RebelMouse.com must have complete access to the client's website. This means that network requests cannot be blocked by any measure for our servers, since the import process makes automatic network requests to our clients' servers to fetch resources such as images or even complete posts.

How do you work with embedded media?

Since we try to keep all of your HTML semantic, we will usually keep all embedded media you may have in your posts*, including embeds based on JavaScript.

However, for certain cases listed below, your embedded media won't be kept as is, but instead will be automatically processed by our import tool to turn each instance into a RebelMouse shortcode. This mostly occurs with iframe-based embeds.

The following is a non-exhaustive list of embedded media that is processed into a RebelMouse shortcode:

  • YouTube
  • Vimeo
  • Dailymotion
  • SoundCloud
  • Vine
  • Twitch
  • Tout
  • Ustream
  • Livestream
  • TED Talks

*As long as your embeds are iframe-based, and not JavaScript-powered, there's a high chance that we can support your embed. However, it's important to note that, although we put great effort into supporting all kinds of embedded media, there are some restrictions which are important to understand:

  • If your site runs on HTTPS, then we will only support HTTPS embeds. That's because of browser restrictions on loading insecure media over secure websites. If, on the other hand, your site runs on HTTP, we will also support HTTP media.
  • We might support flash-based embedded media. However, due to mobile browser restrictions (no flash support), that media won't work on your mobile RebelMouse site either.
  • If you host your embedded media on the same server as your current website, then you will have to ask RebelMouse for a custom solution in order to keep that media on your new RebelMouse site.

What will happen with my SEO?

When you port your site over to RebelMouse, the URLs of your existing articles will change. However, our import tool keeps track of your previous URLs so it can catch them in the future and automatically redirect readers to the new, RebelMouse-powered URLs, thus keeping all SEO benefits in tact.

NEW: Page Views per Particle Enabled for Google AMP

Increase mobile page views for every particle using Google AMP

RebelMouse has deployed an exciting update: We've enabled particle tracking in Google Analytics for articles using Google's Accelerated Mobile Pages (AMP) format, which means every particle now triggers a page view event upon scroll. Before, just one page view event would be logged when the mobile page initially loaded.

Not Familiar With What This Means? Read On

The days of static, flat media are over. Sites with low performance scores, obtrusive ad experiences, and poor content structure simply won't make it. Knowing these truths, the way we think of an article can no longer be static either.

An article today now takes several forms: short-form, long-form, listicle, slideshow, etc. Because of this, we've created a simple framework called Particle Assembler that accounts for all possibilities when building out content.

We playfully call each piece of your content a "particle," which is quite literally a "part" of an "article." These particles have become the core way to author content on RebelMouse, and are standalone elements that use their own imagery, title, and copy. For example, let's say you create a post that's titled, "The Best Place for Tacos in Austin." Each taco destination in this article will have a lead image, the name of the restaurant, its location, and a description of the restaurant with images of their food. Each of these restaurant highlights contain enough information to stand by themselves as individual posts.

Building particles in RebelMouse's Entry Editor.

And they do stand alone successfully when you're on RebelMouse — each particle can be shared separately on social and each will register as a unique page view thanks to our latest update. This is a critical part of our modern pageview methodology that ensures our publishers deliver an elegant user experience to readers while still capitalizing on a meaningful monetization strategy. For instance, not only is every particle now a page view on Google AMP, but it's also a new revenue opportunity. This is thanks to the various placement opportunities for ads we offer within our Particle Assembler.

ICYMI, Google AMP is the search engine's lightning-fast mobile experience. With this update, sites powered by RebelMouse will not only deliver the best AMP experience to their users, but they'll also earn the page views their content deserves, too.

See the Massive Difference

In just a short period after implementing this change, one client experienced a massive spike in AMP pages per user, where it jumped from 1.6 to 8.2:

Here's what their AMP pages per user looked like just prior to the update:

If you're interested in experiencing this type of growth and getting more page views for your mobile content, request a proposal today and let's start working together. If you're already on RebelMouse, email support@rebelmouse.com or talk to your account manager to learn more about particle views for Google AMP.

Primary Tags: Structure Your Site for Success

Dynamic taxonomy improves usability and propels SEO strategy

It's not a surprise that quality content can easily be spoiled by a poor site experience. This is why we're extremely proud of the lightning-fast sites we power. But speed is only the beginning of the user experience.

The temperature on platform dependency has cooled in recent years, revitalizing the value of site visits and search strategy. This is good news for both users and publishers who need site stability to survive. Because of this shift, RebelMouse focuses on three primary key performance indicators (KPIs) to measure site usability and health:

  • Sessions per User: The average number of site sessions that each user has in a given time period.
  • Pages per User: The average number of page views that each user has in a given time period.
  • Time per User: The average amount of time spent on site by each user.

In order for these metrics to shine, a site's architecture must be organized in a way that increases every user's time on site. The logic is simple: If a site is easier to navigate, the user will likely stick around longer. This is the gateway to user loyalty.

One important way we support these KPIs is through our intuitive tagging structure for content. Let's take a look at our primary tag functionality and how it can set up any site for success.

What Is a Primary Tag?

On RebelMouse, we give you the ability to use as many tags as needed on every article to help keep you organized. But there's also an option to assign one primary tag to a post. A primary tag is built on the same principle as a primary section. One tag lets you assign higher importance to certain pieces of content when processing and organizing your posts.

The Primary Tag and Tags sections in RebelMouse's Entry Editor.

The Benefits of Primary Tags

Dynamic Taxonomy: One of the primary benefits of using a primary tag is that it exposes the depth of content available to your users. Many publishers do this through the use of sections, which often turns out to be redundant and, in turn, ignored:

Sections can often be annoying to navigate and repetitive.

Using a variety of relevant tags for every article, rather than just repeating the same handful of sections, opens up more opportunities for targeted descriptors. For example, instead of using "Recipes" as a section over and over again, a primary tag can be used to create specific content flows for topics like "Vegetarian," "Soups," or "Cocktails."

Richer SEO: Since a primary tag exposes more information about your article, it also supplies more relevant data to Google's algorithm. Surfacing content in usable ways supports Google's mission to serve content based on audience behavior and intent instead of outdated and frowned-upon SEO methods like keyword stuffing. This approach is called white hat SEO, or ethical SEO.

By targeting specific interests, your dynamic tag structure will allow Google to more accurately understand your article's content and rank it accordingly. On RebelMouse, this creates a trickle-down effect, because users can click a tag and quickly get directed to more relevant articles, which boosts your SEO efforts further.

Here's how the site experience looks on RebelMouse-powered EcoWatch when viewing their primary tag "Plastics."

RebelMouse-powered EcoWatch takes advantage of a primary tag construct.

Improves Crucial KPIs: As mentioned before, RebelMouse traffic experts are constantly focused on improving the three KPIs that matter most to site usability and building audience loyalty. These metrics answer the following questions:

  • Frequency: How often are users coming to the site?
  • Depth: How many articles does each user consume?
  • Duration: How long is each user staying on the site?

Looking again at EcoWatch's use of primary tags, it's important to note that a primary tag is exposed on every one of their articles. They're also used in a left-hand navigation module that features the latest stories and trending topics:

Start Leveraging Primary Tags on RebelMouse

If you aren't on RebelMouse yet, request a proposal today and let's start working together to make sure your site is optimized for user growth. If you're already publishing on RebelMouse, and want to learn more about tagging best practices, contact your account manager or email support@rebelmouse.com.

Page Speed Is Crucial to Your Marketing Efforts

Most marketers don't prioritize page speed because they don't think it impacts their bottom line. However, page load has a direct impact on conversions and revenue.

Here's a very simple scenario, supported by industry data, to underscore why the way pages are built and powered is crucial for paid media initiatives and your overall business:

Let's say a paid media campaign drives 100,000 new visitors to a landing page that takes five seconds to load. Google says that 53% of mobile site visitors will leave a page that takes longer than three seconds to load. So of the 100K mobile site visitors you paid to bring to the page, ~50K are leaving immediately due to poor page performance alone.

Some studies even show that bounce rate increases approximately 100% for every two-second delay. So, if site load jumps to seven seconds, you'll pretty much lose all of the visitors your paid strategies brought in.

A Poor Site Experience Costs More Than You Realize

Page load plays a huge part in customer dissatisfaction, too. Continuing on with our previous example, let's classify the ~50K that didn't abandon the page as dissatisfied due to poor page performance. As HubSpot points out, 79% of them are less likely to buy again from the same website. That's ~40K visitors never coming back to the site due to poor page speed. The loss is even greater when you consider how valuable returning visitors are: They represent up to 48% of all transactions and spend almost 2x more than new visitors, according to Business Insider.

Plus, people love to spread the word about a bad experience, probably more than a good one. 40% of visitors who had a bad experience with a website's performance would tell a friend or a family member. So of your 50K dissatisfied visitors, 20K are talking negatively about your brand. If they tell only one person each, that's an opportunity cost of another 20K potential site visitors and customers.

The main takeaway? Your paid media has to work much, much harder when you neglect to optimize your site for performance.

Owned and Paid Media Should Work Together for Better Efficiency

And speaking of site improvements to help the bottom line, marketers can't overlook the value of owned content (e.g., articles, reviews, social feeds, etc.) and its impact on overall traffic and lead generation strategies. Sites tend to see significant lift in audience reach and conversion when content is paired with commerce: For e-commerce companies, content can account for up to 69% of total organic traffic. And, even more compelling, conversion rates have been 6x higher for companies that adopt content marketing.

RebelMouse's CMS makes it easy for brands to systematically optimize page speed performance and organic reach, which allows paid media to be more efficient.

RebelMouse allows clients to easily manage website layouts and components at any time, ensuring sites remain fast and are rewarded by Google and Facebook. Our platform features proprietary SEO tools designed to help clients optimize organic search with every post and better align paid and organic search strategies for increased efficiency. Similarly, our platform also includes proprietary social tools to organically build community and growth, and our data helps clients spot winning organic trends that can inform paid social media.

RebelMouse Is a Partner That Can Guide You

When it comes to content marketing, it's important to be mindful of the relationship between owned, earned, and paid media — it will only help your teams engage and convert more audiences into customers and brand loyalists. At RebelMouse, we're proud of how we work with brands and our ability to provide the expertise, best practices, and modern technology that help teams become better content marketers. If you're a brand marketer, feel free to reach out to us to learn how RebelMouse can help you be more strategic and effective in your content marketing efforts.

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Target High-Value Users With Affinity Categories

Unlock valuable audience data and shape a new strategy

In today's landscape, quality content isn't enough — it's half the battle. Publishers need to produce shareable content backed by data to experience sustainable growth. At RebelMouse, we have a unique pageview methodology that provides an innovative user experience for every reader without sacrificing revenue and growth opportunities for publishers.

To do this, we track massive amounts of data across our platform through the use of custom-built Google Data Studio dashboards.

Click here to see the kind of growth our clients experience every day.

One of the best ways to discover more about your audience is by taking advantage of Affinity Categories. This feature breaks down audience demographics, including age, location, interests, and more. Affinity Categories are usually used to target audiences for ads, but we also use them to gain insights on what topics a site's visitors are interested in overall.

Normally, each category is listed out separately in Google Analytics. In the example shown above, our data experts split categories into separate levels to reveal different levels of audience depth. For instance, by splitting up the category News & Politics, we can better explore the detailed distribution of users interested in specific types of news:

  • News & Politics/Avid News Readers/Avid Political News Readers
  • News & Politics/Avid News Readers/Entertainment News Enthusiasts

From an editorial standpoint, this is useful because it allows publishers to determine and target varying levels of high-value users, improving the efficacy of a new content strategy or ad campaign.

If your site is already powered by RebelMouse, email support@rebelmouse.com to get a breakdown of your audience's Affinity Categories. If you aren't powered by RebelMouse yet, request a proposal today and start receiving the data you need to grow loyal followers at scale.

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