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The Next Generation of Brand Content

We've entered into a major shift in new media publishing. So far, 2018 has been a roller coaster ride of industry shifts for publishers, kicked off by Facebook's sweeping algorithm change in January that left brands wondering about the future of traffic growth and monetization on social.

The good news is that there's still plenty of opportunity for brands — both new and old — to put their communities on a growth path that delivers impactful revenue. And it's all about getting back to basics: The brand blog! While the idea of the blog has been around since the early days of the internet, the focus on community, as well as tech's ability to draw in audiences at scale, is peaking like never before.


Content Creates Organic Surface Areas

A common mistake brands have been making is neglecting their blogs, and instead they're focusing too much on winning social. But with frequent algorithm and industry changes, the brand blog must become a priority again. To survive and succeed with content, the blog must first evolve into a media site. To make the switch, it's important to let go of the traditional agency mindset of being campaign-centric. It's now about creating a community based on the passions of the people interested in your brand.

The brand blog is still important because it leverages the power of distributive content on organic surface areas like Instagram, Twitter, and Facebook. The blog then uses those platforms to connect the dots to a common content hub. This content hub is what creates massive loyalty, not just massive reach. The blog must be built like a social experience in and of itself. When done correctly, the brand blog can be a place that transforms a casual reader into an engaged member of your community you can know and count on.

Create a Community

Creating a community starts with your editorial thesis. What are the passions and ideas that fuel your brand? Once that's set in stone, building your network begins with reaching out to people and communities that are already talking about those passions. Then, find out what kind of content they're creating and reach out to them directly about it. Ask for permission to share their content in exchange for an @mention. The social ecosystem is full of creators who would love for their content to be validated and to engage in audience-sharing partnerships. Every partnership you create within your community of creators is a gateway to a new organic audience that can discover your brand. Structuring your content by putting the people in your community first is the ticket to not only a network of loyal followers, but continued organic growth.

Create/Amplify a Movement

In order to create a lasting network of creators and followers, your content must be tied to a movement. At RebelMouse, we helped launch The Dodo, a leading new media company with a mission to celebrate all things animals. The Dodo was able to amplify a movement that already had traction on the internet, and used that momentum to grow its own content hub. Brands can implement the same tactic if they can find the right topics that resonate within their communities.

Engage with New Creators

So how do you find these content creators to help build your new brand network? First off, you do need to create your own content with a writer and/or video editor that understands the passions behind your brand. Then you can use your original content for social outreach. This is what begins the new content lifecycle.

Social outreach can be as simple as connecting with likeminded Facebook Pages and social profiles at scale. Ask those creators for their content. In return, repurpose it in a way that not only makes it beautiful, but also validates their original message. Then amplify the content on your brand's blog and social networks. It's all about creating the kind of relationship where creators can't wait to share what you've come up with using their original content as a basis.

This content repurposing lifecycle is what fueled The Dodo's climb to the top. By capturing content and making the remixing process systematic, you can create organic growth. It's the only way brands can take part in this amazing emergence of the creator movement that embraces organic social media strategy.

The Content Itself

What a lot of publishers haven't fully realized yet is that digital writing has completely changed. What was once all about "hooking" the reader to get that extra click or share has shifted. There's now an intense push for prioritization, personalization, and transparency. As digital readers become more savvy, they specifically seek out media sources that deliver engaging content quickly and clearly.

The best example of this is Axios, an amazing new media company that initially launched on RebelMouse. They reached 40 million pageviews in the first three months through usage of a "Keep reading" function on every piece of their content. Each story begins with a brief summary of the article, rather than a teaser to entice a user to click. The summary content is good enough that it's usually all a reader needs to make a decision about whether they want to keep reading or scrolling. If you want to build organic loyalty, you need to be a master of your topic and deliver stories that encourage your users to consume the true depth of every post. But you also need to give your users the choice to consume what they want, and cheap clickbait tactics are a surefire approach to drive users away.

It's also important to remember that every piece of content should encourage questions. This leads to engagement that will not only help you in the social feeds, but also with audience building. Think of every image caption, tweet, or subheadline as an opportunity for more likes, shares, and comments.

What You Need

The good news is that, to reinvent your brand blog into a media site with a rich community, you don't need much at all. In today's world, a small editorial team can reach millions of people in a single day. Quality writers and social curators can put the right amount of focus on content creation that sparks engagement.

Ideally, to create a functioning media site, you first need one person in charge of curating content and reaching out to fellow content creators for access to their media. Then you need a savvy writer/video editor to repurpose and remix that borrowed content for your brand. If you have it in the budget, a third person can take up the reins as your social manager to reply to comments, boost posts, and nurture your social pages. As long as you function with a team that has a strong daily commitment to following through on your brand's mission and editorial thesis, you can reach audiences at scale. Put in overdrive, it can even be pulled off by just one person.

Rebuilding your brand's content in 2018 is leaner and cheaper, but it takes a pivotal mindset adjustment to reorganize the roles of a new media company. At RebelMouse, we create the lean tech needed to set up editorial teams for success. We also operate as a creative agency to help clients ensure their content is prioritized and optimized to grow organically. Let's start building something together today.

Why RebelMouse Is the Best Content Marketing Platform

RebelMouse is a unique platform and company. The company was founded on the vision that media companies would need an always-modern solution to thrive in the new connected internet, and that brands would have to behave like new media companies and use the same platforms.

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Why Premium Creative Agencies and CTOs Choose to Develop on RebelMouse vs. WordPress and Drupal

The Intersection of Design and Development: Where Your Clients Thrive

We started RebelMouse seven years ago knowing that there was a fundamental design flaw in the world of traditional CMSs: Every instance, on every platform, had to be updated independently. It's similar to an era when users had to manage their own Microsoft Exchange Server for email. The costs of managing, maintaining, and iterating on a CMS to keep it awesome and world class is typically a $10 million-a-year endeavor. But even then, these cost-prohibitive CMSs are still behind the times.

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Native Multivariate Testing at Scale With RebelMouse

What Differentiates Our Approach

There are many popular tools that allow you to perform experiments and A/B tests on your users — primarily Google Chrome Experiments and Optimizely. But all of these solutions are JavaScript additions to your web page that sidestep the problem of old, outdated, and clumsy CMSs. These solutions work by calling on a third-party JavaScript library that rewrites a page after it's rendered. This approach adds extra page weight and creates strange user experiences due to having to wait for everything to load and be rewritten on the fly.

At RebelMouse, we've solved this in a very elegant way. At the core level of our platform, we can natively render different layouts and track the exact differences in performance when comparing a test to your other layouts.

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Modern E-Commerce: Blur the Line Between Content and Design

Create Modular + Reusable Design Patterns on RebelMouse

Content saturation is an industry-wide problem, and the e-commerce space is no exception given that it's filled with big brands, small Etsy stores, and everyone in between all fighting for similar audiences. The best way to fight this symptom is to understand your audience and provide them with what they want.

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Instagram-style E-commerce Features on RebelMouse

Revolutionizing e-commerce on RebelMouse

Whether you're a brand with a blog or a media company with a site, driving purchasing behavior and building an audience that uses your content to find things they love to buy is vital. We're very proud to have built out the same functionality that everyone is now used to on Instagram, with layovers on images that lead to products with attribution.

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Building Premium Communities and User Journeys on RebelMouse

RebelMouse is much more than just a replacement for a traditional CMS. Our platform is a tremendous community-building experience. Today's social ecosystem has given us a seemingly limitless number of premium creators who understand how to create gorgeous and relevant content that drives the growth of their own audiences. These creators and influencers are either experts in certain topics, or heavily engaged in targeted content that drives their interests. They're not only consuming the content they're passionate about, but they're contributing to the conversation, too. The new role of the editor is not just to cover the most important topics and people around their expertise, but also to invite those preferred influencers into their community and get them to participate in creating premium content.

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Dynamic Voting: Grow Traffic and Engagement Organically

Help your audience find its voice.

Creating quality content is no longer on marketers alone. We live in a universe of creators who are willing to not only consume content that resonates, but play a role in the creation, promotion, and conversations surrounding it.

Since the start of RebelMouse, we've been on a journey to create dynamic media that is easier for content creators to curate and amplify on social. It's why we've built an online engagement platform centered around the power of communities that thrive naturally in the digital ecosystem.

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How to Monetize Your Website in Today’s Publishing Environment

In order to define distributive publishing, we have to ask the following question: If you have quality content, but nobody sees it, does it even exist? The answer is no, because your content needs to be supported in a way that lets it move seamlessly across all channels, especially site, search, and social. But let's take this question a step further: If you can't monetize your content to generate the support it needs, how do you create quality content in the first place?

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How to Optimize Your Website for Search


The RebelMouse platform features a rich search engine optimization (SEO) toolset that guides writers and editors to think about the right search phrase behind every story. It also empowers users to focus on small but meaningful modifications designed to improve organic search performance.

Here's a checklist of how we ensure the sites in our network consistently surge on search.

RebelMouse’s High-Performing Search Strategy Checklist

Structured Data

  • What is structured data?
  • RebelMouse's out-of-the-box integration

Optimize Your Website for Search: A Successful SEO Strategy Starts With Speed

Core Web Vitals metrics with meters for good, needs improvement, and poor scores

From web.dev

How exactly Google determines search ranking largely remains a mystery for publishers, but what we do know is that the search engine continuously rolls out updates to its algorithm. And while sometimes these updates are small and nearly unnoticeable, other times they result in massive changes around the way Google crawls content, often disrupting the rankings of webpages all across the globe.

One of these massive disruptions came in June 2021 with Google's page experience update. Developers are now feeling the impact of how their publishing platforms stack up against the new standard.

The update means Core Web Vitals are now a major factor in Google Search's ranking methodology, and sites big and small that haven't been prioritizing performance have seen their organic traffic hit stumbling blocks as a result.

The update has solidified the do-or-die importance of page speed as a key ranking factor. All too often, sites with poor performance plummet off of Google Search's page one results.

RebelMouse\u2019s core web vitals outperform traditional CMS solutions

Core Web Vitals scores are critical to your search performance. RebelMouse outperforms traditional platforms on the metrics that matter most.

Optimize Your Website for Search: Prioritize Google's Core Web Vitals

Google has set a high bar for the open web on what top performance should look like, especially on mobile. The following is a brief description of Google's Core Web Vitals.

Largest Contentful Paint (LCP): A website's LCP is the time it takes to load the main content on a page. Google wants LCP to happen within 2.5 seconds of when a page first starts loading.

First Input Delay (FID): FID quantifies a user's experience when trying to interact with unresponsive pages. You want your FID score to be low to prove the usability of your site. According to Google, pages should haven an FID of less than 100 milliseconds.

Cumulative Layout Shift (CLS): CLS determines how often your users experience unexpected layout shifts or changes on a page. To ensure visual stability, you want your CLS score to be low. Google wants pages to maintain a CLS score of less than 0.1.

The RebelMouse Approach: We are able to outperform competitors on Core Web Vitals because site performance isn't just a goal, it's a company pillar that's woven into our culture. We use this focus on performance to help new media powerhouses and legacy brands alike make the most of the open web by growing traffic and building revenue without sacrificing user experience.

Through never-ending performance optimization, the sites powered by RebelMouse score higher on Google's Core Web Vitals over other CMS platforms, including WordPress.

traffic from Google and site behavior increases due to RebelMouse\u2019s SEO optimizations

RebelMouse's SEO optimizations result in big traffic improvements.

Click here to learn more about how to improve your Core Web Vitals scores.

Optimize Your Website for Search: Make the Most of AMP

Google's Accelerated Mobile Pages (AMP) is a fantastic tool to increase mobile performance. The hyper-fast mobile format delivers a longer time on site for each reader, which encourages better conversion.

AMP pages are built to be fast and load almost instantly when clicked from Google Search, increasing user engagement and dropping bounce rates.

AMP is a rich environment, but implementing it properly can be time-consuming. AMP pages, in order to be fast, are highly structured, and companies need efficient tools to take full advantage of the opportunities that AMP provides. When implemented correctly, the impact on search traffic is remarkable.

The RebelMouse Approach: Our platform is fully optimized for AMP, and sites in our network use it as an often game-changing way to improve search performance.

Content creators can publish to AMP on RebelMouse with one simple click:

toggle on AMP configuration

On RebelMouse, optimizing your content for AMP is a one-click process.

Plus, our team is constantly making little tweaks to improve AMP performance for our clients. For example, we automatically enabled a required large-image setting across our sites to optimize for Google Discover. While the update may seem small, it has resulted in a significant and positive impact on traffic when an article makes it into Discover's feed.

Check out the visible boost it gave one of our clients, as tracked by Google Search Console:

Google Discover traffic spike

Our behind-the-scenes optimizations on AMP drive boosts to readership.

Click here to learn more about RebelMouse's AMP optimization.

Optimize Your Website for Search: Leverage the Right SEO Editorial Tools

how to increase search traffic

RebelMouse's SEO tools increase search traffic.

Our SEO technology centers around best practices for search, including detailed metadata that helps Google's site crawler identify, index, and rank your content quickly.

Here's a look inside our proprietary technology that helps our clients experience quick search boosts that turn into long-term SEO wins.

How to Optimize Your Website for Search: Define Your Search Phrase

It can be tricky to nail down which search phrase you want to win. Within RebelMouse's SEO tab, you can brainstorm your ideas in real time. Through the creative usage of APIs, we ensure writers and editors are armed with the right information when optimizing content for SEO. In the example above, the drop-down list is suggesting search phrases that are already performing well on Google. The number next to each recommended phrase is its monthly search volume.

This helps you determine which phrases are easy to win, or perhaps too competitive to strategize for, on an article-by-article basis. Click here to learn more about this feature.

How to Optimize Your Website for Search: Match Your Slug to Your Search Phrase

submit url to search engines

Easily update your URL slug to match your desired search phrase on RebelMouse.

The SEO tab in our Entry Editor is designed to repeat your desired search phrase throughout your content so that Google's crawler has every chance to index it correctly for search. With this methodology in mind, it's a best practice to have your article's URL slug match your desired search phrase. From the SEO tab, you can click the "Optimize Slug" button to automatically match your URL slug to the search phrase you want to win.

Click here to learn more about this feature.

How to Optimize Your Website for Search: Pick Smart Recirculation Links

seo outlinks

Access outlinks for your search phrase directly from RebelMouse's editing interface.

After you've defined your search phrase and optimized your URL slug accordingly, you can select highly relevant links to add as related content to the end of your article. We call these Around the Web (ATW) links. The SEO tab in our Entry Editor allows you to pick the best links from your own site, as well as from around the web, which leads to truly amazing traffic boosts. This is a proven SEO practice that's rewarded by Google. Since your article will link to pages already winning your search phrase, it can increase your own post's relevance score in the eyes of Google's crawler.

We automate the surfacing of both ATW and internal links for you, so it's as easy as ticking a handful of checkboxes to add them to your post. We've also done the math, and the data is clear: Adding ATW and internal links to the end of your articles can increase traffic coming to your posts from Google by over 300%!

Click here to learn more about this feature.

How to Optimize Your Website for Search: Craft Metadata Before Publish

what is seo metadata

Update your content's metadata easily on RebelMouse.

When it comes to Google's site crawler, providing clever metadata is one of the best ways to contextualize your content for search. From there, Google's search algorithm will rank your site for search queries that it determines are relevant to your content. Our SEO tab allows you to write your metadata right from within our Entry Editor. Plus, our character counter will help you make sure that your SEO headline and description match Google's best practices for metadata text length.

It's important to make sure your metadata is clearly written in a succinct way so that Google can quickly understand the nature of your content.

Click here to learn more about this feature.

How to Optimize Your Website for Search: Structure Your Content to Reinforce Your Search Phrase

RebelMouse's Particle Assembler is a content creation tool within our Entry Editor that makes it easy to transform your posts into media-rich micro pieces of content, which we call particles, that can both be shared individually and crawled separately on search. Our Assembler functionality gives your content more legs, which means more chances to generate more traffic.

Assembler is accessible via a couple of clicks in the formatting toolbar of our Entry Editor. From there, an organizational layout gets inserted into your article that guides you through the process of building out the particles that will shape your Assembler.

A look at how to add particles in RebelMouse's Assembler.

The best way to think of Assembler is by treating it as an enhanced list format. If your article is about vegan cooking trends, each particle can feature a new trend. But Assembler does not need to be a simple list. It can also cover the main points of your article and feature user-generated content or even related stories.

Assembler is a helpful SEO tool because it can generate a unique URL slug for each particle, maximizing your article's ability to get indexed by Google for more than one key search phrase.

Click here to learn more about this feature.

How to Optimize Your Website for Search: Make the Most of Google's "People Also Ask" Module

how to optimize for Google\u2019s people also ask

Strategize search phrases to win with Google's "People Also Ask" feature.

Particle headlines are a great way to make use of Google's "People Also Ask" module. This will help you identify search patterns of users who are interested in your search phrase. By tailoring your particles to those patterns, it's likely that your post will move up in Google's search rankings.

Click here to learn more about this strategy.

How to Optimize Your Website for Search: Use Alt Tags on Every Image

alt text for seo

Easily update alt text with your desired search phrase on RebelMouse.

Each particle is another opportunity to add relevant media to your post, and Assembler makes it easy to add alt text to every image you upload. Alt text is very important for accessibility, and can also have benefits for SEO. Briefly, alt text is text that is added to an image to describe it to search engines. It also allows people using screen readers to be able to know what the image is without actually being able to see it. You can easily add alt text to any image in RebelMouse from our Entry Editor. Adding your search phase into every alt text field will only bring you one step closer to the top of Google Search's first page.

How to Optimize Your Website for Search: Conquer Structured Data

Google\u2019s Rich Results Test tool will check your structured data

Google's Rich Results Test tool will make sure your structured data is entered properly.

Google's algorithm is now savvy about robotically written articles designed to win a specific set of keywords. As Google's search engine has gotten smarter, its web crawler software, known as "Googlebot," has also evolved in terms of how it indexes data.

But what if you could tell Googlebot the story of your website so that it doesn't have to make any assumptions? This is possible through the use of structured data, or as Google describes it, a set of "clues" provided to its crawler about what defines your content. Using schema, or a vocabulary you share with Google about every page on your site, you can tell Googlebot the story of your content in human language.

structured data populates information for Google snippets

Rank higher on search by populating structured data for Google's snippets on search returns.

By following these rules, you're giving the search engine explicit clues about the meaning of a page. Structured data is a standardized format for providing information about a page and classifying its content. For example, on a recipe page, these classifying components could be ingredients, cooking time, temperature, and nutritional information.

The better Google's crawler can understand your content, the more easily it can index it highly on search.

The RebelMouse Approach: If structured data sounds like a big undertaking, it doesn't have to be. Every RebelMouse site automatically populates key structured data so that Google can better understand your site. This, in turn, optimizes your pages to win in search results. Our out-of-the-box integration populates all the standard schema data with information about article content. This works on desktop and mobile web, and the data also gets populated for Google AMP.

out-of-the-box structured data integration

RebelMouse properly marks up structured data for content with our out-of-the-box integration.

Click here to learn more about our out-of-the-box structured data integration.

How to Optimize Your Website for Search: Be Mindful of H1 Tags

To put it simply, an H1 tag is a piece of HTML, or HyperText Markup Language, that marks the heading of your web page. Here's an example:

This Is the Title of My Content

For SEO purposes, H1 tags are designed to win a specific search phrase for your page. In fact, a recent study from Moz found that the HTML title tag is the second-most important ranking factor for SEO, behind only the actual content of the post.

This is because Google recognizes the H1 tag as the highest-level tag on your page. Think of it as your chance to summarize what your content is about clearly and succinctly for Google's web crawler. The more accurate and relevant you make your H1 content, the easier it is for Google to index it for search.

When writing HTML, there are six different heading tags available to you: H1, H2, H3, H4, H5, and H6. Each heading has a different font weight. You can use this scale to organize your content's headlines and subheadings accordingly.

various heading tags can improve seo

Example of headings from W3docs.

The RebelMouse Approach: You can easily choose your desired heading in RebelMouse's Entry Editor by using the formatting toolbar:

choose headings to improve SEO

Select which headings you want to use right from RebelMouse's editing interface.

Once you choose your heading, it's automatically reflected in your site's code:

heading tags in HTML provide structure to your content for search

RebelMouse's headings are automatically implemented correctly to your site's code for search.

Note: You may have noticed that the H1 tag is not an option you can select in the formatting toolbar's drop-down menu. That's because it's best practice to use only one H1 tag per page. On our platform, we reserve the H1 designation for your article's headline. This is inputted into your site's code automatically.

Click here to learn more about H1 tags.

How to Optimize Your Website for Search: Follow Google’s Image Guidelines

structured data on Google Images

An example of Google Images information populated by structured data. Image from Google.

Google Images is undoubtedly the leader in image search online, and they have many guidelines on how images should be handled. Here at RebelMouse, we make sure that your site is able to follow those guidelines right out of the box. Google's recommendations fall under a number of general topics:

  • A great user experience
  • Be descriptive
  • Structured data
  • Speed
  • Alt text
  • Make images discoverable

The RebelMouse Approach: Being certain that everything on your site is optimized both for performance and for following Google Search's guidelines is an exhausting task. Fortunately, RebelMouse takes that worry out of your hands by building our platform around the principles of page experience and the belief that all sites built on our platform should be flawless. We follow all best practices for Google Image's guidelines.

Click here to learn more.

How to Optimize Your Website for Search: Measure Success with Google Search Console

page experience report via Google Search Console

A look at page experience data from Google Search Console.

Google Search Console is a free tool that helps you to understand and optimize your site's performance on Google Search. When Google visits your website for tracking purposes, it performs what's called crawling and indexing, a process of adding web pages into its search results.

Search Console will allow you to add or remove certain content from Google Search's results. The tool will also help you learn which keywords trigger your site to appear in Google's search engine results page (SERP), as well as which third-party sites are linking to yours. It also allows you to monitor your site's performance on search, including locating any errors on your pages.

The RebelMouse Approach: We offer full support to help our clients connect their sites to Google Search Console. Our strategy services also help you understand which content and site layouts are working the best for your audience through our custom Google Data Studio dashboards.

Optimize Your Website for Search With RebelMouse

boost your search traffic with RebelMouse

Google owns most of the referral traffic on the internet, and your site should reflect this reality. That's why the sites on our network follow all of Google's webmaster guidelines.

RebelMouse's proprietary technology works for any kind of site, whether you're a brand, a new media company, or a legacy publisher. SEO doesn't have to be something that only developers and analysts can understand and augment. Our product is designed to put the power of search in the hands of content creators, editors, and social curators, too.

Start winning on search with every publish. Get in touch with us today and let's start working together.

RebelMouse Matches Google’s Best Practices for Images

Being certain that everything on your site is optimized both for performance and for following Google Search's guidelines is an exhausting task. Fortunately, RebelMouse takes that worry out of your hands by building our platform around the principles of page experience and the belief that all sites built on our platform should be flawless.

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RebelMouse Q3 2021 Platform Performance Updates

For many publishers and brands, Q3 2021 was about recovering web traffic lost to Google's page experience signals update that was rolled out over the summer. For us, the quarter was about continuing our success of delivering excellent Core Web Vitals metrics across our site network with platform performance updates both big and small.

As a globally distributed team, it's important for us to remain transparent about how we're able to power some of the best-performing sites on the open web. And while we're already looking forward to closing out the year stronger than ever before, here's a detailed look back at our accomplishments in Q3 2021.

We invested 1,946 hours into our platform in Q3 2021 alone, and all of the sites on our platform benefited from the work in various ways. Here are the key areas that we focused on:

  • 184 hours were spent on delivering new features
  • 1,010 hours were spent on improving existing features
  • 752 hours were spent on performance and infrastructure updates
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