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SEO Is Making a Comeback. Here Are Our Thoughts

Facebook was in the headlines again recently after an executive at the company said CEO Mark Zuckerberg "doesn't care about publishers." A story that Facebook has since denied. But since January's sweeping friends-and-family algorithm update, publishers have seen a dramatic decline on the platform. A recent report by Buffer found that Page engagement has decreased by 50%. The shift has publishers returning to search-optimized content over social-forward posts to gain followers and grow revenue.

The "Delete Facebook" mantra has also been popular among publishers and influencers, too, following Facebook's data misuse and accompanying Cambridge Analytica scandal. At RebelMouse, we think these concerns are valid. But we also think it's important to realize Facebook isn't going anywhere. On a traffic level, a lot of the resistance against Facebook is just noise. We have clients growing on Facebook every day, often seeing their reach increase — not decrease — by 50%.

Still, it's exciting to be in a space where Google can grow traffic again. The search engine has made a lot of changes to prioritize quality content this year. Previously, playing the "writing for SEO" game meant using a keyword-stuffing, robotic-esque writing style that often didn't serve the reader. With Google's recent updates, content can be optimized for SEO that's purposeful, relevant, and personalized for the right audience.

Facebook knows Google is gaining a competitive edge, and is trying to catch up. The platform recently announced several local-centric changes coming to Pages, including a "call to make an appointment/reservation" option for salons and restaurants, among other user-focused updates. Facebook's pivot toward helping Pages deliver what readers — not publishers — are looking for indicates that the duopoly is now in a battle to win back users and not marketers.

Luckily, we have always had a focus on both personalization and an optimized experience for the reader. If anything, Google's latest quality updates have given overdue credit to the content RebelMouse clients already regularly produce. We power the media property Motherly, which is currently winning the top spot for "baby names 2018." Our client GearBrain is ranking number one on Google for "cars with Alexa." Both are really tough phrases to win, but they were able to do so thanks to an SEO strategy that's engineered for the long game while backed by our deep technology.

Your content doesn't have to be chained to industry shifts and algorithm changes. At RebelMouse, we iterate alongside the industry's tide so you can focus on creating content that's engaging and profitable.

This article from NYMag does a really good job of summing up the shift to search. Give it a read and let us know how we can help you refine your strategy to optimize every post for site, search, and social.

How to Include Interactive Elements in Posts

Enhance your articles with rich and creative media

Every article is a fresh chance to grab new readers and nurture loyal followers. This is why we give creators every opportunity to build content rich with media elements that enhance every reader's experience.

Add More Layers to Your Content

You can easily add interactive elements, like charts, to posts on our platform. For example, if you need to embed iframe code into a post, this can be done via our Add Media Bar. To do so, click the code icon (< >):

A text box will appear so you can insert your code:

Embedded Code Across Platforms

One important thing to keep in mind is that Google AMP, AppleNews, and Facebook Instant Articles will not always support embedded code. So if you use an iframe, it's best to turn off distribution to those channels for that particular post. If you have a lot of posts that require embedded code, this could be problematic for growth across those important platforms.

If you do want to use an iframe on a post destined for Google AMP distribution, it can be possible if the iframe is not at the top of the page or within the first 75% of the viewport when the page is scrolled to the top (whichever is smaller). AMP is a fast technology designed for mobile users and iframes are loaded using arbitrary timing that AMP's technology cannot ensure. For this reason, it's suggested that iframes be included in places that are not visible by users upon load.

If you have an article that needs to include an iframe at the top of the page, or within the first 75% of the viewport, AMP can be turned off for that individual article within Entry Editor.

If you don't need an interactive chart to be interactive in nature, can turn it into an image and upload it directly to your post. This way it will work on all platforms, including Google AMP, Apple News, and Facebook Instant Articles. This option, when possible, is ideal to ensure you're optimized for page speed.

Take Advantage of Shortcodes

Another great way to embed media is through our shortcodes functionality. Click here to learn more about shortcodes. Shortcodes can also inserted using the Add Media Bar. Click the brackets icon ([ ]) to choose the shortcode you want to use.

Here's an example of a chart on an article page that's been inserted using a shortcode:

If you have any questions about how to add interactive elements to your content, please email or talk to your account manager today.

Shortcodes Dashboard: Dynamic Media in Just a Few Clicks

Create multidimensional content with easy-to-find shortcodes

We believe static media is dead, and that every piece of content should be multidimensional and engaging. This is why our platform enables creators so they can add dynamic media to their content in easy and efficient ways.

One simple way to add interactive content to any post is through the use of shortcodes. Shortcodes are small snippets of code that are easier to remember than longer sequences. They typically will activate a feature or embed media into an article.

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