How Open Graph Can Give You a 250% Increase In Traffic
I recently read an article on TNW that stated that, “since Tumblr integrated with Open Graph last month, traffic from Facebook is up 2.5x.”
Naturally I was intrigued by this, so I decided to do some research into the best way to integrate Open Graph into my websites. What follows are the tactics that I have discovered. Tactics similar to what Tumblr used to receive a 250% increase in traffic!
How Can Open Graph Increase Traffic?
A 250% increase in traffic sounds nice, but you may be asking yourself how Open Graph will actually affect your traffic. To answer that, let’s take a look at a post on Facebook that is using Open Graph.
Do you notice how this post does not only include a link? The post has been enriched with a title, description, and image. All of which should help increase traffic to your site by making social posts about your site more interesting.
Images alone have been shown many times to greatly affect click through rate. One study I found on Tnooz details how a change in an image resulted in a 60% higher click through rate.
This could be an important reason why TNW reported that Kobo had a 50% increase in traffic after integrating with Open Graph.
What Is Open Graph?
Open Graph was created by Facebook, who states that, “the Open Graph protocol allows any web page to become a rich object in a social graph. For instance, this is used on Facebook to allow any web page to have the same functionality as any other object on Facebook.”
There’s a fair amount of tech lingo in there, so i’ll break it down.
Have you ever noticed that when you are on Facebook and someone posts a link to a Youtube video, there is a preview of that video shown? Have you ever noticed that some links come with a preview image and description?
This is due to these websites taking advantage of Open Graph tags. The use of Open Graph basically allows you to create a richer, more interesting experience for people interacting with your content on Facebook and Twitter.
How to Implement Open Graph
Open Graph can be implemented in your website by simply adding meta tags into the head of your website. Although there are optional properties, here are the four required properties for the Open Graph protocol:
<meta property="og:title" content=""> <meta property="og:url" content="/"> <meta property="og:image" content=""> <meta property="og:type" content="">
I would also recommend that you consider adding:
<meta property="og:description" content="">
All you have to do is copy and paste this into the head of your website, change the content attribute, and you’re good to go.
Right about now, you might be wondering how to update the content attributes for every page of your website. Well, if you’re using WordPress, I’m going to recommend that you check out the WordPress SEO by Yoast plugin. Not only does this plugin handle SEO, but it will handle the Open Graph tags for both Facebook and Twitter so you won’t have to worry about a thing.
Wait, I Thought This Was Only For Facebook?
Even though Open Graph was developed by Facebook, Twitter has been rolling out a feature called Twitter cards. Twitter cards allows you to make tweets about your website much more interactive by adding images, videos, descriptions, and more to your tweets.
Twitter’s implementation of Open Graph is not currently open like Facebook. You will need to apply to get in the program. But, if you are accepted, you can expect your tweets to end up something like this:
For more details on Twitter cards and how you can join the program, check out the Twitter developer website.
What Do You Think?
I hope that after reading this post, you will agree with me that Open Graph is very simple to implement on your website. For just a few minutes of work on your website, you could greatly increase the amount of traffic that you receive from social networks.
My question to you is, are you currently using Open Graph on your website? If not, do you plan on implementing it? Lastly, what other tactics are you using on social networks to increase your referral traffic?
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