In today’s fast-paced digital world, it’s easy to want instant results - whether it’s with social media, ads or SEO. However, SEO (Search Engine Optimisation) isn’t a strategy that delivers overnight success. It requires patience, time and a strategic, consistent effort.
Think of SEO like planting a garden. 🌱
You don’t sow the seeds and expect to see full-grown flowers the very next day, right? It takes time for those seeds to grow roots, for the plants to develop, and finally for them to bloom. SEO works similarly. It’s about nurturing your website, allowing it to develop and giving it time to flourish so that, in the end, you’ll see significant, long-lasting results. 🌷
But why exactly does SEO take time? Let’s dig a little deeper into the process.
1. Search Engines Need Time to Crawl and Index Your Site
When you update your site or publish new content, search engines like Google need to discover these changes, crawl through them and index them accordingly. This isn’t instantaneous. Depending on the site’s structure, size and frequency of updates, this crawling and indexing process can take anywhere from a few days to a few weeks, especially for newer websites.
2. Building Website Authority Takes Time
Search engines give more ranking weight to websites that have built credibility and authority over time. This authority comes from creating high-quality content, attracting backlinks from reputable websites and engaging users. However, authority isn’t something that can be built overnight - it’s a steady accumulation of trust that search engines develop in your site over time.
3. SEO is a Competitive Landscape
In most industries, SEO is highly competitive. The top spots on Google aren’t easily won. You’re often up against well-established competitors who have been optimising their sites for years. So, even with a perfect SEO strategy, it takes time to climb the ranks and surpass competitors.
4. Content Optimisation is an Ongoing Process
Effective SEO isn’t just about creating content - it’s about optimising that content to ensure it resonates with your audience and aligns with search intent. This requires ongoing testing and fine-tuning. What works today might not work tomorrow, so continually adjusting your content for relevance and value is key.
5. Algorithm Updates Can Shift Rankings
Search engines regularly update their algorithms to improve the quality of search results and user experience. What works today might not work tomorrow if an update changes how websites are ranked. To stay competitive, businesses need to continually adapt and refine their strategies in response to these changes, which adds to the time factor.
Patience Pays Off with SEO
Much like a well-tended garden, your SEO efforts will flourish over time if you give them the care and patience they need. It’s about the long-term growth of your website, building authority, creating content that serves your audience and constantly adapting to changes in the digital landscape.
So, while SEO may not deliver quick wins, the results it can yield are long-lasting, sustainable and worth the wait. Just remember - the flowers will bloom when the time is right! 🌼
If your ads aren't being approved on Facebook or you're not seeing the results you expected, the issue may lie with your ad copy. To reduce spam, create a positive experience for users and prevent the use of profanity or the promotion of illegal activities, Facebook has established strict advertising standards.
Most of these are fairly reasonable but some will make it challenging when it comes to the copy.
Facebook's policies include restrictions on:
Prohibited Content: Ads must not promote illegal products or services, adult content, violence, or discriminatory practices.
Misleading or Deceptive Claims: Ads related to products or services should not make false promises or mislead users about the features or benefits of what is being promoted.
Non-compliance with Community Standards: Ads that promote hate speech, harassment, or other forms of offensive content will be rejected.
To break these down, here is a list of words and topics you should avoid:
1. Prohibited Content
These may not only cause ad rejection but may also lead to account or page restrictions and suspensions.
2. Identifying People
Facebook's advertising standards discourage ads that identify or call out specific personal attributes of users, such as their age, race, gender, health status or other identifying characteristics. For instance, using phrases like "Students, this is for you" could violate these guidelines because it implies knowledge of personal information about the audience.
Instead, Facebook recommends using more generalised language, such as "Ideal for students" or "Perfect for anyone in school", which speaks to the demographic without directly identifying individuals. This helps avoid privacy concerns and aligns with Facebook's standards.
3. Misleading or Deceptive Claims
Spam-like behaviour - red flags will be raised over excessive use of clickbait or deceptive tactics. "Get Rich Quick Schemes" fall under this category and include words such as:
Money
Financial freedom
Fortune
Wealth
Work from home
Laptop lifestyle
Quit your job/ quit my job
Specific numbers (e.g., Earn $200k)
Doubled*
Easy*
Step-by-step*
*These words may be used in other context that is appropriate
Facebook recognises these as deceptive and unrealistic claims. If you’re offering legitimate income opportunities, use wordings that would highlight the realistic benefits of your product/ service.
4. Sales and Deals
These words are not outrightly banned by Facebook, but they can sometimes trigger closer scrutiny from Facebook’s review system, especially if used in a way that could be seen as misleading or spammy.
"Free" – Ads offering something for free are allowed, but Facebook reviews these carefully to ensure that the offer is legitimate. Be sure to clearly disclose any terms or conditions associated with the free offer (e.g., "free with purchase"), to avoid being flagged as misleading.
"Enter" – This word is often used in contests or sweepstakes, which Facebook allows, but such promotions must follow specific rules. Ads using "enter" should provide clear terms and conditions and avoid encouraging misleading behaviours or actions, like forcing users to share content to win.
Contest
Giveaway
Deal
Discount
Win
Facebook aims to maintain a balance between promoting products and services and ensuring that ads provide genuine value and engagement for users.
The algorithm may flag or limit reach for ads that seem too pushy or contain excessive promotional language, so it's a good idea to use persuasive language thoughtfully.
5. Time Limitations
Today only
Closing soon
While supplies last
Limited offer
Only x days left
By restricting these urgency-driven terms, Facebook aims to create a more comfortable and trustworthy advertising environment where users feel less pressured and more inclined to engage with content on their own terms.
6. Brand Names
Facebook
Instagram
Google
Third-party trademarks such as iPhone or PlayStation
Some advertisers might use these to imply an affiliation or endorsement by these brands that does not exist.
If you still want to mention a well-known brand, you'll need to be inventive and focus on the brand's industry or key values, allowing your audience to deduce the brand you're referencing.
7. Sensitive topics
Facebook does not want these topics on people’s feeds:
Race
Religion
Age
Diet
Weight
Weight loss
Fat
If you have a product that falls into one of these categories, you will have to reword. For example:
"Ladies, are you ready to get rid of those five extra kilos?" to
"Are you ready to feel fit and fabulous?"
Facebook doesn’t like it when you target a particular group so just leave this out. Think about how you could highlight the benefits and features of your products and services.
8. Profanities
Facebook blocks organic posts with profanities and this extends to ads as well. Facebook is also improving its algorithm to reject attempts of censoring curse words by using other symbols such as #*@%$
All of the above guidelines are fairly understandable however, these are some other words you will need to avoid or use sparingly.
9. Names; You/ Your
It may be confusing why innocent words such as "you" and "your" are on the list. Facebook lends itself to ad personalisation however, the algorithm may be triggered due to ‘over-personalised’ content that can appear invasive, pushy and intrusive.
10. Incorrect grammar
This may seem harmless but Facebook may reject ad copies with excessive incorrect grammar usage as this may also negatively affect users’ experience in the platform.
This also includes improper use of symbols, incorrect spellings and unnecessary capitalisation of words and letters.
Tracking the effectiveness of your marketing campaigns is crucial. One of the most effective ways to do this is by using UTM parameters.
What Are UTM Parameters?
UTM stands for Urchin Tracking Module. These parameters are tags that you add to the end of your URLs to track the performance of your campaigns across various traffic sources. When someone clicks a link with UTM parameters, the tags are sent back to Google Analytics, allowing you to see detailed information about your campaign traffic.
Why Use UTM Parameters?
You can see where traffic is coming from, which campaigns are driving the most clicks and which channels are most effective.
The Five UTM Parameters
There are five main UTM parameters you can use. The first 3 are the most commonly used but you can choose to track all 5.
Traffic Source (utm_source): Identifies where the traffic is from (e.g., Google, Facebook, newsletter).
Medium (utm_medium): Specifies the marketing channel. E.g., CPC (paid ads), Meta, LinkedIn, GBP, email
Campaign Name (utm_campaign): Name of the campaign to be able to easily identify it (e.g., spring_sale, black_friday).
Keyword term (utm_term): (Optional) Identifies paid search keywords.
Content (utm_content): (Optional) Differentiates similar content (e.g., internal-image, video-15-sec)
How to Find UTM Parameters in Google Analytics (GA4)
Click on Reports >> Acquisition >> Traffic Acquisition. Then click on the blue + icon to add secondary dimensions. Under Traffic Source, you’ll be able to track the following parameters:
Source
Medium
Campaign
Content (Can be accessed via Explore)
This is why it is important to establish a UTM naming formula to make it easy to identify the campaign.
GA4 allows you to go beyond these parameters and create even more should you wish. These include:
utm_creative_format: the type of creative, like display or video
utm_marketing_tactic: the marketing tactic you used, like retargeting
utm_source_platform: The buying platform that directs traffic, like Search Ads 360
Keep in mind that UTM parameters are case-sensitive. If you use ‘Google’ in one parameter, and ‘google’ in another, they will be tracked separately and you will have to spend time collating the data. Generally, you’ll want to make sure you are using the same parameters for consistency and tracking, especially when it comes to the campaign name.
Also note Spaces will be assumed to be a different link. E.g., ‘Spring Sale’ vs ‘SpringSale’. Instead, use hyphens to represent spaces. Figure out a format and stick with it.
If you have three different locations for your links leading to the same page on your website, you can change the ‘Content’ tag to reflect the referring location.
For example, you’ve added 3 links on your newsletter leading to your home page and you want to identify which of the 3 links had the most clicks, you can differentiate them like so:
You only need the core UTM parameters - source, medium, and campaign for most tracking needs. These cover the basics of where your traffic is coming from, how it is delivered, and which campaign it is tied to. Optional parameters like content and term are useful for more detailed tracking, such as distinguishing between multiple ads or keywords, but if they’re not relevant to your analysis, there’s no need to include them.
Tip # 1: Use a URL Shortener
To make your UTM links look cleaner and more user-friendly, use a URL shortener. There are lots of good URL shortening services which are usually paid for such as Bitly, Short.io and Rebrandly. A free alternative is Tinyurl.
Tip # 2: Track Your UTM Links Inside a Spreadsheet
Keep a record of your UTMs to ensure that your marketing team all have access to the relevant data.
Create columns for the appropriate UTM parameters and all additional details. Here is an example of a Social Media UTMs table.
Many SEO companies promise first-page rankings to attract clients but the reality is that no one can guarantee such results. Search engine algorithms, particularly Google's, are complex and constantly changing. Rankings are influenced by numerous factors, including competition, keyword difficulty, and user behaviour, making it impossible to ensure a specific ranking. When a digital marketing agency guarantees first-page rankings, it’s a sign that you should steer clear.
No one can guarantee a #1 ranking on Google
Google itself warns: "Beware of SEOs that claim to guarantee rankings, allege a 'special relationship' with Google, or advertise a 'priority submit' to Google. There is no priority submission for Google. The only way to submit a site to Google directly is through our Add URL page or by submitting a Sitemap, and you can do this yourself."
SEO is about 75% knowledge and expertise and 25% ‘educated-guessing’. Google is transparent about some aspects of what they’re looking for when ranking sites but frustratingly opaque in other facets. Whenever there’s an algorithm update, SEOs spend weeks puzzling over clues to determine the changes that were made and the impact on sites.
No one has complete insight into what propels a site to the top of the search results. What we know are the best practices that websites need to follow and some pro tips to give you a competitive edge, but there’s still some (educated) guessing involved.
Basically, you can’t guarantee something you have no control over. SEO agencies don’t make the rules; Google does.
What Dubious SEO Companies Have in Common
So, what’s the deal with SEO companies that promise first-page rankings? While they might get you on the first page of Google results, there’s often some fine print involved:
Obscure Keywords: They might rank your site for long-tail keywords with very low search volumes, offering minimal value.
Paid Advertising: Some use Google Ads to place your site on the first page, which isn’t the same as organic SEO and requires continuous payment.
Black or Gray Hat Techniques: These can temporarily boost rankings but often lead to penalties from Google, harming your site in the long run.
Artificial Traffic: Some use bots or manipulative tactics to inflate traffic numbers, which don’t lead to genuine engagement or conversions.
What Can Help You Rank Higher With Google
First, hire an SEO company that doesn’t make promises they can’t keep. A qualified SEO firm will promise deliverables like:
Keyword Research: Finding the right keywords means striking the right balance between too broad and too narrow. An SEO agency will conduct in-depth research to identify the terms people use to find your business, as well as those used to find your competitors.
Content Creation: Producing quality content regularly is key. It should be well-written and useful, not just churned out using AI. High-quality content engages your audience and provides value.
Site Optimisation & Technical SEO: SEO isn’t just about keywords and links. Google values user experience - this includes site speed, mobile usability, and the overall structure of your website.
Link Building: This involves outreach and establishing backlinks from reputable sources. Genuine link building is essential for SEO but can't be guaranteed in terms of numbers.
Google Business Profile (GBP): For small businesses, actively managing your GBP can significantly improve local search rankings.
A Few More Things to Look for in an SEO Agency
Transparency: Your SEO agency should be open and clear about the strategies they're implementing and the progress being made.
Responsiveness: Expect timely responses to your queries and proactive communication about your campaign's status.
Training: A good SEO consultant will provide training to help you understand the basics of SEO and how you can help maintain your rankings.
Realistic Expectations: Effective SEO is a Long-term Investment.
Immediate results are rare, and it often takes several months to see significant improvements. Be wary of companies that promise quick fixes or guaranteed rankings.
By understanding these points and setting attainable targets, you can make informed decisions and achieve sustainable growth through effective SEO strategies.
Boost your YouTube presence and rank higher in search results with these proven strategies.
YouTube's main SEO factors are:
Your video’s title
Description
Tags
Metadata
Watch time
Engagement
To control and improve your performance on these factors, here are nine tips and tricks.
1. Optimise video file name
Not only does renaming your video file name organise your files, it also enhances your video’s SEO. Since search engines cannot watch videos, they read the file names to understand what the video is about.
Use a descriptive file name, add in your main keyword, and keep it to a maximum of 255 characters.
2.Improve video title
Your video’s title is one of the first things people see so you want to keep it short and catchy. The recommended length is around 60 characters and don’t jam it with search terms.
Use 'power' words and keywords naturally and ensure that it accurately reflects your video’s content to avoid 'click-baiting'.
Here’s an example of a catchy video title from Gordon Ramsay’s YouTube channel:
Gordon Ramsay Turns a Full Scottish Breakfast into a Sandwich
Another example is a video title from Simon Sinek's channel:
Empowering Leaders: Simon Sinek's Guide to Success | Full Conversation
In these examples, their well-known names were also included in the title as they will immediately catch the attention of users.
3.Maximise video description
Add something new to your video description that’s not on your video’s title and thumbnail.
Hook viewers with a mini sales pitch of your content and ensure that this contains enough information for the search engine about the video’s topic.
Using 150-300 characters, you should include:
An attention-grabbing statement, question, or fact that makes viewers want to learn more.
Benefits: what will viewers gain by watching your video? Specify exactly what these are.
Keywords: remember to use them naturally.
For example, your perfect video description might look like this:
"Tired of [focus keyword]? Our video reveals the top 3 secrets to finally [benefit of using the focus keyword]. Watch now and transform your [area the focus keyword applies to]!"
Include a short paragraph that describes your business near the end. Lastly, add links to your website and other social media channels and include the full URL: 'https//…'
4. Design an effective video thumbnail
Videos with an optimised thumbnail have a 15% increased chance of being clicked or viewed. Your thumbnail acts as mini billboard for your content, so it is crucial to make a strong first impression
Keep it simple and avoid clutter so viewers can grasp the video’s concept at a glance.
Use high-quality images as low-resolution or blurry thumbnails turn viewers away.
Bright, bold, and vibrant colours with strong contrasts help your thumbnail stand out.
Overlay it with large, easy-to-read text that highlights what viewers will gain from watching your video and incorporate keywords naturally.
For example, here is Simon Sinek’s simple video thumbnail with captivating and easy-to-read text.
Another example is 60 Minutes Australia’s thumbnail with an attention-grabbing title, bright colours and strong contrast on the imagery:
5. Add closed captions and transcripts
To make your video accessible to everyone, adding captions and transcripts should be a default.
It also helps viewers understand your content better and allows people who prefer watching videos without sound or are in a sound-sensitive environment to consume your content. Viewers watch captioned videos up to 40% longer.
Additionally, closed captions and transcripts help search engines index your video more effectively and match it with relevant search queries.
Naturally mention keywords into your video so they show up in the transcript.
If possible, offer captions and transcripts in different languages. This can significantly increase your potential audience reach.
Ensure proper formatting for readability. This includes using timestamps, paragraph breaks, and proper spelling and grammar.
6. Create video playlists
Creating playlists of your videos is important for your YouTube ranking because it enhances viewer engagement and watch time – two key factors in YouTube’s algorithm.
Playlists encourage viewers to watch multiple videos in a sequence, increasing the total time they spend on your channel. This signals to YouTube that your content is valuable and engaging, which can lead to higher rankings in search results and suggested video sections.
On top of that, playlists help organise your content, making it easier for viewers to find and consume more of your videos, further boosting your channel's visibility and performance.
Here are a few examples of Gordon Ramsay’s playlists on his channel which also allows viewers to select a playlist based on their interests:
7. Add video Schema markup
Google tries to automatically understand details on your video but adding a schema markup is like adding subtitles for search engines. Without a video schema markup, Google may not show your video pages in search results.
Use Google's Video Object Schema: This is the specific format for marking up videos with schema. It includes key properties such as video title, description, thumbnail URL, upload date, and duration.
Detail Specification: Ensure you provide accurate and comprehensive information for each property when creating your schema markup. This includes the video title, a detailed description, the URL for the thumbnail image, the date the video was uploaded, and its duration. Precise details improve the chances of your video being accurately indexed and displayed by search engines.
Code Generation: Use free online tools to generate your video schema markup code. You simply enter your video's details and the tool creates the necessary code for you. Some popular options include Google's Structured Data Markup Helper and JSON-LD generators.
Code Implementation: After generating the schema markup code, integrate it into the HTML code of your web page where the video is embedded. This typically involves adding the JSON-LD script to the <head> or <body> section of your HTML document. Proper implementation ensures search engines can read and process the markup effectively, enhancing your video's visibility in search results.
8. Select relevant tags
Tags are essential keywords that assist viewers in finding your video on YouTube.
First set up your YouTube channel’s tags which are keywords or phrases that describe the overall theme, content, or focus of your channel.
Under Settings, go to Channel and add your keywords under 'Basic info'.
Every time you upload a video, add tags which function as labels that categorise your video content, making it easier for those searching for specific topics to discover your video.
Choose tags that precisely represent the content of your video. This improves your video's visibility and ensures it reaches the right audience. Adding a mix of broad and specific tags can help cover a wider range of search queries, increasing the chances of your video being found.
9. Optimise video end screen
An End Screen, also known as an "End Card", appears in the final 5-20 seconds of a video. YouTubers use End Screens to promote other videos, playlists, merchandise, and external websites. They are an effective tool for increasing views, traffic, and subscribers.
Here's how it works:
When a viewer finishes watching your video, the End Screen encourages them to take further actions, such as watching more of your videos or subscribing to your channel. You can link to other videos and playlists, and include a prominent subscribe button on-screen.
Use an End Screen effectively by choosing what to promote. YouTube allows you to promote four "elements":
Subscribe Button: A clickable button that lets viewers subscribe to your channel.
Video or Playlist: Direct viewers to a specific video or playlist, either from your channel or another channel.
Channel: Link to another YouTube channel you want your audience to check out.
External Site: Direct viewers to your website or approved external sites.
It's best to use only 2-3 elements in each End Screen to avoid clutter and ensure your viewers know where to click.
Here are some examples of optimised End Screens:
Gordon Ramsay’s End Screen includes 3 elements: 2 videos and an image linked to his channel.
Simon Sinek’s End Screen includes only 2 elements: a suggested video and a link to his channel.
60 Minutes Austalia’s End Screen has 3 elements: 2 recommended videos and a link to their website.
Finally, once your video has been uploaded, make sure you like it and ask others in your team to also like the video.
Here are seven steps you can put into action immediately to enhance your chances of increasing your followers.
Before we dive in, what exactly is an Instagram Bio?
Instagram bio sits beneath your profile picture and is used to describe what users can expect from you.
A bio includes:
A display name (aka the name field)
Page category
Pronouns
150-character description
Five external links
Contact information
This is one of the first things your audience will look at, and for those brief seconds of attention, you want them to see WHY they should stay on your page and follow you. Your bio should let them know who you are and what you can offer for them.
1. Revamp your Display Name
Your profile or display name is like a “headline” for your bio, so ensure that it is correct and that you are leveraging it - as in use keywords in here.
Instead of putting your whole name here, you can add your first name or business name, and include a title or a phrase on how you want people to find you. Instagram allows you 64 characters for your display name.
For our examples, we will use a bakery called “Cupcake Mania”. Currently, the bio looks like this:
First step, let’s improve this name by adding a mini description.
Cupcake Mania | Baker & Pastry Chef
This way, when people search for a baker or a pastry chef, the page has an increased chance of showing up in their results.
2.Choose a Page Category
In this example, we should have "Bakery" especially if there is a physical shop. Otherwise, you can add "Entrepreneur" here.
Expert tip: Choosing "Entrepreneur" as your page category allows you to access the full music library on Instagram Reels and Stories.
The page category and pronouns are optional and do not count towards the 150-character limit.
Simply tap on "Edit Profile" and type in that new display name.
With these simple first steps, it now looks like this:
3.Refresh those 150 characters
This limit may not seem a lot, but you’ll later see that you can use other tools to add more details in your bio. Right now, you have to input some crucial information about you or your business that will grab your audiences’ attention.
- Add a Value Statement
Now that you already have your name/business name and some keywords on how people can find your page, you don’t have to include these on your bio.
You have to decide on a value statement. In other words, what you can offer to your audience. Keep it straightforward.
Value statement example for Cupcake Mania:
We make personalised cupcakes & pastries for any occasion - large or small
With 74 characters, you were able to let your audience know something new about your business that may be exactly what they are looking for.
- Build your Credibility
At this point, your audience may think that they’re on the right page if your value statement resonates with them. But how can they trust you?
Your audience will most likely look at your posts and the number of followers you have to identify whether your page seems trustworthy or not.
In your bio, you can add information on why your business is credible.
For our example, you can add something like:
Whisking Since 2012 - which shows your experience
100% Vegan Delights - if your target market are mainly vegans
Featured in NZ’s Top Bakeries for 2024 - highlight any awards or relevant accreditations
Adding a credibility statement will definitely set you apart from your competitors.
The bio is looking much better already:
4.Where they can find you
For brick-and-mortar businesses, you can include a location link that shows on your bio.
You can do this on an Instagram business account by selecting "Business Address" still within the "Edit Profile" function and filling out the relevant information about your location. Once you’ve saved the changes, the address will be visible to anyone on Instagram.
It will appear as a linked address that opens up real-time directions to your store.
For example, Cupcake Mania adds its business location:
5.Maximise the use of Links
Instagram 2024 bios allows you to add 5 clickable links. Although these do not count toward your character limit, only the first link is automatically visible to your audience. The next 2-5 links are then shown once the "see more" option is clicked.
Most will select their website to be first - could be the homepage or a specific page within the site. After web pages, you may want to include your other social media pages.
- Linktree
A solution to this “only one link immediately visible” challenge is Linktree, also known as the "link in bio tool".
With this free tool, you can create and customise your own single link that serves as a landing page for an unlimited number of links to various web pages, social media channels, and other online content you’d like to share.
If you cannot decide on which link you would like to spotlight, you can add all your relevant links to your Linktree and direct your audience to different destinations from a centralised location.
Cupcake Mania adds a customised Linktree to their bio:
6. Add an Action Button
When you open an Instagram page, you will usually see the "Follow" and "Message" buttons. Another thing you may see in that bio space for business pages is an Action button.
To add an action button, open your Instagram business profile, select "Edit Profile", under "Public business information", you can find action button options:
"Contact" - to be contacted via phone or email
"Call" - to be contacted via phone only
"Learn More" - to add lead forms
"Book Now" - to book an appointment
"Reserve" - for reservations
"Order Food" - to get food deliveries or takeaway from your business
To add a "Contact" button, check that you have contact options such as your phone number and email. Ensure that the "Display contact info" toggle is switched on, which will then create a "Contact" button beside the first two buttons on your bio.
Other action buttons require you to have an existing account with a third-party app, website, or partner to use these.
Cupcake Mania's bio now looks like this to their followers:
7.Final Edits & Review
You have now included the key items you want your Instagram bio should have - a value and credibility statement, your location, relevant links that redirect your audience to your preferred landing page, and a contact button that makes it easy to reach you.
Use a few relevant emojis to add colour to your bio or use them as a way to bullet your information.
Finally, you can always edit your bio by identifying and applying your brand’s voice and writing catchy phrases to further get your audience’s attention. Here’s the final crafted Instagram bio for our example:
With only 135 characters used here and by knowing how to maximise different Instagram tools, your Instagram bio has been boosted and you will have improved the searchability of your Instagram account.
Decoding Instagram's algorithm is crucial for gaining visibility and engagement. In this article, we'll delve into a series of tips and hacks tailored to enhance your Instagram strategy.
1. Value Proposition
This refers to a statement that summarises why a customer should choose your product or service instead of your competitors.
On Instagram, you’re not just promoting your company. You’re encouraging people to choose YOU and your content over others.
Make sure that your Instagram bio is optimised to let your audience know what you offer andwhy they should follow you. Here are some examples:
Lulelemon tells its audience that they provide inspiration and includes a hashtag which allows people to easily view related content.
Claire Turnbull’s bio states her qualifications alongside what users can expect to see.
By doing so, you set the expectations for your audience, and will gain followers who enjoy your content and will engage with them.
2. Story Highlights
Another Instagram feature you need to take advantage of is its Story Highlights.
Highlights are collections of your stories that are pinned at the top of your page, just below your bio. To add your highlights, you can click on the "New" circle and choose stories from your archives. Name your collection and add a cover either from a thumbnail on the story or a custom image from your device’s album.
Here’s an example of a property developer’s story highlights with customised thumbnails:
Your highlights allow you to show who you are and your most relevant or appealing content. This enhances viewer navigation and extends the visibility of your Instagram stories beyond their 24-hour lifespan, offering a lasting impression of your curated collection.
Highlights contribute to a well-organised, engaging, and visually appealing page that can, in turn, positively influence Instagram’s algorithm.
3. Posting Reels
Instagram’s algorithm will show your short-form video to non-followers, making it an ideal way to grow your IG followers.
In May 2024, Instagram updated its algorithm to benefit smaller creators. When using trending music for your Reels, your content will be intentionally shown to a small group of non-followers instead of immediately competing with large pages’ content. If your reel performs well in this subset of viewers, it will be recommended to more people as long as it still has a good performance. Take advantage of this opportunity and get creating high-quality reels.
Expert tip: When posting Reels on Instagram, make sure that there are no watermarks from third party apps you may have used to edit the video. Otherwise, create your Reels directly on the app. Instagram’s algorithm appears to favour original and high-resolution content.
4. Avoid Engagement-baiting
Instagram has become strict about what people post; usually prompting warnings to those who use language that urges people to engage with their posts.
Try to avoid "engagement-baiting". You may have seen posts which say "comment ‘yes’ to claim…", "tag a friend for a free…", or other captions and content which urges their audience to share and/or react to the posts.
If Instagram’s algorithm detects this on your post, your content may be removed or is ranked lower in the feed.
If you have dedicated followers who look forward to your high-quality content, their active engagement should come naturally.
5. Encourage Engagement
Use these tips to increase the engagement of your posts without violating Instagram’s guidelines:
Ask for your audience’s opinions "Let me know in the comments what you think about…"
Be genuine about your intent "If you found this advice helpful, share it with your friends…"
Use Instagram’s engagement-driving stickers such as Questions, Polls, and Emoji Sliders. Interactions are a huge factor for the algorithm.
Expert tip: Comment on your own posts or reply to your own story stickers to encourage others to do the same. Add questions of further context through comments to start conversations and make sure to react and/or reply to all replies.
6. Use of Hashtags
Many people ask - "are hashtags dead on Instagram?".
Let’s settle this - no, they’re not dead, and hashtags are still recommended. You can add up to 30 hashtags on your post, however, we suggest to only use 3-10 relevant ones.
Where should you put your hashtags?
You can put them either in the caption or in the comments. Instagram’s algorithms will read those hashtags regardless of the position. Hashtags enhance searchability and visibility. Use popular and niche-specific ones to reach broader audiences. Also create and use a branded hashtag for brand recognition and simplified content search by your audience.
Taplink conducted research and saw that for accounts with less than 5k followers, posts with visible hashtags in the captions perform better in terms of engagement. So, if you have 5k followers and less, add those hashtags on your caption.
7. Link in Bio
We usually see content that includes "See the link in my bio for…" when we need to refer our followers to external links.
There are ongoing debates whether Instagram is intentionally restricting content that uses these phrases, as this action leads users outside of the platform.
But is this true? Does telling my audience "click the link in my bio" decrease my engagement?
Well, yes and no.
Instagram has recently updated that users can now add up to 5 links in their bio, but only the first link is visible on your page.
Leading people to the link in your bio is an effective way to get them to your desired location. However, casual scrollers probably won't stop scrolling to go to a link in the bio. Chances are, they would just keep scrolling.
For your brand on Instagram, try to limit the use of these phrases. Instead of always using the link in your bio, you can also use the comment section which then enhances engagement.
8. Engage with Larger Pages
Network or engage with larger pages within your niche boosts your own page. Find similar content and target audiences, likely among pages you already follow. Add thoughtful comments on their content and this may lead to collaborations or shout-outs. Avoid generic messages to maintain authenticity.
9. Repurpose Content
Reposting old content may be tricky when your audience realises that they have seen the posts before and are confused as to why you’re reposting them. The worst that could happen is that they call you out for recycling content if you repeat this often and potentially unfollow your page.
We think if you select popular content from a reasonable time period before, like more than 4 to 6 months ago, you will be fairly safe to repost and maybe just freshen up the caption.
Don’t forget to check if there’s any content you can update. For instance, your "2023 Autumn Fashion Tips" that performed well could be updated for this year.
Another tip is to repost or share your content on other platforms.
Always link back to your original Instagram post or page. This way, when people see your content on other platforms, they can go to your main Instagram page and see what other content you share which may appeal to them.
10. Consistent Posting
Instagram’s algorithm favours pages and accounts that are consistently active and this increases the possibility of your content being shown to your followers and target audiences.
Consistency in posting schedules not only aligns with Instagram's algorithm but also signals reliability to your audience, reinforcing your brand's commitment and reputation.
Consider scheduling prepared content for automatic posting, available for posts and reels with a Business or Creator account.
On the Instagram app, in the prepared post, go to Advanced Settings and toggle the Schedule switch on. Choose the date and time you want your content to be published and click Share. You can also edit or delete these posts by going to Scheduled Content within your menu.
You can also schedule up to two weeks in advance using Meta Business Suite.
11. Quality not Quantity
While staying active and maintaining a consistent posting schedule is advised, prioritise content quality over quantity. Avoid posting solely for the sake of it, as this can overwhelm your audience and diminish engagement. Unsatisfactory content may lead to decreased post performance and be tagged as low-quality by the algorithm.
12. "Am I Shadow Banned"?
"Shadow ban" is usually experienced on X (formerly Twitter) resulting in decreased post reach and engagement. Instagram also encounters this restriction, limiting content visibility to your audience.
Instagram does not technically use the term “shadow banned” but they do provide guidelines on page activities that may cause restrictions on your account.
To check your page’s status, go to Instagram - Settings - scroll down to "Account Status" where you will see this:
This lets you know if there are any restrictions on your page and what actions you need to do to fix this.
Managing online reputation effectively is crucial for businesses. According to Invesp, 88% of customers say that their purchasing decisions are influenced by online reviews as much as personal recommendations.
While negative feedback cannot be eliminated, it can be managed and leveraged as a source of valuable insights. It is impossible to please everyone, which means someone inevitably is going to say something negative about your business on social media or online review platforms such as your Google Business Profile.
According to a study in the Journal of Consumer Research, customers are more likely to share negative experiences twice as much as positive experiences. Therefore, it is important to find and utilise ways to manage negative online reviews and their potential impact on your business.
Here are 10 pointers on how to handle negative feedback:
Avoid engaging with trolls and defamatory reviews
Respond promptly and mindfully
Don’t delete genuine comments
Take sensitive conversations offline
Acknowledge criticism
Find solutions and potentially turn critics into fans
Use feedback as fuel for growth
Handle negative posts professionally
Request the removal of fake and misleading reviews and delete comments that only serve the trolls
Have a heart
Keep reading to learn how to integrate these valuable tips.
Don’t feed the Trolls
Keep an eye out for people just looking to cause trouble.
Troll-baiting can get ugly quickly. Avoid confrontation.
If a review is clearly defamatory ask the site to have it removed.
You can also block the user on Facebook.
Engage Mindfully
Be mindful of negative comments and respond to the complainer as quickly as possible. Ignoring a problem is only going to make things worse. Negative comments, when left unattended, tend to snowball quickly. When someone expresses a negative opinion about your brand, respond calmly and courteously. More importantly, avoid getting personal and never engage in an attack or retaliation.
See this example showing how Eden Orchards was able to use this feedback on their ad to explain their packaging choice.
Don't delete the comment
Deleting valid comments will anger the customer and they might end up telling more people about this experience.
Instead of deleting, respond by acknowledging the situation and that you would like to come to a resolution and offer a means of contact offline. Social media can be a great channel to surface a problem, but it's not always a great place to try and solve it.
There's nothing to be gained by picking a fight with a customer or community member online, and it can put the brand reputation at risk.
Find a Solution
When dealing with complaints, it is crucial to discern between customers who are simply venting their frustrations, and those who are genuinely sharing their experiences to help you identify what needs to be improved in your business.
Through these complaints, you may decide to act proactively and find solutions for your customers and discover how your business can develop moving forward.
Remember not to take these complaints to heart, embrace the criticisms as these will help improve your business. In a survey conducted by Harris, it found that among customers who received responses for their negative reviews, 18% of those became loyal customers as a result. Now that’s a turnaround any business would be happy with.
Use Feedback as Fuel for Growth
Criticism or complaints online can be painful, but in reality, they're a gift.
Consider critical posts as opportunities to identify weak links in your operations, communications, or customer service processes. Even if you can’t solve the problem immediately, simply acknowledging the issue, apologising, and communicating what you're doing to investigate or address the problem can go a long way towards mending fences with an upset customer.
Often, the act of communicating and acknowledging the misstep can turn a critic into a fan, simply because many companies don't do it well or at all.
Dealing with Negative Posts and Trolls
Community dialogues, such as on social media, should be authentic and balanced. A degree of negative feedback is to be expected and at this point, you know how to avoid trolls, directly address concerns, and find solutions.
However, there are some matters that require further attention: for example, posts with offensive and sensitive material and those with profanity may be immediately taken down or deleted.
Extreme trolling is also an entirely different matter. If they repeatedly breach your community guidelines, you can ban the user from your page. If they violate Facebook's terms, do not hesitate to report them.
Never get personal
Be considerate and provide a unique response, but avoid getting personal and never engage in an attack or retaliation.
Request Fake or Misleading Reviews Be Removed
Reviews may not all be reliable - some users mistakenly review a company that has a similar name or possibly spam. When reported to the platform, these types of reviews may be removed because they typically violate terms of service agreements.
Have a Heart
Remember, behind these negative comments, complaints and criticisms are people who may have felt dissatisfied with their experience in your business.
Keep in mind that their complaints are valid and what may seem straightforward to you may seem confusing to the customer. So be patient, address their concerns by also apologising, and find solutions.
Google Search Console (GSC) is a free tool provided by Google that helps website owners monitor their website's performance in Google search results and will alert of any technical SEO issues. By connecting your website to Google Search Console, you can see how many people visit your site, which keywords they used to find your site, how Google crawls and indexes your website, and if there are any issues with your site that need resolving.
Below are some of the tasks you can accomplish using GSC:
Monitor how your site is performing on Google
Submit Sitemaps and Individual URLs for Crawling: A sitemap is a file that provides information about the pages on your site to search engines. By submitting your sitemap, you help Google better understand the structure of your site and index its content more effectively.
Check Indexing Status: See which pages of your website have been indexed by Google and which ones have not.
Identify and Fix Errors: Google Search Console alerts you to any crawl errors, server errors, or other issues that may be affecting your site's visibility and ranking on Google. By addressing these errors promptly, you can ensure that your website is more search engine-friendly and user-friendly.
And more
Why do businesses need to have Google search console connected to their website?
This is a valuable tool for understanding how their websites are performing in search results and identifying potential issues that could be affecting their website's visibility. By monitoring the data in Google Search Console, business owners can optimise their website's content and structure to improve their search rankings and drive more traffic to their website.
To find out how to connect your site and a comprehensive guide to the various tools within GSC, check out SEMrush’s GSC 2023 Guide
