The following post was written by WeddingWire Education Expert Andy Ebon. Andy is the Founder of Wedding University and The Wedding Marketing Blog, and is an International Public Speaker, Writer and Consultant based in Las Vegas. Andy travels across North America and beyond, presenting to Associations, Wedding Industry Conferences, Regional Gatherings, and Local Meetings.
Search engine optimization is a moving target, with your SEO strategy within your website as the anchor. Your website is the preferred destination for engaged couples looking for a business like yours. However, there are also whole host of social networks (i.e. Facebook, Twitter, Google+, LinkedIn, etc.,) that serve as information conduits for prospects to find your business and direct them to your website.
Having an active social media presence on one or more platforms often results in additional listings in search engine rankings. One area that wedding businesses often overlook is the description for each social network, which can be optimized for search just as your website content.
Social networks will often offer multiple length options (measured in words or characters). A social description is the first strip of text seen when the page or site comes up in a search. These social descriptions can be short or long, depending on the network. Below I outline how you can optimize these descriptions to help boost your off-site SEO.
A short description for a social media page is written much like those embedded in a website. This description is usually written as a complete sentence, but that is not absolutely necessary. Google, for example, skips over prepositions and conjunctions, only considering nouns and relevant adjectives. A short social description might read like this:
Music Man is a San Francisco based mobile music service offering DJs, Emcees, and specialty lighting for weddings, parties, and a wide array of special events.
If the description shown above is too long for a network’s social description, it could be edited for brevity, like this:
Music Man, San Francisco mobile music service. DJ’s, Emcees, specialty lighting for weddings, parties, special events.
It’s not as smooth as the full version, but it clearly includes keywords describing the where and what of the business.
Often 3-4 sentences, these may include more detail about company history, the owner(s) bio, awards, and so on. Not as tightly search engine specific, long descriptions combine targeted keywords with company details like overview and personality.