The Web As You Know It Is Over (and What You Can Do About It)
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Transcript of The Web As You Know It Is Over (and What You Can Do About It)
The Web As You Know It Is Over
Matthew Knell, VP of Social Media, about.com@matthewknell
(and What You Can Do About It)
#orlandoix15
#orlandoix15
• 85 million people visit about.comevery month
• 13th largest site on the Internet
• 1,000 Experts on topics from parenting to technology, healthcare and cooking.
• Each month more people check out About.com than Pandora, Twitter, Buzzfeed, Linkedin or Netflix.
Sources: ComScore, about.com internal metrics
#orlandoix15
4Reasons
WhyThe Web
You Know Is Over
Reason #1Mobile is finally
the primary platform
Photo: Osborne Luggable from http://www.oldcomputers.net/osborne.html#orlandoix15
Mobile has won
People spend more consuming media on their mobiles than their desktop or laptop and have for the
last two years.
Taken from, and I highly recommend you read Mary Meeker’s seminal Internet Trends Report: http://www.slideshare.net/kleinerperkins/internet-trends-v1#orlandoix15
In 2015, mobiles and tablet visitors have accounted for
more page views than desktop visitors.
Source: about.com internal stats, 2015#orlandoix15
Reason #2Search isn’t as
dominant anymore
#orlandoix15
Facebook can drive more traffic then GoogleMedia sites got more traffic from Facebook than Google in July 2015
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Major publishers
Source: SimilarWeb, Jul-Sep 2015
Site Social SearchRefinery29 38% 24%
HuffingtonPost 22% 36%
BuzzFeed 51% 13%
Mashable 43% 24%
Quartz 40% 22%
NY Times 20% 23%
WSJ 13% 33%
CNN 11% 20%
Fox News 9% 21%
Mother Jones 48% 18%
Gawker 13% 18%#orlandoix15
Pinterest = emerging as the
new searchPinterest is fast becoming a search engine for people’s passions and desires.
It’s a new “human edited” search engine.
#orlandoix15
social visitors are
24%more engaged thansearch visitors
Source: about.com internal stats, Jan-Aug 2015#orlandoix15
more engaged than the average social user
Pinterest visitors are
108%
Reason #3The line
between media and distribution
is blurring
#orlandoix15
Traffic increasingly lives in closed systemsRequires content creators to understand and play platform rules and create content in more places.
#orlandoix15
Hybrid hosting
• Facebook hopes “Instant Articles” will make content load faster for users by hosting third-party content on their servers.
• Washington Post has committed to publishing 100% of their content this way.
• Google and Twitter are working on their own versions.
More about Instant Articles: http://instantarticles.fb.com
#orlandoix15
Apple News• Personalized content on your iOS
device.
• New with iOS 9.
• Allows for more elegantly designed content.
#orlandoix15
Fully distributed content networks
• NowThis doesn’t have a website, living entirely on social.
• BuzzFeed BFF is a fully distributed network as well.
• Huffington Post is moving this way too.
#orlandoix15
Reason #4Private is the new Public
#orlandoix15
Source: We Are Social’s Digital, Social and Mobile in 2015 report: http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015
Chat apps
• 4 of the 6 top social networks worldwide are chat / messenging applications.
#orlandoix15
Chat popular amongst all demos
Among smartphone owners 18-29, 49% use messaging apps. But 37% of 30-49 and 24% of 50+ do too.
#orlandoix15 Source: Pew Internet: http://www.pewinternet.org/2015/08/19/mobile-messaging-and-social-media-2015-main-findings/
Snapchat risingExplosive growth in Snapchat in the last two years suggests that more millennials are keeping it “in the network”.
#orlandoix15
#orlandoix15
3Things
You Can Do About It
Thing #1Offer share
tools smartly
#orlandoix15
Limit Share Options
Review the quality and quantity of traffic from social sources.
Only highlight in share buttons the ones you want traffic from.
It’s ok to limit choices.
#orlandoix15
Consider Chat Apps For Sharing
#orlandoix15
USA Today’s FTW saw 3-4x the number of shares to What’s App over Twitter on Mobile
Source: Digiday http://digiday.com/publishers/usa-todays-win-ditched-twitter-buttons-mobile/
Thing #2Optimize your metadata for mobile and
social
#orlandoix15
Open Graph Tags
• Allow you to specify exactly how a Facebook share looks with code on the page.
• Author tags let you specify a Facebook profile or page to associate with a writer to help grow their social audience.
Photo
TitleDescriptionAuthor Tags
More about Open Graph: http://ogp.me
#orlandoix15
Pinterest Rich Pins
• Most Open Graph Tags work with Rich Pins too -little additional work required
• Allows you to customize metadata about pins
• Helps pages show up in Pinterest search
• Come in App, Product, Article, Place, Movie, Recipe Pins
Photo
Title
More about Rich Pins: https://business.pinterest.com/en/rich-pins
Rich Pin in Search Pin Detail Page
DescriptionSite Name
#orlandoix15
Source: about.com internal stats#orlandoix15
in a single week
After enabling Rich Pins,page views from
Pinterest increased
40%
Thing #3
Make sure your content can
work anywhere
#orlandoix15
Consider adding a second “social friendly” title to your content.
Output the second social title in your Open Graph tags to show only in shares.
Social Titles
#orlandoix15
Social Titles
Consider using those social titles on related links and mobile pages too
#orlandoix15
Micro content
Content gives, screens don’t
#orlandoix15
Remember emerging formatsAmazon Echo
Apple TVSamsung Gear VR
Keep your RSS Feeds fresh
Yes, RSS Feeds still matter.
As new content distribution systems grow, make sure you still have update RSS feeds for your content for other uses.
Consider building APIs to allow qualified apps to use your content too.
#orlandoix15
Questions?@matthewknell
#orlandoix15