Today’s marketer is no stranger to SEO and social media. Yet if you ask how to optimize this data in the domain of programmatic display, you’ll probably hear crickets. And browsing the internet for answers is likely to secure information that is vague at best.
Given the abundance and variety of social and SEO data available to leverage, the absence of popular guidelines is a surprise. Social metrics are used to improve SEO, so why not apply the same rationale to the world of programmatic display?
Imagine this real life scenario: You are a campaign manager and you are building a whitelist of sites to target with an upcoming display campaign. You’ve gone through multiple steps using analytics and other tools to create a lengthy list that you think will do the job. You want to ensure that the websites on your list are both relevant and of the highest quality. Have you consulted SEO and social data for the domains that you’re planning to target?
Both SEO and social indicators should suggest that websites are worth targeting and impressions are worth buying.
Consider social and SEO variables in tandem. If Domain Authority is significant, Established Links (or backlinks) have volume, there are a variety of Root Domains, and Social Metrics match the story.
An ideal websites will look something like this:
If you’re considering a website similar to the one below, chances are you need to stay away from it:
You can describe the overall quality of a website by using the social metrics from Facebook, Twitter and Google+ as variables:
In this index, w is a weight that you assign to each social variable and is based on the relative importance you ascribe to each social network. Calculate the rank variable in such a way that it will produce a score from 1 to 10. For example: w1=.2 w2=.4 and w3=.4.
Once you’ve attempted the above calculation for the sites on your list, narrow down the selection by focusing on sites with a score of 5 or higher.
The ultimate goal here is to target overall higher quality sites with a) positively correlated SEO and social scores and b) more engaged audiences. This will help you avoid targeting clickbait websites that generate large volumes of visits but fall short when it comes to quality of visitors and how engaged they are with the content.
If you’ve built a website whitelist and are about to upload it to your DSP for the planned campaign, just remember to evaluate the social worth of a website as a final quality check.