Social media marketers are facing a problem right now that they don’t want to admit, but it’s ruining their traffic.
What is the problem? Well, basically all social managers are using a random URL slug on social media. And I am here to show you how this issue could be costing you online conversions and website visitors.
Instead of sharing links like these on social media…
…we should really be making our link shareable with parameters that look something like this: http://site.com184225 or http://site.com/%5Bname of business%5D-for-the-best-%5Bvalue proposition keyword%5D
So why is using a random URL slug such an issue? Well, when you use a long, random string for your social media shares, it just looks unprofessional and can come across as spammy to your targeted audience.
The longer the link share on Facebook or Twitter, the more characters that will show up in the feed…which means less room for organic marketing messages from other businesses. So not only do you lose out on clicks, but so does your competition! Plus, did I mention it’s unprofessional and will hurt your clickthrough rates if shared over and over?
Now, I know what you’re thinking… “Great! So what do I do about it?” Well, creating a custom URL slug is a very easy process that I will show you in this article.
First off, the first step for this should be done within your website CMS – by an employee or web admin. If you don’t have access to create these changes on your own site, contact the person responsible and mention this post. They should be able to assist with setting up a new keyword parameter or custom URL slug so that you can use them across all of your online properties – social media profiles included.
In order to set up a custom URL user name for your social media accounts, you need to determine which social media account it will be most beneficial.
For example, if you are targeting local customers in your area, Facebook may be the best choice for creating a custom URL slug. If you are targeting people that want to learn more about your niche or industry, Twitter might be the better way to go.
So let’s say we run an ecommerce store focused on selling shoes and accessories at affordable prices…our URL slug could look something like this: http://site.com/shoes-for-the-best-deals/. This is much easier for our potential customers to remember than http://site.com/2w34kd053fjlkndjld/ (this might be a random combination, just to use as an example).
Now you would do the same thing for all of your social media profiles. So in this case, our Facebook page could be http://site.com/shoes-for-the-best-deals/, while our Twitter profile has the custom URL slug of http://site.com/affordable-shoes/. All of these links will redirect back to your site with proper tracking codes in place in order to properly track conversions and ROI. You can also add in parameters like “?utm_source=facebook&utm_medium=social” (or whatever makes sense for your business) at the end of each link in order to better track where your traffic is coming from.
Now when you share these links with your social media following, it will look a lot more professional and will likely improve your clickthrough rates because people can easily remember the link. In addition, they are also much easier for search engines to read which means better rankings in the SERPs. So if most of your potential customers are going to be typing in your keywords into Google, then creating a custom URL slug is an important part of your SEO strategy…and most companies aren’t doing it!
That’s why I highly recommend that all online marketers begin using a custom URL with a keyword parameter or “slug” so that their URLs stand out from the rest and have betterthrough rates.
So now that you know why creating a unique URL is so important, let’s take a look at how to set them up.
This process will vary for each CMS. However, the basic idea is the same no matter what platform you are using. You just need to find where your URLs are formatted and create a new “slug” for it.
For instance, here is an example of WordPress formatting: http://site.com/%post_id%.html
And if we wanted to edit this, all we would have to do is change %post_id% with one of our own keywords – like “shoes” or “affordable shoes” or whatever your URL slug might be. You can also change the .html in the end with your preferred file type (e.g., .htm, .php).
Once you’ve created a custom URL like this for all of your social media profiles, it will make it much easier to share them on social media channels since they are branded and include keywords that are relevant to your industry or niche.
And more importantly, if people click on these links from search engines or social media posts…your site will not 404 anymore! It looks so much better when you get more traffic from real customers instead of wasting it because Google thinks your page is gone forever!
So go ahead and begin A/B testing your URLs today by using a unique keyword
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