Archives for SEO

How to Give your Page an Edge on Google+

Now that Google+ Pages has launched you might be asking yourself, do you really need another page for your business?  The answer is yes.  Though there is a lot of debate on whether Google+ is going to be a truly competitive social network for Facebook, there is one area that Facebook cannot compete and that is SEO.

SEO (search engine optimization) is one of the most powerful tools that Google+ has to offer a business.

  1. When you create a page you are instantly indexed
  2. You are creating more backlinks to your website
  3. Direct Connect – Google’s new way to search online

Direct Connect is one of the more interesting elements of the SEO boost. It is trying to give pages more visibility in the search engines. Now if someone is searching for you page all they have to do is  add “+” before your business name, ie. “+Your Business “, and they will pull up your page.

Harnessing Pages for Your Business?

Lets walk through setting up a basic business page and then we will look at how to give your page an edge.

Google+ Pages Create a Page1 . Sign up: Go to:

  • Click “Create your Goolge+ Page”
Google+ Page Categories

Select your category

3. Category: Select the main category for your page.

  • Local Business or Place- this is for if you are primarily local or have a physical location.
  • Product or Brand- if you are creating a page for one specific product item or for a brand. Tip: Bloggers this is where you want to be!
  • Company, Institution or Organization- this is the general business category
  • Arts, Entertainment or Sports- anything having to do with these categories, though often these are people like artists and musician or groups of people like a sports team.
  • Other- If you just don’t quite fit anywhere, you can assign your own category. Tip: I don’t really recommend this unless you have to because you are missing out on the “category” search benefit of Google+.

4. Sub-Category: After you select a main category you will be able to select a sub category that best describes you.

5. Page Name: Enter in your page name. This is what everyone will see as your page name and how people will find you. Do not make it too complicated and keep it to something that is easy to remember.

  • Though vanity URLs are not currently available, they will not be long in coming and you would rather have than as your URL. Keep it clean and keep it simple!

6. URL: Enter in the URL for your website.

7. Age Restriction:You can opt to have age restriction on your page. This is good if you talk about mature issues, alcohol or drugs. The ages restrictions available are 13+, 18+ and 21+.

Google+ Page Profile Photo

Your profile image has a square aspect ratio, pick a photo that looks good cropped to a square.

8. Profile Photo: Your profile photo is your face to the world. You may want to put your logo in here, or a picture of you. But whatever you decide make sure that the picture is square. Unlike Facebook, Google+ Pages give limited real estate to your pic.

9. Tag Line: This is where you get to put some quick little tid bit about your business. Think of this as your elevator pitch. You want something that describes your page and essentially draws someone into the page. Tip: Give yourself an SEO boost and use keywords in this tag line.

Once you are done you will be asked if you want to share your page on your Google+ profile. Go ahead and say yes. This is a great way to share your page with your various circles.

Give Your Page an Edge

You may be thinking that the set up process was really easy, and wondering why you did not have to fill out a ton of questionnaires about your business, information, description, contact information, etc.  That is because you don’t have to have any of that information on your page. But trust me, you want all that information on your page.

Once your page is set up, you will want to go view your page profile and start editing information.

When you click the edit button (a blue button on the top right of your page profile) it allows you to edit nearly all sections of your page.  All you need to do is click on a section to edit.

Google+ Page Description

  1. Introduction: Write something descriptive about your business. This is your space to make your first real introduction and tell people what you are all about. Make sure you use key words that are related to your brand to given an even bigger SEO boost.
  2. Contact Info: You can add an email address or phone number. To protect your privacy, I recommend just an email address. You don’t necessarily want anyone who can find your page able to call you.
  3. Website: This is where your website URL will be.

A note on Privacy: you can set the level of visibility as you set up these fields. You can control whether you only want your circles to be able to see this information or if you want it completely public. If you are worried about privacy you should restrict your visibility to “only circles” or even custom circles.  For your website, I recommend leaving this viewable by anyone.

Linking Relationship

Google+ offers another way to build good relations with other websites. Like a blog, where you can share your blogroll, you are able to share your recommended links. This is to the right column next to your information. If you have websites that you particularly like or support, this is a great way to share them with your followers. Plus this is a great way to breed good relationships with those websites. If you link someone, make sure you reach out to them and tell them.

Photo Strip

Google+ Page Photo Strip

The photo strip is one of the most powerful visual aids of your page. You can add any photo that you like on this strip, and unlike in Facebook, you can place them in any order you like. All you have to do is upload the photo directly into the Google+ Page Circlephotostip. Once they are loaded you can drag and drop them into any position you like.

With a little creative photography you can make your photostrip be an excellent brand ambassador for you page….or you can just have some fun with it and create a really interesting panoramic.

Get Social!

The number one power of any social network is the ability to be social. Pages is no different. Similar to Facebook, you can use Google+ as your page. You can go and add other pages to your circles. You can comment on their posts and interact them.  Though people can add your page to their circle, pages cannot add people to their circles.

On the left column of your page, you will see your profile pic, a button to share your page and then a section showing who is in your circles and who has added you to theirs.  By looking at this section on other pages you will be able to find a lot of relevant and interesting pages to network with.

The more you network with other pages the more they will network with you. Ultimately the more people who have circled you, the more people who are reading your posts. So get out there and network!


Google+ Pages for business is not hugely different than Facebook Pages. However, the SEO value they add is reason enough to get a page set up for your website. The pages are easy to set up and offer the opportunity for more exposure to your website. So go out there and set up a Page and make sure to tell everyone about it!

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SEO Killer! Google is the Primary Suspect

SEO (Search Engine Optimization) is the primary way to drive traffic to your website. It is what facilitates you coming up in search results and therefore facilitates people going to your website. But Google might be trying to kill your SEO.

SEO primarily operates from the use of keywords. These words are used strategically in your site to help the search engines find your site and match it with appropriate search terms. The better your SEO the better you will turn up in the search results. Really good SEO can result in you being one of the first few websites found in a relevant search.

Google is jumping on the privacy train, but not in a way that users will actually know. They are making it so if you do a search, and you are signed into Google, your search will be encrypted. What does this mean? Good question! This means that the information about your search, keywords and the link you clicked to get to the website will not be shared with the website.

What this means to websites:

When someone comes to your website from a search engine, they use a search term to find your site. That gives them a link to a page on your site. They click the link and go to your site. As obvious as this is, this information is important to your SEO strategy. You want to know the words people are using to find your site. You want to know the links that are bringing people into your site.

The data you will not be receiving due to the new encryption is:

  • Referral Data – This is the link they clicked to get to your site.
  • Key Words- These are the search terms the used to find your site.

This information will not be withheld on ads or sponsored listings, so if you pay for your listing you will still know how the user found you.

Whats the upside?

This is only affective when people are signed into their Google accounts, which is roughly only 10% of the users. So 90% of your organic traffic will deliver data to your analytics. The other 10% will show you that the user came, but not the how’s, what’s or where-from’s.

Why are they killing my SEO?

Good question. The primary argument is this is a step towards increased privacy. Google has often been criticized for being too invasive. They gather and share information about their users. This is giving users the option of increased privacy in their searches. Of course, Google still has this information and that information is still feeding into their ads, sponsored links, stories, etc. So you will not likely notice the increase in privacy.

From the users point of view nothing has changed. From the websites point of view, they are being denied some valuable data.

Facebook’s New Platform & Social Signals as Search Engine Ranking

Facebook is the world’s second largest advertising network, second only to Google, in terms of users, scale and global influence. In September, Mark Zuckerberg gave the keynote at F8, an annual conference about all things Facebook. Woven into the many topics, was the announcement of Facebook’s work with the Open Graph protocol and HTML5, a combination which has led to the largest overhaul of Facebook’s user interface to date.

Facebook, the world’s premier social cloud, is ushering in new ways of interaction with the web. The ascension of tablet, smartphones and other mobile web devices, has necessitated a shift towards cloud computing and cloud computing a shift we will likely remain in for the forseeable future.

Open Graph allows for a “frictionless experience”, deeply integrating users’ web activity with their Timelines, creating a more holistic representation of one’s digital self. The system is set up such that users opt-in for a service – Spotify is a popular example, as is Hulu – and once that user opts in, that service then has access to all the information stored on Facebook. These social signals will revolutionize the world of search ranking. The folks at SEOmoz explain:

The data you get from Facebook is available at load time and as such you can use it to tailor the experience directly to the user. You can get quite granular with this approach once you’ve successfully identified key characteristics of your personas. Keep in mind that you’re not limited to just their demographic information but their likes, interests, status updates, etc. And while this is outside of my programming ability there are some very smart people putting together algorithms to that allow you to map this type of data to your user to determine how closely they fit your persona. Google has some machine learning APIs that can aid in these determinations.

Will open graph allow iPhone mobile apps to be built into profile?

Recent updates to Facebook’s mobile application indicate that the changes are unified, tying your mobile activity into the fold. This changes the iPhone application development game, allowing for a window into the consumer’s habits and more accurate record of activity executed on mobile devices.

While the Open Graph protocol is set up to make Facebook the desktop hub of the Internet, it’s hard to say whether the mobile infrastructure will be possible. Changes in mobile web that the new iPhone may usher in, will possibly open new doors to technology that better analyzes web activity in order for marketers to target users within a few standard deviations. In order for Open Graph the have the same role as mobile Internet hub, this thype of application development will have to advance beyond the point it is now, although changes have already been implemented to current versions of Facebook Mobile.

Right now 95% of mobile search goes through Google. How might this change?

Google has overwhelming control over mobile search, something to the tune of 97-percent. If Open Graph integrates web activity into the cohesive framework of Facebook, it may be possible for Facebook to deliver information users search for on the Internet. It’s a long shot, to be sure. Google is number one for a reason. Other companies specializing in Search have had a hard time bucking Google from the Ivory Tower of Search Deities. However, that’s not what Facebook is trying to do.

Facebook is trying to create a local ecosystem, on desktops and mobile web through which people interact with the Internet. Obviously no one is tied to using Facebook for watching Hulu, or playing songs in Spotify, but the more people opt-in for that kind of integration, the more information they are making available for the use of marketers. There will undoubtedly be a move to incentivize this integration and generate the opt-in.

This is all part of the evolution of personal technology. Moves from touch notebooks, to, cloud computing, and the migration from offline to online file storage.

I heart SEO: Why Quality is King

I heart SEOHow to Organize Your Marketing Budget for SEO

In a world where it seems content marketing, social media and SEO change faster than it takes you to read this blog post, it’s more important than ever to nail down the your marketing budget’s top priorities in terms of what you’ll allocate to SEO. What works? What’s Google looking for these days that will help me rank? How is that different than what they were looking for a year ago? And most importantly, what web solutions do I need to allocate resources to that will most help my company’s SEO performance?

Industry-leading search engine optimization software developer, SEOMoz, published their 2011 Search Engine Ranking Factors report earlier this year. The report can be an essential guide into what search engines are valuing these days. Their analysis should help point us in the right direction when we’re looking to allocate resources to managing our company’s SEO.

One of the most interesting things about the 2011 report was how different the factors are from findings published in the past. For example, in 2010, if you had an exact match domain that included a keyword, you were probably in pretty good shape to rank. Today, that correlation has dropped significantly.

Here are a few things to consider when you’re dividing up your marketing budget:

Quality and Quantity Content

It’s no longer enough to simply have pages that point back to your site with links. It’s also no longer enough to have a ton of low-quality content stuffed with keywords. In the old days of SEO, you could get away with these habits and win some searches. Now you can’t cut corners with your content. Keyword stuffing or hiding won’t work. Creating large volumes of original, relevant, sharable content is more important now than ever.

Google’s crawlers analyze whether your content is relevant to both your website and the sites you link to.

In a sense, our marketing tools have come full circle. Earlier this decade, we were told that unique content was the key to driving traffic to our websites. After all of the SEO shortcuts people have tried to take the past few years, unique content that is relevant to your audience is, once again, king.

If You’re Ignoring Offsite, You’re Missing a Huge Part of the Pie

Offsite SEO accounts for nearly 40% of the SEO pie. If you’re only concerned with what you’re saying on your domain, you’re only doing about half of the work. Things like external links, domain and page authority and social media all play a huge role in how Google perceives you.

It used to be that if you had an external link with anchor text was highly regarded by Google. Not so much anymore. Similarly, if you buy a domain that includes an exact keyword, it’s not as helpful as it used to be. Search engines want to know the context of your domain and content. Links are nice, but what’s the context of the content surrounding them?

User Experience

We all want to find what we’re looking for easily. No one likes feeling like they’ve been tricked into finding a website. People are online looking for answers to their questions or problems, and they don’t want to feel mislead. Google has taken notice and places a value on user experience.

Google analyzes things like clickthrough rates and bounce rates. If people are coming to your website and are bouncing off quickly, chances are, it will affect your SEO. Similarly, if people are clicking through your ads to your website and stay there, you might see a boost.

With the smart phone boom in recent years, more sites are seeing traffic come from mobile users. If you aren’t optimized for mobile, your traffic probably isn’t as successful as it could be.

Today, Google values unique content and context. Those two are the biggest factors in how you will be ranked. Do your marketing resources and investments reflect the prioritization of valuable content, offsite SEO and your site’s user experience?

Justin Shimp is a digital handyman and content author at Smallbox, an Indianapolis web solutions consulting firm.

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SEO…yourself? Optimizing your Personal Brand

Article first published as SEO…yourself? Optimizing your Personal Brand on Technorati.

When was the last time you googled yourself? For many of us, it was not that long ago. But when was the last time you checked your SEO value?

Your what? Personal SEO value? Yes!

SEO, aka. search engine optimization, has more value than just boosting your website search ranking. It can also boost your personal brand.

In my writing I speak a lot about social media and related topics. However, I also frequently reference Smith College. I am an alumnae and a very proud Smithie. Recently when writing I referenced my alma mater. In looking for an image to use with the post I did a quick search for “social media smith college“. I was pleasantly surprised when I discovered that the first two lines of the search results turned up three photos of me and one graphic I created.

Lauren MacEwen Google Image Search

The success of personal SEO branding can be seen when you are associated with other strong search terms

Through my writing, linking and social media efforts I have associated myself with Smith College and social media. This is an honor I will gladly accept. Not to mention in image searches the results are usually flooded with generic clip art and stock photos, it is great to see your own personal branding infiltrating the sea of brand X images.

Social Business

The social business model is becoming the leading trend in business development. Companies are realizing that social media is more than just chatting on Twitter or playing Scrabble on Facebook. It is a way to directly communicate with your consumer base. It is a way to improve your reputation, build your authority, create a new avenue for customer service, and of course sell. Often what happens, especially for smaller businesses, is that one person becomes the voice (and face) of the brand. This is why managing your own online reputation is an important component to managing your online business reputation.

When you become the face of a brand then you are the person that is looked to as the authority. You are the person that is building the trust. You are the one people look to for answers to their questions. The more of an authority you become the more of a resource you become. This will extend beyond your brand. You can actually establish yourself as an authority in your area through personal branding. Do you think people only talk to Mari Smith or Chris Brogan about their services? Of course not. They are authorities on business social media and people look to them for advice and opinions on all avenues of social media, not just ones related to their business.

By building your personal brand you establish yourself as an authority in your topics. Part of the way you do that is by doing SEO on yourself!

SEO Yourself!

  • Get the Byline!

Writing a blog is a great way to get yourself out there. But don’t forget to give yourself the byline. Even if it is your blog make sure that it says “By …” at the top of the post. When the search engines crawl your site, they will also be crawling your name. The more time it comes up, the more you will be associated with keywords in your post

Guest blogging will also help get your name out there. The more bylines you have in more places, the better your personal ranking in Google.

  • Photos!

Every time you use a picture of yourself put your name in the image title, in the alt tag and in the description. You know the picture is you. Your audience might know the picture is you. But search engines do not know the picture is you, so make sure you tell them.

  • Social Media!

Social media is a great way to communicate with industry relevant people. The more you talk to people in your industry the more you will be associated with that industry. The search engines rank Twitter, Facebook and LinkedIn. Sometimes having a conversation with a “influencer” in your industry can give your personal brand a huge boost in SEO. Through the conversations with influencers, they lend you their authority. Not only do other people see that you are talking to them, and they to you, but the search engines see it to. It would be like if CNN linked to your website. Your authority increases because of their authority.

5 Tips for Boosting Facebook SEO

Facebook Search

Is your Facebook Fan Page helping your SEO?

SEO (search engine optimization) is not just for websites. You can also optimize your Facebook Fan Page for better search results. Not only will this help your searches inside Facebook, but it will also help with traditional search engines like Google and Bing. Plus, you’ll increase brand visibility for your Facebook Fan Page and the total visibility of your brand.

70% of brands have not optimized their Fan Pages and are missing out on some great search engine ranking opportunities.

How to boost your Facebook SEO

  1. Get a vanity URL
    The number one thing you need to do is get a vanity URL. This means that your URL is instead of, for instance, >Tech Tip: If you can’t get your actual brand name, get a vanity URL with your most used search term.
  2. Link to your Facebook Fan Page
    Linking to your Fan Page from your website will let you capitalize on the SEO done on your website. It gives you an inbound link which will help boost your FB SEO. In fact, link from all your pages. The more links, the better the SEO boost. >Tech Tip: Make sure your anchor text is something like “Brand Name on Facebook” and link it to your vanity URL, e.g. – not
  3. Use your brand name in your post
    Search engines scan the content of your page. If you use your brand name it will help boost the SEO for name recognition. >Tech Tip: Now you can tag the text in your posts for added SEO boost.
  4. Get links to your posts
    Get people to Like your posts. The more people share and Like your posts, the better the SEO value – Likes count as links! >Tech Tip: Post things that ask for social engagement; comments, sharing and Likes. This will drive up your engagement and thus your FB SEO
  5. Use Fan Boxes
    Facebook lets you put Fan Boxes on your website that can show your fans and feature your recent posts. This is a good way to build engagement and drive more fans to your site. >Tech Tip: If you don’t have many fans yet, set your fan box to show recent posts until you get more than 25 fans.

Osama, SEO and Branding: It’s a Wrap!

It was a big news week – the biggest news in the media, and in social media, of course was the elimination of our Public Enemy #1. SEO on that topic was huge. Your SEO won’t approach that, but it can be more robust than it is – we give you  links to the latest web traffic research and explore the developing story about why we think social media is bound to rise in the SEO universe. Guest blogger Joseph Baker presents you with some pertinent questions aimed at boosting your brand, and Facebook gives you Deals for boosting your buying, but think about your personal exposure before you commit.

Want to write a Guest Blog? It’s easy and fun, and it will help you expand your audience. Just contact us for details.

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This Week on Blog Cubed…

Obama portrait as a Twitter Map of wordsThe Social Media Community Celebrates a World without #Osama

This was the biggest news of the decade: Osama Bin Laden was strategically eliminated and the message spread like wildfire through social media, trending like crazy and linking the global community.  4,000 tps (tweets per second) by the end of the President’s announcement!

Facebook Deals Shares your Infoa woman looking at boots through a store window

What’s the Deal? Here are Facebook’s terms for buyers and merchants who participate in their new social coupon program.  There are Deals, and rules, but also some risk. Caveat Emptor.

Does SEO win the traffic war?

Everyone wants site traffic – the question is which strategy will get you more? SEO certainly has an edge at present, but don’t count social media out. Do you just want random clicks, or real clients?

nike swoosh, Apple & other famous brand logos


The Right Questions: Initiating the Branding Process

Marketing processes are constantly changing; we are bombarded by thousands of campaigns daily. Guest Blogger Joseph Baker breaks through the hype to help you focus on your brand and your customer. Develop your branding strategy with these simple questions.

How Sticky is Your Business?

SEO is a great tool and beneficial for your brand and business. Search engines get us where we want to go. But social media builds relationships, and that’s what makes your business successful! Why building trust and loyalty are as important as click-throughs.

How Sticky is Your Business?

Hand dripping in honey

Is your website sticky or is your business sticky?

Have you seen the recently released study showing that SEO was better at building sticky traffic than social media? It is probably true. When you go to Google and search for a site, you are intending to spend time there. You are looking for it, and the search engine helps you find it. Boom…sticky.

Social media is not a tool for click-throughs, though you will get them. It is not a tool for sales, though you will make them. It is not a tool to drive traffic, though you will do that. Social media is a tool for building relationships with your audience.

This is beyond click-throughs and short term sales. This is more than singular traffic.

When you build a relationship with your audience, you are creating:

  • Brand recognition
  • Loyalty
  • Positive customer service
  • Authority
  • Lifetime traffic
  • Trust

“The best part of relationships is they are protectable assets. When someone likes you, trusts you or finds you credible, it’s very hard to take that away.” –Why Social Media Matters

Relationships take time, and this is where studies that only look at traffic sources and declare that SEO is more effective fail. They are looking at the one time click. They are not looking at the lifetime business relationship.

Relationships are built from a history of multiple experiences and exposures. The formula is simple; the more you interact the deeper the relationship. And because the company reputation is built off this relationship, one bad review or blog post is not going to be able to sully it. Reputations built from interpersonal relationships will not be tarnished by anonymous slander.

Yes, SEO is a wonderful tool that everyone should use. However, you are not comparing apples to apples when you compare SEO to social media. SEO looks at searches. Social media looks at relationships. And let’s face it, when you really like a brand because you tweet and Facebook with them, you don’t need to search for their website because you already know their domain (and studies can’t identify how much direct traffic came from social media followers…yet).

So how sticky is your website? Well, maybe it is time to ask yourself: how sticky is your business?


Does SEO win the traffic war?

A study recently reported that search engine traffic is more robust and stickier than social media traffic. Click-throughs and stickiness are two paramount issues for web businesses. Click-throughs are the number of people who click on a link, and stickiness is the amount of time someone stays on your site. It seems that there is always contradictory information concerning the issue of “sticky click-throughs as they relate to social media. Some people say that social media is not as good as traditional SEO. Some people say that is is better. I am here to tell you that they are both right.

The study was conducted by Outbrain, a company that provides widgets to publishers designed to keep readers on their sites longer. A follow-up story appeared by Xbiz, claiming that search engine traffic was stickier than social media traffic.

If you choose to dig deeper into the study you will find that the breakdown is not as simple as that; there was huge variance in traffic sources according to industry. For instance, the study showed that 42% of new visitors for news sites came from social media, whereas for sports sites it was only 5%. The study showed that overall search traffic still dominated the majority of unique visitor traffic but that the social media unique visitor traffic, while only 11%, was on the rise.

The study also published this chart of top traffic sources for websites:

Top 20 Traffic Sources  from Outbrain

Though social media was touted as being a low factor in driving traffic, and creating sticky traffic, they seemed to brush by the fact that Twitter and Facebook were both in the top 10…and rising!

What this does indicate is that SEO is still an important aspect for creating a strong web presence. In fact, SEO is relevant for social media as well. But social media deserves more credit than it receives in this study.  Social media functions differently than SEO. It is about relationships and those relationships build a brand, loyalty and trust.

Social media is about relationships, SEO is about clicks.

Boring is Better: SEO & SMO

Comic Boring

Illustration by Drew Flahery

When we write our bios, info tabs, blogs and Twitter posts it is easy to get caught up in exquisite verbiage and linguistic eloquence.  When alliteration rolls off your tongue and onto your keyboard, it is easy to get transfixed by the depth of a well written phrase. However, when it comes to SEO (Search Engine Optimization) and SMO (Social Media Optimization), boring is better.

I read a lot – blogs, articles, newspapers, magazines and books. When I am driving and cannot read, I listen to audio books.  Yes, I am a literary nerd.  As many other literary nerds who are also writers know, we love a good turn-of-phrase better than most.  But do you know who reads your website, Twitter posts, updates and blogs when it comes to putting you in search engines?  Well, it is no one with any literary appreciation. In fact, it is nobody. It is a bot.

The bot crawls your site, post or update and looks for keywords.  Those keywords are archived and factored into how, and where, you appear in search results.

SEO and SMO are based on the popularity of words, phrases and links.  If you want to turn up in searches, you need to make sure that you are using words that are relevant to your site or business and words that people actually use for searching.  This is where it gets boring.  You might like the phrase:

“Electrocuted Arachnids”

but that is not what people look for.  Instead write:

“Electrocuted Spiders”

I know it is hard to part with fancy phrases, however no one would search for the first one. Spiders will rule over arachnids every time.

But what about branding?

This is a tricky area.  You want people to search for you using your brand.  That is part of the goal of branding.  But you should not limit yourself to that potential search. Continue your branding but also remember to use relevant keywords. Someone might be looking for you and not yet be familiar with you.

Also keep in mind what it is you are branding. If you are posting from a social media account, it is likely that your name is already branded.  Why do you need to do more?  You are wasting valuable keyword (or hashtag) space by rebranding your post.  If someone is searching for you, they will be able to find you because of your handle. But if someone is searching for your topic, make sure you are positioning yourself to show up in the search. As they say, showing up is half the battle.

Although boring is, well, boring, it is the better way to get better SEO and SMO results.  There are always exceptions to this; if your field is saturated by something like coffee and your specialty is jellybean java, you are better off using jellybean java rather than coffee, but probably not to the exclusion of coffee.

It is important to know what keywords are relevant to you, then use those words even if they don’t turn heads for stylistic ingenuity.