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This presentation was given at the Socialize West 2011 conference in San Francisco. It covers the basics of keyword research principles and strategies but also explores keyword tools / techniques for use with social media. It provides links to mainstream keyword research tools as well as social media related keyword tools and how to use them. Much of the content came from a book that has recently been authored by Ron Jones and published by Wiley Publishing called - Keyword Intelligence: Keyword Research for Search, Social and Beyond.
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Keyword Intelligence
Ron Jones Symetri Internet Marketing Twitter: @ron_jones
Download at www.symetri.com/socialize
Some Keywords
Influence Intent
Intelligence
Interest
We are influenced by many kinds of messages that generates interest in products and services
Searcher Expectation
Understanding users expectation is key to delivering the right content and experience
What Keyword to Use
Keywords are the language of search.
SERP / Landing Page
Search engine results pages and landing pages should contain content that uses keywords that were originally searched on.
Conversion Page
If you have relevant content (using relevant keywords) and a good user experience you will have higher conversion rates.
Keyword Research Brief
Keyword Influence
Unified Messaging
Keyword Relevancy “Content Context in King”
“Everything Begins with Search”
Keywords are the Language of Search
- Brian Solis
Keyword Intelligence is central to all Marketing Channels
Keywords
SEO
PPC
Social Media
Marketing
Local and Mobile
Video and Image Search
Display & Banner Ads
Real Time Search
Print, TV and Radio
Positioning and
Branding
6 Steps to Build a Social Media Strategy
Social Media
Strategy
Listen
Goals and
Objective
Develop a Plan
Develop Content
Engage
Measure
Keyword Research helps you “Listen and Learn” the needs and wants of your
Social Community
Buying Cycle and User Intent
Initial Research
Refine Search
Content Research
Decision /
Conversion
Broad Search Terms
ie camera, digital camera,
orange camera
More Specific Terms
ie affordable digital camera
orange, black digital slr
camera zoom
In the buying cycle for your product or service, how long does it take on average for someone to start their information gathering and then to make a purchase.
Very Specific Search Terms
ie canon eos mark III, nikon
d700, f2.8 24-70 zoom lens
Social Media adds “Context” to keyword meaning and user Intent
Keyword Research is about picking the “Right” Keywords
Keywords should be incorporated into “Relevant” destination content
Keyword Success Formula
Picking the Right Keywords + Relevant Destination Content = Conversions
Keyword Research Process
• Find all possible keywords
Brainstorm
• Identify best performing keywords
Refine • Break down
into categories or themes
Categorize
• Test performance
Test
Analyze More than Search Volume
If you focus on search volume only you will miss other variables that will influence keyword performance. Score for relevance, specificity, competition and popularity, etc. Weight Accordingly
Score for Relevance, Competition,
Specificity and Popularity
Add Site Keyword
Performance Data
Tools: Automation vs. Aided
Mindset should be “Computer Aided”
Build a qualitative layer into your processes
Keyword Tools
Suggestion Tools Google AdWords Keyword Tool
YouTube Keyword Tool
Keyword Discovery Paid
Free
Wordtracker Paid
Free
Wordstream Paid
Free
Forecast / Trend Tools Google Traffic Estimator
Google Search Insights
Google Trends
Local Keyword Tools 5 Minute Site
Local Marketing Source
Social Media Based Keyword Research
Twitter Based Tools Advanced Twitter Search Social Mention Tweetbeep Twassup Tweet QA Twitscoop Surchur TweetStats Socialoomph
Video YouTube Keyword Tool Blinkx MetaTube
Images Advanced Flickr Search Google Image Search Bing Image Search
Networking/Blogs Foursquare Search Technorati Delicious PostRank
Track Popular and Trending Topics
Keyword Cloud
generated from
TweetStats.com
Other notable sites are www.twitscoop.com for trending keywords and www.twassup for insights on specific keyword search queries.
Keyword Research for Twitter
YouTube Keyword Research
Understand User Sentiment Learn about user intent
and sentiment
Entered in the keyword “furniture” to gain social insights
Learn about top keywords
Share of Voice
Share of voice refers to the number of conversations about your brand versus your competitors or your market.
SOV and Sentiment Formulas Share of Voice Formula: (positive mentions) + (neutral mentions) / (total mentions for all companies)
So for McDonald’s, You add 77 + 263, which is 340. Now divide this by 1,723 to get 19.73 percent. This is the share of voice for McDonald’s.
(positive mentions × 5) + (neutral mentions × 3) + (negative sentiment × 1) total company mentions
Sentiment Formula:
Use a 5-point scale with positive = 5, neutral = 3, and negative = 1. For each type of mention, multiply by the scale number and divide by the total number of mentions. So for McDonald’s, the calculation would be (77 x 5) + (263 × 3) + (13 × 1) / 353 = 3.36.
Share of Voice: 19.73% Sentiment: 3.36
Measure Keyword Performance
Review Bounce To Gauge
Keyword Relevancy
You can take this model further by looking at which keywords are converting. This can only be done if you have conversion goals setup ahead of time.
SOV – Top 6 Burger Restaurants
Use Keywords in Social Media Content
• Promotions with deals to participants - daily deals
• Tips or how To's • Little known facts or
factoids • White papers • Relevant and timely
statistics • Ask your community - take
polls and share results • Invite guest authors
• Top 10 lists • Case studies • Guides to help educate • Interviews • Live events • News • Opinions • Photos • Gift ideas
By taking what you have learned from keyword research you can build better content for your social media campaigns.
Influence and engage your audience with keyword intelligence
Keyword Intelligence
Ron Jones Symetri Internet Marketing Twitter: @ron_jones
Thank You Download at www.symetri.com/socialize
