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How to Create a Social
Keyword Strategy
Francis Skipper
EVP of Digital Marketing
617.259.1605
francis@451marketing.com

linkedin.com/in/francisskipper
@fskip
Agenda
• State of Search Marketing
– Overview
– Google Hummingbird
– Social signaling

• Social Keyword Strategy
– Definin...
STATE
OF
SEARCH
Worldwide, 1,873,910,000,000 searches
conducted on Google last year.

5,134,000,000 Per Day
Search Engine Results Page (SERP)
Search
Query

Paid
Results

Organic
Results
Search Engine User Behavior

• 75% don’t go beyond the first page
of results (positions 1-10)*

• Over 40% of users click ...
. . . is Constantly Changing
circa 2000
circa 2010
Today
Major Algorithm
Changes

User features
PANDA
Feb 2011
Rank of “Low-Quality”
or “Thin” links
Rank of “High-Quality” links

PENGUIN

HUMMINGBIRD

April 2012

Septe...
Semantic Search

“Real” or “Conversational” search queries
Semantic Search
Semantic Search
Semantic Search
Pomegranate vs cranberry juice
December 2010 . . .
“We do use Twitter and
Facebook links in ranking as
we always have in our web
search rankings”
-Matt C...
Concept: Digital Shelf Space
YOUR
BRAND

YOUR
BRAND

YOUR
BRAND

YOUR
BRAND
Digital Shelf Space: Maximized
YOUR
BRAND

YOUR
BRAND

YOUR
BRAND

YOUR
BRAND

YOUR
BRAND

YOUR
BRAND

YOUR
BRAND

YOUR
BR...
Evolution of Search and Social
Indirect
Social
Media

Direct
Social
Media

Social
Signals

Queries

SEO

Search
Traffic

P...
A few months ago . . .

“Sike! Suckers…”
-Matt Cutts
But we’ve seen the correlation
Traditional Ranking Factors
Link
Building

Keyword Research &
Targeting
Content Quality
& Accessibility
New Social Ranking Factors
Social
Link
Building
Keyword Research &
Targeting
Content Quality &
Accessibility
Social Ranking Factors
•

•
•
•

•
•

How many social followers/fans
you have
How many re-tweets, likes,
shares, +1s, embe...
With Semantic Search and Social
Signals in mind …

There is no silver bullet.
CHOOSE
THE
RIGHT
KEYWORDS

OPTIMIZE
ALL POSTS

ENCOURAGE
USE

PORTABLE
CONTENT

SOCIAL
KEYWORD
STRATEGY
• Come up with a list of 10 keywords that
includes:
• 5 static terms you would like to rank
for throughout the year
• 5 fl...
Google’s Keyword Tool has been
replaced by Keyword Planner.

With Keyword
Planner, we research
keywords as well as
get per...
Choosing Social Keywords
• Before you solidify your list, you
should enter your keywords into
the Google Trends tool.
• If...
Page Ranking

“Low-hanging fruit”

Level of Effort
How to ID “LHF”
*Optional – tag keywords as LHF and watch growth
Send these to
social!!
Optimize Blogs
#Rugs

Make a space feel instantly cozy with an
8x8 rug – learn how in our latest blog
post http://bit.ly/3hQYj
#rugs #hom...
Rewarding Social Sharing
•

•
•
•

Informational
Queries
Answers
How to’s
Top 5’s
“Ride the News” –
Trending Topics
But be careful…
Links to social properties on website

Share buttons with content
Case Study: Pine Cone Hill
Case Study: Pine Cone Hill
Matelassé Quilts
•
•
•
•

Pine Cone Hill featured “matelassé” “quilts” in
content throughout ea...
Takeaways:
• Despite Google’s constant changes, strong social signals and
content marketing can create tangible business v...
Questions?
Francis Skipper
EVP of Digital Marketing
617.259.1605
francis@451marketing.com

linkedin.com/in/francisskipper
@fskip
How to Create a Dynamic
Keyword Strategy
How to Create a Dynamic Social Keyword Strategy
How to Create a Dynamic Social Keyword Strategy
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How to Create a Dynamic Social Keyword Strategy

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When you’re planning marketing communications, it is increasingly important to optimize every outlet that might populate or affect your company’s search results or “digital shelf space.” As social signals become more and more prevalent in determining organic search results and rankings, it’s essential for companies you to create a dynamic keyword strategy for social media campaigns.

In this 451 Marketing webinar, our Executive Vice President of Digital Marketing Francis Skipper outlines:
- The increasing impact of social media on search engine results
- How to define the top keywords for your social media campaigns
- How to craft and execute your brand’s strategy to enhance posts’ rankings in search engines

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Transcript of "How to Create a Dynamic Social Keyword Strategy"

  1. 1. How to Create a Social Keyword Strategy
  2. 2. Francis Skipper EVP of Digital Marketing 617.259.1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip
  3. 3. Agenda • State of Search Marketing – Overview – Google Hummingbird – Social signaling • Social Keyword Strategy – Defining keywords – Executing keyword strategy – Content marketing
  4. 4. STATE OF SEARCH
  5. 5. Worldwide, 1,873,910,000,000 searches conducted on Google last year. 5,134,000,000 Per Day
  6. 6. Search Engine Results Page (SERP) Search Query Paid Results Organic Results
  7. 7. Search Engine User Behavior • 75% don’t go beyond the first page of results (positions 1-10)* • Over 40% of users click the first ranking site on search engines* • 39% of customers come from a search engine** * http://ipoint-tech.com/surprising-seo-statistics-2013/ ** http://www.marketingcharts.com/direct/search-engines-growing-source-of-customers-for-onlinemerchants-21781/
  8. 8. . . . is Constantly Changing
  9. 9. circa 2000
  10. 10. circa 2010
  11. 11. Today
  12. 12. Major Algorithm Changes User features
  13. 13. PANDA Feb 2011 Rank of “Low-Quality” or “Thin” links Rank of “High-Quality” links PENGUIN HUMMINGBIRD April 2012 September 2013 Rank of websites violating Google’s Webmaster Guidelines Fulfill complex search requests through semantic search
  14. 14. Semantic Search “Real” or “Conversational” search queries
  15. 15. Semantic Search
  16. 16. Semantic Search
  17. 17. Semantic Search Pomegranate vs cranberry juice
  18. 18. December 2010 . . . “We do use Twitter and Facebook links in ranking as we always have in our web search rankings” -Matt Cutts
  19. 19. Concept: Digital Shelf Space YOUR BRAND YOUR BRAND YOUR BRAND YOUR BRAND
  20. 20. Digital Shelf Space: Maximized YOUR BRAND YOUR BRAND YOUR BRAND YOUR BRAND YOUR BRAND YOUR BRAND YOUR BRAND YOUR BRAND YOUR BRAND YOUR BRAND
  21. 21. Evolution of Search and Social Indirect Social Media Direct Social Media Social Signals Queries SEO Search Traffic Pre-2010 Search Results 2010 Likes, Shares, Follows Social Media Page Ranking Today
  22. 22. A few months ago . . . “Sike! Suckers…” -Matt Cutts
  23. 23. But we’ve seen the correlation
  24. 24. Traditional Ranking Factors Link Building Keyword Research & Targeting Content Quality & Accessibility
  25. 25. New Social Ranking Factors Social Link Building Keyword Research & Targeting Content Quality & Accessibility
  26. 26. Social Ranking Factors • • • • • • How many social followers/fans you have How many re-tweets, likes, shares, +1s, embeds Who is sharing your content: their authority, their reputation Popularity and quality of content Timeliness and “trust” of content Patterns
  27. 27. With Semantic Search and Social Signals in mind … There is no silver bullet.
  28. 28. CHOOSE THE RIGHT KEYWORDS OPTIMIZE ALL POSTS ENCOURAGE USE PORTABLE CONTENT SOCIAL KEYWORD STRATEGY
  29. 29. • Come up with a list of 10 keywords that includes: • 5 static terms you would like to rank for throughout the year • 5 flexible terms that change with the content on your site or blog. • Start this process by checking your Google Analytics account and finding your top keywords • Round off your list with “must win” keywords. These are terms you would like to consistently rank higher.
  30. 30. Google’s Keyword Tool has been replaced by Keyword Planner. With Keyword Planner, we research keywords as well as get performance statistics and traffic estimates
  31. 31. Choosing Social Keywords • Before you solidify your list, you should enter your keywords into the Google Trends tool. • If the graph shows very little activity for “head” terms, you may want to reconsider using them. • Low activity on “long tail” terms may be an avenue of opportunity
  32. 32. Page Ranking “Low-hanging fruit” Level of Effort
  33. 33. How to ID “LHF”
  34. 34. *Optional – tag keywords as LHF and watch growth
  35. 35. Send these to social!!
  36. 36. Optimize Blogs
  37. 37. #Rugs Make a space feel instantly cozy with an 8x8 rug – learn how in our latest blog post http://bit.ly/3hQYj #rugs #homedecor #smallspaces #arearugs #8x8rugs Check out how our signature 8x8 rugs pull together a room in our latest blog post http://bit.ly/3hQYj #Homedecor tips on floor coverings from the experts – our #8x8 #arearugs are a warm addition to any space! http://bit.ly/3hQYj
  38. 38. Rewarding Social Sharing
  39. 39. • • • • Informational Queries Answers How to’s Top 5’s
  40. 40. “Ride the News” – Trending Topics But be careful…
  41. 41. Links to social properties on website Share buttons with content
  42. 42. Case Study: Pine Cone Hill
  43. 43. Case Study: Pine Cone Hill Matelassé Quilts • • • • Pine Cone Hill featured “matelassé” “quilts” in content throughout early summer across multiple social platforms Kwd -specific posts were promoted through midAugust and resulted in social shares September 1st –keywords see an increase in rankings Incremental Sales Increase during this period
  44. 44. Takeaways: • Despite Google’s constant changes, strong social signals and content marketing can create tangible business value • Having and implementing a relevant and social keyword strategy to enhance search efforts makes sense • Focus on content that provide solutions to your customer’s questions and needs. • Always be optimizing. Constantly be using your social keyword strategy, as well as updating your flexible keywords based on trends
  45. 45. Questions?
  46. 46. Francis Skipper EVP of Digital Marketing 617.259.1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip
  47. 47. How to Create a Dynamic Keyword Strategy
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