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 ...

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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How to Create a Dynamic Social Keyword Strategy How to Create a Dynamic Social Keyword Strategy Presentation Transcript

  • 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 – Defining keywords – Executing keyword strategy – Content marketing
  • 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 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/
  • . . . 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 September 2013 Rank of websites violating Google’s Webmaster Guidelines Fulfill complex search requests through semantic search
  • 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 Cutts
  • 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 BRAND YOUR BRAND YOUR BRAND
  • 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
  • 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, embeds Who is sharing your content: their authority, their reputation Popularity and quality of content Timeliness and “trust” of content Patterns
  • 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 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.
  • 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
  • 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
  • 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 #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
  • 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 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
  • 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
  • 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