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Keyword Intelligence                                        Ron Jones                                        Symetri Inter...
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 orig...
Conversion Page If you have relevant content (using relevant keywords) and a good user experience you will have higher con...
Keyword Research Brief
Keyword Influence Unified Messaging Keyword Relevancy   “Content Context in King”
“Everything Begins with Search”                       - Brian SolisKeywords are the Language of Search
Keyword Intelligence is central to    all Marketing Channels                                              SEO             ...
6 Steps to Build a Social Media Strategy                    Listen                              Goals        Measure      ...
Keyword Research helps you “Listen and  Learn” the needs and wants of your           Social Community
Buying Cycle and User Intent                       Initial                                          Broad Search Terms    ...
Social Media adds “Context” tokeyword meaning and user Intent
Keyword Research is about picking     the “Right” Keywords
Keywords should be incorporatedinto “Relevant” destination content
Keyword Success FormulaPicking the Right Keywords + Relevant  Destination Content = Conversions
Keyword Research Process                        Refine                                 Test• Find all                     ...
Analyze More than Search Volume               Score for Relevance, Competition,                   Specificity and Populari...
Tools: Automation vs. Aided   Mindset should be “Computer Aided”Build a qualitative layer into your processes
Keyword ToolsSuggestion Tools                Forecast / Trend Tools  Google AdWords Keyword Tool     Google Traffic Estima...
Social Media Based Keyword Research Twitter Based Tools       Networking/Blogs Advanced Twitter Search   Foursquare Search...
Track Popular and Trending TopicsKeyword Cloudgenerated fromTweetStats.com    Other notable sites are www.twitscoop.com fo...
Keyword Research for Twitter
YouTube Keyword Research
Understand User Sentiment                                                              Learn about user intent            ...
Share of Voice  Share of voice refers to the number of conversations about your brand versus your  competitors or your mar...
SOV and Sentiment Formulas Share of Voice Formula:(positive mentions) + (neutral mentions) / (total mentions for all compa...
Measure Keyword Performance                                                                             Review Bounce To G...
SOV – Top 6 Burger Restaurants
Use Keywords in Social Media Content• Promotions with deals to                             •   Top 10 lists  participants ...
Influence and engage youraudience with keyword intelligence
Keyword Intelligence                                        Ron Jones                                        Symetri Inter...
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Keyword Intelligence - Socialize West 2011

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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.

Published in: Technology, Business
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Transcript of "Keyword Intelligence - Socialize West 2011"

  1. 1. Keyword Intelligence Ron Jones Symetri Internet Marketing Twitter: @ron_jonesDownload at www.symetri.com/socialize
  2. 2. Some Keywords Influence Intent Intelligence
  3. 3. Interest We are influenced by many kinds of messages that generates interest in products and services
  4. 4. Searcher Expectation Understanding users expectation is key to delivering the right content and experience
  5. 5. What Keyword to Use Keywords are the language of search.
  6. 6. SERP / Landing Page Search engine results pages and landing pages should contain content that uses keywords that were originally searched on.
  7. 7. Conversion Page If you have relevant content (using relevant keywords) and a good user experience you will have higher conversion rates.
  8. 8. Keyword Research Brief
  9. 9. Keyword Influence Unified Messaging Keyword Relevancy “Content Context in King”
  10. 10. “Everything Begins with Search” - Brian SolisKeywords are the Language of Search
  11. 11. Keyword Intelligence is central to all Marketing Channels SEO Positioning and PPC Branding Social Print, TV Media and Radio Marketing Keywords Real Time Local and Search Mobile Video and Display & Image Banner Ads Search
  12. 12. 6 Steps to Build a Social Media Strategy Listen Goals Measure and Objective Social Media Strategy Develop Engage a Plan Develop Content
  13. 13. Keyword Research helps you “Listen and Learn” the needs and wants of your Social Community
  14. 14. Buying Cycle and User Intent Initial Broad Search Terms Research ie camera, digital camera, orange camera Refine Search More Specific Terms ie affordable digital camera Content Research orange, black digital slr camera zoom Decision / Very Specific Search Terms Conversion ie canon eos mark III, nikon d700, f2.8 24-70 zoom lens 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.
  15. 15. Social Media adds “Context” tokeyword meaning and user Intent
  16. 16. Keyword Research is about picking the “Right” Keywords
  17. 17. Keywords should be incorporatedinto “Relevant” destination content
  18. 18. Keyword Success FormulaPicking the Right Keywords + Relevant Destination Content = Conversions
  19. 19. Keyword Research Process Refine Test• Find all • Break down possible • Identify best into categories • Test keywords performing or themes performance keywords Brainstorm Categorize
  20. 20. Analyze More than Search Volume Score for Relevance, Competition, Specificity and Popularity Add Site Keyword Performance Data 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
  21. 21. Tools: Automation vs. Aided Mindset should be “Computer Aided”Build a qualitative layer into your processes
  22. 22. Keyword ToolsSuggestion Tools Forecast / Trend Tools Google AdWords Keyword Tool Google Traffic Estimator YouTube Keyword Tool Google Search Insights Google Trends Keyword Discovery Paid Free Local Keyword Tools Wordtracker Paid 5 Minute Site Free Local Marketing Source Wordstream Paid Free
  23. 23. Social Media Based Keyword Research Twitter Based Tools Networking/Blogs Advanced Twitter Search Foursquare Search Social Mention Technorati Tweetbeep Delicious Twassup PostRank Tweet QA Twitscoop Surchur TweetStats Images Socialoomph Advanced Flickr Search Google Image Search Video Bing Image Search YouTube Keyword Tool Blinkx MetaTube
  24. 24. Track Popular and Trending TopicsKeyword Cloudgenerated fromTweetStats.com Other notable sites are www.twitscoop.com for trending keywords and www.twassup for insights on specific keyword search queries.
  25. 25. Keyword Research for Twitter
  26. 26. YouTube Keyword Research
  27. 27. Understand User Sentiment Learn about user intent and sentiment Learn about top keywords Entered in the keyword “furniture” to gain social insights
  28. 28. Share of Voice Share of voice refers to the number of conversations about your brand versus your competitors or your market.
  29. 29. 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 get19.73 percent. This is the share of voice for McDonald’s.Sentiment Formula:(positive mentions × 5) + (neutral mentions × 3) + (negative sentiment × 1) total company mentionsUse a 5-point scale with positive = 5, neutral = 3, and negative = 1. For each type ofmention, multiply by the scale number and divide by the total number of mentions. Sofor McDonald’s, the calculation would be (77 x 5) + (263 × 3) + (13 × 1) / 353 = 3.36. Share of Voice: 19.73% Sentiment: 3.36
  30. 30. 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.
  31. 31. SOV – Top 6 Burger Restaurants
  32. 32. Use Keywords in Social Media Content• Promotions with deals to • Top 10 lists participants - daily deals • Case studies• Tips or how Tos • Guides to help educate• Little known facts or • Interviews factoids • Live events• White papers • News• Relevant and timely • Opinions statistics • Photos• Ask your community - take • Gift ideas polls and share results• Invite guest authors By taking what you have learned from keyword research you can build better content for your social media campaigns.
  33. 33. Influence and engage youraudience with keyword intelligence
  34. 34. Keyword Intelligence Ron Jones Symetri Internet Marketing Twitter: @ron_jones Thank YouDownload at www.symetri.com/socialize
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