The document discusses how to leverage search and social data mining to identify new revenue opportunities. It provides tips on analyzing keyword and social data from a company's own website and competitors' sites to find unoptimized keywords, popular content types, and influencers. The goal is to expand content and online presence to capture potential new audiences and revenue streams.

1. Mining your Search Keyword & Social
Data for New Revenue Opportunities
Aleyda Solis
Head of Digital Strategy
WooRank
London
•
10–13
February
2014
•
#SESLON
@SESConf

2. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
What?!
Identifying new revenue opportunities seems to
be more complex! So many channels, devices,
competitors and changes based on behavior.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

3. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Not a surprise!
Google’s new Keyword Planner is harder to
use and doesn’t give the same information
than before.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

4. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Noooo!
Not provided killed a main source to follow-up
and improve organic search keyword
performance.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

5. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Your Current
Search & Social
Activity
Your
Competitors
Search & Social
Activity
Your
Industry’s
Audience
Search & Social
Activity
New Revenue Opportunities
It’s time to leverage all search and social, internal
and external sources to identify new revenue
opportunities.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

6. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@twitterhandle
Identify terms & keywords variances already
giving you visibility that you’re not targeting…
and new mobile search opportunities!
https://www.google.com/webmasters/tools/
Search Keyword & Social Data Mining by @Aleyda from @WooRank

7. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Under the “Search Queries” report in Google
Webmaster Tools, go to the Top Pages tab
directly.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

8. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Relevant keywords? Low CTR?
Create specific content for them!
Gather the relevant queries that give you
impressions but with low CTR. Make sure to
optimize or expand your Web content with them.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

9. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Select the Mobile search filter, identify the
keywords giving visibility per page and check if
they correctly match your mobile content.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

10. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
http://bit.ly/19edu34
http://mzl.la/LNj7tP
Use a user agent switcher browser extension to
easily verify your mobile search results.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

11. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
http://slidesha.re/1iNuihC
http://bit.ly/1iDFpKq
Follow these mobile SEO guidelines to
optimize your mobile targeted Web presence.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

12. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Truncated
Snippet
Make sure your content is correctly optimized
for the Mobile SERPs to connect with your
audience, maximize your visibility and CTR.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

13. London
|
10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Obtain a massive amount of new keywords
ideas relevant to your offering!
http://tools.seochat.com/tools/related-keywords-tool/
https://serpiq.com/
Search Keyword & Social Data Mining by @Aleyda from @WooRank

14. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Google Suggests
on Steroids
Use SEOchat suggestion keyword finder to
get relevant keywords ideas for your most
profitable keywords.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

15. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Download all the related keywords and
aggregate them to build a consolidated
keyword list.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

16. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Use the previously identified keywords ideas
to discover more using serpIQ and add them
to your consolidated keyword list.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

17. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Verify their level of competition, the
competitors ranking for them already and their
characteristics.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

18. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Be careful with search
volume information
Check them with the Google Keyword Planner
too, to potentially identify additional
suggestions and have a search volume reference.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

19. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@twitterhandle
New Revenue
Opportunities
Aggregate everything in your consolidated
list, eliminate duplicates and prioritize the
most attractive terms from a profit to
competition and search volume perspective.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

20. London
|
10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Get the related keywords you’re still not
targeting from your own competitors!
http://www.similarweb.com/
http://www.semrush.com/
Search Keyword & Social Data Mining by @Aleyda from @WooRank

21. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Browse through your industry’s top players traffic
profile and search insights using SimilarWeb.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

22. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Discover which are the keywords that are
giving traffic to your competitors and you’re
still not targeting.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

23. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Identify the keywords driving traffic per channel
and search source: image, maps, news, videos,
organic and paid.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

24. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Expand your keywords with SEMrush with the
phrase match and related keywords report from
your own domain and from your competitors.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

25. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Verify with SEMrush the potential search
volume, level of competition and seasonality
for all of the identified keywords.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

26. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Do you already have product
pages and content formats
optimized for these?
Optimize & expand your content with the keywords,
prioritizing according to current status, profit
potential, search volume and competition level.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

27. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Improve your social performance by learning from
the shared content, popular networks, Twitter
communities & influencers in your industry.
https://socialcrawlytics.com/
http://tribalytics.com/
Search Keyword & Social Data Mining by @Aleyda from @WooRank

28. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Percentage of content
shared per social
network
Crawl your competitors and your own site with
SocialCrawlytics to identify which are the most
popular social networks among your audience.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

29. London
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10–13
February
2014
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#SESLON
|
@SESConf
Most shared content
in Social Networks
@twitterhandle
Anchor text used to link
the most shared pages
Discover which has been the most shared
content from your competitors and the amount
of shares per social network, vs. yours.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

30. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@twitterhandle
Your Twitter Communities
Influencers by Community
Topics & Location by Community
Use Tribalytics to identify your Twitter
communities and influencers.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

31. London
|
10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Where to hang with the influencers
Use NerdyData to find out which are the sites
where your influencers collaborate with. Build your
own visibility by interacting there!
Search Keyword & Social Data Mining by @Aleyda from @WooRank

32. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@twitterhandle
The type of
content your
audience likes
to share
Which social
network your
audience uses
Which are your
communities and
influencers
Where your
influencers
collaborate and
interact
Now you know how to focus your content, with
whom you should connect and where you should
do it to maximize your social performance.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

33. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@twitterhandle
Get to know the content format, topics and
publishing time to maximize your Facebook
visibility and engagement.
http://simplymeasured.com/free-social-media-tools
http://likealyzer.com/
Search Keyword & Social Data Mining by @Aleyda from @WooRank

34. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Use Simply Measured free Facebook competitive
analysis report to analyze your Facebook
engagement stats vs. your competitors.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

35. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Now you know which post
topics you should prioritize.
See which have been their most popular
Facebook posts and their performance vs. yours.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

36. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Learn which are the post
formats that work better.
Download the reports to Excel where you can
apply filters to them. Follow-up and archive
periodically to track advancement.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

37. London
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10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Check with LikeAlyzer which are the top
performing pages in Facebook in your industry
and learn from them.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

38. London
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10–13
February
2014
|
#SESLON
|
@SESConf
@twitterhandle
Review your page, your competitors & industry’s
top performers to identify the existing gap
between them and how to improve.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

39. London
|
10–13
February
2014
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#SESLON
|
@SESConf
@twitterhandle
Content
formats and
topics your
audience prefers
in Facebook
Why your
competitors get
better results in
Facebook and how
you can too
At what time
you should post in
Facebook to
maximize your
visibility
Now you know which steps to take to improve
your engagement and reach in Facebook.
Search Keyword & Social Data Mining by @Aleyda from @WooRank

40. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@twitterhandle
One last idea: Have you ever thought about
going International? Check your current traffic
and potential search volume from abroad!
http://www.internationalseomap.com/
Search Keyword & Social Data Mining by @Aleyda from @WooRank

41. London
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10–13
February
2014
|
#SESLON
|
@SESConf
@twitterhandle
Gotta love the data we still have. It’s time to
identify new revenue opportunities with them!
Your Current
Search & Social
Activity
Your
Competitors
Search & Social
Activity
Your
Industry’s
Audience
Search & Social
Activity
Search Keyword & Social Data Mining by @Aleyda from @WooRank

42. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@twitterhandle
A small data gift: A profile
from the UK targeted
Websites analyzed with
WooRank.
http://www.woorank.com/state-wooweb-uk/
Search Keyword & Social Data Mining by @Aleyda from @WooRank

43. London
|
10–13
February
2014
|
#SESLON
|
@SESConf
@twitterhandle
Thank you!
Do you have questions?
You can download the slides
from bit.ly/seslon-aleyda
Search Keyword & Social Data Mining by @Aleyda from @WooRank