SEO: Monitor the Web With Google Reader

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Learn to monitor the web for your brand, product or keyword mentions using nothing but free tools like Google Reader, Twitter, Facebook, and Google Alerts.

More info at http://bit.ly/optimareader

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SEO: Monitor the Web With Google Reader

  1. 1. • Catch people talking about your company or products• Find potential customers• Find influencers or partners for future outreach• Find blog ideas• Find things to RT
  2. 2. • An RSS feed reader (we like Google Reader)• Twitter• Google Alerts• Google Blog Search
  3. 3. • Look for RSS icon on industry sites• Search for “INDUSTRY blog”• Search for “top INDUSTRY blogs”• Find competitors’ blogs
  4. 4. • Try adding /feed to blog’s URL: http://blog.hhcolorlab.com/  http://blog.hhcolorlab.com/feed
  5. 5. In GoogleReader,click“Subscribe”Paste RSSfeed URLClick “Add”
  6. 6. • Click the arrow on a feed and then “New folder…”• Organize by audience (customers, competition) or by source (Q&A sites, blogs, video)
  7. 7. • Create RSS updates from Google searches: www.google.com/alerts• Search for keywords, product names, company names• Real-time notification of new Google search results• Can also send automatic email as results are found
  8. 8. • Tip: try alerts that will find people asking questions
  9. 9. • Trial and error!• Use “quotes,” or you’ll get weird stuff • Try OR, AND• Group terms with ( )• Weed out junk with “-”• Use “- site:example.com” to filter out spammy sites
  10. 10. • Cast a wider net: Pull tweets in too!• Hear from consumers who don’t blog• Look for… • Tweets that suggest buyer intent • Tweets from related businesses, targeting your audience
  11. 11. • Twitter removed link to search RSS• Direct link still works: http://search.twitter.com/search.atom?q=YO• Replace “YOURKEYWORDS” with target terms• Paste URL into Google Reader
  12. 12. • Monitor tweets from or to any account• Browser will replace spaces and special characters, giving you this URL: http://search.twitter.com/search.atom?q=fro
  13. 13. • Filter tweets by latitude/longitude: http://search.twitter.com/search.atom?q=we• Use this to find your latitude and longitude: http://itouchmap.com/latlong.html
  14. 14. • Use hashtags to pull relevant tweets: http://search.twitter.com/search.atom?q=%2• In this example, replace “photog” with your hashtag of choice• Use the following for hashtag research: • http://hashonomy.com/hashtags/trending/ • http://hashtags.org/ • http://twubs.com/
  15. 15. • Remove retweets with –rt• Remove tweets w/ links with –filter:link• Example: http://search.twitter.com/search.atom?q=we• Leaves you with actual conversations, not just links to blogs• Remove tweets with any keyword by adding “–keyword”
  16. 16. • If not comfortable modifying URLs directly, try http://topsy.com/ • Simpler, but missing some options
  17. 17. • Create an assortment of feeds w/ brands, hashtags, and keywords• Test something, then modify query• Filter out spammy results• Remove any feed that isn’t useful
  18. 18. • Subscribe to a page’s feed using this URL: https:// www.facebook.com/feeds/page.php?format= id=57676989295• Click profile image to see page ID in URL:• Put ID into above URL and paste it into Google Reader
  19. 19. • No built-in method like Twitter – use Google Alerts: hhcolorlab site:facebook.com -site:facebook• The above returns... • Mentions of hhcolorlab on Facebook • Not including their Facebook page • Excluding all Twitter RTs posted to Facebook walls• Copy that text to Google Alerts to test
  20. 20. • Brainstorm ideas just for video!• Set “Result type” to “Video.”• Create a folder just for video searches
  21. 21. • Monitor Quora, Yahoo Answers, Wiki Answers, others with a single search: (site:quora.com OR site:answers.yahoo.com OR site• Add queries to Google Alerts!
  22. 22. • Follow blogs in 1 location• Comment on interesting posts• Follow interesting people on Twitter• Respond to brand mentions
  23. 23. • Create a bundle from a folder in Google Reader• Generate RSS link for entire bundle• Paste URL into http://thegramanator.appspot.com/ Add ?n=70 to URL to get more results!• Credit for original idea and Gramanator tool: Ian Lurie, Portent Interactive
  24. 24. • Paste the raw text into www.tagxedo.com or www.wordle.net
  25. 25. • Spot trending topics• Visualize blog and twitter activity• Google blog search trending topics you’re not familiar with• Plan blog posts around what’s hot• Blog ideas from this example…: • School senior posing tips • Wedding close-up tips • Photography wall displays • Photography business tips
  26. 26. • A feed with 500+ new posts per hour is not a great feed• A feed with 3 new posts per day is also no good• Make sure your queries align with your objectives
  27. 27. • The output will only be as good as the inputs • Find/create at least a dozen quality feeds • Filter out spam and noise • Think like a business – what do they write about? • Think like a customer – what do they write about?
  28. 28. • This is merely a tool for listening and monitoring• Should be used to inform a content strategy• This fits into step 3 of building a content marketing machine: http://www.seomoz.org/blog/how-to-build-a
  29. 29. • We can… • Develop the strategy • Create the content • Measure the results

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