Using SEO & Keyword Insights to Build Communities

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Search-engine optimization forms the foundation of attracting a wider audience to your brands, yet it’s a platform for building new business. Learn how to build communities of interest out of keyword clusters and analytics insights.

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Using SEO & Keyword Insights to Build Communities

  1. 1. Using SEO & Keyword Insights to Build Communities Turning SEO into Business Intelligence and Revenue Join The Media R evolution | November 1-3, 2011 | Marriott Marquis, New York City
  2. 2. it’s about People...• make stuff people want• be generous• give great directions• be social, build relationships• measure, improve, repeatTips , Tools & Examples Join The Media R evolution | November 1-3, 2011 | Marriott Marquis, New York City
  3. 3. content, content, contentTips: visitors” -- Hubspot, 2010 55% more website “Companies that blog get Compelling, regularly updated content is vital. Use SEO & keyword insights to make content people want. Listen. Continue to improve. Join The Media R evolution | November 1-3, 2011 | Marriott Marquis, New York City
  4. 4. keep objectives in sightTips: • write down your objectives • measurable, attainable, time-delimited & specific • think about tactics to achieve objectivesExample: • Increase profit by 10% in 1st Quarter of 2012. • Increase sales of premium content. •Increase engagement with content. • Increase # of comments & shares. • Run promotions with user generated content. • Increase ROI of advertising & promotions. • Optimize Pay-per click campaigns • Search engine optimize content Join The Media R evolution | November 1-3, 2011 | Marriott Marquis, New York City
  5. 5. understand your audienceTips: Be specific about who your audience is so you can understand their needs & desires.... • Audience Definition • Key Personas • Job Descriptions • Think in terms of wants, desires & needs • More than demographics, although those help Join The Media R evolution | November 1-3, 2011 | Marriott Marquis, New York City
  6. 6. Example: key persona Jane Smith is VP of Marketing for XYZCorp, an after- market auto parts manufacturer & retailer, which employs 300 people nationwide, mostly in Boston. Jane is highly educated, with an MBA from a top school, and she continues to keep up with industry trends by reading top publications (mostly online). She’s interested in learning how she can get more ROI out of her marketing strategies & tactics and would like to connect with others facing similar situations. Outside of work, Jane enjoys taking long drives in the country with her husband, as well as spending time with her close friends. She works hard, but enjoys a separation of work and home. She has a geeky fascination with the latest technology gadgets.photo by Adrian Gaskell @ Flickr CC - http://www.flickr.com/photos/cmi_managers/4437388941/in/photostream/ Join The Media R evolution | November 1-3, 2011 | Marriott Marquis, New York City
  7. 7. make stuff people wantTips: organic, not paid” -- Marketing Sherpa, 2007 “70% of links search users click on are Use keyword research to find out what people want -- look for niches where you can be competitive • Long tail & niche keywords • Broadening of keywords & topics • Keywords with engagementTools: WordStream, SEOmoz, SEMRush, Compete, Google AdWords, Google Analytics, Google Webmaster Tools, Google Search Tools, Radian6 Join The Media R evolution | November 1-3, 2011 | Marriott Marquis, New York City
  8. 8. traffic from keywords...Example: From Google Analytics.... Join The Media R evolution | November 1-3, 2011 | Marriott Marquis, New York City
  9. 9. broaden keywords...Examples:To Google Search &Google AdWords KeywordTool... Join The Media R evolution | November 1-3, 2011 | Marriott Marquis, New York City
  10. 10. long tail & niche keywordsExample: From WordStream Free Keyword Niche Finder Join The Media R evolution | November 1-3, 2011 | Marriott Marquis, New York City
  11. 11. keyword mappingExample: brand • branding • brand identity • brand strategy • brand management • brand development • brand equity • brand design • brand extension Join The Media R evolution | November 1-3, 2011 | Marriott Marquis, New York City
  12. 12. content brainstormingExample: Join The Media R evolution | November 1-3, 2011 | Marriott Marquis, New York City
  13. 13. be generousTip: Free stuff brings people in. Use great free content as a hook to paid content & services (inbound marketing).Example: ? Join The Media R evolution | November 1-3, 2011 | Marriott Marquis, New York City
  14. 14. give great directionsTips: Once you have people on your site, make it obvious what they should do next. • Relevant landing pages • Clear Calls to Action • Compelling Offers Tools: Tutorials & How-to’s on •Copyblogger •SEOmoz •Marketo •WordStream Join The Media R evolution | November 1-3, 2011 | Marriott Marquis, New York City
  15. 15. Example: landing page Join The Media R evolution | November 1-3, 2011 | Marriott Marquis, New York City
  16. 16. be social, build relationships Tips: • social affects SEO • have conversations • monitor for brand mentions & respond Example:Tools:Radian6, NetVibes, HootSuite,Google Alerts, Social Mention ...A Wiki of Social MediaMonitoring:http://wiki.kenburbary.com/ Join The Media R evolution | November 1-3, 2011 | Marriott Marquis, New York City
  17. 17. build a network of influenceTips: • reviewsresultsup in search show Example: • reach out to influencers in target audience • share & comment • Klout Tools: • PeerIndex • Twitter searches • Technorati • Google Alerts Join The Media R evolution | November 1-3, 2011 | Marriott Marquis, New York City
  18. 18. improve user experienceTip: Use what you know about an individual to tailor their experience (content & marketing)Examples: • Topic specific newsletters & rss feeds • Dashboard of content • Tailored & exclusive offers Tools: Salesforce, SugarCRM, MoxieSoft, RightNow, JitterJam, SproutSocial Join The Media R evolution | November 1-3, 2011 | Marriott Marquis, New York City
  19. 19. measure, improve, repeat Measure against objectives.Tips: Take a look at what is working & what’s not. • Articles & topics with most traffic, engagement & shares. • Keywords used to find & share content. Continue to use SEO & keyword insights to improve your content & build your community. Tools: Google Analytics, Twitter Search, Social Mention, Radian6, Web Trends Join The Media R evolution | November 1-3, 2011 | Marriott Marquis, New York City
  20. 20. Connect with me...Sazbean.comTwitter.com/sazbeanFacebook: www.facebook.com/sazbeanLinkedIn: http://www.linkedin.com/in/sazbeansaz@sazbean.com Join The Media R evolution | November 1-3, 2011 | Marriott Marquis, New York City
  21. 21. Questions??photo by -bast- @ Flickr CC - http://www.flickr.com/photos/-bast-/349497988/ Join The Media R evolution | November 1-3, 2011 | Marriott Marquis, New York City

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