2. Welcome To Make It Loud!
WiFi Name: MIL_Guest
Password: Volkswag3n
3. Our Topic Today
-How Google Works
-What are Keywords and Why
Bother Learning About ‘Em?
-Handy Tools
-Demonstration
4. How Google Works
-When you search Google,
you’re not actually searching
the internet.
-Insert Matrix analogy here
-The keyword strategy for a
website is the backbone of
how Google ranks your site
5. So, What’s A Keyword
-Keywords are words or
phrases that quickly represent
what you do
-These words are used by
Google to help determine
where your site should rank
-Keywords help determine the
intent of the browser
6. The Importance Of Keywords
-Google doesn’t read images
-Images without keywords are
just blank spaces to Google
-Keywords can help your
website prospect for
customers
-To be effective, your website
must have a keyword strategy
7. Google Confusion
-I’m not sure this is a real
term, but it’s a real thing
-Dr. Rudy’s College Prep Pizza
Delivery
-Make It Loud Web Design &
Wedding Planners
-Try it
8.
9. The Types Of Keywords
-Short Tail- this is a general
keyword that is broad, general
and may have more
competition
-Think short
words/terms/phrase that are
more generic
-Dentist, Attorney, HVAC,
10. The Types Of Keywords
-Long Tail- a more narrow term
or phrase that describes more
specifics about what you do
-Sleep apnea dental appliance,
honest attorney in Atlanta,
Commercial HVAC company,
emergency plumber in Buford
11. The Real Difference
-Short Tail keywords usually
have big search numbers….
…but LOTS of competition
-Long Tail keywords usually
have lower search numbers
and less competition…
…which makes them easier to
rank for!
13. So, Which Types Of Keywords
Should You Focus On?
-Well, both actually
-A lot depends upon the
industry
-Even more depends upon the
search result competition
(notice, I didn’t say direct
competition)
14.
15. 57
Long Tail Wins!
-It’s smart to focus more on
the long tail keywords
-Easier and more profitable to
target
-Amazon makes 57% of sales
from long tail keywords
-They convert better
17. Long Tail Keywords
-Specifically targeting long tail
keywords can significantly
increase traffic
-One SaaS company found
long tail KWs performed 2.5
times better than short tail
18. Specific Places To Use Keywords
-Domain names
-Page titles
-Meta descriptions
-Home page
-Pages About What You Do
-Blog posts
-Yeah, pretty much in all
aspects of your content
19. My What?!?!
Content Marketing:
-A fancy way to describe all
the messages you craft to
catch the eyes of your target
market
-Includes your social media
marketing, blogs, emails,
landing pages
20. So, How Do I Make My Content
Marketing Effective?
-First, define the purpose of
your content
-This includes defining what
you want as the call to action
-It isn’t always about selling-
sometimes it’s about
informing
23. So, What Does This Really Mean?
-When pondering KWs,
consider intent of the browser
-”near me” type searches have
gone up nearly 40%
-With 60% searches done on
the mobile, write your content
to your browser’s intent
24. Keyword Tools
-Google Keyword Planner-gets
search data right from the big boy
-Keywordtool.io- awesome for
helping you find long tail KWs
-google.com/trends-quick look at
which KWs are doing well where
-Google search box itself (look at
the suggestions Google offers)
25.
26. Please Allow A Demonstration
Let’s look at how I go about
picking keywords
-Not saying it’s the ONLY
way….
or even the RIGHT way!
31. Once You’re On The Bus
-Identify your target market
-Think about which channels
they are using
-Brand your channels
consistently
-Start the experiment
-Measure the results
32. The Point Here…
-There’s plenty of controversy
about the ROI of Social Media
-But you can’t determine
effectiveness of something
you’re not measuring
-Get data.
33. Time For Analogies
-Think of 2 cars moving
toward each other…trying to
have a conversation
-Imagine walking into the
largest networking group in
the world…and starting a
conversation.
34. Why Should We Listen?
-Manage reputation- big money
-Respond to negative posting
-Create opportunities to brand
-Provide customer service
-To generate leads
-To stay informed on the
competition
35. Go Back To Our Networking Analogy
Imagine if you will…
Being able to stand in a
networking meeting and hear all
the conversations at once…
And insert yourself strategically
into the conversations that help
your business the most
36. Social Media Mining
-“Mining” social media channels
for specific, targeted keywords that
your business revolves around
-Also called social media
monitoring
-Increases your ability to target
those expressing interest in what
you do
37. Active & Passive Listening
Active listening- where you go to
various tools and look for terms
that make sense for you
Passive listening- set up systems
that alert you when people are
talking about your terms
38. Active Listening Tools
-Addictomatic-let’s you browse a
variety of channels across the web
-Social Mention- gives you “mood
metrics”
-Topsy-search out trends, topics &
discussions about your subject
-Icerocket- let’s you search out
and find people mention keywords
39. Passive Social Listening Tools
Google Alerts
Buzzsumo-has tools & free
account
Mention-free account, will give
alerts
Hearsaysocial-good for financial,
insurance, etc
Bottlenose-maps the trends
40. Hybrid Tools
There are tools out there that
combine social analytics AND
social media listening:
-Tweetdeck-analytics & more
-Trackur.com-starts at $97/month
-Viralheat-call for cost
-Simplify360- call for demo
41. The Goal For These Tools
-Figure out what you want to
accomplish- your goals for social
media
-Identify what measurements
best reflect your goals
-Identify your monitoring style
(active or passive)
-Pick the tool that fits you best
42. Limitations Of These Tools
-Budget
-Time
-Motivation
However, the first time you
connect with someone that ends
up with a sale, these limitations
may shrink
43. Curious Thoughts
-In order to be able to monitor a
social media channel you need
the API (nerd-speak for bridge
between software)
-Why would any SM Channel
allow monitoring vs get paid to
do this themselves? …Hmm
