how to create a dynamic social keyword strategy 2.19.13
DESCRIPTION
When you’re planning marketing communications, it is increasingly important to optimize every outlet that might populate or affect your company’s search results or “digital shelf space.” As social signals become more and more prevalent in determining organic search results and rankings, it’s essential for companies you to create a dynamic keyword strategy for social media campaigns. Join Max Silver, Social Media Marketing Specialist at 451 Marketing, as he outlines: The increasing impact of social media on search engine results How to define the top keywords for your social media campaigns How to craft and execute your brand’s strategy to enhance posts’ rankings in search enginesTRANSCRIPT
Social SEO- Enhancing Social Signals to Increase Search Traffic| 02.07.2013
Max SilverSocial Media Specialist
617-329-9835
www.linkedin.com/in/maxesilver
@maxesilver
www.451Marketing.com
Search engine popularity has increased
4,717,000,000 Per Day
Worldwide, 1,722,071,000,000 searches conducted on Google last year.
(Yes, that’s trillion)
Paid Results
OrganicResults
Search Engine Results Page (SERP)
SearchQuery
ContentCode Connections
SEO: The Three C’s
YOUR BRAND
YOUR BRAND
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BRAND
Concept: Digital Shelf Space
1 Billion Users
500 Million Users
Likes, Shares, Follows
Social Media and Search: A Brief History
Social Media Search TrafficQueries
Indirect
Social Media Search ResultsSEO
Direct
Social Media Page Ranking
Social Signals
Social Directly Affects Search Results and Rankings
90mm+ Google
users see personalized
SERPS
Google+ Part of Logged-out Results
Tweeted URLS Earn Direct Links
Bing Results Show Posts by Facebook Friends
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Digital Shelf Space: Expansion
Taking Social Search to a New LevelFacebook Graph Search
Third Screen
How We Consume Information
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BRAND
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Digital Shelf Space: Maximized
• How many social followers/fans you have
• How many re-tweets, likes, shares, +1s
• Who is sharing your content, their authority, their reputation
• Popularity and quality of content
• Timeliness and “trust” of content
• Patterns
Social Ranking Factors
Social Keyword Strategy
• Come up with a list of 10 keywords that includes:
• 5 static terms you would like to rank for throughout the year
• 5 flexible terms that change with the content on your site or blog.
• Start this process by checking your Google Analytics account and finding your top keywords
• Round off your list with “must win” keywords. These are terms you would like to consistently rank higher.
Choosing Social Keywords
In Google’s (free) Keyword Tool, we can enter general terms that relate to the main theme. The tool will then list suggestions for related keywords as well as their search volumes.
Choosing Social Keywords
• Before you solidify your list, you should enter your keywords into the Google Trends tool.
• If the graph shows very little activity for “head” terms, you may want to reconsider using them.
• Low activity on “long tail” terms may be an avenue of opportunity
Choosing Social Keywords
Using Social Keywords
Using Social Keywords
Optimize URLs
Optimize Blogs
Optimize Posts and Updates
Success Stories
Success Stories
Success Stories
Success Stories
Takeaways:1. 2013 is Year of Social Signals
Research keywords and social topics to inspire a social content plan
2. Define a Social Keyword StrategyBuild out both static and flexible keywords to use across social platforms
3. ABO: Always Be OptimizingConstantly be using your social keyword strategy, as well as updating your flexible keywords based on trends
Questions?
• Founded in 2004
• National communications agency based in Boston and representing Los Angeles, New York, San Diego, and Las Vegas
• Managing Partners Nicholas Lowe, AJ Gerritson, and Tom Lee
• Named a 2011 and 2012
About 451 Marketing
The experienced team at 451 Marketing specializes in integrating public relations, social media, and search marketing tactics into dynamic communications campaigns. We work with brands to build awareness, engage customers, and drive business using custom, integrated communications campaigns.
Integrated Communications