Keyword Intelligence

Ron Jones Symetri Internet Marketing Twitter: @ron_jones

Download at www.symetri.com/socialize

Some Keywords

Influence Intent

Intelligence

Interest

We are influenced by many kinds of messages that generates interest in products and services

Searcher Expectation

Understanding users expectation is key to delivering the right content and experience

What Keyword to Use

Keywords are the language of search.

SERP / Landing Page

Search engine results pages and landing pages should contain content that uses keywords that were originally searched on.

Conversion Page

If you have relevant content (using relevant keywords) and a good user experience you will have higher conversion rates.

Keyword Research Brief

Keyword Influence

Unified Messaging

Keyword Relevancy “Content Context in King”

“Everything Begins with Search”

Keywords are the Language of Search

- Brian Solis

Keyword Intelligence is central to all Marketing Channels

Keywords

SEO

PPC

Social Media

Marketing

Local and Mobile

Video and Image Search

Display & Banner Ads

Real Time Search

Print, TV and Radio

Positioning and

Branding

6 Steps to Build a Social Media Strategy

Social Media

Strategy

Listen

Goals and

Objective

Develop a Plan

Develop Content

Engage

Measure

Keyword Research helps you “Listen and Learn” the needs and wants of your

Social Community

Buying Cycle and User Intent

Initial Research

Refine Search

Content Research

Decision /

Conversion

Broad Search Terms

ie camera, digital camera,

orange camera

More Specific Terms

ie affordable digital camera

orange, black digital slr

camera zoom

In the buying cycle for your product or service, how long does it take on average for someone to start their information gathering and then to make a purchase.

Very Specific Search Terms

ie canon eos mark III, nikon

d700, f2.8 24-70 zoom lens

Social Media adds “Context” to keyword meaning and user Intent

Keyword Research is about picking the “Right” Keywords

Keywords should be incorporated into “Relevant” destination content

Keyword Success Formula

Picking the Right Keywords + Relevant Destination Content = Conversions

Keyword Research Process

• Find all possible keywords

Brainstorm

• Identify best performing keywords

Refine • Break down

into categories or themes

Categorize

• Test performance

Test

Analyze More than Search Volume

If you focus on search volume only you will miss other variables that will influence keyword performance. Score for relevance, specificity, competition and popularity, etc. Weight Accordingly

Score for Relevance, Competition,

Specificity and Popularity

Add Site Keyword

Performance Data

Tools: Automation vs. Aided

Mindset should be “Computer Aided”

Build a qualitative layer into your processes

Keyword Tools

Suggestion Tools Google AdWords Keyword Tool

YouTube Keyword Tool

Keyword Discovery Paid

Free

Wordtracker Paid

Free

Wordstream Paid

Free

Forecast / Trend Tools Google Traffic Estimator

Google Search Insights

Google Trends

Local Keyword Tools 5 Minute Site

Local Marketing Source

Social Media Based Keyword Research

Twitter Based Tools Advanced Twitter Search Social Mention Tweetbeep Twassup Tweet QA Twitscoop Surchur TweetStats Socialoomph

Video YouTube Keyword Tool Blinkx MetaTube

Images Advanced Flickr Search Google Image Search Bing Image Search

Networking/Blogs Foursquare Search Technorati Delicious PostRank

Track Popular and Trending Topics

Keyword Cloud

generated from

TweetStats.com

Other notable sites are www.twitscoop.com for trending keywords and www.twassup for insights on specific keyword search queries.

Keyword Research for Twitter

YouTube Keyword Research

Understand User Sentiment Learn about user intent

and sentiment

Entered in the keyword “furniture” to gain social insights

Learn about top keywords

Share of Voice

Share of voice refers to the number of conversations about your brand versus your competitors or your market.

SOV and Sentiment Formulas Share of Voice Formula: (positive mentions) + (neutral mentions) / (total mentions for all companies)

So for McDonald’s, You add 77 + 263, which is 340. Now divide this by 1,723 to get 19.73 percent. This is the share of voice for McDonald’s.

(positive mentions × 5) + (neutral mentions × 3) + (negative sentiment × 1) total company mentions

Sentiment Formula:

Use a 5-point scale with positive = 5, neutral = 3, and negative = 1. For each type of mention, multiply by the scale number and divide by the total number of mentions. So for McDonald’s, the calculation would be (77 x 5) + (263 × 3) + (13 × 1) / 353 = 3.36.

Share of Voice: 19.73% Sentiment: 3.36

Measure Keyword Performance

Review Bounce To Gauge

Keyword Relevancy

You can take this model further by looking at which keywords are converting. This can only be done if you have conversion goals setup ahead of time.

SOV – Top 6 Burger Restaurants

Use Keywords in Social Media Content

• Promotions with deals to participants - daily deals

• Tips or how To's • Little known facts or

factoids • White papers • Relevant and timely

statistics • Ask your community - take

polls and share results • Invite guest authors

• Top 10 lists • Case studies • Guides to help educate • Interviews • Live events • News • Opinions • Photos • Gift ideas

By taking what you have learned from keyword research you can build better content for your social media campaigns.

Influence and engage your audience with keyword intelligence

Keyword Intelligence

Ron Jones Symetri Internet Marketing Twitter: @ron_jones

Thank You Download at www.symetri.com/socialize