Cliff Tillery– Digital Marketing Consultant

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Our Topic Today

-How Google Works-What are Keywords and Why Bother Learning About ‘Em?-Handy Tools-Demonstration

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

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 (Remember)

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

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

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, Plumber

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

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!

A Visual Comparision

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)

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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

Stats On Long Tail KWs

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

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 marketing

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

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-Give value

Next, Understand Buyer Personas

Old SEO Vs New SEO

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

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)

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!

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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

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.

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.

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

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

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-Scopes in on your target market

Active & Passive Listening

Active listening- where you go to various tools and look for terms that make sense for youPassive listening- set up systems that alert you when people are talking about your terms

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

Passive Social Listening ToolsGoogle AlertsBuzzsumo-has tools & free accountMention-free account, will give alertsHearsaysocial-good for financial, insurance, etcBottlenose-maps the trends Gnip-starts @$500, so who cares?

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

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

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

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

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