| November 1-3, 2011 | Marriott Marquis, New York CityJoin The Media R volutione

Using SEO & Keyword Insightsto Build Communities

Turning SEO into Business Intelligence and Revenue

| November 1-3, 2011 | Marriott Marquis, New York CityJoin The Media R volutione

Tips Tools,

it’s about People... • make stuff people want• be generous• give great directions• be social, build relationships• measure, improve, repeat

& Examples

| November 1-3, 2011 | Marriott Marquis, New York CityJoin The Media R volutione

content, content, content

“Companies that blog get 55% more website visitors” -- Hubspot, 2010

Compelling, regularly updated content is vital.

Use SEO & keyword insights to make content people want.

Listen. Continue to improve.

Tips:

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keep objectives in sight

• 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

• write down your objectives• measurable, attainable, time-delimited

& specific• think about tactics to achieve objectives

Example:

Tips:

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understand your audienceBe 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

Tips:

| November 1-3, 2011 | Marriott Marquis, New York CityJoin The Media R volutione

key personaJane 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.

Example:

photo by Adrian Gaskell @ Flickr CC - http://www.flickr.com/photos/cmi_managers/4437388941/in/photostream/

| November 1-3, 2011 | Marriott Marquis, New York CityJoin The Media R volutione

make stuff people want

Tools:

“70% of links search users click on are organic, not paid” -- Marketing Sherpa, 2007

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 engagement

Tips:

WordStream, SEOmoz, SEMRush, Compete, Google AdWords, Google Analytics, Google Webmaster Tools, Google Search Tools, Radian6

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traffic from keywords...Example: From Google Analytics....

| November 1-3, 2011 | Marriott Marquis, New York CityJoin The Media R volutione

broaden keywords...Examples:To Google Search &Google AdWords Keyword Tool...

| November 1-3, 2011 | Marriott Marquis, New York CityJoin The Media R volutione

long tail & niche keywordsExample: From WordStream Free Keyword Niche Finder

| November 1-3, 2011 | Marriott Marquis, New York CityJoin The Media R volutione

keyword mapping

brand

• branding

• brand identity

• brand strategy

• brand management

• brand development

• brand equity

• brand design

• brand extension

Example:

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content brainstormingExample:

| November 1-3, 2011 | Marriott Marquis, New York CityJoin The Media R volutione

be generous

?

Free stuff brings people in. Use great free content as a hook to paid content & services (inbound marketing).

Example:

Tip:

| November 1-3, 2011 | Marriott Marquis, New York CityJoin The Media R volutione

give great directions

Tutorials & How-to’s on•Copyblogger•SEOmoz•Marketo•WordStream

Tools:

Once you have people on your site, make it obvious what they should do next.

• Relevant landing pages• Clear Calls to Action• Compelling Offers

Tips:

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Example: landing page

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be social, build relationships• social affects SEO• have conversations• monitor for brand mentions & respond

Radian6, NetVibes, HootSuite,

Google Alerts, Social Mention ...

A Wiki of Social Media

Monitoring:

http://wiki.kenburbary.com/

Tools:

Example:

Tips:

| November 1-3, 2011 | Marriott Marquis, New York CityJoin The Media R volutione

build a network of influence• reviews show up in

search results • reach out to

influencers in target audience

• share & comment

• Klout

• PeerIndex

• Twitter searches

• Technorati

• Google Alerts

Tools:

Example:Tips:

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improve user experienceUse what you know about an individual to tailor their experience (content & marketing)

Salesforce, SugarCRM, MoxieSoft,

RightNow, JitterJam, SproutSocialTools:

Examples: • Topic specific newsletters & rss feeds

• Dashboard of content

• Tailored & exclusive offers

Tip:

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measure, improve, repeatMeasure against objectives.

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.

Google Analytics, Twitter Search, Social

Mention, Radian6, Web TrendsTools:

Tips:

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Sazbean.com

Twitter.com/sazbean

Facebook: www.facebook.com/sazbean

LinkedIn: http://www.linkedin.com/in/sazbean

saz@sazbean.com

Connect with me...

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Questions??

photo by -bast- @ Flickr CC - http://www.flickr.com/photos/-bast-/349497988/