Grabbing attention online is not as easy as people might think, especially when you need to stand out to potential prospects. The chances of someone stumbling onto your site accidentally is not likely and the competition on the internet keeps on increasing, so what do you do to make your business stand out?
Finding the right keywords for your business to strategize on will help align content with user behavior, campaigns with target audiences. Keywords connect and build a relationship between you and your prospects. And if done right, keywords are the most valuable asset in identifying highly targeted leads.
Here’s the rub: not all keywords are created equal. If you try to copy and paste your SEO keywords into your social strategy, you’re in for a disappointing marketing review. The key to keywords is user behavior.
Search Engine Keywords
When a customer is curious about your business, service or what your product does, the first response most people do is pull up a search engine (Google, Bing, Yahoo, Ask, etc.) and type in whatever that comes to mind.
An SEO keyword is the link between the problem a user is expressing and the solution your brand can offer. Focus on a few pain-points that you address and build out a list of keyword groups that you can incorporate in your content.
Besides ranking high using organic search results, paid search marketing on Google AdWords and Bing Ads tool are a great way to control the keyword targeting you want to achieve. One problem you may find using paid search is the use of “head” keywords. Keywords like “inbound marketing” are searched for frequently so they’re considered as a head keyword, while “inbound marketing training” would have fewer searches and considered as a long tail keyword.
Purchasing or trying to rank organically on “head” keywords will have you spending more money and will reduce your ROI. The best advice is to find your niche. Start with your customers. What are they saying in their first sales call or customer success meeting? These are the most valuable terms for you to capture.
Also, use words that come from your own website and business. Explore on social media and see what your customers are saying about your business and pick out keywords from their posts!
Social Media Optimization (SMO) is the process of enhancing your company’s online search presence through mentions and links on Twitter, Facebook, LinkedIn, and other social sites. Not only do most social posts show up in search results, but a strong social presence can actually improve your main website’s organic search ranking.
Keywords for SMO should follow your SEO strategy closely, and just as you would never stuff a blog post with an incoherent string of keywords you’re trying to target, don’t let your Twitter feed become a dumping ground for buzzwords. Pick a few keyword groups to strategize, and focus your efforts on earning Retweets and mentions.
Even though keyword search is important in organic and paid search, the implementation of keyword targeting in social media can also be highly effective. Your target audience may be sharing content on Facebook, Twitter, LinkedIn or any other social channels, so discovering the keywords that they are using is a great start.
Conducting keyword research in social media will help you learn what your customers may want and track popular, trending topics on your social media platforms. This will also determine search and query frequency and gain market interest towards your business. You will get a better understanding and find out relevant points for engagement.
However, targeting your audience on social media is inherently different than targeting them through search, simply because the platforms perform different functions. When someone is searching, they’re looking for an answer and using product and solution specific language like “how to make an infographic” or “infographic tools.”
In contrast, social media posts are a conversation, and prospects might not be looking (or know that they’re looking!) for a solution in the moment. Therefore, it’s important to target keywords that identify the right kinds of people, which may or may not be relevant to your product or service. In the same example as before, someone who’s Tweeting about “content marketing” or “data visualization” would probably be interested in an infographic tool. Similarly, using those keywords in your own social media marketing will help them find you.
If you’re interested in learning more about social media keywords and how to build the right search criteria to find targeted leads, watch Socedo’s on-demand webinar The Inside Scoop on Targeting Leads with Search Criteria.