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 you Passive 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 Tools

Google Alerts Buzzsumo-has tools & free account Mention-free account, will give alerts Hearsaysocial-good for financial, insurance, etc Bottlenose-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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