Looking for an exciting way to reach a specialized audience? Have you considered a social media campaign collaboration? In this article, you’ll discover how to partner with another brand to promote products and services to your respective audiences. Why Run Joint Social Media Campaigns? The pace and competitiveness of social media marketing often narrow our
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Keyword intent represents the user’s purpose for the search. It’s what the user is likely to do when searching for a particular phrase. Or, to be more precise, it’s what we think the user is likely to do since we cannot always be sure.
Keyword intent is undoubtedly the most important concept when it comes to keyword research. It helps you meet the users’ needs better and match your content and landing pages to their intentions. Analyzing keywords by intent is thus your first step when diagnosing conversion issues when it comes to search referrals.
Analyzing keywords by intent should be your first step when diagnosing conversion issues.
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The 4 Types of Keyword Intent
There are four types of keyword intent:
Let’s quickly see what each of these means.
1. Commercial, or High, IntentThis type can also be referred to as “buy now” intent. It signifies a strong intention on the part of the searcher to act (to buy, join, subscribe, etc.). Usually, these will be keyword phrases containing the following modifiers:
People are most likely to commit to purchase as a result of these types of searches.
2. Informational IntentInformational intent, on the other hand, means that the searcher is willing to find out more about the concept. It’s probably not a good idea to try selling anything to them outright, but these could be good for developing “gated” content and collecting emails. Queries with purely informational intent could contain the following modifiers:
Transactional intent lies somewhere in the middle of commercial and informational intent. Simply put, these queries can represent both the purpose to buy and to read more about the concept. With the right content and setup, these searchers may buy things or be convinced to buy somewhere further into the conversion funnel. These queries can contain words like:
Keywords that contain brand names signal navigational intent, meaning a searcher knows exactly where they’re headed. Brand name searches are your assets. If a person types in your brand name when searching, they already know exactly what they want; you just need to give that to them.
What you need to do here is to make sure:
Pay close attention to search queries that contain your brand name, and monitor your site rankings for all of them.
How to Identify Keyword IntentIn most cases, you’ll be able to use your common sense when determining the search query intent. In many cases, it’s pretty obvious whether a user intends to buy, research, or navigate to a particular website.
Google has been working on identifying user search intent in the best possible way for at least a decade now, so you’ll be able to pick up some cues by simply searching Google. Namely, Google’s so-called “Universal” search is the search giant’s attempt to meet the searcher’s needs and give them what they need right within the search results. In most cases, these types of search results will signal the user’s intent (as Google perceives it):
You can use Serpstat to see which types of “universal” search results from any given query triggers:
You can also use Serpstat filters to restrict your search to queries triggering a particular search type (and hence a particular intent):
This is a very useful trick when you are working on a specific marketing strategy. For example, when creating an editorial calendar, you can use Serpstat to research keywords triggering “People also ask” results, revealing obvious informational intent.
How to Organize Keywords for Better ConversionsBeing an integral part of keyword research, intent helps you create a more organized content strategy aiming at happier customers and better conversions. The first step is to organize keyword phrases by intent:
Next, organize your keyword lists further by a required action:
Finally, organize those keywords by landing page type. Informational and transactional queries may call for different types of content and landing page to better satisfy the users’ needs. For example, you can decide to create:
You can use Excel or Google Spreadsheets to organize your keywords using multiple labels. You can go through your keyword lists and organize them by intent, required action, and the type of the landing page you plan to create.
View and copy this template here.
You can then integrate those spreadsheets into a marketing dashboard or project management platform like Cyfe or Trello (or any of these other options) for easier sharing.
Working with keywords takes time, but it defines your future marketing strategy on many levels, so don’t rush things up! Targeting user intent when planning and optimizing your content makes your whole digital strategy much better organized and more conversion-oriented. With the above analysis, suddenly each of your web pages has a purpose.
The post How Keyword Intent Can Boost Your Conversion Rate appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.
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Wondering how social customer care improves your marketing results? Want tips for acquiring and retaining customers? To explore why marketers should care about taking care of customers, I interview Shep Hyken. More About This Show The Social Media Marketing podcast is designed to help busy marketers, business owners, and creators discover what works with social
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What is it you do again?
It's a question every SEO has had to answer at some point, whether to your family members over the holidays or to the developer who will eventually implement your suggestions. If you don't have a solid elevator pitch for describing your job, this is the Whiteboard Friday for you! Learn how to craft a concise, succinct description of life as an SEO without jargon, policing, or acting like a superhero.
Click on the whiteboard image above to open a high-resolution version in a new tab!
Hey guys, welcome to this week's edition of Whiteboard Friday. My name is Kameron Jenkins, and I work here at Moz. Today we're going to be talking about creating an SEO elevator pitch, what is it, why we need one, and what kind of prompted this whole idea for an SEO elevator pitch.
So essentially, a couple of weeks ago, I was on Twitter and I saw John Mueller. He tweeted, "Hey, I meet with a lot of developers, and a lot of times they don't really know what SEOs do." He was genuinely asking. He was asking, "Hey, SEO community, how do you describe what you do?" I'm scrolling through, and I'm seeing a lot of different answers, and all of them I'm resonating with.
They're all things that I would probably say myself. But it's just interesting how many different answers there were to the question, "What do SEOs do and what value do they provide?" So I kind of thought to myself, "Why is that? Why do we have so many different explanations for what SEO is and what we do?" So I thought about it, and I thought that it might be a good idea for myself and maybe other SEOs if you don't already have an elevator pitch ready.
What is an SEO elevator pitch?Now, if you're not familiar with the concept of an elevator pitch, it's basically — I have a definition here — a succinct and persuasive speech that communicates your unique value as an SEO. It's called an elevator pitch essentially because it should take about the length of time it takes to ride the elevator with someone. So you want to be able to quickly and concisely answer someone's question when they ask you, "Oh, SEO, what is that?I think I've heard of that before. What do you do?"
Why is this so hard?So let's dive right in. So I mentioned, in the beginning, how there are so many different answers to this "what do you say you do here" type question. I think it's hard to kind of come up with a concise explanation for a few different reasons. So I wanted to dive into that a little bit first.
1. Lots of specialties within SEOSo number one, there are lots of specialties within SEO.
As the industry has advanced over the last two plus decades, it has become very diverse, and there are lots of different facets in SEO. I found myself on quite a rabbit trail. I was on LinkedIn and I was kind of browsing SEO job descriptions. I wanted to see basically: What is it that people are looking for in an SEO?
How do they describe it? What are the characteristics? So basically, I found a lot of different things, but I found a few themes that emerged. So there are your content-focused SEOs, and those are people that are your keyword research aficionados. There are the people that write search engine optimized content to drive traffic to your website. You have your link builders, people that focus almost exclusively on that.
You have your local SEOs, and you have your analysts. You have your tech SEOs, people that either work on a dev team or closely with a dev team. So I think that's okay though. There are lots of different facets within SEO, and I think that's awesome. That's, to me, a sign of maturity in our industry. So when there are a lot of different specialties within SEO, I think it's right and good for all of our elevator pitches to differ.
So if you have a specialty within SEO, it can be different. It should kind of cater toward the unique brand of SEO that you do, and that's okay.
2. Different audiencesNumber two, there are different audiences. We're not always going to be talking to the same kind of person. So maybe you're talking to your boss or a client. To me, those are more revenue-focused conversations.
They want to know: What's the value of what you do? How does it affect my bottom line? How does it help me run my business and stay afloat and stay profitable? If you're talking to a developer, that's going to be a slightly different conversation. So I think it's okay if we kind of tweak our elevator pitch to make it a little bit more palatable for the people that we're talking to.
3. Algorithm maturityThree, why this is hard is there's been, obviously, a lot of changes all the time in the algorithm, and as it matures, it's going to look like the SEO's job is completely different than last year just because the algorithm keeps maturing and it looks like our jobs are changing all the time. So I think that's a reality that we have to live with, but I still think it's important, even though things are changing all the time, to have a baseline kind of pitch that we give people when they ask us what it is we do.
So that's why it's hard. That's what your elevator pitch is.
My elevator pitch: SEO is marketing, with search enginesThen, by way of example, I thought I'd just give you my SEO elevator pitch. Maybe it will spark your creativity. Maybe it will give you some ideas. Maybe you already have one, and that's okay. But the point is not to use mine.
The point is essentially to kind of take you through what mine looks like, hopefully get your creative juices flowing, and you can create your own. So let's dive right into my pitch.
So my pitch is SEO is marketing, just with search engines. So we have the funnel here — awareness, consideration, and decision.
Awareness: Rank and attract clicks for informational queries.First of all, I think it's important to note that SEO can help you rank and attract clicks for informational queries.
So when your audience is searching for information, they want to solve their pain points, they're not ready to buy, they're just searching, we're meeting them there with content that brings them to the site, informs them, and now they're familiar with our brand. Those are great assisted conversions. Rank and attract clicks for evaluation queries. When your audience is starting to compare their options, you want to be there. You want to meet them there, and we can do that with SEO.
Decision: Rank, attract clicks, and promote conversion for bottom-funnel queriesAt the decision phase, you can rank and attract clicks and kind of promote conversions for bottom of funnel queries. When people are in their "I want to buy" stage, SEO can meet them there. So I think it's important to realize that SEO isn't kind of like a cost center and not a profit center. It's not like a bottom of funnel thing. I've heard that in a lot of places, and I think it's just important to kind of draw attention to the fact that SEO is integrated throughout your marketing funnel. It's not relegated to one stage or another.
But how?We talked about rank and attract clicks and promote conversions. But how do we do that? That's the what it does.
But how do we do it? So this is how I explain it. I think really, for me, there are two sides to the SEO's coin. We have driving, and we have supporting.
1. DrivingSo on the driving side, I would say something like this. When someone searches a phrase or a keyword in Google, I make sure the business' website shows up in the non-ad results. That's important because a lot of people are like, "Oh, do you bid on keywords?"
We're like, "No, no, that's PPC." So I always just throw in "non-ad" because people understand that. So I do that through content that answers people's questions, links that help search engines find my content and show signs of authority and popularity of my content, and accessibility. So that's kind of your technical foundation.
You're making sure that your website is crawlable and it that it's index the way that you want it to be indexed. When people get there, it works. It works on mobile and on desktop. It's fast. So I think these are really the three big pillars of driving SEO — content, links, and making sure your website is technically sound. So that's how I describe the driving, the proactive side of SEO.
2. SupportingThen two, we have supporting, and I think this is kind of an underrated or maybe it's often seen as kind of an interruption to our jobs.
But I think it's important to actually call it what it is. It's a big part of what we do. So I think we should embrace it as SEOs.
A. Be the Google Magic 8-ballFor one, we can serve as the Google Magic 8-Ball. When people come to us in our organization and they say, "Hey, I'm going to make this change, or I'm thinking about making this change.Is this going to be good or bad for SEO?"
I think it's great that people are asking that question. Always be available and always make yourself ready to answer those types of questions for people. So I think on the reactionary side we can be that kind of person that helps guide people and understand what is going to affect your organic search presence.
B. Assist marketingTwo, we can assist marketing. So on this side of the coin, we're driving.
We can drive our own marketing strategies. As SEOs, we can see how SEO can drive all phases of the funnel. But I think it's important to note that we're not the only people in our organization. Often SEOs maybe they don't even live in the marketing department. Maybe they do and they report to a marketing lead. There are other initiatives that your marketing lead could be investigating.
Maybe they say, "Hey, we've just done some market research, and here's this plan." It could be our job as SEOs to take that plan, take that strategy and translate it into something digital. I think that's a really important value that SEOs can add. We can actually assist marketing as well as drive our own efforts.
C. Fix mistakesThen number three here, I know this is another one that kind of makes people cringe, but we are here to fix mistakes when they happen and train people so that they don't happen again. So maybe we come in on a Monday morning and we're ready to face the week, and we see that traffic has taken a nosedive or something. We go, "Oh, no," and we dive in.
We try to see what happened. But I think that's really important. It's our job or it's part of our job to kind of dive in, diagnose what happened, and not only that but support and be there to help fix it or guide the fixes, and then train and educate and make sure that people know what it is that happened and how it shouldn't happen again.
You're there to help train them and guide them. I think that's another really important way that we can support as SEOs. So that's essentially how I describe it.
3 tips for coming up with your own pitchBefore I go, I just wanted to mention some tips when you're coming up with your own SEO elevator pitch. I think it's really important to just kind of stay away from certain language when you're crafting your own "this is what I do" speech.
So the three tips I have are:
1. Stay away from jargon.If you're giving an SEO elevator pitch, it's to people that don't know what SEO is. So try to avoid jargon. I know it's really easy as SEOs. I find myself doing it all the time. There are things that I don't think are jargon.
But then I take a couple steps back and I realize, oh yeah, that's not layman's terms. So stay away from jargon if at all possible. You're not going to benefit anyone by confusing them.
2. Avoid policing.It can be easy as SEOs I've found and I've found myself in this trap a couple of times where we kind of act as these traffic cops that are waiting around the corner, and when people make a mistake, we're there to wag our finger at them.
So avoid any language that makes it sound like the SEOs are just the police waiting to kind of punish people for wrongdoing. We are there to help fix mistakes, but it's in a guiding and educating and supporting, kind of collaborative manner and not like a policing type of manner. Number three, I would say is kind of similar, but a little different.
3. Avoid Supermanning.I call this Supermanning because it's the type of language that makes it sound like SEOs are here to swoop in and save the day when something goes wrong. We do. We're superheroes a lot of times. There are things that happen and thank goodness there was an SEO there to help diagnose and fix that.
But I would avoid any kind of pitch that makes it sound like your entire job is just to kind of save people. There are other people in your organization that are super smart and talented at what they do. They probably wouldn't like it if you made it sound like you were there to help them all the time. So I just think that's important to keep in mind. Don't make it seem like you're the police waiting to wag your finger at them or you're the superhero that needs to save everyone from their mistakes.
So yeah, that's my SEO elevator pitch. That's why I think it's important to have one. If you've kind of crafted your own SEO elevator pitch, I would love to hear it, and I'm sure it would be great for other SEOs to hear it as well. It's great to information share. So drop that in the comments if you feel comfortable doing that. If you don't have one, hopefully this helps. So yeah, that's it for this week's Whiteboard Friday, and come back again next week for another one.
Thanks, everybody.
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Want more Twitter users to see your videos? Wondering what your Twitter video ad options are? In this article, you’ll discover how to set up a video ad campaign on Twitter. Two Types of Twitter Video Ads Twitter offers two types of video ad campaigns: in-stream video views and promoted video views. In-stream video ads
The post How to Set Up Twitter Video Ad Campaigns appeared first on Social Media Marketing | Social Media Examiner.
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How are you celebrating the New Year? By catching up on these popular posts from our blog, I hope.
Back by popular demand, these are the most popular posts of the year, voted by you, trusty visitors and readers. Big thank you to our contributors, including Jessica Gioglio, Kayla Matthews, Barry Feldman, and Shane Barker, for sharing their insights on the best marketing advice of the year.
13 Critical Podcast Statistics of 2018
If you’re a content marketer, you already know how crazy people are for stats. And this post is no exception. Our 3rd annual version of this post killed it again this year! If you’re not convinced of the benefits of podcasts as part of your content marketing strategy, you will be now.
6 Ways to Use Hashtags in Instagram Stories
Are hashtags in Instagram stories a bit of a mystery to you? Not anymore. See how to amp up your Instagram results by effectively using hashtags in Instagram Stories.
6 Unexpected Trends in Social Media Research
Facebook usage is down among young people. Twitter usage is down too. Where will we be in 2019? See what this year’s trends were, and decide how they will impact your social media strategy in 2019.
The 4 Biggest Challenges for Marketers Heading into 2018
Not enough time, not enough resources, not enough talent. These are problems plaguing most marketing teams. What about yours?
A Comprehensive Guide to Instagram Influencer Marketing
Do you want to reach new customers through influencer marketing on Instagram? This quick guide from Shane Baker is the perfect place to start.
9 Best User-Generated Content Platforms for Driving Engagement and Sales
UGC (user-generated content) drives serious increases in engagement and sales. In fact, visitors to websites that include UGC galleries spend 90 percent more time on the site. Barry Feldman breaks down the 9 platforms for effectively leveraging UGC as part of your content strategy in this comprehensive post.
Visitors to websites that include UGC galleries spend 90 percent more time on the site
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10 Creative Ways Companies Are Using Snapchat
Snapchat can be a bit of a mystery to old folk like me. But the awesome Jessica Gioglio explains the 10 awesome ways companies are using the platform and 10 ways you can use it too. If you want to reach consumers from ages 18-34, you need to read this post.
25 Best University Websites for 2018
For our first annual report on higher ed websites, we reviewed the top 50 universities in the United States, based on undergraduate enrollment size, in order to see how the largest schools represented themselves through their primary online presence. Whether you’re in higher ed or another vertical, you’ll find the key takeaways from this report useful.
The 5 Types of Talk Triggers [Infographic]
2018 was a big year for me. My new book, Talk Triggers (written with Daniel Lemin) was released. As part of the book launch, we released this nifty infographic on the 5 types of talk triggers. If you want to grow your business without wasting money on ads, you need to read—and save—this infographic.
Instagram for Tourism Marketing: How to Boost Likes, Views and Visitors in 2018
Similar to our report on higher ed, we reviewed and ranked the Instagram accounts of all 50 states, and released our findings in our report, Instagram for Tourism Marketing. Really great insights into marketing on Instagram, whether you’re in tourism, tech, or something else entirely.
The post Our Top 10 Most Popular Posts of 2018 appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.
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Wondering how to implement an influencer marketing campaign? Looking for a plan to follow? In this article, you’ll discover nine steps to plan and execute an influencer marketing campaign. #1: Create an Influencer Marketing Brand Brief Brands strive to create value for their customers, and as with any form of advertising, influencer marketing content should
The post How to Plan a Successful Influencer Marketing Campaign in 9 Steps appeared first on Social Media Marketing | Social Media Examiner.
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Did you know that infographics have the highest engagement rates of any content type? And..that your blog post is more likely to go viral if it’s an infographic?
Many marketers don’t know this, but it’s actually true. An information-packed infographic not only draws more eyeballs but can increase your site traffic significantly. When used correctly, these content pieces also boost brand credibility thanks to the hard numbers as well as improving both SEO and content marketing ROI.
Below, we look at eight ways to generate more leads with your infographics for an increased return on your investment.
#1: Design Infographics to Inform and Educate
There are thousands of infographics out there. While some instantly stand out, others offer little value. You need to separate yourself from others by creating exceptional infographics that are not only impressive to the eye but also packed with valuable information.
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Do you want to reduce your Facebook ad costs? Wondering how to spend less to convert cold audiences? In this article, you’ll find four tips for reducing the cost of acquiring and converting new customers with Facebook ads. #1: Use Relevance Score to Optimize for Message Match AdWords has a quality score to control ad
The post How to Lower Your Facebook Ad Spend appeared first on Social Media Marketing | Social Media Examiner.
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Are you hitting the road to visit your in-laws this holiday season (YAY! so fun)? Or are you taking a well-deserved trip to somewhere sunny and warm? Or are you enjoying a relaxing staycation with a bit of work email and good cheer (or beer)?
No matter what you’re doing, now is the perfect time to catch up the best marketing podcasts you may have missed this year.
So put on your headphones, tune out your screaming kids or bickering in-laws, and listen to our most popular podcasts of 2018. You can listen online, on Spotify, or in iTunes—whatever works for you. Happy Listening, and Happy Holidays too!
New Strategies for Today’s Social Media Landscape
Hosts Jay Baer and Adam Brown, Executive Strategist at Salesforce, discuss how social media changed in 2017, and reveal predictions for 2018. Did Jay and Adam hit the mark with their predictions?
How To Create Social Content that Stops Thumbs
Dooley Tombras, EVP, The Tombras Group, reveals how raising the standard of creative content will increase sales.
Why You Need 3 Different Instagram Strategies
Jenn Herman, Social Media Consultant & Trainer at Jenn’s Trends, discusses strategies for the micro-platforms within Instagram.
How To Make Social Videos Worth Watching
George B. Thomas, Hubspot and Inbound Trainer at IMPACT, explains how to make better, more intentional social videos.
How to Turn Your Personal Brand Into a Business
Chris Ducker, founder of Youpreneur, joins the Social Pros Podcast to discuss building a business around your personal brand.
How Foundr Built an Entrepreneurial Empire with Instagram
Nathan Chan, CEO and Publisher of Foundr, joins the Social Pros Podcast to discuss how he built an Instagram following of 500,000 in just under a year.
How to Dominate Facebook Ads Without Being a Spammy Marketer
Amanda Bond, Owner of The Ad Strategist, discusses building audiences, organic posts, and Facebook ads.
How Influencer Marketing Powers B2B Social Media
Neal Schaffer, CEO & Principal Social Media Strategy Consultant at Maximize Your Social, discusses how you can engage with your audience through people they trust and share your products in a personal and meaningful way.
Why Michael Stelzner Says Less Is Now More in Social Media
Michael Stelzner, CEO and Founder of Social Media Examiner, reveals why he shifted SME’s efforts from Facebook to YouTube for their longer video content and how to improve your social media based on meaningful data.
How Hilton’s Social Media Center of Excellence Keeps Guests Coming Back
Sabrina Callahan, Director of Social Media Planning & Integration at Hilton Worldwide, explains how Hilton Worldwide developed a powerful social media center to manage the numerous brands and hundreds of worldwide locations.
Top 10 Content Experience Show Podcasts of 2018How to Create a Word of Mouth Marketing Strategy
Our very own Jay Baer joins the Content Experience Show to discuss Talk Triggers, word of mouth marketing and how you can shape a story for your company that your customers will be excited to take to their friends.
Why Content Experience Is the New Content Marketing
Anna Hrach, Strategist at Convince & Convert, and Randy Frisch, Co-Founder, CMO, and President of Uberflip, discuss why its time to take content creation to the next level.
How the University of Arizona Uses Audience Segmentation
Jenna Rutschman, Director of Marketing and Communications, College of Social and Behavioral Sciences at University of Arizona, reveals how the University of Arizona optimizes email for communicating with students, and why audience segmentation is important when marketing to a wide range of demographics
How Uberflip Determines Who Owns the Content Experience
Christine Otsuka, Content Marketer at Uberflip, discusses why it is crucial that someone is overseeing the overall content experience for your audience.
Why the Best Content Doesn’t Always Win
Andy Crestodina, Co-Founder and Chief Marketing Officer at Orbit Media Studios, discusses the importance of promotion and creating visible content.
Why Chatbots Are the Next Step in Marketing Evolution
Andrew Warner, Founder & Startup CEO at Mixergy, reveals how you can significantly increase engagement by replacing the standard email list with a well-thought-out chatbot.
How to Build Connections Through Comedy in Marketing
Bumper Carroll, VP of Creative at Second City Works reveals how to connect with your audience through comedy in marketing.
Why Allstate Is Ditching the Viral Unicorn and Embracing the Trusty Workhorse
Melissa Hodai, Digital Content Team Manager for Allstate, discusses how a content strategy that focuses on long-term cultivation instead of immediate viral success has led her team to conversions and industry awards.
How to Avoid Overbuying Business Technology
Charlie Lynch, Global Director of Digital Engagement at Franklin Covey, has three great tips to help your business determine when you should invest in business technology and how to choose what is right for you.
How to Rise Above Expectations with Talk Triggers
Jay Baer and Daniel Lemin, Co-Founder of Selectivor, discuss their book, Talk Triggers, and how you can find something about your business that may be mundane and turn it into an interesting, repeatable experience.
The post Your Holiday Travel Marketing Podcast Playlist appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.
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Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. Join us for this special “year in review” episode of the Social Media Marketing Talk Show, where we explore the major Instagram and LinkedIn marketing news of
The post Instagram and LinkedIn Rising: How Social Media Marketing Changed in 2018 appeared first on Social Media Marketing | Social Media Examiner.
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Whether you are content marketing or conversion optimization expert, keyword research is a crucial task that you need to be doing on a regular basis.
In this article, I will walk you through the process of keyword research, from start to finish, offering tools, templates and tips on how to discover the best keywords, optimize your content and/or landing page, and get the most of organic search exposure:
Keyword research is the the process of discovering a list of words and phrases your target audience uses when discussing or exploring an idea or a topic that is relevant to your business and/or your website.
Many marketers assume keyword research is just about Google and understanding which words your potential customers or leads type into the search box. But keyword research can also be based on social media behavior (understanding how people discuss your topic on social media)
For the sake of focus, this guide is based on search behavior because it provides us with the most structured and easy-to-use data. For more SEO basic concepts and terminology, read here.
Why Is Keyword Research Important?Keyword research is important for many reasons:
Keyword research always starts with a core term that is the main topic of your business or website. You know it already.
Now, take that word and run through a keyword research tool of your choice. Here are a few options.
The best free keyword research tools:The noted price is for the lowest-tier product. Each of the above tools offers many packages based on your needs.
Most of the tools above will provide you with Google search volume number: The higher it is, the more people search for that word/phrase on a monthly basis.
The paid tools also offer some form of organic competition metric, i.e. keyword difficulty. Read more about keyword difficulty here.
Your goal is to find keywords with at least some search volume (no use optimizing for keywords no one searches for) and low/moderate competition.
How Should I Organize My Keyword Research?Coming up with an effective keyword research organization routine is the most important step here: It will define all your future content marketing and conversion optimization routine.
After running one or more of the above tools, you are likely to end up with hundreds (if not thousands) of keyword suggestions. So, what’s next?
The next step is to go ahead and run Serpstat’s clustering tool to make sense of that list. Serpstat uses a unique clustering algorithm identifying groups of keywords based on relevancy.
It uses Google SERPs to identify relevancy: the more identical results two SERPs have, the more related the search queries are. This way, it groups keyword phrases by how closely they are related instead of grouping them based on a common word.
Read more about keyword clustering here.
Once you identify groups of your chosen (i.e. focus) keywords (most of those groups can be included in one piece of content), go ahead and use Excel or Google Spreadsheets to plan your content strategy.
There put your focus keywords (and keyword groups), one by one, and use all kinds of labels to define your future actions:
You can have as many of those spreadsheets as you need. I use Cyfe to keep all of them together within one dashboard to optimize different sections of my website and monitor my organic traffic:
Now that we have done all the footwork, how do we actually use keyword research to optimize content and increase search traffic?
No, it’s not about keyword density. Google has moved away from exact-match keywords and we should too. For more information on how SEO has evolved, read here.
To create and optimize your content, use Text Optimizer.
This tool uses semantic analysis to extract related terms from Google SERPs, as well as break your chosen article idea into categories (subtopics).
Just grab the keyword from your spreadsheet and run the tool. Text Optimizer will analyze Google SERPs and return:
Once your content is created, run the tool again to see how well it’s optimized and written.
Text Optimizer drives your whole content optimization process encouraging you to include more related concepts, cover popular questions, and break your content into meaningful subsections. The easiest way to use the tool is using its Google Chrome plugin.
When it comes to optimizing for your focus word, you can handle the basics using plugins like Yoast SEO (or any of the alternatives). They will prompt you to include your focus keyword in the title, meta description, URL slug, etc.
How Much Does Keyword Research Cost?For professionals, the minimum cost of keyword research is $79 per month ($19/m for Serpstat + $60/m for TextOptimizer)
Those are two tools a serious content marketer needs (Serpstat being the most affordable one out of its closest alternatives), at the bare minimum.
With that being said, keyword research can be free, but if you are working on content on a monthly basis, you do need at least those two tools.
On the other hand, if SEO is your profession, the more keyword research tools you have, the better, because they will all have slightly different results and will complement one another.
And what’s your keyword research process? Please tweet to @seosmarty with your feedback and questions!
The post The Ultimate Keyword Research FAQ + a Step-by-Step Tutorial appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.
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Do you need to make better strategic decisions? Wondering how to change your decision-making process? To explore how to make better marketing decisions, I interview Jay Acunzo. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help busy marketers, business owners, and
The post How to Make Better Marketing Decisions: Unthinkable Wisdom appeared first on Social Media Marketing | Social Media Examiner.
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Want more customers from a shrinking audience? Then watch the Journey, Social Media Examiner’s episodic video documentary that shows you what really happens inside a growing business. Watch The Journey This episode of the Journey explores how Social Media Examiner improves their conversion rate by using emotional messaging. Watch as they interview customers, hire an
The post Using Emotions to Sell: The Journey: Season 2, Episode 14 appeared first on Social Media Marketing | Social Media Examiner.
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Are your Facebook ad campaigns working? Wondering how to accurately report on Facebook ad performance? In this article, you’ll discover how to measure your return on ad spend (ROAS) for Facebook ad campaigns. What Is Return on Ad Spend (ROAS)? Return on ad spend (ROAS) is the online advertising equivalent of return on investment (ROI).
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Word of mouth influences more than 90% of B2B purchases. Yet, almost every B2B company takes it for granted. They just assume that customers will talk about the business. But that’s not how people really behave, is it?
Word of mouth influences more than 90% of #B2B purchases.
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We discuss things that we don’t expect and ignore things we do expect.
From a word-of-mouth perspective, B2B companies almost reflexively make the same mistake: thinking that competency creates conversation. Being a “good” company might keep your customers happy, but it gives those customers no raw materials with which to tell your story.
This is why B2B companies need a defined word-of-mouth strategy: a noticeable, operational differentiator that compels conversation.
The Case for B2B Word-of-Mouth Marketing StrategyMy colleague Daniel Lemin and I detail how to create and implement a word-of-mouth strategy in our book, Talk Triggers. We also go into far greater detail in our brand-new online training course: The Word of Mouth Marketing Master Class, which launches February 1 (just a few spots remaining, if you’re interested).
But in case you don’t want to read a whole book (but you should, we have a money-back guarantee on the book), here is a summary of the six-step process for creating a word of mouth strategy.
Note that this is essentially the same strategy we use here at Convince & Convert when we create word of mouth strategic plans for our clients. If you’re interested in that type of service, take a look at our word of mouth consulting program.
But first, let me tell you the unequivocally WORST way to create a B2B word of mouth strategy: to sit in a conference room and brainstorm an idea. If it was that easy, you’d have already done it.
The worst way to create a #B2B word of mouth strategy is to sit in a conference room and brainstorm an idea.
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I’ve been working on word-of-mouth strategy and the talk triggers concept for eight years, and I can tell you that this strategic planning process is not only worth the time and effort, it dramatically curtails the likelihood that your word of mouth program will fail.
Here’s our 6-step process for creating a B2B word of mouth marketing strategy:
Step 1: Map Your Customer Journey(s)Document every touchpoint you have with customers, throughout the sales cycle and beyond (post-sale). If you have different customer types whose customer journey with you varies based on their region, product/service purchased, or some other factor, document that as well.
Step 2: Interview Your CustomersThis could be the most important step in the word-of-mouth strategy process. You simply MUST have customer input, because you might think you know what’s talkable, but you are NOT your customer.
I want you to interview 15 customers. Phone is best. Email survey is possible. The 15 customers should be divided into three groups: new customers, long-time customers and lost customers. The lost customer groups could be defectors or just people that got deep in the sales funnel and then didn’t convert.
During each interview you want to review the key components of the customer journey and ask each interview subject “at this stage of the process with our company, what did you EXPECT would happen?” What you’re seeking in step 2 is to overlay customer expectations on top of your customer journey map.
This is critical because human beings are wired to talk about what they do not expect. Thus, your ultimate word-of-mouth strategy must fall into that category
Now that you know what customers expect, create between five and eight ideas for talk triggers.
A talk trigger is a strategic, operational differentiator that compels conversation. It must be repeatable, meaning every customer has access to it. The hilarious on-hold music that Uberconference uses is a good B2B talk Ttrigger.
There are five types of talk triggers: talkable generosity, talkable usefulness, talkable speed, talkable empathy and talkable attitude. Your talk trigger ideas must fit into one of these five. Ideally, your candidate triggers should come from 2-3 of these buckets.
Step 4: Test Your TriggerDecide on a talk trigger that your research indicates will be talkable and operationally viable for you to implement.
Take one portion of your customer base that you can segment and partition (a particular product, region, et al) and introduce your talk trigger ONLY to that segment. Do this until you have approximately 100 customers that have fully experienced your candidate trigger.
Step 5: Measure Your TriggerIn some cases, if customers sufficiently notice and talk about your operational differentiator, you’ll see the evidence right away. It will show up in social media (although that’s more often true for B2C companies). Or they’ll mention it to your sales or customer success team.
The best way to gauge the impact of your talk trigger is to survey the ~100 customers who have experienced it. Create a three-question survey (email is fine for this) and ask these questions:
If your three-question survey shows that 15%+ of your customers mention the talk trigger in question 2, and/or 25%+ of your customers select the Talk Trigger in question 3, your differentiator is talkable enough for expansion.
Step 6: Operationalize Your Talk TriggerIf your talk trigger meets the talkability threshold in step 5, roll it out to all customers, in all circumstances. If it fails step 5, go back to your list of candidate triggers and pick a new one to test, repeating steps 4 and 5, as needed.
There you have it. The abbreviated, 6-step process for creating a winning B2B word of mouth strategy. Of course, the key is to come up with interesting talk triggers ideas that customers will genuinely not expect and subsequently talk about. If you can do that, you turn your customers into volunteer marketers, which is the best way to grow any B2B company.
A lot more information (including dozens of examples and case studies) in the book. And if you’d like to work closely with Daniel Lemin and me on crafting your own Talk Trigger, consider our new Word of Mouth Marketing Master Class. It debuts February 1, and pricing goes up January 1.
The post How to Create a B2B Word-of-Mouth Marketing Strategy in 6 Steps appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.
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Do you want an easier way to curate a stylish and cohesive Instagram profile? Wondering how to see what new images will look like in your profile before you publish? In this article, you’ll discover four Instagram grid layout planning tools that will help you create a visually attractive profile grid. Why Use an Instagram
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Do you need to do more than monitor and respond to mentions on social media? Looking for tools that also reveal strategic insights from those conversations? In this article, you’ll discover four social listening tools that deliver information you can use to make smart marketing decisions. What Is Social Listening? Social listening is the process
The post How to Implement Social Listening for Your Business: 4 Tools appeared first on Social Media Marketing | Social Media Examiner.
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Want to send Instagram stories to a segmented list of followers? Have you heard of Instagram’s Close Friends feature? In this article, you’ll discover five ways to use your Instagram close friends list for your business. What Is the Instagram Close Friends List? While most users have long enjoyed the simplicity of Instagram’s interface, one
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Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. Join us for this special “year in review” episode of the Social Media Marketing Talk Show, we explore the major Facebook and Twitter marketing news of 2018.
The post Facebook and Twitter Upheaval: How Social Media Marketing Changed in 2018 appeared first on Social Media Marketing | Social Media Examiner.
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Do you want to diversify your social media advertising? Wondering how to make YouTube ads work for your business? To explore how to reach more customers with YouTube ads, I interview Tom Breeze. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to
The post YouTube Ads: What Marketers Need to Know appeared first on Social Media Marketing | Social Media Examiner.
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When you've got one of Google's most helpful and empathetic voices willing to answer your most pressing SEO questions, what do you ask? Will Critchlow recently had the honor of interviewing Google's John Mueller at SearchLove London, and in this week's edition of Whiteboard Friday he shares his best lessons from that session, covering the concept of Domain Authority, the great subdomain versus subfolder debate, and a view into the technical workings of noindex/nofollow.
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Hi, Whiteboard Friday fans. I'm Will Critchlow from Distilled, and I found myself in Seattle, wanted to record another Whiteboard Friday video and talk through some things that I learned recently when I got to sit down with John Mueller from Google at our SearchLove London conference recently.
So I got to interview John on stage, and, as many of you may know, John is a webmaster relations guy at Google and really a point of contact for many of us in the industry when there are technical questions or questions about how Google is treating different things. If you followed some of the stuff that I've written and talked about in the past, you'll know that I've always been a little bit suspicious of some of the official lines that come out of Google and felt like either we don't get the full story or we haven't been able to drill in deep enough and really figure out what's going on.
I was under no illusions that I might be able to completely fix this this in one go, but I did want to grill John on a couple of specific things where I felt like we hadn't maybe asked things clearly enough or got the full story. Today I wanted to run through a few things that I learned when John and I sat down together. A little side note, I found it really fascinating doing this kind of interview. I sat on stage in a kind of journalistic setting. I had never done this before. Maybe I'll do a follow-up Whiteboard Friday one day on things I learned and how to run interviews.
1. Does Google have a "Domain Authority" concept?But the first thing that I wanted to quiz John about was this domain authority idea. So here we are on Moz. Moz has a proprietary metric called domain authority, DA. I feel like when, as an industry, we've asked Google, and John in particular, about this kind of thing in the past, does Google have a concept of domain authority, it's got bundled up with feeling like, oh, he's had an easy way out of being able to answer and say, "No, no, that's a proprietary Moz metric. We don't have that."
I felt like that had got a bit confusing, because our suspicion is that there is some kind of an authority or a trust metric that Google has and holds at a domain level. We think that's true, but we felt like they had always been able to wriggle out of answering the question. So I said to John, "Okay, I am not asking you do you use Moz's domain authority metric in your ranking factors. Like we know that isn't the case. But do you have something a little bit like it?"
Yes, Google has metrics that map into similar thingsJohn said yes. He said yes, they have metrics that, his exact quote was, "map into similar things."My way of phrasing this was this is stuff that is at the domain level. It's based on things like link authority, and it is something that is used to understand performance or to rank content across an entire domain. John said yes, they have something similar to that.
New content inherits those metricsThey use it in particular when they discover new content on an existing domain. New content, in some sense, can inherit some of the authority from the domain, and this is part of the reason why we figured they must have something like this, because we've seen identical content perform differently on different sites. We know that there's something to this. So yes, John confirmed that until they have some of those metrics developed, when they've seen a bit of content for long enough, and it can have its own link metrics and usage metrics, in the intervening time up until that point it can inherit some of this stuff from the domain.
Not wholly link-basedHe did also just confirm that it's not just link-based. This is not just a domain-level PageRank type thing.
2. Subdomains versus subfoldersThis led me into the second thing that I really wanted to get out of him, which was — and when I raised this, I got kind of an eye roll, "Are we really going down this rabbit hole" — the subdomain versus subfolder question. You might have seen me talk about this. You might have seen people like Rand talk about this, where we've seen cases and we have case studies of moving blog.example.com to example.com/blog and changing nothing else and getting an uplift.
We know something must be going on, and yet the official line out of Google has for a very long time been: "We don't treat these things differently. There is nothing special about subfolders. We're perfectly happy with subdomains. Do whatever is right for your business." We've had this kind of back-and-forth a few times. The way I put it to John was I said, "We have seen these case studies. How would you explain this?"
They try to figure out what belongs to the siteTo his credit, John said, "Yes, we've seen them as well." So he said, yes, Google has also seen these things. He acknowledged this is true. He acknowledged that it happens. The way he explained it connects back into this Domain Authority thing in my mind, which is to say that the way they think about it is: Are these pages on this subdomain part of the same website as things on the main domain?
That's kind of the main question. They try and figure out, as he put it, "what belongs to this site." We all know of sites where subdomains are entirely different sites. If you think about a blogspot.com or a WordPress.com domain, subdomains might be owned and managed by entirely different people, and there would be no reason for that authority to pass across. But what Google is trying to do and is trying to say, "Is this subdomain part of this main site?"
Sometimes this includes subdomains and sometimes notHe said sometimes they determine that it is, and sometimes they determine that it is not. If it is part of the site, in their estimation, then they will treat it as equivalent to a subfolder. This, for me, pretty much closes this loop. I think we understand each other now, which is Google is saying, in these certain circumstances, they will be treated identically, but there are circumstances where it can be treated differently.
My recommendation stays what it's always been, which is 100% if you're starting from the outset, put it on a subfolder. There's no upside to the subdomain. Why would you risk the fact that Google might treat it as a separate site? If it is currently on a subdomain, then it's a little trickier to make that case. I would personally be arguing for the integration and for making that move.
If it's treated as part of the site, a subdomain is equivalent to a subfolderBut unfortunately, but somewhat predictably, I couldn't tie John down to any particular way of telling if this is the case. If your content is currently on a subdomain, there isn't really any way of telling if Google is treating it differently, which is a shame, but it's somewhat predictable. But at least we understand each other now, and I think we've kind of got to the root of the confusion. These case studies are real. This is a real thing. Certainly in certain circumstances moving from the subdomain to the subfolder can improve performance.
3. Noindex's impact on nofollowThe third thing that I want to talk about is a little bit more geeked out and technical, and also, in some sense, it leads to some bigger picture lessons and thinking. A little while ago John kind of caught us out by talking about how if you have a page that you no index and keep it that way for a long time, that Google will eventually treat that equivalently to a no index, no follow.
In the long-run, a noindex page's links effectively become nofollowIn other words, the links off that page, even if you've got it as a no index, follow, the links off that page will be effectively no followed. We found that a little bit confusing and surprising. I mean I certainly felt like I had assumed it didn't work that way simply because they have the no index, follow directive, and the fact that that's a thing seems to suggest that it ought to work that way.
It's been this way for a long timeIt wasn't really so much about the specifics of this, but more the like: How did we not know this? How did this come about and so forth? John talked about how, firstly, it has been this way for a long time. I think he was making the point none of you all noticed, so how big a deal can this really be? I put it back to him that this is kind of a subtle thing and very hard to test, very hard to extract out the different confounding factors that might be going on.
I'm not surprised that, as an industry, we missed it. But the point being it's been this way for a long time, and Google's view and certainly John's view was that this hadn't been hidden from us so much as the people who knew this hadn't realized that they needed to tell anyone. The actual engineers working on the search algorithm, they had a curse of knowledge.
The curse of knowledge: engineers didn't realize webmasters had the wrong ideaThey knew it worked this way, and they had never realized that webmasters didn't know that or thought any differently. This was one of the things that I was kind of trying to push to John a little more was kind of saying, "More of this, please. Give us more access to the engineers. Give us more insight into their way of thinking. Get them to answer more questions, because then out of that we'll spot the stuff that we can be like, 'Oh, hey, that thing there, that was something I didn't know.' Then we can drill deeper into that."
That led us into a little bit of a conversation about how John operates when he doesn't know the answer, and so there were some bits and pieces that were new to me at least about how this works. John said he himself is generally not attending search quality meetings. The way he works is largely off his knowledge and knowledge base type of content, but he has access to engineers.
They're not dedicated to the webmaster relations operation. He's just going around the organization, finding individual Google engineers to answer these questions. It was somewhat interesting to me at least to find that out. I think hopefully, over time, we can generally push and say, "Let's look for those engineers. John, bring them to the front whenever they want to be visible, because they're able to answer these kinds of questions that might just be that curse of knowledge that they knew this all along and we as marketers hadn't figured out this was how things worked."
That was my quick run-through of some of the things that I learned when I interviewed John. We'll link over to more resources and transcripts and so forth. But it's been a blast. Take care.
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As a digital marketing analyst at Altimeter, I’ve been tracking the ever-changing world of content marketing since 2013, but this is the first year where the changes have been truly dramatic.
When I fielded the survey for my latest research report “The 2018 State of Digital Content,” I expected to find small technological advances in the way we create, deliver, and measure content marketing, but not much else. Instead, I found a fundamental shift in the entire practice of content marketing.
Companies are now using content to do more than create awareness or brand health. They’re using it to directly drive revenue, become more cost-efficient and personalize the customer experience. Which is to say, they’re using content marketing to do far more than marketing.
Here are five key findings from the survey that highlight this shift. We deployed the survey in August 2018, with 400 respondents across North America, Europe (France, UK and Germany) and China, from companies with at least 1000 employees.
Content Trend #1: Most Companies Can Prove the Business Impact of ContentDespite the popularity of content marketing as a practice, companies have traditionally had a hard time proving its positive financial impact, relying instead on softer metrics such as brand awareness and brand health. However, in our survey, 81% of companies agreed or somewhat agreed they were able to directly tie revenue generated by content.
Furthermore, when we asked companies about their top challenges, only 9% said they had difficulty proving the impact of content.
These findings raise the bar on expectations of all content marketing teams, because they now have to prove definitive impact on revenue, and can’t afford to continue focusing on brand awareness and health. The good news is we’re coming up with better ways to measure the impact of content, and better tools to do it with.
Content Trend #2: Interactions Are Better Performance Metrics than ReachWhen we first conducted the survey in 2016, reach (37%) and engagement (36%) were the most popular ways to measure the performance of content. In 2018, while engagement (defined as clicks, comments, or shares) is still favored as the top metric (30%), reach (12%) is far less popular. Instead, companies are using more financially-focused metrics such as efficiency (23%) and conversions (23%) to measure the success of their content strategies.
Engagement is the #1 most popular way to measure the performance of content.
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This is another sign of the higher expectations of content, and the ways companies are deploying it to save money, generate leads or drive people closer to purchase, rather than simply using it as a way to distribute brand messages at scale.
Content Trend #3: Product-Focused Content Outperforms Thought LeadershipIn news that will be disturbing to a lot of marketing and communications professionals, our survey found that product-focused content (29%) outperformed all other types of content, including thought leadership or subject matter expertise (25%), brand-focused content (18%), or company-focused content (17%) designed to promote transparency and loyalty.
This is notable because it would indicate that customers prefer the one type of content that is least likely to be produced by a PR or content marketing team. However, the results did change when we split the findings by industry. Thought leadership performed better for service industries such as healthcare, finance and technology, whereas retailers and manufacturers found product-focused content to be the best. This implies that companies with physical goods should prioritize content about their products, while companies that sell services can win by providing helpful content that establishes them as an industry authority.
These results should force every content marketing team to evaluate its strategy and ask itself if it’s truly serving the customer’s needs with content, or if it’s serving the needs/or bias of a single department.
Content Trend #4: Short-Form Video Is the Best Performing Content FormatIt’s no surprise that video is a highly engaging format for content, but our report showed that it was the best performing content (in terms of engagement) across every industry and every geography. In particular, short-form video, which is less than two minutes, was the top performer, followed closely by static images. It emphasizes the point that investing in visuals is a solid bet for content in 2019, given how ubiquitous it has become on social media channels and mobile.
A new study by @altimetergroup found that short-form video is the best performing #content format
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Despite the high-scoring engagement of video and visuals, we were surprised to find that creative skills, such as video editing (16%) and graphic design (22%), were at the bottom of the list of desired talents. Instead, data analysis (41%), project management (39%) and marketing automation expertise (37%) were the most sought-after skills for new hires in 2019. Could this signal the wholesale replacement of Mad Men with “Math Men”?
Data analysis is the #1 most desired skill for new content team hires.
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Part of the explanation could be the overabundance of creative, relative to the specialized roles of data analyst and marketing software operator, which drives demand for the latter. Additionally, large companies are more likely to have agency partners to which they can outsource creative work while focusing on the technical processes in-house. Regardless, it shows the shift of content marketing from being a practice that was similar to advertising and PR (highly creative, no direct revenue attribution), to a practice that’s commercially focused, and increasingly sophisticated with its use of data for personalization.
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