At some digital marketing agencies, SEO and social media departments work in isolation – if they even offer both services, that is. If you Google “nashville seo firm” the top three results make no mention on their landing page of integrating SEO and social media to improve search engine rankings. Yes, SEO and social media marketing are two different departments which use different tools and are made up of different mindsets, but if they work together, a better approach to keyword analysis and better keyword ranking is formed. As a full-service Nashville web design agency, at Caddis, our SEO, social media, design and development teams interact daily to produce the best content for clients.
After you have established buyer personas and researched customer segments, you need to research the keyword and topic trends relevant to your target audience. One of the best ways to research keywords relevant to your brand is to have a conversation and relationship with customers. Here is how social media can help:
Monitor Social Media for Better Understanding of Keywords
For marketers who are listening, social media allows you to hear what customers are calling services/products and in what context. Let’s say you sell high-end shoes, and your personas are frequent readers of fashion blogs and magazines. Mr. GQ knows the difference between oxfords and loafers. To find out exactly how they are referring to your products, you can mine social data and determine the most popular keyword terms and phrases.
You can make the research as technical as you want – there are listening tools, like Followerwonk for Twitter, which allows you to dig deeper into Twitter analytics and search twitter bios, compare users, and analyze, track and sort followers – or, you can monitor it yourself by simply engaging with your customers.
Create a spreadsheet on the most popular keywords and phrases used by your audience. Now that you have a list of core keywords, look at the context in which they are being used most. You can find opportunity for long tail keywords to target on social media. Determine the trends in common questions and use that to develop long tail keywords. Back to the shoe example: If you are getting asked, “How do you clean leather loafers?” over and over, there are probably many other potential customers searching online for the answer.
Once you have a core list of keywords being used by your customers and other phrases stemming from those keywords, meet the SEO team and compare notes. Come up with a defined list of targeted keywords using both areas’ research findings.
Monitor Social Media for Content Topic Ideas
This is pretty obvious. If customers are coming to your social media sites to ask a question, chances are they did not find it on your website. If you have the answer on your website, you may need to make it easier to find. If you don’t, there is an opportunity to write a blog or add it to the FAQ page on your website. Having the answer on-site will allow you to direct the social media audience to your website and attract other customers using search engines to answer the same question.
If you get a more complex question, like “I own a pair of your brown oxfords. Can I wear this to a summer wedding?” Write a post that answers the question with different suit colors and ties he can wear with your products. This will increase your brand equity with the customer and maybe he will come to you when he needs a pair of shoes for a winter wedding.
Finally, remember you are writing for humans and not search engines. Following and engaging in conversation with your customers will give you a sense of what style to write with. Do they want just the facts, or anecdotal stories? Your Facebook page is more than a promotion outlet for your latest blog post. It can tell you how people talk about your brand, what they want to know and what they like or dislike. Marketers used to pay premium prices for this information before Social Media. Now, all they have to do is listen and share their knowledge with the SEO, web designers, content creators and developers to make a website more appealing to customers.