The digital marketing world has been in a dilemma. While marketers can see the enormous upside of social media marketing, they also can’t ignore SEO — which has an equal amount of value for marketing. So, which one do you focus your marketing efforts toward for marketing your products and services?
The truth is that you shouldn’t focus your efforts on just one. It may seem overwhelming to deploy both SEO and social media marketing strategies, but if you look at it closely, you’ll see that SEO can be used to boost your social media campaign and vice versa.
SEO and social media marketing are closely tied together, so much so that innovative marketing practices are taking to social media for a well-rounded keyword building and planning strategy to target their audience better.
So how can your digital marketing efforts benefit from this circular tandem of social listening and keyword analysis? Read below to find out.
1. Social Listening For Keyword Planning
A robust keyword analysis involves understanding who your audience is and how they search the internet for products and services. Knowing the language and searching habits of your audience allow for a better target marketing campaign, as your content strategies will include keywords specially crafted to be presented first when your audience searches for something in your industry because Google will find it most relevant to them. But, how are you provided with this personal insight of your audience to build your keyword seed list?
Social listening is a perfect way to determine how your audience functions — how they talk, what they want, who they are (demographics), and many other insights can be gained from paying attention to your audience engagement. Don't just pay attention to your business' social media page but your competitors’ and the pages of other companies in your industry as well.
Now that you know the language and the specific nature of your audience, you can begin building your keyword list accordingly. This information is vital to your SEO strategies because Google looks for the most relevant information for its searchers. If you are able to craft your content to make it relevant, including keywords, this will indicate to the Google ranking algorithms that your content deserves to be ranked high.
2. Keyword Planning For Digital Marketing
Knowing how your audience operates and understanding their language can provide you with a powerful weapon for optimizing your digital marketing campaign.
Content that is highly relevant to your audience is what Google, or any other search engine, would like to present first to searching customers. When someone who is interested in the products and services of your industry searches for products or services in your industry, your relevant content will pop up before the competitions’ in the SERPs.
Optimizing your content to signal Google (and other search engines) starts with relevant keywords, and through social data, you now have compiled the keywords to direct your content and marketing efforts specifically toward your target audience.
i. Long-Tail vs. Short-Tail Keywords
As stated above, of course, you want to rank generally for services in your industry, and it is essential to spend time optimizing your website content toward this with short-tail keywords. However, with social data, you can create better long-tail keywords that coincide with how your audience speaks, and therefore, searches.
For example, let’s say you are in the automotive industry. You can use broad, short-tail keywords or head terms like “car sales” or “new cars.” But since you’ve compiled your keywords based off of social listening to your audience, you know that your audience is not looking for new cars.
So now you can craft more descriptive keywords in a way that they would naturally talk and search. Some of your long-tail keywords might entail “used cars for sale,’” or “used car for sale by owner.”
Your long-tail keyword will be more specific, and therefore will likely not showing up when people search “car sales.” However, customers who search for “affordable low emissions vehicles” will be more likely to convert, as they already know what they are looking for and are more likely to decide to buy.
3. Conducting an Analysis
A complete keyword research and analysis can be time-consuming, but absolutely necessary for your marketing purposes. For some, you might not even know where to start. Experts in keyword research, Page One Power, suggest that “There are a few primary sources to identify your seed keywords,” which include:
- Terms directly associated with your products or services.
- Terms used by your audience.
- Related search terms found in Google.
- Current ranking pages and content.
- Competitor keywords.
Understanding the terms used by your audience is a start, but you’ll want more for a far-reaching, keyword driven SEO campaign. Using various tools such as SEMrush, Moz, and Google Analytics, you can research everything above and compile your keyword portfolio. For example, when you type in “car sales” into SEMrush, a good list of short and long-tail keywords comes up.
We can see here that “cars for sale” has a very high search volume, as well as other keywords you that could be used to get traffic to your website. This keyword research is only a simple example and just scratched the surface of how in-depth your keyword research can go.
The above combination of social listening data and keyword compilation will boost your marketing habits. Furthermore, this combination will help you stay visible with fresh keywords, as you can use social listening to track marketing trends and design your product, services, and marketing of these new products and services accordingly.
Staying current with marketing trends means keeping your brand and/or business in front of your target audience’s eyes. Use tools and the information above to get started on your keyword research today!
Avery T. Phillips is a freelance human being with too much to say. She loves nature and examining human interactions with the world. Comment or tweet her with any questions or suggestions.