Top Banner
London • 10–13 February 2014 • #SESLON @SESConf Mining your Search Keyword & Social Data for New Revenue Opportunities Aleyda Solis Head of Digital Strategy WooRank
43

Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

Aug 26, 2014

Download

Self Improvement

Aleyda Solis

In a multi-channel, multi-device and Not Provided age where can we go and how we can identify more revenue opportunity for our Search Marketing efforts? Take a look in this presentation!
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  •  10–13  February  2014  •  #SESLON  @SESConf

Mining your Search Keyword & Social Data for New Revenue OpportunitiesAleyda Solis Head of Digital Strategy WooRank

Page 2: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Identifying new revenue opportunities seems to be more complex! So many channels, devices, competitors and changes based on behavior.

What?!

Page 3: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Google’s new Keyword Planner is harder to use and doesn’t give the same information

than before.

Not a surprise!

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Page 4: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Not provided killed a main source to follow-up and improve organic search keyword

performance.

Noooo!

Page 5: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

It’s time to leverage all search and social, internal and external sources to identify new revenue

opportunities.

New Revenue Opportunities

Your Competitors

Search & Social Activity

Your Current Search & Social

Activity

Your Industry’s Audience

Search & Social Activity

Page 6: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

https://www.google.com/webmasters/tools/

Identify terms & keywords variances already giving you visibility that you’re not targeting…

and new mobile search opportunities!

Page 7: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Under the “Search Queries” report in Google Webmaster Tools, go to the Top Pages tab

directly.

Page 8: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Gather the relevant queries that give you impressions but with low CTR. Make sure to

optimize or expand your Web content with them.

Relevant keywords? Low CTR? Create specific content for them!

Page 9: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Select the Mobile search filter, identify the keywords giving visibility per page and check if

they correctly match your mobile content.

Page 10: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Use a user agent switcher browser extension to easily verify your mobile search results.

Search Keyword & Social Data Mining by @Aleyda from @WooRank

http://bit.ly/19edu34

http://mzl.la/LNj7tP

Page 11: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Follow these mobile SEO guidelines to optimize your mobile targeted Web presence.

Search Keyword & Social Data Mining by @Aleyda from @WooRank

http://slidesha.re/1iNuihC

http://bit.ly/1iDFpKq

Page 12: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Make sure your content is correctly optimized for the Mobile SERPs to connect with your audience, maximize your visibility and CTR.

Truncated Snippet

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Page 13: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

https://serpiq.com/

http://tools.seochat.com/tools/related-keywords-tool/

Obtain a massive amount of new keywords ideas relevant to your offering!

Page 14: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Use SEOchat suggestion keyword finder to get relevant keywords ideas for your most

profitable keywords.

Google Suggests on Steroids

Page 15: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Download all the related keywords and aggregate them to build a consolidated

keyword list.

Page 16: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Use the previously identified keywords ideas to discover more using serpIQ and add them

to your consolidated keyword list.

Page 17: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Verify their level of competition, the competitors ranking for them already and their

characteristics.

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Page 18: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Check them with the Google Keyword Planner too, to potentially identify additional

suggestions and have a search volume reference.

Be careful with search volume information

Page 19: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Aggregate everything in your consolidated list, eliminate duplicates and prioritize the

most attractive terms from a profit to competition and search volume perspective.

New Revenue Opportunities

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Page 20: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Get the related keywords you’re still not targeting from your own competitors!

Search Keyword & Social Data Mining by @Aleyda from @WooRank

http://www.semrush.com/

http://www.similarweb.com/

Page 21: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Browse through your industry’s top players traffic profile and search insights using SimilarWeb.

Page 22: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Discover which are the keywords that are giving traffic to your competitors and you’re

still not targeting.

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Page 23: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Identify the keywords driving traffic per channel and search source: image, maps, news, videos,

organic and paid.

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Page 24: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Expand your keywords with SEMrush with the phrase match and related keywords report from

your own domain and from your competitors.

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Page 25: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Verify with SEMrush the potential search volume, level of competition and seasonality

for all of the identified keywords.

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Page 26: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Optimize & expand your content with the keywords, prioritizing according to current status, profit

potential, search volume and competition level.

Do you already have product pages and content formats

optimized for these?

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Page 27: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

https://socialcrawlytics.com/

http://tribalytics.com/

Improve your social performance by learning from the shared content, popular networks, Twitter

communities & influencers in your industry.

Page 28: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Crawl your competitors and your own site with SocialCrawlytics to identify which are the most popular social networks among your audience.

Percentage of content shared per social

network

Page 29: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Discover which has been the most shared content from your competitors and the amount

of shares per social network, vs. yours.

Most shared content in Social Networks

Anchor text used to link the most shared pages

Page 30: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Use Tribalytics to identify your Twitter communities and influencers.

Influencers by Community

Topics & Location by Community

Your Twitter Communities

Page 31: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Use NerdyData to find out which are the sites where your influencers collaborate with. Build your

own visibility by interacting there!

Where to hang with the influencers

Page 32: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Now you know how to focus your content, with whom you should connect and where you should

do it to maximize your social performance.

The type of content your audience likes

to share

Which social network your audience uses

Which are your communities and

influencers

Where your influencers

collaborate and interact

Page 33: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

http://simplymeasured.com/free-social-media-tools

Get to know the content format, topics and publishing time to maximize your Facebook

visibility and engagement.

http://likealyzer.com/

Page 34: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Use Simply Measured free Facebook competitive analysis report to analyze your Facebook engagement stats vs. your competitors.

Page 35: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

See which have been their most popular Facebook posts and their performance vs. yours.

Now you know which post topics you should prioritize.

Page 36: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Download the reports to Excel where you can apply filters to them. Follow-up and archive

periodically to track advancement.

Learn which are the post formats that work better.

Page 37: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Check with LikeAlyzer which are the top performing pages in Facebook in your industry

and learn from them.

Page 38: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Review your page, your competitors & industry’s top performers to identify the existing gap

between them and how to improve.

Page 39: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Content formats and topics your

audience prefers in Facebook

Why your competitors get better results in

Facebook and how you can too

At what time you should post in

Facebook to maximize your

visibility

Now you know which steps to take to improve your engagement and reach in Facebook.

Page 40: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

One last idea: Have you ever thought about going International? Check your current traffic

and potential search volume from abroad!

http://www.internationalseomap.com/

Page 41: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

Gotta love the data we still have. It’s time to identify new revenue opportunities with them!

Your Current Search & Social

Activity Your Competitors

Search & Social ActivityYour

Industry’s Audience

Search & Social Activity

Page 42: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

A small data gift: A profile from the UK targeted

Websites analyzed with WooRank.

Search Keyword & Social Data Mining by @Aleyda from @WooRank

http://www.woorank.com/state-wooweb-uk/

Page 43: Search Keyword & Social Data Mining by @Aleyda from @WooRank at #SESLON

London  |  10–13  February  2014  |  #SESLON  |  @SESConf    

@twitterhandle

Search Keyword & Social Data Mining by @Aleyda from @WooRank

You can download the slides from bit.ly/seslon-aleyda

Thank you! Do you have questions?