Using Social Media Monitoring to Improve Your Search Engine Marketing Relevance

Written by J-P De Clerck, who is an experienced content, conversion and social media consultant. Like Mindjumpers, he is associated with Social Marketing Forum. You can connect with him on Twitter @Conversionation

Alterian has launched a series of white papers earlier this year under the name ‘social Media ROI’. I downloaded them and thought they provide useful insights and tips, so I decided to tackle some of them. The first one is called “Four ways to take your Search Marketing to a new level with Social Media Monitoring”.

Social media monitoring (SMM) can drastically improve your website rank and visibility. Maximizing effectiveness for Search Engine Optimization (SEO) can be quite costly and rather time consuming. The basic idea behind social media monitoring is that it can provide a cost efficient means to find out, just what exactly are the consumers’ needs and wants.

Social media monitoring: the keyword viewpoint

“The most important element to having your website found is using the proper keywords.”

For example, are you sure that the keywords you are using are the most commonly searched keywords that pertain to your industry?

There are tools available that allow for you to find out the most commonly used keywords when people search for products that you sell down to the brand and even when people search for your competitors. The process for using SEO keywords through social media monitoring is simple.

Conduct searches for terms that correlate with your industry; search your competitors and the brands that you offer.
Create clouds of theme words, which will help you identify the most commonly used words.
Author Tag clouds will show you a general overview of what keywords other people have selected. These words are their content tag words. These were selected to draw from the search engines. They are true indicators of your search topic.

The word clouds is essential here and has three purposes, according to the paper. Clouds are connected with industry used terms. This gives you the data for what people are searching for in relation to your industry.

With this information, you can describe your products using keywords to attract that audience.

Return on investment (ROI) is quite simple.

The more effective your SEO is, the more people will see your content or rather find it. The more valuable hits your online properties get, the more revenue you will create.

Link building strategies

“Social media monitoring tools can assist you in meeting two objectives of link building.”

Major search engines want to see a wide array of link topics in your websites yet people want to see links that are relevant for them.

Social media monitoring can help you link to the most popular sites and blogs that have the highest amount of influence. SMM tools assist in linking the most suitable content pages along with their influence level taken into consideration. This link building strategy is much more effective than going about the paid linking strategy.

Pay per click

“An effective way to lower your pay per click costs is to create landing pages. An effective SMM tool will help you select cheaper keywords to bid on and use landing pages to lower your pay per click costs.”

Search engines such as Google, use a landing page analysis to determine your pay per click cost. Another effective feature of SMM is geo-targeting. This allows you not only to find out how many people are targeting your keywords; it also allows you to find their physical locations.

This can greatly improve your marketing strategies as you can cater to opportunities in new markets. It also helps you locate your competitors.

Organic SEO

“Social media monitoring helps build organic search engine optimization. By this, incorporating an interactive media into your website where consumers can contribute does wonders.”

This improves the pathways for inbound as well as outbound links. The opportunity for social interaction improves content and adds value. Not to mention, it also builds trust within your consumer base.

Inbound links are what you are looking for. The optimization of your organic SEO should be geared towards your content. The content should be arranged to influence other people, blogs and sites to link to your particular website. An SMM tool can help tremendously with building the most effective organic SEO.

Social media monitoring tools help you to ensure the most efficiency within your SEO efforts.

You have to listen to your customers. The keywords and information they are primarily using are there, are you marketing to that need?

“Social media monitoring and using tools to feed off of that information is the key element to successful search engine optimization.”

You can download the white paper here.

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