Fine Tuning Your Search With Social

March 29th, 2010 by | No Comments

photo by kitch

If you have been checking out this site for any number of time, you can see some great examples of how small businesses, large companies and the big entertainers use social media. You probably also understand how important search is. You may have even found an article on this site via Google or Bing.

The big piece that many are missing is the integration of search and social, and doing it in such a way that benefits your business’s bottom line and gives your customers either:.

  1. the answer to their problem (in the form of your product, service or just an article / info piece
  2. some other form of value that drives your brand awareness and gets them ingrained with what you are doing

Here are 3 things to look at when integrating search and social to do one of the 2 things above:

Broad Keyword Research

The Google Keyword Tool is known as the one almighty keyword tool when building your keyword data and looking to see what your customers and potential customers are looking for on the web. The problem here lies in the fact that people “don’t talk how they search.”

If social media is all about conversations and interactions, then they are probably not using the same terminology that you spent hours looking into keyword data from Google. In my own business on the search side we are targeting “music marketing.” From here we know that musicians are looking for sites that are about “music marketing” and companies and services that deal with music marketing. From the visitors that come from search, this is a pretty optimized term.

When it comes to social media, there are virtually no musicians on Twitter, Facebook or YouTube looking for blogs or sites related to music marketing. SO we had to broaden our keyword research and see what our demographic is looking for.

For the music niche we know that big terms on social media are

  • #musicmonday
  • music promotions
  • free music downloads
  • product specific terms like TopSpin, Spotify, Pandora, etc

So, how do you determine this for your business?

There are some quick tips to find these types of terms for your business. The first is using Twitter search and looking for popular hashtags. I start by searching for #music and saw that the most popular variation was #musicmonday. Then we looked at what people were talking about when using that hashtag.

Another interesting way to find keywords is to look at the Facebook pages, Twitter accounts and blogs of your competitors. Look at the terminology that they are using in their streams. Look at the conversations that their fans are having in the comments. This will start to tell you the language that they are using and possibly looking for on social engines.

Note That All Traffic Is Not Created Equal

What I mean here is that using search and social, while they may have a common goal in customer acquisition, do not convert the same as users may be in different states of mind. Think of when you use a search engine, what are you typically doing? Searching for information right? This may be to buy a product, to learn how to bake a cake or to do some research for a report or something.

Now on social media there can be infinite things the viewer is looking to do. So sending both types of traffic to the same landing pages may not be the best scenario.

In your business try optimizing a landing page for search and a different landing page for social media traffic. An example would be an opt-in or request for information page that visitors see after coming in from Google and a very social and sharable page from traffic that comes from Google videos!

Here is a great example from Shoemoney about landing pages for Digg traffic and general traffic that may give you an example of things to test in your own business.

Get Brandable and Search Becomes Easy

There was a Super Bowl commercial this past February and the call to action was to Google their brand name (I forget who it was, think it was a car company). This is a genius tactic that is very important in today’s economy. If you program and condition your customers to relate your solution to your brand (Kleenex anyone), then your competition doesn’t matter and Google’s algorithm won’t either.

Where this relates to search and social is that if you own your own branded domain and have some amazing content in the form of pictures, videos, blog posts and some other social properties you can have an amazing front page of Google that can satisfy any customer, fan or client.

Google some big brands and see the impact this has. If you can relate your “thing” to your brand, you will start to see conversions that are really high across both search and social, from opt-ins to new Facebook fans and everything in between.

So, let’s end this post with a question for you guys – how are you working with search and social in your business? Let’s talk in the comments!

Greg Rollett is a Rock Star Internet Marketer from Orlando, FL. He blogs about Lifestyle Design and Online Marketing.

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