This presentation was given at the Socialize West 2011 conference in San Francisco. It covers the basics of keyword research principles and strategies but also explores keyword tools / techniques for use with social media. It provides links to mainstream keyword research tools as well as social media related keyword tools and how to use them. Much of the content came from a book that has recently been authored by Ron Jones and published by Wiley Publishing called - Keyword Intelligence: Keyword Research for Search, Social and Beyond.

1. Keyword Intelligence
Ron Jones
Symetri Internet Marketing
Twitter: @ron_jones
Download at www.symetri.com/socialize

2. Some Keywords
Influence
Intent
Intelligence

3. Interest
We are influenced by many kinds of messages that generates interest in products and services

4. Searcher Expectation
Understanding users expectation is key to delivering the right content and experience

5. What Keyword to Use
Keywords are the language of search.

6. SERP / Landing Page
Search engine results pages and landing pages should contain content that uses keywords
that were originally searched on.

7. Conversion Page
If you have relevant content (using relevant keywords) and a good user experience you will have
higher conversion rates.

8. Keyword Research Brief

9. Keyword Influence
Unified Messaging
Keyword Relevancy
“Content Context in King”

10. “Everything Begins with Search”
- Brian Solis
Keywords are the Language of Search

11. Keyword Intelligence is central to
all Marketing Channels
SEO
Positioning
and PPC
Branding
Social
Print, TV
Media
and Radio
Marketing
Keywords
Real Time Local and
Search Mobile
Video and
Display &
Image
Banner Ads
Search

12. 6 Steps to Build a Social Media Strategy
Listen
Goals
Measure and
Objective
Social
Media
Strategy
Develop
Engage
a Plan
Develop
Content

13. Keyword Research helps you “Listen and
Learn” the needs and wants of your
Social Community

14. Buying Cycle and User Intent
Initial Broad Search Terms
Research
ie camera, digital camera,
orange camera
Refine Search
More Specific Terms
ie affordable digital camera
Content
Research orange, black digital slr
camera zoom
Decision /
Very Specific Search Terms
Conversion
ie canon eos mark III, nikon
d700, f2.8 24-70 zoom lens
In the buying cycle for your product or service, how long does it take on average for someone to
start their information gathering and then to make a purchase.

15. Social Media adds “Context” to
keyword meaning and user Intent

16. Keyword Research is about picking
the “Right” Keywords

17. Keywords should be incorporated
into “Relevant” destination content

18. Keyword Success Formula
Picking the Right Keywords + Relevant
Destination Content = Conversions

19. Keyword Research Process
Refine Test
• Find all • Break down
possible • Identify best into categories • Test
keywords performing or themes performance
keywords
Brainstorm Categorize

20. Analyze More than Search Volume
Score for Relevance, Competition,
Specificity and Popularity
Add Site Keyword
Performance Data
If you focus on search volume only you will miss other variables that will influence keyword
performance. Score for relevance, specificity, competition and popularity, etc. Weight Accordingly

21. Tools: Automation vs. Aided
Mindset should be “Computer Aided”
Build a qualitative layer into your processes

22. Keyword Tools
Suggestion Tools Forecast / Trend Tools
Google AdWords Keyword Tool Google Traffic Estimator
YouTube Keyword Tool Google Search Insights
Google Trends
Keyword Discovery
Paid
Free Local Keyword Tools
Wordtracker
Paid
5 Minute Site
Free Local Marketing Source
Wordstream
Paid
Free

23. Social Media Based Keyword Research
Twitter Based Tools Networking/Blogs
Advanced Twitter Search Foursquare Search
Social Mention Technorati
Tweetbeep Delicious
Twassup PostRank
Tweet QA
Twitscoop
Surchur
TweetStats
Images
Socialoomph
Advanced Flickr Search
Google Image Search
Video Bing Image Search
YouTube Keyword Tool
Blinkx
MetaTube

24. Track Popular and Trending Topics
Keyword Cloud
generated from
TweetStats.com
Other notable sites are www.twitscoop.com for trending keywords and www.twassup for insights
on specific keyword search queries.

25. Keyword Research for Twitter

26. YouTube Keyword Research

27. Understand User Sentiment
Learn about user intent
and sentiment
Learn about top keywords
Entered in the keyword “furniture” to gain social insights

28. Share of Voice
Share of voice refers to the number of conversations about your brand versus your
competitors or your market.

29. SOV and Sentiment Formulas
Share of Voice Formula:
(positive mentions) + (neutral mentions) / (total mentions for all companies)
So for McDonald’s, You add 77 + 263, which is 340. Now divide this by 1,723 to get
19.73 percent. This is the share of voice for McDonald’s.
Sentiment Formula:
(positive mentions × 5) + (neutral mentions × 3) + (negative sentiment × 1)
total company mentions
Use a 5-point scale with positive = 5, neutral = 3, and negative = 1. For each type of
mention, multiply by the scale number and divide by the total number of mentions. So
for McDonald’s, the calculation would be (77 x 5) + (263 × 3) + (13 × 1) / 353 = 3.36.
Share of Voice: 19.73%
Sentiment: 3.36

30. Measure Keyword Performance
Review Bounce To Gauge
Keyword Relevancy
You can take this model further by looking at which keywords are converting. This can only be done
if you have conversion goals setup ahead of time.

31. SOV – Top 6 Burger Restaurants

32. Use Keywords in Social Media Content
• Promotions with deals to • Top 10 lists
participants - daily deals • Case studies
• Tips or how To's • Guides to help educate
• Little known facts or • Interviews
factoids • Live events
• White papers • News
• Relevant and timely • Opinions
statistics • Photos
• Ask your community - take • Gift ideas
polls and share results
• Invite guest authors
By taking what you have learned from keyword research you can build better content for your social
media campaigns.

33. Influence and engage your
audience with keyword intelligence

34. Keyword Intelligence
Ron Jones
Symetri Internet Marketing
Twitter: @ron_jones
Thank You
Download at www.symetri.com/socialize