May 2013 - SearchMarketingExpo London - Jim Yu, CEO of Brightedge shares tips & tricks to improve your reach on Twitter and gain more customers through your social media marketing efforts.

1. London | May 15 – 16, 2013 #SMX
Tuning up your Twitter tactics
7 Steps to take Twitter campaigns
to the next level
Tweets, ranking and uplifts in traffic
Jim Yu, CEO, BrightEdge

2. London | May 15 – 16, 2013 #SMXLondon | May 15 – 16, 2013 #SMX
Social Content Is A Key Priority For Marketers in 2013

3. London | May 15 – 16, 2013 #SMX
Understanding Twitter & Search correlations are vital for
marketers in 2013

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How do you align your SEO and Social Media teams?
Social Team
Q .What are your engagement goals?
Q. What do you tweet to help these goals?
A. What matters to you?
Manually scanning is not scalable
SEO Team
Q. How do you move beyond on-page and link
profiles?

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A. Create a SEO and Social Super Group

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Think Keywords
Keywords relevant to your audience
What keywords matter to them?
SEO‟s know keywords
Share with your Social Team
Build a „joint mindset‟
Audience interests defined by keywords

7. London | May 15 – 16, 2013 #SMXLondon | May 15 – 16, 2013 #SMX
Identify keywords trending on Twitter
Absolute number of tweets with keywords
Twitter keyword volume
Week on Week change in no of tweets
Spot trends and „bumps‟ in volume
Define degrees of change
“Large trends are only meaningful if the
absolute volume is significant”
Start collecting and storing the data
Rate trending keyword groups – strong,
moderate and so forth

8. London | May 15 – 16, 2013 #SMXLondon | May 15 – 16, 2013 #SMX
Prioritize keywords for driving Twitter activity
Capitalize immediately on strong trending KW‟s
Time is of the essence
Do topics overlap with existing campaigns?
If so, prioritize some relevant KW‟s
Utilize trending data to decide priority KW‟s
Consider how many tweets you send out
Frequency and timing
Produce your final list of KW‟s core to your twitter
strategy

9. London | May 15 – 16, 2013 #SMXLondon | May 15 – 16, 2013 #SMX
Map existing pages to trending keywords
SEO‟s know all about keyword page mapping
Share your list of target KW‟s
Identify pages that are best optimized for each
of those keywords
Refine your keyword priorities
If you see some pages that are high performing in
terms of rank or conversions then..
Increase the priority for the keywords that map to
these pages

10. London | May 15 – 16, 2013 #SMXLondon | May 15 – 16, 2013 #SMX
Craft your Tweets
It is not just about volume.
“The right tweet content, in the right
language, in the right place, at the right
time”
Utilize promoted tweets
SERP results and visibility
Test if tweets strike a chord with users per your
keyword discovery – use AdWords

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Measure success and Tune up your Twitter tactics
Know your audience
A/B test
 Keyword placement in tweets
 Hashtags as keywords
 Tone
 Timing
 Return on promoted tweets
Know your metrics
Conversion and site metrics
 Page views
 Time on site
 Bounce rate
 Conversions – downloads, reg,
submissions

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Collaborate so both SEO and Social teams win
Both are benefactor and beneficiary
Social signals DO matter – ‟Halo effect‟
Social influences SEO and brings traffic
If your SEO team needs more social
traction for pages the Social team can
tweet more strategically
Utilize tweet and rank correlations

13. London | May 15 – 16, 2013 #SMX
Tweets and Keyword Rank
http://goo.gl/9KTS5

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Feeding America – Twitter Driven Traffic
Data
 Twitter
 Web analytics
 Search rankings
Action
 Targeting of specific keyword-orientated audiences
 Promotion around related issues identified with keywords

15. London | May 15 – 16, 2013 #SMX
Tiny Prints and Twitter - Organic Search Gains
Methodology and Opportunity
Measure Influence
 Tiny Prints tracked page keyword level social sharing on
twitter and correlated these against search ranking of the
same pages
Identify and action opportunities
 Keyword and URL opportunities were identified where
rich social engagement and exposure could influence
organic search performance
 Compelling tweet content was created that engaged
followers who subsequently re-tweeted them – new
offers, designs
https://dev.twitter.com/case-studies/tiny-prints-sees-47-increase-
search-rankings-using-twitter-and-bright-edge

16. London | May 15 – 16, 2013 #SMX
Tiny Prints and Twitter
Results
47% increase in organic search rankings
 Tiny Prints achieved a 47% increase in organic search rankings
on long tail keywords and URLs that were popular and
engaging on Twitter
3X follower engagement
 The gains occurred as follower engagement on those pages
and keywords grew 3X over a four week period

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Key takeaways
1. Align your search and social teams
2. Listen to the Twitter „fire-hose‟ of data
3. Identify trends
4. Test and learn
5. Integrate your SEO and social efforts
6. Adapt
“The right tweet content, in the right
language, in the right place, at the right
time”

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Thank you
Download a free copy of the Twitter Case Studies below
http://www.brightedge.com/Twitter-SEO-TinyPrints
Read more on Search Engine Land below
http://searchengineland.com/take-twitter-campaigns-to-the-next-level-with-seo-data-140738