I’m sure you’ve heard of this so-called “keyword research” process. Learning how to effectively execute keyword research is essential to social media marketing success. But what really is keyword research and how do you go about it?
It’s not as daunting as it sounds. If you’ve ever heard of market research, keyword research is virtually the same. You can find out what people are interested in, and to what extent. More specifically, you can examine what specific language they are using to talk about those interests, which allows you to communicate with them more personally in your content. In short, keyword research allows you to better interact with your target audience and make your voice heard in a noisy market.
This all sounds tempting, right? Learning exactly what your target audience is interested in and successfully grasping their attention with rich and fascinating content? This is where our Guide to Keyword Research: Social Media Marketing Edition comes into play. We hope you find this useful, and encourage you to contact us with further inquiries.
Guide to Keyword Research: Social Media Marketing Edition
- Think about the problem that your website or company solves. What do you want your website to be discovered for? What are your competitors being discovered for?
Maybe you are a social media marketer for a law firm. Or maybe you are trying to increase social media engagement for your retail store or e-commerce site. Either way, keyword research can benefit you.
Let us take an e-commerce site for an example. Suppose this site specializes in baby needs and gifts (clothing, diapers, baby blankets, etc.). This website is the solution to someone looking for a unique baby gift at a fair price. Perhaps competitors have the same goal, but chances are your website provides different services or products that make it unique. So think about what it is that makes your website unique, and use that to your advantage.
- Choose possible keywords to begin your research process.
Now that you’ve thought of what makes your company unique, and what you want to be known and searched for, come up with a list of potential key words, or words people may search on the internet to find products that your company is selling. So for the baby retailer example, these words may include specific brands the company sells, the company name itself, or even a popular and trending baby product that the consumer is looking for. This list of keywords essentially demonstrates what you believe are the most popular qualities or most commonly searched aspects of the company. You will have this list to compare to an actual list of organic keywords that are being used to find your website. You will find these organic keywords with the use of the Audienti application.
Does your website make the cut? Use our Content Scorecard to immediately determine how you rank for brand terms.
- Find the actual organic keywords being used, and determine the popularity level of each of your keywords.
Using the Audienti tool, you can discover organic keywords that drive traffic to your website. To do this, click research on the toolbar on the left-hand side of the application. Type in the link of the website you’re trying to find organic keywords for. Click “organic keywords”, and there you have it; a list of the most popular keywords being used to drive traffic to your website. Below are the results for the baby retailer website. We can compare this list to the list of keywords you thought would be most popular to see how you and your potential consumers view or think of your company differently.
- Curate topics using these keywords that summarize what the keywords are referring to or talking about.
Seeing the actual organic keywords that people use to find your website allows you to understand the language they use when searching for things your company has to offer. This allows you to create better, more personal content for your company’s social media pages or blogs. If your consumers are more interested in your content/ promotion posts, your sales will increase. Take three or four similar popular keywords, and generalize them into one common topic. For example, a significant amount of popular keywords for this baby gift retailer have to do with baby bedding (baby blankets, nursery bedding, baby bedding). Here, you could generalize these keywords into the topic of “baby bedding”.
- Create content tailored to these keywords and broader topics. Let your voice be heard.
Going off of the “baby bedding” topic, you can make a fun and interesting article titled something like “10 Cutest Baby Bedding Sets”. Of course each set would be sold on the website. This guarantees you are reaching the appropriate target audience. Existing consumers are already searching for this and getting driven to your website, so when they see similar content on your social media pages, your engagement will be higher.