Post on 01-Nov-2014
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London | May 15 – 16, 2013 #SMX
Tuning up your Twitter tactics
7 Steps to take Twitter campaigns to the next levelTweets, ranking and uplifts in traffic
Jim Yu, CEO, BrightEdge
London | May 15 – 16, 2013 #SMXLondon | May 15 – 16, 2013 #SMX
Social Content Is A Key Priority For Marketers in 2013
London | May 15 – 16, 2013 #SMX
Understanding Twitter & Search correlations are vital for marketers in 2013
London | May 15 – 16, 2013 #SMXLondon | May 15 – 16, 2013 #SMX
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?
London | May 15 – 16, 2013 #SMXLondon | May 15 – 16, 2013 #SMX
A. Create a SEO and Social Super Group
London | May 15 – 16, 2013 #SMXLondon | May 15 – 16, 2013 #SMX
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
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
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
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
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
London | May 15 – 16, 2013 #SMXLondon | May 15 – 16, 2013 #SMX
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
London | May 15 – 16, 2013 #SMXLondon | May 15 – 16, 2013 #SMX
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
London | May 15 – 16, 2013 #SMX
Tweets and Keyword Rank
http://goo.gl/9KTS5
London | May 15 – 16, 2013 #SMX
Feeding America – Twitter Driven TrafficData
Twitter Web analytics Search rankings
Action
Targeting of specific keyword-orientated audiences
Promotion around related issues identified with keywords
London | May 15 – 16, 2013 #SMX
Tiny Prints and Twitter - Organic Search Gains
Methodology and OpportunityMeasure 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
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
London | May 15 – 16, 2013 #SMX
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”
London | May 15 – 16, 2013 #SMXLondon | May 15 – 16, 2013 #SMX
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 belowhttp://searchengineland.com/take-twitter-campaigns-to-the-next-level-with-seo-data-140738