“All marketing is digital.” This is a phrase I’ve heard several times around the agency. And it makes sense. Digital marketers may be the ones who are enamored by Google algorithm updates, keyword research, user experience, and mapping websites, but digital marketing affects all marketers. Keyword research can and should impact content marketing efforts. Creatives need to be familiar with HTML standards. Those of us in the trenches should educate other team members on the why and how of digital. Hopefully in a way that doesn’t make their eyes glaze over.
In August, I attended Digital Summit Minneapolis – a two-day conference that covered topics from SEO, social media, and web design to mobile and content marketing. I learned a lot about, well, a lot. But SEO was definitely my conference favorite, and it’s a topic that comes up a lot in digital strategy conversations with our clients. It’s also a topic that associates across different areas of expertise discuss during planning season. These four SEO tools from Digital Summit aren’t just for the digital team.
Good content is essentially worthless if the people who it’s intended for don’t see it. Keyword research can give insight into what words or phrases people use when looking for products or services you provide. Public relations professionals and content strategists can use keyword research tools to identify keywords and phrases to use in copy and headlines to increase exposure. You can and should refine your list of keywords over time and employ strategies to rank higher for certain keywords, ensuring that more people who are searching for that term will find your content online.
The tools listed below can be good for quick or initial research of short-tail keywords, but your SEO strategy should also track long form keywords and analyze them over a long period of time so you can adjust your list accordingly. By 2020 over 50% of search is expected to be voice search, which means long form keyword research will be essential to capturing how users conduct searches they dictate to their phone versus type. Both Moz and Google Ad Word’s Keyword Planner are great tools for the long term. And definitely check out Moz’s free Keyword Explorer tool to get insights for specific keywords like monthly volume, SERP analysis, and keyword suggestions.
Answer the public
Don’t let the homepage intimidate you. This free tool is great for initial and quick keyword research and can help you identify the related searches for your specific keywords. Results are broken down by questions related to your keyword, keyword phrases, related keywords, and a recently added comparison feature can help you identify potential competitors. This tool works to give you more insight into what people are thinking when searching for the term entered.
Figuring out intent is one of the biggest concerns of keyword research. How are people searching for the products or services that you offer? Are they searching that term because they want more information or because they’re looking to make a purchase? Seedkeywords is a great keyword research tool that can also be used during content planning efforts.
You type in a search scenario on the website and then you’re given a unique URL to send to your contacts. The email they receive will ask what searches they would perform in the given situation, providing you with a list of keywords to start with and refine based on your objectives. Ideas for scenarios are all over your organization – you content strategy team with their persona research, public relations professionals, and interviews with subject matter experts or the sales team on the front lines who have the most interaction with your customers.
This social listening tool shows you the most shared content for the search term or phrase entered. You can filter your results by the type of content (article, infographic, video, etc.) or the domain. It’s a great tool for content planning, as it also lets you check up on the competition to see which content is performing well and across which channels.
You can also identify influencers by topics. Buzzsumo lists influencers, including their social media profiles and websites, as well as stats like followers, retweet ratio, and reply ratio to help you gauge their reach and engagement. You can create lists of influencers, organizing them according to topic. These lists can be drilled down based on how accessible they are, the cost of sponsored posts, and what type of engagement their posts garner. Then you can try to build a relationship and collaborate on your shared topics of authority.
Demographics Pro is a paid audience segmentation tool that takes a deep dive into Instagram and Twitter profiles. You can break down your audience, as well as the competition’s, by age, gender, marital status, income, occupation, location, and more. Look at their hobbies and other brands they are affiliated with to gain more insight into the things your audience cares about. Having a more intimate knowledge of the people following your accounts will give you more insight into the content you should be developing for them. You can also use Demographics Pro to increase your post reach on those channels by identifying keywords and hashtags used by your audience.
Use the side-by-side comparison feature to compare up to 10 different profiles or perform competitive audits without manually plugging in each competitor’s audience metrics or going to several different sites.
These SEO tools might not be a fit for everyone on your team, but they can empower colleagues outside of the digital team to do initial research that impacts their efforts.
Ready to learn about all things digital? Check out some of our past blog posts and discover everything from search strategies to website security.