Creating content in 2015 has become an interesting battle.
Throughout the past few years, it was good enough to make some simple blog posts, put it on your site, and gain an audience almost immediately.
Now, content marketing is a whole new ballgame.
One trend that we expect to see in 2015 is that Google will continue promoting conversational content more so than robotic SEO word-vomit.
As services like Siri, Google Talk, and other voice-directed apps become the go-to for searching, keeping a conversational tone will be more important than ever.
The question is how we create content that is not only valuable but also interesting to the consumer while still ranking in Google.
That’s a lot of work isn’t it?
See, there is a secret that no one is talking about. No, not Google Analytics. Twitter ads.
Yes, you heard me right…
Use Twitter Ads for SEO
While some people are having fun with this, there is something being looked over here: the potential for marketers and content producers to capitalize on this huge opportunity.
When you create a Twitter ad, Twitter suggests keywords based on the actual language people are using online.
This takes all the guesswork out of what your potential customer could search, type, or voice command and gives it to you in the palm of your hand.
No matter what industry you’re in, this tool remains extremely valuable.
If you owned an accounting business, you could easily find the language your ideal clients are using to talk about your industry.
For example, instead of a post about tax accounting for small businesses, you would see that many people Google phrases like “What can I write off as a freelancer?” This could prompt you to write an article or post with that wording instead, giving you a greater chance of attracting eyeballs to your website.
This all is a marketer’s dream, yet people are overlooking it due to a general lack of discussion around Twitter advertising.
The thing is, it’s a goldmine.
Combine this with the fact that Google indexes Tweets, and you have a marketer’s dream at your fingertips.
Not only does this impact SEO but it comes in handy with things like a social media strategy, a content calendar, or even how business pages are written.
So many business owners focus solely on their business and product day in and day out. This is a chance to step outside of your business and industry members to instead get in the trenches talking to the customer.
Learning how your customer talks about your product and service will provide deeper insight into how other people view what you do. This can help you create ways to target them specifically and understand them better. When you understand your customer better, your chances of sales increase tenfold.
Using Twitter’s Ad Platform for Keyword Research
For the sake of this example, let’s pretend that we’re promoting a dental practice. The obvious starting point would be to see what keywords are being used on Twitter when users are discussing dentists:
At a first glance, some keywords may look obvious; there are industry terms like fillings, flossing, and cavities. A little less obvious may be the popularity of “dental hygienist” and variations of the term.
Is that something that we can leverage?
After a quick search, I found out there is a National Dental Hygienist Week. That might be a great thing to align with as a content strategy. With external promotion for NDHW, April is likely to have increased search volume for related terms.
Consider creating a weekly series highlighting the excellent work done by dental hygienists. These articles will naturally be filled with relevant keywords and phrases. In addition to the SEO benefits, you will be telling the story of your business through its greatest asset, people.
Stop Focusing on Robots, People use Words.
In the examples above, we can learn about the language people are using when they actually need a dentist. From these keyword and key phrases, we can create an easy content strategy based on answering questions.
Here are some easy examples to get your creative juices flowing:
- Why do my teeth hurt?
- When should I make a dentist appointment?
- Do I need a dentist?
- What is causing swelling in my gums/mouth?
- Do I need a dentist or an orthodontist?
- What is covered by dental insurance?
By paying attention to the questions and concerns of your potential customers, you can ensure that your website becomes a valuable resource.
Turning Keyword Research into a Content Strategy
Use their language in your promotional and sales materials
When potential customers land on your website and see the topics and terms they’re familiar with as if they were talking to a friend, it helps build trust. They see you as someone who understands their problems.
For example: if you owned a luggage company you might see that consumers are mainly concerned with their luggage meeting carry-on requirements. As a result, you create an entire page all about the different airline requirements and which bags work best.
Create blog posts around the topics they talk about
While on the mission to create a content calendar, an essential part to any online business, one of the most common places to get stuck is wondering what to write about in the first place.
By using this Twitter Ad secret, you will not only know how your customers talk about the things you sell, but you will also be able to keep up with the latest topics that interest them.
For example: if you owned a dog toy company, maybe during the spring you start to notice an increase in people looking for floating dog toys due to the warmer weather. From there, you could be ahead of your competition by writing a few pieces on “Tips for taking your dog swimming” or “The best water toys your dog will love.”
Create videos about the questions they ask
Now, this part is a little different than the blog post creation because as more and more people look to video to address their concerns, you want to be a part of that conversation.
There are over 4 billion views per day on YouTube alone, with 25% of them being on mobile.
Since Google owns YouTube, they love to rank the videos higher in search. If you are answering questions with the specific words they are searching for, you are more likely to rank higher.
For example: if you owned a car company and you want to start making content around car ownership, you might see that people are Tweeting, “How do I save money on tires?” You could make a video with that specific title.
These examples highlight the value of Twitter’s suggested keyword platform. This data will vary by industry and you may have to be creative about your seed terms. If you get stumped along the way don’t hesitate to contact us. We’d be happy to walk you through some strategies specific to your business!
Stay tuned, next week we’ll be posting some creative ways to take this method even further. This will include deeper analysis of Twitter’s stream and some advanced keyword research techniques.