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

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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

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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

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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

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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

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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

London | May 15 – 16, 2013 #SMX

Tweets and Keyword Rank

http://goo.gl/9KTS5

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Feeding America – Twitter Driven TrafficData

Twitter Web analytics Search rankings

Action

Targeting of specific keyword-orientated audiences

Promotion around related issues identified with keywords

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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

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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”

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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 belowhttp://searchengineland.com/take-twitter-campaigns-to-the-next-level-with-seo-data-140738