Social Media Monitoring (SMM) can be a powerful supplementary tool to Search Engine Optimization (SEO) for getting your web site ranked and found by your target audience. Every organization wants to better know their customer segments.

1. Four ways to take your Search
Marketing to a new level with
Social Media Monitoring
Written by Connie Bensen, Director of Social
Media and Community Strategy at Alterian
Access the full whitepaper here

2. Introduction
Social Media Monitoring (SMM) can be a
powerful supplementary tool to Search
Engine Optimization (SEO) for getting your
web site ranked and found by your target
audience. Every organization wants to
better know their customer segments.
Access the full whitepaper here

3. Drive Better Quality Traffic to Your Website
Lower the Costs of Your PPC Campaigns
Traditional market research and focus groups can be
expensive and time consuming. Social media monitoring
now provides a cost effective method to gain an in-depth
sense of what consumers want and need. This whitepaper
outlines how you can utilize that information to make your
website(s) and Pay Per Click (PPC) campaigns more
effective.
Access the full whitepaper here

4. 1. Social Media Monitoring Identifies Keywords
The secret is to make it as easy as possible for search
engines to find your site and the great content you
have created.
Technology now offers the ability to gather the words and
phrases that consumers are using online when talking
about your brand, industry and competitors. The advantage
to using these words for SEO purposes is that these are
the same type of words that people are using to search for
your products and resources!
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5. Identify Words That Are Optimal SEO Keywords
While using a social media monitoring tool:
1. Set up searches for your brand, industry terms and
competitors
2. Create Theme word clouds for each. A word cloud is the
result of analyzing all the conversations. The words that
are used most frequently are displayed as the largest
words.
3. Author Tag clouds provide an overview of the words that
people have chosen to use. They used these words to
tag their content. Their goal in choosing these words
was to attract the search engines, so they are ideal
indicators of the topic that you searched for
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6. 2. Social Media Monitoring Supplements Your Link Building Strategy
A social media monitoring tool can help guarantee
diversity and relevance in your links and can help
you find the most appropriate content with which to
link and provide a fast overview of their respective
influence. This will help you to efficiently expand on
your link building strategy.
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7. 3. Social Media Monitoring Augments Pay Per Click Campaigns
With a social media monitoring, you can identify
keywords that consumers are using as well as the
sentiment around them. This information can guide
you in efficiently identifying less expensive keywords
to bid on but that are just as effective.
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8. Identify the Physical Locations of Individuals of Online Conversations
Social Media monitoring also takes geo-targeted
campaigns to a new level. For many of these online
conversations it is now possible to identify the location of
the content creator. Mapping this metadata provides a
powerful insight that can be used for business decisions –
for example it can be used to identify high densities of
your consumers, where there might be opportunities for
new markets and likewise where your competitors are
located.
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9. 4. Social Media Monitoring Builds Organic SEO
The best SEO can be built organically by leveraging user
generated content. The social web has evolved to the
point where your consumers want to be involved.
Providing your visitors with the opportunity to interact and
contribute content adds value for them and builds trust.
Integrating social media into your site will increase your
inbound and outbound links.
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10. Inbound Links Are Golden!
The trick is to optimize your content so that other websites, blogs
and individuals link to your site. By monitoring online
conversations, you can find out the interests, the needs of your
customer segments and where they are conversing online. It will
also indicate what types of media formats - such as voting,
reviews, forums, video contests and more - in which they prefer
to participate. Keep in mind that different customer segments
have different needs. Stay at home moms will want different
functionality than career executives. Once you find the features
that your consumers would like from your site you can
experiment with building them in to your new website. When you
have people interacting at your site, and you’re participating at
the sites and networks they’re involved in, they will naturally start
linking to your site in their conversations.
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11. Outbound Linking is Easier
This type of link building almost happens automatically.
Your site should be optimized for ‘shareability’. RSS
distribution is one of the easiest ways to give your content
legs by allowing people to subscribe to share it. People
who use RSS readers are generally those that are
blogging and commenting, and will create future links for
you. The RSS feed also makes it easy for you to
syndicate your content on collaborative sites which will
catch the attention of new audiences/markets.
The most obvious form of outbound linking is to link to
influential sites and that have relevant content.
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12. Integrate Social Media Channels
It’s also invaluable to integrate channels that support
specific media formats like YouTube for videos, iTunes for
music, Flickr for photos, SlideShare for presentations, etc
into your site. They allow people to find your content
through specialty search engines. Most of these offer
embedding options and encourage sharing of content.
Choose the format options that make sense for your
customer segments.
Access the full whitepaper here

13. Conclusion
A social media monitoring tool offers a multitude of
opportunities to maximize your SEO efforts by
leveraging the new opportunities that the social web
offers. Your consumers are expressing themselves
online and providing all of the key words and phrases that
they’re searching for. Are you listening?
Monitoring and analyzing those conversations will provide
incredible insight and make your SEO efforts all
that much more effective.
Access the full whitepaper here

14. Get Your Copy of the Full Whitepaper
Four Ways to Take your Search
Marketing to a New Level With
Social Media Monitoring
www.alterian-social-media.com/learn-
more/roi/whitepaper-seo-register