Search-engine optimization forms the foundation of attracting a wider audience to your brands, yet it’s a platform for building new business. Learn how to build communities of interest out of keyword clusters and analytics insights.

1. Using SEO & Keyword Insights
to Build Communities
Turning SEO into Business
Intelligence and Revenue
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2. it’s about People...
• make stuff people want
• be generous
• give great directions
• be social, build relationships
• measure, improve, repeat
Tips , Tools & Examples
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3. content, content, content
Tips: visitors” -- Hubspot, 2010 55% more website
“Companies that blog get
Compelling, regularly updated content is
vital.
Use SEO & keyword insights to make content
people want.
Listen. Continue to improve.
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4. keep objectives in sight
Tips: • write down your objectives
• measurable, attainable, time-delimited
& specific
• think about tactics to achieve objectives
Example:
• Increase profit by 10% in 1st Quarter of 2012.
• Increase sales of premium content.
•Increase engagement with content.
• Increase # of comments & shares.
• Run promotions with user generated
content.
• Increase ROI of advertising & promotions.
• Optimize Pay-per click campaigns
• Search engine optimize content
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5. understand your audience
Tips: Be specific about who your audience is so
you can understand their needs &
desires....
• Audience Definition
• Key Personas
• Job Descriptions
• Think in terms of wants, desires &
needs
• More than demographics, although
those help
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6. Example: key persona
Jane Smith is VP of Marketing for XYZCorp, an after-
market auto parts manufacturer & retailer, which
employs 300 people nationwide, mostly in Boston.
Jane is highly educated, with an MBA from a top
school, and she continues to keep up with industry
trends by reading top publications (mostly online).
She’s interested in learning how she can get more ROI
out of her marketing strategies & tactics and would like
to connect with others facing similar situations.
Outside of work, Jane enjoys taking long drives in the
country with her husband, as well as spending time
with her close friends. She works hard, but enjoys a
separation of work and home. She has a geeky
fascination with the latest technology gadgets.
photo by Adrian Gaskell @ Flickr CC - http://www.flickr.com/photos/cmi_managers/4437388941/in/photostream/
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7. make stuff people want
Tips: organic, not paid” -- Marketing Sherpa, 2007
“70% of links search users click on are
Use keyword research to find out what
people want -- look for niches where you can
be competitive
• Long tail & niche keywords
• Broadening of keywords & topics
• Keywords with engagement
Tools: WordStream, SEOmoz, SEMRush, Compete,
Google AdWords, Google Analytics, Google
Webmaster Tools, Google Search Tools, Radian6
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8. traffic from keywords...
Example: From Google Analytics....
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9. broaden keywords...
Examples:
To Google Search &
Google AdWords Keyword
Tool...
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10. long tail & niche keywords
Example: From WordStream Free Keyword Niche Finder
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11. keyword mapping
Example:
brand
• branding
• brand identity
• brand strategy
• brand management
• brand development
• brand equity
• brand design
• brand extension
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12. content brainstorming
Example:
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13. be generous
Tip: Free stuff brings people in. Use great free
content as a hook to paid content &
services (inbound marketing).
Example:
?
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14. give great directions
Tips: Once you have people on your site, make it
obvious what they should do next.
• Relevant landing pages
• Clear Calls to Action
• Compelling Offers
Tools: Tutorials & How-to’s on
•Copyblogger
•SEOmoz
•Marketo
•WordStream
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15. Example: landing page
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16. be social, build relationships
Tips: • social affects SEO
• have conversations
• monitor for brand mentions & respond
Example:
Tools:
Radian6, NetVibes, HootSuite,
Google Alerts, Social Mention ...
A Wiki of Social Media
Monitoring:
http://wiki.kenburbary.com/
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17. build a network of influence
Tips: • reviewsresultsup in
search
show Example:
• reach out to
influencers in target
audience
• share & comment
• Klout
Tools: • PeerIndex
• Twitter searches
• Technorati
• Google Alerts
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18. improve user experience
Tip: Use what you know about an individual to
tailor their experience (content &
marketing)
Examples: • Topic specific newsletters & rss feeds
• Dashboard of content
• Tailored & exclusive offers
Tools: Salesforce, SugarCRM, MoxieSoft,
RightNow, JitterJam, SproutSocial
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19. measure, improve, repeat
Measure against objectives.
Tips:
Take a look at what is working & what’s
not.
• Articles & topics with most traffic,
engagement & shares.
• Keywords used to find & share
content.
Continue to use SEO & keyword insights to
improve your content & build your
community.
Tools: Google Analytics, Twitter Search, Social
Mention, Radian6, Web Trends
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20. Connect with me...
Sazbean.com
Twitter.com/sazbean
Facebook: www.facebook.com/sazbean
LinkedIn: http://www.linkedin.com/in/sazbean
saz@sazbean.com
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21. Questions??
photo by -bast- @ Flickr CC - http://www.flickr.com/photos/-bast-/349497988/
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