The keyword discovery process is critical for managing enterprise projects, as it forms the bedrock of brand messaging in search and social for large-scale websites or multiple brand sites under one corporate umbrella. This process is similar to keyword discovery for smaller sites; however, the difference in scale makes the process more complex.
There are three main steps you need to take when preparing for Enterprise Keyword Discovery:
1. Incorporate the social voice of the customer into your keyword and content research. This ensures that your page content is relevant and timely for users searching for solutions.
2. Identify the specific webpages that are most relevant to those keywords.
3. Determine what landing pages are likely to have the strongest impact on visiting consumers, or are in need of content changes and/or complete overhauls.
Mining For Keywords
As every experienced SEO knows, integrating with Google’s Keyword Tool is not enough as relying on Google presents a challenge. Not only is it a limited source of data, but if everyone is using Google’s Keyword Tool, then you have limited opportunity to differentiate yourself from the competition.
You need a tool that integrates with many other “sources” as well, such as YouTube, Twitter, Facebook, Competitive Pages, Link Hubs and your Paid Search campaigns. Integrating with other data sources, including Social, is becoming more and more important as we continue to see social signals playing a larger role in the SERPs.
Though I cannot speak to the data sources for all keyword discovery products, it appears Rio SEO integrates APIs for various social sources. It also appears their product supports categorization and filtering capabilities to help manage large numbers of keywords, which is important, as organization is critical for the enterprise keyword discovery process.
Keyword Suggestions From Social Sources
Incorporating keyword suggestions from Social sources such as Facebook, Twitter and YouTube helps to ensure that the keywords you target include the same “jargon” that your target audience uses to refer to your products or non-branded terms within the industry.
Example: I’m reminded of a conversation with a large PC Manufacturer where their SEO Manager was trying to help identify the best non-branded targeted keywords for one of their PC models. High query volume keywords such as “laptop” or “desktop” were too broad and offered no differentiation from any other PC model they offered. As part of his research, the SEO manager went to the Web to see how their customers (people who had bought this particular model) were referring to this product.
Surprisingly, he saw that many had converted this PC to run and store all of their home entertainment media. This was a new application for that model and one he was not even aware of until he looked at the “voice of the customer” to understand how his target audience was referring to this product. Immediately, he took this information to help craft the product page to incorporate keywords like
Keyword Suggestions For Video
Video can boost your listings, increase engagement and improve conversion rates. Enterprise organizations can tell consumers what they want to know about their products in real time and in the most engaging, informative manner through video. Not only that, video results are effective in the SERPs because they include thumbnails that grab search real estate and attract eyeballs.
1. Embed relevant product information in the video so search crawlers understand what the video is about.
2. Provide the video with a descriptive title in accordance with the H1 title of that webpage.
3. Add video metadata such as video length, video dimensions, video thumbnail and video transcript (text of the video).
4. Add keywords to the video that correspond to the keywords of the webpage.
5. Create videos on all your major products to increase the chances of being found online.
6. Target long-tail keywords that generate significantly more traffic and a very targeted audience.
7. Create a video sitemap describing all the videos embedded in the site to help Google discover and index each video.
8. Videos embedded on the site should have SEO-friendly, clean URLs including the video format file extension relevant to the video (i.e., .FLV, .WMV and .AVI).
If your goal is to create a video on a specific subject, you need to focus on YouTube suggestions for keyword discovery rather than Google’s Keyword Tool.
Example: YouTube offers keyword suggestions in a way that’s similar to the Google AdWords Tool. Creating a page with a video on it would benefit from understanding how to optimize that page for people specifically searching for videos.
Take T-Mobile’s iPhone 5 campaign. The term [iPhone 5] on the Google Keyword Tool suggested that users search Google for information around price, speed, specs and accessories, etc. Looking at the keyword suggestion for YouTube, however, returns results around reviews, parodies and unboxings (a popular video among gadget geeks that shows the unveiling of the product from its packaging along with accessories and instructions).
When creating a video of your product, you should understand the differences between how someone searches on Google vs. how they might search differently on other mediums like YouTube, Twitter and Facebook, etc.
Consistency In Messaging
You also have the ability to focus on your company’s Twitter and Facebook feeds, which can be helpful to ensure a consistent marketing message for your company across both webpage (SEO) and social channels.
Again, as SEO and social come together, having consistency in the content of your marketing message is crucial.
By Paul Bruemmer | Read the rest of this story here