Emma asks, “How can you use SEO data for social media?”
In this video walkthrough, we’ll examine two different types of keyword analysis to show how SEO data can guide social media content creation, focusing on a landscape analysis and a keyword analysis of competitors to know what your audience cares about most – and create content to serve that need.
SEMrush is the tool mentioned in the video. (affiliate link)
Can’t see anything? Watch it on YouTube here.
Listen to the audio here:
- Got a question for You Ask, I’ll Answer? Submit it here!
- Subscribe to my weekly newsletter for more useful marketing tips.
- Find older episodes of You Ask, I Answer on my YouTube channel.
- Need help with your company’s data and analytics? Let me know!
- Join my free Slack group for marketers interested in analytics!
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for watching the video.
In today’s episode asks, How can we use
SEO data for social media purposes? is a really good question. Because one of the things that social media marketers tend to do wrong is they spend too much time talking about themselves,
the company the brand, hey, check out our cool this or download our new this whatever the case may be
publisher centric as opposed to being tuned into what your audience wants, what your audience cares about.
And that’s where search data in particular is especially useful. Because search data tells us or hints to us, I should say, because it doesn’t outright tell us in a lot of cases, what our audience
wants to know more about.
Generally speaking, generally speaking, people don’t spend a whole lot of time just search for things randomly, for no reason at all. There’s usually some form of content, you search for a SAS based server appliance. Or you search for a recipe for dairy free chicken noodle soup or any of these things you search for the purpose of getting information. And if we are clever marketers,
we will align our social media content with our search content with our search strategy. If we know what people want, we can create content around that and help them better understand
Ah, ok, this brand is creating stuff that
it knows I want. And if you really, really clever, you’ll do it at the right time. But that’s for another episode. So let’s take a look at this. Emma works at a small startup, I think of the UK called the spice gal and they make gluten free spices. So the first thing to do is to look for what when someone types the word gluten free spice into a search engine,
what are the
associated terms that
are included in that search words and phrases that use that phrase like gluten free spices or gluten free
in and I’m using
I’m using some clustering software from the programming
language are but most
SEO tools. Paid SEO tools will do this sort of thing.
Not quite as mathematically rigorous, but you can do the same general visualization things like
you will need an SEO tool of some kind. So
I do recommend that and have
an affiliate link to sem rush, which is a great tool. Also RF spy, foo Mas, and even Neil Patel. Uber suggests all those are fine tools to use, because what you’re after is the data.
So let’s take a look here on the screen and a mouse around here.
This when I typed in gluten free spices. And I said to the SEO tool, tell me
what other phrases use or what other phrases associated with us it’s about it spits out a list that turned into a graph. Now on the vertical axis, this is a scaled meetings 00 to 100 are ordered
of the number of clicks higher means this this search phrase gets more clicks, and then left to right. The further you go, the more competitive it is meaning there’s many, many more people trying to rank for those terms.
When it comes to creating social media content. It’s okay that there’s a lot of competition because you’re not going to try and rank on your Instagram channel, you better not because that’s not you don’t own Instagram.
So you would create content for your website,
you over here in the low competition area. top left corner
highlight number of clicks, relatively low competition,
you create your social media content, ideally in the upper right hand corner. But the right hand side in general,
more difficulty means there’s more content about it, which is a proxy for in some ways for for knowing what the broad topics are. So here in this landscape analysis, we see I’m assuming Penzias a brand i don’t know i don’t have domain expertise. So you do need to do this with domain expertise. But we do see a bunch of terms here like is powdered sugar gluten free simply organic spices McCormick, for he sees any what contains gluten, what foods contain gluten so already just digging in very, very quickly, I can see there are some big broad topics that Emma could use to talk about things like if she’s marketing, gluten free spices, what foods contain gluten or surprising foods that you didn’t know contain gluten there’s some easy content ideas here but I do see two competitors pansy spices and
McCormick these are these are our large brands. And what we want want to know next is what are they getting attention for? What are they getting rank or search results for that we can also use
our social media content to go after. So if we use what’s called a content gap
and look at what these other sites ranked for.
We’re going to find a pretty common trend. The pretty common trend is not the spices themselves, but recipes recipe after recipe after recipe, of course, using the product,
green bean casserole,
French toast, Easter
eggs, a garden masala, which is
Indian food, I believe I don’t eat any food. But
there are a whole bunch of you know, beer can check and pepper steak. So clearly the content strategy, particularly content strategy that’s working for these competitors is all around recipes. Notice what’s missing here, though, what’s missing is that these are all broad recipe terms. There’s no mention of gluten free. So there is a content opportunity
for me in this case, to take these popular terms like gingerbread house or beer can chicken or green bean casserole and do gluten
free specific terms that
of course, use her spices and her spice marketing to attract people who were looking for the most popular recipes. But gluten free versions. So this is how you use search data to inform your social media strategy. New Look at what
is popular what the audience wants,
integrate content about around it for your social channels. Now
once you create the content for social media channels, for your Instagram stories for your Facebook stories, whatever. Don’t just throw it out there and hope it does well. Put it on your website, put it on your website, because you’re making in the content anyway,
put it on your website with the recipes using great search marketing techniques. So that your social media content gets more life when someone looks for bourbon balls, for example, or stir fry vegetables, or
gingerbread houses. velvet, red velvet cupcakes,
they should be they should be able to find you on
Instagram if they’ve
just looked for a hashtag, something like that. But they should really be
able to find you on
search results on Google. And if you’re already doing stuff like Instagram stories and photo series and stuff like that. Guess what, it’s not a whole lot of extra work to turn that into a video. Then you can put it on YouTube, which is the second largest search engine in the world. And so you could have a quick walkthrough of what spices what gluten free spices should you use for beer can chicken or for Dijon mustard or for banana catch
up. That sounds terrible
that goes on YouTube, which is yet another search engine. And YouTube has a lot more
discovery. People will
go on YouTube get lost
on a click whole of all these different things that could be finding and you want yourself in that mix as well.
to wrap up search data from paid SEO tools will give you a sense of the landscape. And it will give you a sense of what the audience cares about most once you’ve got that start doing competitive analysis. What are all the major big competitors, the aspirational
competitors? What are they ranking for? And how can you use those ideas to generate content on social media that you can then repurpose for your website for your YouTube channel for your podcast. Whatever the cases
by focusing on the audience, you’ll focus on what they need, what they want, what they care about, and you’ll avoid the mistake of mess of messaging on social media about all about only you instead, you create content that the audience
desperately wants as evidenced by the search volume
and you’ll make them happy and you’ll make your brand more popular. So great question, very informative question because it shows you the necessity of integrating different channels together.
Search and content
and social and video should not be separate in your company. They should all be rowing in the same direction should all be part of an integrated strategy. So thanks for the question. Please leave any additional questions you have in the comments and subscribe to the YouTube channel and the newsletter i’ll talk to you soon want help solving your company’s data analytics and digital marketing problems. This is trust insights.ai today and let us know how we can help
You might also enjoy:
- What's the difference between social media and new media?
- Almost Timely: The 2020 Essays
- Best Practices for Public Speaking Pages
- How to Set Your Public Speaking Fee
- The Evolution of the Data-Driven Company
Want to read more like this from Christopher Penn? Get updates here:
Get your copy of AI For Marketers