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What people search for on Google often aligns with what they search for and post about on social media. It seems obvious, but how often are social media marketers really thinking about this? With 75,000 Google queries per second according to 99firms, there’s bound to be keyword search data that can boost social media engagement. That's a lot to consider.

For this reason, using data from Google — and Google Trends in particular — could be a game-changer for social media marketers looking for an edge over their competition. To get a better idea of how to best use this data, we’ve asked experienced marketers how they’re using Google Trends for their social campaigns.

What Is Google Trends?

David Greenberg, SVP of marketing at Act-On likens Google Trends to Twitter’s Trending section, for those marketers familiar with that platform. “The difference,” he explained, “is that the website gathers, and makes public, more in-depth information about what search engine users are ‘Googling’ and when.” He says the data includes things like the search engine volume index of a keyword and the geographical locations of the users that searched for it.

“Google Trends helps marketers understand what the most popular current search queries are around the world,” added Marlee Stein, social media specialist at seoplus+. That means it’s a crucial tool for keyword research.  For instance, “if you want to talk about a certain subject, simply type in a keyword that revolves around that topic.” That way, you’ll see what regions around the world have the most Google searches for that word, and can better tailor your marketing efforts for that demographic.

Google Trends for Social Media Marketing

There are two key areas where the experts believe Google Trends can help marketers with social media marketing:

Planning Campaigns

Google Trends is often a great starting point when putting together a social media campaign. “If you understand who the top demographics are that you want to target, but you don't know where to find them,” explained Stein, “Google Trends can be your solution.” Using the tool, marketers can understand what people are talking about and where they are. These insights can drive your social media strategy planning. “If you feel as though you have a strong campaign in place, but aren't getting the results you thought you would,” continued Stein, “you might just be targeting the wrong location, or just not being specific enough with your audience.”

Google Trends, therefore, is also critical for course-correcting if your campaigns are underperforming. Stein believes a social media campaign is successful when your audience begins to spread your message as well. “If you find an audience that's already speaking about your campaign's subject,” she said, “the likelihood of your message spreading will spike.”

Choosing Hashtags

“When it comes to social media marketing,” Greenberg said, “you can use Google Trends to create more relevant hashtags.” He believes that although hashtags have been around for a while, marketers still don’t use them correctly. With Google Trends, you can find keywords that are popular in a region or demographic you want to reach, and weave them into your social media posts as hashtags. “Having three or four optimized and targeted hashtags,” he explained, “is much better than listing every single one that comes to mind.”

But marketers do still need to find a happy medium. “It’s important not to go overboard here and start keyword stuffing,” Greenberg warned, “or placing as many optimized keywords into your content as humanly possible.” Too many hashtags in social media posts can hinder readability, even if they are relevant to your target audience. “This is not only frowned upon, but it’s also very transparent to your audience.” 

Make Google Trends Part of Your Marketing Arsenal

Google Trends can be an excellent tool for marketing teams to use not just for social media marketing, but for a wide range of activities. For example, Greenberg said, “Marketers can leverage the trending topics and terms they pull from Google Trends for search engine optimization (SEO) improvements, reduced cost-per-click (CPC) and increased relevancy (and Google Quality Scores) for search engine marketing (SEM).” The tool is often underestimated, but it can be crucial for creating the right content and publishing it at the right time.

“Marketers should never rely on Google Trends as their only source of information,” Stein warned, “but it can be an excellent tool to find a topic to write about or check the relevancy of a current news story.” Google Trends, therefore, can guide all of your marketing efforts if you use it wisely.

[Source: This article was published in cmswire.com By Kaya Ismail - Uploaded by the Association Member: Wushe Zhiyang]

Categorized in Search Engine
Just before electronica, passive components manufacturer KEMET was promoting an advanced passive components search engine, offering engineers to search for part numbers way beyond the company's offering. ComponentEdge lets users search over 6.4 million part numbers with descriptive text or through interactive filtering, and the tool can cross reference from 145 different manufacturers.

At electronica, EETimes Europe met with KEMET's Vice President of Marketing Johnny Boan to understand what sort of benefits the passives company would get by listing more components than those on its portfolio. We suspected that data mining would be a reason, Boan confirmed.

An interesting feature of ComponentEdge is that when exact matches are not available, it displays the differences between the nearest matching components and gives the user the option to change filter criteria. Once part numbers are found, each result provides real-time distributor pricing, availability, links to 3D CAD models, RoHS information and part number specific datasheets.

"To design ComponentEdge, we hired three design engineers from distinct industries, Cable,  Phone and T&M. Build us the website that you'd like as your engineering centre, we asked them", recalls Boan, making a point to provide as much information about the parts as possible to help engineers make their decisions.

"We use our in-house parameter simulation tool K-SIM to create characterization plots automatically based on the components' data sheets, hence we are able to give precise performance comparisons between our parts and even competition's offerings", Boan explained.

When asked about the sort of insight KEMET can get from data mining the search queries of such a broad engine, Boan explained: "We are constantly looking at the top 10 and top 1000 plots generatedand that gives us a huge insight on what parts the designers are after. But what is of particular interest is the white space of unsatisfied queries, when designers have entered specific parameters and yet no part corresponds exactly to what they searched for. I go to our R&D department and ask them, can we build it?"

Now, since you've gone that far in data mining, how about using deep learning and taking all of KEMET's raw materials, manufacturing processes and known working designs to even automate the design path towards these new parts? We asked.

"This is something we are working on", admitted Boan, very excited about this prospect and describing it as its grand master plan. In the future, search queries may yield new parts yet to be manufactured, pre-characterized based on the most appropriate manufacturing process recommended in-house by what every artificial intelligence built in the tool.

Would they all be worth manufacturing? We asked. "It's all down to volume and pricing. If a customer needs a unique part and is ready to pay for it, we'll produce it", said Boan.

Behind the novel search engine is IntelliData, a data content and software solutions provider recently acquired by KEMET to do all sorts of clever data mining. "They are the brains behind our search engine, this was a significant investment for us", concluded the VP of marketing.

Source:  electronics-eetimes.com

Categorized in Market Research

Almost overnight, voice search has become a significant part of the marketing landscape. Many businesses, however, don't have a plan to take advantage of what it has to offer.

The development of smartphone technology has turned Siri and Cortana into household names. These voice-activated personal assistants are key parts of the interfaces for Android and iPhone devices, and every day, millions of people use them to find services they need.

In fact, 71 percent of 18 to 29-year-old Americans use smartphone personal assistants, and about 40 percent of all voice search users have taken it up in the past six months. The technology is exploding, but are online businesses ready for it?

Voice Queries Should Be a Key SEO Concern

One of the most important aspects of voice search is the way people use it. Finding services using Siri is not like typing search queries into Google. Instead, smartphone users tend to ask questions for their personal assistants to answer. They don't type in "frozen yogurt Baltimore," they ask Siri where they can find some frozen yogurt in Baltimore. It's a big difference.

The past year has seen a sharp rise in the number of search engine queries based on words like "who," "what," "when," and "how." This is something that businesses need to respond to. Instead of focusing on short keyword searches, voice search makes it vital to consider longer questions. Marketers need to find out how phone users are phrasing their queries and base their SEO campaigns around these questions.

This isn't as easy as it sounds. It's not possible to tell which Google queries are coming from voice search, but you can get a good idea of the way people use questions by analyzing your:

  • Customer service queries
  • Social media feeds

Voice Search Optimized Sites Will Be Rewarded by Google

One thing is certain: if voice search continues to rise in popularity, Google will make sure that its algorithms reward sites that answer customer questions as efficiently as possible. Google's own speech recognition error rate has plummeted in recent times, from over 25 percent in 2014 to just 8 percent in 2016, and the firm is investing billions of dollars in perfecting speech-based searching.

But how can online businesses respond proactively to this development?

  • On beyond keyword-based marketing. It seems likely that Google's algorithms will reward searches that align with what customers want, and that raw keyword-based marketing techniques will become less important. Although keywords remain (and are likely to remain) a major part of how the search engines work, how satisfactorily your content addresses user queries will ultimately determine your site’s favorability.
  • Connect with customers on an emotional level. Instead of gaming keywords, successful firms will know how to connect with customers on an emotional level. That's what Google is aiming for. Context-specific search results that synchronize with what users want and feel.

Content that meets these criteria should work well.

A Huge Opportunity for Local Businesses

Voice searching is not something for small businesses to fear. In fact, if local companies use the technology wisely, they can capitalize on a wave of localized searches and capture huge numbers of new customers. When people make voice queries on their phones, they tend to be local. They ask things like "where is the nearest burger restaurant?" or "how can I get to the park?" If your company can be the most common answer to questions like this, voice search holds huge potential.

Considering all this information, what exactly can you do to capitalize on this growing trend as a local business?

  • Listings. Concentrate your marketing resources on perfecting your listings on Google Maps and sites like Yelp. Ensure that all of the information is accurate and up-to-date, and manage your reviews to showcase your services.
  • Site content. The content of your site also needs to be refined to stress your location. Think about the language that local people use to find businesses. Do they refer to streets or neighborhoods in a certain way? If so, include it in your text.
  • Language. If you run a business catering to tourists, be sure to include some foreign language content as well. Everyone is using voice search these days, and it's not all about English language speakers.
    Long-tail keywords. Long tails are harder to rank compared to head keywords but convert well. And because customers in the actual buying stage ask very specific questions, a clear understanding of your website and product/service should help you figure out which long-tail keywords to target.

Mobile Optimization Is Vital

With the rise of smartphone voice search, mobile optimization has become a no-brainer. It's simply got to be done, so if you haven't already redesigned your site to be mobile-friendly, start doing so right away.

Some tips to get you started with mobile optimization:

  • Use Google's Mobile-Friendly Test. This is a simple site Google created to analyze the mobile-friendliness of your website’s design. Google has made it clear that mobile-optimized websites will be privileged in search results in the future, and they have provided tools to help businesses adapt, so be sure to use them.
  • Less is more. Do away with all the fancy Flash and pop-ups. Mobile users may not have the Flash plugin available on their devices, and pop-ups can be difficult to work with on small screens.
  • Optimize your images. Image files that are too big will take a while to load. Image compression tools such as TinyPNG and TinyJPG can help you save bandwidth and accelerate your site’s loading speed.

Adapting to voice search is something that every business will eventually have to do. Right now, small and mid-sized companies can give themselves an early-adopter advantage by designing their content around voice queries, perfecting their local listings, and ensuring their sites are mobile-optimized.

Source : http://www.business.com/

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