The Intersection of Search & Social Media: When, Why & How
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This document discusses the intersection of search and social media. It begins by providing background on Boston Scientific and describing how social media platforms differ from traditional search engines in their daily search volumes and user intents. The document then recommends that companies form partnerships between their digital and social teams to positively impact SEO objectives and brand awareness. It provides tips on how to perform keyword research on social media, how to optimize social media content for search, and how to specifically optimize videos on YouTube to drive traffic.
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The Intersection of Search & Social Media: When, Why & How
- 1. 1 The Intersection of Search & Social Media: When, Why & How Presented by Erica Melchior, Social Media Community Manager, Boston Scientific @EricaMelchior
- 2. 2 About Boston Scientific • A leading global developer and manufacturer of medical devices for a broad range of medical specialties • Rhythm Management division makes devices implanted by a niche group of cardiologists known as electrophysiologists • Very highly-regulated industry Headquarters: Marlborough, MA – Rhythm Management division: St. Paul, MN
- 3. 3 Let’s take a poll… 5.5 billion daily searches Which social network has the highest in-platform daily search volume? A. Pinterest B. Twitter C. Facebook D. YouTube
- 4. 4 Let’s take a poll… 5.5 billion daily searches Which social network has the highest in-platform daily search volume? A. Pinterest B. Twitter C. Facebook D. YouTube
- 5. 5 In-platform social searches by the numbers 0 500,000,000 1,000,000,000 1,500,000,000 2,000,000,000 2,500,000,000 Daily in-platform search volume Twitter Facebook YouTube Pinterest …or, approximately 4,598,563,000 daily in-social network searches
- 6. 6 Example: Trader Joe’s vs. Whole Foods Trader Joe’s is not on social media Whole Foods is on social media
- 7. 7 What should we do with this information? Form strong partnerships between digital and social teams to positively impact SEO objectives & brand awareness. We’ll cover: How social media keyword research differs from conventional keyword research & how it ties into SEO How optimizing keyword integration into social media content can affect Google SERPs and web traffic How paying particular attention to YouTube video optimization and overall YouTube strategy can positively impact search objectives
- 8. 8 Why social media keyword research? Differences in topic between search & social networks • Most popular queries in Google are not the most popular queries in YouTube or Twitter Differences in topic across social networks • Similarly, trending topics and topics of conversation differ between Facebook and Twitter Intent of search vs. social • Searchers on Google are looking for an answer. Searches on social media are looking for engagement or a reply. “best places to go on vacation in the winter” vs. “Where should my husband and I vacation this December?”
- 9. 9 How to do social media keyword research
- 10. 10 How to use social media keyword research Uncover the most relevant searches or topics to apply to your community: Keep tabs on trending topics on Twitter, Facebook & other networks • Determine how frequently a particular topic, query or trend comes up Monitor commentary and topics for product or service development intel Investigate keyword variations • Are the keywords driving to your website from search the same ones driving to your website from social? Do they differ across social channels? Find opportunities to engage
- 11. 11 Oreo’s for the #win
- 14. 14 How to optimize social content for search Keywords Images/videos (should be named appropriately) URLs Hashtags, tags & mentions Each tweet is treated as a web page by Google Not every tweet is indexed…so Google uses its algorithm Be on social media not for search rankings but to build up your brand and drive qualified traffic. The better optimized + engaged your content, the more likely to be shared, the higher probability of increased web traffic ~7.4% are indexed
- 15. 15 Conquering YouTube Positively impact search objectives with YouTube
- 16. 16 How-to: YouTube optimization Optimize videos for Google AND YouTube search: 1. Start with keyword research. Find video keywords that have YouTube results on the first page of Google. – How-to’s – Reviews – Tutorials – Fitness/humor Searched for “how to make ice cream”
- 17. 17 How-to: YouTube optimization 3. Confirm the keyword gets a decent amount of searches per month using the Keyword Planner. 4. Select video—make it a good one! – User engagement is the most important ranking signal in YouTube 5. Upload the video with optimization in mind
- 18. 18 Video optimization methods File name: how_to_make_ice _cream_video.mp 4 Title: Homemade Ice Cream in 5 Minutes Description: Love homemade ice cream but hate the fuss? This easy hack gives you DIY ice cream in just a matter of minutes. You'll be eating homemade ice cream all summer as no ice cream maker is needed. Tags: Captions Thumbnail: Custom transcription
- 19. 19 Important YouTube metrics Average video view duration (the longer, the better) Comments Channel subscriptions after video view Shares Favorites Thumbs up/down
Notas do Editor
- Google Source: Search Engine Land, Danny Sullivan, March 2016: http://searchengineland.com/google-now-handles-2-999-trillion-searches-per-year-250247
- Sources: Facebook: https://techcrunch.com/2016/07/27/facebook-will-make-you-talk/ Twitter: http://www.statisticbrain.com/twitter-statistics/ Pinterest: https://blog.pinterest.com/en/2-billion-monthly-idea-searches-and-counting YouTube: