Finding Out Where People Are Talking about You Online

The first step to finding out where the conversations of interest to you are happening online is compiling a list of sources. Next, compile a list of topics to search for (you might use standard keyword research to augment this) generally your brand, your competition, your products, and industry-specific topics. Then, conduct the searches and save the results. In many cases, you can set up alerts so that you are notified right away when a conversation is taking place. You have many options for...

Market Research

In Chapter 2, you learned about how to use keyword research tools to find out what your potential customers are most interested in. You can also use search itself to find out what they're saying about you, your competition, and your industry. The advantage of adding social media search to your market research toolset is that you'll get near real-time information that can help alert you to any upcoming public relations issues, get a head start on the competition about coming trends, and get much...

Ranking

As we've seen throughout this book, ranking is based on what pages search engines have calculated to be most relevant to what they have determined the searcher is looking for. You can't influence how the engines interpret searcher intent, but you can ensure your pages are as relevant as possible for target queries. The bottom line, of course, is to understand your customers and what they are looking for and provide exactly that. But on a more tactical level, relevance is based in large part on...

Blended Search Images

I clicked on the image at the far right and came across a Telegraph article about Bologna, which in turn led me to some great information about local hotels, restaurants, and shops (see Figure 5.9). And so, blended search and PR have joined together with search to bring more visitors to the businesses of Italy. (See page 189 for Figure 5.8 Google Image Search Results San Luca Bologna Figure 5.8 Google Image Search Results San Luca Bologna Figure 5.9 Acquisition from...

Competitive Research

We've already seen some competitive research with the data available from the Google AdWords Keyword Tool. Let's take a closer look. In the tool, competitive information shows up as a bar graph, and when you export the information, it shows up as a number between 0 and 1. Since this data is based on the competition for paid search terms, it may not correlate exactly with organic search, but it can provide a pretty good gauge to start from. For instance, consider the following four queries,...