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Seattle News and Social Media – Part II – Keywords

If you read part I of Seattle News and Social Media, you are probably beginning to ask some of the right questions about how news drives traffic and attention.

As we dive deeper on how Seattle News is consumed, we need to understand how keywords are related to it.

This section will cover some strategies for the keywords involve in Seattle News.

For most of the numbers I’m reviewing here I used the Google Adword tool and Google Traffic Estimator.

STEP ONE: Related Keyword Traffic

Whenever I look at a marketplace, I always look at some of the ‘common sense’ words that drive traffic (via Google Traffic Estimator.) In this case I’m looking at ‘Seattle News’ as a keyword and examining the top related search keywords. This first thin I do is look at the volume of traffic, as I want to understand where the eye balls are and if there is a branding or impression scenario to consider.

STEP TWO: Related Keyword Cost

The next item to look at (using Adwords Keyword Tool) is to examine the most expensive keywords related to the original term. This often exposes areas that businesses can have an opportunity around, as well as keywords that other businesses have bid the price up. If someone is willing to spend money on these, basic logic says I should ask the question of whether or not there is reasonable business opportunity there.

STEP 3: Where is our Audience?

You can’t just assume that everyone is searching for “Seattle News” is in Seattle…. the chart below details how a good chunk of the search volume is coming from Port Angeles and Tacoma, anywhere from 25 to 75 miles away.

If I had made the mistake of pursuing “Seattle News” as a local Seattle business, I may have been reaching an audience that was simply outside of my business market. You can explore this data using Google Insights.

CLICK TO ENLARGE

STEP 4: Keyword Funnels

CLICK TO ENLARGE

Any single keyword leads to another, leads to another.

When you are using Google you can see this in action by paying attention to Google auto-complete when they try to provide options as you type in your phrase.

When you are typing in the search box, pay close attention to the words and phrases that appear. This is invaluable for discovering what journey an online audience takes to discover new information.

The chart (left) details how  the search audience goes from keywords like “Seattle News” to keywords such as Seattle Traffic News, Seattle Times, Seattle PI, Seattle Traffic, SeaTac Airport, etc.

One of these keyword funnels may be the exact audience you want to communicate with (for advertising or search optimization and Adwords) or simply help educate you on how your consumers are exploring relevant information.

 STEP 5 : The Local Market

I’ll be digging into this topic on part 3 of Seattle News & Social Media.

Let me know if you have any questions and make sure to check out some of the related articles below.

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About Barry Hurd

As an experienced chief digital officer, Barry Hurd is the managing director for Epiphany Metrics, a digital business agency offering guidance on complex business processes being affected by new technology trends. He volunteers as strategic director for Social Media Club Seattle, where he promotes ethical and effective utilization of social media for business.

A results oriented business mind, he focuses insight and innovation by applying actionable new media business models. He is an acknowledged leader in online business strategy, thought-leadership, online reputation, and comprehensive business metrics. He can often be found speaking on topics of Entrepreneurship, Marketing, Search Optimization, Digital Analytics, Online Reputation and Competitive Strategy.

He believes in sharing knowledge and applying concepts to real world problems that are justified with functioning business cases, while exploring how like-minded business models apply across regional and industry channels.

He has presented to

  • Disney Interactive
  • TEDx
  • Washington Technology Industry Association (WTIA)
  • DEMO.com
  • Attachmate
  • SecureWorld
  • The University of Washington
  • Wall Street Journal
  • Seattle University
  • Master Builders Association
  • Washington Wine Symposium
  • The Executive Network
  • REI
  • Snohomish, Lake Union, Issaquah & Bellevue Chambers of Commerce
  • Puget Sound Architectural Marketing Council
  • Privacy-Identity-Innovation 2012
  • MIT Enterprise Forums
  • MarketMix 2011
  • BuzzRE Real Estate Conference
  • Guidepoint Global
  • National Auctioneers Association
  • Bigfoot Social Networking Conference
  • ClubCorp
  • CASE Alumni Network
  • National Association of Realtors
  • RIS – Real Estate Magazine
  • Active Agent 2.0
  • Microsoft
  • Social Media Club
  • Chartered Property Casualty Underwriters Society
  • NOWA – Northwest Outdoor Writers Association

Past projects have included

  • The Wall Street Journal
  • REI
  • Washington Technology Industry Association (WTIA)
  • TMP Worldwide
  • DEMO.com
  • Cardiac Science
  • Department of Homeland Security
  • AllRecipes.com
  • TEDxSeattle
  • Monster.com
  • Richard Petty – NASCAR
  • Maveron Venture Capital
  • IDG Communications
  • Devry University
  • Antioch University
  • Ball State University
  • Verizon Superpages
  • TravelClick
  • RIS Media
  • Onvia
  • Intuit

Barry has received press coverage from such sources as the The Wall Street Journal, The Washington Post, Fast Company, Houston Chronicle, Philadelphia Inquirer, St Louis Dispatch, Seattle PI, The Seattle Times, DEMO, Digital Marketing Institute, Better Homes and Gardens, St. Olaf College, Hightable.com, Q13 Fox Seattle, Alltop, TopRank BigList, Social Media Today, Social Media Examiner, MedicalMarcom, Real Estate Magazine, Intent Magazine, Best Big Business Blogs, Bulldog Reporter, WebProNews, Ragan Communications, Mashable, Everett Herald, King County Business Journal, and The National Law Journal (Law.com)

His writing can be read at http://BarryHurd.com , http://tradeshowsocialmedia.com , http://123socialmedia.com

He can also be found Tweeting on @barryhurd @123socialmedia @epiphanymetrics

If you would like to have him speak with your group, business, or association – please check out his keynote speaker page.

You can also reach him through this contact page.