In today’s Picks of the Week, we take a look at: improving keyword research with YouTube, the intricacies of local search for large organizations, marketing implications of the expanded Facebook-Microsoft partnership, how to measure engagement and the ROI of social sharing.
Using YouTube as a Keyword Research Tool for SEO
According to Keiron Hughes, although keyword-insight tools from Google, HubSpot and others are incredibly valuable for metrics like search volume and competition, "they don't provide the bigger picture, which is what you should be looking for.”
So, why YouTube?
Says Keiron: "Unlike creating a web page, uploading a video to YouTube is very accessible to anybody with a video file and an internet connection… Google prompts people to provide descriptive content about the video, such as explanatory text (description), a relevant title, and appropriate tags — so not only is it easier for the videos to be sorted, it means more data is available for us to mine."
By finding a few relevant videos on YouTube, and reviewing the comments and related videos, you’ll likely gain some excellent insight — and find new keywords that your target audiences actually use — that you otherwise may have missed. Check out Keiron’s full post for more details and specific examples.
Ranking for Keyword + Cityname in Multiple Geographies
This is an excellent, in-depth look at local-search optimization by Rand Fishkin.
You may be surprised to know that, according to Rand, “[Local search] is one of the most challenging tasks in the SEO field… you can't go the classic route of building a single page of content and simply replacing the geographic keywords with each city you're targeting. Content needs to be meaningfully unique and target the [highly localized] intents [of your target audiences].”
In my opinion, there are two key considerations for marketers:
- For potentially very good reasons — perhaps Google adapts to the fact that local businesses simply don't have the resources of big, but often have the information their buyers seek — local search is a very tough arena for national organizations to compete.
- There are specific strategies to employ if this is important to your business; however, due to its time commitment (and necessary budgets) consider how important local optimization really is to your business before going all-in.
If local search is a key element to your business, I highly recommend reading Rand’s full post.