The Roaring PJ - A Social Media Blog

Summer Solstice is a Time to Connect

Posted on by Melanie Yunk

Many cultures around the world use the summer solstice as a time to give thanks for all the good things they have and to celebrate the abundances that life has provided. It is also a time to realign with nature and remember that we are all connected to one another. What better time to acknowledge the single most important component of any business: people.

Summer Solstice

Building relationships with your customers, both current and potential, is an important way to keep your customer conversion and retention rates high. People like to work with and buy from companies and brands when they feel that their needs matter and their business is appreciated. In other words, they like to feel connected to the company. Social networking is the ultimate relationship-building tool for businesses and the summer solstice is the perfect time to evaluate your strategies. 

Customer Appreciation 

Social networking is a well-known way to connect with people and to reach a wide audience using many channels and types of media. Take the summer solstice as an opportunity to check in with your fans, followers and subscribers and let them know that you appreciate them. Remember, it costs less to keep a client than to acquire a new one and showing your appreciation is a great way to boost your retention rates. Whether you host an appreciation giveaway, post a series of customer spotlights or simply post a note of gratitude, showing that you care will make your customers feel connected. 

Realign Your Goals 

Since summer solstice is a time to realign your connection with other people, make sure that your customer’s needs are in alignment with your social networking strategy. Social media outlets are a great way to increase your brand awareness and customer loyalty and the way to do this is to be entertaining and informative for your readers. Make sure you’re not spending too much time talking about yourself and focus your content on what your readers want to see. 

People First 

It’s very easy to become consumed with strategies and goals for your social media outlets, especially when you’re looking at graphs, charts and piles of data all day. Take a few minutes to check in with your social networking accounts and reconnect with the real people that make you successful. Use the summer solstice this Saturday as a reminder that our customers are our greatest assets and give thanks for the abundances that they give us.

Friday the 13th SEO Techniques for Good Luck

Posted on by Melanie Yunk

In Western culture, many people think of Friday the 13th as a bad omen. Even a successful horror franchise is named after the most infamous date on the calendar. Though  suspicions suggest the unlucky day tradition began with the death of Italian composer Gioachino Rossini on Friday, November 13, 1868, Fridays have been held in low regard for centuries.

Bad Luck Friday

Unfortunately, the belief still survives in today’s modern times. Antiquated beliefs can be a fun way to promote a product or service, but companies need to take extra care to avoid bad luck. Don’t be scared. One way to avoid the negativity associated with Friday the 13th or other bad omens is by utilizing good SEO practices. Even on this most superstitious of days, building natural links and utilizing relevant content yields good results. SEO techniques are tactics used to boost a website’s ranking with Google and other search engines. Utilizing SEO techniques can mean the difference between sinking and swimming for most companies. Below are a few basic SEO tips to maintain a website’s “good luck,” even on Friday the 13th.

13th friday

Social Media

Forming organic backlinks is important, especially on the most horrific of days. Making sure a company’s social media accounts link back to the main website is key to boosting a site’s authority with search engines. Twitter, Facebook, Google+, YouTube and Pinterest need to be linked to the main website to build organic links. Using links and keywords in posts on social networks also help a company boost its rankings for preferred keywords.

Content for Good Fortune

Stuffing sites with keywords or ads is a good way to be permanently removed from the Google index. This unfortunate act is even more likely to take place on the most unluckiest day of the year, right? Therefore, today is  the perfect opportunity to invest in professionally-written content for the site’s blog. If the website does not include a blog, consider adding one because fresh content is not only lucky, but smart and a blog is the best place to create new content on a website.

Rely on an Expert

The best SEO technique available is to find a professional SEO consulting agency that understands the ever-changing Google algorithms responsible for ranking the sites. The lucky SEO Strategist spends hours studying the best SEO practices to stay one step ahead of the search engines. By hiring an SEO company, the experts can solve the puzzle that is fighting back — an unlucky fate regardless of Friday the 13th or any other date.

By following a few these simple SEO tips, businesses protect themselves from the bad luck brought on by Friday the 13th superstitions. What are your superstitions about SEO?

Holiday Search Marketing Campaigns

Posted on by Kent Yunk

We are going into the holidays and if you are anything like me you know that you will need to buy cards and gifts for friends, associates and family. Those of us that work in the SEO field know that this is also a time where traffic for holiday-related search terms goes through the roof.

Google trends shows just a few of the trending holiday search terms that show up in November and December.

One of my favorite seasonal topics is recipe related search terms. The Google trends data shows how the spikes for recipe terms take off during the holidays.

 

This trending data really comes home when we look at our modern society, especially for those of us in the North America, is faced with the pressure of gift giving. It is even true when there is not enough in the family budget to give a gift to everyone on the list. Not surprisingly, this pressure works to the advantage of numerous retail businesses. Modern retailers use this pressure to help market the latest releases of everything from games to shoes.

A retailer can use keyword trending data to optimize ads and webpages to improve the performance of paid and organic search campaigns. The brand BestBuy is a great example since they are a leading marketer of consumer technology products. If BestBuy wants to develop a marketing campaign around TVs they can use the Google Adword tool to inform them about the keywords that performed the best over the last 12 months.

Google Adwords Broad Match TV Keywords

The “broad match” keyword data shows the volume for these keywords is enormous and is highly competitive. The local trending data which is the nice graphic to the far right of the table is simply showing how the search demand (search traffic) for each keyword has changed over the last 12 months.  The trending data over the last 12 months helps the SEM (search engine marketing) professional to see what keywords have the most traffic and the highest CPC (cost per click).

Search Demand Trends for TV Keywords

The keywords with the highest demand and are most competitive are the generic “flat screen TV” and the brand term “Samsung TV”. The keyword that shows promise from this research is “42 inch TV” since it has good demand and begins to inform a more focused search. The search marketer could take this data and build a holiday campaign around the products and content relating to 42 inch TVs.

The search marketer armed with knowledge can build a campaign that combines the creation of a webpage optimized for a 42-inch TV product offering along with a PPC (pay per click) campaign using 42-inch TV search terms leading to a landing page offering to send product review information or the ability to make a purchase.

This is just one example of how to use trending keywords to build a search campaign. The focus of each campaign along with the tools used will vary depending on the product and target market. Every marketer needs to stay on top of the results and be able to react with changes to the campaign. This especially pertains to paid campaigns where minutes wasted on a poorly targeted campaign turn into major dollars wasted very quickly. The organic or SEO part of the campaign is less time sensitive but can have a large positive impact on the bottom line when executed in a focused and timely fashion.

Kent Yunk is VP and SEO Strategist with Roaring Pajamas

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