8 Ways Real-Time Search Can Boost Your SEO Rankings
3. "Optimize tweets with keywords," Bensen says. For instance, marketers who want to tweet a link can "identify popular search terms for your business—your keywords—and create three to five tweets using a different keyword in each with the same link at the end of each."
4. Use hashtags and remember that, within Twitter, they work like links. Bensen says: "Create your own hashtag to build thought leadership. [And/or] use a hashtag that is used by many to get your tweets intermixed with those of others using the same hashtag."
5. Promote tweets and use other paid social options. Ware says: "Our clients are utilizing paid advertising opportunities on Facebook, LinkedIn, YouTube, etc. to educate and engage their audience[s]. For some niche topics or emerging countries, we have seen lower CPCs and higher traffic than running on search. Our client, Intel, has been successful with the integration of their search and paid social programs. They would use social as a channel to bring people into the funnel, and search would be the channel to close the process."
6. Use retargeting to show up in relevant, real-time results. Ware says: "Due to the long sale[s] cycle that most B-to-B marketers face, retargeting is a tactic that is helpful in keeping the marketer top of mind as the user is conducting research. … We have a client in the solar industry [whose] … campaigns are targeted towards users who have started the process of having an agent contact them, but didn't convert. Through retargeting, they were able to drive higher lead volume while still maintaining a good CPL."
7. Provide good content. Gerace says: "Understand the consumers' needs by discovering what they're searching for in your category of focus (e.g. beauty, parenting, technology, etc.). … [Then] create original, quality content that matches these searches. Quality is key for long-term stability in the search engines." Also, he says, keep track of the search terms readers used to find the content and what referral sources they used in order to optimize future content.
8. Join the conversation and provide useful information, Bensen says. Track conversations about the company—tools like HootSuite and TweetDeck (now part of Twitter) may work well for this task—and get involved. "Browse informational sites such as Yahoo! Answers, Yelp, TravelAdvisor, etc., depending on your industry. Answer questions that are relevant—this requires expertise and should not include spamming or pushing of your product."
Tracking brand sentiment in real time can also aid in "right time" marketing, according to white paper "The Right-Time Email Marketing Playbook," released in May by Redwood City, Calif.-based StrongMail Systems, a provider of online marketing solutions for email and social media: "Right-time marketing requires that a brand track topics and trends in real time, nd that it be the first to inform and engage audiences around topics as they build groundswell within the community."