Building Campaigns Around Key Words and Phrases: SEO, Marketing, Social Media

/, Online Marketing, SEO, Social Media/Building Campaigns Around Key Words and Phrases: SEO, Marketing, Social Media


How many times must we say it?

As SEO professionals, copywriters and all around mad-crazy marketing gals, we get to think about fancy things like, “How are we going to use this keyword without totally bollixing the whole marketing aspect?” That’s always a fun consideration. Building Campaigns Around Key Words and Phrases: SEO, Marketing, Social Media, what’s it all about?

Others might be, “How many times can we use this keyword without it looking spammy in that social media campaign?” and “Should we make this one word or two? Which gets better clicks?”

It’s great when the work you do can be turned into helpful articles for readers… 😀

Any time a single word can be broken into two (i.e. keyword vs. key word), you have an opportunity for ranking. Any time you pay attention to the terms your clients/customers use to describe your product, there is an opportunity for ranking. In fact, there are a lot more ranking opportunities than you might think, rolling around in your site’s content.

Unfortunately, those ranking opportunities aren’t always good, grand and wonderful. Sometimes, they can be ranking pitfalls. If you need clarity, think of all the times you or someone else might have searched “company, scam”. Do you think those companies are happy they can be found under that search? Yeah – probably not.

While reading this article, keep the above in mind. You can accidentally rank for terms you don’t want associated with your company or product by introducing a few stray words into your content.

Bonus Tip: Quickly check the terms found in your content with Google Webmaster Tools

Google Webmaster Tools – Verify your site and become a Google Webmaster. Why? Because it gives you a quick overview of important data you can use for your SEO campaign. For the purposes of this article, it shows you the words Google thinks your site is about.

As you move forward with your campaigns – whether marketing, SEO, social media, or a mix -, make sure to check the results every once in awhile. This is especially important if you have a blog attached to your site, as we do.

Every once in awhile depends on what type of campaign you’re running. For example, if you only put out two or three new pieces of content a month, every once in a while is approximately 6 months. On the other hand, if you put out eight new pieces of content or more, you want to check monthly.

Whether monthly or semi-annually, it’s almost guaranteed you’ll find some words that’ll make you do a “how’d that get in there” double take. Like it’s, which is 9th in our top 10. Go figure.

Now, let’s get to the main part of the article.

Did You Know: Traditional marketing uses key terms and phrases

Yes, yes it does. Think about the latest commercials you’ve watched on television. How many times does a specific phrase get used? A commercial about making your own baby food, for instance, might use “fresh, organic, baby food” four or five times before the 3-minute commercial is over.

How many times must we say it?

Raid is another example. In every commercial, their main term is repeated at least twice, verbally, and more in the images themselves.

Another example could be the HeadOn commercials.

In television commercials, radio ads, direct marketing flyers, guerrilla marketing and more, you’ll find instances of key words and phrases. Some are in bold, some are in italics, some are just repeated, but they’re all key to the campaign.

Translating Traditional Marketing Methods to Modern, Online Methods

What’s that saying… twice is a mention, three times is a keyword, more is branding? Taking a lesson from traditional marketing, key words and phrases are simply the words you want your market to use in identifying your product or service.

For example, let’s say you sell all things red. In fact, red has become your identifying phrase. You sell red widgets and red shoes, red shirts, socks and gadgets. Because this is a business and your business website, red would become one of your key terms (due to brand). Widgets would also become one of your key terms, and red widgets, your key phrase.

With this in mind, you might:

  1. Create a site page about red widgets.
  2. Twitter a helpful tip about how red is a great color to get people excited about something. Use the hashtags #red #widgets.
  3. Write a blog about how recent studies have proven that a spot of red on a website can up conversions by 3%, and offer your red widgets. Link this blog to the site page.
  4. Send a tweet out about your new blog using hashtags #red #widgets. Include a short, to-the-point line about the study.
  5. Share your blog on Facebook, with a 10% off red widget sale from your company.
  6. Tweet about your 10% off red widget sale for those using hashtags #red #widgets.
  7. Post a video on YouTube about the psychological affects of red and the recent studies. Use a keyword /marketing rich title and description:
    • Title – Red Widgets Increase Site Conversions by 3%, Study Shows
    • Description – New psychology study shows a red widget added to a site can draw attention and increase site conversions by 3%. Using eye-tracking studies on high-conversion pages…
  8. Add this video to Facebook.
  9. Post this video on your blog.
  10. Send a tweet out about the video using hashtags #red #widgets #video.

You Might Be Thinking…

You might be thinking, “How can I possibly do all that and run my business?” Well, in reality, the steps are a little more condensed:

  1. Create site pages about your products
  2. Decide how many blogs you’re going to put out each month, write and schedule them.
  3. Decide how may videos you need and create them to compliment your blog. Either a) upload them all at once or b) upload them according to a schedule.
  4. Using HootSuite, TweetDeck or other program, schedule your tweets each morning (check in once in a while to see if someone is talking to you and respond back).
  5. Set your social media accounts to draw from your blog feed

You might also be thinking, “But I don’t sell widgets and red isn’t my color.” That’s fine, that’s fine. This strategy has two things going for it. One, it’s merely an example – a beginning outline of how one might go about using key terms in a marketing, SEO and social media campaign.

The second thing is that this strategy can be used for pretty much any key term or phrase. For example, if you sell real estate in Seattle, Seattle would replace red, and real estate would replace widgets.

Finally, you might be thinking, “How do I know if all of this effort is paying off?” Smart question, and it’s answered by monitoring. You have to monitor your important metrics – like, how many people have liked your posts on Facebook, shared them from your site, sent them on Twitter, watched your video, etc.

For each line of marketing you use, make a notation about where you were before the campaign started. “In April, I had 15 followers in Twitter. I have not bought followers or any such thing and I now have 125 in May.” Whatever metrics you’re looking at, you’re looking for growth. The biggest metric to remember is your bottom line. Is it paying off?


Other things are involved in creating and implementing campaigns based on key terms, but the main thing is to stay on course while being flexible at the same time.

Successful SEO professionals, copywriters, business owners, marketers and webmasters are the ones who remember the goal, but are willing to change tactics to reach the goal. The above is just an outline, to show you what’s possible. Take it and run with it!

Is there any particular step you’ve found to be useful in your campaigns? Share it with our readers!

By |2017-05-29T05:00:25-07:00March 24th, 2011|Content Development, Online Marketing, SEO, Social Media|

About the Author:

International SEO consultant is my title...but who cares about those? What I love is creating strategies that include marketing, social, SEO, relevance, ruffling feathers and starting revolutions. What you read on this blog will hopefully inspire you to continue the conversation. When I'm not multitasking around Level343 I sneak away and go sailing. I'm crazy about pistachios, and of course Nutella.