How Keyword Research Kills SMM-routine

Some people still hold the view that SMM and SEO can’t go hand in hand. It appears that sometimes digital marketers focus on just on one or the other separately when their collaboration can help to get the most out of their marketing efforts. For instance, what if I told you that keyword research allows creating a content plan in a matter of minutes?

It this post, I’m going to give some tips away on how to use SEO to improve your social media strategy. So let them work together!

Types of social media content

There are three most common types of social media content:

  • An exact copy of the competitors’ content and semantically related topics;
  • Partial copy: it assumes a comprehensive analysis of the campaign, analysis of competitors, setting goals for SMM campaigns, promotion strategy.
  • Unique author’s content: SMM specialist creates posts relying on his experience and creativity.

The content plan is vitally important to the first and second types. With it, you can plan automatic publications, advertising and so on.

However, in most cases, a content plan is based on the analysis of competitors’ ones with partial copying of their strategies. Other ways are:

  • to follow Google Trends and write up-to-date posts;
  • to find useful articles and write a summary up to 1000 characters;
  • to make a compilation of tips, tools, articles;
  • to post funny gifs, short videos.

Create your Content Strategy in 5 minutes

But how can you be sure that right now people are interested in your content or compilation?

This is where SEO tools come in handy

To pick up topics for upcoming posts we can use some special services for SEO like Serpstat, which is available in 19 countries — Europe, America, and the CIS.

This platform also has an interesting feature called “Search questions”, that gathers all questions people ask on Google, YouTube and Amazon for different countries. Search engine themselves determines the popularity of queries. It shows those questions that are continually being asked for a long time (or for a short period but by the huge number of people).

Yes, you can check trends with Google trends tool, but you can’t see search suggestions and search questions without special services.

Content marketers form content plans for the blog using these queries, SEO experts expand the keyword list for the site. SMM specialists, in turn, can find many exciting questions asked by real users from all around the world and create outstanding content for the social media platforms.

Let’s collect popular niche questions

Now let’s move from theory to practice and learn how to collect search queries in an interrogative form. Since people ask these questions at Google, it’s likely that your post-answer or discussion on the social media will interest your audience.

Note: Interrogative form are phrases with interrogative intonation and the words “how”, “what”, “where”, “why”, “which”, “who”, “how much”, etc. “How to view a photo on Instagram” is an interrogative form, and “Instagram photo frames” is a search suggestion.

Imagine that you’re running a social media platforms of some fitness gym. We shouldn’t be limited to obvious topics like advice on diet, check-list of proper nutrition and sleep pattern. With niche question research, we can create something way more interesting. For example, let’s write a post about the gainer. What is interesting to your audience at this very moment?

Let’s open Serpstat, type the word “gainer” into the search box, select the database, and go to Keyword research > Content Marketing > Search Questions.

Scroll down to see the list of questions and export all of them to Excel or Google spreadsheet.

This way you can not only find hundreds of topics for your posts but also determine the demand for the products. It’s precious information for those who have an online store.

For example, you can create a video with the analysis of the gainers of different brands, paying attention to the brands from the most common questions we found to attract people that are already interested in it, and brands with the sluggish demand to promote them.

For other questions, you can make educational videos on YouTube, notes on social media, interesting posts with unusual questions people ask at Google.

3 lifehacks to work with keywords

#1 The search questions are sorted in the ascending order by the number of words in the phrase

Thus, sometimes the most interesting questions are hidden in the bottom of the report, so it’s better to read it from the end 🙂

#2 Check several bases to collect as many questions as possible

Check USA, UK, Canada and don’t forget about other countries. Perhaps the bases of Google Spain, Italy and Netherlands can give you some ideas too.

#3 Use the cloud of most popular words to search for a specific topic

You have already noticed a block of popular words in the previous screenshots. It will come in handy to quickly search for a topic. Click on the word “best” and service will suggest even more variants of popular words for the new phrase (best gainer).

Final thoughts

We can see that sometimes SEO tools can work wonders for other spheres of Internet Marketing. What is more, working in an IT company, you don’t even need to buy these tools as your colleagues have long benefited from them.