Social Media Monitoring (SMM) can be a powerful supplementary tool to Search Engine Optimization (SEO) for getting your web site ranked and found by your target audience. Every organization wants to better know their customer segments. Traditional market research and focus groups can be expensive and time consuming. Social media monitoring now provides a cost effective method to gain an in-depth sense of what consumers want and need. This whitepaper outlines how you can utilize that information to make your website(s) and Pay Per Click (PPC) campaigns more effective.
You’ve invested in a web content management system so you have the right tool, and you’ll already have the industry knowledge for success, but how do you harness this with effective, targeted copy to pull in your customers?
In the ‘traditional’ world of bricks and mortar businesses, you might have considered advertising or direct mail to drive traffic to your site.
The good news is that in this digital age, it’s even easier to connect with your potential customers! They’re already searching for your products and services even as you read this. But are they finding you? What if you could ensure that you’re using words and phrases that they’re searching for? What if you could know what words or phrases connect with your competitors?

The secret is to make it as easy as possible for search engines to find your site and the great content you
have created. How have you chosen the keywords that are being used for your search engine optimization
(SEO) efforts? What were the reasons for your choices? Technology now offers the ability to gather the
words and phrases that consumers are using online when talking about your brand, industry and
competitors. The advantage to using these words for SEO purposes is that these are the same type of
words that people are using to search for your products and resources! The value is that your site has more
targeted visibility. Getting ranked is one thing, but it’s even more effective to rank for the way that your
audience is looking for you.

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