Search& social integration: Takeaways from SMX West

As someone playing a specialized role in an integrated bureau, I am always looking for styles digital squads can complement each other and truly integrate to bring more success for our customers and brands. Last week at SMX West, the integrating of social and search was first and foremost in my mind.

Below is a roundup of key lessons learned across various sessions last week.

1. Prioritize team integration

Team structure is crucial in integrating search and social in an organization.

Justin Freid, in its present session on aUsing Paid Search& Social Together to Deliver the Ultimate Knock-Out Punch, a laid out his team structure, in which a director of search and social runs the team, with support from supervisors for SEO, SEM and social that result their distinct disciplines while working closely together.

For organizations where social experts and search experts are not on the same line in the organizational chart, seating the two teams in close proximity to each other promotes accessibility and idea-sharing( and camaraderie, which builds trust ).

Standing in-person sessions, either weekly or biweekly, help the disciplines share data and execute cross-channel testing. These standups provide opportunities to share real-time insights and test ideas across both teams, and to follow up on previous tests and learnings.

2. Share social and search data to attain cross-platform decisions

My colleague, Maggie Malek, in its present session, aSEO& Social: A Match Made in Marketing Heaven, a laid out several sources to look for insights that can help inform search and social efforts.

Search advising social — In social media, people tend to post content that reflects the best version of themselves, which can make it difficult for marketers to get a sense of their true ache points. In the privacy of a Google search box, consumers tend to be more honest, asking questions they may not pose in public. Use this as inspiration for content to address these questions and needs. — In social media, people tend to post content that reflects the best version of themselves, which can make it difficult for marketers to get a sense of their true ache points. In the privacy of a Google search box, consumers tend to be more honest, asking questions they may not pose in public. Use this as inspiration for content to address these questions and needs. Social advising search — Appear at social to determine what people are saying about your product to their friends, what customer service issues they are experiencing, how they are interacting with your competitors, and what types of content they are engaging with. Social can also be a powerful tool for looking at what words people use to describe your product and competitors, which may inspire keywords and content. — Appear at social to determine what people are saying about your product to their friends, what customer service issues they are experiencing, how they are interacting with your competitors, and what types of content they are engaging with. Social can also be a powerful tool for looking at what words people use to describe your product and competitors, which may inspire keywords and content. Other channels — Donat forget other search boxes outside of search engines. Customers search YouTube, Twitter, Instagram and Facebook, each in a slightly different manner. Amazon reviews are also a great way to understand the questions your audience has about your product. How are people detecting my content? — In a world where keyword data can’t always indicate which queries are driving visits to the site, social can provide data around related posts; employ hashtags and popularity of topics in online conversations to help fill in the gaps in content your audience cares about and learn which words they use to get to your brand. — In a world where keyword data can’t always indicate which queries are driving visits to the site, social can provide data around related posts; employ hashtags and popularity of topics in online conversations to help fill in the gaps in content your audience cares about and learn which words they use to get to your brand. What content should I be making? — Search volumes used to tell us which keywords we should be targeting, and that data is getting more difficult to determine. Social data can expose activity on content topics and topics, and searching forums and Q& A sites can give us an idea of what questions people are asking. This helps marketers make content better targeted for our users.

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