A big complaint I hear in the SEOmoz Q&A forums, and in the industry in general, is from SEOs that have clients that sell boring things that they believe cannot be adapted for Social SEO Campaigns. Those poor SEOs that are tasked with promoting key words like “buy door hinges online”, “junk removal smallville” and “personal injury claims”.
Get your head out the sand and get creative.
As an agency-side SEO analyst, I have found that the more boring the industry the more interesting the social campaigns can be. The following blog post describes the actions I have previously implemented to effectively promote a client in the personal injury claims space.
If you are not familiar with the industry the following statements may shine some light on what I was dealing with.
Hellishly Spammy: some of the links I seen would make a black hat pharma SEO wince.
Terrible Reputation: due to some unscrupulous firms, the industry was branded as “ambulance chasers”.
Un-sharable Content: can you imagine sharing a link on Facebook for a Fatal Accident enquiry or Road Traffic Accident, then reading below Joe Bloggs “Likes” this.
Produce Great Content:When we were creating the content we wanted it to be as sharable, scalable and linkbaitable as possible. Therefore we decided to create an “ask the expert” daily video, where users could ask there question via an email or blog comment and we would get a solicitor to stand in front of a camera and answer the question. We used a Facebook comments plug-in for our blog to stop any spam and also to connect the questions with real people.
Analyse the Response:Offering this service allowed us to really tap into the long tail keywords in this industry as we started to see patterns in the questions people were asking on our own site.This meant that we able to answer peoples’ questions directly and also able to create headlines for blog posts that were directly related to the searchers intent. Double Win.
As we started to look at the broad set of questions that were coming in and comparing them to the demographic data , we started to see trends appearing in the types of questions and the ages of the users.
Create Context and Reach Out to Users:At the point when the claims company was starting to rant and rave about students taking the piss out of the service and not using it for its intended purpose I transformed the perceived pain into a business asset.
I knew the student users would never be customers, but I believed that they could be a vehicle for gaining:
- Lots of backlinks
- Lots of free content
- Lots of social shares of said content
Peter Zmijewski is the founder and CEO at KeywordSpy. Through Internet Marketing he places his name on great search engine like-GOOGLE who is also called as Innovator, Investor, Internet Marketing Guru and Entrepreneur. For more updates don’t go away, please stay with us.
