Search Engine Optimisation, PPC and website content creation has long been focused on keywords. The keywords that our intended audience will use in order to find our website through Google and other search engines.
Often these get stuffed by the company in question with in-house jargon because the business is looking from the outside in. Or with phrases that the company assumes people will use to find their site.
As SEO advisors, we, of course, advise that some further and deeper keyword analysis takes place to ensure that a fuller picture is covered and gaps in the search term market left by competitors are filled to the advantage for the client.
Content is then advised to be created around those gaps and focused at the chosen keywords whilst ensuring that care is taken to create content that is natural, engaging and of a high quality. Then further improving on this content and keyword strategy based on the results our analysis of analytical software is providing us.
We know all this and advise all this, at least, we should.
But now we have the ability to go one or two steps further
Digital Analytics and Social Listening to the Voice of the Customer
Digital analytics talks a lot about big data. Big data is quite simply as it sounds “a lot of data” but it’s the use of, analytical manipulation of and meaningful analysis and understanding of what that data means and is telling us that is key.
It's worth noting here that it's not just all about expensive analytical software. Some of the free open source software and free analytical tools can provide useful insight. It is more important to focus on getting the right team of analysts that can tell you what they data means and provide useful insights.
With the right analytical goals set up, we can run deeper analysis on not only the search terms people are using but also what they are saying on social networks, customer advisory sites, review sites and more.
We can use social listening to get a deeper understanding as to what people are saying either about our brand, industry or area of focus. Using software such as “R” we can run deep qualitative and quantitative data analysis of what our customers and potential customers are saying.
In fact, we do not even have to go as far as the higher level analytical software. We can use free social listening sites and tools such as are found here https://www.brandwatch.com/2013/08/top-10-free-social-media-monitoring-tools/
Simply monitoring hashtags can lead you to what is being said and by whom and the words that they use around the subjects, products or brands we are interested in. We can then use this data to create content that is focused around the voice of the customers.
But maybe we need to go one step further.
Psychosocial Personas and Digital Marketing Linguistics Analysis
Here is where the specialist and focus of the analyst come in. As a certified Neurolinguistics Practitioner, a student of advanced psychology and sociology I bring these skills and this understanding to my digital marketing analytics analysis.
In digital marketing, the idea of personas and psychographics is nothing new. They are certainly worthwhile pursuits. They help focus our marketing content around our target audience. They can, however, be somewhat hit and miss and if we are not careful based on assumptions.
With big data, digital marketing analytics and social listening we can use semantic, sociolinguistic and psycholinguistic analysis to gain a deeper understanding about the psychographic, psycholinguistic and psychosocial personas of our customers in their own words. In the voice of the customers. A psycho-sociolinguistic persona of our customer.
Why would a psychosocial linguistic persona of our customer be beneficial?
By building a psychosocial linguistic persona of your customers, or potential, you can focus your keyword and content marketing strategy around the social and psychological profiles of your potential customers and take the guess work out of it by doing so in their own words.
If we know what makes them tick we can talk to our customers in their own voice.
The two levels of Social NLP
Taking this one step further we can take into account the principles of NLP, Neurolinguistic Programming, as with an understanding of our customers and potential customers psycho-sociolinguistics profiles use NLP techniques to persuade them one way or another to buy our products, sign up for our email or join our network etc.
Going on from here we can look at Social NLP in the Social Neurolinguistic Programming of humans. That is the language patterns that shape our thoughts decisions and behaviours based on our social conditions and environment. We can then look at the other form of Social NLP we use in computer programming, AI and search engine server technology and analytics that is Natural Language Processing of Social Networks we gain deeper understanding and analysis of what people are really saying. This has many sociological research benefits.
Swinging this on its head slightly though and saying if NLP is Neurolinguistic Programming and Natural Language Processing we gain some way of thinking how the search engines and social search networks of the future will start to function. How search engine technology is being designed to better interpret human language with a real understanding of meaning. With this in mind, we can then create focused content that will gain real placement and user engagement. With Siri, Cortana and Google Language Processing already here we have to take away our understanding of how things should be presented in written grammar and start to think about Universal Grammars and Cognitive Linguistics.
Blog article written by Sam O'Prey
Next two articles on this subject will probably be on the following
- Google Natural Language Processing and HummingBird
- Keyword Analysis – what does SEO / Digital Marketing Linguistics and Google Language Processing have to do with it?