Keywords Identification for Eydean

Since Eydean is a software company focusing primarily in Artificial Intelligence and Business
intelligence. For the identification of suitable keywords for the company’s website we should
keep an eye on the queries that the visitor may enter in the search engine and thus increasing the
traffic on the website.
Firstly, the seed keywords should be noted out as they are the foundation on the basis of which
the other keywords are identified. The seed keywords for Eydean can be:
 Software company
 Artificial Intelligence
 Business Intelligence
 Machine learning
 IT company
 Business Application
Different prefix, suffix and preposition can be added on to form a more practical user query.
Different posts and article can posted in the site related to highly searched keywords so as to
increase the visitors to the site. The keywords with high volume of searches are:
 IT company
 Artificial intelligence article
 Artificial intelligence examples
 Advantages of artificial intelligence
 Business intelligence example
 Business intelligence tools
 Machine learning example
Since, the company is moreover Nepal based low volume of searches can also be targeted within
the region because it will be easier to turn visitors to customers in such cases. Such type of
keywords with relatively high volume of searches are:
 Software development company Nepal
 Software company in Nepal
 It company in Nepal
 Software development company in Nepal
 Outsourcing company in Nepal
 Long Tail SEO and Brand Recognition
Long Tail SEO:
In SEO, we distinguish between head keywords and long tail keywords. A long tail keyword is
more specific than a head keyword most of the times. But it is not the case every time. They
consist of more word than head keywords. The head keyword is a general term lots of people
write about. A long tail keyword is a more specific topic or a subtopic of the head term. Usually,
less people create content about this topic. So it can be the topic to focus on in order to attract the
visitors. Despite the lack of search volume, long-tail keywords are often easier to rank for and
result in higher conversions than seed keywords. This is because long-tail keywords
communicate a clear customer need that you can solve and they are intent driven.
Brand Recognition:
Brand recognition is the extent to which a consumer can correctly identify a particular product or
service just by viewing the product or service's logo, tag line, packaging or advertising
campaign. Brand recognition requires the consumer to recall prior knowledge. To build brand
recognition, an organization must repeatedly provide consumers with a consistent visual or
auditory learning experience. We all know that brand recognition influences user behavior. The
considerations that can be taken out are:
 Low Brand Awareness Could be the Cause of Low CTR in the SERPs:
In cases where the sites are highly optimized and search engine rankings are high, but for
some reason, the page may not get clicks. The reason for this can be low brand
awareness. So to solve this, work out should be done for increasing consumer recognition
and trust for the brand.
 Social Media Marketing can Influence SEO Performance:
Google’s algorithm doesn’t take social media likes and shares into account when
determining page rankings. But social media, when done right, does increase brand
recognition and trust. Both of which have been proven by this study to improve the CTR
on the search engine results page.
 Strategies for Social Media Content
A social media marketing strategy is a summary of everything you plan to do and hope to
achieve on social media. It guides your actions and lets you know whether you’re succeeding or
failing. The more specific the strategy is, the more effective the execution will be. It should be
kept concise. Plan should not be lofty and broad that it’s unattainable or impossible to measure.
The steps in creating the strategies for the social media are:
Set social media marketing goals that align to business objectives: The first step to
creating a winning strategy is to establish your objectives and goals. Without goals, you have
no way to measure success or return on investment. Each of the goals should be:
 Specific
 Measurable
 Attainable
 Relevant
 Time-bound
Also one of the important factor to be considered is to track meaningful metrics. Vanity
metrics like retweets and likes are easy to track, but it’s hard to prove their real value.
Instead, we should focus on targets such as leads generated, web referrals, and conversion
rate.
Business objective Social media goal Metrics
Grow the brand Awareness (illuminate your Followers, Shares, etc.
current and potential
audience)
Turn customers into Engagements (show how Comments, likes, mentions,
advocates audiences are interacting etc.
with your content)
Drive leads and sales Conversations Websites click, email
(demonstrate the signups, etc.
effectiveness of your social
engagement)
Improve customer Consumer (reflect how Testimonials, social media,
retention active customers think and sentiments, etc.
feel about your brand)

Learn everything you can about your audience: Knowing who your audience and
ideal customer is and what they want to see on social is key to creating content that they
will like, comment on, and share. It’s also critical if you want to turn social media
followers into customers for your business. You should try creating audience personas.
These allow you to think of your potential fans, followers, and customers as real people
with real wants and needs. And that will allow you to think more clearly about what to
offer them.
Gathering of real world data is also a vital factor. You should not make assumptions but
instead a thorough research should be carried out.
Research the competitions: Your competitors also uses social media and that means
you can learn from what they’re already doing. A competitive analysis should be carried
out. A competitive analysis allows you to understand who the competition is and what
they’re doing well and not so well. You’ll get a good sense of what’s expected in your
industry, which will help you set social media targets. This analysis will also help you
spot opportunities. For example, maybe one of your competitors is dominant on
Facebook, but has put little effort into Twitter or Instagram. You might want to focus on
the networks where your audience is underserved, rather than trying to win fans away
from a dominant player.
Conduct a social media audit: Examine your current efforts and you need to take a step
back and look at what you’ve already done and accomplished. Ask yourself the following
questions:
 What’s working and what’s not?
 Who is connecting with you on social media?
 Which networks does your target audience use?
 How is your social media presence compared to your competitors?
Once you gather all this information in one place, you’ll have a good starting point for
planning how to improve your results.
During the audit you may discover fraudulent accounts using your business name or the
names of your products. These imposters can be harmful to your brand, never mind
capturing followers that should be yours. Report them. You may want to get your
Facebook and Twitter accounts verified to ensure your fans and followers know they are
dealing with the real you.
Set up accounts and improve existing profiles: Determine which networks to use and
how to use them. As you decide which social channels to use, you will also need to
define your strategy for each network.
You can use Facebook advertising to target a specific audience in order to increase
customers. Similarly, you can use Instagram for promoting and sharing our company
culture to help with recruitment and employee advocacy.
Improve existing profiles so they align with your strategic plan.
 Make sure you fill out all profile fields
 Use keywords people will use to search for your business
 Use images that are correctly sized for each network
Find Inspiration: While it’s important that your brand to be unique, you can still draw
inspiration from other businesses that are great on social media. The source of inspiration
can be:
 Social network success stories
 Award-winning accounts and campaigns
 Successful brands on social media.
 Ask your followers
Create a social media content calendar: Sharing great content is essential, of course,
but it’s equally important to have a plan in place for when you’ll share content to get the
maximum impact. Your social media content calendar also needs to account for the time
you’ll spend interacting with the audience.
Your social media content calendar lists the dates and times at which you will publish
types of content on each channel. It’s the perfect place to plan all of your social media
activities (from images and link sharing to blog posts and videos). It includes both your
day-to-day posting and content for social media campaigns. Your calendar ensures your
posts are spaced out appropriately and published at the optimal times.
Make sure your calendar reflects the mission statement you’ve assigned to each social
profile, so that everything you post is working to support your business goals. For
example:
 50 percent of content will drive traffic back to your blog
 25 percent of content will be curated from other sources
 20 percent of content will support enterprise goals (selling, lead generation, etc.)
 5 percent of content will be about HR and company culture
Placing these different post types in your content calendar will help ensure you maintain
the ratio you’ve planned.
Test, evaluate and adjust your strategy: In addition to the analytics within each social
network, you can use different tracking tools to track social visitors as they move through
your website, so you can see exactly which social posts drive the most traffic to your
website.
Once the data starts coming in, use it to re-evaluate your strategy regularly. You can also
use this information to test different posts, campaigns, and strategies against one another.
Constant testing allows you to understand what works and what doesn’t, so you can
refine your strategy in real time. Surveys can also be a great way to find out how well
your strategy is working. Ask your followers, email list, and website visitors whether
you’re meeting their needs and expectations, and what they’d like to see more of. Then
make sure to deliver on what they tell you.
When you update your social strategy, make sure to let everyone on your team know.
That way they can all work together to help your business make the most of your social
media accounts.