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First off, Happy Halloween! I hope you have an awesome costume planned. Are you going scary or funny? I personally like ironic, funny costumes because I’m easily terrified and not afraid to admit it.
As small business marketers, there are a lot of things that scare us. We’re afraid that no one will ever read or share our amazing content. We’re afraid that our calls to action aren’t converting as many visitors to customers as they should be. We’re really afraid that we’re using the wrong keywords to optimize our website copy with.
There are a lot of spooky buzzwords being tossed around in the internet marketing community. These buzzwords send chills up and down our spines. They may sound scary, but it’s the threat of the unknown that’s most frightening. As marketers, knowledge is power. The more we know, the easier it is for us to do our jobs, and do them well.
Today I’m going to explain three of these spooky buzzwords, and why you shouldn’t be so scared of them.
1. Encrypted Keywords
Whenever I hear the word “encrypt,” I always think about that gross, rotting corpse of a TV show host, the Crypt Keeper. Remember that dude? He was freaky looking.
This buzzword doesn’t have anything to do with keeping your keywords somewhere beneath the church from a Dan Brown novel. It’s referring to Google’s decision to stop providing third-party keyword tools with organic search data. This means that you won’t be able to use your favorite keyword tools to find out what your visitors are searching for to find your website. You won’t even be able to use Google’s trusty keyword tool anymore unless you have an AdWords account with them.
The good news is there is a way to use Google Webmaster Tools to find your cumulative keyword data, or all of the keywords that any page on your entire website has ever ranked for (even if no one clicked on your listing and visited your website). This includes way more keywords and gives you a more complete picture of the keyword authority that you’ve earned in Google’s eyes. This is way more valuable than individual visitor keyword data.
Once you have your cumulative keyword data, you can add it to your BoostSuite account so you won’t have to pump the brakes on your content marketing strategy worrying about encrypted keywords.
Here’s another buzzword that puts an image in my head of a lonely old man who’s a cemetery caretaker, walking through the rows of graves on a dark, chilly Fall night, with only an old lantern lighting his way. He’s completely oblivious of what may be lurking in the shadows just a few feet away.
Even though that’s way off from what the word actually means, it still sounds a little spooky. In fact, a curator, in the sense of a content curator, is a web user who ingests, analyzes and contextualizes content onto a platform or into a format the mainstream can understand.
Put it this way, if you’re on Tumblr or Twitter, you’re a curator. If you’re a small business marketer who reads an article, then writes a rebuttal article imparting your expertise to contradict and disprove the original article, congrats, you’re a curator too.
Curating content is a great way to get ideas for your blog posts via organic search. You are blogging on a weekly basis, right? (cue creepy music)
I know, this one isn’t really Halloween themed. But, this buzzword can still be more frightening to bachelors and men in relationships considering “dropping the question” to their girlfriends than the previous two I’ve mentioned! :)
From my own personal experience, getting engaged was a bit scary. Not because I was second guessing my decision, but because I had planned an over-the-top proposal with a bunch of moving parts that luckily, all fell into place at the right times, resulting in one of the happiest moments of my life.
Engagement, from a small business marketing perspective, is online consumer actions, including likes, shares, and comments. We often create engagement strategies in our content marketing campaigns to foster relationships with our communities (very similar to a real engagement). Engaging your audience is a must if you plan on having a successful content marketing campaign.
That Wasn’t So Scary, Was It?
You can uncover your eyes now. The worst is over!
Small business marketers don’t need to be afraid of these buzzwords that go bump in the night. They’re really not that scary now that we know what they mean and how to leverage them in our marketing campaigns.
Encrypted keywords doesn’t mean the death of keyword research and SEO. Curators are continually repurposing content to offer valuable insights, and more small business marketers are focusing on engagement to bolster their online communities and spread the word about their products and services.
Do you know of any other spooky marketing buzzwords that small businesses are afraid of? Let’s hear them in the comments!
About the Author
Ryan Kettler is Director of Communications for BoostSuite. Ryan is an internet marketing zealot, sports fanatic, devoted runner, avid golfer, beer connoisseur, and live music enthusiast. When he’s not helping BoostSuite customers he can be found running 5ks, sampling IPAs, and cheering on his North Carolina State Wolfpack.
Image via Flickr