As we explained, "Inbound Marketers Could Benefit From Google's Hidden Keywords," marketers are scrambling to figure out how to move forward from Google’s supression of keywords. As of November 13, nearly 80% of all keywords associated with Google Search were "Not Provided" to Web publishers.
Despite the fact that Bing and Yahoo still provide keyword data, together they currently control just about 30% of the online search market. As a result, many marketers who relied heavily on the keyword data for their inbound marketing campaigns are feeling left in the dark.
But there's a hidden benefit to this many are not considering. By not focusing so heavily on keyword data, inbound marketers are forced to focus on what matters most: providing highly valuable content tailored to their ideal customer prospect, or buyer persona. It may take a little extra thinking, creativity, research, and some good old-fashioned trial and error – but coming out of this guns blazing is a surefire way to prove that you really are a marketing pro.
To get you started, we have a little marketing trick to help you quickly find the best keyword phrases for your online marketing campaign.
You have already seen Google's Auto Complete (or Auto Suggest) feature. That's the phrase that pops up underneath the search bar and predicts what users want before they've even finished their request.
So, go ahead and type in phrases related to your products and services using phrases such as "best" or "how to" or "how can I" and see what Google's AutoComplete feature says are the most common and most-used keyword phrases.
Here is a screen shot of what this would look like for a credit union marketing campaign:
Bingo! Google has done all the work for you!
See all the great things you could blog about? Any one of these phrases would be a great blog post title! And these are the most popular searches overall! What a great opportunity to reach your ideal target customer!
Now go ahead and get even more search results with similar phrases such as: why credit unions, credit unions how, best credit unions, etc.
Use these suggestions in the headline of your next blog post, subheads, anchor text and content and you'll be helping your readers by giving them the information they need most!
With this very simple work-around, inbound marketers can still discover the words and phrases people are using to find the best content. Focus on what people need and want most (price lists, comparison reviews, product features and services, how-to guides, instructions, etc. and you'll see growth in your traffic.
Note: Keep in mind results are based on the most common keywords and phrases for a particular geographic region and language, as well as your own personal browsing history. A person searching for something in Boston will see different results than a person searching from San Diego. So be sure to use "Private Browsing" or an "Anonymous Browsing Window" for the most accurate results. If you don't know what these are, leave a Comment below and we explain further with links to resources.
But overall, Google's Auto Complete feature is a great way for inbound marketers to discover the best keywords and still continue to develop the most useful content, even without the intelligence of Google's keyword data.
Do you have a marketing hack or loophole around the Google Not Provided count? aka the encryption of keyword data? We’d love to hear it! Let us know in the Comment section below.
MIT's Technology Review reports Tweets have become shorter since 2009 and some scientists say it may be proof that Twitter is changing how we communicate.
Between November 2009 and December 2012, researchers Alis and Lim say the median utterance length in words decreased from 8 words to 5 words.
This shortening is a global phenomenon which is true for the dataset as a whole, for tweets in English alone and even when all the links are removed from the dataset. The shorter Tweets indicate more use of jargon, researchers said.
Burt Lum, Executive Director at Hawaii Open Data and host of Bytemarks Cafe thinks shorter Tweets may be due to changes in the way people are using Twitter. "I think people are relying more on their links. I sent out a tweet today without any link or added media and it felt empty."
In looking at a subset of 800,000 tweets, researchers found a clear geographical trend: “Southeastern and eastern US states tend to have shorter utterance lengths,” researchers Alis and Lim say. Just why this is the case isn’t clear.
The only variable that correlated strongly with shorter utterances was the African-American population percentage. Why this should be isn’t clear but Alis and Lim point out that there is evidence that the black population uses Twitter significantly more than other groups and that jargon may be more common in this group. Of course, it's important to remember correlation does not imply causation.
Since 2009 the number of automated tools that post to Twitter have increased. These tools often shrink content. Others just post URLs:
Some marketers use a script that can automatically scan a page of website content for sentences that will fit within Twitter's 140 character limit.
Meanwhile, users may be just be more comfortable and better at using Twitter shorthand in 2013 compared to 2009. For example, leaving out vowels and unnecessary words.
Do you think Twitter is changing how we communicate? Please share your thoughts below.
by Laura Kinoshita
The following is a guest post from Adam Penenberg about the information that others can learn about you from what you share online. As inbound marketers and social media consultants our personally identifiable information is exposed in ways that make this relevant.
So, In honor of Halloween, I present to you one of the more frightening articles of the season:
If you enjoyed this, you may also enjoy my other scary article:
(provided by Laura Kinoshita)
All Google keyword data will soon be encrypted or "Not Provided" to online marketers with the exception of advertising clicks on keyword ads. That means keyword data marketers used to rely on for search optimization will now be listed as “Not Provided” – ouch!
Why Are Google Keywords 'Not Provided'?
No one knows for sure, but back in 2011 Google added more privacy protections and began blocking search history from those logged into their Google account. More recently, Google extended this privacy and keyword data protection to all searches made within the Chrome, Safari and Firefox browser search bars.
Now, any search that goes through Google is encrypted and will not be passed through to various analytic tools. The only exception is that advertisers will continue to see keyword data associated with clicks on their Google Ads.
Why Is Google Encrypting Keywords?
Some are speculating this may be Google's way of preventing federal and international agencies (such as the NSA) from spying on private citizens. Others speculate these privacy protections are in response to Facebook's ($FB) criticism of Google's privacy policies. By encrypting keyword data, Google is increasing privacy protection for users and arguably the value of the company ($GOOG).
Remember, Google was referenced heavily by the U.S. National Security Agency as a provider of data included in the PRISM surveillance program, according to secret documents released by Edward Snowden in June of 2013. Google denies any participation in the PRISM program, but the suppression of keyword data could be an added layer of protection. The move to encrypt keyword data could also be an attempt to ease the pressure they’ve been feeling from other search engines, such as Duck Duck Go, a company founded on the promise of "a secure and anonymous search" for their users.
Another reason for the move could be to generate more revenue. Google makes most of its money from advertisers, and recently blew the lid off its Q2 earnings. This policy shift may be a strategy to push marketers towards Google Adwords, where they can see the keyword data.
Finally, Google may be supressing keyword data as a way to fend off keyword clutter. Google processes more than 25,000 terabytes of data (25 petabytes) every day. Perhaps this is an attempt to improve the Google user experience.
How Much Longer Will Marketers Have Keyword Data?
Most analysts expect Google’s “Not Provided” count to reach 100% on or around November 30, 2013. Marketers have already seen an increase in the “Not Provided” section of their analytics reports. The change is rolling out across the U.S. first, and then moving to other countries worldwide.
What Can Inbound Marketers Do?
Don’t panic! This could actually be a positive thing for Inbound Marketers. Why? Because without keyword data you will need to focus even more heavily on doing what we know works best – creating extraordinary value for your users. Users will continue to search for solutions to their problems, and as long as your content continues to solve problems for your ideal customer prospects, they will continue to find you.
This could even be a good thing, as this will deter less ethical marketers from "spamming" the Web and generating lots of content clutter. That means quality content will have an easier time rising to the top!
Without the distraction of keyword clutter, search engines will have an easier time giving Web users what they want -- solutions to their problems.
Just stay focused on what your ideal inbound customer avatar needs from you and what your value to the marketplace really is. Pay attention to how your users interact with your site, and create content the closely aligns to the purchase process. You will find your marketing analytics in other places.
Embrace the next phase of inbound marketing and use it to your advantage now, before others figure it out!
While others are scrambling to figure out how to work in the dark, you can be focused on topics of most interest to your customers.
- by Laura Kinoshita
The folks at Hawaii Tech Events are bringing the Honolulu Social Media Summit, October 25 and 26, to the Neal Blaisdell Center from 9am to 4pm.
Panel sessions will feature Hawaii’s top social media experts:
Social Media Summit Day 1:
Social Media Summit Day 2:
*These panels will include Kinoshita Communications' founder and president Laura Kinoshita
Other featured social media speakers include:
• Peter Shankman: “Being Sociable-Why Posting & Tweeting is Nowhere Near Enough”
• Nick Unsworth: “How to Build Authority and Attract Ideal Clients Using Facebook Marketing”
• Adam Singer: “Social Media Analytics”
• Yan Budman: “Crowd Source Funding”
• Elijah Yip: “Technically Legal: A primer of Social Networking and the Law”
• John Chamberlin: “Social Media-Is it About You or Them?”
• Poni & Andrew Askew: “Building a Mobile Food Community”
• Sue Kunimune: “ Beyond LinkedIn 101-Building and Expanding Your Reach”
Tickets to the 2013 Social Media Summit are available here
• Hawaii Social Media Summit October 25-26, 2013; 9:00am- 4:00pm
• $200/ticket (2 Day Pass)
• Hawaii Social Media Expo October 25-26, 2013; 10:00am-3:00pm.
(Expo is free and open to the public)
-By Laura Kinoshita
Social Media Strategist and Marketer Ali Catalano has joined Hawaii-based marketing and PR firm as account coordinator. Ali will be responsible for developing and implementing inbound marketing campaigns for clients, as well as social media management and development.
Kinoshita Communications is Hawaii’s award-winning inbound marketing agency, offering hybrid marketing, PR, social media management, SEO services and pay-per-click advertising to small businesses.
Previously, Ali worked as an editorial PR and social media intern at Wayfair.com in Boston. She also runs her own social media management company, Map Media, working with clients on a freelance basis.
Ali will be working on inbound marketing projects for Hawaii Resort Homes, Alzheimer’s Care Consultants, Brilliant Studios and more.
Ali holds a bachelor of arts in communication and writing from the University of Tampa. She is HubSpot Inbound Marketing Certified and will work directly with clients in expanding social media presence by creating and sharing stellar content to reach each client’s target audience.
Kinoshita Communications recently became the inbound marketing consultant for one of the top destination wedding photographers in the Caribbean, located in the Turks and Caicos Islands. The agency also works with clients headquartered in Miami, Boston and Southern California.
Ali will be based out of Kailua-Kona, working closely with clients in West Hawaii. Kinoshita Communications has offices in Honolulu, Kailua-Kona and Kamuela to provide marketing services statewide and beyond.
Since 2007 Kinoshita Communications has been providing award-winning marketing solutions to small businesses. The agency, an SBA Award Winner, specializes in helping turn website traffic into more new business leads and sales. For a complimentary inbound marketing assessment contact the team at: http://kinoshita-communications.com.
A-B-C is as easy as 1-2-3, but Inbound Marketing can be a bit less elementary. But don’t worry! With the help of our partner HubSpot, we're offering you the "ABCs of Inbound Marketing", a collaborative eBook designed to teach you the fundamentals of Inbound.
From "Blog" to "Workflow", you'll learn about 27 different topics and how each is an integral piece of Inbound Marketing.
A different Marketing Professional wrote each section, so every page provides a unique spin. Exciting, huh? We wrote section "C" for Conversion Path so check it out!
Get it, read it and love it (even if you're just curious what the heck we came up for the letters Q, X and Z).
It’s just in time for the new school year!
Jillyn Dillon has joined Kinoshita Communications as account supervisor. Jillyn will be responsible for developing and implementing inbound marketing campaigns for clients and overseeing Web design, programming and development for the agency's eight clients.
Previously, Jillyn served as a senior competitive intelligence analyst for Northrop Grumman in Washington, DC. There, she specialized in analysis and market expansion strategy for the Asia and Asia-Pacific regions with an emphasis in Korea, India, Australia and Malaysia. Jillyn is working on inbound marketing projects for Brilliant Studios, Hawaii Resort Homes and providing CSS and Web programming support to Payday Workforce Solutions.
Jillyn holds a Bachelor of Science in information systems and an MBA in marketing and finance from the University of Southern Mississippi. She is HubSpot Inbound Marketing Certified and will be helping clients attract strangers, convert visitors, close leads and delight their customers.
Dillon’s appointment comes as Kinoshita Communications LLC expands to provide on-site services from Honolulu. Agency principal Laura Kinoshita was in Honolulu to teach the Online Reviews and Recommendations Course at Pacific New Media (UH Manoa Outreach College) and was also a featured speaker at the August Social Media Club Hawaii Chapter's event "Small Budget: Big Results."
Is your online reputation where it should be? What do your customers see when they search for your name? Would you like to know what to do when your business receives a bad review?
I will be teaching at UH Manoa Outreach College on Saturday, August 10th starting at 9am. In three hours I will teach you what you need to know.
Your Online Reputation Matters! Learn how to use TripAdvisor & Yelp to increase referrals to your business.
You’ll learn the most effective ways to ask for customer reviews and how to use editorial content and special offers to enhance your listing. We’ll go over free and paid listings, ninja marketing tips for improving your scores, discuss the importance of getting to know Hawaii’s top destination experts and how to follow the important Rules of Engagement.
When: Saturday, August 10, 2013
Where: UH Manoa, 2500 Dole Street, Honolulu, HI 96822
Time: 9am to Noon
Room: Krauss Hall 12
About Your Instructor:
Laura Kinoshita is an award-winning social media strategist with 15 years experience in marketing and public relations. In 2012 she won the PRSA Koa Anvil Award for a campaign that generated more than 20 genuine 5-star customer reviews and a 10% increase in bookings in less than six months. Laura has successfully worked with retail shopping centers and restaurants to turn digital communities into real-world customers. She was voted as one of Hawaii's Top 15 most influential people on social media at the 2012 Social Media Awards. Need Distance Learning?
Leave a comment below and I will tell you about your distance learning options. Or message me on Twitter @lkinoshita.
Social media is an invaluable tool when it comes to policing and the Honolulu Police Department has just been ranked as one of the top departments in the nation.
An independent assessment by MPHProgramsList.com ranked HPD 13 out of 50 in a list of "Most Social Media Friendly Police Departments"
The recognition comes after a survey of 600 citizens found that 70% had a Facebook profile and said they wanted to receive updates from the Honolulu Police Department.
Kinoshita Communications is an award-winning, public relations and social media strategy firm, led by Laura K. Kinoshita, a 20-year veteran of public relations and 12-year resident of the Hawaiian Islands.
Prior to working with Honolulu Police Department, Kinoshita Communications provided an overview of social media in law enforcement for the Hawaii State Law Enforcement Officers Association (HSLEOA) in 2011:
The Honolulu Police Department hired Kinoshita Communications LLC following a competitive bidding process for online community engagement services several months later.
Multiple meetings then took place with HPD division heads, internal stakeholders and community residents to ensure a research-based approach in developing an online community engagement strategy.
The Honolulu Police Department was recently featured in a television newscast following the successful use of social media during a partial evacuation of Waikiki resulting from a suspicious package left at a popular shopping center:
Hawaii News Now - KGMB and KHNL
In working with the Honolulu Police Department, Kinoshita Communications helped the department kick off its first year as a Virtual Unit and provided training in the following areas:
- Understanding Social Media and Its Impact on Culture
- Developing a Social Media Policy for Law Enforcement
- Impacts of Social Media in Law Enforcement: Protecting Officer and Career Safety while Serving the Public
- Mitigating Risks of Social Media: Safety Measures and Privacy
- Duties of a Social Media Liaison
- Fundamentals of Twitter for Law Enforcement
- Facebook Fundamentals
- Advanced Strategies for Facebook
- Time-Saving Tools
- Setting Goals: Measurement and Analytics
- Live Web Introductions to Fellow Officers Using Social Media
Case studies, research and ongoing consulting helped extend and reinforce the training curriculum.
Benefits of Social Media in Law Enforcement:
Thousands of citizens now receive HPD Twitter alerts or updates in their Facebook timeline. Posts consist of public safety concerns and requests from the public to help solve crimes, as well as other policing information.
Tips received via social media have helped the police identify eight suspects and have directly led to citizen arrests. Road hazards, evacuation routes and warnings about suspicious activities also help keep the community informed and safe.
Online sites like Facebook and Twitter are dramatically expanding the department's reach, allowing for faster problem solving, better investigation of crimes and stronger community relationships.
To learn what social media can do for your organization, contact us today.