By Paul Yates, managing director and CEO of Getupdated.
With sites like Twitter and Facebook providing real-time updates, real-time search is imperative for companies wanting to understand and react quickly to what people are saying about them, as they say it.
Furthermore, real-time search enables businesses to stay ahead of the competition by keeping up to speed with current trends and, avoid the possibility of being pushed out of the top search rankings.
More than ever, digital marketing is user led, and we need to adapt to online behaviours and formularise SEO strategies that include real-time search as a way of staying visible on the web.
Identify the search terms, trends and key words that are applicable to your company. A hint is to think about what words people use to find your business and the service or products you offer. Include these words, trends and terms in your web content to increase the chances of your business being picked up by search engine spiders, creating a push up the search rankings.
Using trends is a great way to find out what topics are being talked about the most in the real-time. It gives you the chance to keep up to date with current industry trends. You may even use this as an education tool.
Analyse and React
Use real-time search to monitor your online reputation – what are people saying about your brand, product, and consumer service? Use real-time search to see the most up-to-date posts people have written on social networking sites such as Twitter and Facebook.
Manage negative views by tackling them in a transparent and personable way to minimise damage and maintain good relations. Don't be afraid to respond and engage with people.
Research your competition; identify competitor brand awareness, responsiveness to your customer needs, and even glean critical information such as a hint at a new product launch or appointment.
Use real-time search as a way of generating positive company or product reviews. Peer to peer influence is king on the net, so be aware of managing negative coverage and promoting positives to influence buying choices. You can use social bookmarking sites such as Digg to accelerate positive news.
Social media cannot be ignored, particularly if you want to be at the top of your game and stay ahead of competition.
Incorporating real-time search into your internet marketing strategy means that you can monitor your brand reputation, advertise and create relationships, all at once.
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