Social Opportunities

“Social Opportunities” is a tool designed to help you identify those keywords specific to your industry that not only drive traffic to your site, but are also valuable to your social media presence. More specifically, it allows you to discover which keywords are generating Top10 ranked results in Google SERPs from social platforms such as Facebook, Instagram, YouTube or Pinterest, in addition to traditional sites.

“Opportunities” are identified through a competitor analysis of the project site you are working on: this can be fully automatic (if you have not added any competitors in the project settings) or somewhat guided (if you have manually entered known competitors, also shown in the table above). In the latter case, the data will be much more accurate and relevant to the scope of your site’s activity, reducing the possibility of finding “false positives” (such as only partial competitors, which therefore also lead to the inclusion of off-target keywords for your interests).

In the general table of the tool you will see a range of useful information such as the social platform or UGC that has a top 10 result for the keyword, global and specific traffic volume for the social result, search intent identified by Google, seasonality of searches, and Keyword Opportunity and Keyword Difficulty values. Using the left column, on the other hand, you can filter the analysis by the type of social media or UGC site you are most interested in, so you can focus on a specific channel or content type.

This information gives you valuable insights for a more effective multichannel content strategy: thanks to “Social Opportunities,” you have the opportunity to expand your output by leveraging social platforms that Google considers relevant to your keywords. This will allow you to diversify your content, focusing on multimedia formats that can increase your visibility and intercept a wider audience. At the same time, you can strengthen your presence on keywords and increase your organic visibility by investing in the creation of multimedia as well as text content geared toward the social media favored by Google.