Keyword analytic systems are very important to your business because it is the terms that people are using to find topics of interest to them. Therefore, you're going to want to use keywords in the development of your website to maximize your search engine optimization. You also want to use them every time you post a video on YouTube or Vimeo, they'll ask you for the keywords. You can also do it for podcasts. Then also when you're going out to Twitter or LinkedIn, to either advertise or talk about curated content you found or content you've created, you will want to use keywords because that is what your target market is searching for. We want to get some key, keyword tools to help you do that. This is KWFinder, which stands for keyword finder, and it's a really great tool, free tool that you can use. One of the things I'm always stressing in the course is that things are constantly changing, so you need to ride the wave. Well, with KWFinder, they were purchased by Mangools, and as a result, they are free and they required no financial information, but you do have to register for them. What you want to do is to go to the registration box, click on it. You're going to put in your email address and your password. That will give you 10 days of free access to the system. You will not be pestered afterwards to sign up. Use your 10 days, plan it out. Write out all the different themes and topics you want to get information on. You can put it in 5-6 of them per day. The nice part is you can download them as Excel type spreadsheets that you can use for your analysis in the future. Gives you great information on pay-per-click, as well as really good information on the demand for all the different terms related to the topics and themes that you're searching on. It is free for 10 days and use it that way. Use your time wisely, you'll get everything done and more. One of the things it says on the front is find long tail keywords. The reason long tail works and if you can find them, those tend to be cheaper for you to purchase in a pay-per-click campaign. It helps you that way, and so all you do is you go up and you put in suggestions. I put in sports marketing, I'm working on that for a client right now, so I click on "Find keywords". What it does is it finds here on the left, keywords that are related to sports marketing. It shows you the volume of those searches day-by-day. It also talks about which ones are sites that are talking about that, so that sometime is very useful. It gives you a huge list of keywords. Now one of the things I like about it is if you sign up for the free account, you can click on Select, you can select whichever ones you want. You can either add them to a list, which means you can do multiple searches for related terms to sports marketing, and add those to a list. Or you can export them by clicking here, either to a clipboard or to a CSV file. The thing I like about that is when you take it over to a CSV file, this would be what you receive. Over here on the right, I have all the different sports marketing tools. I get the search volume and the cost per click, CPC, which is a very key term. How much would it cost me for people to click on there? I also get an idea of how competitive terms are. For example, sports marketing has 10 competitors, whereas sports marketing agencies has 46, which means that the agencies are really competing for the termination result, you see the dollars go up. The same thing is true with sports marketing companies. There are a lot of these I may not want to use. I then get the SEO difficulty in terms of how difficult it is to search for those terms, find those terms. You then have the search volumes that overtime for, so you can see what surging through, and then you can actually calculate, if you want, the total cost. It's a really good tool which gives you a lot of good information very easily on different keywords. I highly recommend the Keyword finder as a tool to use to really begin to understand what's your market is talking about, and how much they're talking about it. Socialert, which is social alert, is a really nice site because it allows you to look for hashtags, keywords, accounts, and even app mentions, to begin to understand where your high-value markets are, and what they're talking about. We'll look at this tool for the different applications that you can use it for to better understand your target market. Socialert is a good, an analytics tool. For free, it's even better if you wanted to pay for it. But I'm going to go through the free version today. If you look at the entry box that is here, you notice I can enter in either check a hashtag, a keyword, an account, or a company, or an app mention, so that I can see how people are using it, and you'll notice it works on both Instagram and Twitter when it's looking for hashtag. What I'm going to do is I'm going to show you the results for hashtag and the keyword because you can use it both ways. Now, when I'm using a hashtag, it has to be one word, so I'm going to look at sportsmarketing. Now, because it takes about a minute to go through and pull, and analyze everything, I've already done it here. This is looking for sportsmarketing as a hashtag. What you see here it's analyzed 500 posts, that's the standard for the free version. You can get more if you wanted to pay for it. It shows you the total reach of it, and the number of impressions over time. It then shows you how that particular term is surging over time looking at it from the two start, finish dates, which you can change if you want. It shows you what countries they're having the conversation in, the top mentions, so you get to see the people, and then it goes through the top keywords. This is called a word cloud, and I like it because it shows you different terms that are being used with regards to sportsmarketing. You can also see recent users that are doing it. You can see if it's a retweet or an original Tweet. You can also go through and see the top URLs. It also gives you the top hashtags people are using. Now, you'll notice there are, when you started talking sportsmarketing, you see things Porsche and Martini, which is a racing firm. You see a lot of racing here. You can go in and refine that. It shows you the keywords that you might want to use. You can also do, in addition to doing the hashtags we could do keywords, and here are the keyword results. You'll see they're a little bit different in terms of the numbers. But it goes through and it's analyzing how people are using the keywords, the countries they're using them in. You can see it's different than what we have, it shows you the percentage in each one of the countries, top mentions. Here are the other related keywords that people are using. Here's the top URL, here are the hashtags they're using, and notice it's different here. Also, here's a top profile keyword. It gives you a lot of information, and you'll want to do this for all the different topics that you want to analyze around the things that your market is talking about on social. It's a good free tool. It also has a huge amount of capabilities if you want to pay for it. I just showed you the free version. Another very useful tool is Google AdWords. Now the way to do that is you can sign up for a free Google AdWord account, and then what you do is you go to the find keywords, the keyword planner. This is it here. What it says is what keywords do you want to find? I'm going to look for digital marketing. I enter that in, and what it gives me are all the different terms that people are using relative to the words digital marketing. It gives you how many searches they have a month. Whether the competition is higher or medium, higher ones are going to cost you more. Here's the low range being paid to the high range. Remember, think of these as daily auctions that are going on, so people will bid more or less depending on their needs for their program. You can go down and you can see all the different keywords in terms of their relevance to your primary term. The nice thing is, I like to see what people are searching for, what are the terms that they're using together, which one of these have low uses, because those are generally cheaper, and just get a feel for it. You can begin to check these off and then go in and use other AdWords to see what's going on. This is a great tool to see if this is the primarily what people are searching for, what are some other terms that I could use? How much will that cost me, and how much do I want to use it in my campaigns? Because when I'm starting to do hero content, I will run to probably advertise them out, using pay-per-click is a way to do it. If you have any questions about these key tools, feel free to contact me at rhlavac@msinetwork, or through Northwestern, or on Twitter or LinkedIn, where I'll be happy to answer questions. Also if you find some great new tools, be sure to let me know. Thank you.