Keywords: Broad v. Exact Matches
Hello to all, and welcome to another session of Social Studio Training in 5 minutes or less, however, today may take a few minutes longer! Today we will be discussing keywords. I know that we have covered this topic before, but, I wanted to take a few minutes of your day to explain more specifically how Social Studio utilizes keywords.
Google, has trained us to be able to put anything in the search bar, and have millions of results populate in seconds. Google uses broad keyword matching.
Broad match definition: a keyword match type that search engines use to determine what to return for when a user searches that phrase. This can include similar phrases, singular or plural forms, misspellings, synonyms, related searches, and other relevant variations.
It's called "broad" because it allows the search to match the widest range of possible keyword searches that are still somewhat related to your original keyword.
Let’s see an example: let’s go to google.com and type in ‘continuous blood monitoring.’ As you will see, multiple results populate that include keywords that are similar and relevant to our initial search. ‘Continuous Glucose Monitoring System’ by Freestyle Libre pops up, as well as CGM, and Dexcom’s ‘Continuous Glucose Monitoring.’
Social Studio applies keywords completely different. The platform use exact keyword matching.
Exact match definition: a keyword match type that search engines use to return exactly what the user has entered into the query.
Let’s use the same example from above: go back to google.com and this time add quotes around the keywords. As you will see, the result are vastly different. The quotations told the search engine to only return results that match the keyword search verbatim.
When keywords are entered into Social Studio, the platform sends what we call ‘crawlers’ out to find the content, and return it for data analysis. It only uses exact keyword matching. If we enter in keywords, or keyword phrases, the results populated will greatly decrease. Why is that?
The reasoning is because most online users have multiple spelling and grammatical errors in their content. Also, they type using shorthand, slang, or even jargon. Simply put, they don’t speak ‘medically’ like we do. So by searching the DOC online content by professional standards, we will not get very far. Instead, we have to know which filters to apply to get the desired results.
But first, let me show you an example of how to organize your keywords/ keyword phrases into exact match compatibility.
- First, I am going to pull up an ‘excel doc’ of keywords and phrases that were submitted to me.
- Next, I am going to simply alphabetize them to see if I can begin to notice similar words which will then tell me what my unique keywords are to enter into Social Studio.
- In the ‘Data Tab,’ we are going highlight Column B and place a filter on it.
- Add a new tab at the bottom of your spreadsheet for you new organized data. I’ll label mine ‘Exact Match Compatibility.’
- From here, let’s use the filtering process by pulling out the unique keywords.
- Use the drop down arrow and type in your first similar word. I’ll choose ‘Glucosa.’
- Copy and Paste results into your newly created tab, then delete from original list.
- I’ll repeat this step but search the word, ‘Diabeticos.’ Copy, paste, and delete.
- Tip- keep returning to your original list and re-alphabetize to see similar keywords.
Soon, you original list will be deleted and you’ll have your unique keywords in row 1 of your new tab, and the corresponding phrases in the columns below.
All of this work- for what?
I go through this process with every keyword list I receive and if there is a unique keyword that is not entered into Social Studio, I do it immediately.
So what about the phrases we want to monitor, how do you go about finding those in Social Studio?
Let’s log into Social Studio and I’ll demonstrate how to use filters.
- Go to your dashboard, and click on the drop down arrow. Scroll to ‘Keywords.’ I am going to enter in the phrase ‘sintomas de hiperglucemia.’
- No results- why? Because Social Studio acts as an exact keyword match and the DOC does not post their content using medical phrasing.
- So let’s try again. Delete your keyword and type in ‘hiperglucemia.’ You’ll see that 122 posts were returned. That is a very manageable amount to sift through understand what the DOC is trying to communicate.
Don’t have time to go through the post, then use the Top Words tool on the dashboard and explore the top 50 words that are being generated from the 122 posts. Hiperglucemia should be the biggest word, as that is the keyword we entered into the filtering tool.
And there you have it!
If you have any questions regarding broad and exact matching, as well as keyword searches and filters, please feel free to reach out to me via support ticket, or directly at jessica.leachman@contractors.roche.com.
Thanks, and I’ll see you next time!