Why do you need to use keywords on social networks and how to do it

Why do you need to use keywords on social networks and how to do it
Why do you need to use keywords on social networks and how to do it

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Using keywords and SEO elements in social networks

To create SMM strategies or customize advertising campaigns, the audience needs to know very well. To do this, you can borrow a tool from contextual advertising: keywords.

How to use keyword lists in social networks

Lists of popular search queries among your audience will solve several problems:

  • Understanding your audience is useful for the whole team: SMM-manager, copywriter, moderator, who directly communicates with the audience.
  • Search for interesting topics for content.
  • Targeting:
    In the advertising office MyTarget (through it, advertising in Odnoklassniki, VKontakte, My World) is launched, it is possible to target users who have searched for the keywords you specified on social networks or on Mail.ru projects.

Go to the “Audience” section, in the left column, find the “Contextual Advertising” item.


Here you can download a list of requests, and then use it when setting up an advertisement.

To customize ads on VKontakte, keywords are used differently: with the help of the parser, compile a list of people who used these words in their posts. The resulting list of users upload to the advertising office, in the section retargeting.

You can find such users using different tools, there are even free ones.

How to search for keywords

Yandex Wordstat

The most popular method in Runet is a free tool from Yandex.

Search for keywords using Yandex Wordstat

To work with it, you need to log in to your account on Yandex or register.

In the search bar, enter a key query: a word or phrase that is exactly relevant for your audience.
Yandex Wordstat will show statistics per month for your request, as well as for requests, which includes the word or phrase you entered. By the number of hits you can understand how popular this topic is.

In the right column you will find similar queries. They can be successfully used to search for ideas on content creation and a better understanding of how your audience is still looking for the necessary.

Back in Yandex WordState, you can see the seasonality: how the interest in a topic changes throughout the year. In our example, it is clear that the popularity of the request “Evening Dresses” is growing in December and in June: during the New Year’s parties and graduations and weddings.

Analysis of seasonality in Yandex Wordstat

Google Analytics and Yandex Metric

If you already have traffic to the site, use installed analytics systems to search for keywords.
Go to the “Sources” section, “By what keywords come”.

Integrated social network search

Every social network has a built-in search. Sometimes the results of the issue are limited (for example, Facebook shows far from all the materials), and sometimes they are confused (on VKontakte, the search is looking for even some prepositions from the request).

And yet, in this way you can find keywords in social networks. Use search operators for more precise queries.

Google Trends

Google also has a tool for analyzing search queries. In Google trends, you can see statistics on interesting queries or a list of relevant topics.

Google trends will help to understand current topics for social networks.


Popsters analyzes in a couple of clicks the most popular words in the posts of the social network page, and also evaluates the ER (engagement factor) for the most popular words.

To start text referencing:

  1. Upload community link to search.
  2. Click on the “T” button in the upper right corner above the list of posts.Two new graphics will appear on the left: “Words and“ Words / ER ”.

Text analysis in social networking posts, and its impact on involvement


  1. Keywords are useful for working in social networks: they help target your target audience and find topics for content.
  2. For the selection of keywords, use Yandex.Wordstat, Google Trends, site analytics data and Popsters.

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