Would you like to increase the conversion rate of your content? How about the click-through rate of your SERP results? Well, Paul Shapiro's got you covered.

A useful variation or extension to the keyword research process is to use social media (Twitter especially) for uncovering the semantics used by your audience - related terminology and conversational tone - to inform your content (anything from titles to meta descriptions to page content).

Paul Shapiro's slide deck from BrightonSEO (and consequent article) regarding semantic keyword research is incredibly useful and serves as a great introduction to the topic. Regarding the social media research specifically (from slide #15), he provides some scientific evidence that shows how echoing language and behaviour can promote positive feedback. It's something we all know or would at least assume, but it's nice to have the evidence on hand.

Take a look!