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Rory Hope - How to Improve Performance with Audience-First SEO & Content Strategy

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Rory Hope - How to Improve Performance with Audience-First SEO & Content Strategy

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These slides were presented at the Semrush webinar "How to Improve Performance with Audience-First SEO & Content Strategy". Video replay and transcript are available at https://www.semrush.com/webinars/how-to-improve-performance-with-audience-first-seo-and-content-strategy/

These slides were presented at the Semrush webinar "How to Improve Performance with Audience-First SEO & Content Strategy". Video replay and transcript are available at https://www.semrush.com/webinars/how-to-improve-performance-with-audience-first-seo-and-content-strategy/

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Rory Hope - How to Improve Performance with Audience-First SEO & Content Strategy

  1. 1. How to Improve Performance with Audience-first SEO & Content Strategy APRIL 2021
  2. 2. What We Will Cover Listener ● What are the benefits of an audience-first SEO strategy? ● The Keyword & Audience Intelligence Process ● How do I integrate keyword intelligence and audience intelligence research to formulate an audience-first SEO strategy?
  3. 3. What we will cover Listener ● How do I optimise towards an audience-first SEO strategy to improve performance? ● How do I coordinate an audience-first SEO strategy? ● What do I need to start formulating an audience-first SEO strategy?
  4. 4. Audience-first SEO Involves Integrating Search Engine & Social Media Behavioural Data
  5. 5. UK Property Industry Example
  6. 6. What are the Benefits of an Audience-first SEO Strategy?
  7. 7. Benefits of Integrating KW & Audience Intelligence 01. Understand keyword-level ‘search audiences’ by gathering behavioural insights using social consumer segmentation data from audience intelligence research
  8. 8. Benefits of Integrating KW & Audience Intelligence 02. Enhanced keyword-level content strategy and SEO topical modelling informed by integrating keyword intelligence and audience intelligence insights
  9. 9. Benefits of Integrating KW & Audience Intelligence 03. Prospect hyper-relevant influencers and link opportunities at scale efficiently per niche search audience within a keyword segment
  10. 10. Using Google’s Algorithms to Identify Relevant Entities Keyword Intelligence Audience Intelligence Integration
  11. 11. The Keyword and Audience Intelligence Process
  12. 12. Keyword Intelligence Process Keyword Research SEO Gap Analysis Keyword Targeting Strategy
  13. 13. Audience Intelligence Process Audience Intelligence Report Influencer Entity Analysis Audience- first SEO Strategy SEO Gap Analysis Keyword Targeting Strategy
  14. 14. How do I integrate keyword intelligence and audience intelligence research?
  15. 15. Let’s Look at the UK Property Industry
  16. 16. UK Property Portals - Audience Report
  17. 17. So what do I do next? Lack of granular audience insights to formulate digital PR campaigns at a keyword-level (e.g. “Luxury property”, “New homes”, “Commercial”)…
  18. 18. So what do I do next? We need to undertake keyword intelligence first to identify which social profiles to analyse per keyword segment!
  19. 19. 1. Keyword Research Keyword Research SEO Gap Analysis Keyword Targeting Strategy
  20. 20. 1. Keyword Research Keyword Research Keyword Identification Keyword Segmentation Keyword Cleaning
  21. 21. Keyword Identification
  22. 22. Keyword Segmentation Property Type Luxury Property New Homes Houses Penthouses New Builds “Houses for sale” “Penthouses for sale” “New build homes”
  23. 23. 2. SEO Gap Analysis Keyword Research SEO Gap Analysis Keyword Targeting Strategy
  24. 24. 2. SEO Gap Analysis SEO Gap Analysis Competitor Gap Analysis SERP Intent & Template Analysis Keyword Prioritisation
  25. 25. Overlay: Intelligence Report + SEO Gap Analysis Semetrical Audience Intelligence Report Upload ‘SEO Competitors’ to Audience Intelligence Tool Keyword-level ‘Search Audiences’ Identify KW Segment to Audience Overlap SEO Gap Analysis
  26. 26. Competitor SEO Gap Analysis Keyword Research Export Ranking Data (inc. Competitors) Tag Keywords (Segmentation) Get Keyword Rankings Transfer & Format in Excel Pivot Data for Best Performers per Tag SEO Gap Analysis on Best Performers
  27. 27. Use ‘SEO Competitors’ to Inform your Audience Intelligence Research
  28. 28. “Luxury Property” SEO competitors
  29. 29. UK “Luxury Property”- Creating an Audience
  30. 30. UK “Luxury Property” - The Audience
  31. 31. Identify Niche Audiences per Keyword Segment “Luxury Property” keyword segment audience report
  32. 32. Audiense and Influencer Entity “Affinity Scores”
  33. 33. AF-SEO Tool Report Dashboard Example “Luxury Property” - Niche Luxury Property Seekers ‘search audience’
  34. 34. Keyword-level ‘Search Audiences’ “Luxury Property” - Niche Luxury Property Seekers
  35. 35. Keyword-level ‘Search Audiences’ “Luxury Property” & “New Homes” - Residential Estate & Letting Agents
  36. 36. Keyword-level ‘Search Audiences’ “New Homes” - Housing Planning (Construction, Regeneration, Infrastructure & Architects)
  37. 37. Identify Audience to KW Overlap & Differentiation Audience-first Digital Strategy Planner [TEMPLATE] | Semetrical
  38. 38. 3. Keyword Targeting Strategy Keyword Research SEO Gap Analysis Keyword Targeting Strategy
  39. 39. 3. Keyword Targeting Strategy Keyword Targeting Strategy SEO Content Plan Keyword Clustering Backlinks & PR
  40. 40. Overlay: Influencer Entity Analysis + Keyword Targeting Influencer Entity Analysis Keyword Targeting Strategy Social Listening on Top 1 - 5% ‘Influencer Entities’ Content Analysis on Search Audience ‘Influencer Entities’ SEO Topical Modelling Content
  41. 41. Social Listening on Top 1-5% of Entities
  42. 42. Social Listening on Top 1-5% of Entities
  43. 43. Content Ideation for Keyword Audiences Themes: ● Sustainability, Politics, Business & Leadership, Design & Architecture, Insurance & Risk, Property Investment. Title Ideas: ● Political Party Comparisons: Who Has Invested The Most in New Homes & Where? ● How Do New Homes Compare To Older Homes for Sustainability? ● How has COVID-19 Reshaped Property Development Investment?
  44. 44. SEO Pillar Pages “New homes for sale” “Penthouses london” “Commercial property to buy”
  45. 45. SEO Topical Modelling New Homes SEO Hub Page https://www.onthemarket.c om/new-homes/ How Might Gen Z Reshape ‘Real Estate’ in the Next 30 Years? Where are the ‘greenest’ new homes across the UK? Scotland vs. England: Planned New Homes Comparison (Table) How Do New Homes Compare To Older Homes for Sustainability? How has COVID-19 Reshaped Property Development Investment? Circular Economy in Construction: How Many Materials Are Being Reused per New Home? Keyword intelligence: “new homes” Audience intelligence: Residential Estate & Letting Agents Housing Planning (Construction, Regeneration, Infrastructure & Architects) B2C UK Property Portal Audience
  46. 46. SEO Content Plan Audience-first Digital Strategy Planner [TEMPLATE] | Semetrical
  47. 47. 4. Formulate Audience-first SEO Strategy Audience- first SEO Strategy Ongoing Content Analysis per KW-level Search Audience Digital PR Targeting Influencers per KW-level Search Audience Regular Refresh of KW & Audience Intelligence
  48. 48. How do I coordinate an audience-first SEO strategy?
  49. 49. How do I Coordinate an Audience-first SEO Strategy? Audience-first Digital Strategy Planner [TEMPLATE] | Semetrical
  50. 50. What do I need to start formulating an audience-first SEO strategy?
  51. 51. Technology and Tools Required Keyword intelligence research: Audience intelligence & social listening research:
  52. 52. Call Us: 020 3198 9963 Email Us: rh@semetrical.com Follow Us: Facebook.com/semetrical twitter.com/semetrical Get in touch if you have any questions, comments or feedback. GET IN TOUCH ANY QUESTIONS?

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