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How to Improve
Performance with
Audience-first SEO &
Content Strategy
APRIL 2021
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?
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?
Audience-first SEO Involves Integrating
Search Engine & Social Media Behavioural
Data
UK Property Industry Example
What are the Benefits of
an Audience-first SEO
Strategy?
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
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
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
Using Google’s Algorithms to Identify
Relevant Entities
Keyword
Intelligence
Audience
Intelligence
Integration
The Keyword and
Audience Intelligence
Process
Keyword Intelligence Process
Keyword
Research
SEO Gap
Analysis
Keyword
Targeting
Strategy
Audience Intelligence Process
Audience
Intelligence
Report
Influencer
Entity
Analysis
Audience-
first SEO
Strategy
SEO Gap Analysis
Keyword Targeting
Strategy
How do I integrate
keyword intelligence and
audience intelligence
research?
Let’s Look at the UK Property Industry
UK Property Portals - Audience Report
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”)…
So what do I do next?
We need to undertake
keyword intelligence first
to identify which social
profiles to analyse per
keyword segment!
1. Keyword Research
Keyword
Research
SEO Gap
Analysis
Keyword
Targeting
Strategy
1. Keyword Research
Keyword
Research
Keyword Identification
Keyword Segmentation
Keyword Cleaning
Keyword Identification
Keyword Segmentation
Property Type Luxury Property New Homes
Houses Penthouses New Builds
“Houses for sale”
“Penthouses for
sale”
“New build homes”
2. SEO Gap Analysis
Keyword
Research
SEO Gap
Analysis
Keyword
Targeting
Strategy
2. SEO Gap Analysis
SEO Gap
Analysis
Competitor Gap Analysis
SERP Intent & Template Analysis
Keyword Prioritisation
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
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
Use ‘SEO Competitors’ to Inform your
Audience Intelligence Research
“Luxury Property” SEO competitors
UK “Luxury Property”- Creating an Audience
UK “Luxury Property” - The Audience
Identify Niche Audiences per Keyword
Segment
“Luxury Property” keyword segment audience report
Audiense and Influencer Entity “Affinity
Scores”
AF-SEO Tool Report Dashboard Example
“Luxury Property” - Niche Luxury Property Seekers ‘search audience’
Keyword-level ‘Search Audiences’
“Luxury Property” - Niche Luxury Property Seekers
Keyword-level ‘Search Audiences’
“Luxury Property” & “New Homes” - Residential Estate & Letting Agents
Keyword-level ‘Search Audiences’
“New Homes” - Housing Planning (Construction, Regeneration, Infrastructure & Architects)
Identify Audience to KW Overlap &
Differentiation
Audience-first Digital
Strategy Planner
[TEMPLATE] | Semetrical
3. Keyword Targeting Strategy
Keyword
Research
SEO Gap
Analysis
Keyword
Targeting
Strategy
3. Keyword Targeting Strategy
Keyword
Targeting
Strategy
SEO Content Plan
Keyword Clustering
Backlinks & PR
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
Social Listening on Top 1-5% of Entities
Social Listening on Top 1-5% of Entities
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?
SEO Pillar Pages
“New homes for sale” “Penthouses london” “Commercial property to buy”
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
SEO Content Plan
Audience-first Digital Strategy Planner [TEMPLATE] | Semetrical
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
How do I coordinate an
audience-first SEO
strategy?
How do I Coordinate an Audience-first
SEO Strategy? Audience-first Digital Strategy Planner [TEMPLATE] | Semetrical
What do I need to start
formulating an
audience-first SEO
strategy?
Technology and Tools Required
Keyword intelligence research:
Audience intelligence & social
listening research:
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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Rory Hope - How to Improve Performance with Audience-First SEO & Content Strategy

  • 1. How to Improve Performance with Audience-first SEO & Content Strategy APRIL 2021
  • 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. 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. Audience-first SEO Involves Integrating Search Engine & Social Media Behavioural Data
  • 6. What are the Benefits of an Audience-first SEO Strategy?
  • 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. 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. 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. Using Google’s Algorithms to Identify Relevant Entities Keyword Intelligence Audience Intelligence Integration
  • 11. The Keyword and Audience Intelligence Process
  • 12. Keyword Intelligence Process Keyword Research SEO Gap Analysis Keyword Targeting Strategy
  • 14. How do I integrate keyword intelligence and audience intelligence research?
  • 15. Let’s Look at the UK Property Industry
  • 16. UK Property Portals - Audience Report
  • 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. So what do I do next? We need to undertake keyword intelligence first to identify which social profiles to analyse per keyword segment!
  • 19. 1. Keyword Research Keyword Research SEO Gap Analysis Keyword Targeting Strategy
  • 20. 1. Keyword Research Keyword Research Keyword Identification Keyword Segmentation Keyword Cleaning
  • 22. Keyword Segmentation Property Type Luxury Property New Homes Houses Penthouses New Builds “Houses for sale” “Penthouses for sale” “New build homes”
  • 23. 2. SEO Gap Analysis Keyword Research SEO Gap Analysis Keyword Targeting Strategy
  • 24. 2. SEO Gap Analysis SEO Gap Analysis Competitor Gap Analysis SERP Intent & Template Analysis Keyword Prioritisation
  • 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. 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. Use ‘SEO Competitors’ to Inform your Audience Intelligence Research
  • 29. UK “Luxury Property”- Creating an Audience
  • 30. UK “Luxury Property” - The Audience
  • 31. Identify Niche Audiences per Keyword Segment “Luxury Property” keyword segment audience report
  • 32. Audiense and Influencer Entity “Affinity Scores”
  • 33. AF-SEO Tool Report Dashboard Example “Luxury Property” - Niche Luxury Property Seekers ‘search audience’
  • 34. Keyword-level ‘Search Audiences’ “Luxury Property” - Niche Luxury Property Seekers
  • 35. Keyword-level ‘Search Audiences’ “Luxury Property” & “New Homes” - Residential Estate & Letting Agents
  • 36. Keyword-level ‘Search Audiences’ “New Homes” - Housing Planning (Construction, Regeneration, Infrastructure & Architects)
  • 37. Identify Audience to KW Overlap & Differentiation Audience-first Digital Strategy Planner [TEMPLATE] | Semetrical
  • 38. 3. Keyword Targeting Strategy Keyword Research SEO Gap Analysis Keyword Targeting Strategy
  • 39. 3. Keyword Targeting Strategy Keyword Targeting Strategy SEO Content Plan Keyword Clustering Backlinks & PR
  • 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. Social Listening on Top 1-5% of Entities
  • 42. Social Listening on Top 1-5% of Entities
  • 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. SEO Pillar Pages “New homes for sale” “Penthouses london” “Commercial property to buy”
  • 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. SEO Content Plan Audience-first Digital Strategy Planner [TEMPLATE] | Semetrical
  • 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. How do I coordinate an audience-first SEO strategy?
  • 49. How do I Coordinate an Audience-first SEO Strategy? Audience-first Digital Strategy Planner [TEMPLATE] | Semetrical
  • 50. What do I need to start formulating an audience-first SEO strategy?
  • 51. Technology and Tools Required Keyword intelligence research: Audience intelligence & social listening research:
  • 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?