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/
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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
- 5. UK Property Industry Example
- 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
- 13. Audience Intelligence Process Audience Intelligence Report Influencer Entity Analysis Audience- first SEO Strategy 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
- 28. “Luxury Property” SEO competitors
- 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?