Rory will share details about how SEOs can integrate different data sources to develop SEO personas at a keyword level which help to enhance the effectiveness of an SEO strategy. Learn how to use emerging audience intelligence technologies, Google Analytics, CRM, web monitoring and social listening tools to improve and modernise your approach to SEO, content marketing and digital PR.

1. slideshare.net/roryhope
@roryhope
Audience Intelligence &
SEO: How To Integrate
Data Sources To Develop
SEO Personas
Rory Hope | Remote

2. My experience
driving SEO &
Inbound
Marketing for
some leading B2B
& SaaS brands.
2
Audience Intelligence & SEO: How To Integrate Data Sources To Develop SEO Personas
Rory Hope
Inbound Marketing Manager
Remote
@roryhope

3. 3
Survey of SEOs
40% struggle to deliver consistent
high quality content
@roryhope

4. 4
Survey of SEOs
88% would like to speed up link
prospecting
@roryhope

5. 5
Survey of SEOs
63% say keyword data doesn’t
provide information into interests and
behaviours of target audience
@roryhope

6. 6
Survey of SEOs
Only 16% of SEOs incorporate social
media data into their SEO strategy
@roryhope

7. What Will We Cover?
1. What are SEO personas and why
are they important?
@roryhope

8. What Will We Cover?
2. How can you develop SEO
personas by integrating data
sources?
@roryhope

9. What Will We Cover?
3. How can you use SEO personas
to improve your SEO strategy?
@roryhope

10. 1
0
What Are SEO Personas?
User & reader
audience
segments
@roryhope

11. 1
1
What Are SEO Personas?
Built via integrating
multiple data
sources
@roryhope

12. 1
2
What Are SEO Personas?
Multiple SEO
personas per
keyword segment
@roryhope

13. Why Are SEO Personas
Important?
@roryhope
Informs content
topics, style, tone
& pain points

14. Why Are SEO Personas
Important?
@roryhope
Identify influences
& interests for
Influence (-r)
Marketing & SEO

15. Why Are SEO Personas
Important?
@roryhope
Link acquisition at
scale per KW segment
with Digital PR
campaigns

16. 1
6
Learn more here >
Use case: Remote’s SEO
& Inbound Marketing

17. Integrate
multiple
data
sources.
1
7
Keyword Intelligence
Search Landscape
Audience Intelligence
Social Listening
Web Monitoring
CRM
How To Develop SEO
Personas?
@roryhope

18. 1
8
The Data Sources
@roryhope

19. 1
9
Keyword & Audience
Intelligence Integration
Keyword
Intelligence
Audience
Intelligence
@roryhope

20. 2
0
Keyword
Research
Search
Landscape
Analysis Keyword
Targeting
Strategy
@roryhope
Keyword Intelligence Process

21. 2
1
KW & Audience Intelligence
Integration Process
Audience
Intelligence
Report
Influencer
Entity
Analysis
Audience-
first SEO
Strategy
Search Landscape
Analysis
Keyword Targeting
Strategy
@roryhope

22. 2
2
Keyword Research
Keyword
Research
Search
Landscape
Analysis
Keyword
Targeting
Strategy
@roryhope

23. 2
3
Keyword Research
Identification)
@roryhope

24. 2
4
Keyword Research
Segmentation)
Global Payroll Global Contractors Global Benefits
+ Transactional:
Solutions
+ Informational:
Maternity Leave
“Global payroll
solutions”
“Maternity leave
Portugal”
+ Informational:
Tax
“US contractor 1099
tax form”
@roryhope

25. 2
5
Search Landscape
Analysis
Keyword
Research
Search
Landscape
Analysis
Keyword
Targeting
Strategy
@roryhope

26. 2
6
Search Landscape
Analysis
Search
Landscape
Analysis
Competitor Gap Analysis
SERP Intent & Template Analysis
Keyword Prioritisation
@roryhope

27. 2
7
Search Landscape Analysis
 Aud. Int. Report
Audience
Intelligence
Report
Search Landscape
Analysis
Upload ‘SEO Competitors’ to
Audience Intelligence Tool
Keyword-level ‘Search Personas’
Identify KW Segment to Audience
Overlap
@roryhope

28. 2
8
Competitor SEO & SERP
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
Search Landscape
Analysis on Best
Performers
@roryhope

29. 2
9
Use ‘SEO Competitors’ for
Audience Intel. Research
@roryhope
SEO Competitor Twitter Profile
ADP @ADP
Workday @workday
Remote @remote
Cloudpay @cloudpay
GPM Institute @gpminstititue
Alight @alightsolutions

30. 3
0
Global Payroll: Creating an
Audience
Who are the
SEO
Personas?
@roryhope

31. 3
1
KW-level SEO Personas
1. Co-founders,
engineers (creators).
2. HR & recruitment
leaders or managers.
3. Payroll, tax
(finance) leaders or
managers.
@roryhope

32. 3
2
KW-level SEO Personas
@roryhope

33. 3
3
KW-level SEO Personas
@roryhope

34. 3
4
SEO Persona: “Global Payroll”
 Co-founder, Engineer.
Influencer Entities)
@roryhope

35. 3
5
KW-level SEO Personas
@roryhope

36. 3
6
SEO Persona: “Global
Payroll”  HR, Recruiting
@roryhope

37. 3
7
KW-level SEO Personas
@roryhope

38. 3
8
SEO Persona: “Global
Payroll”  Payroll, Tax
@roryhope

39. 3
9
CRM and SEO Personas
@roryhope
* Fictional data

40. 4
0
How can you use your SEO
Personas?
Identify influencer
entities and digital PR
targets for link
acquisition
@roryhope

41. 4
1
How can you use your SEO
Personas?
Inform social
listening and web
monitoring setup
@roryhope

42. 4
2
How can you use your SEO
Personas?
Insights for better idea
generation for SEO
topical modelling
& digital PR
@roryhope

43. 4
3
Keyword Targeting Strategy
Keyword
Research
SEO Gap
Analysis
Keyword
Targeting
Strategy
@roryhope

44. 4
4
Keyword Targeting Strategy
Keyword
Targeting
Strategy
SEO Content Plan
Keyword Clustering
Backlinks & PR
@roryhope

45. 4
5
Keyword Targeting Strategy
Influencer
Entity
Analysis
Keyword Targeting
Strategy
Social Listening on Top 1 - 5%
‘Influencer Entities’
Content Analysis on Search
Personas’ ‘Influencer Entities’
SEO Topical Modelling Content
@roryhope

46. 4
6
Define SEO Pillar Pages
“Global Payroll” “Global Contractors” “Global Employment”

47. 4
7
Social Listening
@roryhope
“Global Payroll” SEO Personas
Upload Twitter
handles of your SEO
Personas’ Influencer
Entities into social
listening tools.

48. 4
8
Social Listening
@roryhope
Influencer Entity Twitter Account KW Segment Audience Segment Affinity Score
Notion https://twitter.com/NotionHQ Global Payroll Co-founder, Engineer 68.12
Figma https://twitter.com/figmadesign Global Payroll Co-founder, Engineer 67.96
Remote https://twitter.com/remote Global Payroll Co-founder, Engineer 67.87
Stripe https://twitter.com/stripe Global Payroll Co-founder, Engineer 67.41
Loom https://twitter.com/loom Global Payroll Co-founder, Engineer 67.38
Hacker News https://twitter.com/newsycombinator Global Payroll Co-founder, Engineer 67.58
Social Impact Capital https://twitter.com/socialimpactvc Global Payroll Co-founder, Engineer 67.5
The Information https://twitter.com/theinformation Global Payroll Co-founder, Engineer 67.1
GitLab https://twitter.com/gitlab Global Payroll Co-founder, Engineer 67.12
Axios https://twitter.com/axios Global Payroll Co-founder, Engineer 67.16
FiveThirtyEight https://twitter.com/FiveThirtyEight Global Payroll Co-founder, Engineer 67.03
Bloomberg CityLab https://twitter.com/CityLab Global Payroll Co-founder, Engineer 66.82

49. 4
9
Trending Content Insights
via Social Listening
@roryhope

50. 5
0
Web Monitoring
@roryhope

51. 5
1
Web Monitoring Insights
@roryhope

52. 5
2
SEO Topical Modelling
Global Payroll
SEO Hub Page
Global Salary
Compensation Calculator
The State of Global Payroll
Survey: Global Attitudes
Towards Distributed Teams
X Global Remote
Companies Funded by
Socially Conscious VCs
[Table]
International Remote
Workforce Scale Up Guide
How To Improve Inclusion
For Employees Working
Remotely
Keyword
intelligence:
“ global payroll”
Audience
intelligence:
HR, Recruiters
Founders, Investors
Payroll, Tax
@roryhope

53. 5
3
Digital PR Ideation for
KW-level SEO Personas
@roryhope
Remote Team
Management

54. 5
4
Digital PR Ideation for
KW-level SEO Personas
@roryhope
Modernised Global
Payroll

55. 5
5
Digital PR Ideation for
KW-level SEO Personas
@roryhope
Diversity in Global
Companies

56. 5
6
Digital PR Ideation for
KW-level SEO Personas
@roryhope
International Scale
Ups

57. Thank you
for
listening.
5
7
@roryhope
Audience Intelligence & SEO: How To Integrate Data Sources To Develop SEO Personas
I’d love to
connect on
Twitter 👋
@roryhope