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How To
Integrate Social
Behavioural Data Into
Your SEO Keyword
Strategy
Rory Hope | Semetrical
@roryhope
SLIDESHARE.NET/RORYHOPE
What We Will Cover
Listener
1. What are the benefits of an
audience-first SEO strategy?
What We Will Cover
Listener
2. The Keyword & Audience
Intelligence Process
What We Will Cover
Listener
3. How do I integrate KW intelligence
and audience intelligence research to
formulate an audience-first SEO
strategy?
What We Will Cover
Listener
4. How do I optimise towards an
audience-first SEO strategy to improve
performance?
What We Will Cover
Listener
5. How do I coordinate an
audience-first SEO strategy?
What We Will Cover
Listener
6. What do I need to start formulating
an audience-first SEO strategy?
Audience-first SEO Integrates
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. Keyword-level ‘search audiences’
by gathering behavioural insights
using social segmentation data
Benefits of Integrating KW
& Audience Intelligence
02. Enhanced keyword-level content
strategy and SEO topical
modelling
Benefits of Integrating KW
& Audience Intelligence
03. Prospect hyper-relevant
influencers and link opportunities
at scale efficiently
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 insights for digital
PR campaigns at KW-level (e.g.
“Luxury property”,
“New homes”)…
So what do I do next?
We need to undertake KW
intelligence first to identify
which social profiles to
analyse per KW 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
SEO Gap Analysis +
Intelligence Report
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’
for Audience Intelligence
Research
“Luxury Property”
SEO Competitors
UK “Luxury Property”-
Creating an Audience
UK “Luxury Property”-
Creating an Audience
UK “Luxury Property” -
The Audience
Identify Niche Audiences
per KW Segment
“Luxury
Property”
KW segment
audience
report
Identify Niche Audiences
per KW Segment
“Luxury
Property”
KW segment
audience
report
Audiense and Influencer
Entity “Affinity Scores”
AF-SEO Report
Dashboard Example
“Luxury Property” - Niche Luxury Property Seekers
‘search audience’
KW-level
‘Search Audiences’
“Luxury Property” - Niche Luxury Property Seekers
KW-level
‘Search Audiences’
“Luxury Property” & “New Homes” - Residential
Estate & Letting Agents
KW-level
‘Search Audiences’
“New Homes” - Housing Planning (Construction,
Regeneration, Infrastructure & Architects)
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
Keyword Targeting +
Influencer Entity Analysis
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
KW Audiences
Content Themes for
KW Audiences
Sustainability
Politics
Business & Leadership
Design &
Architecture
Insurance & Risk
Property Investment
Content Title Ideas for
KW Audiences
Content Title Ideas for
KW Audiences
Content Title Ideas for
KW Audiences
SEO Pillar Pages
SEO Pillar Pages
SEO Pillar Pages
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:
Technology and Tools
Required
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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How to integrate social behavioural data into your seo keyword strategy rory hope - june 21 2021