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Earning Links Through Audience Segmentation Brighton SEO 2014

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My slides from BrightonSEO 2014 on Earning Links Through Audience Segmentation.

Published in: Marketing

Earning Links Through Audience Segmentation Brighton SEO 2014

  1. 1. Earning links through audience segmentation Kirsty Hulse – Head of SEO @kirsty_hulse
  2. 2. #brightonseo @Kirsty_hulse 2 Really naughty Quite naughty Nearly nice Automated paid Incentivised Earned Bad links can still work, but for how long?
  3. 3. #brightonseo @Kirsty_hulse 3 We’re trying to earn links through content.
  4. 4. #brightonseo @Kirsty_hulse 4
  5. 5. #brightonseo @Kirsty_hulse 5
  6. 6. #brightonseo @Kirsty_hulse 6 Audiences Content Who they are and what they like. Who your audience listens to and who Google trusts. Tailored content creation for them. Paid Promotion / Seeding Boosting who sees it. Influencers Mitigating the risk of expensive, failing content.
  7. 7. #brightonseo @Kirsty_hulse 7 Finding out your demographics is easy. Working out the psychographics isn’t.
  8. 8. #brightonseo @Kirsty_hulse 8 Google Analytics demographic and interest reports. Pretty badass!
  9. 9. #brightonseo @Kirsty_hulse 9 0 0.5 1 1.5 2 2.5 3 3.5 4 0 5000 10000 15000 20000 25000 15-24 25-34 35-44 45-54 55-64 65+ Age vs Traffic & Conversion Rate Traffic Conversion Rate
  10. 10. #brightonseo @Kirsty_hulse 10 Google Display Planner. That’s alright.
  11. 11. #brightonseo @Kirsty_hulse 11 Similarweb is a great free tool.
  12. 12. #brightonseo @Kirsty_hulse 12
  13. 13. #brightonseo @Kirsty_hulse 13 Online personas are different to real life demographics.
  14. 14. #brightonseo @Kirsty_hulse 14 DMPs There’s lots of easy ways to find this… but they’re all expensive…
  15. 15. #brightonseo @Kirsty_hulse 15 Thanks Captain Obvious! Surveys.
  16. 16. #brightonseo @Kirsty_hulse 16 0 20 40 60 80 100 120 # Mentions
  17. 17. #brightonseo @Kirsty_hulse 17
  18. 18. #brightonseo @Kirsty_hulse 18 We’re all our most vain on Instagram.
  19. 19. #brightonseo @Kirsty_hulse 19 But Facebook Graph Search is about to get even more powerful (In the UK)
  20. 20. #brightonseo @Kirsty_hulse 20 I have a cunning plan
  21. 21. #brightonseo @Kirsty_hulse 21 Query: Pages liked by people who like [insert your Page or competitor’s Page] + “who are men” “who are [age]” + “who live in [location]”
  22. 22. #brightonseo @Kirsty_hulse 22 Using the Graph Search API‘m having a great time!
  23. 23. #brightonseo @Kirsty_hulse 23
  24. 24. #brightonseo @Kirsty_hulse 24 Baby Knitting Dogs Shopping Charity Zumba Strictly Come Dancing Shoes Mum Pages Containing… www.givememydata.com
  25. 25. #brightonseo @Kirsty_hulse 25 Key Interests Aspirational 25-34 £35-£49k Content Types Platforms Motivations Segment your data.
  26. 26. #brightonseo @Kirsty_hulse 26 It doesn’t have to be costly.
  27. 27. #brightonseo @Kirsty_hulse 27 A note on Pornhub…
  28. 28. #brightonseo @Kirsty_hulse 28
  29. 29. #brightonseo @Kirsty_hulse 29 This guy wants you to earn loads of links. Nice links.
  30. 30. Thank you. www.found.co.uk @found_online @kirsty_hulse

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