SlideShare a Scribd company logo
Earning links through 
audience segmentation 
Kirsty Hulse – Head of SEO 
@kirsty_hulse
#brightonseo @Kirsty_hulse 2 
Really naughty Quite naughty Nearly nice 
Automated 
paid 
Incentivised Earned 
Bad links can still work, but for how long?
#brightonseo @Kirsty_hulse 3 
We’re trying to earn links through content.
#brightonseo @Kirsty_hulse 4
#brightonseo @Kirsty_hulse 5
#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.
#brightonseo @Kirsty_hulse 7 
Finding out your demographics is easy. 
Working out the psychographics isn’t.
#brightonseo @Kirsty_hulse 8 
Google Analytics demographic and interest reports. 
Pretty badass!
#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
#brightonseo @Kirsty_hulse 10 
Google Display Planner. 
That’s alright.
#brightonseo @Kirsty_hulse 11 
Similarweb is a great free tool.
#brightonseo @Kirsty_hulse 12
#brightonseo @Kirsty_hulse 13 
Online personas are different to real life 
demographics.
#brightonseo @Kirsty_hulse 14 
DMPs 
There’s lots of easy ways to find this… 
but they’re all expensive…
#brightonseo @Kirsty_hulse 15 
Thanks Captain Obvious! 
Surveys.
#brightonseo @Kirsty_hulse 16 
0 
20 
40 
60 
80 
100 
120 
# Mentions
#brightonseo @Kirsty_hulse 17
#brightonseo @Kirsty_hulse 18 
We’re all our most vain on Instagram.
#brightonseo @Kirsty_hulse 19 
But Facebook Graph Search is about to 
get even more powerful 
(In the UK)
#brightonseo @Kirsty_hulse 20 
I have a 
cunning plan
#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]”
#brightonseo @Kirsty_hulse 22 
Using the Graph Search API‘m having a great time!
#brightonseo @Kirsty_hulse 23
#brightonseo @Kirsty_hulse 24 
Baby 
Knitting 
Dogs 
Shopping 
Charity 
Zumba 
Strictly Come Dancing 
Shoes 
Mum 
Pages Containing… 
www.givememydata.com
#brightonseo @Kirsty_hulse 25 
Key Interests 
Aspirational 
25-34 
£35-£49k 
Content Types 
Platforms 
Motivations 
Segment your data.
#brightonseo @Kirsty_hulse 26 
It doesn’t have to be costly.
#brightonseo @Kirsty_hulse 27 
A note on Pornhub…
#brightonseo @Kirsty_hulse 28
#brightonseo @Kirsty_hulse 29 
This guy 
wants you 
to earn 
loads of 
links. 
Nice links.
Thank you. 
www.found.co.uk 
@found_online 
@kirsty_hulse

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