The document discusses segmenting audiences to earn links through targeted content creation. It provides tips on using tools like Google Analytics, Google Display Planner, and Similarweb to understand audience demographics and interests. Facebook Graph Search can also be used to find shared interests between people who like a page to help with audience segmentation. The goal is to understand psychographics to create tailored content for specific audience segments in order to earn links from trusted influencers for those groups.

1. Earning links through
audience segmentation
Kirsty Hulse – Head of SEO
@kirsty_hulse

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Really naughty Quite naughty Nearly nice
Automated
paid
Incentivised Earned
Bad links can still work, but for how long?

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We’re trying to earn links through content.

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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.

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Finding out your demographics is easy.
Working out the psychographics isn’t.

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Google Analytics demographic and interest reports.
Pretty badass!

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15-24 25-34 35-44 45-54 55-64 65+
Age vs Traffic & Conversion Rate
Traffic Conversion Rate

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Google Display Planner.
That’s alright.

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Similarweb is a great free tool.

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Online personas are different to real life
demographics.

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DMPs
There’s lots of easy ways to find this…
but they’re all expensive…

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Thanks Captain Obvious!
Surveys.

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# Mentions

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We’re all our most vain on Instagram.

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But Facebook Graph Search is about to
get even more powerful
(In the UK)

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I have a
cunning plan

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Query: Pages liked by people who like [insert
your Page or competitor’s Page] + “who are men”
“who are [age]” + “who live in [location]”

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Using the Graph Search API‘m having a great time!

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Baby
Knitting
Dogs
Shopping
Charity
Zumba
Strictly Come Dancing
Shoes
Mum
Pages Containing…
www.givememydata.com

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Key Interests
Aspirational
25-34
£35-£49k
Content Types
Platforms
Motivations
Segment your data.

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It doesn’t have to be costly.

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A note on Pornhub…

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This guy
wants you
to earn
loads of
links.
Nice links.

30. Thank you.
www.found.co.uk
@found_online
@kirsty_hulse