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Rory Hope - How to Improve Performance with Audience-First SEO & Content Strategy
The document outlines a comprehensive approach to developing an audience-first SEO and content strategy, emphasizing the integration of keyword and audience intelligence. It covers the benefits of this strategy, such as enhanced content relevance and identification of niche audiences, particularly in the UK property industry. The document also provides a structured process for conducting keyword research, SEO gap analysis, and audience targeting, along with practical templates and examples.
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Rory Hope - How to Improve Performance with Audience-First SEO & Content Strategy
- 1. How to Improve Performancewith Audience-first SEO & Content Strategy APRIL 2021
- 2. What We WillCover Listener ● What are the benefits of an audience-first SEO strategy? ● The Keyword & Audience Intelligence Process ● How do I integrate keyword intelligence and audience intelligence research to formulate an audience-first SEO strategy?
- 3. What we willcover Listener ● How do I optimise towards an audience-first SEO strategy to improve performance? ● How do I coordinate an audience-first SEO strategy? ● What do I need to start formulating an audience-first SEO strategy?
- 4. Audience-first SEO InvolvesIntegrating Search Engine & Social Media Behavioural Data
- 5. UK Property IndustryExample
- 6. What are theBenefits of an Audience-first SEO Strategy?
- 7. Benefits of IntegratingKW & Audience Intelligence 01. Understand keyword-level ‘search audiences’ by gathering behavioural insights using social consumer segmentation data from audience intelligence research
- 8. Benefits of IntegratingKW & Audience Intelligence 02. Enhanced keyword-level content strategy and SEO topical modelling informed by integrating keyword intelligence and audience intelligence insights
- 9. Benefits of IntegratingKW & Audience Intelligence 03. Prospect hyper-relevant influencers and link opportunities at scale efficiently per niche search audience within a keyword segment
- 10. Using Google’s Algorithmsto Identify Relevant Entities Keyword Intelligence Audience Intelligence Integration
- 11. The Keyword and AudienceIntelligence Process
- 12. Keyword Intelligence Process Keyword Research SEOGap Analysis Keyword Targeting Strategy
- 13. Audience Intelligence Process Audience Intelligence Report Influencer Entity Analysis Audience- firstSEO Strategy SEO Gap Analysis Keyword Targeting Strategy
- 14. How do Iintegrate keyword intelligence and audience intelligence research?
- 15. Let’s Look atthe UK Property Industry
- 16. UK Property Portals- Audience Report
- 17. So what doI do next? Lack of granular audience insights to formulate digital PR campaigns at a keyword-level (e.g. “Luxury property”, “New homes”, “Commercial”)…
- 18. So what doI do next? We need to undertake keyword intelligence first to identify which social profiles to analyse per keyword segment!
- 19. 1. Keyword Research Keyword Research SEOGap Analysis Keyword Targeting Strategy
- 20. 1. Keyword Research Keyword Research KeywordIdentification Keyword Segmentation Keyword Cleaning
- 21.
- 22. Keyword Segmentation Property TypeLuxury Property New Homes Houses Penthouses New Builds “Houses for sale” “Penthouses for sale” “New build homes”
- 23. 2. SEO GapAnalysis Keyword Research SEO Gap Analysis Keyword Targeting Strategy
- 24. 2. SEO GapAnalysis SEO Gap Analysis Competitor Gap Analysis SERP Intent & Template Analysis Keyword Prioritisation
- 25. Overlay: Intelligence Report+ SEO Gap Analysis Semetrical Audience Intelligence Report Upload ‘SEO Competitors’ to Audience Intelligence Tool Keyword-level ‘Search Audiences’ Identify KW Segment to Audience Overlap SEO Gap Analysis
- 26. Competitor SEO GapAnalysis 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
- 27. Use ‘SEO Competitors’to Inform your Audience Intelligence Research
- 28. “Luxury Property” SEOcompetitors
- 29. UK “Luxury Property”-Creating an Audience
- 30. UK “Luxury Property”- The Audience
- 31. Identify Niche Audiencesper Keyword Segment “Luxury Property” keyword segment audience report
- 32. Audiense and InfluencerEntity “Affinity Scores”
- 33. AF-SEO Tool ReportDashboard Example “Luxury Property” - Niche Luxury Property Seekers ‘search audience’
- 34. Keyword-level ‘Search Audiences’ “LuxuryProperty” - Niche Luxury Property Seekers
- 35. Keyword-level ‘Search Audiences’ “LuxuryProperty” & “New Homes” - Residential Estate & Letting Agents
- 36. Keyword-level ‘Search Audiences’ “NewHomes” - Housing Planning (Construction, Regeneration, Infrastructure & Architects)
- 37. Identify Audience toKW Overlap & Differentiation Audience-first Digital Strategy Planner [TEMPLATE] | Semetrical
- 38. 3. Keyword TargetingStrategy Keyword Research SEO Gap Analysis Keyword Targeting Strategy
- 39. 3. Keyword TargetingStrategy Keyword Targeting Strategy SEO Content Plan Keyword Clustering Backlinks & PR
- 40. Overlay: Influencer EntityAnalysis + Keyword Targeting 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
- 41. Social Listening onTop 1-5% of Entities
- 42. Social Listening onTop 1-5% of Entities
- 43. Content Ideation forKeyword Audiences Themes: ● Sustainability, Politics, Business & Leadership, Design & Architecture, Insurance & Risk, Property Investment. Title Ideas: ● Political Party Comparisons: Who Has Invested The Most in New Homes & Where? ● How Do New Homes Compare To Older Homes for Sustainability? ● How has COVID-19 Reshaped Property Development Investment?
- 44. SEO Pillar Pages “Newhomes for sale” “Penthouses london” “Commercial property to buy”
- 45. SEO Topical Modelling NewHomes 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
- 46. SEO Content Plan Audience-firstDigital Strategy Planner [TEMPLATE] | Semetrical
- 47. 4. Formulate Audience-firstSEO 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
- 48. How do Icoordinate an audience-first SEO strategy?
- 49. How do ICoordinate an Audience-first SEO Strategy? Audience-first Digital Strategy Planner [TEMPLATE] | Semetrical
- 50. What do Ineed to start formulating an audience-first SEO strategy?
- 51. Technology and ToolsRequired Keyword intelligence research: Audience intelligence & social listening research:
- 52. Call Us: 020 31989963 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?