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Taking audience insight from AnswerThePublic - Sophie Coley at BrightonSEO Sept 2017

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Sophie Coley, strategist at Propellernet, talks about how you can use AnswerThePublic.com to understand more about audiences, influence and your brand on the main stage at BrightonSEO, September 2017.

Visit AnswerThePublic: www.answerthepublic.com
For more on Propellernet, see: www.propellernet.co.uk
For more on Skiers vs Boarders, see: www.youtube.com/watch?v=6QyxfCxJJlE

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Taking audience insight from AnswerThePublic - Sophie Coley at BrightonSEO Sept 2017

  1. 1. Sophie Coley PROPELLERNET Answering The Public: How To Take Audience Insight From Search Data @coleybird @propellernet
  2. 2. @COLEYBIRD #BRIGHTONSEO HAVE YOU EVER ASKED GOOGLE SOMETHING YOU COULDN’T ASK SOMEONE ELSE?
  3. 3. @COLEYBIRD #BRIGHTONSEO
  4. 4. @COLEYBIRD #BRIGHTONSEO
  5. 5. @COLEYBIRD #BRIGHTONSEO
  6. 6. @COLEYBIRD #BRIGHTONSEO
  7. 7. @COLEYBIRD #BRIGHTONSEO WE TURN TO GOOGLE BECAUSE IT’S THE FONT OF ALL KNOWLEDGE…
  8. 8. @COLEYBIRD #BRIGHTONSEO … ESPECIALLY WHEN WE’RE TOO EMBARASSED TO VOICE QUESTIONS IN THE ‘REAL’ WORLD
  9. 9. @COLEYBIRD #BRIGHTONSEO SEARCH BEHAVIOUR INSIGHT IS AN IN-THE-MOMENT, BIAS-FREE GIFT FOR MARKETERS
  10. 10. @COLEYBIRD #BRIGHTONSEO WE SHOULD BE USING THIS INSIGHT (BUT NOT LIKE HIM)
  11. 11. THE QUESTION WHEEL WILL…? CAN…? WHERE…? WHICH…? WHO…? WHAT…? WHEN…? WHY…? HOW…? ARE…?
  12. 12. THE PREPOSITION WHEEL WITHOUT… WITH… TO… NEAR… FOR… CAN… IS…
  13. 13. THE COMPARISON WHEEL LIKE… AND… OR… VERSUS… VS…
  14. 14. @COLEYBIRD #BRIGHTONSEO 1. IDENTIFYING AND UNDERSTANDING YOUR PUBLIC 2. UNDERSTANDING INFLUENCE 3. BENCHMARKING YOUR BRAND
  15. 15. @COLEYBIRD #BRIGHTONSEO 1. IDENTIFYING (AND UNDERSTANDING) YOUR PUBLIC
  16. 16. @COLEYBIRD #BRIGHTONSEO
  17. 17. @COLEYBIRD #BRIGHTONSEO
  18. 18. @COLEYBIRD #BRIGHTONSEO
  19. 19. @COLEYBIRD #BRIGHTONSEO AUDIT YOU AUDIENCE. CAN YOU SERVE THEM WELL?
  20. 20. @COLEYBIRD #BRIGHTONSEO
  21. 21. @COLEYBIRD #BRIGHTONSEO DON’T DEFAULT TO CONTENT. DELIGHT YOUR AUDIENCE. MAKE THEM SEARCH FOR YOUR BRAND, RATHER THAN ASKING GOOGLE FOR HELP.
  22. 22. SOMEONE WHO SKIS, OR… … A SKIER? @COLEYBIRD #BRIGHTONSEO
  23. 23. A GUY WITH A BEARD, OR… … A HIPSTER? @COLEYBIRD #BRIGHTONSEO
  24. 24. SOMEONE WHO READS, OR… … A BOOKWORM? @COLEYBIRD #BRIGHTONSEO
  25. 25. @COLEYBIRD #BRIGHTONSEO USE LABELS TO FURTHER UNDERSTAND YOUR AUDIENCE, THEIR LIVES AND WHERE YOU CAN HELP THEM.
  26. 26. @COLEYBIRD #BRIGHTONSEO
  27. 27. @COLEYBIRD #BRIGHTONSEO
  28. 28. @COLEYBIRD #BRIGHTONSEO
  29. 29. @COLEYBIRD #BRIGHTONSEO
  30. 30. @COLEYBIRD #BRIGHTONSEO
  31. 31. @COLEYBIRD #BRIGHTONSEO IDENTIFY AUDIENCES WITH THE ‘FOR’ BRANCH. USE SELF-LABELS TO FURTHER UNDERSTAND NICHE GROUPS.
  32. 32. @COLEYBIRD #BRIGHTONSEO 2. UNDERSTANDING INFLUENCE
  33. 33. @COLEYBIRD #BRIGHTONSEO WHAT DO THESE PEOPLE HAVE IN COMMON?
  34. 34. @COLEYBIRD #BRIGHTONSEO COATS.
  35. 35. @COLEYBIRD #BRIGHTONSEO
  36. 36. @COLEYBIRD #BRIGHTONSEO REMEMBER: DON’T DEFAULT TO CONTENT. TAKE A STEP BACK.
  37. 37. @COLEYBIRD #BRIGHTONSEO WHAT COULD YOUR PR TEAM DO WITH THIS INSIGHT?
  38. 38. @COLEYBIRD #BRIGHTONSEO WHAT COULD YOUR PRODUCT TEAM DO WITH THIS INSIGHT?
  39. 39. @COLEYBIRD #BRIGHTONSEO IDENTIFY INFLUENCE WITH THE ‘LIKE’ BRANCH. SHARE YOUR INSIGHT BEYOND YOUR SEO OR CONTENT TEAM.
  40. 40. @COLEYBIRD #BRIGHTONSEO 3. BENCHMARKING YOUR BRAND
  41. 41. @COLEYBIRD #BRIGHTONSEO
  42. 42. @COLEYBIRD #BRIGHTONSEO
  43. 43. @COLEYBIRD #BRIGHTONSEO ARE THERE ISSUES THAT NEED ADDRESSING? OR SUCCESSES TO SHOUT ABOUT?
  44. 44. @COLEYBIRD #BRIGHTONSEO
  45. 45. @COLEYBIRD #BRIGHTONSEO REMEMBER: DON’T DEFAULT TO CONTENT. TAKE A STEP BACK.
  46. 46. @COLEYBIRD #BRIGHTONSEO WHAT CAN YOUR PR TEAM DO TO AFFECT HOW PEOPLE SEARCH FOR YOUR BRAND?
  47. 47. @COLEYBIRD #BRIGHTONSEO WHAT CAN THE PEOPLE DEALING WITH YOUR CUSTOMERS EVERY DAY DO TO AFFECT HOW PEOPLE SEARCH FOR YOUR BRAND?
  48. 48. @COLEYBIRD #BRIGHTONSEO HOW DO SEARCHES FOR YOUR BRAND COMPARE TO THE COMPETITION?
  49. 49. @COLEYBIRD #BRIGHTONSEO
  50. 50. @COLEYBIRD #BRIGHTONSEO
  51. 51. @COLEYBIRD #BRIGHTONSEO FOCUS ON THE QUESTION AND COMPARISON WHEELS BENCHMARK QUERIES AROUND YOUR BRAND VERSUS COMPETITORS OR GENERICS
  52. 52. @COLEYBIRD #BRIGHTONSEO REMEMBER: DON’T DEFAULT TO CONTENT. TAKE A STEP BACK.
  53. 53. “TRADITIONALLY, KEYWORD RESEARCH HAS BEEN PERFORMED TO BETTER UNDERSTAND WHAT PHRASES SEARCHERS ARE USING TO FIND THE CONTENT, PRODUCTS OR SERVICES YOU PROVIDE. BUT USING KEYWORD RESEARCH FOR THAT IS AKIN TO TREATING THE SYMPTOM RATHER THAN THE PROBLEM ITSELF.” STONEY DeGAYTER
  54. 54. @COLEYBIRD #BRIGHTONSEO THERE’S A PERSON BEHIND EVERY QUERY. HELP THEM IN THE MOST APPROPRIATE WAY.
  55. 55. @COLEYBIRD #BRIGHTONSEO 3 TOOLS (BEYOND ANSWERTHEPUBLIC.COM) TO FURTHER HELP YOU UNDERSTAND AUDIENCES…
  56. 56. @COLEYBIRD #BRIGHTONSEO
  57. 57. @COLEYBIRD #BRIGHTONSEO
  58. 58. @COLEYBIRD #BRIGHTONSEO
  59. 59. @COLEYBIRD #BRIGHTONSEO BREAK FREE FROM YOUR SEO BOX. SHARE INSIGHTS WITH THE REST OF YOUR ORGANISATION. HELP BUILD A CLEAR PICTURE OF YOUR PUBLIC.
  60. 60. “I’M NOT TRYING TO BE A BETTER SEO PROFESSIONAL ANYMORE. I’M TRYING TO JUST BE A BETTER MARKETER.” WIL REYNOLDS @COLEYBIRD #BRIGHTONSEO
  61. 61. @COLEYBIRD #BRIGHTONSEO AN INCREASE IN BRAND SEARCHES AND DIRECT TRAFFIC IS OFTEN AS VALUABLE AS INCREASED RANKINGS FOR GENERIC TERMS.
  62. 62. @COLEYBIRD #BRIGHTONSEO LET’S BE BETTER MARKETERS, NOT JUST BETTER SEOs. LET’S MAKE THE EFFORT TO UNDERSTAND OUR PUBLIC.
  63. 63. @COLEYBIRD #BRIGHTONSEO ONE FINAL THING…
  64. 64. SEARCH: ‘DRINK THE SEEKER’ THANK YOU @COLEYBIRD @PROPELLERNET @ANSWERTHEPUBLIC #BRIGHTONSEO

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