How To Integrate Social Behavioural Data Into Your SEO Keyword Strategy

1. How To Integrate Social Behavioural Data Into Your SEO Keyword Strategy Rory Hope | Semetrical @roryhope SLIDESHARE.NET/RORYHOPE

2. What We Will Cover Listener 1. What are the benefits of an audience-first SEO strategy?

3. What We Will Cover Listener 2. The Keyword & Audience Intelligence Process

4. What We Will Cover Listener 3. How do I integrate KW intelligence and audience intelligence research to formulate an audience-first SEO strategy?

5. What We Will Cover Listener 4. How do I optimise towards an audience-first SEO strategy to improve performance?

6. What We Will Cover Listener 5. How do I coordinate an audience- first SEO strategy?

7. What We Will Cover Listener 6. What do I need to start formulating an audience-first SEO strategy?

8. Audience-first SEO Integrates Search Engine & Social Media Behavioural Data

9. UK Property Industry Example

10. What are the Benefits of an Audience-first SEO Strategy?

11. Benefits of Integrating KW & Audience Intelligence 01. Keyword-level ‘search audiences’ by gathering behavioural insights using social segmentation data

12. Benefits of Integrating KW & Audience Intelligence 02. Enhanced keyword-level content strategy and SEO topical modelling

13. Benefits of Integrating KW & Audience Intelligence 03. Prospect hyper-relevant influencers and link opportunities at scale efficiently

14. Using Google’s Algorithms to Identify Relevant Entities Keyword Intelligence Audience Intelligence Integration

15. The Keyword and Audience Intelligence Process

16. Keyword Intelligence Process Keyword Research SEO Gap Analysis Keyword Targeting Strategy

17. Audience Intelligence Process Audience Intelligenc e Report Influencer Entity Analysis Audience- first SEO Strategy SEO Gap Analysis Keyword Targeting Strategy

18. How do I integrate keyword intelligence and audience intelligence research?

19. Let’s Look at the UK Property Industry

20. UK Property Portals - Audience Report

21. So what do I do next? Lack of granular insights for digital PR campaigns at KW-level (e.g. “Luxury property”, “New homes”)…

22. So what do I do next? We need to undertake KW intelligence first to identify which social profiles to analyse per KW segment!

23. 1.Keyword Research Keyword Research SEO Gap Analysis Keyword Targeting Strategy

24. 1.Keyword Research Keyword Research Keyword Identification Keyword Segmentation Keyword Cleaning

25. Keyword Identification

26. Keyword Segmentation Property Type Luxury Property New Homes Houses Penthouses New Builds “Houses for sale” “Penthouses for sale” “New build homes”

27. 2. SEO Gap Analysis Keyword Research SEO Gap Analysis Keyword Targeting Strategy

28. 2. SEO Gap Analysis SEO Gap Analysis Competitor Gap Analysis SERP Intent & Template Analysis Keyword Prioritisation

29. SEO Gap Analysis + Intelligence Report Audience Intelligence Report Upload ‘SEO Competitors’ to Audience Intelligence Tool Keyword-level ‘Search Audiences’ Identify KW Segment to Audience Overlap SEO Gap Analysis

30. Competitor SEO Gap Analysis 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

31. Use ‘SEO Competitors’ for Audience Intelligence Research

32. “Luxury Property” SEO Competitors

33. UK “Luxury Property”- Creating an Audience

34. UK “Luxury Property”- Creating an Audience

35. UK “Luxury Property” - The Audience

36. Identify Niche Audiences per KW Segment “Luxury Property” KW segment audience report

37. Identify Niche Audiences per KW Segment “Luxury Property” KW segment audience report

38. Audiense and Influencer Entity “Affinity Scores”

39. AF-SEO Report Dashboard Example “Luxury Property” - Niche Luxury Property Seekers ‘search audience’

40. KW-level ‘Search Audiences’ “Luxury Property” - Niche Luxury Property Seekers

41. KW-level ‘Search Audiences’ “Luxury Property” & “New Homes” - Residential Estate & Letting Agents

42. KW-level ‘Search Audiences’ “New Homes” - Housing Planning (Construction, Regeneration, Infrastructure & Architects)

43. 3. Keyword Targeting Strategy Keyword Research SEO Gap Analysis Keyword Targeting Strategy

44. 3. Keyword Targeting Strategy Keyword Targeting Strategy SEO Content Plan Keyword Clustering Backlinks & PR

45. Keyword Targeting + Influencer Entity Analysis 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

46. Social Listening on Top 1-5% of Entities

47. Social Listening on Top 1-5% of Entities

48. Content Ideation for KW Audiences

49. Content Themes for KW Audiences Sustainability Politics Business & Leadership Design & Architecture Insurance & Risk Property Investment

50. Content Title Ideas for KW Audiences

53. SEO Pillar Pages

56. SEO Topical Modelling New Homes 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

57. SEO Content Plan Audience-first Digital Strategy Planner [TEMPLATE] | Semetrical

58. 4. Formulate Audience-first SEO 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

59. How do I coordinate an audience-first SEO strategy?

60. How do I Coordinate an Audience- first SEO Strategy? Audience-first Digital Strategy Planner [TEMPLATE] | Semetrical

61. What do I need to start formulating an audience- first SEO strategy?

62. Technology and Tools Required Keyword intelligence research:

63. Technology and Tools Required Audience intelligence & social listening research:

64. Call Us: 020 3198 9963 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?

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