Earning links through audience segmentation

Kirsty Hulse – Head of SEO@kirsty_hulse

2#brightonseo @Kirsty_hulse

Nearly niceReally naughty Quite naughty

Automated paid

Incentivised Earned

Bad links can still work, but for how long?

3#brightonseo @Kirsty_hulse

We’re trying to earn links through content.

4#brightonseo @Kirsty_hulse

5#brightonseo @Kirsty_hulse

6#brightonseo @Kirsty_hulse

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.

7#brightonseo @Kirsty_hulse

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

8#brightonseo @Kirsty_hulse

Google Analytics demographic and interest reports. Pretty badass!

9#brightonseo @Kirsty_hulse

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

10#brightonseo @Kirsty_hulse

Google Display Planner.That’s alright.

11#brightonseo @Kirsty_hulse

Similarweb is a great free tool.

12#brightonseo @Kirsty_hulse

13#brightonseo @Kirsty_hulse

Online personas are different to real life demographics.

14#brightonseo @Kirsty_hulse

DMPs

There’s lots of easy ways to find this…

but they’re all expensive…

15#brightonseo @Kirsty_hulse

Thanks Captain Obvious!

Surveys.

16#brightonseo @Kirsty_hulse

0

20

40

60

80

100

120

# Mentions

17#brightonseo @Kirsty_hulse

18#brightonseo @Kirsty_hulse

We’re all our most vain on Instagram.

19#brightonseo @Kirsty_hulse

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

20#brightonseo @Kirsty_hulse

I have a cunning plan

21#brightonseo @Kirsty_hulse

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

22#brightonseo @Kirsty_hulse

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

23#brightonseo @Kirsty_hulse

24#brightonseo @Kirsty_hulse

Baby

Knitting

Dogs

Shopping

Charity

Zumba

Strictly Come Dancing

Shoes

Mum

Pages Containing…

www.givememydata.com

25#brightonseo @Kirsty_hulse

Key Interests

Aspirational25-34

£35-£49k

Content Types

Platforms

Motivations

Segment your data.

26#brightonseo @Kirsty_hulse

It doesn’t have to be costly.

27#brightonseo @Kirsty_hulse

A note on Pornhub…

28#brightonseo @Kirsty_hulse

29#brightonseo @Kirsty_hulse

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

Thank you.

www.found.co.uk@found_online@kirsty_hulse