My slides from BrightonSEO 2014 on Earning Links Through Audience Segmentation.

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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5000
10000
15000
20000
25000
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