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Audience First SEO with HubSpot [Podcast]

In today’s digital age, having an optimized website is essential for any business looking to succeed online. However, focusing on keywords and topics alone may not be enough to stand out and truly connect with your target audience.

HubSpot’s Rory Hope joined the SEJ Show to discuss beyond the basics of important terms and topics by integrating real audience data into your SEO strategy.

Learn how to integrate audience intelligence and social listening data into your keyword strategy to understand your “SEO persona.” Plan more relevant and engaging content and digital PR (link building) campaigns to generate better results.

A lot of SEOs I know sometimes struggle with integration into broader marketing. One of SEO’s worst enemies is the silos where people see his SEO role as purely keyword or as having or not having a say in broader content strategy in strategic discussions. I think you are in a trap. SEO takes social data to back up why content is published, aligns everything with keyword topics, and builds from there to show that these publications are being listened to. I think you can improve the performance of your keywords. You know these websites rank for the keyword topics you want to target. – Rory Hope, 27:53

Social is attractive because we see it as the pillar of digital marketing. Email marketing, social media, marketing search, organic search page search, and the ability to use personas are usually not necessarily integrated into what I call traditional keyword research. Many tools now include information such as intent, which is helpful, but what does a persona look like, what does a buyer look like, when you’re searching for something Who is the buyer and what terminology might others use? No identification, narrow it down to Google. – Lauren Baker, 7:17

In an SEO sense, you miss going back to your audience and understanding their persona. Therefore, I believe that Audience Intelligence tools occupy an important place within the SEO toolset. – Rory Hope, 26:07

[00:00] – About Raleigh
[04:18] – What is Hubspot Hustle?
[08:01] – Importance of social data in SEO.
[20:26] – Main benefits of link acquisition opportunities.
[32:28] – How social data works from an agency perspective.
[36:15] – Tips for teams scattered around the world.
[38:23] – Meaning of C3PO.

Resources mentioned:

Think about it, I call this Audience First SEO. The basic research remains the same, as we know the research of the basic layer. You are conducting keyword research, clustering keywords into topics, subtopics, intent analysis, and building a keyword targeting planner. I think it’s important to know. However, use social data to enhance your SEO strategy by integrating data sources from your audience intelligence tools. – Laurie Hope, 11:04

Use social insights and social listening to search for the keyword topics you want to rank for. increase. strategy. Then keep adding relevant thought leadership content there to keep it from becoming obsolete. – Laurie Hope, 19:57

It all goes back to the heart of marketing. Understand your audience, understand the sociology behind everything they do, what they are talking about, why they are talking about it, and identify trends they feel are missing in SEO. We have a lot of keywords. Everything else, such as identifying trends in them, is not necessarily part of it. – Lauren Baker, 24:04

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Connect with Laurie Hope:

Rory Hope is an experienced SEO and growth marketer who is an expert in digital marketing strategy and leadership. Rory is HubSpot’s Head of Content SEO. He leads the content SEO team, driving strategy and overseeing organic growth.

He is passionate about sharing his knowledge and helping others implement cutting-edge SEO and growth marketing strategies for their websites and businesses. So if you’re looking to take your digital marketing game to the next level, don’t miss Rory’s insight and expertise.

Connect with Rory on LinkedIn:
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Connect with Loren Baker, Founder of Search Engine Journal.

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Connect with him on LinkedIn:

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