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How The Right SEO Platform Can Help You Gain Audience Intelligence

If you’re familiar with digital marketing, you may have already heard of SEO (search engine optimisation) being an essential digital marketing tactic a lot of times. But, what exactly is SEO?  SEO comprises several different aspects, and understanding what they are and how they work is an essential to understanding why SEO is vital. 

In a nutshell, SEO increases the visibility of your website, which helps bring in more visitors, as well as more opportunities to turn them into customers. Aside from that, SEO is a valuable tool for increasing brand awareness, building relationships with your target audience, and establishing your brand as an authoritative and reliable business or expertise.

Understanding SEO

Because SEO has always been evolving, it can be difficult to track progress. In order to enhance your site traffic, your business will need a complete SEO strategy. An SEO strategy is a comprehensive plan for increasing a website’s search engine rankings in order to attract more site traffic. This strategy should be based on basic SEO foundations, including technical SEO, on-page SEO, content optimization, link building, and keyword research. 

You can, of course, have a full SEO strategy and do it all by yourself. However, the more your site grows, the more amount of data you need to monitor and analyse. This is where SEO platforms step in. 

An SEO platform is a digital marketing technology that includes several methods for ranking, analysis, research, content creation, measurement, and management to optimize organic ranking. 

An innovative SEO platform should be able to do the following things: 

  • Create good, optimized content
  • Generate unique, exceptional keywords
  • Implement link building, bringing in more traffic

In addition to this, a good SEO platform should be able to:

  • Provide Audience Insights – An SEO platform should provide information of your target audiences, as well as the content they consume by integrating through analytics tools.
  • Analyse Competitors – Knowing who your competitors are and the things (more like secrets) that make them successful might help you improve your SEO strategy.
  • Keep Track Of Keywords – An SEO platform allows you to integrate keyword data with additional insights to make it more effective.
  • Implement Technical SEO Practices – This could be done by improving on-page elements, like title tags, meta descriptions, and header tags.
  • Report Content Activity – An SEO platform should be able to show the result of your content and traffic by bringing together search visibility, activity tracking, and analytics.

What Is Audience Intelligence?

Audience intelligence is the process of obtaining essential and relevant insights about audiences from multiple data sources, allowing you to establish and organize your strategy based on legitimate data. Audience intelligence is already widely used by leaders in the marketing and research industries to conduct investigations that are faster, better, and less expensive. Consumer insights from audience intelligence generate a complete view of the many types of buyer and your competitors, as well as help you discover new audiences that you may not have been aware of.

Audience intelligence will bring you relevant consumer information that may be used to guide SEO strategies. This technique allows you to concentrate your strategy on consumer segmentation and cultural awareness.

How SEO Platforms Can Gain Audience Intelligence

While SEO platforms are usually used by digital marketers for search engine optimisation (SEO) and content strategy, they can also be a significant source of audience intelligence. SEO platforms are capable of collecting and analysing audience insights, as well as establishing marketing tactics to target audience based on insights. 

Artificial intelligence (AI) and other technological advances have made traditional SEO techniques out-of-date. To acquire organic traffic, it’s no longer necessary to attract the masses in order to obtain rankings in the SERPs. Instead, it’s more preferable to create higher-quality content that’s more relevant to your target audience. If this is the case, focusing on an audience-first SEO strategy will lead to more traffic. 

Behavioural analytics must be at the centre of any audience-first strategy, and you’ll need a good SEO platform to analyse the vast amounts of data provided. SEO platforms can integrate audience intelligence by:

  • Identifying Your Target Audience

Analysing target audiences will help you to pull insights from social data and use them for your SEO strategy. This will allow platforms to identify segments and audiences, some of which may be unique to you, each with its own sociodemographic features, motivations, interests, content, and so on. 

In addition, a comprehensive audience analysis will help you discover trending topics that are of interest to your target audience, the types of content they usually consume, and even the most frequently cited keywords for these groups of people, which will be explained more later on.

  • Defining Your Ideal Customer Profile

As part of your process of identifying your target audience segments, you must, first, define the characteristics of your ideal customer profile. This will allow the platform to set necessary conditions for qualifying leads. The best place to begin is with an analysis of your company’s CRM (customer relationship management) database, depending on whether you’re a business-to-consumer (B2C) or business-to business-marketer (B2B.) 

Furthermore, in order to determine your ideal customer profile, you’ll have to analyse your customer segments and cross-reference them with profits generated, exchange rate, or relevant engagements.

  • Keyword Intelligence Research

To build an efficient SEO strategy, an SEO platform must, first, conduct keyword analysis to determine your audience’s search patterns. SEO platforms can obtain keyword intelligence by following a procedure for selecting keywords—that are relevant to your business—to use when building keyword strategies to raise SEO visibility. Thus, allowing you to prioritise your SEO strategy to promote organic visibility for your business.

To do so, do keyword research and SEO gap analysis to determine all potential keywords your target audience would use to find your business’s products or services. Also, you should do this while monitoring user intent and SEO competition to verify your target keywords. 

  • Audience Intelligence Research

Audience intelligence is analysing and identifying audience segments drawn from a wider part of the market that’s not your business’s consumer base. The audience segments are generated using data from social platforms, such as profiles, social connections, likes, shares, favourites, and unstructured post data, along with data from other third-party sources. They’re categorized depending on their behaviours and interests, rather than demographics.

Conducting audience intelligence research will provide more significant structure to identifying your audiences, which also serves as a helpful foundation for building you audience-first strategy and optimising campaigns, respectively. SEO platforms can also acquire data on unknown audiences outside of their client base that give potential for growth into new social consumer segments. By doing research into unknown social customer segments, your business may customize a marketing approach to their interest, thus, increasing the probability of meeting your KPIs (key performance indicators).

The ability to generate results in a couple of days or hours is a key feature of audience intelligence research.  This allows social media platforms to be more agile in order to capitalise on real-time chances to make your business more relevant to changing consumer needs, discussions, or interests.

Two main methods are used to create audience intelligence reports on social consumer segments. These are

  • Interconnected Audience – To generate numerous, specific audience segments, you can upload the social profiles of your business’s main competitors, media brands, and influencers, helping you target your audience for advertising, expand your audience, and find topics of interest inside that network. 
  • Interest-Based Audience – This usually centres more on characteristics or interests based on a social user’s feed rather than on who’s related to whom on social networks. In this case, audience intelligence focuses on groups of people who’ve shown a similar interest. To determine the social consumer segments relevant to that topic, you can gather the user cluster and their related posts by using social media platforms and keyword searches categorised into topics, and, then, run an audience intelligence report.

These data refinement methods can help in the synchronisation and optimisation of your audience-first strategy based on the integration of platform data sources. 

  • Competitor Analysis

Competitor analysis is essential, being part of your keyword intelligence and audience intelligence. SEO platforms will help you gain information on your competitors by:

    • Identifying Your Competitors – Analysing your competitors will allow you to have a better understanding of their business goals, what materials drive visitors to them, and how they position themselves in your sector. 
    • Comparing Content And Rankings – During the analysis, you’ll most likely come across previously unknown rivals who are also ranking for your target keywords, helping you identify all of the businesses and media competing with your content. 
  • Discovering Opportunities To Outrank Competitors – You have the opportunity to outrank your competition by coming up with new ideas and tactics based on the data gathered from examining the competitive market, doing on- and off-page analysis, and studying your competitors’ marketing tactics.

It’s important to understand that you’ll be having competitors in SEO other than your direct competitors. SEO competitors may be indirect competitors, or they may be media brands, publishers, or blogs; regardless, they should, still, be considered direct competitors for obtaining visibility in search results.

How Does Audience Intelligence Benefit SEO?

SEO seeks to optimise the information that your business provides in order to respond to searches that users conduct on the Internet to address their needs. Audience intelligence plays a role in digital marketing—the better you know the target audience, the better you can respond to their search queries. Audience intelligence will help you identify topic your audience is looking for, the types of content they consume, and the words they use when searching. In addition, knowing your audience better will help you generate topics and content that are relevant to your business, while incorporating certain keywords to help your site rank above your competitors. 

Getting relevant people interested in and sharing your materials will greatly benefit your SEO, owing to both backlinks from relevant sites that include links to you in their own content, and publishing on social media networks where links to your website are published.

Does Having An Audience-First Strategy Affect Technical Seo?

Technical SEO, PR and backlinks, and strong content are the three foundations of SEO. You can have better results with focusing on any one of them, but none of them will ever be as efficient as all three together. If you get people to your website because your keywords are excellent and your content is great, but your technical SEO is lacking, it’ll be bad for your site in the long run. 

Poor technical SEO may also reduce the chance of search engines bringing in site visitors. If you have too many redirects, your pages are too slow, or your basic web vitals are improper, your user experience won’t be as good. At the end of the day, the goal of technical SEO is to improve user experience. Still, the basis is technical SEO.

Final Thoughts

As you can see, SEO is a complex process that includes several strategies, tactics, and best practices. Furthermore, as consumer and web user behaviours change, new technologies arise, and search engines update their algorithms, SEO practices are always evolving. Basically, implementing SEO to your business provides users with the best responses to their queries, the types of content they’re looking for, which could be in formats that suit their tastes and needs. Thus, improving ranking in search engines, resulting in more web traffic.

This way, SEO platforms that integrate audience intelligence will help you pull data on consumer information and use them for your SEO strategy. SEO platforms can help you gain audience intelligence by identifying target audiences, keyword research, audience research, and competitor analysis. Your social media platforms should be capable of identifying potential customers, as well as the types of content they consume that are relevant to your industry. In addition, platforms should be able to keep track of keywords that help you generate more relevant content, ranking up your site, thus, improving SEO.