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, simply focusing on keywords and topics may not be enough to really stand out and connect with your target audience.

Join me at HubSpot’s Rory Hope at the SEJ Showcase to discuss incorporating real audience data into your SEO strategies to go beyond the basics of important terms and topics.

Learn how to integrate audience intelligence and social listening data into keyword strategies to understand SEO personality. You will be able to plan more relevant and engaging content and digital PR (link building) campaigns to achieve better results.

Many SEOs I know sometimes struggle with integration into broader marketing. I think one of the worst enemies of SEO is being in a silo where people see the SEO’s role as purely keyword or having a voice and has no say in the broader content strategy in strategic discussions. I think SEO can start to bring in social data to support thinking about why we post content, to help keyword performance by allocating it entirely to the topic of the keywords, and then building from there and saying we’re listening to these posts and these influences because we’ve seen that these sites Topics categorize the keywords we want to target. – Rory Hope, 27:53

Social is great because we’re looking at the pillars of digital marketing — email marketing, social media, market research, organic on-page search, the ability to use personality, it’s not necessarily integrated into what I would call traditional keyword research. A lot of tools now have things like intent, which helps, but what the persona looks like, what the buyer looks like, who the buyer is when they’re searching for something, and what terms they use that other people might be using don’t define and filter better in Google. – Lauren Baker, 7:17

In the SEO sense, we lose the opportunity to go back to the audience and understand the personality. So I think audience intelligence tools have a real place on the table within the SEO toolkit. – Rory Hope 26:07

[00:00] – About Rory
[04:18] – What is Hubspot’s Hustle?
[08:01] The importance of social data in search engine optimization.
[20:26] Key benefits of linkage opportunities.
[32:28] – How social data might work from the agency’s point of view.
[36:15] – Tips for teams scattered around the world.
[38:23] – What does C3PO mean.

Mentioned sources:


Let’s look at that so what you need to think about here is I like to call it audience first SEO. Until you know basic class research, your foundation studies remain the same. You conduct keyword research, group keywords into topics, subtopics, analyze intent, and build a keyword targeting chart. I think it’s important to know that. However, you can use social data to improve your SEO strategy by integrating data sources from audience intelligence tools. – Rory Hope 11:04

So I’m going to re-evaluate what will allow you to use social insights and social listening for influences that you trust your SEO personas looking for keyword topics you want to rank for that interact with you regularly to improve your SEO topic form content strategy. After that, you can continue to add relevant thought leadership content so that it never becomes outdated. – Rory Hope, 19:57

It all comes down to the essence of marketing. Understand your audience, understand the sociology behind everything they do, what they talk about, why they talk about it, and identify those trends that you feel are lost in SEO. We are keyword heavy; Everything else, like identifying those trends, isn’t necessarily a part of it. – Lauren Baker 24:04

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Rory Hope is an SEO expert and growth marketer who is an expert in digital marketing strategy and leadership. Rory is Head of Content SEO at HubSpot. Leads the Content SEO team, drives their strategy, and oversees organic growth.

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

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