Data-Led Link Building: Audience Segmentation & Analysis
Columnist Chris Liversidge explains how to use data to determine where and how to focus link-building efforts.
Link building remains the bedrock upon which long-term SEO success is built. Effectively using the wealth of data available to search marketers these days is the key to ensuring your inbound strategy beats the competition.
Let’s take a look at a few tools and data points you can use to ensure you are one step ahead in your SEO campaign. I’m particularly interested in tools that drive actionable insights over and above simply benchmarking your current performance.
Identifying High Share Audiences
At its heart, a good inbound campaign prioritizes content that is easier to outreach to its target audience. One of the best ways to ensure this with your campaign is to find and target audiences that are highly active on social channels.
BuzzSumo is a great tool for this type of analysis, as it compiles relevant metrics from the most valuable social channels and has an excellent API so you can further enhance its data. It’s also a great starting point, as its data is organized to return best-performing content — from a social perspective — by search term.
This organizational structure means you can stream BuzzSumo into your workflow at the keyphrase level. This is especially useful for tying insights derived from the tool to underperforming or strategically important search terms. In essence, the driving force for where your audience targets come from is tightly related to your overall SEO (and, if you are running an integrated campaign, PPC) keyphrase strategy.