People search Google for things they wouldn’t ask their friends. And they search for things they would. They’re doing it in the moment, and it’s free, and it gives us insights into our consumer’s lives.

sophie coley brighton seo

Answer the Public was produced by Propeller Net in answer to the tediousness of having to trawl through Google – and they wanted to make keyword research prettier.

Sophie suggests that we should use Answer the Public to help us better understand our audience. Keyword research, yes, but also insights into how people identify themselves. For example, use ATP to look at “skiers are” vs “boarders are” and look at what comes up – this tribal association with each snow sport is an important part of who these people are, and creating content around this can be very powerful.

Another area you can use is the ‘like’ branch to identify influencers, e.g. put in ‘coats’ and you’ll get ‘coats like Kim Kardashian’ etc. Think not just about keywords, but what your PR team could do with this, what your product team can do with this.

Sophie suggests that as SEOs we are gatekeepers to a huge amount of information and we should share it beyond our own teams.

Three tools to use

  1. Audience view by Hitwise – audience understanding
  2. Brandwatch – insight into what your audience is shouting about on social
  3. What Users Do – get commentary on UX

This post is one of 27 in our Brighton SEO 2017 collection

Laura Hampton

PR Director

PR Director at Impression working with colleagues and clients to deliver link acquisition campaigns that support SEO visibility and wider marketing goals. Regular speaker at industry conferences and contributor to industry publications. In my spare time, I jump out of planes.

Laura has specialist knowledge in Digital PR and Content Marketing.

One thought on “Brighton SEO: Sophie Coley – Answering the Public

  1. Jimmy Grout says:

    Thanks for sharing, Laura! I want to add one more keyword tool – it’s Kparser – I like that it gives much more content ideas, because of more search opportunities, I also use sorting and filters. With Kparser it’s easy to expand semantic core.
    What do you think about it?