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"Richard Baxter is the CEO and founder of SEOgadget, a\u00A0creative agency\u00A0specialising in Technical SEO, Conversion Rate Optimisation, Content Creation and Link Building in competitive industries.\r\n\r\n\r\n\r\nSEO is such an exciting, fast moving discipline to keep track of. Frequent algorithm changes in Google\u2019s Organic search results (and indeed, the actual layout of the search results pages themselves) enforce a world where useful, engaging and purposeful content is quite welcome, and\u00A0search engine spam is not.\r\n\r\nGoogle\u2019s\u00A0Penguin update\u00A0has permanently changed the Organic Search Marketing landscape, and in a good way. For years, it was possible to escape from penalty even if a Web marketer was in flagrant disregard of\u00A0Google\u2019s Quality Guidelines, building low quality links to improve their organic traffic without thought for where that link was placed, and who might be reading the page it\u2019s positioned on.\r\n\r\nTake a look at how Google explains \u201CHow Search Works,\u201D and especially how they\u2019re \u201CFighting Spam.\u201D Improving search is written into the DNA of some of the world\u2019s smartest engineers, and frankly, it\u2019s stupidity on anyone else part to think that junk pages like this will fool them for long:\r\n\r\n\r\n\r\nObviously these are quite extreme cases though \u2013 the large majority of SEO people do it right, have high integrity and are gifted, creative marketers.\r\nHyper targeting appropriately\r\nUsing \u201Cguest posting\u201D techniques has its place in the marketing mix, of course, as does simply using more PR orientated outreach to gain your brand, your start-up or your products coverage. But, like all things marketing, getting your targeting right can ensure your efforts are as effective as they possibly can be.\u00A0As a start-up or well established business, the thought of large volumes of perfectly targeted traffic landing on your site after reading a well written, effective piece of content is mouth wateringly exciting.\r\n\r\n\r\nThe concept occurred to me while developing a methodology we use at our agency called\u00A0\u201CReally Targeted Outreach.\u201D\u00A0The principle is based on the idea that people using Twitter can often be profiled by the contents of their freely accessible Bios, and that what they\u2019re sharing is available through the Twitter Search API. This process assists search marketers in shaping their content strategies\u00A0far more confidently.\r\n\r\nHere\u2019s an example. Take a look at 20 of the most popular domains shared by a group of influential people on Twitter who happen to have \u201Cfamily travel\u201D in their Twitter Bios (they\u2019re Family Travel experts \u2013 quite a large space inside the travel vertical):\r\n\r\n\r\n\r\nTo get in front of people with a need for assistance in their family travel plans, you might want to a) get some coverage in these publications; so that your content may be shared by influential people in this space, or b) become one of these popular websites.\r\nTools that can help\r\n\r\nIf you\u2019re a developer, Twitter\u2019s Firehose is a rich and valuable source of data for an analysis of your hyper targeted audience. And with Facebook following a similar path via their\u00A0Public Feed API\u00A0service announcement, an incredibly accurate picture of what\u2019s happening on the Web might be possible in the near future. Of course, that\u2019s provided Facebook\u2019s Public Feed data will be available to more than just a handful of publishers.\r\n\r\nIf you\u2019re less technically focused, but curious as to how you might find ways to use this data for your selves, you\u2019ll need a copy of Martin Hawksey\u2019s\u00A0Twitter Archiving Google Spreadsheet\u00A0(TAGS v5.1).\r\n\r\nYou just need to know the right search query to execute to find tweets from particular groups of people. For that, we\u2019ll need the rather amazing\u00A0Followerwonk:\r\n\r\n\r\n\r\nUsing our Really Targeted principle, we identify influential people and profile them. In the above example, we're looking for CEOs. Working out what websites they\u2019re sharing most frequently is all about how we execute a Twitter search query via TAGS.\r\n\r\nIn this case, if I\u2019d like to see what Biz Stone, Chad Hurley and Dave Morin were sharing on Twitter, I\u2019d use the query:\u00A0Filter:links from:@biz OR from:@Chad_Hurley OR from:@davemorin\r\nHyper targeting is the new SEO\r\nCollecting data to help us understand where our target market might be found, and what sites they\u2019re most engaged with is remarkably simple, requiring only the collation of a number of different data sources and infrastructure to store and really add value to output.\r\n\r\nFrom there it\u2019s really down to our ability to contact the relevant publications with a compelling pitch and a unique enough idea to get that all important first response.\r\n\r\nI think audience hyper targeting is an exciting new field in SEO, and the wonderful thing about the process is if we\u2019re getting those targets exactly right, we can worry less about Google\u2019s search results, and more about the quality of traffic we\u2019re driving to our company websites from third\u00A0party channels."^^<http://www.w3.org/2001/XMLSchema#string>
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