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LORN - UPSIDE DOWN COPS 4 min For 20 years, step one of SEO was the same: open a keyword tool, find volume, chase it. I don't start there anymore, and the order is now worth billions. In this video, I break down Audience-First SEO, the strategy the head of my SEO team, Nikki Lam, built. I show you why we ignored a segment with 2.7 million monthly searches, the three moves you can run yourself, and the real numbers from a program where the client's highest value segment beat its entire previous year of organic leads in six months. This is the same process my agency runs for brands as search fragments across Google, AI answers, and social. If you are growing traffic every month but the wrong people keep showing up, this is where to start. You will learn: — Why a segment with 2.7 million searches was worth less than one 12 times smaller — How to rank segments by search demand, ranking difficulty, and business value — The three moves: define the audience, size the market by segment, run your gap analysis against the audience — How the same audience map multiplies your digital PR Chapters: 00:00 — Introduction 00:40 — Chapter 1: SEO Has Been Organized Backwards 02:15 — Chapter 2: Here's What Audience-First SEO Looks Like When It's Working 04:03 — Chapter 3: The Three Moves to Apply It 05:59 — Chapter 4: Turning Your Audience Map Into PR We work with brands navigating exactly this shift. Learn more about what we do at npdigital.com.
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