Predictive SEO and how to use Reddit, BigQuery and Seasonality

Transcript

1. Predictive SEO: Wiring Reddit, GSC Impressions and BigQuery into an Opportunity Engine Radina Ivanova Hallam
2. A little bit about me ➔ 11 yearsʼ experience in the industry 🕰 ➔ Organic Search Lead at Hallam 🤓 ➔ First time speaker at Brighton SEO 🐦 ➔ Amateur Astronomer 🔭 ➔ Recent Sourdough Baker 󰟷
3. Research is getting more complex
4. Whatʼs missing from the keyword research process today?
5. The 7 Phases of the Search Demand Lifecycle: Going Beyond Search Volume Ahrefs 1. Intro stage 2. Surge & peak 3. Sustained growth 4. Plateau 5. Resurgence / seasonality 6. Decline 7. Niche survival or extinction
6. The 7 Phases of the Search Demand Lifecycle: Going Beyond Search Volume Ahrefs 1. Intro stage 2. Surge & peak 3. Sustained growth 4. Plateau 5. Resurgence / seasonality 6. Decline 7. Niche survival or extinction
7. GSC & BigQuery Focused on first party data Unlock content opportunities Reddit Focused on audience insights Seasonality & Industry News Focused on your industry
8. GSC & BigQuery
9. Google Search Console GSC to BigQuery Export Max keyword rows 1,000 UI) to 25,000 API Unlimited Millions of rows supported) Data granularity Aggregated by day/property/filters Raw daily records per device, country, and page Long tail visibility Restricted / Truncated Fully exposed
10. New trends begin with small impressions
11. New trends begin with small impressions
12. New trends begin with small impressions
13. Keyword impression change between March 2026 and July 2026 Dark mode View as table Each bubble is one keyword. Position compares its daily-average impressions in two full months; bubble size is total impressions across all six months; color shows the size of the change. Points above the dashed line grew from March to July. o change (July = March) 50 competitor benchmarking matrix competitive data market intelligence data competitive comparison matrix market intelligence research - 2026 July ) • daily-average scale)| (log impressions - competitive analysis chart competitor analysis chart competitive landscape mapping 50
14. reddit
15. Can Reddit show you topics that donʼt register search volume on mainstream tools?
21. = Overview: silverstone ticket type Updated a few seconds ago • Update Keyword Difficulty e Search volume = Overview: regulatory changes multiple jurisdictions Updated a few seconds ago • Update Keyword Difficulty O Search volume 0-10 Easy Very few ref. domains to rank in top 10 100 Trend not available
22. = Overview: silverstone ticket type Updated a few seconds ago • Update Keyword Difficulty e Search volume 0 = Overview: regulatory changes multiple jurisdictions Updated a few seconds ago • Update Keyword Diff = Overview: microsoft purview deployment First seen 17 Oct 2023 • Updated a few seconds ago • Keyword Difficulty② Search volume O 0-10 Growth • • Forecast A Ve 2 Easy ~3 ref. domains to rank in top 10 Sep 2025 100 Clicks N/A • CPC N/A • CPS N/A Mobile • • Desktop • Web a • Image a • Video a • News Sep
23. Create alerts for your priority topics and get audience insights straight into your inox. https://f5bot.com/
24. Industry News 🔎
25. ➔ Whatʼs new in your industry? ➔ What will your audience be looking for? ➔ What could be hinting at future demand regulation changes, investor funding, product launches?
26. How can you stay on top of all the information?
27. Tool / Platform How it helps ➔ Google Alerts ➔ Social Listening Automated Workflows Sends email or RSS updates whenever a specific brand name, executive, or industry keyword is mentioned online. Google Trends ➔ Tracks real-time discussions, hashtags, and sentiment regarding your industry across platforms. ➔ Connects your RSS feed to team tools. You can set a rule to automatically push breaking industry news containing a specific keyword directly into a dedicated Slack or Microsoft Teams channel.
28. Know your industry.
29. ➔ This page has been the best performing informational content of 2025. ➔ It continues to drive traffic in 2026. ➔ It continues to contribute to revenue.
30. Seasonality
31. Average search volume for 'Christmas Shopping' terms in the UK
32. Average search volume for 'Mother's Day Gifts' terms in the UK 29%5 2023 2025 2 0%
33. Average search volume for 'Villa Holidays' terms in the UK 2024 2024 D e c ca n 2024 2025 202. 2025 2A0p25r 2023 Jun 2 025 Jul 2025 2 0 % 2Sep 025 Oct 2025 Nov 2025 Dec 2025 Jan 2026 Feb 2026 2026 Apr 2026 2026 2026 2026 Aug 2026
34. March and September have higher interest than other months.
35. Average search volume for 'Property Asset Management' terms in the UK 2024 2024 2024 2025 2025 2025 2025 202 2025 2055 2023 225 2025 225 2025 2026 2028 2026 2026 226 2026 220
36. Season / Period Market Behaviour Strategic kick off Q1 (Jan - March) New budgets approved, early stage research Evaluation Peak Q2 (April - June) Q3 (Jul - Sept) Buying groups narrow down vendors Summer slowdown Research may continue The Crunch Q4 (Oct - Dec) Decision phase peaks as buyers looks to deploy remaining fiscal budget
37. What does this mean to for your Organic Search strategy?
38. Core Focus Define your seasonal peaks Create content 3 / 4 months in advance Use slow months wisely Key Actions ➔ ➔ ➔ ➔ ➔ Keyword research First party data - GSC, GA4, CRM Customer sales data Fiscal year Lead times ➔ ➔ ➔ ➔ Deploy evergreen pages Build seasonal URLs Audit seasonalt assets Update internal linking ➔ ➔ ➔ ➔ Brand nurturing / awareness Long tail content Audit your top performing pages and update them Audit your competitors’ peaks and troughs in traffic.
39. Category Entry Points
40. CEP lend themselves very well to AI Search
41. Wrapping up
42. Sneak a peek into AI prompts 👀 "Our market positioning decisions feel uncertain because we can't connect what happens in the buying journey to why we win or lose against specific competitors."
43. GSC & BigQuery ➔ ➔ Trends start with small impressions Look for the long-tail, conversational content Reddit ➔ ➔ Monitor the most relevant Subreddits for your brand Sign up for Reddit alerts Industry News ➔ Google Alerts ➔ Google Trends ➔ Social listening ➔ Automated workflows CEP ➔ Situational content ➔ The 7W Framework for finding your CEPs - Why, When, Where, While, With whom, With what, How feeling
44. Thank you!
45. Say Hi! Radina Ivanova