Before cosine and fan-out, there is audience

My BrightonSEO April 2026 talk exploring how audience research — from Trustpilot sentiment analysis to Reddit topic crunching — drove real results across SEO, paid media, and UX.

Transcript

1. Before cosine and fan-out, there is audience Emina Demiri-Watson HEAD OF DIGITAL MARKETING, VIXEN DIGITAL https://www.linkedin.com/in/emina-demiri/ Speakerdeck.com/emina
2. There's a word sitting in a client's top nav right now. #brightonSEO
3. Their whole team uses it. #brightonSEO
4. Their audience has never heard of it. #brightonSEO
5. Barely anybody clicks… And, then the word is swapped… #brightonSEO
6. In three weeks! 64% Increase In Revenue 567% Increase In Key Events 160 New vs 24 New Users
7. But first a story about toilets… #brightonSEO
8. #brightonSEO
9. #brightonSEO
10. The Expert Assumption Benefits of sanitation are obvious! #brightonSEO
11. The Audience Reality Far more hygienic in the open! #brightonSEO
12. #brightonSEO
13. Understand the local community Their behaviors, motivations & pain points #brightonSEO
14. Detect Emotional Triggers To change behaviours "we are eating one another's s***" #brightonSEO
15. #brightonSEO Three research tools. One analytics layer.
16. Trustpilot Review Classifier #brightonSEO
17. Google Cloud NLP entity analysis MLforSEO script VADER + NLTK sentiment analysis #brightonSEO
18. Entity mentioned, in what context, with what sentiment and under which predefined topic(s)
19. Topics
20. Entities
21. Reddit Topic Cruncher #brightonSEO
22. Python Reddit API BERTopic Topics - unsupervised #brightonSEO
23. Reddit + Metadata+ topics.csv + Embedding + semantic similarity matching Taxonomy-guided #brightonSEO
24. Also Asked Sentiment Analyser #brightonSEO
25. Understand Questions #brightonSEO
26. AlsoAsked API+VADER+ CSV export + charts But Also Sentiment #brightonSEO
27. Best office chairs for…
28. Analytics layer #brightonSEO
29. Mission Business Objectives Marketing Objectives Primary KPIs Secondary Metrics Segments
30. #brightonSEO
31. #brightonSEO GA4 + Contentsqu are (Hotjar)
32. #brightonSEO How it all applies
33. Let’s build those damn toilets!
34. Clustering URLs and finding topic gaps #brightonSEO
35. 2nd stage - reframe! #brightonSEO Reddit Back pain sentiment!
36. Spot what’s there but also missing!? #brightonSEO Neurodiversity Enablement ✅ ❌
37. Paid media copy #brightonSEO
38. Wireframing #brightonSEO Operational Advocacy
39. Some results… #brightonSEO
41. From: what is this? #brightonSEO Enablement!? ❌
42. To: I need this! #brightonSEO Neurodiversity ✅
43. #brightonSEO 64% Increase In Revenue 567% Increase In Key Events 160 New vs 24 New Users
44. Meta 164% Increase In Revenue 44% Decrease In CPC #brightonSEO
45. Google Ads 110% Increase In ROAS 8% Decrease In Cost 92% Increase In Revenue #brightonSEO
46. SEO 26% Increase In Eng. Rate #brightonSEO
47. 26% Decrease In Sessions But… #brightonSEO
48. 52% increase In Revenue! #brightonSEO
49. Yes, it’s all shifting… #brightonSEO
50. Before shiny things, remember the fundamentals… #brightonSEO
51. Understanding Your Audience! #brightonSEO
52. Before I close…some promo
53. emina@vixendigital.com /emina-demiri/ @eminadw.bsky.social Thank You