Don't catch seaweed with your SEO content.
How Knowing Your Audience is an SEO Strategy
You can choose and promote keywords all you want.
You can integrate keyphrases and tags and link building strategies galore.
But if you don’t know your audience, you are casting a wide net for fish — and although you might catch some, will they be large? Will they be edible? Catching the wrong fish (or simply a bunch of seaweed) isn’t exactly an efficient SEO strategy.
Before you develop an SEO plan and write keyword-rich content for your business, consider the following questions:
Who are your customers? Have some understanding of demographics, and take that a step further into personas. Then you can imagine yourself writing for a person — which is always a good thing.
What are their burning needs? If you know what customers need (or what they think they need), you’ll be more likely to understand what they’re actually searching for.
What do they call things? If you’re a technology company whose end-user is an educator, they are searching Google for different things than if your client were an IT director. Use their language, and convert better.
How do they think about things? If you’ve had conversations with your best customers, you’ll have some idea of the psychology that drives them. Do they see the world through the lens of quick fixes, or deep dives and details?
These questions will help inform audience-focused keyword targeting to determine the most relevant and effective keywords for your SEO strategy. It will also help you tap into consumer intent (your target customer’s intent behind a search query), so that you can optimize your content to their specific needs. When your content aligns with their needs and expectations, engagement will be higher.
Imagine trying to sell someone a car, without knowing anything about their daily routine, their preferences or their personality.
Imagine trying to help someone plan a trip without knowing what they enjoy.
When it comes to a keyword strategy, targeting is powerful — because SEO success is not just about people finding your landing pages and clicking on links. It’s about getting qualified ones to do so! That’s how we facilitate click-throughs that create conversions and sales.
At RSO Consulting, we don’t just want to help you get traffic. We want to help you get customers. That’s what our targeted discovery is all about. We don’t just look at what you’ve done, what your competitors are doing, and what makes sense for you moving forward. We look at your offerings and your ideal customers — and we find what connects them. Then we enliven that in our SEO marketing strategy.
Need an SEO agency who gets to know your audience?
