One of the biggest questions you’ll need to answer when you’re developing your SEO content strategy is ‘who is my target audience?’. Without understanding your target audience, your content building, keywords and optimisations won’t deliver the results you were hoping for.
There are three key questions you need to clarify:
Beyond just “families with children” or “men in their 30s-50s”, how else can you define your target audience? What are their needs and desires? What problem are they looking to solve, and what are their obstacles to solving it? Where would they look for information, and what level of understanding do they have of their issue?
This is also called “user intent” or “search intent” – what are they actually wanting to find when they type that combination of keywords into the search bar? What words would they use to describe your product/service or the problem it solves?
What relevant content can your business produce that will add value to your audience’s experience? What questions do they have about their problem? What other ways would they realistically use your product? How can their lives be improved by the insight you can provide?
One way to reach your target audience is with the use of keywords. Keywords will help you create web pages where your target audience can easily find exactly what they are looking for. When Google was young, the algorithm wasn’t so smart. To rank at the top, you just had to use your keywords as many times as you could. Now, keyword stuffing will get you penalised. Instead, it’s all about the way you use your keywords and the quality of your keyword-integrated content.
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