3 Steps to Define Your Target Audience for Your SEO Program

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  • March 29, 2022
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3 Steps to Define Your Target Audience for Your SEO Program

  • SEO
  • March 29, 2022
Target Audience for Your SEO Program

Do you know your audience? & we are going to tell you about Target Audience for Your SEO Program Like, really know your audience? Many businesses have a vague idea of their target audience for Your SEO Program and what they want but haven’t taken the time to do the research.

In this article, I’ll explain why defining your target audience is essential and how to figure out who they are and what they want.

Why Understanding Your Target Audience Is Important to SEO

Of late, there has been talking that personal identification is a waste of time. Personal identification has been in marketing for decades, long before digital. It is an integral part of marketing, even if it is not labelled correctly.

Let’s use an example: fishing. If you want to catch fish, you need two things: the bait your fish is eating, and you need to fish where the fish are. A proper personal identification gives you both. You may think it is unimportant, but you do not have fish for dinner.

When your target audience searches for what you offer using a search engine, you want your website to appear in the search results. It would help if you had the right bait and put it where your fish could see it. To me, this is obvious.

Without knowing what your target audience is searching for, you have less chance of doing so. And, when they get to your website, if you don’t have the right content that resonates with them, it can negatively impact your conversions.

Who Is My Audience and What Do They Want?

Here are three steps you can take to get to the heart of the question: Who is my audience, and what do they want?

  1. Demographics

Build a profile of your target audience for Your SEO Program (and you may have more than one) by exploring the following data points.

If you’re targeting a consumer:

  • Gender can impact buying patterns.
  • Age can influence purchasing decisions.
  • Location of where they inform your marketing strategy.
  • Marital status can affect your audience’s priorities.
  • Education level can help you communicate better with them.
  • Occupation information helps you with more targeted marketing.
  • Income enables you to understand what level of investment they may be willing to make.
  • Beliefs help you better understand what matters to them.
  • Lifestyle is another way to understand and target your audience with relevant messaging.

If you’re targeting a business:

  • Industry
  • Products or services
  • Annual revenue
  • Company age
  • Location
  • Number of employees
  • Key decision-makers within the company (roles)

Even when a business is your target audience, there are specific roles within that company you will be targeting (like a consumer). So getting to the heart of those decision-makers will be necessary. (More on that later.)

There are several ways you can gather market research like this. There are companies out there that exist that only do this type of thing.

There is also your Google Analytics account, which can give you critical data about the audience already coming to your website.

Using the Universal Analytics version of Google Analytics, the audience reports can show you everything from demographics and interests to location, devices used and more.

Target Audience for Your SEO Program

  1. Keywords

Search engines are usually the starting point for people to discover and consider products, brands or services. According to Forrester Consulting Research:

  • Seventy-one percent use search engines as a starting point for searches.
  • Seventy-four per cent use search engines for views/purchases.

Target Audience for Your SEO Program

Keywords are search queries that your target audience uses in search engines to find what they are looking for.

You need to know what those search queries are to build content for your website around them. It helps search engines determine whether your website is a relevant match for your target audience.

Without this critical step of knowing what your audience wants, your website may never get a chance to be found.

For more information, see:

  • What are keywords?
  • How to do Keyword Research for SEO
  1. Interview

One of the best ways to get to know your target audience is to take a sample and interview them. This can be by web survey or by phone.

Be sure to get a sample representing all of your target customers so that it can vary by product or service. Then, formulate questions that can help you come to your mind.

The Buyer Personality Institute recommends asking questions like:

  • Why do they decide to buy or sign up for your product, service, or solution?
  • How do they evaluate their options before deciding to purchase or sign up?
  • What stops them from buying or signing up?
  • What result do they expect from purchasing or signing up for your product, service or other solution?

You can also gain insight by better understanding their behaviour online, such as:

  • Which publications do they read?
  • Which websites do they frequent?
  • Who do they follow on social media?
  • What are their active social media profiles?

Other qualitative research you might consider: Use a sample of your Target Audience for Your SEO Program to provide feedback on your website experience. There are companies out there that can help you do this type of research.

For example, you can find out that:

  • Your website is easily navigable (can people quickly find the things they need?)
  • The information on your website is useful
  • The site is easy to access from any device
  • They are pleased with the customer service options

Next, make your personal

Once you have gathered the necessary data on your target audience using some or all of the research steps outlined in this article, it is time to create a personal profile. You will have one of these for each type of person you are targeting.

A personality is a model for your target audience. When you create content and other SEO campaigns, you will refer to it frequently to make sure what you are doing is relevant to that archetype.

There are many different ways to create an authentic personal profile. Still, it’s usually a document that can be one page (or more) and summarises the data you’ve discovered in the research.

Google “personality profile examples”, and you’ll find many ideas on how to put one together visually.

Your target audience and their journey matter in SEO

SEO is a part of the customer journey.

A customer journey, also known as a buyer journey or consumer decision journey, is the steps a person takes on their way to decide to purchase a product, sign up for a service, or convert to something else.

Of course, as people move through the customer journey, behavioural intent may change. Most people start with an informational purpose, then move through their research and investigation phases before reaching the point when they are ready to buy (transactional intent phase).

Behavioural intent categories should complement, not replace, your understanding of your personality. Knowing your audience is the first step in making sure your SEO efforts are on target so that you can drive in the right organic search traffic and convert your visitors.

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