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SEO is About Audience

By Joe Miller | January 25, 2016

SEO

Before anything else, SEO is about audience.

Courtesy of Rodney Dawson

Principal/Project Coordinator, Great Lakes Tech Solutions, LLC

You want the people you’re marketing to to be able to find you, right? You want the almighty Google Search to list you at at or near the top of a search result, right? So before starting any other SEO (Search Engine Optimization) or website work, before you purchase Keywords, or establish all your tags and titles and subheads or anything else, understanding the nature of your audience is the highest priority.

Ask yourself these questions:

  1. Who are my potential customers?
  2. What are my customers’ demographics — age, gender, education, income, marital/family status and geography?
  3. Why do they want to buy my products and services?
  4. What are their primary needs?
  5. Where will they spend their time online and how might they find me?
  6. When are they shopping or searching online for my products or services?
  7. What other factors might impact their buying decisions?
  8. Does my site content speak to my audience?

Beginning to explore and understand the answers to these questions should lead the rest of your project. Start writing all of it down in order to gain a better understanding of your audience. This will also reveal keywords and phrases that will assist you in optimizing your site for search, as well as assuring that your site contains the information they are searching for.

There are many tools available to gain insight into your audience demographics. Study your website’s analytics data to find out where your visitors originate, how they interact with your site, and other geographic data about them. Review your competitors’ sites and marketing trends to see how they attract and interact with their audience. There is a lot of useful information to be found here.

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Author

Joe Miller

Joe delivers copy, generates concepts, and helps determine strategy. He’s been doing it since 1991 when he started working with a small downtown Cleveland marketing firm. Joe joined the designRoom team as a freelance writer in 1993. He has an annoying knack for finding the core of a problem and the heart of a solution. He also makes the best coffee in the office. In early 2008 he joined the Marketing & Communications team at the Ohio Lottery. While there, Joe led the team that developed and implemented the Lottery’s first-ever social media initiative and crafted the Ohio Policy and Procedures and Terms of Use that guided all the Lottery’s social media involvement. In addition, he created a Winners are Everywhere campaign and managed the creative agency responsible for its implementation. Joe is also a professional musician and educator and occasional composer. He’s the Jazz Trumpet faculty and Jazz Combo conductor at Cleveland State University and has performed all over the world.

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