By John Lincoln
It’s too often the case that SEOs ignore market segmentation. Instead, they opt to reach people based on keyword interests. In this article, we’ll go over the concept of personas and explain how they’re an important part of your SEO strategy.
Although that strategy will sometimes work, the fact is that there are people in multiple market segments who can be attracted to the same keyword. Sometimes, SEOs get around that (at least to some degree) by including negative keywords in their AdWords ads.
It’s not yet possible to include negative keywords in organic SEO, though. That’s why it’s important to go beyond restricting your target audience based solely on keywords and opt for personas as well.
What Are Personas?
Watch a short video.
Learn more in this infographic.
Personas are descriptions of people who make up a part of your target market. A typical persona includes demographic information, interests, and current business or personal needs.
For example: Sue is a middle-aged married woman who lives in the suburbs. She’s part of a two-income household with older children and finds that she doesn’t have a whole lot of free time for housework. She’s looking for somebody to help clean the house at least once a week.
That’s a great example of a persona for a local cleaning business. Incidentally, personas apply to local SEO just as they would to any other type of SEO.
Personas are a great way to break your market down into various segments. Then, you can apply a different marketing strategy suitable for each segment.
For example, somebody else interested in cleaning services might be a landlord (let’s call him Bob) who owns numerous houses that he rents on a weekly basis. After a tenant leaves, he needs somebody to clean the house.
Clearly, the marketing strategy to reach Bob is different than the strategy to reach Sue mentioned above.
That’s why you would create personas for each one of them and follow a different marketing strategy for each persona.
What Does This Have to Do With SEO?
At this point, you might be asking yourself: “What does all this talk about market segments have to do with SEO? Isn’t that more suited to on-page conversion rate optimization?”
You start with market segmentation before you even begin your marketing strategy. That includes your content marketing strategy.
Here’s the important part: if you know your market segment, then you can craft a content strategy that’s designed to reach that segment. That means for each article you’d create a title, meta description, and actual content designed to influence a specific persona within a market segment.
Your keyword research would also be driven by the personas you’ve identified. More on this in a bit.
Once you’ve created your persona-specific content, you can pull out all your neat SEO tools to rank it. People in the segment who see it will likely respond positively.
Learn about personas and the customer journey.
Getting back to the examples above, if you run a cleaning Go to the full article.
Source:: Business 2 Community