When you are looking into search engine optimization services the main thing you will be focusing on is getting your website links into SERP’s as much as possible for any relevant searches. We all know that the search engines have a lot of the control over what gets seen and what doesn’t, however we should not forget that the end user is a human person and we should also be targeting their needs as well as the search engines. This is even more important now as the likes of Google are starting to offer personalised searches. If Google is recognising the habits of the user then it is crucial that you as a company are too.
The way to gain a deeper understanding of your target audiences within SEO is to go back to the basics of marketing and look at your segmented audiences. Although a single company can usually define their largest target audience sector, it is very rare for a company to have just one target audience. This is particularly the case when it comes to different types of product or service, as you may have alternative audiences at any one time.
Bearing this in mind, the first thing to do is to identify all your individual audiences and then note which element of your website relates to each one. You may find that some overlap and cater for more than one audience, or you may find that they are quite clearly segmented. Targeting different audiences from one element of your business is trickier to do, but it is not impossible.
Once your customer targets are identified you then need to consider their habits and needs. In a way you are trying to pre-empt what they will search for, what their needs are and what feature of your product or service is most important to them. There are several ways within your web optimisation that you can cater to these needs, all are fairly simple and are things you would be doing anyway; you are just adapting them to be a little more targeted.
Your meta and description tags are very important. These are of course picked up by search engines and although they do not always affect your actual page ranking within SERP’s, they are a strong player in deciding where your site will show up. Once the most crucial keywords for your target audiences have been identified you should ensure these are included in your Meta tags.
This leads us nicely to keywords and phrases. When working on long tail keywords in particular you should ensure that they are tailored specifically for your chosen audiences. Consider the way in which they would search for something and what their top priorities are and build your key phrases around this.
Once you have the user to your site you also need to understand their habits for getting around the site. People will seek out specific pieces of information, so when they link through it should be a smooth process so that their entire journey is easy and relevant.
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Posted by Mike.
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