It should be clear by now that a proper SEO strategy can help boost the effectiveness of any website. Being able to get more traffic to your website is always a good idea. But what then? How can you gain insight about why people are visiting your site, and what exactly they’re looking for?
When you learn a bit more about the people who visit your website, you can get the additional knowledge needed to tailor your site to their needs or even to branch out a bit more. Through identifying target markets and the segments within them, as well as the wants and needs of thesesegments, it’s easy to improve your website to better connect with your audience.
Though SEO has historically been thought of as a strategy to increase performance in search engine results, using it in conjunction with audience insight can add to the benefits. Minor details about your audience can give you the guidance to improve your efforts for gaining traffic, building a brand, and even converting visitors to your website – leads – into paying customers.
What is the Purpose of Your SEO Strategy?
An SEO strategy is generally implemented with the purpose of improving a website’s performance in search engine rankings. With so many sites out there, it’s important to know how to make yours stand out.
Business Insider’s Julie Bortnoted said that a study by Netcraft showed 644 million active websites on the Internet. And given that there’s not much room on the first page of modern search engine results pages, it’s understandable that websites have to compete for the top spots.
Search engines work using algorithms. Certain keywords and key phrases used in the right amount can help a website rank higher when someone searches for those same key words and phrases. But while this may help your website get more overall traffic, it’s just as important to know what that traffic is doing when they get to your site.
A Closer Look at the Traffic
While SEO can help your website gain a better chance of getting found in the first place, that’s not always the end goal of a site owner. In fact, most people that implement an SEO strategy for their website do so because they want to achieve one or more of the following goals:
- Build a Brand: More than just a logo, a brand is how you and your customers define your business. And like it or not, these days your online presence and reputation are part of your brand.
- Generate Revenue: Websites can generate revenue through advertising campaigns or e-commerce transactions.
- Create Competitive Advantage: Well-optimized web content can help any organization stand out among the competition.
But for important goals like these, it takes more than just getting traffic to your website to succeed. In order to make sure that your website actually meets the needs of those who find it, you need to know what they’re looking for. While it may not be possible to have the perfect solution for everyone, you can get pretty close by analyzing your audience and gaining insight about them.
Understanding the Importance of Audience Insights
Standing out in the market means knowing your target audience. It’s less about finding something that can appeal to everyone, and instead playing to your strengths by finding out who is interested in what you have to offer.
Once you get a better understanding your audience, you can continue to tailor your website and SEO strategy to their preferences. From a functional standpoint, this allows you to play to your strengths by helping your site get discovered – and by providing valuable information about those who have discovered it.
Audience insights can also allow you to see which potential markets may be a bit underpromoted to, and allow you to shift efforts accordingly. Depending on the predominant characteristics among viewers of your website, it may be easy to see what direction you should take things in.
Analyzing Different Segments of Your Audience
For any given audience that you pull in with a specific SEO strategy, there may be multiple audience segments you can cater to. Analyzing your site traffic for patterns may help provide you with the insight needed to better your efforts.
For example, if you find that an insight report indicates your traffic is predominantly middle-aged individuals, you can tailor your marketing message accordingly. The same could be said of other common traits you may observe in your audience including:
- Job Sector
- Buying Habits
It’s easy to see how this could come in handy. It’s also easy to see why SEO techniques go so well with audience insight analyzation.
How SEO and Audience Insights Work Together
A proper SEO strategy can provide the type of improved traffic that any website owner wants. And this larger amount of traffic allows you to use audience insight reports. Tim Allen, a writer for Moz, notes that popular sites like Facebook utilize audience insights to help site owners understand their viewers a bit better. However, if a person’s audience is too small they may not be able to use these features.
Likewise, a proper understanding of your audience can help you improve your SEO strategy. For example, a website may be dedicated to selling a new type of computer software. They may find from audience insight reports that most of the users visiting their site and buying their product are young adults. They could then tailor their SEO approach to continue appealing to this demographic.
An Audience-Focused Approach to Content
Whether you’re looking to generate sales or simply gain followers online, the way you optimize your content is extremely important. Modern content creators who enjoy continued online success do so by taking a user-centric approach to their marketing efforts. Since content is about appealing to the viewer, understanding that viewer can give creators a tremendous advantage. And just like SEO tools are in greater supply now than before, audience insight reporting tools are becoming more popular as well.
Casey Weisbach is the President and Founder at 1 Source Media Group
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