SEO might be one of the most effective digital marketing channels available today. But its best practices are still evolving. As a result, you shouldn’t be surprised that different marketers and agencies have varying strategies.
Marketers and SEO professionals often prioritize content because it helps with on-page SEO. Similarly, they’re too focused on technical and off-page SEO, like link-building, that they lose sight of what’s important. While these factors are important for SEO efforts, content alone won’t help your client build brand identity or increase sales.
Marketers and businesses understand SEO is important because it’s an effective way to acquire new customers. In addition, over 50 percent of the internet’s traffic originates from organic search. As a result, it’s understandable that businesses want to rank well in SERPs because it’ll help them get more visibility. However, consider other factors when devising an SEO strategy for clients.
Let’s assume your client operates an online store that sells baby clothing and items. Who is their target audience? You could perform SEO activities for your client and generate significant traffic. But an audit could show that your client’s website is primarily attracting senior citizens and teenagers. Do you think these demographics will boost your client’s brand visibility or increase their sales? The answer is likely not.
Target audience research is crucial for SEO efforts. Your client could have the best content written by experts in their respective fields. However, the content won’t mean much if it doesn’t resonate with their target audience.
Knowing their target audience is crucial for businesses because it allows them to create a well-documented SEO strategy instead of shooting blindly and hoping for success.
More importantly, it allows them to create ideal buyer personas to identify their target audience and focus on attracting these types of customers. Target audience research is also crucial because it undoubtedly affects how businesses tailor their marketing strategies to appeal to their primary demographics’.
For instance, a brand catering to 20-something men will utilize a different marketing approach and messaging than a brand catering to middle-aged women. Such statements are also true for SEO because the former will have different search queries with unique keywords than the latter. As a result, target audience research won’t only affect the overall SEO strategy. It’ll also affect smaller aspects like keyword research, content strategy, etc.
If your agency is having difficulty finding the ideal target audience for clients and developing a well-thought-out strategy, consider getting white label SEO services from Rocket Driver. Established in 2011, Rocket Driver is a leading white label SEO agency. The white label digital marketing agency has helped countless agencies with innovative and unique digital marketing solutions.
Audience research affects keyword research and content strategy
As previously mentioned, most marketers and SEO professionals become too concerned with content as part of their SEO strategy. But that doesn’t mean that content isn’t an essential part of it.
Keyword research is important for marketers and businesses because it allows them to target their ideal audience. But it’s a conundrum because you cannot utilize the correct keywords without knowing your client’s target audience.
Ask any marketer worth their salt, and they’ll tell you the worst thing you can do is try to market to everyone. Marketing to everyone means you’re marketing to no one. As a result, you must identify your client’s target audience. It’ll help you proceed and create the right on-page SEO and content marketing strategy.
Let’s assume your client sells sneakers online. They have a wide selection of Air Jordans and Kobes. You’ll want to use the right keywords to help your client sell more sneakers. Generic keywords like “shoes for sale” or “sneakers for sale” might have high volume, but they won’t help your client rank well in SERPs. Instead, you’ll want more specific keywords that allow your client to rank high in SERPs while still targeting their ideal audience. For instance, specific keywords like “pre-owned Air Jordan 3 for sale” could help your client target their ideal customer, who might be a young male between 16 and 34.
Target audience research will help increase audience engagement
Getting organic search traffic is great. But it doesn’t matter if your client’s audience isn’t engaged because they don’t care what your client has to say or sell.
Such traffic can negatively affect your client’s business because these users will leave your client’s website quickly, increasing bounce rates. High bounce rates can cause search engines to lower your client’s placement in SERPs.
A crucial factor search engines use when ranking websites is dwell time. Dwell times are higher when the audience is more engaged with your client’s content. Such instances can only occur if you’re attracting the right audience to your client’s website and their content resonates with their target audience.
Hence, target audience research continues to prove beneficial even after you’ve redirected customers to your client’s website. Similarly, the right content and copy are also crucial. If your agency needs help providing better content and copy for clients, consider getting white label content and copywriting services from Rocket Driver.
Engaged audiences are more loyal
Engaged audiences are also more likely to be loyal to your client’s brand because they’ll resonate with your client’s content. They’ll find your client’s content helpful and informative, prompting them to return.
Loyal customers make more purchases
It’s also important to understand loyal customers are more likely to purchase your client’s products and services than new people stumbling across your client’s website from Google. Research shows loyal customers buy products and services from their preferred brands more often. In addition, they’re also more likely to make repeat purchases.
Furthermore, loyal customers will help your client’s business by spreading the word. They’ll recommend your client’s services to friends and family, helping cultivate brand awareness.
Get Started with Rocket Driver
Target audience research is crucial for SEO efforts. If your agency requires help identifying the ideal target audience for clients and devising SEO strategies accordingly, consider outsourcing white label SEO services to Rocket Driver.
Agencies can book a free one-on-one demo with Tom Lombardi, one of the founding partners. The demo will demonstrate how Rocket Driver can help your agency scale to unprecedented heights with its unique and innovative solutions and strategies.