Step 4.4: Demographics & Target Audience
Advanced SEO Concepts
This aspect of SEO is a lot less frequented, here we look at the demographics that comprise your target audience.
As we’ve already mentioned, the user is the source of revenue, traffic and their needs are paramount in most cases. This feature of SEO provides some mechanisms for defining and targeting our audience more effectively.
Understanding your target audience allows you to meet their needs, create touch points in the conversion funnel, and improve the user journey. These are often more the purview of creative strategies, content strategies and multi-channel marketing strategies.
We often create ‘personas’ in SEO to represent the demographics of our target audience. These are given attributes or behaviours that define them and should be informed by data or research.
We can then create conversion funnels or touch points for each persona. We use this to inform our content and keyword strategy as well as our backlink strategy to a lesser degree.