Maximizing Targeted SEO: Putting Consumer Needs in the Driver’s Seat

This article was written by Kenna Smith, a marketing communications intern.

Today, SEO is more than a buzzword; it’s a game-changer. Businesses have been working to get their web pages to the top of search results for years, but a targeted approach to SEO is now more important than ever. The internet itself is rapidly expanding with things like AI-generated content, and consumers expect to find exactly what they’re after in one to two searches.  A good SEO strategy drives results and sets your business apart from the competition. To get you started, let’s cover some of the basics:

What is SEO?

Think of SEO as a secret sauce that makes your website stand out. At a high level, search engines gather and filter the information on your site using the keywords associated with each page. That information is then indexed for answering the questions that users type into search engines. The tricky thing about SEO is online strategies for gaining clicks are constantly changing. You may have to regularly adjust your recipe as your customers’ (and website crawlers’) tastes change. Google has great free tools to help you keep an eye on search trends, like their acclaimed Search Console, which gives you an overview of what users are looking for and where your website stacks up in the listings.

Reading an Audience’s Dashboard

Your audience’s demographics are more than statistics – they give insight into their personalities, preferences, and lifestyles. You can use this data to tailor content that resonates with your audience. Like we mentioned above, consider what your audience searches for and choose keywords to match. This will provide tailored information to the customer (and more clicks for you!) and ensure content is visible, relevant, and shown to the right audience.

For example: Market research shows your target audience is made of sporty consumers who want excitement and adventure. They also want support during the buying process. Based on this, your website’s hyperlinks might include ‘4-Wheel Drive’ and ‘24-hour chat support’ and keywords could target off-roading, storage capacity, and luggage racks. When your customers search for these factors on Google, they will be matched with your site. Customizing your site to meet your target audiences’ needs will outperform generic, auto-generated information every time. Search engines favor high-quality, journey-focused content.

71 percent of consumers expect personalization. They want results that apply to their buying and searching habits, and 76 percent get frustrated when they don’t find what they want. Good rankings in relevance and quality help organic search find and keep a core audience.

Fueling Success

SEO is competitive. The ability to connect with consumers and prospects is invaluable. As you appear more in search results, you’ll start to build strong audience connections. This is true whether you’re revamping your site or rebranding a decade-old name.

Maximizing SEO is an ongoing effort, not a set-and-forget process, because consumer expectations are always changing. They’re driven by a desire for relevant, tailored experiences with one click. Syncing your website and search engine results is the ticket.

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