To ensure you are getting the most from your SEO (Search Engine Optimization) efforts it is vital that you design your website for the group of people you are trying to reach (your target audience).
What factors define your Target Audience?
- Their age group
- Their nationality
- Their special interests
- Their income level
Speak the same language as your Target Audience
Do you know the language your target audience is speaking? What I mean here is often companies get caught up in using industry jargon; words that mean nothing to the average everyday person. It is important to use the words that your target audience is using and understands via your website and other online marketing communications to ensure you reach your buyers. If they don’t understand what you are talking about why would they buy from you, use your services, or even listen to you. Makes sense right? All you have to do is think about how frustrated you are when you are searching for something online and when you find it what you see is almost like reading a foreign language. You think… “What the heck are they talking about?” You don’t want your users to feel dumb… so dumb it down please… keep it simple.
Figuring out the best Keywords
To figure out what language your customers are using…. ask them. It’s just that simple; ask them what words and terms they use to describe the products or services you offer your clients. If asking them is out of the question, then try the Google Keyword Tool to help you figure out the best choices for your target audience. Go through the lists and determine which are the best keyword terms and phrases that match your company and your customers. You may find you are missing out on many terms and phrases users are searching to find companies like yours.
Knowing your Target Audience
Knowing your Target Audience will also allow you to communicate with them where they are. What does this mean? Basically if your customers spend a great deal of time on social media platforms (Facebook, Twitter, LinkedIn, Foursquare) you need to be there as well. If they like gaming, golf, a specific tv show… that is where you need to market your customers. You also need to talk about their interests.
It is also important to understand what your audience likes to determine the best design for your website. For instance my company focuses its efforts on online branding, social media marketing, web design, website usability, and graphic design… Therefore creating a website that looks like a legal site probably would not fit the presence my demographic would expect my company to have. It is important to design your website around the expectations of your target audience. If you aren’t sure what they expect do a search online for companies that are in your industry. Check out the top ten organic listings (non paid search results) and see how their websites are designed and then take this into consideration for your own. If these companies come up in the top 10 in a web search they are on top of their Internet Marketing “A” Game so take heed.
It is important to study your competition but don’t try to copy them. Your users will notice and it could possibly turn them off. Use what you have learned from your competition and keep your website and it’s content original. Yes this can be hard… but be sure not to copy… no one likes a copycat. Improve upon what you have researched and make it better, always keeping your end users in mind.
This is just the basics of SEO but it is the first step toward getting your company in the top 10 search engine results when users begin searching for your company online.Tami Highbaugh-Abdullah Creative Marketing Director Aries – Graphic Design & Internet Marketing
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