Target Content to Your Specific Audiences

by Michael Stearns from HEROweb on May 9, 2014

The last HEROweb Marketing Bite showed you how to leverage Google Analytics’ demographic reporting to see what kind of audience is visiting your site. This week we’re recommending that you make sure you target your content to engage with the different audiences your website is attracting.

Google and Bing are constantly refining their algorithms to produce the best, most relevant search results. (For reference check out our article on the last major Google update, Google Hummingbird.) Searching for “buy shoes” and “how to buy shoes” returns very different results. This is because the search engines recognize that someone searching for “buy shoes” is looking to make a purchase, whereas someone searching for “how to buy shoes” is likely seeking information on the process of making a purchase, but is less likely to be at the stage of actually buying anything.

With this in mind, it’s important that your content targets more than just important keywords, but also targets the different kinds of audiences using those keywords. Make sure you have different pages set up for people who are looking to make a purchase and people who are trying to do research. Even though someone may not be ready to make a purchase yet, if you establish yourself as a trustworthy source by ranking highly in Google and Bing searches for these types of queries, researchers may soon become your customers.

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