How to Improve Audience Targeting in Your SEO Campaign

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It’s estimated that there are 9,022,000,000 Google searches each day. If you want to get noticed online, you need to have a stellar SEO campaign.

Simply having a few choice keywords on your website and running a modest PPC campaign isn’t enough for a robust SEO campaign. If you want to start seeing true results and more conversions, you need to utilize audience targeting.

Want to learn more about this powerful way to target potential customers? Read on to find out what you need to do to better appeal to your target audience.

Finding Your Target Audience

Before we can talk about audience targeting for SEO, we need to make sure that you know your audience.

Take time to think about your ideal customer. Consider what motivates them to search for your products or services. Think about the kind of person they are.

If you sell high-end suits, your target audience could be business professionals that earn at least 100k a year and only need your services when they need a tailor or a new suit.

If you offer insurance policies, your target audience could be middle-class parents that need affordable plans. They need a company they feel like they can trust and will provide enough coverage for their kids.

The easiest way to do this is to build a few customer personas. Consider sending surveys to some of your top customers to dig deeper into their buying motivations, and also take time to build off of what you think your customers want.

Also, consider using tools to see what people are searching for in general. Google Trends can give you more insight into what people are doing on the web

Once you know who you’re targeting, you can start tailoring your SEO campaign for your audience.

Improving Audience Targeting For Your SEO Campaign

There are always new tools and methods for improving your audience. But if you want a professional’s opinion on the matter, make sure you follow these methods.

Consider Buyer Stages

Do you think that every person that views your website is ready to make a purchase? If so, you need to rethink your buyer persona.

So many people that aren’t ready to buy or use your services are going to find your website. That’s why it’s important to think about the people that aren’t looking to spend money when they land on your website.

Think about the people that may be learning about your product or service for the first time. Landing on an information-heavy page after clicking an ad that’s targeted towards them can be helpful.

Consider the people that are thinking about either going with you, or with a competitor. Launch a retargeting ad so you can capture people that have landed on your website. Stay fresh in their minds, and help make a sale.

Think About Long Tail Keywords

If you have an SEO or PPC campaign and you’ve done your keyword research, you probably have a few chosen keywords that are in all of your content.

When you want to improve audience targeting in your SEO campaign, you should think about adding more longtail keywords to your campaign.

Adding longtail keywords are simple. You just have to think about certain qualifiers that you’d add to your existing keywords.

Let’s say you’re targeting designer women’s shoes. You may think you’re already being specific, but there are other words you can add to targeted keywords that are even more useful.

Instead of going for designer women’s shoes, think about adding designer women’s shoes in California. That way you’ll be able to target people that are more likely to stop in your store.

To take a step further, consider adding more location keywords. Women’s shoes in Santa Monica, CA would be much more useful to you than women’s shoes in California.

Utilize Social Listening

If you have a PPC and SEO campaign, it’s safe to assume that you probably utilize forms of social media like Facebook.

Platforms like Facebook and Twitter can be great for reaching customers, but if you utilize the data you collect they’ll be more powerful.

Take time to see what’s trending on each platform each morning. You may be able to find a popular news event or search term to reference in your social posts so you can get more reach and impressions.

Many social platforms make it easy to utilize social listening. You can find trending topics among interests, income levels, and other key differentiators.

Paying attention to social media can also help give you a leg up on the competition.

Be sure to follow all of your main competitors in social media. Their posts can covertly tell you about new products and services, new employees, and what they’re currently promoting.

See how customers respond to them, and how your business rivals interact with them.

Think About “Gaps”

If you want to use your SEO campaign to truly and accurately speak to your audience and potential buyers, think about what gaps you can fill that competitors don’t.

If you utilize social listening techniques on your audience recommended above and pair that with some simple research, you can see why your competitors are failing their audience.

Have you noticed that your competitor’s prices are much higher than yours? You should tailor your campaign towards people that are looking for a good deal.

Have you noticed a competitor’s customers complaining about the quality of the products or services they received? Take time to promote how you only use the best supplies and hight trained employees.

Want To Learn More?

Now that you know the basics of using audience targeting to improve your SEO, there may be other facets of digital marketing you’re interested in.

If you want to learn more about writing stellar website copy, read our post about what makes good content. And as always, feel free to contact us with any questions you may have. Thinking about starting an SEO camaign? Give us a call and let’s discuss our SEO services.

About The Author

Dustin Reed

Dustin Reed, is the owner and senior web technician for Innovative Solutions Group. He started working at Innovative Solutions Group in 2011 and took over as owner in 2016. He takes great pride in the fact that he truly enjoys doing what he does best, Building Professional Websites! During his 10 years working at Innovative Solutions Group, he has been responsible for many different aspects of the business ranging from creating new accounts/domains on Innovatives server to responsive(mobile-friendly) template creation. Some of his other responsibilities/strengths are WordPress website design, CSS/HTML coding, creating visual animations using Jquery, page layout, and troubleshooting many different types of problems that may arise. When he is not busy working at Innovative Solutions Group, he enjoys doing all of the great outdoor activities that the beautiful state of Montana has to offer. Such as, fishing, camping, hiking and enjoying a day at the lake during the summer.

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I have been a customer of Innovative Solutions Group since 2013. Dustin is so wonderful to work with. He is patient, professional, and very knowledgeable. Anytime I reach out to the office, they are extremely responsive and address my need VERY quickly. I can't recommend this company enough!!! I am so grateful that I am able to have a successful web-based business, because of them!!Diana FlutieJune 29, 2021
I've worked with Dustin Reed at Innovative Solutions Group now for 2 1/2 years, and am so happy I found them. I came to ISG so frustrated. I'd had my website rebuilt by guys in Pennsylvania, and they never listened to me about anything--from a logo they designed that I didn't like, but they plastered all over the site, to how the site would operate. Dustin and I sat down and within 4 minutes he'd dealt with my most important issues. He continues to be resourceful, making my site much more profitable, and if quick to respond to problems. ISG happens to be close to my home, but I would recommend them to anyone dependable, professional service.eileen ClarkeFebruary 19, 2021
Dustin is great. Quick to respond to any inquiries and reasonable pricing.Nobe Eyecare AssociatesApril 7, 2020
I have been with Dustin and Innovative Solutions for over a year now. Dustin and his company have taken my business to a whole new level. With what they have done with our website and how people find us is amazing. We have grown 10 times over because of Innovative. If your in need of the next level of success in marketing, your in great hands here. You will not be disappointed. Thank you Dustin and the team!!Troy KennettJanuary 15, 2020
Great, courteous and fast service. A very honest business that will not overcharge. Highly recommended!Doseof RealityJanuary 3, 2020
I have used Dustin and his team for years- - exceptional service and Dustin is incredibly responsivejohn scannellApril 23, 2019
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Excellent service. We have been with Innovative since the launching of our site. They not only designed the entire site with the functionality we wanted, but have hosted it reliably no matter how high the traffic spikes. I would recommend Innovative to anyone looking for a professional, reliable and very responsive team.Susan Duclos (All News PipeLine)September 6, 2017
This group is amazing to work with. We started our partnership a year ago and we could not be happier!Amber DJuly 25, 2017
Work was done in a very timely matter and Dustin was great to work with!Jacob WanderseeJune 19, 2017
I used Dustin at Innovative Solutions to initially just host my website. After working with him I decided to do a pretty significant makeover on my site. He did a great job, was super responsive and has Fletcher in the Design Department to help with graphics and such. He answered inquiries after hours and is very reasonably priced. I have used quite a few web people over the years and Innovative Solutions is undoubtedly who I will continue to use.Gary GavinJune 9, 2017
Super helpful! From the very beginning the designer was patient and offered great suggestions. Very customer friendly. They wanted the site to be perfect for me. Also, ease of billing. Thank you for creating a great site.Serapha CruzJune 3, 2017
I owned the company for over 20 years, and Dustin treats customers in a very courteous and professional manner. That why I'm going back to Innovative for help with our latest personal web project.Daniel DeiningerMay 22, 2017