Why Use a More User Centric Approach to SEO

RSS Author RSS     Views:N/A
Bookmark and Share         
Keywords are no longer the driving force of SEO and online marketing. Recent developments at Google, and their stride to improve the experience of their users by providing a more accurate SRP though analytic tools such as analog tests, have made traditional SEO tactics obsolete. Keywords have shifted from becoming only about the product to also more about the user and the users experience of searching for what they need. The shift in focus by Google and other search engines to improve user experience by focusing on the user and the accuracy of the user's search results mean that the new methodology when employing SEO should be more user centric than ever.

How to Market to the User - Persona Building

As Google and other search engines have made the search engine experience more about the user and less about the data, SEO marketing tactics must also become more about the user. In order to optimize SEO and key words, we must take a much closer look at the users we are marketing to. To do this effectively, we create personas. The function of a persona is two things: First, it is to give us a perspective of who we are marketing to and second, it enables us to identify and understand the user better. The more we understand and the better we can identify, the more high quality content we can provide our customers. Unfortunately, we cannot understand each search engine user at such an in depth and personal levels, thus making it necessary to instead "group" our individuals together based on common denominators and treat those groups as individuals.

Once you've established a skeleton of a persona to identify a group of people, data research is necessary to add flesh to those bones to create a person. When you search to create your grouped persona, you should take care to use the most exact results possible, and you may also need to incorporate a number of assumptions regarding that persona. The more you are able to create an accurate persona, the more you know your target audience. Once you know who you are targeting your product to, you will be able to use SEO tactics to come up with keywords that your target audience is really searching for using search engines, which means more visitors to a website, and a more successful product and happier customers overall.

Fusing SEO and Personas

Using user centric SEO is a step away from the traditional adherence to simply identifying user behaviors and characteristics. Instead of identifying Joe and Bill as a group of 60-70 year olds, we identify them are more than that. We look at their common locations, similar pets, similar clothing styles, and so forth. Now, instead of having an age group, we have a group of soon to be retirees named Bill, and Bill is of a certain age, wears a certain style, has a certain pet, ect. This customization enables your use of SEO to target more than simply an age group. You are using SEO to target the soon to be retiree Bill, and because you can understand Bill better, you have an optimal marketing strategy with finer results that have employed better key words in the content you've created.

Get daily news on SEO and Internet Marketing by great Internet Marketing Guru Peter Zmijewski. He is also the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title Internet Marketing Consultant.

Report this article

Bookmark and Share

Ask a Question about this Article