How your customers find you can vary significantly. It may be based on their interests, needs or pain points.
Some people may already know exactly what they need and search for that on Google. Others may be just starting the research process. Others may already know what they need and compare to identify the best source to purchase from.
In this stage of your SEO research and planning, you’ll want to identify:
- Target personas
- Buying stages
- Potential keywords
Your goal will be to map your target personas, buying stages and keywords for each persona and buying stage.
Persona research
You can start by using customer service data or information from your Google Analytics demographic details. With this information, you can start creating target personas.
Below is an example of possible target personas for a real estate company.
Once you have your personas and ideas of who they are, what they need, and what they are looking for, you’ll want to map out the possible steps they’ll take in their buying journey.
Buyer’s journey
Finally, you can add the possible keywords they’ll search for and map them to the journey.
Map keywords to persona to the buyer’s journey
The goal of this phase is to identify all of the possible ways you can be found and to make sure you have content optimized on your website targeting these buying phases and keywords.
You’ll start by identifying primary, root phrases. As you progress, you can go deeper into long-tail terms or semantically related...
Read Full Story: https://searchengineland.com/seo-guide-audience-research-content-analysis-385055
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