Effective SEO Needs Buyer Personas
As my colleagues have been chatting about buyer personas and how they play an integral part in your marketing, from an SEO perspective it is crucial to know who your ideal buyers truly are and where/how they shop. As an SEO guru within the housewares industry, we love buyer personas because they allow us to optimize your website and brand presence more efficiently when we have a full understanding of your buyer’s demographics, lifestyle, buying pattern, and mindset at a given stage of the buying process. This means you’ll get more for your money because we’re spending less time analyzing who we want to drive to the site and how to get them there, and putting more energy into actually attracting the ideal search visibility where your buyers will find you!
Are you tackling SEO without a buyer persona – or even an outdated persona? Your team is probably seeing some results, but how do you really know what your buyers are searching for without knowing their behavior patterns? You can’t make informed SEO decisions without understanding your buyers’ searcher intent. So how does our team at epower at home use buyer personas to achieve the optimal impact when it comes to your SEO?
Research… Discover and Learn:
When your buyer personas are mapped out, you’ll get a better understanding of your consumer’s search intent and key phrase research. In turn, those key phrases will inform on-page SEO efforts including metadata, internal linking, and content development… which goes beyond your marketing team’s initiatives and benefits your sales tools as well!
Further research of your ideal personas will enhance the metadata that our SEO team writes. This metadata grants the opportunity to build your brand’s awareness with a text that shows up on the search engine results pages (SERPs). Understanding your potential buyer’s intent and the important key phrases they will search allow us to create engaging metadata that will capture the buyers and entice them to click on your website instead of a competitor.
As we continue to discover and learn, our SEO team begins reviewing opportunities for internal linking. Internal linking not only gives Google and other search engines a compass of which pages are important, but they also funnel your visitors to relevant pages depending on what buyer stage they may be within. It’s important to drive website visitors to the right pages – whether they’re still learning about your products or are ready to buy. When the path for customers is clear, your visitors will be more likely to convert and share their positive shopping experience with others online and offline.
Building Content, Backlinks, and Citations For Your Buyer Persona:
The impact of having an accurate buyer persona for your marketing strategy is crucial to the SEO and content side of your marketing. The content on your website must align with your SEO research and buyer personas. Your buyers will not be able to find your website and your products if your web content doesn’t address their actual searches. You need to ensure customers that find your content that they will get the answers they’re looking for immediately. Our content team talked about how buyer personas improve our content marketing strategy as a whole, but I’d like to talk a bit more about how your SEO team should be using personas to strengthen your content, as well!
SEO enhancements such as having other sites link back to your own website will get you in front of more potential buyers, as well as improve overall SEO value to your site. This is where our team builds backlinks by reaching out to webmasters and creating content that will be found organically and shared by others. Keep in mind, however, your content needs to be featured on websites that your buyers will actually visit in order to positively impact your bottom line. Your buyer personas will help ensure you’re getting your content in front of the right people.
Another note…whether you’re getting backlinks from another website or citing another website as a resource, it needs to be a relevant and high-quality source.
Keep your Buyer Personas Up to Date:
People change! Whether we are looking at your marketing from a social media angle, content perspective, or digital advertising view – updating buyer personas is critical… especially when it comes to keeping your SEO campaign relevant. As my colleagues mentioned last month, personas are not a one-and-done project. We recommend evaluating your buyer personas at least quarterly to keep up with searcher trends as generations age and evolve. And remember, if your visitors are quickly leaving your site, or not converting, you may need to reevaluate who you’re targeting and how you’re optimizing your site for them.
When our SEO efforts are bringing the right people to our clients’ sites, they see meaningful growth in their results, whether that’s an increase in sales, conversions, leads, or whatever, it is a website designed to drive your buyers to you. Great SEO amplifies those results! Knowing your buyer persona is the first step to a successful marketing campaign and plays a huge role in the optimization of your site for organic success.