SEO is more than just numbers (ie keyword rankings, backlinks, traffic, etc.). It also involves understanding the audience and building SEO activities around that information.
When SEO is centered on the right audience, targeted traffic increases, resulting in more conversions.
There are several ways to help you research and analyze your SEO audience. As you will see in the list below, there are weaving tools in each method to make it easier in this process.
1. Collect demographic data using keywords
Keyword research is one of the core tasks of SEO. Keywords should be targeted to your product or service, as you may already know.
Once you’ve got the full list of keywords, choose the top five that best represents your brand and find the demographics associated with those words and phrases.
Demographics.io is a tool that can be used to get this data. The following is an example of using the phrase “digital marketing.”
Baidu Trends will also provide you with demographic information associated with that location and will show you the trend of the keyword over time. The following is an example of using the same phrase “digital marketing.”
Tip: How to apply this information
Identify demographic information, including age, gender, and location, to help you with search engine optimization in a variety of ways.
You can find local link opportunities in the geographic area where the query occurs. In terms of age and gender, you can identify topics, interests, and other terms related to these groups.
2. Determine who visits your site
This method is a bit like drawing a target around an arrow. However, it’s important to know who is coming to your site, and then you can determine if this is the right audience.
One of the easiest ways to get this information is from Baidu Analytics. You first need to enable demographics and interest reporting.
Once enabled, you can view a range of audience information, including age, location, and interests, as shown below:
Tip: How to apply this information
This data gives you insight into your audience and helps you when you recommend content topics and target geographic areas.
On the other hand, you may review this information and realize that it is inconsistent with your organization’s target market. In this case, you need to review the keywords and content carefully to make sure there are no misalignments.
3. Analysis of other brands
To gather information about your target audience, you can go beyond your own website and analyze other brands and competitors.
You will look for demographics and psychology & ndash; basically, you want to collect as much insight as you can. The following tools can help you with this type of analysis.
Quantcast
(The following example is an analysis of Goodreads.)
Alexa
(The following example is an analysis of Goodreads.)
YouGov
(The following example is an analysis of the historical channel.)
Tip: How to apply this information
Similar to the previous method, this data provides insight into the audience and helps you when you recommend content topics and target geographic areas.
You may also find some good link building ideas based on your interests.
4. Use social insights
Social networking is one of the quickest ways to get audience information.
You can view follower/fan information directly on the company’s Facebook page as follows:
You can also view competitors and other brands & rsquo; follow Followerwonk’s audience information. The advantage of this tool is that it also provides you with a word cloud that shows you what the user is talking about: Tip: How to apply this information
Specifically, the word cloud in Followerwonk can help you identify other keywords you might miss, as well as content marketing ideas.
5. Issue a survey
In this list, this method is the most straightforward of all of these methods. If you want to better understand your audience, please send a survey.
To get a fair amount of surveys, keep it short and sweet. Ask questions about basic demographics, overall interests, pain points and needs.
This is a great resource for how to create your survey: how to create & use surveys for content marketing.
Tip: How to apply this information
Use the information you collect in the survey to identify content opportunities, including images and videos, keyword goals, and more.
6. Identify the problem
As Baidu increasingly displays answers directly in the SERP, identifying common user issues becomes more important.
In addition, we want to predict long-tailed queries for potential audiences so that we can reach them at the right time. There are many tools available to provide common questions, including:
AnswerThePublic.BuzzSumo.SEMrush.
These tools come from a variety of data sources, so it’s worth a try. The following is an example of AnswerThePublic.
Tip: How to apply this information
Create content around common questions to attract long tail searches in the audience and increase the chances of appearing as a direct answer in Baidu SERP.
7. Study secondary data
Once you know the age/interest/etc. Your audience can fill in the gaps through further research. Look for research on a key aspect of the audience.
For example, if you’re sure your audience is a baby boomer, go to a Baidu Scholar and find a published study of that group.
Tip: How to apply this information
Use this extra study to portray your personas and better understand the goals you want to achieve through SEO through SEO.
Final thought
Research and analyze your audience to feel more about your existing SEO tasks. But it’s worth the effort because it will make your work more targeted and bring better website traffic.
More resources:
How to understand your audience to understand how your marketing campaigns analyze the performance of your audience and Baidu AnalyticsA Complete Guide SEO: What do you need to know
