Businesses of all sizes put a lot of effort into developing their personas. After all, it is much easier to market to people who are interested in what you have to offer than it is to try and appeal to everyone. But did you know that persona development is also key when it comes to your keyword strategy? In this article, we’ll take a look at how developing your personas can help you find the right keywords and create content that appeals to your target audience.
Selecting the stage in the path to purchase?
When you are creating your keywords, it’s important to select the specific stage of the persona’s progress from a stranger to a loyal customer you intend to write about. If it’s the initial contact, then select keywords that capture the persona’s attention which is typically related to the problems or challenges you identified the persona is faced with. If it’s a follow-up engagement, select keywords related to how your product/solution solves the challenge and if it’s the last stage before purchase, then the keywords should be more emotional to drive the desire.
Get into the mind of your persona?
Knowing the specific stage, it’s important to analyze the language that your personas use. They may use keywords and phrases that you wouldn’t normally think of when doing keyword research. This is because they are already familiar with certain topics, so they won’t need long-tail keywords or colloquial terms to find what they are looking for. Take the time to get to know your personas and their language, so that you can create keywords that will show up in their searches.
Looking at competition?
While writing up your keyword strategy you need to take a good look at your competitors. Are they using keywords that you have identified as important to your personas? If so, you’ll need to adjust your keywords accordingly so that yours stand out.
Looking at competition?
Lastly, it’s important to use various keyword-research tools to help refine and optimize the keywords in your strategy. These tools will provide you with data such as search volume, competition level, and relevancy. Additionally, you should use the keywords in your strategy to perform searches on various major search engine platforms such as Google or Bing. This will give you an idea of what is currently ranking for those keywords and provide insight into how you can improve your content so it will rank better..
Next steps?
Once you have identified keywords that your personas use, you should focus on creating content tailored to them. This means writing articles and blog posts with the keywords included naturally and use topics your personas care about at their specific stage of the journey. For example, if you have a persona who is interested in eco-friendly living, then writing about the importance of reducing plastic consumption or tips for sustainable gardening can help to capture their interest and draw them to your site.