| Focus on Your Target Audience! |
By Robin Nobles
Search engine optimizers often forget who our true audience
really is. We get so wrapped up in trying to please the search
engines that we forget to focus on our target audience: our
visitors.
What we've got to do is forget about the search engines and
concentrate totally on our customers. I call it . . .
Optimization without optimization . . . focus on your target
audience and forget the search engines!
Fact #1:
On-page factors have made a come back, and I'm thrilled. If we've
played our cards right and continued to use our tags as we should
have, we're right where we need to be now that the major engines
are once again considering the contents of META tags when
determining relevancy.
Fact #2:
Concentrate on giving your visitors what they want to see when
they visit your site: good quality, well-written, valuable
content.
Fact #3:
Focusing on one particular theme/focus on each of your Web pages
is crucial to the success of that page. Don't deviate from the
focus of each page, including the outbound/inbound links.
Don't forget to focus on your target audience!
When writing new content for your Web site, focus on your target
audience and what they want to see when they visit your site.
What type of information are they looking for? What do they want
to learn when they visit your site?
If you have an online jewelry store, can you provide information
on how to clean silver jewelry? How to polish gold? How to clean
diamonds? How to clean fragile opals?
Focus on your target audience! If you sell antique books online,
what about creating informational pages about some of the more
famous authors that talk about their lives and their books, with
links to the books you have for sale?
Let your creative juices flow. Visit Wordtracker
(http://www.wordtracker.com/moreinfo.html) and do some searches
to see what people are doing when they go online. Read this
interview article with John Alexander, which goes into more
detail about how to focus on your target audience when doing
keyword research
(http://www.searchengineworkshops.com/articles/wordtrackerR.html).
Create a page that's highly focused on one topic only. Don't
deviate from that topic. Put other topics on other pages.
Finally, once you have your page(s) created, create your tags
based on the focus of each page. Use your keyword phrase in each
tag.
Now, you have a page that your visitors will appreciate and enjoy
- a valuable page that is focused on your target audience.
And . . . you'll also have a page that the search engines will
love too . . . because they love focused content!
And you didn't even have to try hard or spend a lot of time
optimizing it, now did you?
In Conclusion
Remember to focus on your target audience when creating new Web
pages. Forget about the search engines! You'll create good
quality, valuable content that your users will love . . . and so
will the engines.
Robin Nobles teaches 2-, 3-, and 5-day hands-on search engine
marketing workshops (http://www.searchengineworkshops.com) in
locations across the globe as well as online search engine
marketing courses (http://www.onlinewebtraining.com). Robin's
partner, John Alexander, recently published an e-book titled,
"Wordtracker Magic" (http://www.wordtracker-magic.com), which
offers great tips for helping you learn how to focus on your
target audience.
(http://www.searchengineworkshops.com/articles/audience.html)
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