How to Use Buzzwords to Drive Personas In SEO

The Importance of Keyword Research

Keyword research is one of the most critical, valuable, and high-returning activities in the search marketing field. Ranking for the right keywords can go so far as to make or break your website.

A certain level of priority and focus helps companies ensure they are attracting the right target, making keyword research absolutely necessary. If you have no focus and vaguely try to appeal to everyone, you will more than likely come away empty-handed and disappointed. The focus paradox reveals that the exclusivity of your target audience is often directly correlated to the size of your actual audience, and vice versa.

Keyword intent is one of the most crucial aspects of SEO keyword research. Without a concrete understanding of the intent behind your visitor’s searches, even a well-funded SEO campaign is doomed to fail. In order to be successful, you need to have action-driven keyword targets for each page – these will provide the right direction to capture your right audience from a basket of related searches.

Keywords Are Like Personas

You can use keywords as buzzwords to drive personas. As an example, for keyword searches like “fudge brownies,” the searcher could be looking for store-bought brownies, brownie recipes, or a corporate order of brownies. To cater to each of your visitors, you need to consider the search intent of each of these keywords and work towards building that keyword into a traditional persona-based marketing model.

Each persona experiences and understands your content in different ways. Rather than creating one website and inputting general keywords that vaguely suit all of your visitors, thus having your visitors experience the same experience, you can begin developing unique user experiences for each user based on their path through the site.

Local search strategies should also be taken into account. Consider adding locations of your business to the keywords groups. While most people will not always specify or disclose their location to Google, Google may already know their location. So, with the “fudge brownies” example, you should include in your list of keywords variations on “fudge brownies near me.”

Long-Tail Keywords: A Better Way to Connect with Customers

As opposed to short-tail keywords, long-tail keywords are a more effective way to connect and communicate with your potential customers. Long-tail keywords are longer and more specific keyword phrases that visitors are more likely to use when they’re close to a point-of-purchase or when they’re using voice search. When you manage your long-tail keywords, you establish better lines of communication between your business and the customers who are already out there, actively shopping for what you provide.

While you might be concerned about attracting less traffic with long-tail keywords than you would with a more common short-tail keyword, the traffic you captivate from long-tails will do significantly better. The traffic will be more focused, committed, and desirous of your services. For long-tail keywords, when the number of words in a search query increases beyond three, the number of searches made using that number of words fall. Additionally, the search volume drops as searches start becoming obscure and length. However, when looking at the bigger picture, long-tail keywords are more successful and rewarding. When combined, searches of 5 or more long-tail keywords account for almost 70% of all impressions. Although long-tail keywords may be individually insignificant, a PPC campaign with thousands of long-tails reaps a substantial amount of additional traffic.

Persona-based Long-Tail Keywords and ROI

With shorter keywords, competition for rankings can be fierce, but visits can be scattered and ROI can be low. Overall, long-tail keywords are superior to short-tail keywords. With the smart implementation of persona-based long-tail keywords, you will receive a substantial number of searches as well as a higher percentage of ROI. These long-tail keywords will attract exactly the type of audience you’re looking for, and that audience will be far closer to the point-of-purchase.

Additionally, when you publish good original content that your audience considers to be genuinely helpful, you will automatically weave in long-tail keywords without contributing much effort. As your page content grows, visitors will be exposed to your website and long-tail phrases more and more – which will allow the long-tails to grow longer. In fact, you will find that visitors are discovering your website through search phrases that you would never have thought of yourself. This is the value of focusing each content page on a specific topic that provides valuable information for your specific narrow target audience – which will affect your inbound marketing strategy and lead generation process, ultimately driving more profits for you.

So, for future purposes, make sure you allocate your budget and prioritize for persona-based long-tail keywords over short-tail keywords as long-tail keywords will be more prosperous for you and your company!

How Voice Search Will Change the Way You Market and SEO

The world’s most popular search engine, Google, is undergoing some substantial changes that could revolutionize the way you live your life. In this blog, we’ll discuss one of the changes, voice search, and how it’s affecting the way you market to your customers.

Voice Search

Although it’s difficult to determine exactly how many search queries are voice-based, we do know that the general trend is rising. Voice search is the growing tendency for users to rely on vocal commands and personal digital assistants to manage their search queries. Voice search is convenient because it allows users to search on the go.  

Accordingly, voice search will sharply increase with the rise of smart speaker sales. As the technology behind voice search services like Siri and Cortana improves, it will also become increasingly reliable.

Because these speakers are activated and controlled by voice, users are beginning to treat interaction between man and technology as a norm. In early 2018, it was revealed that there are over one billion voice searches per month and that approximately 40% of adults use voice search at least once per day.

With the pace that voice search is revolutionizing the current Internet, it could drastically change the types of queries we see and also reshape the way businesses think about search engine results page (SERPs) as they may no longer be as visual.

How Voice Search Will Transform the Future of SEO

Undoubtedly, the rise of voice search will affect and shape the future of SEO. The following are some ways you can be prepared for the voice search revolution.

1. Use of Natural Speech Patterns

Obviously, most people don’t type the way they speak. Spoken language is far more colloquial and casual than typed text. When a user wants to ask Echo what the weather is like in Vancouver, they will ask “What’s the weather like in Vancouver?” However, when a user wants to know the same thing from a Google search, they will enter “Vancouver Weather.” With the differences that these keywords embody, it’s important for voice search and SEO to understand users’ natural speech patterns.

As the technology behind voice search becomes more refined, it becomes more experienced in understanding the colloquial tones in human speech. In 2012, the word error rate was over 20%, but today, it’s as low as 8%. The progress in technological advancements means that marketers interested in voice search SEO will need to reflect this in their strategies. Along with this, marketers should consider their online content in the context of voice search. In order to boost search rankings, it’s important to incorporate the natural speech in the content, making it flow as smoothly as possible. Using a more conversational tone will pick up on the nuances of the everyday language.

2. Long-Tail Keywords

With the rise of voice search, short-tail keywords are quickly becoming less relevant when considering the natural phrases that people tend to use in voice searches. With 20% of mobile queries being voice searches and the ratio of voice search growing faster than type search, it’s important to ensure that you’re using the right keywords to fully capture voice searches.

As voice search becomes more popular, using conversational, long-tail keywords become increasingly crucial to boosting your SEO. Long-tail keywords tend to be longer and involve very specific keyword phrases that are used by customers who are closer to the point of purchasing something. With the positive possibilities that long-tail keywords can lead into, it’s essential that you should have keywords that describe your product features and benefits as detailed as possible – even involving proper phrases and/or sentences.                 

3. More Emphasis on Mobile

While the hype around mobile devices has died down, it may be surging again because of the growth in voice search. Because over half of all search queries are coming from mobile, marketers are realizing the importance of focusing on the context of voice search to boost their SEO.

Today, the best marketers understand that mobile should come before desktop. Because most voice searches are done via smartphones, marketers need to ensure that their content is optimized for mobile devices to rank highly on voice search rankings and positively affect their SEO.

Voice Search and SEO

Globally, billions of dollars are spent on the development, production, and distribution of the artificial intelligence sector that programs these smart personal assistants. Because of this, if your business isn’t considering the changes that it needs to make in order to stay relevant, you are far behind your competition. Voice search and SEO are not the next big thing, it is today’s big thing.

So, your blogging strategy begins with your purpose, audience, keywords, and promotional tactics. With a solid strategy, your blogs should be ready to go.