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Target Audience: How to Define & Find Them for Your SEO?

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On a scale of 1 to 10, how much better do you know your audience? Like really know them in all corners? It is surprising to know that most businesses have done very little research to understand their main audience pool. A surface-level knowledge and understanding of people’s needs have been a silent reason for most businesses failing. 

Search engine optimisation (SEO) is not just about ranking your website higher on Google. It is a structural mechanism that will bridge the gap between you and your consumers. 

Identifying your key pool of prospects makes it much easier for you to reach out to the potential customers, already funnelled down one to two stages in the procedure. 

So how do you discover the target market audience and target them effectively? With the help of the right tools, research and optimisation, farming your pool of prospects is easier than ever! In this article, we have dived deep into this concept.

Understanding the Definition of Target Audience

 

In SEO terms, the target audience is potential customers searching for relative keywords on search engines closely related to the market. Instead of reaching out to them, creating a strong SEO suite strategy can engage your potential pool better and you can benefit from conversion. 

Determining the audience is very important as it is one of the foundational aspects of crafting an SEO strategy. In a general sense, there are three types of audiences mostly found in almost all types of markets. 

Types of Target Audience

Exploring Audience

Exploring audience archetype is aware of the product and the market. They mostly surf all the choices and based upon various factors such as the features, price and utility, they build their purchase intent.

This is where curating great pieces of content in your SEO strategy comes into play. Such potential audience may land on your website looking for choices. With great pieces of content copies that persuade them to look for the benefits and added value, you can increase their purchase intent.

Interest-Based Audience

You directly have more advantage in closing leads here than exploring a pool of customers. Interest-based audience carries genuine interest in the products or services, driven by their sense of necessity, hobbies or passion.

They are aware of the market and choices but carry less purchase intent as it comes down to how important possession of the commodity is right now. Niche-based businesses can directly take advantage by targeting such audiences and strategising to increase their purchase intent through SEO.

Purchase Intent

The best possible pool of customers is people with a gradual purchase intent of buying the commodity. They are only exploring their best options for it and this is where companies can strategise through thorough market research, targeting relevant keywords and ranking high for massive potential traffic.

A reputed SEO agency in Sydney can help you tailor the right strategy based on your organisation’s needs and garner the right pool of prospects with higher chances of conversion.

Why Audience Targeting is Important?

SMM and SMA use social media forums to target potential customers. However, SMM helps businesses to use organic reach methods while SMA uses advertising sources to assist brands in reaching targeted customers.

Setting up an ideal buyer base is very important. Assume you got everything right from getting high-quality backlinks, keywords, content and more. If 400 people visit your website but only 40 are your target audience, then this will create a big marketing mess where you have garnered traffic but struggling with conversions.

Knowing what you are selling to whom sets a lot of things straight including –

  1. Keyword research becomes a lot easier by targeting niche keywords relevant to the most searches common among the audience.
  2. Reduces bounce rate on your website pages.
  3. Helps in forming a proper marketing funnel with every stage functioning well.
  4. Increases website returns by potential customers who are interested in the product or service.

How to Find Your Target Audience?

Conduct Market Research

Market research will set the foundation and give you enough information and data to make informed decisions.

There are numerous ways to conduct market research. Hiring a professional SEO agency in Sydney will help you get all the essential data. Here are some ways you can utilise  – 

1. Analyse the internal data firsthand. Use industry-leading tools to curate internal data such as

  • Google Analytics GA-4
  • Customer Relationship Management CRM
  • Past campaign data
  • Surveys

 

2. You can also utilise social media channels such as Meta Business Suite to get precise data on demographics and insights.

3. Curate this data & segregate it into separate sections, and analyse it to know your audience more effectively.

Know your Audience

Audience segmentation gives you a bird-view of your main target audience and from where they belong. It is an essential way to identify sub-groups within.

This allows you to tailor your approach differently to cater them collectively. Generally, there are four types of audiences to find out about –

Demographics –

Demographic audiences are based on basic information such as age, gender, language, location and occupation. This is very basic information but it is a game changer when tailoring your approach.

For instance, the age demographic between 18-25 is leaning towards more exciting trends. If you are in the business of clothing, you can directly target such audiences by creating a strong social media presence and hopping on every trend. 

Geographics –

Audiences that are identified through their localities, suburbs, country, region or climate are segregated in the Geographics section. It ultimately answers to – where do your customers come from?

If you are running an ice cream shop and planning to expand the locality to other areas, you can simply curate your SEO strategy to rank higher for the keyword – Best ice cream shop in (targeted area)

If you are planning to expand internationally, you can target it for – Best ice cream shop in (targeted country)

Hence, recognising geographical elements will help you tailor the strategy better and align your approach that speak to the audience.

Behaviour –

Behavioural segmentation is determining the audience based on their individual preferences, choices, needs, moods, interests, hobbies, etc.

You can extract essential data such as –

  • Spending habits
  • Product preferences
  • Browsing habits
  • Feedbacks 
  • Content interests


This will largely help you in curating your strategy based on the patterns, choices and individual characteristics of your prospect pool.

Intent-Based

Intent-based audiences are of three types –

  • Immediate Purchase Intent
  • Planning Intent 
  • Choice Explore intent
     

Collect data based on budget, pain points,  values, beliefs and social norms. This will further help you determine what intent your customer will carry. 

This will also help you in determining how much effort will be needed in conversion. I.e Immediate purchase intent audience will only need a little push in making the product attractive enough for them to choose while Exploring audiences will require a lot of effort in making your product stand out, invoking their purchase intent and brand recalling. 

 

Tailoring SEO Strategy

You know the market and audience, now what? The next step is to utilise the resources and put them into action.

Crafting your SEO strategy will include the practice of multiple elements at scale. Here are the main aspects you need to take care of –

  • With Google’s newest 2024 March update, the relevance of content in SEO is more than ever. Gone are the days of churn and burn content. Informative, relative and detailed content will take the crown and rank on the first page of SERP.
  • Craft a detailed content strategy for all the sub-pages. Optimise content on all web pages, and make sure to not stuff keywords. Upload relevant and informative content based on your niche, make it informative and induce more informational graphics and illustrations. Most importantly, stay consistent. 
  • Optimise meta titles, descriptions, headers, etc. with relevant keywords. 
  • Optimise your site to be more mobile-friendly and ensure the site is responsive. Fast pages can hook visitors for long and engage them better.
  • Carry out regular audits and optimise the changes according to the insights received.

To sum up,

Finding your target audience is an essential step that requires a thorough commitment of time and resources. Contact a professional SEO agency in Sydney to conduct this extensive research while you save time to commit it towards your business.

Contact us today for a free SEO consultation and launch your SEO strategy today!