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7 Methods To Research & Analyze Your Audience For SEO

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7 Methods To Research & Analyze Your Audience For SEO

When I describe SEO, I explain that it is a mix of marketing, technical know-how, and psychology.

From a marketing perspective, you must have an overall understanding of your product, the problems it solves, and how to best communicate to your audience.

From a technical perspective, you must be able to create a foundation for your website that improves search performance.

Now, from a psychological perspective… that is where an SEO can really make a difference.

If you can learn how to not only identify your ideal website visitor but also determine who they are and what motivates them, your SEO work will really pay off. You’ll have the traffic numbers and also the ROI to support your efforts.

SEO isn’t just about the numbers (i.e., keyword ranking positions, number of backlinks, traffic, etc.). It is also about understanding the audience and building an SEO campaign around that information.

When SEO is centered around the right audience, targeted traffic increases, which leads to more conversions.

There are several methods that will help you research and analyze your audience for SEO.

As you will see in the list below, there are tools weaved throughout each method to make things easier along the way.

1. Use Keywords To Gather Demographics Data

Keyword research is one of the core tasks of SEO. Keywords should be targeted and relevant to your products or services, which is something you likely already know.

Once you have a solid list of keywords, select the top five that represent your brand the best and find out the demographics associated with those words and phrases.

Google Trends will provide you with demographic information tied to the location and will show you how the keyword has trended over time.

Google Trends really came in handy during the pandemic when people’s online behaviors were quickly shifting.

One of my clients publishes recipes, and the question came up regarding the types of recipes people were searching for when they were stuck at home.

It was banana bread.

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Apparently, comfort food was the focus when we couldn’t leave our homes. You can see in the screenshot below how the trend for “banana bread” skyrocketed.

Screenshot from Google Trends, June 2022

But, what about the demographic data?

Google Trends provides great data on the location, but there is also another tool I like to use for further demographic information, Demographics.io. This tool ties demographic data to keywords.

Using the same banana bread example, below is the data of people who were searching this keyword.

Demographics toolScreenshot from Demographics.io, June 2022

Tip: How To Apply This Information

Identifying demographic information, including age, gender, and location can help you in SEO in many ways.

You can look for local link opportunities in the geographic areas where queries occur.

In terms of age and gender, you can determine topics, interests, and other terminology that is relevant to those groups.

2. Identify Who Is Visiting Your Website

This method is kind of like painting the target around the arrow.

However, it is important to understand who is coming to your website and then you can determine if that is the correct audience.

One of the easiest ways to get this information is from Google Analytics.

Under the Audience section, you are able to view a range of audience information, including age, gender, location, and interests, as shown below:

Analytics DemographicsScreenshot from Google Analytics, June 2022

Tip: How To Apply This Information

This data can give insight into the audience and will help you as you recommend content topics and target geographic areas.

On the other hand, you might look at this information and realize that it does not align with your organization’s target markets.

In that case, you need to take a close look at your keywords and content to make sure there is no misalignment.

3. Analyze Other Brands

To gather information about your target audience, you can look beyond your own website and analyze other brands and competitors.

You would be looking for demographics and psychographics – basically, you want to collect as many insights as possible. The following tools can help you with this type of analysis.

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Quantcast

Quantcast pulls together insights on purchase behaviors, occupations, device usage, demographics, domain affinity, and more. The example below is an analysis of Goodreads.com.

Analysis of Goodreads.comScreenshot from Quantcast, June 2022

 

Analysis of Goodreads.comScreenshot from Quantcast, June 2022

Audiense

Note: I love this tool and use it often.

According to Audiense.com, they build the audience using eight different criteria, “which can be combined together allowing the creation of highly targeted audiences: Demography, Relationships, Behavior (activity), Conversations, IBM Watson Personality Insights, Location, Interests, and Twitter profile.”

Audiense then creates audience segments by “clustering individuals based on ‘who knows who’ i.e., how these individuals are interconnected. We take into account who follows who and cluster them together – for instance, if person A follows person B then they’ll be clustered together.”

The first screen of the report provides a snapshot of the audience data, as shown below.

Audiense InsightsScreenshot from Audiense, June 2022

What is so great about this tool is that you can drill down even more. Just check out the breakdown of information available (see the red box on the screenshot).

Audiense Insights GoodreadsScreenshot from Audiense, June 2022

Tip: How To Apply This Information

Similar to the last method, this data can give insight into the audience and will help you as you recommend content topics and target geographic areas.

You might also find some great link building ideas based on your interests.

4. Use Social Insights

Social platforms are one of the quickest ways to get information about an audience.

You can view follower/fan information directly on your company’s Facebook page, as shown below:

Facebook InsightsScreenshot from Facebook, June 2022

You can also view competitors’ and other brands’ audience information on Followerwonk.

What’s great about this tool is it also provides you with a word cloud to show you what users are talking about:

Followerwonk word cloudScreenshot from Followerwonk, June 2022

Tip: How To Apply This Information

Specifically, the word cloud in Followerwonk can help you identify other keywords you might have missed and can also present content marketing ideas.

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5. Send Out Surveys

This method is the most straightforward out of all of them on this list. If you want to understand your audience better, send out a survey.

To get a decent number of surveys returned, keep it short and sweet. Ask questions about basic demographics, overall interests, pain points, and needs.

Here is a great resource on how to create your survey: How To Create & Use Surveys For Content Marketing.

Tip: How To Apply This Information

Use the information you gather in the survey to identify content opportunities, including images and videos, keyword targets, etc.

6. Identify Questions

With Google increasingly showing answers directly in SERPs, identifying common user questions has become that much more important.

Plus, we want to anticipate the long-tail queries of our potential audience, so we can get in front of them at the right time. There are many tools that provide common questions, including:

These tools pull from various data sources, so it is worthwhile to check out them all. Below is an example from AnswerThePublic.

Search listening tool AnswerThePublicScreenshot from AnswerThePublic, June 2022
Electric cars keyword from Answer The PublicScreenshot from AnswerThePublic, June 2022

Tip: How To Apply This Information

Create content around common questions to attract long-tail searches among your audience and to increase your odds of showing up as a direct answer in Google SERPs.

7. Research Secondary Data

Once you know age/interests/etc. of your audience, you can fill in the blanks through further research. Look for studies regarding one of the key aspects of your audience.

For example, if you determine that your audience is in the Baby Boomer generation, head to Google Scholar and look for published research on this group.

Tip: How To Apply This Information

Use this additional research to sketch your personas and get a better view of who it is you are trying to target via SEO.

Final Thoughts

It might seem like a lot of extra work to dive into your audience before getting into SEO tasks. However, it is well worth the time.

You will be able to drive better traffic to your website and improve your ROI on SEO.

More Resources:


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Google Enhances Bard’s Reasoning Skills

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Google Enhances Bard's Reasoning Skills

Google’s language model, Bard, is receiving a significant update today that aims to improve its logic and reasoning capabilities.

Jack Krawczyk, the Product Lead for Bard, and Amarnag Subramanya, the Vice President of Engineering for Bard, announced in a blog post.

A Leap Forward In Reasoning & Math

These updates aim to improve Bard’s ability to tackle mathematical tasks, answer coding questions, and handle string manipulation prompts.

To achieve this, the developers incorporate “implicit code execution.” This new method allows Bard to detect computational prompts and run code in the background, enabling it to respond more accurately to complex tasks.

“As a result, it can respond more accurately to mathematical tasks, coding questions and string manipulation prompts,” the Google team shared in the announcement.

System 1 and System 2 Thinking: A Blend of Intuition and Logic

The approach used in the update takes inspiration from the well-studied dichotomy in human intelligence, as covered in Daniel Kahneman’s book, “Thinking, Fast and Slow.”

The concept of “System 1” and “System 2” thinking is central to Bard’s improved capabilities.

System 1 is fast, intuitive, and effortless, akin to a jazz musician improvising on the spot.

System 2, however, is slow, deliberate, and effortful, comparable to carrying out long division or learning to play an instrument.

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Large Language Models (LLMs), such as Bard, have typically operated under System 1, generating text quickly but without deep thought.

Traditional computation aligns more with System 2, being formulaic and inflexible yet capable of producing impressive results when correctly executed.

“LLMs can be thought of as operating purely under System 1 — producing text quickly but without deep thought,” according to the blog post. However, “with this latest update, we’ve combined the capabilities of both LLMs (System 1) and traditional code (System 2) to help improve accuracy in Bard’s responses.”

A Step Closer To Improved AI Capabilities

The new updates represent a significant step forward in the AI language model field, enhancing Bard’s capabilities to provide more accurate responses.

However, the team acknowledges that there’s still room for improvement:

“Even with these improvements, Bard won’t always get it right… this improved ability to respond with structured, logic-driven capabilities is an important step toward making Bard even more helpful.”

While the improvements are noteworthy, they present potential limitations and challenges.

It’s plausible that Bard may not always generate the correct code or include the executed code in its response.

There could also be scenarios where Bard might not generate code at all. Further, the effectiveness of the “implicit code execution” could depend on the complexity of the task.

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In Summary

As Bard integrates more advanced reasoning capabilities, users can look forward to more accurate, helpful, and intuitive AI assistance.

However, all AI technology has limitations and drawbacks.

As with any tool, consider approaching it with a balanced perspective, understanding the capabilities and challenges.


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Microsoft Advertising Boosts Analytics & Global Reach In June Update

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Microsoft Advertising Boosts Analytics & Global Reach In June Update

Microsoft Advertising details several important updates and expansions in its June product roundup.

The new tools and features aim to enhance website performance analytics, improve cross-device conversion tracking, expand into new global markets, and integrate more seamlessly with other platforms.

Introducing Universal Event Tracking Insights

This month’s standout news is the introduction of Universal Event Tracking (UET) insights, a feature that gives advertisers a deeper understanding of their website’s performance.

The new feature requires no additional coding and will enhance the capabilities of existing UET tags.

“We’re introducing UET insights, a valuable new feature that we’ll add to your existing UET tags with no additional coding required from you. You’ll get a deeper understanding of your website’s performance and also enable Microsoft Advertising to optimize your ad performance more effectively via improved targeting, fraud detection, and reduced conversion loss.”

The new insights tool will roll out automatically starting July 3.

Cross-Device Conversion Attribution Update

Microsoft Advertising is introducing a cross-device attribution model later this month.

This update will enable advertisers to track and connect customers’ conversion journeys across multiple devices and sessions.

Microsoft explains the new feature in a blog article: “For example, if a user clicks on an ad using their laptop but converts on their phone, we’ll now credit that conversion to the initial ad click on the laptop.”

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While the update doesn’t introduce new features or settings, advertisers may notice a slight increase in the number of conversions due to improved accuracy.

Expanding to New Markets

In line with its expansion push throughout 2022, Microsoft Advertising announces it’s expanding its advertising reach to 23 new markets.

The new additions include diverse locations ranging from Antigua and Barbuda to Wallis and Futuna.

This expansion allows advertisers to reach their audiences in more parts of the world.

Seamless Integration With Pinterest & Dynamic Remarketing

Microsoft Advertising is releasing Pinterest Import in all markets via the Microsoft Audience Network (MSAN), allowing advertisers to import campaigns from Pinterest Ads.

Further, Dynamic remarketing on MSAN for Autos, Events & Travel is now available in the US, Canada, and the UK.

The remarketing tool enables advertisers to use their feeds to create rich ad experiences on the Microsoft Audience Network and match their target audience with items in their feed where they’ve shown interest.

In Summary

Key takeaways from the June product roundup include the automatic rollout of UET Insights starting July 3, introducing a new cross-device attribution model, expanding into 23 new global markets, and enhanced integration with Pinterest via the Microsoft Audience Network.

These developments collectively offer advertisers increased insight into campaign performance, improved accuracy in conversion tracking, and more opportunities to reach audiences worldwide.

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Source: Microsoft
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Apple Safari 17’s Hidden Gems: JPEG XL & Font-Size-Adjust

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Apple Safari 17's Hidden Gems: JPEG XL & Font-Size-Adjust

Apple’s recently announced Safari 17 brings several key updates that promise to enhance user experience and web page loading times.

Unveiled at the annual Worldwide Developers Conference (WWDC23), two new features of Safari 17 worth paying attention to are JPEG XL support and expanded capabilities of font-size-adjust.

As Safari continues to evolve, these updates highlight the ever-changing landscape of web development and the importance of adaptability.

JPEG XL: A Game Changer For Page Speed Optimization

One of the most noteworthy features of Safari 17 is its support for JPEG XL, a new image format that balances image quality and file size.

JPEG XL allows for the recompression of existing JPEG files without any data loss while significantly reducing their size—by up to 60%.

Page loading speed is a crucial factor that search engines consider when ranking websites. With JPEG XL, publishers can drastically reduce the file size of images on their sites, potentially leading to faster page loads.

Additionally, the support for progressive loading in JPEG XL means users can start viewing images before the entire file is downloaded, improving the user experience on slower connections.

This benefits websites targeting regions with slower internet speeds, enhancing user experience and potentially reducing bounce rates.

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Font Size Adjust: Improving User Experience & Consistency

Safari 17 expands the capabilities of font-size-adjust, a CSS property that ensures the visual size of different fonts remains consistent across all possible combinations of fallback fonts.

By allowing developers to pull the sizing metric from the main font and apply it to all fonts, the from-font value can help websites maintain a consistent visual aesthetic, which is critical for user experience.

Conversely, the two-value syntax provides more flexibility in adjusting different font metrics, supporting a broader range of languages and design choices.

Websites with consistent and clear text display, irrespective of the font in use, will likely provide a better user experience. A better experience could lead to longer visits and higher engagement.

Reimagining SEO Strategies With Safari 17

Given these developments, SEO professionals may need to adjust their strategies to leverage the capabilities of Safari 17 fully.

This could involve:

  • Image Optimization: With support for JPEG XL, SEO professionals might need to consider reformatting their website images to this new format.
  • Website Design: The expanded capabilities of font-size-adjust could require rethinking design strategies. Consistent font sizes across different languages and devices can improve CLS, one of Google’s core web vitals.
  • Performance Tracking: SEO professionals will need to closely monitor the impact of these changes on website performance metrics once the new version of Safari rolls out.
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In Summary

Apple’s Safari 17 brings new features that provide opportunities to improve several website performance factors crucial for SEO.

Detailed documentation on these Safari 17 updates is available on the official WebKit blog for those interested in delving deeper into these features.


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