Is your content strategy on target?
As you probably already know, content on your website is essential for your visibility on Google. You can have a beautiful and expensive website, but if you don't have good content (in the form of text), your business will never be found in Google search results.
The only thing Google can understand content-wise is text. That's why good text content is important in any content strategy. And even more importantly, your content strategy must be aligned with what your target audience is searching for - if you want a successful strategy that really adds value.
Audience analysis is therefore a cornerstone of any content strategy that aims to attract visitors from Google. So let's jump straight ahead and take a closer look at the word search behavior and how you can examine your own customers' search behavior on Google.
What is search behavior?
Your target audience's search behavior is the keywords and search phrases they type into Google to find something specific they are looking for. This could be searches based on challenges, needs or intentions that your company can offer a solution to.
For this, it's important that your content is optimized according to your target audience's search habits. In practice, it's not enough to offer a solution to users' search queries, because if your website content isn't optimized accordingly, Google won't know that your company is the right one to solve the query.
For example, your content on your website may be written very formally and in technical terms, like the expert you are. But here's where the problem arises, because it's not necessarily the formal and technical terms that your customers use on Google when they search for a company like yours.
There's no point in writing content if you don't know the search habits of your target audience.
Map your target audience's search behavior
You probably think you know your target audience best. You probably do better than many others, but there is probably still a lot to learn about their search behavior - also for you.
See for yourself in this example. Let's assume you have a B2B webshop that sells workwear. Under your work shoes category, you've written a long and beautiful SEO text focusing on the keyword work shoes.
An analysis of the target group's search habits reveals the data below, which shows that no less than 8,100 people search for the word safety shoes per month. That's far more than the 1,600 who search for work shoes:
It's not wrong to write content targeting the keyword work shoes, but there is an overall greater economic potential in having safety shoes as the primary keyword, as there are more searches for it.
If Google "learns" that you sell safety shoes, your potential customers searching for this type of footwear will have a much easier time finding you because you match your text content to their primary search.
Interestingly, there are 720 searches for "women's safety shoes", while there are only 70 searches for "men's safety shoes". In other words, there is great potential in offering safety shoes for women and optimizing the text content on your website accordingly.
Here's how you do it: The way you can map your target audience's search habits is through a so-called keyword analysiswhere you:
- Map out your potential customers' challenges, needs and intentions that you can offer a solution to.
- maps out what your target audience is searching for most - which content can attract the most potential customers to your website.
You can read how to create a keyword analysis in our post on keyword research. You can also download a free copy of our SEO book. Keyword research doesn't have to be difficult to do, and integrating it into your content strategy can generate a lot of revenue!
