Strengthen your content strategy

Many companies do not consider the search behaviour of their potential customers in their content strategy. This is a shame, as companies miss out on a lot of visibility on Google and therefore a lot of potential visits and conversions on their website if they don't.

content strategy submission

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 produce good content (in the form of text), your business will never be found in Google search results.

The only thing Google can understand in terms of content is text. That's why good text content is important in any content strategy. More importantly, your content strategy needs to be aligned with what your audience is looking for - if you want a successful strategy that delivers real value.

Audience analysis is therefore a cornerstone of any content strategy aimed at attracting visitors from Google. So let's jump straight ahead and look at the word search behaviour and how you can examine your own customers' search behaviour on Google.

What is search behaviour?

Your audience's search behaviour is the keywords and search phrases they type into Google to find something specific they're looking for. These could be searches based on either challenges, needs or intentions that your business can offer a solution to.

To do this, it is important that your content is optimised for the search habits of your target audience. In practice, it is not enough to offer a solution to users' search queries, because if the content on your website is not optimised accordingly, Google will not know that your company is the right one to solve the query.

For example, your website content may be written in a very formal, jargon-ridden way, like the expert you are. But this is where the problem arises, because it's not necessarily the formal and jargon that your customers are using on Google when they're looking for a company like yours.

So there's no point in writing content if you don't know your target audience's search habits.

Map your target audience's search behaviour

You're probably thinking that you know your audience best. You certainly do better than many, but there's probably a lot to learn about their search behaviour - for you too.

See the example for yourself here. Let's assume you have a B2B webshop selling workwear. Under your work shoes category you have written a long and nice SEO text focusing on the keyword work shoes.

Now, via an analysis of the target audience's search habits, you are informed of the data below, where it can be seen that no less than 8,100 searches for the word safety shoes per month. This is far more than the 1,600 who search for work shoes:

It is not wrong to write content targeting the keyword work shoes, but there is overall a greater economic potential in having safety shoes as the primary keyword, as there are more searches on this.

If Google 'learns' that you sell safety shoes, your potential customers searching for this type of footwear will find you much more easily because you match your text content to their primary search.

It is also interesting that there are 720 searches for "safety shoes women", while there are only 70 searches for "safety shoes men". In other words, there is great potential in offering safety shoes for women and optimising the text content of your website accordingly.

Here's how: The way to map your target audience's search habits is through a so-called keyword analysiswhere you:

  • identifies your potential customers' challenges, needs and intentions, to which you can offer a solution.
  • identifies what your audience is looking for most - in other words, what content will attract the most potential customers to your website.

You can read how to prepare a keyword analysis in our post on keyword analysis. You can also download a free copy of our SEO book. Keyword analysis doesn't have to be difficult, and there can be a lot of revenue to be made by integrating it into your content strategy!

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Mark Molgaard

Partner & Senior SEO Specialist

Se forfatter

Get in touch

Do you need help with search engine optimisation (SEO), or are you considering whether it makes sense for your business to focus on SEO? Contact Martino d'Apuzzo for a no-obligation discussion about your SEO project.

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