There are numerous ways to reach an audience and enhance your SEO, or search engine optimization. One of the approaches that we will discuss is how to use unique key terms to segment your audience. Target segmenting, or audience segmentation is a tool to help attract specific customers or groups who may be of interest to your content or products. Segmenting is a great tool used to find out who you’re demographic is, are they male or female, married or single, where they are located and what areas of interest they might have. This process essentially filters your searchers into smaller sub-groups to focus attention to individuals who are interested in that specific type of content.
How or where should I start?
Segmenting an online search audience can be done in numerous ways. You may divide your customers into smaller sub-groups based upon their specific location, age range, monitor purchasing history, or behavioral based decision making. This is an opportunity for you to get to know your user based on the things that they show interest in and where they navigate while on your page. Here are a few items that are important to learn that can help you get to know the customers visiting your business or website.
Demographics
Utilizing socio-demographic search segmentation based on a specific age groups, races, or location is one of the most important methods of market advertising. When selling or advertising a specific product that appeals to an older audience, you might choose to optimize and “filter” those search efforts in a way that is more focused to the older demographic. Example being, someone who is over 50 years old might gravitate towards an ad that is talking about retirement plans with a larger text or font size. You might decrease the amount of text to make it as readable as possible while using images of a topic that are of interest to them.
Psychographics
Search results are able to help someone analyze what activities or interests that target searcher prefers. What drives the customer to shop at that specific store, do they have specific hobbies or habits that attract them to shop there. Does their income or marital status determine what they buy or why they buy. These are all valuable questions that digital marketers need to know when attempting increase their conversion rates throughout marketing campaigns.
Content Viewed
Having the understanding and knowledge of what information is being viewed from your target audience is very valuable, because you then know whether or not the content is attractive to your given demographic. Being able to see a time stamp of how many views a page has and how long a user was actively browsing or shopping on a given page can help you make changes as needed. Knowing what content has been viewed and what page a user was on can also help you determine if a consumer actually visited the shopping cart or made it all the way to the checkout page.
Establishing a track-able reputation and following based around your segmented market can also help you identify what pages have a higher than average bounce rating. This is a measure of how many of your searchers are browsing your website and bounce or leave without continuing to view or search deeper throughout additional pages, this term is also referred to as stickiness. Creating a website which is full of vibrant colors, is easy to view, and reduces popups will have a much lower bounce rating compared to one that has unorganized information and popups annoying your user.
- https://www.thecompassforsbc.org/how-to-guides/how-do-audience-segmentation
- https://www.investopedia.com/terms/m/marketsegmentation.asp
Josh Clark