How To Target Your SEO Landing Pages Demographic Profile
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by Carrie Hill
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Historically, in the SEM industry, one has mentioned landing pages in
conjunction with Paid Advertising and other forms of controlled click
traffic. SEO has always been a more nebulous and mysterious practice;
and one page, optimized for a few keywords, could show for literally
hundreds of different long-tail queries. The plan was to make this
page as user-friendly and clear as possible, but have generic enough
to appeal to a wide variety of shoppers.
Today, I want to challenge you to take this practice and throw it out
the window. The reality is, even with pages you use to gain organic
rankings and traffic, segmentation and targeting is always going to
produce more results than a generic page, how granular you can get
with your segmentation and targeting is another matter.
We all do keyword research as the basis for our organic marketing,
whether you�re building a wireframe for your new website, looking for
new page ideas, or finding phrases that existing pages can rank for �
keyword research is the backbone of your search. Take your keyword
research to the next level and consider WHO is searching for that
term. There are a few tools that can help.
MSN adCenter Labs Demographics Prediction Tool
<http://adlab.microsoft.com/Demographics-Prediction/DPUI.aspx>
I really like this tool,� as it will tell you the dominant
demographic age and gender for either keyword phrases or websites.
This is valuable information to consider as you chose imagery, text,
voice and calls to action for each page. If Im creating new content
for the site, I will plug in my target keyword phrases and list the
dominant gender and age groups, keeping that info in mind as I select
a hook and a voice throughout my page.
Heres an example of how Id process the information I put together :
Keyword Phrase
Searches Per Day
Gender Split
Dominant Age Range
Phoenix Dentists
4
56% Female; 44% male
25-34
Dentist Phoenix
2
83% Female; 17% Male
25-34
So from this data, I know that a majority of my shoppers are female,
and theyre between the ages of 25 and 34. What do I know about this
age group and gender? And how can that help my client increase the
phone calls to their site?
Women outnumber men on most social networks
<http://www.readwriteweb.com/archives/social_networks_women_outnumber_men.php>
, so make your page clean and easy to understand, and make it link to
your Facebook fan page and show them how to follow you on Twitter.
This is a bit of a generalization, but Im not afraid to use them to
get going on a new page. Were youre looking at a fairly web-savvy
lady who may or may not have insurance. Either way, shes looking for
quality service, recommendations and up-front pricing with no
surprises, be sure your page reflects that.
Import 3rd party reviews right onto your site, and especially on this
page to increase the trust factor once this user lands.
Use straightforward language and information in bullet points.
Vanessa Fox said at PubCon this year (to paraphrase) the internet is
your new 1-800 number, provide ALL of the information your shoppers
need at the click of a mouse.
I would also try, and then test, an image of a girl next door type
or some cute kids with great teeth would appeal to your user; and if
your user happens to be a guy, a cute girl wouldnt hurt a thing!
This is a fair amount of information to take into consideration when
you build your page, write and design the page based on the majority
demographic; but do it well, and youre going to realize a lower
bounce rate, and more click- throughs.
Use your visitors to find what you need
Your website already has the greatest data you could ever need to
target your organic pages, if you know how to capture it. There are a
few different ways to find this information, the simplest being
plugging your URL into the tool above. You can also use data from your
analytics program to help you decide who youre targeting and the best
way to do it. There are a few other tools that look promising although
I havent tried all of them, yet. If you know of something good, share
it with everyone in the comments below.
CrowdScience.com <http://www.crowdscience.com>
After an easy setup, CrowdScience will pop up an easy and
polite invitation to help with market research to your visitors.
This can be a valuable tool, but it can also alienate users so be
careful and watch your analytics as you try it.
Pardot.com <http://www.pardot.com>
I do have some experience with Pardot, and the information it can
give you on site visitors is scary, and awesome at the same time.
Every day, you will receive a report that tells you who visited your
site, their email address, where they are visiting from, how many
times theyve visited your site in the last year, and will even score
that lead based on factors you outline in the platform. Scary
intelligent!
Quantcast.com <http://www.quantcast.com>
This allows you to measure the demographic information for
visitors coming to your website simply by placing a script on your own
website. The downside to this tool is everyone can see the data by
simply entering your domain at the Quantcast.com website. If the
information is worth giving up some privacy, you can use this program
to help you obtain a ton of information such as age, gender, children
per household, affluence, ethnicity, and college graduate status.
Thats a bunch of information you can use to craft pages specifically
for your visitors dont ignore it.
Test, test, test
I cant stress this enough, these tactics are a good starting point,
but testing and tweaking is the only way youre going to see increased
improvement. No form of marketing is set it and forget it so dont
fool yourself into believing this is a one time job; successful
marketers try new things, test new ideas and continually, so set up
Google Website Optimizer on your organic pages and get to work.
Lets wrap this monster article up. I just cant help being verbose
Im crazy about segmentation and targeting! Heres a short checklist
for what you need to look at when targeting your SEO landing pages to
the ideal demographic:
Find demographic information on keywords you want to use on your
organic ranking pages.
Use imagery, colors and text designed to target the demographics
youre selling to.
Test variations to try different versions and increase your ROI.
Opinions expressed in the article are those of the author, and not
necessarily Search Engine Land.
Carrie Hill <http://searchengineland.com/author/carriehill/>
Carrie is the Director of Search Strategies and Client Services at
Blizzard Internet Marketing <http://www.blizzardinternet.com>
, an agency located in Glenwood Springs, Colorado that specializes in
comprehensive online marketing strategies for travel, tourism and
hospitality websites. You can also follow Carrie on twitter,
http://twitter.com/carriehill@carriehill.
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