Customer demand is the driving force behind search and must be the foundation for your SEO strategy. Whether you’re an SEO newbie or already running a few SEO campaigns, it’s important to take a step back and determine what techniques really align with your customers’ needs.
An effective, simple concept every search marketer should leverage is the process of developing a search persona. Similar to a marketing persona, creating a search persona helps professional B2B marketers to accurately identify their target customer, to understand how users are actually searching for their business online and to ultimately, drive higher conversion. This is not a very time-consuming process, and will have a significant impact on your marketing efforts behind search and must be the foundation for your SEO strategy.
Understanding the keywords your prospects use and the places they go to find information is the critical first step in implementing a successful inbound marketing strategy.
This whitepaper provides a concise overview of how to build a search persona.