User Personas in SEO

User Personas in SEO

User personas are fictional characters that represent the different types of users that visit your website. They are a useful addition to your marketing campaign and can be used in SEO too.

Defining different user personas will help you discover keywords appropriate for your target audience and content that will attract them to your website.

Where to Start

When you target everyone, you target no-one. Start by gathering information about your users which can be done by running a survey, interviews or conduction group research.

Dig deep to truly understand your audience and find common connections and help establish not just what they do, but why they do it.

Keyword Research

Dive into keyword research to determine what people are searching for and why. It will reveal keyword data such as competitiveness, why people search and what they are searching for.

Go beyond the data insight and apply analytical thought to your results so that it can work effectively for SEO.

Here is what the keyword research process may look like:

Brainstorming What are users searching for in your niche? Come up with searches that are relevant to your page hierarchy. Any keywords that you generate can be added to your research tools and uncover additional search terms. Look at how much traffic you are already getting from existing data and whether the quality is any good.

Sorting Create a spreadsheet to sort and categorise the data and get rid of search terms that don’t generate much traffic, aren’t competitive or relevant.

Implementation Select the phrases you want to target with different pages on your website then begin adding these to the SEO elements of your web pages. This may require you to rewrite some of the content; however, it will ensure that what you have on your site is better targeted toward your user persona.

Creating a User Story

If you see keyword research as the core structure of your user persona, the demographics will help build a better picture and story.


Refreshing your data to ensure that it is accurate and up to date will help you tailor content, meta tags and title tags toward your target audience.

Looking into demographics will give you a better understanding of who they are. Start by asking the following:

  • How would they describe themselves? Parent, Student, Entrepreneur?
  • What is their age? Millennials, GenX?
  • Where to they live? City, Countryside?
  • What industry are they in? Healthcare, law, education?
  • What is their level of employment? Managing director, executive?

Social Dynamics

Exploring the social dynamics of your user persona will unveil what motivates them, where they get their inspiration and what type of media they are attracted to. This will add context to your approach and uncover linking opportunities.

Empathy Dynamics

Personalisation of data is becoming increasingly important in content marketing and creates a connection to your user on a deeper level.

An empathy map will signpost what concerns your user, what people close to them are saying, how they visualise the world and their attitudes. By resonating with your audience will make your content is more engaging a relevant. This, in turn, will lead to more shares, traffic and leads.

Author Gyles Seward

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