Performing Audience Research and Content Analysis for SEO

When it comes to understanding one’s audience, an SEO content check is vital to see how well a website is performing in search engine rankings. It measures factors like website traffic, visitor behaviour, and conversions. From this data, SEOs can analyse what’s working and what isn’t so that they can make necessary changes to improve their SEO content strategy.

Customers’ search results can vary significantly. They may be based on one’s needs or interests. They may also be influenced by certain products or services.

Some people may already know what they need to do to get the best results from Google. Others may be starting the research process and comparing various products and services.

This is the stage where web admins start to identify the areas of expertise that they need to focus on in order to get the best possible results. These include:

• Target personas
• Buying stages
• Potential keywords

Persona Research

To achieve this, web admins will need to map out their target personas and keywords for each stage of the buying process.

Businesses can start by using data from their Google Analytics account to create target personas. This information will allow them to analyse and improve the customer service that they provide.

Before creating target personas, it’s important to first identify the people who are interested in your product or service. Then, map out the steps that they will take in their buying journey.

Connect Keywords to Personas and the Buyer’s Journey

This phase is focused on identifying the various ways that people can find the brand online. It also aims to make sure that the website is optimised for these specific buying stages.

Start by identifying the primary and root words that will be used in the marketing campaign. As the campaign progresses, SEOs can also go deeper into these keywords.

This step will allow SEOs to identify the areas of the campaign that were missed during the competitive research. These will also help them identify the potential opportunities to take advantage of.

This step will allow one to complete their research and create a content strategy that will help improve the visibility of the website.

Evaluate Existing Content

After conducting keyword research, it’s important to check the existing content of the website to make sure it’s optimised properly.

Does the website have pages that are not generating any traffic from Google, or are there multiple pages that are related to the same keyword?

Before writing new content, make sure that the existing pieces are aligned with the keyword list created in the previous stage.

Before creating an editorial strategy or content calendar, it’s important to thoroughly review the existing content. This step will help identify which pages should be removed or consolidated.

Some of the elements SEOs can look into include:

• Page traffic
• Primary keyword
• Number of keywords ranking
• Word count
• Internal linking

Users can perform an SEO content check by exporting all their pages from their CMS. Then, use an SEO tool such as Semrush Site Audit to check the existing pages of the website.

Assess the Site’s Content

Go through the details of the data collected and label the pages as follows:

Keep: The page is optimised and can be left alone without changes. It has performed well and is well-designed.

Optimise: The goal is to improve the quality of the content on the site and make it more relevant to the audience.

Rewrite/revamp: This is for pages that require revisions or new content.

Remove: If the pages are not performing well, it may be best to remove them from the website’s various internal and external links altogether.

Consolidate: If there are multiple pages that are related to the same keyword, consider moving the content to the appropriate page.

Prioritise the Fixes

The last step is to assign the optimisations according to the traffic or keyword importance of the target list.

If there are pages that are not performing well on search engines, move them to the top of the priority list.

If there are pages that are performing well but are not generating a lot of traffic, move them to the second priority list.

After the keyword list is complete, create a comprehensive list of all the existing pages to map to it.

Consider the Gap

During the early stages of the marketing campaign, it’s important to identify the various gaps in content and personas. Having the right content that targets audiences will allow web admins to reach their goals.

As the various stages of the marketing campaign go through, some websites will experience cannibalisation. This is because the various teams and stages involved in the development of content and SEO will often go through different phases.

Before diving into the SEO content creation process, it’s important to identify and maximise the existing content on the website. Then, create a content plan that targets all of the keywords that aren’t optimised.

Maximise Your Website Performance with SEO Content Checks

If you want your website to rank well in search engine results pages (SERPs) and know how to deal with duplicate SEO content, it’s important to understand how your target audience uses the internet. This means performing audience research and content analysis.

Position1seo.co.uk can help you with this. We have a team of experienced SEO professionals who can carry out extensive research into your target market. This includes analysing your website’s existing content, as well as that of your competitors. We can also use tools like Google AdWords and Google Analytics to get insights into how people are searching for the products and services you offer.

To learn more about our services at Position1SEO, visit our homepage or send us an email at jason@position1seo.com to arrange a free consultation.