Defining the Audience:
If you are from an company or are an SEO professional, I know exactly what you are thinking.
“Are you telling me I need to do all this before presenting a budget? Are you crazy?”
Calm. The idea here is to list what the budget needs to provide, not what it must have.
In other words, the definition of the audience, which involves research, briefing, data collection and other details, will not be done before presenting a budget.
Because no decision maker will give you input to gather such information if he is still quoting with several agencies or professionals.
This logic also applies to other items mentioned below. They must be in the budget. The company must make it clear that they will be done as soon as the contract is hired.
That said, let’s get back to the topic at hand, defining an audience.
The essentiality of this item being in the work proposal is quite obvious:
“Who are doing SEO”
In other words, practically everything that is part of the routine of gaining positions on Google must come from the public.
The keywords, search intent, content, website, etc. This will all depend on the persona, their details.
We are talking about:
- Age;
- Region;
- Income;
- Interests;
- Habits;
- Pain;
- Anxieties;
- Goals;
How the company can help?
If the SEO budget is not talking about determining the audience, understanding who the company will talk to, it is very likely that we will be faced with a generic proposal again.
Probably, a work plan more oriented towards on page SEO, where the professional or SEO company in Denver will clean technical errors from the website, leaving it with cleaner code.
But this is the same thing as making your store beautiful, but still having the wrong products, bad service and poorly planned windows.
Keywords and search intent
If the budget provides for the definition of the audience, great!
Now, however, it is necessary to consider the SEO context.
After all, what is organic search all about?
Make the user find your website when performing a search. Just that. Just it.
And would it be possible to get into this merit without knowing what words he types into Google? Certainly not.
So, good SEO work also needs to consider the survey, mapping and definition of these keywords.
After all, they will guide not only the optimization of pages, but also the creation of new texts with the aim of ranking for these terms.
And we’re not talking about simply making a list of what you think. It is crucial to talk internally and with the customer to find out the doubts and questions asked of Google.
And, after that, consider tools like Google Keyword Planner to establish whether these are indeed the words to focus on:
- What is the search volume for this term?
- What is the degree of competition?
- what are the results that Google shows?
In other words, it’s not enough to make a list and start producing and optimizing. It is necessary to see if people actually search using these terms.
Search Intent:
This item will not necessarily be explicit in the proposal. Especially because it is a subjective issue within the context of defining keywords.
What we are saying is that, in addition to knowing which words to focus on, you must also know what the user wants in response when using a search term:
- A text?
- A video?
- A spreadsheet?
- An image?
- Some quick information?
Producing content and optimizing your website without taking this into consideration will likely render your SEO efforts useless.
