sourcegraph
June 6, 2023

We hear a lot about Personas in SEO and marketing, and for good reason: they are at the heart of your strategy!

The analysis of your personas is essential in your digital strategy to know your customers, how they think, they react, and their needs.

As SEO agency experts, we will give you an overview to help you include these personas in your SEO strategy effectively.

WHAT IS A PERSONA?

The persona is a person or rather a character that you will invent to represent your perfect client. This persona personifies the ideal profile who is interested in your products or services.

The goal of creating a persona is to get you as close as possible to what the customer thinks, what he wants, what he expects and his concerns. To put it more briefly: you get into his head to put yourself in his place.

personas in SEO

HOW TO GET INTO THE MIND OF YOUR PROSPECT AND UNDERSTAND HIM?

You may think directly of Profilers, those people who dissect the behavior of serial killers to build their profile and help to understand and anticipate their actions! Oh wait…. But yes, that’s exactly it! Except that this time it’s not about serial killers, but about your prospects and future customers who will buy your goods or your services!

HOW DO YOU PUT YOURSELF IN YOUR CLIENT’S SHOES?

Most of the time personae are profiles based on market research, or with information collected from the sales force, sales department or CRM. You can easily know your personae if you ask questions or ask the opinion of your current customers.

You can also inspect the profile of your clients, their professions, their position, is he a decision-maker, their temperament… Age and socio-professional situation are also very important, codes, culture Also.

WHY TAKE INTO ACCOUNT THE PERSONAE IN SEO

You understood that the personae were your ideal client and that he can bring you a lot in your strategy. But then in SEO, how does it work? Here are some leads:

RESPOND PRECISELY TO A SEARCH INTENT

Search intent in SEO experts is taking an increasingly important place in the search engine algorithm. Indeed Google (to cite only him) tends to become a response engine in which it will give as quickly as possible an answer to its user. If we try to know the desires, the questions, and the concerns of a user by building a persona, we will be better able to answer him. This gives you a better chance of standing out on highly targeted queries.

DECREASE BOUNCE RATE

The bounce rate is an interesting KPI in SEO, because it allows us to understand if a page is interesting enough or not, if it lacks content or information that the Internet user came to seek. To decrease the bounce rate using personae, you can:

WRITE GOOD CONTENT

Well, yes, it may seem obvious, but it’s not that simple. To help writers write content, you have to help them and tell them who they are talking to. The personae will help the SEO content writing services to write well-targeted content using a specific tone adapted to the reader. By integrating your personae into your writing brief, you promote more appropriate quality content.

TELL A STORY THAT CAPTURES THE READER’S ATTENTION

A story is told from the beginning, immerse your reader in your content, and train him in a story so that he hangs on by recognizing himself through it. It is the power of storytelling that will capture the maximum attention of your prospect.

UX WRITING: PRIORITIZING THE INFORMATION ON YOUR PAGE

We know little about the concept of UX writing or UX writing in France, but it is in full development, especially in the United States and already widely used by our friends Google. The goal: to improve the user experience other than by design but with words. Whether in the editorial content or the layout, it is important to be able to give quick and clear information to your reader by responding to his intentions. Moreover, in UX and UI, the persona principle is used a lot to understand the behavior of an Internet user on a page. Some tests are also carried out to validate or invalidate certain versions of pages or sites in beta test.

Example: You offer places in a senior residence or in Pead: your persona will not be the elderly person, but probably the children or grandchildren. What is he mainly looking for?

The price? Comfort? The services offered in addition?

Your personae will quickly help you to know the answers to these questions and highlight them on your pages.

The advice: A content block with the promises with a HN title structure and an argument in a few sentences.

INCREASE THE NUMBER OF PAGE VIEWS

The profile of your personae can help you segment your audience and thus offer appropriate content. For this you can create different pages all linked to each other, but with different paths. So, you lead your reader in a story from page to page while increasingly targeting your ideal client.

CREATE AN INTERNAL MESH IN SILO WITH THE INTERESTS OF THE CLIENT

Internal linking is a very powerful optimization in onsite natural referencing. For what? because:

  1. This allows a wider semantic field and brings weight to the target pages
  2. This promotes the distribution of “link juice” (popularity) in the pages
  3. You keep your user in an ecosystem associated with his theme with a maximum of information.
  4. It can wander from link to link and then increases the views of your pages.
    Therefore, with good, engaging content, related pages and easily available information will increase your chances of providing the best experience to your customers.

TO CONCLUDE

To succeed in your natural referencing strategy using personas, put the odds on your side to get to know your customers and users. Don’t hesitate to use your human resources and data to gather as much information as possible about them.

Focus your strategy on content creation, UX, but also internal networking with related topics that will keep your visitors on your site while making an impression.

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