Moving Beyond Keywords: How Audience Research Boosts SEO Conversions

You know, I was scrolling through some industry chatter the other day when I stumbled upon a brilliant quote by Ross Hudgens, the CEO of Siege Media. He said, “Start with a keyword research tool and you will find high difficulty terms that don’t convert. Start with audience research and you’ll find low difficulty terms that do convert.” That really struck a chord with me. It’s a bit of a departure from the traditional SEO approach we’ve all been taught, isn’t it?

For years, the standard playbook has been all about keyword research. Dive into a keyword tool, unearth those high-volume search terms, and then tailor your content around them. The logic seems sound: find out what people are searching for, create content to match, and watch the traffic pour in. But here’s the snag – while you might get a surge in visitors, are they the right visitors? Do they convert? In my experience, not always.

Take broadband.co.uk, for instance. We managed to rank exceptionally well for the term “broadband” for a good many years. Traffic was through the roof, but the conversion rates were less than stellar. The term was so broad that it attracted a wide audience, many of whom weren’t ready to make a purchase or didn’t find what they specifically needed on our site. Plus, with such a generic keyword, we were up against colossal competition. Every other provider was gunning for that same term, making it a perpetual uphill battle.

The core issue with relying solely on keyword research tools is threefold. First, high competition. Popular keywords are often dominated by well-established sites, making it tough for smaller players to make a dent. Second, a lack of intent insight. Keywords on their own don’t reveal much about where a user is in their buying journey or what they’re genuinely seeking. And third, missing out on niche opportunities. By focusing on generic terms, we often overlook the specific queries that our actual audience is using – the ones that are easier to rank for and more likely to convert.

That’s why I’ve become a firm advocate for audience research over traditional keyword research. Instead of starting with keywords, we should start by understanding our audience deeply. Who are they? What are their needs, pain points, and preferences? What keeps them up at night, and how can we solve that?

When we delve into demographic details like age, gender, and location, as well as psychographic aspects like interests, values, and lifestyles, we start to paint a vivid picture of our ideal customer. Add in behavioural insights – how they interact with our content, their purchasing habits – and we’ve got a solid foundation to create content that truly resonates.

Now, some might argue that this sounds a bit like keyword research in disguise. After all, we’re still looking at what people are searching for. But the key difference is the starting point. We’re not zeroing in on keywords; we’re focusing on the questions our audience is asking, the problems they’re trying to solve. It’s about crafting content that answers those specific queries, meeting them where they are in their journey.

On broadband.co.uk, we recognised that our audience wasn’t a monolith. We had multiple segments with varying needs. For example, older adults who were getting online for the first time had different questions compared to tech-savvy gamers seeking ultra-fast connections. By identifying these distinct groups, we could tailor our content more precisely, addressing specific concerns and guiding users more effectively towards conversion.

So, how does audience research help us find those golden low-difficulty terms that actually convert? Well, when we truly understand our audience, we’re better positioned to discover long-tail keywords – those longer, more specific phrases that users employ when they’re closer to making a decision. These terms might have lower search volumes, but they often come with higher conversion rates. Less competition too, which is always a bonus.

Moreover, audience research enhances our grasp of search intent. Knowing whether someone is looking to buy, learn, or compare informs the kind of content we produce. It shifts our focus from casting a wide net to delivering targeted, meaningful information that guides the user along their journey.

If you’re keen to dive into audience research, here are some practical steps to get you started:

1. Surveys and Interviews: Directly engage with your audience. Ask them about their challenges, what they’re looking for, and how you can help.

2. Social Media Listening: Keep an ear to the ground on social platforms. What are people talking about in your niche? What content are they sharing and engaging with?

3. Analytics Data: Use your website analytics to understand user behaviour. Which pages are they visiting? How long are they staying? Where do they drop off?

4. Customer Feedback: Pay attention to reviews, comments, and any customer service interactions. These can be gold mines for insights into what’s working and what’s not.

5. Competitor Analysis: Look at what your competitors are doing. What’s resonating with their audience? Where are the gaps that you can fill?

6. Develop Buyer Personas: Create detailed profiles of your ideal customers. This helps in tailoring content that speaks directly to their needs and desires.

7. Engage with Your Audience: Whether it’s through newsletters, polls, or Q&A sessions, the more you interact, the better you understand them.

8. Monitor Industry Trends: Stay updated with the latest happenings in your industry. This ensures your content remains relevant and timely.

9. Test and Iterate: Implement your findings, monitor the results, and be prepared to make adjustments as needed.

10. Collaborate Internally: If you have different teams, like sales or customer service, tap into their insights. They’re often on the front lines and have valuable information about customer queries and pain points.

At Keywords People Use, we’ve been embracing this approach wholeheartedly. We’ve shifted from seeing ourselves as just another keyword research tool to becoming a search intelligence platform. Our aim is to help you uncover not just what people are searching for, but why they’re searching for it. By focusing on the audience first, we believe you can create content that not only ranks but genuinely meets the needs of your users.

In essence, it’s time we move beyond just keywords and put people at the forefront of our SEO strategies. Understanding your audience isn’t just a nice-to-have; it’s fundamental to achieving real success online. After all, attracting visitors is one thing, but attracting the right visitors – those who engage and convert – that’s where the real magic happens.