7 Ways to Research and Analyze Your Target Audience for SEO

How can you increase appropriate website traffic and increase conversions? Learn how to conduct in-depth research on your target audience for SEO results.

When I describe SEO, I say it’s a combination of marketing, technical knowledge, and psychology.

From a marketing standpoint, you must have a general understanding of your product, the problems it solves, and the best way to communicate with your target audience.

Technically, you must be able to build a foundation for your website that improves search performance.

Now, from a psychological standpoint… this is where an SEO can really help.

If you can learn not only how to identify your ideal website visitor, but also who they are and what motivates them, your SEO efforts will pay off handsomely. You’ll have traffic statistics as well as ROI to back up your efforts.

SEO is more than just numbers (i.e., keyword ranking positions, number of backlinks, traffic, etc.). It is also important to understand the audience and build an SEO campaign around that knowledge.

When SEO is focused on the right audience, targeted traffic increases, resulting in more conversions.

There are several methods to Research and Analyze Your Target Audience for SEO.

As you can see from the list below, there are tools woven throughout each method to help you along the way.

1. Use Keywords to Collect Demographic Information.

One of the most significant aspects of SEO is keyword research. Keywords should be targeted and relevant to your products or services, as you are probably aware.

Once you’ve compiled a list of keywords, pick the top five that best represent your brand and research the demographics associated with those words and phrases.

Google Trends will show you how the keyword has trended over time, as well as demographic information related to the location.

Google Trends was extremely useful during the pandemic, when people’s online behaviors were rapidly shifting.

Google Trends provides excellent location data, but Demographics.io is another tool I like to use for additional demographic information. This tool connects demographic information to keywords.

How to Use This Information.

Identifying demographic information such as age, gender, and location can help you in a variety of ways with SEO.

Local link opportunities can be found in geographic areas where queries occur.

Topics, interests, and other terminology relevant to those groups can be determined based on age and gender.

2. Find Out Who Is Visiting Your Website.

This technique is similar to painting the target around the arrow.

However, it is critical to understand who is visiting your website so that you can determine if they are the intended audience.

Google Analytics is one of the simplest ways to obtain this information.

How to Use This Information.

This information can help you recommend content topics and target geographic areas by providing insight into the audience.

On the other hand, you may examine this data and discover that it does not correspond to your organization’s target markets.

In that case, you should double-check your keywords and content to ensure there is no misalignment.

3. Examine Other Brands.

You can look beyond your own website to gather information about your target audience by analyzing other brands and competitors.

You’d be looking for demographics and psychographics, and you’d want to gather as many insights as possible. The tools listed below can assist you with this type of analysis.


Quantcast collects data on purchasing habits, occupations, device usage, demographics, domain affinity, and more.


According to Audiense.com, the audience is built using eight different criteria that “can be combined together to allow the creation of highly targeted audiences: Demography, Relationships, Behavior (activity), Conversations, IBM Watson Personality Insights, Location, Interests, and Twitter profile.”

Audiense then creates audience segments by “clustering individuals based on ‘who knows who,’ i.e., how these individuals are related.” We consider who follows who and group them together; for example, if person A follow’s person B, they will be grouped together.”

How to Use This Information.

This data, like the previous method, can provide insight into the audience and help you recommend content topics and target geographic areas.

You might also come across some excellent link-building ideas based on your interests.

4. Use Social Insights.

Social media platforms are one of the quickest ways to learn about a target audience.

On Followerwonk, you can also see audience information for competitors and other brands.

What’s great about this tool is that it also includes a word cloud to show you what users are discussing.

How to Use This Information.

The word cloud in Followerwonk, in particular, can help you identify other keywords you may have overlooked while also presenting content marketing ideas.

5. Do Surveys.

Out of all the options on this list, this one is the easiest. Send out a survey to better understand your audience.

Keep it short and snappy if you want a respectable quantity of surveys to be returned. Ask about the general interests, needs, and pain areas of the audience.

Here is a fantastic resource for creating surveys: The ultimate guide to using surveys for content marketing.

How to Use This Information.

Utilize the data you collect from the survey to find potential for content, such as photographs and videos, keyword targets, etc.

6. Identify Issues.

Identifying frequently asked user questions is now even more crucial because Google is progressively providing solutions directly in SERPs.

In order to reach our potential audience at the proper time, we also want to anticipate their long-tail queries. There are numerous resources that offer typical questions, such as:

Checking out each of these programmes is worthwhile because they all draw data from different sources.

How to Use This Information.

To attract long-tail searches from your audience and improve your chances of appearing as a direct response in Google SERPs, create content around frequently asked queries.

7. Analysis of secondary data.

You can complete the gaps in your knowledge with more research if you are aware of the audience’s age, interests, etc. To learn more about one of the important components of your audience, look into research.

For instance, go to Google Scholar and search for published studies on the Baby Boomer generation if you’ve determined that this demographic comprises your target audience.

How to Use This Information.

Utilize this additional research to develop your personas and have a clearer understanding of the audience you are attempting to reach with SEO.

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