Gone were the days when search engine optimization (SEO) was all about spamming and getting as many keywords as possible into an article. Today, SEO writing focuses on connecting with the target audience, as it affects not only the rankings but the brand’s identity and reputation as well.
According to Bungemoe, a company that specializes in providing local SEO for small businesses, high rankings are largely dependent on the quality of your on-page and off-page content. Indeed, good content is the framework that modern SEO is built upon, which is why many web content writers have to be more conscientious when writing for their clients.
One of the most important aspects of creating good content is to use a persona.
Personas are the human side of SEO. It is a type of fictional character that represents your ideal customer – someone who benefits most from whatever you are trying to sell. It is representative of someone who has the most to gain from reading your content.
You do not make personas from scratch. They require extensive market research and data in order for them to be effective.
Using Personas Effectively
Personas have long been used in marketing. It is not limited to writing alone, but plays a large role in graphic design as well.
Your persona defines whom your content should be about. When writing any kind of content, you should use your persona to set the tone and the language. For example, if your persona is a 16-year-old girl who loves make-up and parties, your writing should reflect this. It should be fun, easy to understand, and veers away from technical terms, which may come off as boring.
Using personas effectively is all about fleshing out your character and applying them to your writing. As an SEO writer, you want to be able to put yourself in the shoes of your reader – the trick is to write from the point of view of someone your target audience can relate to. The idea is to scrap the generic everybody and to replace them with someone specific and specialized.