Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Register Here
Close

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.
Register Here
The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Forget SEO; Optimize for Your Personas

By Carly Stec

Forget SEO; Optimize for Your Personas

Recently, Google made a change aimed at encrypting all search activity, except for clicks on ads.

Rather than let this change stunt your marketing strategy, lets focus on how to move past it.

SEO marketers need to take a step back and revisit their business objectives before moving forward. Shifting the emphasis from keywords to results that reflect steady organic traffic, effective lead nurturing, and reach growth will help businesses stay focused.

Strong inbound marketing aims to attract your buyer personas and industry leaders, not just Google.

 Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

So forget traditional SEO, the introduction of Google's Hummingbird algorithm it is more important than ever to optimize for your personas.

What's the Word, Hummingbird?

While many marketers were left puzzled after Google's keyword curveball, Google did not intend to leave them hanging for long.

Back in September, Google released Hummingbird, an unparalled search algorithm that places a heavy emphasis on user intent.

Straying from traditional keyword-based algorithms, Hummingbird focuses on conversational search, meaning it looks more closely to pick up on long tail searches.

With the introduction of Siri in 2010, consumers have got into the habit of speaking their searches, particularly in the form of questions rather than segmented keywords. It appears that Hummingbird's approach is reflective of this technology-induced transition.

Wondering what the significance of Hummingbird is?

The alogrithim got the name Hummingbird because it is both "fast and precise", according to Amit Singhal, senior vice president and software engineer at Google.

How to Develop Content in Accordance

While marketers were certainly relieved that Google didn't leave them hanging, many are still trying to master how to structure content that conforms to the new search style.

The solution is simple. Your buyer personas are the number one priority when it comes to generating content that works.

Understanding your buyer personas search patterns is a good place to start. We know that people are searching in question now more than ever, which means your content should seek to inform and answer the questions they present.

Rather than produce content that just suggests what people should be doing, focus on how. Specifically explain the necessary steps they need to take to satisfy their needs.

Also, don't neglect the importance of your title.

For example, "How to" themed posts see excellent results because they adhere to the way in which people search. How many times a day to you turn to Google for "how to" instruction?

Your buyer personas are hungry for knowledge and direction when it comes to the resolution of their pain points, so don't allow them to starve.

Develop your own strategy with this information in mind, and feed your buyer personas regularly.

 Photo Credit 

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Topics:

Inbound Marketing
Published on November 16, 2013

Recent Articles

How Much Does Inbound Marketing Cost in 2023?
November 28, 2022 • 12 min read
Inbound Marketing for Construction Companies
June 11, 2022 • 11 min read
Inbound Marketing for Staffing Agencies
May 28, 2022 • 8 min read
Green Energy Inbound Marketing Strategy: The DIY Approach to Getting More Customers
May 7, 2022 • 9 min read
IMPACT+ for Teams vs. the They Ask, You Answer Mastery Program
April 15, 2022 • 7 min read
How To Grow Your Email List: 13 Savvy Tips To Try in 2022
April 7, 2022 • 9 min read
Inbound Marketing for Franchises: Attracting Your Audience
March 25, 2022 • 6 min read
3 Surefire Signs Your Content Is Hitting the Wrong Audience
March 18, 2022 • 5 min read
Inbound Marketing for Higher Education
March 11, 2022 • 9 min read
Starting a Business Blog? Features and Best Practices for Success in 2022
March 10, 2022 • 10 min read
11 Books Every Black Sales and Marketing Professional Should Read in 2022
March 5, 2022 • 10 min read
Commercial Real Estate Inbound Marketing Strategy: The Simple Way to Get More Customers
March 4, 2022 • 6 min read
Inbound Marketing for Financial Services Providers and Financial Advisors (+ examples)
February 19, 2022 • 10 min read
Inbound Marketing for IT Companies
February 11, 2022 • 11 min read
10 Reasons Why Your Website Is Not Ranking In Google
February 10, 2022 • 15 min read
Inbound Marketing for Manufacturers
February 4, 2022 • 12 min read
Inbound Marketing for Healthcare (+ Examples)
January 28, 2022 • 11 min read
Inbound Marketing for Insurance Companies, Agencies, and Agents
January 21, 2022 • 7 min read
4 Signs Your Revenue Team Is Slowly Failing
October 23, 2021 • 9 min read
17 Examples of Inbound Marketing That Drive Sales
October 11, 2021 • 13 min read
HubSpot and Data Privacy: How to Collect Contacts the Right Way
October 4, 2021 • 4 min read
5 Key Elements of a Winning Inbound Marketing Plan
September 14, 2021 • 14 min read
The Fundamentals of Inbound Marketing
September 9, 2021 • 13 min read
Inbound Marketing Strategy: 7 Steps to Success
August 11, 2021 • 8 min read
How to Learn Inbound Marketing in 5 Easy Steps
August 4, 2021 • 7 min read