Once and for all find out the answer to the question: personas or SEO, what should I focus on when writing my content?
If you’ve been doing your homework right, I can deduce that every new piece of content you produce is focused on your personas .
I continue to reason with one more question: if you are producing a blog article, surely organic traffic is an extremely relevant metric and SEO It is also one of the pillars of your content strategy.
Still getting it right?
Well, if you still don’t understand where I want to go with these two questions, here’s the $ 1 million question:
When creating an article, what should be your main concern, the personas who will read your article or search engine optimization will determine how fit you are your article to rank better?
In this post I will talk a lot about these three questions, which can sometimes leave some marketers , freelance writers, and anyone who produces web content a bit confusing. .
Why should my content be targeted?
I graduated in Journalism and by the time I was creating my first blog post, I realized that almost nothing I had learned in 4 years of graduation could help me in that task.
Okay, it wasn’t at first, but after the first content feedback I could figure it out.
Like many people who have no experience, experience, or habit of producing content for the internet, I wrote a newspaper article.
I first expounded the problem, looked for sources that proved it, explained it completely, and tied it all to a killer conclusion.
By the end of the “essay” I was sure everything was fine, as well as the first time I took an entrance exam for UFMG (Federal University of Minas Gerais).
And just like in my first university experience, I was wrong .
Only this time it wasn’t the grammar, agreement, or lack of adequacy that made me “flunked”.
What made my first post a flop was the simple fact that it didn’t solve anyone’s problem and wasn’t optimized either.
I failed miserably .
After receiving this first feedback, some things became extremely clear to me:
- Always produce an article with one persona in mind;
- Worry about knowing the persona problem and solving it during your article;
- Worry about search engines ;
- Blog posts are produced to to be read and to attract readers, so organic traffic is one of your main metrics for measuring positive outcome;
- Everyone needs to know a little SEO.
That is, content that fits a marketing strategy needs targeting .
And after I figured it all out, one question still remained: Focusing on personas or SEO?
Think, write, help and solve the problems of your personas.
This is possibly the most widespread and repeated information across the internet when it comes to inbound marketing and content marketing . Nevertheless, it is not always clear in the minds of those who produce the content.
You may constantly come across articles that make no sense. I say this because I’ve been through this situation several times.
Every time you have a question the process is often the same: go to Google, search, and find an article or page that can address that question.
Simple and clear. Right?
In some situations you are faced with a promising article. The title appeals to you and you feel that place has the information you want so much to find.
After a few seconds of reading, it is clear that this is just another article that speaks, speaks, speaks and says nothing at the same time.
What does this mean:
- The article is a patchwork. The author of that content searched for the same subject as you and just clipped the articles until he created something “unique”;
- The author has no idea what he is talking about and really couldn’t conclude anything;
- The content was not produced with targeting for a specific persona, so he could not answer his question;
- Rest assured, you may not have been the only person who was frustrated with the article.
I could list a few more possible variables to explain the lack of objectivity and problem-solving capabilities of the thousands of articles that inhabit Google today, but let’s stop here.
There are a few things that will help you avoid making the mistake that some companies comment on their content strategy:
- Know who your persona is;
- Know your problems, biggest challenges, and main goals;
- Know what channels they use to consume information;
- What tone should you use for your message to reach your personas;
- Have clear goals for each article on your blog.
Once you have all the information you need to direct the article to a specific persona, just select any problem they have and solve it in your article.
Whatever it is, if it is an interest of your personas, content should be focused on that.
Don’t produce because you find it interesting or believe it is an interesting subject for your blog.
Production should always be focused on the doubts and problems of your ideal client, your persona.
Okay, after making this statement, where does content focusing on search engine optimization come in?
On the other side of the coin we find articles that are produced for one purpose: to be on the first page of Google, preferably among the first three results.
Until some time ago, many marketers focused only on producing extremely optimized articles.
This means that you may have come across redundant content with a particular keyword repeatedly used during the play.
For a long time, searchers were guided only by keywords and this has left the internet filled with low quality and shallow content.
In 2011 this began to change with Google’s Panda Update, which penalized millions of pages that had poor, shallow, and poor quality content.
And it was at this time that history began to change for good.
So far I’ve basically talked about personas and very little about optimizations that will help you improve your rankings, right?
What happens is this: in recent times, more precisely after the Hummingbird update that aired in 2013, things have changed for good.
This update was the last major overhaul of Google’s algorithm and further benefited results that are really useful
Currently, the content that ranks well is the content that can help the reader.
These are pieces of content that can get a user to join a particular SERP (Google results page) page and resolve all of that person’s questions on your page without returning the search page.
This is viewed in an extremely positive way and directly influences the ranking of your pages.
And how to benefit from it?
Focus on personas!
I will not return to the previous points, I believe you must have already internalized the importance of thinking in personas. Now let’s go to SEO.
As much as this article sounds like evangelism for the sake of personas and inbound marketing, that’s not exactly what I’m trying to do.
While focusing your productions on a very specific audience, it is essential that you also keep in mind that SEO is as important as content itself.
Actually, before continuing this content I need to tell you a secret that you may not know yet.
Ranking Factors: Whether or not your pages are displayed at the top
Every time a search is performed Google’s algorithm takes into account a hundred criteria to rank the results
Links are and will continue to be one of the top and most important sources of value for any page, and acquiring links is an extremely necessary strategy for success.
But there are two types of existing optimizations that you also need to pay attention to:
- SEO On page: These are optimizations that you can perform within of your domain and its specific pages
- SEO Off page: These are optimizations performed outside of your domain. With the focus of showing what other domains are referring to yours.
For your content to really rank well you need to do a lot of on and off page optimizations so that together you get the result.
👉 Complete SEO Guide
👉 Search SEO Trends – Brazil
👉 Kit Domine Google
Personas X SEO: What is the best way to write successful articles
To conclude this discussion, let’s now tie the details together so that everything makes sense.
As I just said, one of the main ranking factors is the content itself. This means that how it is created, digested and replicated will directly influence the ranking of a particular page.
What does this mean in practice?
This print shows the organic result of a single article on our blog over two and a half years.
The article about personas is extremely relevant to our ideal audience and client (one of Rock Content personas). Therefore, having it as the first result of organic searches for this keyword is extremely important.
I chose this article to set an example for clear reasons:
- It’s a very old article from our blog (URL Age Ranking Factor)
- It’s optimized for On page (Multiple Ranking Factors)
- Receives Multiple External Links ( Acquiring links to gain authority)
- Clearly solves our persona’s doubt about the subject (Quality content that helps the reader)
- Has been updated a few times since its release ( content actuality rankings)
As you can see, this article performs so well on the sum of all the above factors. No ranking factor alone can put your article at the top.
““ Okay, but what is the most important point to worry about when creating my articles after all? ”
Personas and SEO.
An article focused only on a particular persona regardless of search engine optimizations is unlikely to have a good result.
Just as an article focused entirely on SEO without worrying about the reader will not rank well either.
The recipe for success is designing a strategy where you can produce the best pieces of content that focus on your personas without neglecting the importance of SEO.
Whether in internal On Page optimizations or external optimizations as a well-defined Link Building strategy.
If you still wanted to deepen your knowledge of SEO and Personas, I suggest you check out the material below:
Well, that’s it! I hope I have helped you to answer this question.