In This Chapter
Knowing your target audience
Looking at your current customers to understand their demographics
Interviewing and researching to analyze your target audience
Choosing the right tone to engage your audience
Using personas to define your audience
Understanding the benefits and drawbacks of using personas
The slogan "Content is king!" has been stated and restated in every blog, forum, conference, and seminar that has anything to do with search engine optimization (SEO) or Internet marketing. Content includes all the stuff inside your Web site: everything from the words you read, to the pictures and videos you view, to the audio you listen to. In this chapter, we teach you all about the most important content element for SEO — the words on the page. The text content draws people to your site, starting with the brief title that shows up on a search results page. Content holds a visitor's interest long enough to read your page and, hopefully, move on to do more. Content is what gives your Web site credibility with both your visitors and other sites so that they want to endorse you with a link or purchase. Content tells the search engines what you're all about. Content proves (or disproves) that you know what you're talking about.
And content takes hours and hours and laborious days to create. If you feel overwhelmed by the need to write tons of new content, we understand. The prospect of writing page after page of content can make ...