web site optimisation tutorial Search Engine Marketing Guide
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  Search Engine Marketing Guide    
Web Site Content - Market Research

In This Section
  Who is your target market?
  What will your site offer?

A lot has been said about designing search engine friendly sites but your audience is people, not a search engine. This is why before you even begin to think about how to construct a web site or the copywriting for it you need to conduct market research.

Very few web sites cater for everyone. Most web sites have a specific target audience, usually made up of a large proportion of a single age group, gender, income bracket, etc. Of course, the target audience for your site may be considerably smaller, focusing on people working in a single industry, or it may be larger. The point is to establish the target market for your site before you begin working on the design or content.

You must also decide what your site is going to offer your target audience. Is your site informational in nature, are you going to offer online sales, is it primarily an online brochure, are you planning to use your online presence to boost offline sales, increase brand awareness or confidence in your company?

Combining what you consider to be your target market with what you hope to accomplish with your web site should give you a good idea of the type of copywriting, design style and navigation structure to employ. But if you are hoping to be found well on search engines and directories it is essential that you first conduct keyword research.

NEXT Step: Keyword Research

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