How To Build Lists With Long Tail Seo Retargeting
Management Summary
User intent beats demographics
Demographic characteristics such as gender, age, origin, income, hobbies, level of education, etc. are sometimes wrong. Just because I’m young and single doesn’t mean I want to buy Clearasil. But perhaps a 60-year-old Porsche driver needs a moped because he is reluctant to let his new partner get behind the wheel of his GT2.
When someone starts a search query, it is a clear interest or need. Regardless of all demographic characteristics, I want to save this person in the right retargeting list and address them in a personalized way.
Target group building through SEO
A good example is the topic of “christening gifts”, as the target group can hardly be captured with demographic data. Baptism gifts are needed by grandma, uncle, cousin, sister, best friend and neighbors. A short evaluation of the Google autocomplete provides the following results:
- baptism gift for godmother
- baptism gift for grandchildren
- baptism gift for twins
- baptism gift for parents
- baptism gift as a guest
- baptism gift from grandma and grandpa
- baptism gift from godfather
- baptism gift from patentante
- baptism gift last minute
- wrap a baptism gift beautifully
- baptism gift if not invited (my personal favorite)
Ubersuggest gives me 257 keywords with a total search volume of 54,620 per month. The second step is to answer these search queries. Since almost all inquiries have an informal and commercial background, an editorial article with product suggestions would be ideal.
For a resourceful SEO, it is not too much of a challenge to get a good article on such “long-tail terms” to the first or second position. Now comes the trick to the whole thing: I have the option to specifically target each target group. I can delight all users who came to my site through a search query like “baptism gift from grandma and grandpa” with extra large font on my retargeting banners.
The most difficult task is to create the articles well, optimize them and bring them to the top positions. Once this is achieved, they will continue to bring highly relevant visitors! A nice side effect is that these articles can create natural links.
More relevance for the entire domain
Google not only evaluates individual subpages, but also checks the entire domain for relevance. Anyone who covers a topic in all its facets and details automatically gains more authority on that topic. See HERE!
An intelligently designed magazine can support the entire domain with a better ranking.
Every website needs its own individual topic strategy, which is not always easy to find. We would be happy to work with you to think about a suitable content plan.
