Defining Target Audiences and Content Strategy to Improve Relevance and Search Rankings
The Problem
A specialist lifting equipment supplier had no defined target audience, with marketing and messaging that failed to align with specific buyer profiles or purchase journeys. At the same time, the website had no keyword rankings, leaving the brand virtually invisible in search results and missing out on high-intent traffic. This meant content lacked both customer relevance and discoverability.
The Solution
One of our digital squads conducted in-depth customer insight research, mapping buyer personas and aligning site content to their needs and decision-making journeys. Alongside this, we implemented a combined SEO and PPC strategy—optimising both product and category pages for targeted keywords while running paid campaigns to capture immediate demand. This ensured content was both relevant to the audience and positioned to be found online.
The Outcome
- Increased organic traffic from 0 to 4,000+ visits per month
- Ranked for over 1,200 targeted keywords
- Higher relevance of site content for target buyers
- Improved conversion rates and reduced bounce rate
The next step is to book a short screenshare where we’ll walk you through everything.