Defining Target Audiences and Content Strategy to Improve Relevance and Search Rankings

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.

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.