I’ve realized when doing Search Personas for my website project, that it isn’t as easy to find a specific search persona for one specific type of person sometimes. While narrowing down your audience is extremely important toward the beginning of your keyword research, getting TOO narrow can lead you down a rabbit hole to an audience too small to support a growing business or website. One thing that helped me when doing my search personas is to consider the larger group of people that relate to my search persona.
In one instance, one of my personas was an athletic director of a small school with little media exposure. To really complete the persona I decided to go with an athletic director of a Division Three school on the East Coast. However, when looking at the persona a second time, I realized some of the needs and wants of the persona would be different if it were an athletic director of a larger Division One school on the West Coast. The Division Three coach might not be targeting getting the absolute highest talent as much because they understand they can’t compete with larger heavily funded programs and want more local athletes. The West Coast athletic director might prioritize national scale recruiting due to a lack of numbers on the West Coast.
Because of that, I realized to really fully find a good target market and keywords to hit as large of an audience group as possible, I had to look outside of the box and try and find encompassing keywords as well as the specific keywords I came up with to mark every box.
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