Personalization has grown from being a buzzword in marketing to an essential cog in the SEO machine. There are no two ways about the fact that readers today expect a greater push towards personable and contextually relevant content.
For years, personalization has been a vague concept discussed profusely by marketers with no great actionable plan to actually deploy it. Now, we see a different outlook on things. SEOs have started implementing personalization tactics with actual concrete techniques. SEOs are not alone in this push. From paid newspaper marketing to TV ads, every bit of marketing space has advertisers trying to strike a chord with customers says Gaurav Heera.
In this rush for personalizing content for the target audience, a newcomer may find the concept a bit difficult to comprehend. While it may seem easy in theory, writing a piece of content actually tailored to a given set of audience is not easy. It requires the use of some common basics and other finer tools which may not seem apparent at first.
In this article, we discuss the basics of personalization which are most applicable while writing SEO-optimal content.
Perhaps the first thing a writer can address is whether a given piece of content is relevant to the audience is checking whether the people of a given country understand it.
For instance, consider you run an e-commerce website and plan to run a marketing blitz combining SEO content and social media. In a country like India, the festive season is set between October and November around the time of Diwali. If to an Indian audience, the marketing blitz is done around the time of Christmas, there is bound to be some form of dissonance says Gaurav Heera.
Similarly,, is a Middle-Eastern country, the festive season will be around the tie of Eid. These finer details have played a huge role in personalization. If you want your marketing blitz to be successful in India, make sure you run it around the time of Diwali. If your target audience is in the US, the Christmas period is the right time.
Let’s continue with the same example. You plan on running a marketing blitz in India through SEO content and social media during the Diwali season.
This will only work if you’re target audience is North Indian. In South India, the festive season is around the time of Pongal and Onam. Thus, understanding the specifics of a country may not always be enough. In a country like India rich with diversity, understanding deeper local contexts becomes even more important says Gaurav Heera.
Geography is not the only factor. People can also be segmented based on their interests. By creating content tailor-made to attract a community of people sharing a common interest, brands can cut across borders and reach a worldwide audience.
In conclusion, this article covers the basics of personalization and how basic tools can be used to induce personalization in content.
About the Author- Gaurav Heera is a digital marketing trainer and writer with many years of experience in the field. He often writes guest posts for DelhiCourses, an institute known for its digital marketing course in Delhi.