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Edd Dawson explores why audience research delivers better SEO results than traditional keyword research. He breaks down how understanding your audience helps you find low-difficulty terms that convert better than competitive trophy keywords.

• High-volume keywords are often highly competitive and don't convert well
• Traditional keyword research leads to "trophy terms" with traffic but poor conversion rates
• Audience research helps identify specific needs of different customer segments
• Understanding demographic, psychographic, and behavioral factors is essential
• Different audience segments (like OAPs vs gamers) have entirely different content needs
• Long-tail keywords have lower search volumes but higher conversion rates
• Practical steps include surveys, social media listening, and analytics review
• Testing and iterating based on audience feedback improves results
• Tools like Keywords People Use help identify specific customer questions

You can find links to everything mentioned in the show notes. Connect with Edd on LinkedIn and Blue Sky, try Keywords People Use at keywordspeopleuse.com, or visit eddawson.com for consulting.

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"Werq" Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 4.0 License
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