What is Contextual Targeting in Content for SEO?

Jen Saunders
Reading Time:5minutes

Contextual targeting is a form of personalizing content to target specific buyers. In a growth marketing stack, contextual targeting is used to hone in on individual buyer personas while they are at a precise moment in their buyer’s journey. Then, the copy nurtures and converts them on to the next stage until they translate to revenue. 

SEO is a traffic generation strategy used by growth marketing agencies to send organic clicks to every level of the funnel. In respect to contextual targeting this means that SEO keywords need to bare relevancy to buyer needs; they need to provide a solution to a common pain point while fitting perfectly into the right contextual groove embedded within the content. This article will explain how to gather the right data to put together a content strategy with a contextual foundation designed to rank the right copy, for the right buyers, while identifying the steps it takes to generate growth-driven results. 

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Contextual Targeting Requires One to Know their Buyer Audiences

In order to build context into content, one must first have a solid understanding of their target buyers. Growth marketing agencies like WEBITMD combine a technology stack with custom marketing strategies to farm data on buyers and leads. Information like gender, age, income, job title, roles and responsibilities, and place of employment can be collected from CRMs like HubSpot where marketers can create and segment buyer personas. These are used as roadmaps for routing out the process buyers go through when making a purchasing decision, and the journey is the housing for content ripe with contextual targeting value. Once the copy is structured and stitched into the SEO strategy, businesses can expect to see a higher quality level of traffic and an increase in conversions.

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Keywords Matter in Content for SEO

Keywords are still extremely important for any strategy utilizing content for SEO. But, as of April 2015 when Google’s RankBrain (AI and machine learning algorithm) the search engine announced that the algorithm is designed to constantly improve pairing search results to queries that provide solution-based results. Keywords are the anchors to your content, and they require having the right context to rank and send high-quality traffic to the right web pages and blogs. That said, you also need to learn how to source keywords for SEO, especially if contextual targeting is a huge piece to your organic search strategy. 

That said, your keywords should consist of the following:

  • Short-tailHigh search volume, high competitive rate, broad search intent, low conversion rate. Highsearch volume, high competitive rate, broad search intent, low conversion rate. However, use it as a contextualized theme keyword that appears consistently throughout your website, and it can help attract high-quality traffic.
  • Long-tail keywords – These generally have three words and and are more specific than short-tail keywords. This means there is more room for contextualizing them. Really, these areSEO rocket fuel for any growth marketing stack that relies on sending high-quality organic traffic to designated pages. 
  • Short-term fresh keywords – Not all strategies will need to use these keywords, but for the right client with specific goals, they are very valuable. These are short-tail keywords that revolve around something that has been recently hyped. For example, if a business specializes in selling luxury seating location tickets for live events, and one of the main headliners is trending in the news (for whatever reason). 
  • Long-term evergreen keywords – These are the keywords that will maintain their value throughout time, but will see search volume fluctuate. 
  • Product defining keywords – These are longtail keywords that describe and define your products.  
  • Customer defining keywords – Longtail keywords that define who your customers are and what they want. 
  • GEO specific keywords– These are generally for local SEO and use geographic context.
  • Intent targeting keywords – These are usually longtail keywords and contain the searcher’s intentions. 

When writing for SEO value, and using contextual targeting to attract a higher quality level of people most likely to convert, it is important to use multiple types of keywords to stimulate rankings capabilities, within custom content grounded in contextual targeting tactics designed to educate, nurture and convert clicks into sales.

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Linking Strategy

Contextual targeting doesn’t just exist in website copy; it’s strategy also spills over into internal linking, an SEO strategy that offers dual purposes. When you link from one page to another, you improve the user experience by helping people find the content they are looking for. In addition, links also help Google understand how content from one page to another relates, and how it contextually makes sense for those who are searching for your products and services.

For example, if you have an ecommerce site and you have a general product category page, and then you have 15 individual product pages that feature items that have slight differences like features, colors or sizes, then you can implement contextual targeting tactics into these descriptions thus offering SEO value by letting Google see how multiple products under the same canopy offer different levels of value to different buyers. And any linking strategy will complement the content strategy to do the very same.

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Titles, Tags and Meta Descriptions

Contextual targeting should also extend into page titles, H tags and meta descriptions. Titles and tags help Google better understand what your content is about and who it is for, and though Google claims that meta descriptions have no direct SEO value, they do play a role in improving the click through rate (CTR), and as long as they accurately reflect the page’s content, session duration, bounce rate, and pages per session will improve (and, more importantly, conversions).

Learn About WEBITMD’s Unique Approach to Modern SEO

Whether investing in SEO with paid media makes the most sense for your business, or relying on SEO to increase sales as part of a growth marketing stack makes more sense due to your longer sales cycle, there is a right organic strategy for your business. Download our FREE guide on our growth-driven SEO approach, then give us a call. We would love to learn more about your customers, business and products. Then, together, we can determine the best strategy necessary for hitting all of your high revenue targets in 2020!
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About
Jen Saunders is the Director of SEO for WEBITMD bringing more than 15 years of search marketing experience. She spent 13 years in Europe earning her PhD while looking at lots of old neat stuff. Jen enjoys simple things, like trees, sunrises, and the delicate lull of a 16th century harpsichord. Jen enjoys meditating and studies Buddhism. She is a certified master scuba diver, dolls make her nervous, and she enjoys craft beer. Jen has two cats, Chairman Thaddeus Whiskers and Lord Joffrey Gaius Pitty-Paws. They are her heirs.