Once you know what your Web site will be about. You need to find people to read and interact with.
I am using steps from Kristopher B. Jones’s book Search Engine Optimization: Your Visual Blueprint for Effective Internet Marketing 2nd ed.
Your Web site should be designed for your targeted audience. Your audience is the traffic that you drive towards your Web site.
Audiences are defined by demographics – gender, race, age, etc. Knowing who your audience is can dramatically effect the number of traffic sent to your Web site.
“Understanding who your target audience is and what they are searching for can greatly increase the effectiveness of a search-engine-optimization campaign.”
To help find your target audience, you need to know the inside language that your audience uses. If you are only gathering traffic from one search term you are potentially losing out on a core section of your audience.
By researching key terms and phrases you can find what Web users are searching for.
Use Google Trends to discover popular search queries.
Knowing what (Topics!) to write about and who (Target audience!) to write to is the first step in building an effective SEO campaign.