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Let's assume a pretty standard situation: you have a product that applies to a variety of use cases and target audiences. For example, a new cool blender. It can make juice and also smoothies. You want to make content to promote the blender and rank high in search engines of course. So you have two target audiences - Audience A who is interested in juices and Audience B who is interested in smoothies. Also they don't care very much about each other. And here is the problem - you want to make a page on how to use the blender, but really there isn't any difference between juice and smoothie making (lets assume that it is true for this example). Does it makes sense to create two separate pages, one for juices and one for smoothies? Do you try to create different content about essentially the same thing just to target different keywords/audiences?

  • MB

    Morgan Brown

    almost 4 years ago #

    Two pages - one per keyword/audience.

    Doesn't matter if fundamentally they are different, you can create different content, one about all the benefits of juicing and creating your juices at home. One about smoothies and how to create different smoothie types at home.

    Don't mix the two, you'll end up not ranking well for either.

    I had a similar case where I was trying to rank for two similar phrases: mHealth and eHealth, mHealth is essentially a subset of eHealth. Two separate pages worked better than one, in my experience.

    • MB

      Morgan Brown

      almost 4 years ago #

      Edit to add: Forget about ranking even, just having one per audience will up your relevance for the reader and likely improve conversion, click through, reduce bounce, etc.

  • AK

    Aaryn Kobayashi

    almost 4 years ago #

    Speaking from an SEO perspective, yes--2 separate pages would allow you to focus your content specific to your different audiences but I would challenge you to look at what your consumers are actually looking for. In this hypothetical, if a user is wondering how to make juice using your blender, I'm going to guess they aren't going to want to "read" about it. "How to..." anything is best served in videos. 60% of site visitors will watch a video if it's available over reading text which in itself improves site engagement and shareability.

    Sounds like both your audiences are in the research/comparing stage of their purchase path. They want to figure out the specs of this product so the content you want to serve them should be what is most useful to them at this stage.

  • AN

    Alexandra Nicola

    almost 4 years ago #

    I agree with the idea that you should create 2 pages.

    Create some core information about the blender that you consider you can use for both and then focus on each page on the aspects that are important for that audience. Try to be bring specific value to each group.

    I also believe that the links within your site should be different for each of them and that's another reason you should create 2 pages. You'll send audience A to pages that explain more about the benefits of fresh juice and Audience B towards the nutrition facts of smoothies. (Just as an example).

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