Successful Search Engine Optimisation is all about ensuring that the relevant content is delivered to those who search for it. Therefore, the first step in any Search Engine Optimisation project is to clearly identify the aims of the site – what information are you hoping to impart and who will that be of interest to? If you want to be selective about your clients you might also want to ask who are your preferred target audience and develop your site aims with this in mind.

Discussion on the role of the website and the identification of the target audience are the essential starting point whether you are developing a site from scratch or re-developing an existing site.

To accomplish this you will need to ask yourself the following questions:

• What do you want the website to achieve (higher sales/brand building/information dissemination)?
• What is the profile of potential/preferred visitors to your site?
• What needs can your site address for the target audience?
• What information target audience is likely to be seeking?
• How can you ensure that the target audience find your site(keyword research)?

If you have a sales-related site you might want to add the following:

• Who is likely to be the decision maker with regard to buying your product/employing your services?
• What is your current typical sales cycle?
• What is the role of your website in the sales cycle?

Acquiring this information will help you to identify: i) the key information to prioritise in the website and ii) who is likely to be searching for that information. The website can then be (re)developed based on this analysis, ensuring the focus of the site is set for optimal search engine results.