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An effective, simple concept every search marketer should leverage is the process of
developing a search persona. Similar to a marketing persona, creating a search persona
helps professional B2B marketers to accurately identify their target customer, to understand
how users are actually searching for their business online and to ultimately, drive higher
conversion. This is not a very time-consuming process, and will have a significant impact
on your marketing efforts behind search and must be the foundation for your SEO strategy.
Understanding the keywords your prospects use and the places they go to find information
is the critical first step in implementing a successful inbound marketing strategy.