Using a tool that gives you demographic information about your keywords can help you design your landing page. According to SearchEngineLand, this is true whether you are talking about ad keywords or organic search terms. For example (from their post):
| Keyword Phrase | Searches Per Day | Gender Split | Dominant Age Range |
| Phoenix Dentists | 4 | 56% Female; 44% male | 25-34 |
| Dentist Phoenix | 2 | 83% Female; 17% Male | 25-34 |
So from this data, I know that a majority of my shoppers are female, and they’re between the ages of 25 and 34. What do I know about this age group and gender? And how can that help my client increase the phone calls to their site?
- Women outnumber men on most social networks, so make your page clean and easy to understand, and make it link to your Facebook fan page and show them how to follow you on Twitter.
- This is a bit of a generalization, but I’m not afraid to use them to get going on a new page. We’re you’re looking at a fairly web-savvy lady who may or may not have insurance. Either way, she’s looking for quality service, recommendations and up-front pricing with no surprises, be sure your page reflects that.
- Import 3rd party reviews right onto your site, and especially on this page to increase the trust factor once this user lands.
- Use straightforward language and information in bullet points. Vanessa Fox said at PubCon this year (to paraphrase) the internet is your new 1-800 number, provide ALL of the information your shoppers need at the click of a mouse.
- I would also try, and then test, an image of a “girl next door” type or some cute kids with great teeth would appeal to your user; and if your user happens to be a guy, a cute girl wouldn’t hurt a thing!
