I believe any smart marketer starts with segmentation, not SEO.
Segmentation is strategy; SEO is tactics.
Here’s the issue: Most Digital marketing folks jump straight into keyword selection (For SEO), like a chef who starts cooking without checking the recipe.
They throw a bunch of words into the mix, hoping something sticks.
No segmentation, no strategy – just blind keyword analysis.
The result? Bland content that doesn’t resonate with anyone.
Or the flip happens.
You’ve got a laser-focused segment, but then you botch the follow-through. You miss the chance to speak their language, to target the exact keywords that scratch their itch. It’s like inviting guests to a gourmet dinner and serving them fast food. You’ve lost them before they even take a bite.
Here’s an example;
Earlier this year, I consulted a boutique international travel agency based out Dubai that wasn’t interested in selling cookie-cutter trips to everyone with a passport. They wanted something sharper, something that would slice through the noise. They were after adrenaline junkies—people who live for the next thrill, who need adventure like they need air.
We didn’t stop at surface-level demographics. We went deeper. Who are these thrill-seekers? What keeps them awake at night? What kind of experience makes them hit the “Book Now” button without a second thought?
We found our goldmine: professionals in their 30s and 40s. They’re stuck in buttoned-up jobs, craving escape. They’re not looking for another beach resort—they want experiences that make their pulse pound. This segment wasn’t just ripe—it was underserved. Less competition, more cash on the table.
With this clarity, the content strategy was a no-brainer. We didn’t churn out bland travel tips. We targeted laser-focused keywords like “extreme adventure vacations” and “high-octane getaways for professionals.” We knew these people weren’t just daydreaming—they were ready to book, and we made sure they found exactly what they were looking for.
The result? The agency wasn’t just another voice in the travel market. They became the go-to for thrill-seekers who wanted their next rush – now.
Here’s the bottom line: SEO, or any tactical execution, isn’t where we start – it’s where we end up.
It’s the natural progression of a sound strategy.
We don’t jump into tactics and hope for the best.
We start with a clear, targeted strategy that guides every move.
Without that, we’re just throwing darts in the dark.
But with it? Every tactic hits the mark.
