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Synchronicity was my first choice for the custom needs of our website rejuvenation. If you want a professional team with great values and honesty I would choose them. They are very flexible and have a knowledgeable team who can adapt to most any situation.
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Matthew Scanland
Virginia Tech

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Find out how we generated 118 marketing qualified leads in just six months.

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How a Revitalized Digital Marketing Strategy Started Generating Real Results for AccruePartners

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Anyone who has built and launched a website has likely encountered an oft-repeated acronym: SEO (search engine optimization). And while you might not have ever done SEO yourself, you've benefited from it in the past: Every day, search engines like Google employ complex algorithms to sift through more than 400 billion web pages and deliver the most relevant results.

Website owners like you use SEO techniques and strategies to get their websites to the top of the search results for relevant user queries. But SEO is not a one-time endeavor — Google and other search engines change often, and ongoing SEO ensures your website stays in front of the people you want to reach. Just as a physical storefront requires regular maintenance and updates to stay competitive, your website needs ongoing SEO to remain visible amidst the ever-changing digital landscape.

The ABCs of SEO: What is Ongoing SEO and Why Does It Matter?

Don't let the techy jargon intimidate you. HubSpot — considered one of the gold standards for SEO and digital marketing advice — defines SEO as simply a collection of strategies and tips that "expand a company’s visibility in organic search results'' and help "drive more visitors to the company’s website, increasing their chances for more conversions which leads to more customers and more revenue."

SEO Connects the Search Engine Algorithms With Your Website's Content

Regardless of your website's goal or industry niche, all SEO techniques have one thing in common: They look at ways to optimize your website's content, keywords, and links to help search engines rank your website higher in the search results when someone searches for something related to your keywords, content, or brand name.

According to HubSpot, SEO needs to address the key factors that all search engines use to determine the value of your website's content — and therefore how high in the search results your website or specific landing page should appear:

  • The intent or meaning behind why someone is searching for a specific term or question
  • The relevance between what someone searches for, and the content on your website
  • The quality of your content (for instance, a website about physical exercise written by certified personal trainers is deemed by Google to be higher quality than a website where the articles are written by non-experts)
  • The performance of your website, such as how long it takes a page to load and whether it works well on mobile devices

Static SEO Versus Ongoing SEO: Why It Matters to Stay Fresh and Keep Your SEO Updates Current

As users' web behavior changes and technology evolves, search engines proactively adjust their algorithms.

If you aren't conducting ongoing SEO maintenance and upgrades, a well-optimized website today can quickly become obsolete tomorrow, causing your search rankings to drop and attracting fewer organic visitors. Google itself updates its algorithms several thousand times per year, including significant "major" changes every few months that dramatically change how it crawls and ranks content. For example, Google's infamous Panda update changed how it ranked how-to lifestyle content on the Internet, causing one major content publisher to lose a whopping $6.4 million of traffic and advertising nearly overnight.

How Ongoing SEO Influences Your Website Strategy

Staying abreast of changes to SEO techniques and strategies provides important guidance to your content, marketing, and overarching website strategy. For example, it can dictate or influence:

  • How much content you publish, and the content's format, length, and focus
  • How you incorporate other forms of media on your website, including images, video, and audio
  • How you organize content on your site, including landing page layouts and your site's navigation
  • What keywords and target users your website focuses on

Embrace the Power of Ongoing SEO

Caroline Forsey, an expert in thought leadership and marketing content, looked at the survey results from more than 400 of the world's leading web analysts to predict the biggest SEO trends of 2024. According to her data, some of the top changes in SEO strategies this year include:

  • A heavier emphasis on expertise, meaning the content on your website should come from experts in your related field (including bylines and author bios that demonstrate the author's credentials and experience on the topic they're writing about)
  • A renewed emphasis on first-person, credible content, especially as more websites generate high volumes of low-quality AI content (Google itself has announced upcoming changes to tackle low-value articles created by AI)
  • A priority on websites that are deemed trustworthy, such as e-commerce sites with well-rated customer service, or content sites that do a good job of citing trustworthy research and statistics
  • Bonus points on content that is creative and original and doesn't simply rehash content found on other sites

Of course, these SEO trends will inevitably change every year, and ongoing SEO will keep you competitive no matter what Google, Bing, and other search engines do. No matter your website's industry or content strategy, ongoing SEO requires that you:

  • Focus on keeping your content fresh and high quality, including new blog posts or regularly refreshing and updating old product descriptions or articles
  • Conduct keyword research often, since the terms or phrases that your core audience uses will evolve over time
  • Maintain your website's overarching performance, such as mobile-friendliness as mobile devices evolve, and page load speed
  • Build a diverse portfolio of high-quality backlinks from authoritative websites within your niche, which may include outreach campaigns, getting others in your industry to write guest blogs, and participating in online forums or communities
  • Keep on top of technical and performance metrics, such as scanning your site for broken links (and fixing the links you uncover) and using tools like Google Analytics and Google Search Console to track organic traffic, keyword rankings, click-through rates, and conversion rates
  • Stay on top of algorithm changes so you can adapt your SEO strategy in real-time

Some website owners think of SEO as the first step of their promotional strategy. But it's less a first step, and more an ongoing journey to ensure you, your brand, and your content stay relevant in such a competitive atmosphere. Whether you choose to go it alone and take a DIY approach to SEO, or you choose to consult with a digital marketing and SEO agency, check in often and make sure your SEO evolves as the world around you evolves.

2/24/21, 11:00 AM

The best writing and digital campaigns are like a conversation. When you’re talking with someone, it’s helpful to know some basic things about your conversation partner.

How old are they? What are their interests? How do they prefer to communicate?

All of these are great questions that can give us the information we need to tailor each message to the listener. Great marketers and writers practice this habit through a tool called user or buyer personas.

These personas are designed to give each business a semi-fictional representation of their audience or customers. By assigning each persona a name and collecting as many demographic details as possible, businesses and marketers can better understand their audiences’ wants, needs, and goals.

In this piece, we’ll guide you through the basics of creating user or buyer personas, and show you how your business can use them to improve your marketing and content campaigns.

What is a User or Buyer Persona?

A user or buyer persona is a semi-fictional representation of one segment of your audience or customer base. Most businesses have a few that they use regularly unless their customer base is extremely niche or specific. Many agencies and writers use easy-to-remember nicknames like Purchasing Phil, Accountant Annie, or CEO Cheryl to help differentiate each persona.

Buyer Persona Example:


The process of creating these personas begins with finding as much data about your audience or customer base as possible. Then, marketers use that data to create assumptions about the demographics and personality of each unique fictional persona, such as their occupation, level of education, income, motivations, and preferred method of communication.

How Using Personas Enhances Your Content Marketing Strategy

Once they’ve been designed, the uses for these personas are endless. At their most basic level, they can be used to tailor every aspect of your marketing, from blogs and email campaigns to slogans. It’s much easier to get someone to interact with or react to a message if it’s specifically targeted at them.

Think about emails that you’ve read before. Generic, vague emails are most often ignored or deleted. You’re more likely to open an email if it has a subject line that references a problem you’re having, or the message is tailored to your circumstances or needs.


User or buyer personas allow marketers to create specific, targeted pieces that appeal to individual segments of their audience. Using the sales lifecycle, marketers can get even more specific about what pieces they write, and target them to individuals at different stages of the buyers’ journey.

A Simple Guide to Creating User Personas

Now that we understand the importance of user or buyer personas, how can we start the process of creating them? Here’s an easy, step-by-step guide.

1. Do the research

To make personas, you need to have a good understanding of your audience or customer base. Start by gathering as much data as possible. Comb through email lists, dig into your contact database, or speak to your sales department.

If you don’t have any of this information, consider introducing form fields on your website to capture relevant details from leads.

2. Distill the raw data and identify patterns

Once you have the raw data, sort through the list to identify visible patterns. You’ll likely use different details depending on your business.

For example, a business-facing manufacturer might identify different personas based on occupation or company size, while a business with an e-commerce focus might create personas based on age, location, or spending pattern.

3. Create a demographic background for each persona

Once you’ve found a few common characteristics or details that separate your audience, start creating your personas. Assign them a generic name, and fill in as many details as you can, using facts from your research as well as a few educated guesses.


Great personas are full of details that can be used by marketers, sales teams, and other departments throughout the company. Some key points can include:

  • Age
  • Location
  • Occupation
  • Income
  • Company Size
  • Communication Preferences
  • Goals
  • Motivations
  • Pain Points

4. Craft messaging based on these personas

Once you’ve created your personas, you’re ready to put them to work in your next marketing or sales campaign. These details are invaluable, and can be used by many departments to help create positive interactions with clients, design custom messaging and create engaging marketing campaigns that inspire and delight customers.

5. Revisit them often

Don’t forget to revisit your personas every few years. Your audience may have shifted in that time, or there could be additional details that you could use to enhance your existing personas.


Have you ever created a user or buyer persona for your business? If this is new to you, get in touch with us. We’d love to help create an engaging marketing campaign that speaks directly to your customers.

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