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Chapter 21. Development Issues: Planning... > Who Is Going to Visit Your Site?

Who Is Going to Visit Your Site?

Closely related to your site goals is your target audience. These two things are even interchangeable at times. Sometimes you might identify a specific lifestyle or otherwise-defined group of people you want to attract and then figure out what you need to create for them. In every case, you must determine whom you want to visit your site and who will be visiting your site. A distinct difference exists between the two. Often you will anticipate a particular audience but end up with a completely different one. It would be extremely difficult, perhaps quixotic, to attempt to create a site for every man, woman, and child. Opinions, priorities, and lifestyles vary with characteristics such as gender, race, nationality, wealth, age, occupation, and so forth.

An understanding about who is most likely to visit your site will help you choose how to promote the site as well as decide on the type of advertising (if any) you want. Identification of your target audience also will enable you to create meta tags, which effectively drive traffic to your site. (For more information on meta tags, refer to Chapter 7, “Utilizing Head Content.”) Another consideration is the flexibility of your target audience goals. It’s all about demographics; choosing the right groups of people to target will maximize your effectiveness and success. This must be flexible as demographics change and so should your target audience goals. A few modifications to your goals, for instance, might double your number of visitors.


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