This is probably the most important rule of marketing: know your target.
If you know what kind of fish you are fishing, it’s easier to find the right bait to catch it. Targeting your website to your customer is what you need to make money because it doesn’t matter how much traffic your page generates if all this traffic doesn’t convert in sales.
Reading an old report (dated 12/28/2005) I found a really interesting statistic about health topics searched for by internet users and divide by gender.
The first number is the percentage of men and the second number is the percentage of women looking for that specific topic.
Specific disease or medical problem 60 - 71
Certain medical treatment or procedure 46 - 57
Diet, nutrition, vitamins, nutritional supplement 43 - 59
Exercise or fitness 40 - 45
Prescription drugs or over-the-counter drugs 36 - 43
Health insurance 30 - 31
Alternative treatments or medicines 27 - 33
A particular doctor or hospital 27 - 30
Depression, anxiety, stress, mental health issues 19 - 26
Experimental treatments or medicines 21 - 24
Environmental health hazards 18 - 18
Immunizations or vaccinations 15 - 17
Sexual health information 11 - 11
Medicare or Medicaid 9 - 13
Problems with alcohol or drugs 7 - 9
How to quit smoking 5 - 10
From these data for example we could see that if our topic is mental health we need to focus more on a female target because while the 26% of women is looking for this topic, only the 19% of men looks for depression, anxiety, stress, mental health issues online.
You can find the complete report here.
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