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Need to find out the demographic profile of visitors to your website? Here is a free tool that enables you to predict demographics. So for my example above I entered an “after shave” query. Not surprisingly, more male than females are interested in after shave.

Why is this helpful? It gives me insights into how my website should look to appeal to the appropriate demographic and potentially too how my copy should be constructed. (If you’ve ever read the Mars/Venus books, you’ll have heard that men and women talk different languages.)
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While everyone is dashing around trying hard to maximize their search engine optimization for product or problem-related keywords, the little old brand name has become a web reporting statistic that has been relegated to poor cousin, second place.

For some businesses that’s an appropriate position.

You might, for example, be an affiliate seller of a popular product that is looking to make quick sales and be less interested in developing a brand.

For others, though, it’s time to wake up and smell the roses. The little reporting statistic, direct traffic, represents those people that are heading directly to your website because they know your name. And that, my friends, is a very good thing.
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