Advertising with Google won't have any effect on your site's presence in our search results. Google never accepts money to include or rank sites in our search results, and it costs nothing to appear in our organic search results. Free resources such as Search Console, the official Webmaster Central blog, and our discussion forum can provide you with a great deal of information about how to optimize your site for organic search.
This audience segmentation is most often done using buyer personas. There are also other models, for instance in storytelling some like to work with archetypes. We made an overview of several persona models. Note that some people also work with specific content marketing persona attributes. However, if you want an overview to start with, you might want to read it.

If you don't know the difference between head terms and long-tail keywords, let me explain. Head terms are keywords phrases that are generally shorter and more generic -- they're typically just one to three words in length, depending on who you talk to. Long-tail keywords, on the other hand, are longer keyword phrases usually containing three or more words.
Website owners recognized the value of a high ranking and visibility in search engine results,[6] creating an opportunity for both white hat and black hat SEO practitioners. According to industry analyst Danny Sullivan, the phrase "search engine optimization" probably came into use in 1997. Sullivan credits Bruce Clay as one of the first people to popularize the term.[7] On May 2, 2007,[8] Jason Gambert attempted to trademark the term SEO by convincing the Trademark Office in Arizona[9] that SEO is a "process" involving manipulation of keywords and not a "marketing service."
As I had a teacher at school who was always really picky on how to draw conclusions I must say that the conclusions you drew for your health situation might be true, but dangerous. For example: If slightly more women than men suffer from health deseases it could be wise to write the information toward women. But, if you take search behaviour into account thing could look a lot different: It might turn up that men search more than women or that (senior) men are more present on the net than women.
Thanks for bringing up this point - I agree Eric - competitive positioning can help you determine value that you bring to the table that your competitors dont.  I'm all for it.  Neilsen does some reports that provide awareness, likelihood to recommend, sentiment and other insightsfor your site/brand and your competitors. You can also pull some of that type of insight out of social listening platforms like NetBase, SM2, Radian6, Dow Jones, Nielsen, and so many others.  I've even done some hacked compeitove sentiment comprisons before using Search: searching for [brand or feature] + "like", "love", hate", "wish" etc. 
And so on and so on. The point of this step isn't to come up with your final list of keyword phrases -- you just want to end up with a brain dump of phrases you think potential customers might use to search for content related to that particular topic bucket. We'll narrow the lists down later in the process so you don't have something too unwieldy.
This audience segmentation is most often done using buyer personas. There are also other models, for instance in storytelling some like to work with archetypes. We made an overview of several persona models. Note that some people also work with specific content marketing persona attributes. However, if you want an overview to start with, you might want to read it.
2. Product terms. This is what your product is or does and what problems it solves. Depending on how diverse your array of products or services is, this list could be huge. People who are searching for these terms are a little further back in the decision cycle, and your cost per action (CPA) on these terms usually will be higher than on brand terms. But you can get only so much volume from brand terms, so eventually you’ll want to start winning with product terms, too.
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Expert roundups have been abused in the Internet Marketing industry, but they are effective for several reasons. First, you don’t have to create any content. The “experts” create all the content. Second, it is ego bait. Meaning, anyone who participated in the roundup will likely share it with their audience. Last, it is a great way to build relationships with influencers.

Smartphone - In this document, "mobile" or “mobile devices" refers to smartphones, such as devices running Android, iPhone, or Windows Phone. Mobile browsers are similar to desktop browsers in that they can render a broad set of the HTML5 specification, although their screen size is smaller and in almost all cases their default orientation is vertical.
Typically, others in the industry will be maintaining ongoing SEO on their sites, so it’s usually advisable to continue with monitoring, tweaking, and expanding your SEO strategy as time goes on. The logic is that if you’re not acting on your own search visibility, but your competitors are, it’s likely that you’ll eventually lose any hard earned progress in search engine rankings.
The next step towards a long-term keyword strategy is to create awesome landing pages. In the past, every one of the keywords you want to be found for got its own landing page. Today, however, search engines are so smart that they mostly use search intent to give searchers the best answer to their questions. The page that answers those questions best will rank on top. Search engines also understand subtle differences between keywords so you don’t have to create landing pages for all subtle variations of a keyword.  You can just optimize a page for multiple keywords.
Hold on! Believe it or not, whether you’re taking over, improving, or just starting your SEO strategy, the basics of SEO aren’t that hard. In fact, they’re mostly just common sense. I’m not trying to take anything away from the rock stars who have made a career around SEO expertise. We need those folks. Their expertise is incredibly valuable because there is a lot of science to SEO, and it is constantly changing as search engines like Google continue to update their algorithms.
SEO is the discipline that allows people and websites to access the potential of the internet. It’s about knowing when your site is the right result, and admitting to yourself when it is the wrong result. SEO is making your company and services more accessible to your prospective customers by studying what they need and creating the resources to serve them.
If you want to create effective content that converts visitors into leads and eventually customers, you need to create a helpful, positive user experience that solves for both the searcher and the search engine, not just one or the other. Here's how your content can solve for both: Create targeted clusters of relevant content that each cover a specific core topic in depth. These targeted clusters then need to lead to a centralized hub, known as a content pillar.
I believe that if you do anything right, according to Google rules, there is no way you get punished and your blog will definitely rank great. I agree with all the successful strategies states, such as to avoid duplicate content, images that make the loading speed of your page slow, etc. I consider that short tail keywords are obsolete now and it is hard to rank with them cause of too much competition.
Companies that employ overly aggressive techniques can get their client websites banned from the search results. In 2005, the Wall Street Journal reported on a company, Traffic Power, which allegedly used high-risk techniques and failed to disclose those risks to its clients.[15] Wired magazine reported that the same company sued blogger and SEO Aaron Wall for writing about the ban.[16] Google's Matt Cutts later confirmed that Google did in fact ban Traffic Power and some of its clients.[17]
The third and final stage requires the firm to set a budget and management systems; these must be measurable touchpoints, such as audience reached across all digital platforms. Furthermore, marketers must ensure the budget and management systems are integrating the paid, owned and earned media of the company.[68] The Action and final stage of planning also requires the company to set in place measurable content creation e.g. oral, visual or written online media.[69]
3. Keyword Typo Generator – People often misspell or hit the wrong key when they type a word into search. SEOBooks keyword typo generator helps generate a list of the most common misspellings for a particular keyword. We recommend that you use this tool on your branded terms, as well as on high traffic head terms (high traffic keywords are usually less targeted keywords, consisting of single words or very short phrases etc.). You don’t have to run this on long tail keywords, or keywords that have very low traffic/search volume.
For that reason, you're probably less likely to focus on ‘leads' in their traditional sense, and more likely to focus on building an accelerated buyer's journey, from the moment someone lands on your website, to the moment that they make a purchase. This will often mean your product features in your content higher up in the marketing funnel than it might for a B2B business, and you might need to use stronger calls-to-action (CTAs).
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