Most businesses attract a variety of customers who all have different wants, needs, and pain points. Businesses and/or marketers should group their customers into market segments and create personas to match each segment in order to reach more potential customers, and thus, more money.
The way a cleaning company markets to a busy, working mother are different from the way they would market to a landlord who owns multiple properties. Knowing your customers and their personas allow you to create a content strategy and associated SEO for each persona. Tailoring content, titles, and meta descriptions using keyword driven personas are all tasks that help in influencing a specific persona.