The following elements are far from a complete demographic taxonomy; however they should provide a starting point for understanding your audience. This information as it is applied to SEM, affects targeted search phrases, and ideally provides data that can be turned into targeted search phrases which put you right in front of your ideal customer.

• Geography: The first consideration should address and attempt to identify geographic aspects that define your market.
• Size, Scope, Power: If your operation is B2B, you need to define these businesses and identify the decision makers with whom you will be conducting business.
• Values: Can you find common beliefs, attitudes and predispositions that effectively describe some of your audience?
• Education: Is there a common level of education? What does this mean in terms of product/service presentation and packaging? Does this affect your brand strategy?
• Online Purchase Habits: Can your defined customer characteristics be associated with specific online behavior or purchase habits? What about seasonal purchase activity?
• Lifestyle/Economic. Visit ACORN Geodemographic Classification Tool , which has a wealth of demographic data and has developed many innovative systems for classifying various lifestyles and associated consumer activity.

Other points of interest:

• Can you further segment the customers within your market?
• Have you identified common media that your customers interact with, besides search engines?
• Does your targeted search phrase research reflect demographic intelligence?