Often, when looking to optimise your site or choose which areas or keywords to target it can be tricky to know where to start. I've found this thought exercise useful to put myself in the position of my target audience.

Hang on a minute! I wasn't aware we needed a new abbreviation, what on earth is AEO?

Both empathy and sympathy are important but if you're trying to be practical, empathy is where you want to be aiming.

You can't fight the good fight alone. It's more fun if you take some people with you for the ride. So who have you got in your corner?