According to Alli Brenner, senior SEO manager at Sapient Razorfish, you need link-worthy content first. You can use personas to come up with these content ideas. But it is not just about the persona, but what your people are doing on your site. If you can write content that is aimed at the audience reading your content, you can score links.
Demographics don’t tell the whole story, understanding the visitor and their intent tells the story.
When making a category page, think about the intent of the page and any questions your customers may have when they visit the page. Make sure the page fulfills the intent of the user on that page.