One of the worst things a company can do regarding the marketing of products to women is make an item smaller and color it pink.  For some reason companies have started to believe that women would likely the more interested in a product if it was smaller and a pink collar, but research has shown that product as satisfaction has little to do with the size of the product and much more to do with the overall design.  This means that whether a company is engaging in traditional marketing or seo company initiatives, there is no need to market to women specifically and one overall campaign for all genders is generally appropriate as long as the item can be used by both genders anyway.