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Past present & future of personas in search

Past present & future of personas in search



Michael King's (iPullRank) SMX presentation on using personas for search to improve conversion.

Michael King's (iPullRank) SMX presentation on using personas for search to improve conversion.



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  • You might have heard of it.FB:admin allows you to get the data of any logged in user that comes to your site providing you can convince them to opt-inMat Clayton - MixcloudPandora does this when you sign up before you give them any info and uses your data to inform the music genome
  • The same way otherwise won’t know anything definitive about your users unless there is some sort of information gathering transaction you didn’t know anything about me.But with Facebook you know a ton about me, and if you implement FB:admins you have access to just as much data dynamically for any user that opts-in
  • searchRef is the function that grabs the keyword from the referrer and keeps track of it. Requires the sessvars.js getFBdemos grabs the data from FB
  • This is the code for pushing the data to custom segments in GAYou only get 5 custom segments in GA, so choose the data most important to you. I keep track of the referrer, A/S/L, and FB 3rd party ID but you can go for any of the data that the user makes available.
  • Here it is running live on one of my personal websites.My clients are in the process of adopting this as I speak.
  • You can figure out what persona truly owns the given keyword or if there is a demographic outside of the 4 you’ve determined.
  • Once you’ve determined the demographics and the ownership you can prepare messaging (using JavaScript so it’s not cloaking) that directly targets those demographics and improve conversion.This is all stuff you can do right now for free. Sure you could use ComScore and Quantcast data and accomplish the same thing but that data is broad, this data is specific and granular.MixCloud reported a 55% drop in bounce rate and 80% increase in signup rate
  • Wait how’d that get in there?