Your SlideShare is downloading. ×
0
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Past present & future of personas in search
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Past present & future of personas in search

7,638

Published on

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.

2 Comments
16 Likes
Statistics
Notes
No Downloads
Views
Total Views
7,638
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
114
Comments
2
Likes
16
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • 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?
  • Transcript

    • 1. The Past Present & Future of Personas in Search
      Michael King
      SEO Manager / Publicis Modem
      @ipullrank
    • 2. Search Marketers are Shortsighted
      Typically in Search we only categorize keywords into informational, navigational and transactional queries.
    • 3. Search Marketers Need to Grow Up
      We are not just Search Marketers anymore we are full-fledged Digital Strategists.
    • 4. People Search to Fulfill a Need
      Keywords must be categorized by the need states of personas and messaging must reflect those need states to improve conversion.
    • 5. You’re Too Late To Be Cutting Edge
      If you don’t already use personas in your Search efforts you are trying to strike an invisible moving target while your competitors are effortlessly hitting the bullseye.
    • 6. Luckily You Just Met Me…
      In the next 13 minutes (and counting) I will get you up to speed on lowering cost of acquisitionand take you into the future of increasing the life cycle and subsequent conversions.
    • 7. THE PAST
      PERSONA RESEARCH AND DEVELOPMENT USING SOCIAL MEDIA
    • 8. Using Social Media to Define Personas
      Use the existing conversation in social media to identify need states and inform keyword research to ultimately define personas.
    • 9. Social Listening Tools
      Scout Labs
      Alterian SM2
      For my shoestring budget hustlers
      Social Mention
      Scout Labs & Alterian SM2 are extensive and expensive social listening tools but you can grab a decent data set for free using Social Mention.
    • 10. Identify Need States
      Weight Loss
      Weight Management
      The TWTU Supporter
      This diet is perfect for anyone who needs that “umph” to lose those few pounds, quickly
      The Calorie Tracker
      I’m so glad [Yogurt Brand] is compatible with my points system .
      The Dieter
      [Yogurt Brand] helps curb my cravings so I can continue on my path toward losing weight
      The Maintainer
      I’ve lost a lot of weight, I can’t afford to cave to temptation when I’ve come this far
      .
      The Event Planner
      I need to lose 5-10 pounds in time for this event. I need a plan that gets noticeable results
      TWTU Skeptics
      This diet is unrealistic and not healthy – too extreme
      New Mom
      I want a low-calorie way to get my calcium so I can get the nutrients we need while losing the rest of this baby weight
      Steady Achiever
      I’ve lost a considerable amount of weight except for these pesky few pounds. I need to reach my goal by Thanksgiving.
      Distill the conversation in social media down to the need states of the people talking.
    • 11. Define Personas
      The Connoisseur
      Super Tasters
      Newer to the product category but partial to authentic Greek yogurt because of the taste and texture; loyal to brands like Fage , Oikos and Chiobani; appreciates the authenticity of ingredients; uses Greek yogurt for cooking and baking; likes to enhance Greek yogurt with fruit and other toppings
      Integrity Protectors
      Consumed Greek yogurt before it became popular – feels entitled to defend ‘real’ Greek yogurt against newer ‘inferior’ brands entering the product category; savvy about ingredients and passionate about the unique straining process; tends to be set in her ways in terms of maintaining a healthy diet; loyal to original brands like Fage and Oikos
      The Steadfast Seeker
      Optimists
      Looks for ways of improving Greek yogurt but wishes she had a more accessible way to enjoy it; experiments with different brands like Yoplait and Dannon to find the best tasting option; sensitive to the higher price point of the original Greek Yogurt brands
      Brand Loyalists
      Wants a more familiar way to enjoy Greek yogurt; overall, hates the taste of Greek yogurt; loyal to the [Yogurt brand ]and appreciates the variety of flavors that Yoplait offers in their Greek yogurt line; appreciates not having to enhance the flavor of Greek yogurt to make it more enjoyable
      Use Social Listening to isolate key types within the conversation. Segment them into up to four groups or personas.
    • 12. Identify Keyword Opportunities
      The Amateur
      The Reluctant Partaker
      The Connoisseur
      The Steadfast Seeker
      high protein
      choke down
      smoothies
      toppings
      too tangy
      weight training
      body building
      low fat
      physical fitness
      recipes
      no brand loyalty
      gross taste
      high price
      too thick
      Yoplait
      Dannon
      better tasting options
      health benefits
      need more variety
      toppings
      loves Greek
      straining process
      minimal ingredients
      no preservatives
      Fage
      Oikos
      rich texture
      Greek-style
      never/hardly tried
      likes blended yogurt
      wants Greek benefits
      tart taste
      attracted to variety
      no brand loyalty
      Use the conversation to understand what words personas naturally associate with elements of your product or service and apply those to keyword research and messaging
    • 13. Create Targeted Messaging
      Present optimized messaging that will resonate with your personas with the goal of maximizing conversion.
      This is the magic behind Facebook Ads
    • 14. Test Everything
      Test your messaging in Pay-Per-Click to get a sense of how well they will perform in Organic Search.
    • 15. Case In Point: Air Travel
      1. 2. 3. 4 5. 6. 7.
      Research
      Decision-
      making
      Booking
      Pre-flight
      Travel
      Post-travel
      Motivation
      to travel
      How do I crystallize my travels so that they are easy to share, and provide inspiration to me and others evermore?
      What do I need to do to activate my trip so that it’s as easy as possible?
      Who can I rely on to help me make the most of my trip?
      Who’s going to help me fine tune and make the plan possible?
      I want to collect new experience, add to my personal story, and create special memories
      What is out there that would be fun and interesting to do alone and/or with the people I care about?
      Of the options available, what is feasible given time & budget constraints?
      Need States
      Organize:
      -Memories/events
      -Evidence you’ve been there/ Memorabilia
      -New ideas
      Package:
      Trip takeouts so as to extend the benefits gained from the trip
      Share:
      To build on and showcase who you are
      Occasion:
      Experience:
      -Broaden horizon
      -Hobby/skill
      -Well-being/R&R
      -Adventure
      -Landscape (sea, mountain, plant)
      -Weather (sun, snow, wind)
      Locate:
      Key trip info:
      -Luggage rules
      -Check in time
      -Terminal to go to
      -Currency exchange
      -Ways to and from airport
      -Travel tips
      Book:
      -Car hire
      -Accommodation
      -Airport bus
      Manage:
      Info updates, efficient and easy task completion
      Connect:
      -With local info
      -With resources (guides, gurus)
      -Activity ideas
      Record:
      -Experiences
      -Memories
      -New ideas, contacts, knowledge
      Get Ideas:
      From friends, family,colleagues, extended social media network, bloggers, TV personalities, movies, activity groups & forums
      Search for:
      Occasion or experience sought on google, publications, forums, social media groups,etc
      Search for:
      Activity and experience options at different destinations
      Compare:
      Destination options based on timings, costs, and ease of getting there
      Search for:
      -Cheapest flight options based on timings
      - Cheapest flight options based on destination (look for promos and time suggestions)
      Compare:
      Time options vs. budget across key providers
      Commit:
      To a scenario
      Examples of What’s happening
      Experience
      Commitment
      Inspiration
      Research
      We listened to the questions people ask when searching for air travel and why.
    • 25. Semantic Grouping
      1. 2. 3. 4 5. 6. 7.
      Research
      Decision-
      making
      Booking
      Pre-flight
      Travel
      Post-travel
      Motivation
      to travel
      Remember
      Simplify
      Connect
      Offering
      Occasion
      Activity
      Destination
      Core Semantic Groups
      We identified the need state matched the client’s business goals and mapped them to semantic groups.
      Flights
      Country/Region
      Logistics
      Timing
      City/Airport
      Cheap Flights
    • 26. Keyword Mapping
      We mapped core semantic groups to keywords informed by social listening and then optimized accordingly.
    • 27. Performance
      Organic Traffic
      Bookings
      Conversions improved in every need state in concert with improvement of traffic from Organic Search. It worked.
    • 28. Case In Point: Consumer Electronics
      INFLUENCERS
      TARGET
      We used personas inform messaging for the target audience and determine who to reach out to for link building campaigns
    • 29. THE FUTURE
      KEYWORD ARBITRAGE: CAPITALIZING UPON OFFSET IN LONG TERM KEYWORD VALUE
      THE PRESENT
      KEYWORD-LEVEL DEMOGRAPHICS
    • 30. What if I told you….
      …there is a free way to find out exactly who every person is that comes to your site for per keyword
    • 31.
    • 32. By the way I’m Michael King
      SEO Manager at Publicis Modem recently left Razorfish
      Studied Computer Science at Howard University
      Lives in Brooklyn
      From Philadelphia
      Born August 29th, 1981
      Speaks American English & Pig Latin
      Wouldn’t you want to have this info for every person that comes to your site?
    • 33. The Flux Capacitor
      Keyword-Level
      Demographics
      Search
      Referrers
      FB:Admin
    • 34. FB:Admin Code
      ProTip:Sessionize the original referrer when they first get to the site in case the user opts-in via Facebook later during their visit. Clear the session variable if they come from Search again.
      JavaScript does not natively support Session Variables so check out SessVars.js by Thomas Frank - http://www.thomasfrank.se/sessionvars.html
      @matclayton’s presentation:http://www.slideshare.net/matclayton/mozcon-seattle-2011-social-design
    • 35. More Code
      Function to grab Facebook Data
      Function to grab the Search Referrer
      function searchRef()
      {
      if (typeofsessvars.ref == 'undefined')
      {
      // grab document referrer
      varurl = String(document.referrer);
      window.console.log("Doc Ref: " + url);
      // confirm they came from search
      if ((url.indexOf ("google.com") !=-1) || (url.indexOf ("yahoo.com") !=-1) || (url.indexOf("bing.com") !=-1))
      {
      varurlVars = {};
      var parts = url.replace(/[?&]+([^=&]+)=([^&]*)/gi, function(m,key,value)
      {
      urlVars[key] = value;
      });
      urlVars["q"] = unescape(urlVars["q"]);
      urlVars["q"] = urlVars["q"].replace(/%20/g," ");
      sessvars.ref = urlVars["q"].replace(/+/g, " ");
      }
      else
      {
      sessvars.ref = "not search";
      window.console.log("Referrer = " + ref);
      }
      return sessvars.ref;
      }
      else{
      window.console.log("Referrer = " + ref);
      return sessvars.ref;
      }
      }
      All code can be found at: http://www.ipullrank.com/code/keyword-demographics
    • 36. GA Custom Variables Code
      _gaq.push(['_setCustomVar',      1,                   // This custom var is set to slot #1.  Required // parameter. You can do 1 - 5      ‘Referrer',     // Category for the user activity.  Required parameter.      ‘Keyword',     // Value of the custom variable.  Required parameter.      1                   // Sets the scope to page-level.  Optional parameter.
      // 1 – Visitor-Level, 2- Session-Level, 3- Page-Level   ]);
      Google Analytics function for pushing to Custom Variables
      Function for passing data to Custom Variables
    • 37. Tada!
      It takes up to 72 hours for Custom Variables to Appear in Google Analytics so I don’t have a screenshot but this is the data from the JavaScript Console
      Birthday
      Gender
      Search Keyword
      Facebook ID
      Location
      Here is the data being pushed to Google Analytics
    • 38. Keyword Ownership
      Once a statistically significant dataset is compiled it can be determined which demographic and/or persona is more likely to convert for a given keyword and develop messaging that focuses on that group.
      OWNER
      Tech Geek
      Gamer
      Film Purist
      Curious George
    • Dynamic Targeting
      Using the Facebook data user experiences can be tailored dynamically to reflect properties of the persona when they visit.
      What Normal Users See
      What Curious George Sees
      Curious George
      Conversion will Improve Dramatically
    • 65.
    • 66. THE FUTURE
      KEYWORD ARBITRAGE: CAPITALIZING ON OFFSETS IN LONG TERM KEYWORD VALUE
    • 67. Keyword Arbitrage
      Tracking keyword demographics also allows the attribution of future purchases to the original keyword and will give way to keyword matrices.
    • 68. Subsequent Conversion Prediction
      Curious George
      60% of these users that buy sneakers from the keyword “sneakers” come back and purchase windbreakers
      These keyword matrices will allow the prediction of what the persona is likely to buy next so you know which people to aggressively pursue through retargeting and other channels such as email.
    • 69. Annual Keyword Value
      Based on how often an initial keyword leads to future conversions of subsequent keywords businesses will be able to measure the annual value of a keyword and react accordingly.
      Keyword
      Earnings
      Ratio
      Price per Keyword
      Annual Earnings
      per initial click
      Annual Earnings
      per initial click
      Keyword
      Earnings
      Yield
      Price per Keyword
    • 70. Search ROI
      Connecting Search to Conversion with Keyword-Level Demographics gives upticks in Search a directly quantifiable and forecast-able ROI.
      The future is now. Search has finally grown up.
    • 71. The Credits
      Thank you to all the brilliant people who let me reference their awesome work and/or helped me make sense of my crazy ideas.
      Jason Pearson - @jasonpear
      Tony Effik - @aeffik
      Dupe Arolow - @dupe116
      Micah Schipior - @micahschipior
      Mat Clayton - @matclayton
      Dennis Goedegebuure - @TheNextCorner
      Tom Critchlow - @TomCritchlow
      Joshua Giardino - @Techarity
      Pete Sena - @petesena
    • 72. Thank You.
      Michael King
      SEO Manager
      www.ipullrank.com
      michael.king@publicismodem.com
      @iPullRank
    • 73. Appendix
      Mat Clayton’s Social Design Presentation:
      http://www.slideshare.net/matclayton/mozcon-seattle-2011-social-design
      John Doherty’s Notes on Mat Clayton’s Presentation:
      http://www.johnfdoherty.com/social-design-how-to-co-mingle-social-features-earn-traffic-mozcon/
      Facebook Open Graph Protocol Reference:
      http://developers.facebook.com/docs/opengraph/
      Google Analytics Custom Variables:
      http://code.google.com/apis/analytics/docs/tracking/gaTrackingCustomVariables.html
      My Keyword-Level Demographics Post on SEOmoz (Up 9/14/11):
      http://www.seomoz.org/blog/keyword-level-demographics
      My Code Repository:
      http://www.ipullrank.com/code/keyword-demographics
      Justin Briggs’ post on using Personas in Link Building
      http://outspokenmedia.com/seo/content-based-outreach-for-link-building/

    ×