Personas for SEO in 2012 (PubCon)

Personas for SEO in 2012 (PubCon)



My PubCon deck about data-driven personas for Search Engine Optimization

My PubCon deck about data-driven personas for Search Engine Optimization



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Personas for SEO in 2012 (PubCon) Personas for SEO in 2012 (PubCon) Presentation Transcript

  • PERSONAS FOR SEO IN 2012How to build them and how to use them.MICHAEL KINGDirector of inbound marketing @ipullrank
  • DOWNLOAD THIS DECK: @ipullrank
  • WHY DO WE NEED PERSONAS FOR SEO? What are you guys targeting?! A question I get a lot is “why do we need to use personas for SEO?” The answer is you don’t… unless you want to do a good job. You are creating content for an audience whether it be customers, influencers or people who will link to you. You should understand who those people are and what they want. @ipullrank
  • CONSUMER INSIGHTS ARE PARAMOUNT UX, Content Strategy, Digital Strategy, Conversion Rate Optimizers and traditional marketing all employ consumer insights. Why did SEO ever think it was exempt? @ipullrank
  • WTF IS A PERSONA? PERSONA A PERSONA B PERSONA C PERSONA DDEMOGRAPHICS DEMOGRAPHICS DEMOGRAPHICS DEMOGRAPHICS LIFESTYLES LIFESTYLES LIFESTYLES LIFESTYLES USER STORY USER STORY USER STORY USER STORY USER NEEDS USER NEEDS USER NEEDS USER NEEDS A persona is a hypothetical representation of a segment of an audience. I tend to use four because I find that to be a manageable number but you can use as many as you’d like @ipullrank
  • PERSONAS ARE NOT AN EXACT SCIENCE “A major virtue of personas is the establishment of empathy and understanding the individual who uses the product” -Donald A. Norman, Nielsen Norman Group @ipullrank
  • BUYER VS AUDIENCE PERSONAS Buyer Personas buy your products. Audience Personas Participate in the conversation. You want them to convert. You want them to keep sharing and linking Sometimes your audience and buyer personas are the same, but most of the time they are not. The people you want links from are most likely not the same people that are going to buy your product. Treat them accordingly. @ipullrank
  • AD HOC PERSONAS USING “AFFINITY DIAGRAMMING” Many people advocate the post-it note approach. I personally find it unrealistic and not that useful. I prefer more quantitative approaches backed by data. @ipullrank
  • AD HOC PERSONAS USING SOCIAL MEDIA I outlined a process in my “Understanding Your Audience Using Social Media” Mozinar about how to use Keyword Research, Social Media and Discussion Search to develop ad hoc personas. @ipullrank
  • THE REAL PROBLEM WITH AD HOC PERSONAS While this approach can be very effective stakeholders may potentially challenge it because it’s not empirical. However neither is the old method of handing out post-its to stakeholders Ad Hoc personas don’t work well because there’s not enough hard data behind them when people question their conclusions. Everyone has an idea of who they think the audience is. @ipullrank
  • DATA DRIVEN PERSONAS Much more realistic, empirical and easier to justify are data-driven personas which can be created from a variety of sources of information. @ipullrank
  • iACQUIRE’S DATA DRIVEN APPROACHAt iAcquire we have a data-driven approach starting from Nielsen’s PRIZM segments, layering data from Experian Simmons and finally using Social Inventories from Facebook, LinkedIn, YouTube and DoubleClickto develop empirical and social media-relevant personas. Google killed most of cool stuff in DoubleClick’s AdPlanner. @ipullrank
  • NIELSEN PRIZM Nielsen’s PRIZM segments all of the US into 66 predetermined types or “codes” with demographics and psychographics that can be identified by zip code. @ipullrank
  • INSTANT PERSONAS FOR LOCAL SEARCH WITH PRIZM A common complaint is that personas will take too long. Use MyBestSegments’ free demo to find the top occuring PRIZM, P$YCLE or CONNEXIONS Segments per Zip Code. @ipullrank
  • EXPERIAN SIMMONS Experian Simmons is an expensive tool made based on survey data made just for this type of customer profiling. They provide 61 Mosaic types and a whole lot of cross-tabbing and correspondence mapping of data. @ipullrank
  • MOSAIC INTERACTIVE GUIDE Get free Experian Simmons data by Zip Code: @ipullrank
  • HITWISE Hitwise is also integrated with Simmons and can provide direct insights into Search behavior by Mosaic type @ipullrank
  • GOOGLE CONSUMER SURVEYS Google AdPlanner has scaled back the data it gives away significantly, but Google’s new Consumer Surveys is used to collect data off the back of the DoubleClick network at 10 cents a response. @ipullrank
  • SURVEY MONKEY MARKET RESEARCH SURVEYS SurveyMonkey gets explicit demographic data from respondents while Google infers it from sites you visit while logged in. We actually have a study using SurveyMonkey that examines Search Behavior launching in November @ipullrank
  • YAHOO CLUES Yahoo provides demographics at the keyword level with the Yahoo Clues tool There is also an API: @ipullrank
  • SHARE TYPESThe New York Times performed a study called “The Psychology of Sharing” in which they segmented all social media users into six sharing personas. This is especially useful if your just using personas for link building. @ipullrank
  • MEET NORRIS A. ROWLEY JR. @NorRocwell Norris is our Manager of Market Research & Analytics. We work together to build sound and actionable audience reports for our client base. What follows is the data-driven process we’ve developed to build personas. @ipullrank
  • CHOOSE BEST GUESS PRIZM TYPES We start with our best guess of Nielsen MyBestSegments from PRIZM, P$YCLE or ConneXions types as a base to make assumptions @ipullrank
  • DEVELOP EMPATHY FOR THE CONSUMER Put yourself in the shoes of the consumer and go through all of a given brand’s web properties. @ipullrank
  • GO THROUGH THE SITE AS THE CONSUMER Go through the brand’s site thoroughly as a consumer and continue to document the experience. @ipullrank
  • EXAMINE THE AVAILABLE DEMOGRAPHIC DATA Once we have an idea of the client’s online presence we examine our data from both PRIZM and Simmons to start filling in the gaps and building a story. @ipullrank
  • EXAMINE PSYCHOGRAPHICS Attitudes and characteristics from Simmons adds another layer of insights to who is a persona within the client’s target audience and helps tell the story. @ipullrank
  • EXAMINE MOSAIC TYPE PSYCHOGRAPHICS We slice and dice psychographics based on cross-tabbing relevant questions, but we also take another look at the canned psychographics of the Mosaic types to see @ipullrank
  • VALIDATE USING SOCIAL INVENTORIES Determine how valid the segment is online by placing as much data as possible into Facebook, LinkedIn, or YouTube ads. You may have to infer relationships in some cases. @ipullrank
  • BUILD YOUR PERSONA FROM CONCLUSIONS We use the all the data we’ve collected to build a user story, key traits, digital behavior and engagement insights. @ipullrank
  • HOW TO USE PERSONAS@ipullrank
  • WHAT ARE NEED STATES? This replaces the obsolete Informational, Transactional, Navigational query classification Need States are classifications of goals that users are trying to fulfill when searching for a given keyword. You can define these however you like, but the consumer decision journey is more than adequate. This post talks about them @ipullrank
  • MAP KEYWORDS TO NEED STATES [flowers] [when do roses bloom] [what flowers for a first date] [buying chrysanthemums] [flower a month club] Mapping keywords to the need states or in this case the consumer decision journey will keep the content aligned with the audience and ensure that it meets their needs. @ipullrank
  • STRATEGIC PLANNING – KEYWORD PORTFOLIO When performing keyword research we map our keywords to personas, need states and a variety of our data points to ensure the integration of the consumer insights into the SEO program. @ipullrank
  • STRATEGIC PLANNING – SEO COPY BRIEF We also create a document called the SEO Copy Brief which outlines strategy, personas, keyword bucketing, best practices, measurement planning and so on to prepare any copywriter that will touch the site to create copy. @ipullrank
  • LINK BUILDING - PROSPECTING Use attributes of your personas to perform searches in Followerwonk and FindPeopleOnPlus. @JustinBriggs talks about this approach in his Content-based Link Building post on @OutSpokenMedia @ipullrank
  • LINK BUILDING - OUTREACH or Under the personas approach you can make use hyper-relevant canned messages for outreach or zero on a user’s interests with hyper-personalized messages. @ipullrank
  • MEASUREMENT - SURVEYS Place a custom survey on your site and get user demographics right into Google Analytics with @ipullrank
  • KEYWORD-LEVEL DEMOGRAPHICS This is the future. Read up on it and use it. @ipullrank
  • KEYWORD OWNERSHIP Use Keyword-Level Demographics to determine what persona is actually searching and converting. If there’s a large disparity only focus messaging on those that do search and convert. @ipullrank
  • DYNAMIC TARGETING Since you get the data in real-time you can tailor the experience to the persona that is visiting the site. @ipullrank
  • KEYWORD ARBITRAGE This data will give way to keyword matrices and allow you to understand there the place initial places it to spend your money. @ipullrank
  • SUBSEQUENT CONVERSION PREDICTION This data will also allow you to predict the subsequent conversion of the user and then aggressive target them in another channel such as retargeting to ensure the next purchase. @ipullrank
  • KEYWORD-LEVEL DEMOGRAPHICS BEST PRACTICES Incentivize the Opt-In Just track the persona (Communities or Coupons) Use the appID Cross Property Cookie and Remarket I have a half-finished Wordpress plugin. If you’d find that useful tweet at me and let me know. @ipullrank
  • MAP USER PROFILES TO MEASUREMENT If your site requires profile collect the relevant persona information and map that to measurement. @ipullrank
  • USERREPORT.COM Place a custom survey on your site and get user demographics right into Google Analytics with @ipullrank
  • PERSONAS ARE POWERFUL – USE THEM We as SEOs need to catch up to other disciplines and adopt consumer insights into the process industry-wide. Search is about people. @ipullrank
  • PERSONAS ARE POWERFUL – USE THEM We as SEOs need to catch up to other disciplines and adopt consumer insights into the process industry-wide. Search is about people. @ipullrank
  • MICHAEL KINGDirector of Inbound Marketing @iPullRank THANK YOU / Q&A