Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
KNOW THY AUDIENCE10 Commandments forDeveloping Personas whenRedesigning for SEO                                           ...
Audience Personas Fuel …        Search Engine Optimization        Social Media Conversations        Content Marketing     ...
10 Commandments for Personas1. You shall get corporate buy-in.2. You shall have no other focus than your audience.3. You s...
1 You shall get corporate  buy-in.  A       Most companies hire people who DO NOT       come from the buyer’s world.   B  ...
Do You REALLY Know Them?      Company-wide agreement on      primary & secondary audiences.       Image credit: http://twi...
1 Key Stakeholder Surveys  Who are the audiences with whom you believe our website should   communicate? Be specific. Lis...
1 Key Stakeholder Surveys  How are they talking about [COMPANY] offerings? <List examples>  What do they say when compar...
1 Key Stakeholder Surveys  What are your expectations for the site redesign?     Examples: Make the site more intuitive/...
1    Image credit: http://www.cartoonstock.com
2 You shall have no other  focus than your audience.                                Customer Surveys  2         Clicktools...
2 Survey Tools             Clicktools: Integrates with             Salesforce – high-end, paid             4Q Survey: Free...
2 Identify wants, needs, and  obstacles by audience type.      People      People      who use     looking for      your  ...
2 Customer Surveys                                          R                                           a                ...
2 Customer Surveys   What is your preferred media, types of content?    (You may choose multiple answers.)      Text wit...
2 Customer Surveys   How do you find information about or engage with [COMPANY]?    (You may choose multiple answers.)   ...
3 You shall not make graven  images out of your company  messaging.  2
3 You shall not make graven  images out of your company  messaging.  2
3      No More Self Portraits!It’s not about you!                       Image credit: http://www.inqmind.co/2012/08/ad-cam...
3 We We Calculatorhttp://www.futurenowinc.com/wewe.htmhttp://www.futurenowinc.com/wewetext.htm
Do not use the name of a4 persona without  understanding who they  are.  2                        http://www.seomoz.org/
4 Identify who they are!      Background      Demographics      Psychographics      Motivations/Needs      Activities     ...
4 Workshops: Persona Exercises                  Audience Identity                  & Task Analysis                  Group ...
Potential Audience Photos
4 Simple Persona Worksheet
4 Empathize!                 “To truly            communicate        with your visitors,                   you must put   ...
5 Honor your audience’s  needs above your desires.       “As proud as you may be of       your company and your       prod...
5 REI: Users are #1!       “First of all come customers.       Theyre the most important people.       Theyre our reason f...
6 Remember your customer’s  psychographic makeup.WHO THEY ARE            &WHAT THEY DO       are the       center      of ...
6 Content Consumption Habits                             Competitive                              Scans header,           ...
Image credit: unknown
6 Audience Behavior ResearchImage credit: Marty Weintraub
6 Audience Behavior Research
7 You shall not design without  data.                 Visitors Overview      Reports    (new & returning)                 ...
8 You shall not design without  knowing audience goals and  conversion points.                            Free TrialPrevio...
8 Designing for Audience    Answers “Who”    Stroked ego with “Best”    Peers / Trust                              Answers...
8 Outline audience goals and  steps to conversion.                      Sample Worksheet
9 You shall not design or write  without keyword research  based on audience behavior.         Classifiers help you unders...
Sample Worksheet    Tasks & Keywords2
9 Go Beyond Google AdWords
9 Google Autocomplete
9 Keywords - Social Sentiment
10 You shall not publish   without social proof.    Social proof increases confidence in your product    and/or service.  ...
10 Social Proof: Psychology     People tend to believe the actions and decisions of     others reflect the correct behavio...
Result   Persona “Buckets”2                  Brannan Atkinson                   Chief Marketing Officer,                  ...
Website Personas for SEO          Surveys                      Your Benefit•Key   Stakeholders            •How  your produ...
Dana LookadooSEO Consultant, TrainerYo! Yo! SEOAgency focus is Word-of-Mouth SEO,helping clients optimize theironline conv...
10 Commandments to Developing Personas when Redesigning for SEO
Upcoming SlideShare
Loading in …5
×

10 Commandments to Developing Personas when Redesigning for SEO

9,049 views

Published on

"Know Thy Audience" is the theme of the presentation given by Dana Lookadoo at PubCon Las Vegas 2012. The 10 Commandments for Personas cover a process to get corporate participation when redesigning a company website based on audience tasks and needs, including search engine optimization. Audience personas fuel content marketing and all online marketing efforts. The presentation provides sample surveys, questionnaires and worksheets.

Published in: Technology
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Jonathon, thank you for providing such valuable insights that fit hand-in-hand with the importance of focusing on the audience first. Other than a good laugh & having not brought foam fingers, we are big fans of you and REI!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Thanks for the shout-out, Dana - users are #1! Hope you did this presentation with one of those big foam 'We're Number 1!' fingers you always see at the stadium... :)
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

10 Commandments to Developing Personas when Redesigning for SEO

  1. KNOW THY AUDIENCE10 Commandments forDeveloping Personas whenRedesigning for SEO Dana Lookadoo SEO Consultant, Trainer Yo! Yo! SEO @lookadoo & @YoYoSEO October 2012 Image credit: http://www.celebritysentry.com/post/the-10-commandments-ricky-gervais-wants-to-know-how-many-youve-broken-wnyc/
  2. Audience Personas Fuel … Search Engine Optimization Social Media Conversations Content Marketing Conversions
  3. 10 Commandments for Personas1. You shall get corporate buy-in.2. You shall have no other focus than your audience.3. You shall not make graven images out of your company messaging.4. Do not use the name of a persona without understanding who they are.5. Honor your audience’s needs above your desires.6. Remember your customer’s psychographic makeup.7. You shall not design without data.8. You shall not design without knowing audience goals and conversion points.9. You shall not design or write without keyword research based on audience behavior.10. You shall not publish without social proof.
  4. 1 You shall get corporate buy-in. A Most companies hire people who DO NOT come from the buyer’s world. B Interests and goals are NOT aligned. C-Suite expects sales & marketing to C persuade prospects to spend money on something they DO NOT want, need, or understand. 2
  5. Do You REALLY Know Them? Company-wide agreement on primary & secondary audiences. Image credit: http://twilightersanonymous.com/hq-stills-from-breaking-dawn-part-2-feature-edward-cullen-and-new-vampires.html
  6. 1 Key Stakeholder Surveys  Who are the audiences with whom you believe our website should communicate? Be specific. List multiple audience types, including titles if known. Identify those you believe are the sites primary audience (the sites main focus) and those who are secondary (important, but not as critical).  What do you know (think) about their computer usage and personal Web behavior?  How do they use the Web - via computer and/or mobile devices? Where do they hang out – Facebook, LinkedIn, news sites, YouTube, game sites?  What activities make up their job?  With whom do they communicate most frequently at work?  What are their frustration and pain points in their job, and what does [COMPANY] offer them to help?  What obstacles do they need to overcome?  What information do they need?  What do they need to understand about [COMPANY] that can 2 make things better? Sample C-Suite Questions for Planning Redesign (1 of 3)
  7. 1 Key Stakeholder Surveys  How are they talking about [COMPANY] offerings? <List examples>  What do they say when comparing us to [PRIMARY COMPETITOR] and [SECONDARY COMPETITOR]?  How can [COMPANY] address their objections on the website?  Thinking back to our primary audience, what stage of the buying cycle are they in? Are they:  Researching?  Trying to understand more about us as a company?  Determining if they need our products or services?  Intend to purchase?  Already a customer and accessing support information?  How can the website address their questions and concerns?  How can we compel them to buy, complete a contact form, or call us?  How can we explain the value of [COMPANY]s products and services? 2 Sample C-Suite Questions for Planning Redesign (2 of 3)
  8. 1 Key Stakeholder Surveys  What are your expectations for the site redesign?  Examples: Make the site more intuitive/easier to use. Explain more about our products, services, career opportunities, gather visitor feedback, attract new audiences, increase attendance at events, build sense of community, increase brand awareness, etc.  What specific requirements do you want included in the site that would help our audience?  List 3 websites you like, that you personally visit and or participate in on a regular basis. (These dont have to be related to [COMPANY] or our industry.)  Do you like the graphics, colors, look and feel, quality of content, functionality, community, other special features?  Do you have other input youd like to share about our customers and how they may view the site? Sample C-Suite Questions for 2 Planning Redesign (3 of 3)
  9. 1 Image credit: http://www.cartoonstock.com
  10. 2 You shall have no other focus than your audience. Customer Surveys 2 Clicktools graphs out responses.
  11. 2 Survey Tools Clicktools: Integrates with Salesforce – high-end, paid 4Q Survey: Free pop-up surveys to figure out why visitors are on your site and if they’re able to do what they need to do Survey Monkey: On-site or email surveys, free Instantly (formerly Survey Builder): Free survey builder for 2 web & mobile insights
  12. 2 Identify wants, needs, and obstacles by audience type. People People who use looking for your information website via search 2
  13. 2 Customer Surveys  R a t e t h e o v e r a l l Sample Customer Questions for l 2 Audience-based Redesign (1 of 3) o o k
  14. 2 Customer Surveys  What is your preferred media, types of content? (You may choose multiple answers.)  Text with pictures  PDF downloads – whitepapers, fact sheets, brochures  Charts & Infographics  Video  Anything I can view on a mobile device, i.e. phone or tablet.  Other Please specify: _________________________________  What, if any, suggestions do you have for improving the website (including content, functionality, etc.)? (Open comment field) Sample Customer Questions for Audience-based Redesign (2 of 3) 2
  15. 2 Customer Surveys  How do you find information about or engage with [COMPANY]? (You may choose multiple answers.)  Website  Search Engines  Twitter, Facebook, or Google Plus  Email notifications  Industry Publications & Events  Other Please specify: _________________________________  Identify social media accounts you use. (You may choose multiple answers.)  Facebook  Twitter  Google Plus  LinkedIn Sample Customer Questions for  Other Audience-based Redesign (3 of 3) 2  None
  16. 3 You shall not make graven images out of your company messaging. 2
  17. 3 You shall not make graven images out of your company messaging. 2
  18. 3 No More Self Portraits!It’s not about you! Image credit: http://www.inqmind.co/2012/08/ad-campaigns-by-hugh-kretschmer/
  19. 3 We We Calculatorhttp://www.futurenowinc.com/wewe.htmhttp://www.futurenowinc.com/wewetext.htm
  20. Do not use the name of a4 persona without understanding who they are. 2 http://www.seomoz.org/
  21. 4 Identify who they are! Background Demographics Psychographics Motivations/Needs Activities New/Returning Site Visitor
  22. 4 Workshops: Persona Exercises Audience Identity & Task Analysis Group Brainstorm Supplies Whiteboard Worksheet Photos Glue Stick Pens / Pencils Sticky Notes Thinking Caps
  23. Potential Audience Photos
  24. 4 Simple Persona Worksheet
  25. 4 Empathize! “To truly communicate with your visitors, you must put yourself in their shoes.”Content Marketing PersonasBryan Eisenberghttp://bryaneisenberg.com/content-marketing-personas/ Image credit: http://www.inqmind.co/2012/08/ad-campaigns-by-hugh-kretschmer/
  26. 5 Honor your audience’s needs above your desires. “As proud as you may be of your company and your product or service, most customers only care about how well you can help them meet their wants and needs. If you want more of them to buy, your focus has to be on your customer.” 2 http://www.futurenowinc.com/wewetext.htm
  27. 5 REI: Users are #1! “First of all come customers. Theyre the most important people. Theyre our reason for existing as a business. So we like to say, ‘Users are number one.’” Leveraging Agile Marketing for SEO Jonathon Colman Principal Experience 2 Architect, REI http://www.seomoz.org/blog/agile-marketing-whiteboard-friday
  28. 6 Remember your customer’s psychographic makeup.WHO THEY ARE &WHAT THEY DO are the center of your website universe! 2
  29. 6 Content Consumption Habits Competitive Scans header, highlights, bullet point; quickly makes decisions Humanistic MethodicalLooks for content that Logical; scans page relates to them; carefully reading drawn to pictures & highlighted portions; design; pays attention towill share if resonates details with self Spontaneous Looks at everything 2 quickly w/o focus looking for interactivity, ADHD
  30. Image credit: unknown
  31. 6 Audience Behavior ResearchImage credit: Marty Weintraub
  32. 6 Audience Behavior Research
  33. 7 You shall not design without data. Visitors Overview Reports (new & returning) Browsers and OS (desktop, mobile) Map Overlay (location) Referring Sites Keyword Referrals Webmaster Tools (impressions & landing pages) 2
  34. 8 You shall not design without knowing audience goals and conversion points. Free TrialPrevious redesignclearly addressed 2audience: B2B & B2C http://raventools.com/
  35. 8 Designing for Audience Answers “Who” Stroked ego with “Best” Peers / Trust Answers “Why” Authenticity Keys http://raventools.com/
  36. 8 Outline audience goals and steps to conversion. Sample Worksheet
  37. 9 You shall not design or write without keyword research based on audience behavior. Classifiers help you understand what audience is looking for at various stages 2 of the Buying Cycle.
  38. Sample Worksheet Tasks & Keywords2
  39. 9 Go Beyond Google AdWords
  40. 9 Google Autocomplete
  41. 9 Keywords - Social Sentiment
  42. 10 You shall not publish without social proof. Social proof increases confidence in your product and/or service. http://raventools.com/ Statements by satisfied customers Pictures add further validity. 2
  43. 10 Social Proof: Psychology People tend to believe the actions and decisions of others reflect the correct behavior or conclusion for that situation. Transparency: Addresses “pet peeves” Openness to input increases comfort level, leads to conversions. http://raventools.com/
  44. Result Persona “Buckets”2 Brannan Atkinson Chief Marketing Officer, Raven Internet Marketing Tools
  45. Website Personas for SEO Surveys Your Benefit•Key Stakeholders •How your product or•Customers service provides benefit to this persona Identify Design & Search Personas Your Solution•Demographics, •How your product orpsychographics, service solves theiractivities, Web usage motivations, needs,•Needs, wants, desired desires, eases paintasks, objections•What messages willreach them, words they Marketing Channelsuse •Best channels to reach this persona Goals & Conversions •Types of content will New & Returning they consume Visitors •Web, Facebook, Twitter, LinkedIn, YouTube, Keywords – Buying Pinterest Cycle / Buckets
  46. Dana LookadooSEO Consultant, TrainerYo! Yo! SEOAgency focus is Word-of-Mouth SEO,helping clients optimize theironline conversation.dana@yoyoseo.com . YoYoSEO.com@lookadoo . @YoYoSEO10 Commandments for Developing Personas whenRedesigning for SEO: http://yseo.us/pubcon12

×