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Getting them there &
      keeping them there:

      Using Business-driven Personas to
      Create Holistic Search and E...
Tamara Adlin & Vanessa Fox




Copyright 2010, Tamara Adlin & Vanessa Fox. All rights reserved.
3




SEO vs. UX (in a completely oversimplified way)



                                                                 ...
Our individual processes




                                                                   Competitive      Feature  ...
Our Combined Process

          1. Goal clarification
          2. Business-driven personas


                    3a. Next...
7




Copyright 2010, Tamara Adlin & Vanessa Fox. All rights reserved.
7




                                                                   important dude




                              ...
8


Magical things happen when we
use personas for both UX and SEO



Task Becky                          Sample          ...
9


We’ll show you how to use tools
that help you create SEO strategies




Copyright 2010, Tamara Adlin & Vanessa Fox. Al...
“I’d love to do yoga again,
                 BECKY BUSY                                      but I can’t imagine how I’ll ...
11




And now for something completely awesome...
             Design Map: Title, including name of persona
             ...
Getting them there &
      keeping them there:

      Using Business-driven Personas to
      Create Holistic Search and E...
Getting them there and keeping them there: UI15 workshop preview
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Getting them there and keeping them there: UI15 workshop preview

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Getting them there and keeping them there: using business-driven personas to create holistic SEO and experience strategies: SEO isn't just about getting eyeballs to show up at your site; it's also about keeping them there. User Experience isn’t just about moving people around once they’re on your site; it’s also about fulfilling needs and promises that were made long before they arrived. In this workshop, Tamara will present a practical, step-by-step method that starts with clarified business goals and ends with actionable search and user experience strategies. We’ll start with a practical, step-by-step method to get clarity on business goals and develop quick, ad hoc personas that capture the key goals, needs, and questions of your target users. We’ll use these personas to create a user-centered SEO action plan (created in collaboration with Vanessa Fox, author of Marketing in the Age of Google). Next, we’ll apply the SEO insights drive user experience design, and re-design, decisions that directly impact conversion. This course is perfect for the SEO professional interested in UX, and UX pros who are still trying to figure out how to deal with SEO.

Getting them there and keeping them there: UI15 workshop preview

  1. 1. Getting them there & keeping them there: Using Business-driven Personas to Create Holistic Search and Experience Strategies Copyright 2010, Tamara Adlin & Vanessa Fox. All rights reserved.
  2. 2. Tamara Adlin & Vanessa Fox Copyright 2010, Tamara Adlin & Vanessa Fox. All rights reserved.
  3. 3. 3 SEO vs. UX (in a completely oversimplified way) Our marvelous site! SEO drives eyeballs to your site. UX design is about moving eyeballs around in your site. BUY NOW! Copyright 2010, Tamara Adlin & Vanessa Fox. All rights reserved.
  4. 4. Our individual processes Competitive Feature Wireframes, Goal Prioritized Ad Experience Analysis & Brainstorms & Content Conversion Clarification Hoc Personas Design UX Strategy Prioritization Strategy, Etc. Copyright 2010, Tamara Adlin & Vanessa Fox. All rights reserved.
  5. 5. Our Combined Process 1. Goal clarification 2. Business-driven personas 3a. Next steps for SEO 3b. Next steps for UX Tasks list for each persona Validate personas Keyword research Persona-based experience analyses Clustering & evaluating keywords Persona-weighted feature matrix Prioritizing keywords 4. Weaving together searcher workflows and experience designs Searcher workflows & tactics Design Maps Define Metrics Copyright 2010, Tamara Adlin & Vanessa Fox. All rights reserved.
  6. 6. 7 Copyright 2010, Tamara Adlin & Vanessa Fox. All rights reserved.
  7. 7. 7 important dude important gal Copyright 2010, Tamara Adlin & Vanessa Fox. All rights reserved.
  8. 8. 8 Magical things happen when we use personas for both UX and SEO Task Becky Sample What we can “Oh, by the Our business Motivation to Success wants to Search provide to help way...” goal related do what will Metrics accomplish Queries her accomplish (what we can to this task help us her task offer that she achieve the might not business goal think to ask for) Copyright 2010, Tamara Adlin & Vanessa Fox. All rights reserved.
  9. 9. 9 We’ll show you how to use tools that help you create SEO strategies Copyright 2010, Tamara Adlin & Vanessa Fox. All rights reserved.
  10. 10. “I’d love to do yoga again, BECKY BUSY but I can’t imagine how I’ll fit it in! Task Becky Sample What we can “Oh, by the What we want Why they’ll do it. Success Metrics wants to Search provide to help her way...” them to do accomplish Queries accomplish her (what we can offer that (related to biz she might not think to task ask for) goal) Save & track progress I want to do “About doing yoga at home...” Professional advice on It’s free # videos watched yoga dvd best videos for you Easy to try # pages viewed yoga at yoga video “Like a library of DVDs, always at your disposal” Beyond ‘beginner, Watch a video Monitor progress Creating a free home / not in yoga books ... “Always fresh books in intermediate, advanced...” BECOME A MEMBER Customize materials that are relevant to account Saving/favoriting your library...grow with a studio you...” It doesn’t have to take an hour you SUBSCRIBING One stop shop for Yoga online yoga videos Free I want online yoga classes online yoga online videos “workouts” Not all teachers are created equal same as above Lots of content Air of authority same as above yoga videos workouts Save & track progress monitoring progress ... Customizability / Centralized resource personalized advice We can also give you easy, accurate, yoga poses full workouts with each I’m looking yoga postures specific videos / articles related to single poses pose Attract visitors, even comprehensive return visits sharing yoga asanas We can give you for a specific browsable library of poses beginner to advanced people looking for access to a full watching second video multiple definitions at simple definitions browsable library (after searched-for yoga pose (individual poses in spreadsheet) different levels of details training You can track your video) mastery of poses I have a what is difference between pilates Try it now! Videos It’s free to come back Return visits reading more than one specific and yoga? can yoga help with Comprehensive blog / knowledge base related to questions. This is the place to get Be in top three visited Comprehensive and credible information article question fibromyalgia? Discussion / ask the expert all your yoga questions yoga sites on the web There’s a live person sharing subscribe to RSS Can you do yoga answered. to ask about yoga when pregnant? watch a video
  11. 11. 11 And now for something completely awesome... Design Map: Title, including name of persona Key Search First step Second Third step Fourth Step terms / Step step Comment search goals Question Idea Question Design SEO related to idea! guidelines SEO first step for page(s) Comment or assumptio n Copyright 2010, Tamara Adlin & Vanessa Fox. All rights reserved.
  12. 12. Getting them there & keeping them there: Using Business-driven Personas to Create Holistic Search and Experience Strategies Copyright 2010, Tamara Adlin & Vanessa Fox. All rights reserved.

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