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.