SEO + Segmentation =
Rocket Fuel for the Customer Journey
Jori Ford
Rosetta
Director Paid, Owned, Earned Media

Chicago • ...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

SEO, SEGMENTATION, & THE CUSTOMER JOURNEY

BUILDING ON THE BASICS

@chi...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

SEO: Search Engine Optimization
Optimizing Owned assets: web site(s), p...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Behavioral Segments: Who You Want
Key Segments to Consider:
 Buyer Rea...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Understanding the Customer Journey
Reaching Who you want, When they wan...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

SEO + SEGMENTATION = ROCKET FUEL FOR THE CUSTOMER JOURNEY

CUSTOMER CEN...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Step 1: Identify Who You Want
Create target priorities based on the goa...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Step 2: Evaluate When They Want
When is buyer readiness…i.e. when they’...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Step 3: Intention Mapping
Conversion

Discovery
I want a
laptop…which
o...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

SEO + SEGMENTATION = ROCKET FUEL FOR THE CUSTOMER JOURNEY

SEO: KEYWORD...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Intent/Readiness + Primary Keyword +
Segment Modifiers
Each segment typ...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Creating Keyword Theme Targets
Start with what you know…….
We have a ta...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Let’s be shop.nordstrom.com
Who: holiday
shoppers
Product: men’s winter...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Start With Google Keyword Planner
Benefits:
 Free
 Suggest Groups
 P...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Create New Search Based on Target & Segments

Brand (Loyalty
Segment)

...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Create Starter Seed List

@chicagoseopro
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Landing Page Mapping & Optimization

@chicagoseopro
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

SEO + SEGMENTATION = ROCKET FUEL FOR THE CUSTOMER JOURNEY

GIVING CUSTO...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Discovery – “mens winter accessories”
North Face does
a good job

@chic...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Consideration – “north face mens
winter accessories”

Where’s Nordstrom...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Conversion – “north face mens etip
gloves”

@chicagoseopro
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Identify . Engage . Activate
Knowing how to engage consumers with what
...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

1. Everything should start with the
customer & the goal…even SEO.
2. Se...
Chicago | November 4–7, 2013 | #SESCHI | @SESConf

Let’s Connect…
http://www.linkedin.com/in/chicagoseopro
@chicagoseopro
...
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SEO + Segmentation = Rocket Fuel for the Customer Journey

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Slides from 2013 SES Chicago Conference covering how SEO strategist can utilize segmentation to increase traffic, engagement, and conversions by aligned optimization tactics to the customer journey.

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SEO + Segmentation = Rocket Fuel for the Customer Journey

  1. 1. SEO + Segmentation = Rocket Fuel for the Customer Journey Jori Ford Rosetta Director Paid, Owned, Earned Media Chicago • November 4–7, 2013 • #SESCHI @SESConf
  2. 2. Chicago | November 4–7, 2013 | #SESCHI | @SESConf SEO, SEGMENTATION, & THE CUSTOMER JOURNEY BUILDING ON THE BASICS @chicagoseopro Image courtesy of digitalart & freedigitalphotoes.net
  3. 3. Chicago | November 4–7, 2013 | #SESCHI | @SESConf SEO: Search Engine Optimization Optimizing Owned assets: web site(s), profiles, microsites, video, mobile etc. to improve find-ability & visibility on search engines, across all device types. @chicagoseopro Image courtesy of kromkrathog & freedigitalphotoes.net
  4. 4. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Behavioral Segments: Who You Want Key Segments to Consider:  Buyer Readiness (the funnel)  Occasion  Benefits/Desired Outcome  User Status  Loyalty Status Why by Behavior: – Searchers can’t be identified by demographic – They can be identified by intent @chicagoseopro
  5. 5. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Understanding the Customer Journey Reaching Who you want, When they want, How they choose. Turns searchers into buyers. 65% Start on a Smartphone 25% Start on a PC/Laptop 11% Start on a Tablet @chicagoseopro Image courtesy of supakitmod & freedigitalphotoes.net
  6. 6. Chicago | November 4–7, 2013 | #SESCHI | @SESConf SEO + SEGMENTATION = ROCKET FUEL FOR THE CUSTOMER JOURNEY CUSTOMER CENTRIC PLANNING @chicagoseopro Image courtesy of digitalart & freedigitalphotoes.net
  7. 7. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Step 1: Identify Who You Want Create target priorities based on the goal of your SEO strategy. Example Goals: a). Increase traffic to the web site b). Increase engagement c). Increase revenue @chicagoseopro
  8. 8. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Step 2: Evaluate When They Want When is buyer readiness…i.e. when they’re ready to purchase/convert. a). Discovery --> Traffic b). Consideration ---> Engagement c). Conversion ----> Revenue @chicagoseopro
  9. 9. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Step 3: Intention Mapping Conversion Discovery I want a laptop…which one should I buy? “best laptops” Consideration It’s got to have a fast processor! Looks like the HP envy is a good fit… “hp envy core i7 2.4 ghz laptop” “intel i7 laptops” @chicagoseopro
  10. 10. Chicago | November 4–7, 2013 | #SESCHI | @SESConf SEO + SEGMENTATION = ROCKET FUEL FOR THE CUSTOMER JOURNEY SEO: KEYWORD RESEARCH & LANDING PAGE MAPPING @chicagoseopro
  11. 11. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Intent/Readiness + Primary Keyword + Segment Modifiers Each segment type has associated themes, which we can map to searcher intent. Example: Keyword Phrase(s) Readiness Segment(s) Modifier data recovery Discovery None software to recover deleted files Discovery Desired Outcome pc tools file recovery software Consideration Desired Outcome + Loyalty pc tools file recovery software update Conversion Desired Outcome + Loyalty + User Status @chicagoseopro
  12. 12. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Creating Keyword Theme Targets Start with what you know……. We have a target consumer (who) ex. Holiday shoppers We already know our products/services We know we want to increase engagement @chicagoseopro
  13. 13. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Let’s be shop.nordstrom.com Who: holiday shoppers Product: men’s winter accessories When: Consideration @chicagoseopro
  14. 14. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Start With Google Keyword Planner Benefits:  Free  Suggest Groups  Provides Est. Demand  Export results to CSV 1. Insert product keyword into tool. “winter accessories” @chicagoseopro
  15. 15. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Create New Search Based on Target & Segments Brand (Loyalty Segment) Target: holiday shopper looking for winter accessories for men @chicagoseopro
  16. 16. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Create Starter Seed List @chicagoseopro
  17. 17. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Landing Page Mapping & Optimization @chicagoseopro
  18. 18. Chicago | November 4–7, 2013 | #SESCHI | @SESConf SEO + SEGMENTATION = ROCKET FUEL FOR THE CUSTOMER JOURNEY GIVING CUSTOMERS WHAT THEY EXPECT @chicagoseopro
  19. 19. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Discovery – “mens winter accessories” North Face does a good job @chicagoseopro
  20. 20. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Consideration – “north face mens winter accessories” Where’s Nordstrom.com? @chicagoseopro
  21. 21. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Conversion – “north face mens etip gloves” @chicagoseopro
  22. 22. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Identify . Engage . Activate Knowing how to engage consumers with what they need to make a more immediate decision. SEO can use behavior segments to fuel how you target, whoever you want, at any stage in the customer journey. @chicagoseopro
  23. 23. Chicago | November 4–7, 2013 | #SESCHI | @SESConf 1. Everything should start with the customer & the goal…even SEO. 2. Segmentation is more than behavior, however, behavior based segments align best with SEO. 3. Using segments to identify intent, increases opportunity to align the customer with the right information at the right time. KEY TAKE-AWAYS SEO + SEGMENTATION = Rocket Fuel for the Customer Journey @chicagoseopro
  24. 24. Chicago | November 4–7, 2013 | #SESCHI | @SESConf Let’s Connect… http://www.linkedin.com/in/chicagoseopro @chicagoseopro E: jori.ford@rosetta.com http://slidesha.re/1bbqbpN Thank You…..Now Ask Questions! @chicagoseopro

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