10 Commandments - Personas for SEO aka Customer-Driven Website Redesign


Published on

People are THE core of redesigning your website. Content needs to be written & optimized for them. Dana Lookadoo's presentation from PubCon Las Vegas 2013 helps you understand a process for working with the C-Suite, your customers, and data to identify what your audience wants.

What does person want to do?
What keyword phrases are associated with their need?
What questions are they asking?
What content assets do we have to help?
What do we want him/her to do?
Why will he/she do it?
What are the success metrics that lead to conversion?

Learn how to create audience conversion workflows and show some love to your audience when redesigning your website and writing your content.

Published in: Marketing, Technology, Business
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Will cover a process consultants can use to get corporate participation or in-house SEOs can use when redesigning
  • Featured on "Grey's Anatomy“
    Our #1 need is to be loved. Something powerful happens when people are loved and cared for.
    But, you say your company needs to worry about their bottom line, not making everyone feel good.
    Well, guess what! Your customers are going to go to someone else who will make them feel loved.
  • The future of marketing is about being human, because humans don't remember the pitch, they remember the experience. We've got to stop thinking like marketers and start acting like humans to delight our prospects and customers at every touch point when we design our sites and our content. Let's put on our human hats and create an experience worth writing home about or earning links.
  • Personas development is about understanding human nature and developing groups of profiles with common characteristics and goals and needs for your products and services.
  • Anyone approaching web content strategy does so from a multitude of different backgrounds: writing, developing, designing, and marketing to name but a few.
    All have taken up the challenge because they care about content on the web and the vital role it plays in delivering a great user experience.
    By applying these diverse skills and experiences web content strategists are able to make a wide-ranging impact on a web team or project.
    Richard Ingram’s blog - UK
  • Personas are descriptions of people. People are THE core of redesigning your website. Content needs to be written & optimized for them.
    Help identify:What does person want to do?What keyword phrases are associated with their need? What questions are they asking?
    What content assets do we have to help?What do we want him/her to do? Why will he/she do it?What are the success metrics that lead to conversion?
  • People = employees, consultants, agencies, strategic partners
    Misalignment of interests & goals.
  • Many C-suiters think it’s just jargon! NOT!
  • Do they REALLY know primary & secondary audiences? Corporate often has a surface understanding and only knows the audience at face value.
  • Get the C-Suite involved – internal surveys.
  • Get the C-Suite involved – internal surveys. Clicktools (integrates with Salesforce)
  • You need multiple perspectives and insights to help create a user-friendly site that delivers what they need. It needs to include the C-Suite.
  • Select a cross section of clients, employees, media for surveys - via website, email, phone.
  • 1) look and layout of the current site 2) ease of navigation 3) ability to find the information 4) overall content
  • What information do you need most from our website – internally & externally.
    How can the website address their questions and concerns? How can we compel them to buy, complete a contact form, or call us?
  • Select a cross section of clients, employees, media for surveys.
  • Clicktools: Integrates with Salesforce – high-end, paid
    Survey Monkey: On-site or email surveys, free
    Instantly (formerly Survey Builder): Free survey builder for web & mobile insights – instant feedback
  • SEOmoz Search SPAM game at PubCon 2009
  • …and give them a name and face
  • Don’t do this!
  • Your audience will consume your content  based off how they are wired. The 4 personality types summarize their content consumption habits:
  • C-Suite, Product Managers, Managers, Sales, Customer Service Reps
    Get supplies
  • Can be super simple, nothing fancy. Tasks on sticky notes – Vanessa Fox.
    Focus on who they are and the tasks they need to do!
  • Tasks & Keywords
  • Surveys, demographic and psychographic research will help finalize input about the design and content and help finalize two types of personas:
    design (people who use the site) and search personas (those looking for information via search engines).
    The goal is to identify their needs or problems and obstacles and how the website fits into that.
  • You end up with personas - Who, what they need to do, tasks. Compliments
  • Identify who they are and
  • MozCon 2012
    marketers can capture social data to associate with known-users’ profiles. 
  • Facebook Exchange lets advertisers reach users based on their browsing history elsewhere on the Web. 
    Jeffrey Chester, executive director of the Center for Digital Democracy, says the move raises privacy concerns.
    "Facebook's ad exchange is a powerful targeting system that melds its own storehouse of user information with data from other data brokers. Google has now joined that private club. With Google and Facebook pooling their vast data profiles, and access to our mobile phones, consumers will have no place to hide," Chester said.
  • Facebook, Analytics, AdWords, Email Lists – demographic & psychographic
  • Paid tool with competitive insights and audience demographics
  • SEPTEMBER 25, 2013Who’s not online and why15% of American adults do not use the internet at all, and another 9% of adults use theinternet but not at home 
  • SEPTEMBER 25, 2013Who’s not online and why15% of American adults do not use the internet at all, and another 9% of adults use theinternet but not at home 
  • Addressed GA as part of demographic research earlier. Use analytics & webmaster tools to know how people are using your site.
    Get the Visitors Overview report from an unfiltered profile.
    Look at new & returning visitors.
  • Addressed GA as part of demographic research earlier. Use analytics & webmaster tools to know how people are using your site.
    Get the Visitors Overview report from an unfiltered profile.
    Look at new & returning visitors.
  • There are many ways to measure the effectiveness of organic search engine marketing. We’d like to explore various techniques in a series of posts here on the Analytics blog. Today we’ll talk about understanding organic using landing pages and Webmaster Tools data. 
    Today, almost all marketers are investing heavily in creating high-quality content as a way to reach users with information about their products and services. The content can take many forms - from product specific content to brand specific content. The intent is to generate traffic and conversions from a variety of sources, one of the largest of which is often search.
    One way to measure the effectiveness of content is to analyze its performance as a landing page. A landing page is the first page a user sees when they land on your site. If it’s great content, and if it’s ranked highly by search engines like Google, then you should see a lot of websites ‘entrances’ via that page. Looking at landing page performance, and the traffic that flows through specific landing pages, is a great way to analyze your search engine optimization efforts.
    Begin by downloading this custom report (this link will take you to your Analytics account). This report shows the landing pages that receive traffic from Google organic search and how well the traffic performs. 
  • Digital product website.
    Soccer Mom, Techie Dad, Retiree
    backup: another soccer Mom
    $75 Visa or Am Ex gift card
  • Digital product website.
    Follow basic structure pretty closely.
    Define personas and get as close as possible.
    Found them via Facebook.
    Twitter doesn't seem to be working as well to bring people in.
    Tough to find people for heart surgery. Put flyers in doctors offices.
    Facebook & Craig's List - weight loss vitamins, wanted young people 18-34.
  • Search is about needs, and the standard keyword classifier are not enough to understand a searcher’s intent. Reason for need for personas. These types of keywords are important, however, to understand what they are looking for when on a page.
    What terms would they use in various stages of the buying cycle?
    Early Stage Buyer: They made decision they want, have need, or don’t know exactly what they need. They need as much information regarding choices and options possible to feel comfortable.
    Middle Stage Buyer: Prepared to buy but not certain which product/services. They need options and information to progressively narrow choice.
    Late Stage Buyer: Knows exactly what will satisfy need. They’re searching for specifics - want to compare brands, companies, manufacturers to ensure they are worth their money/investment.
  • LOVE the new keyword planner. This is not a talk on how to do keyword research…
    Google Trends, Google Suggest – Ubersuggest, Topsy, SEOBook
    Topsy’s also a good tool to monitor the chatter about your site, your social movement.
    Moz Keyword Difficulty Tool (PAID) to download – good for knowing the SERPs! Which is where you want to spend much of your time.
    Bing - All query volumes and keyword suggestions are based on organic search, not on paid search.
  • Google’s suggestions show popular searches (personalized searches, too).
    Terms that suddenly spike in popularity in the short term can appear, even if they haven’t gained long-term popularity.
  • You can also get Top Users & export to CSV.
  • It's not about keywords. It's about audience.
    Create content that's:
    1. Compelling
    2. Educational
    3. Both
    KW research is still important, because you need to understand what they are searching on.
  • Download free worksheets and slides
  • Too much we this, we that.
    Stop talking about yourself! Your personas (prospects & customers) are tuned into WIIFM – what’s in it for me.
  • There is a famine in the land of website content due to all the self portraits.
  • NO meta description
  • Over 1 Billion
  • Problem with most marketing is it attempts to speak to all potential buyers with the same content in the same language.
    Need: learn more about your audience to shape messaging.
  • Messaging should include…
  • Key features
  • Trust factors that lead to conversion
  • Internal worksheets & questionnaires
    Who, What, Where, Why, How
    Identify your redesign goals and conversion events.
  • Can be super simple, nothing fancy. Tasks on sticky notes – Vanessa Fox.
  • Social proof increases how prospects feel about you, they build brand signals.
    Join the 300,000 members who contribute to our vibrant community and learn from industry experts in our Q&A forum.
  • If other people are liking it and sharing about Southwest, then they will like it and share about it, too
  • Follow those same principles of thinking about your audience across your social media properties
  • Now that you know who they are, ensure the team understands the customer is 1st!
  • Jonathon’s presentation at MozCon 2013 – Whiteboard Friday
  • Example of true persona “understanding”
  • You’ll build fans and followers and a community around your new site!
  • SouthWest wins the love award!!
  • Process - Map audience & their goals, position in the buying cycle with keywords and messaging. Identify what content assets you have and what aspects of your site match or where there is a gap. Optimize or create new content with your benefit to this persona and your solution to meet their needs. You can now publish your content in the best channels to reach them with content they will find and consume.
  • 10 Commandments - Personas for SEO aka Customer-Driven Website Redesign

    1. 1. 10 COMMANDMENTS Developing Personas when Redesigning for SEO aka Customer-Driven Website Redesign Dana Lookadoo SEO Consultant, Trainer Yo! Yo! SEO @lookadoo . @YoYoSEO October 2013 Image credit: http://www.celebritysentry.com/post/the-10-commandments-ricky-gervais-wants-to-know-how-many-youve-broken-wnyc/
    2. 2. Word-of-Mouth SEO — Optimize your online conversation SEO Audits & Consulting Website Re/design Strategy Content Development SEO & Social Media Training http://yoyoseo.com/ . @YoYoSEO
    3. 3. Everybody wants to be loved… Everybody, everybody wants to love Everybody, everybody wants be to loved Oh oh oh Oh oh oh http://bit.ly/1gtt4dT @lookadoo . @YoYoSEO
    4. 4. http://slidesha.re/16ZsI95 @lookadoo . @YoYoSEO
    5. 5. http://slidesha.re/16ZsI95 @lookadoo . @YoYoSEO
    6. 6. Writing, developing, designing, marketing – all disciplines must CARE about the user experience. It’s all about loving your audience! http://bit.ly/16j4XKq
    7. 7. Audience Personas Fuel … Search Engine Optimization Social Media Conversations Content Marketing Conversions @lookadoo . @YoYoSEO
    8. 8. They’re your foundation! “Buyer personas are the most critical foundation for every aspect of marketing.” David Meerman Scott Author of The New Rules of Marketing & PR @dmscott 2 @lookadoo . @YoYoSEO
    9. 9. Personas – 10 COMMANDMENTS 1. 2. 3. 4. 5. 6. Get corporate buy-in. Gather audience feedback. Really know your audience! Remember your customer’s psychographic makeup. Do NOT design without data. Write content based on keyword research, audience behavior, and context. 7. Do NOT design without goals & conversion points. 8. Do NOT make graven images out of your company messaging. 9. Do NOT publish without social proof. 10.Honor your audience’s needs above your desires. @lookadoo . @YoYoSEO
    10. 10. 1 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 C-Suite expects Sales & Marketing to persuade people to spend $$$ on something they do NOT want, need, or understand. 2 @lookadoo . @YoYoSEO
    11. 11. 1 Help them understand… “A buyer persona is an example of the real person who buys, or might buy, products like the ones you market, based on what you’ve learned from direct interviews with real buyers.” http://www.buyerpersona.com/ @lookadoo . @YoYoSEO
    12. 12. Do you know who they REALLY are? Company-wide agreement on your website’s primary & secondary audiences. Image credit: http://twilightersanonymous.com/hq-stills-from-breaking-dawn-part-2-feature-edward-cullen-and-new-vampires.html
    13. 13. 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 site's primary audience (the site's 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 [YOUR COMPANY] offer them to help?  What obstacles do they need to overcome?  What information do they need?  What do they need to understand about [Your Company] that can make things better? 2 Sample C-Suite Questions for Redesign Planning (1 of 3)
    14. 14. 1 Key Stakeholder Surveys  How are they talking about [YOUR COMPANY] offerings? <List examples>  What do they say when comparing us to [PRIMARY COMPETITOR] and [SECONDARY COMPETITOR]?  How can [YOUR 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 [Your Company]'s products and services? 2 Sample C-Suite Questions for Redesign Planning (2 of 3)
    15. 15. 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 don't have to be related to [YOUR 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 you'd like to share about our customers and how they may view the site? 2 Sample C-Suite Questions for Redesign Planning (3 of 3) @lookadoo . @YoYoSEO
    16. 16. 1 Educate the entire team… Your audience is the center of your site re/design. Personas Image credit: http://www.abcteach.com/
    17. 17. 2 Gather audience feedback.
    18. 18. 2 Current Site Feedback Clicktools graphs out responses. 2
    19. 19. 2 Give’em what they want! Customer Surveys 2 @lookadoo . @YoYoSEO
    20. 20. 2 Customer Surveys  Rate the overall look and layout of the current site. (Use rating checkboxes: “Excellent, Good, Average, Poor, Very Poor”)  Rate the ease of navigation. (Rating checkboxes)  Rate your ability to find the information you need on YourCompany.com. (Rating checkboxes)  Rate the overall content (information) on our current website. (Rating checkboxes.)  What information do you need most from our website? (Open comment field)  What can [YOUR COMPANY] do to help you accomplish your tasks, to help you find the information you need? 2 Sample Customer Survey Questions (1 of 3) @lookadoo . @YoYoSEO
    21. 21. 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) 2 Sample Customer Survey Questions (2 of 3) @lookadoo . @YoYoSEO
    22. 22. 2 Customer Surveys  How do you find information about or engage with [YOUR COMPANY]? (You may choose multiple answers.)  Website  Search Engines  Twitter, Facebook, or Google+  Email notifications  Industry Publications & Events  Other Please specify: _________________________________  Identify social media accounts you use. (You may choose multiple answers.)  Facebook  Twitter  Google+ 2  LinkedIn  Other Sample Customer Survey Questions (3 of 3)  None @lookadoo . @YoYoSEO
    23. 23. 2 Survey Tools Clicktools: Integrates with Salesforce – high-end, paid Survey Monkey: On-site or email surveys, free Instantly (formerly Survey Builder): Free survey builder for web & mobile insights 2 http://www.clicktools.com/ https://www.surveymonkey.com/ https://www.instant.ly/ @lookadoo . @YoYoSEO
    24. 24. 3 Really know your audience. 2 personas with usability tests, surveys and keyword analysis. Identify 3-5
    25. 25. 3 Give them an identity! Background Demographics Psychographics Motivations/Needs Activities New/Returning Site Visitor @lookadoo . @YoYoSEO
    26. 26. 3 Content Consumption Habits Competitive Scans header, highlights, bullet point. Humanistic Looks for content that relates to them. Quickly makes decisions 2 Logical. Scans page carefully reading highlighted portions. Drawn to pictures & design. Will share if resonates with self. Methodical Spontaneous Pays attention to details Looks at everything quickly w/o focus looking for interactivity. ADHD @lookadoo . @YoYoSEO
    27. 27. 3 Workshops: Persona Exercises Audience Identity & Task Analysis Group Brainstorm Supplies Whiteboard Worksheet Photos Glue Stick Pens / Pencils Sticky Notes Thinking Caps @lookadoo . @YoYoSEO
    28. 28. 3 Simple Persona Worksheet
    29. 29. Sample Worksheet Tasks & Keywords 2 @lookadoo . @YoYoSEO
    30. 30. Wants. Needs. Obstacles. … 3 by audience type People who use & buy from your website People looking for information via search 2 @lookadoo . @YoYoSEO
    31. 31. 3 Result 2 Persona “Buckets” Brannan Atkinson Chief Marketing Officer, Raven Internet Marketing Tools
    32. 32. Remember your customer’s 4 psychographic makeup. WHAT THEY DO WHAT THEY LIKE WHAT MOTIVATES THEM 2 @lookadoo . @YoYoSEO
    33. 33. 4 Psychographics Psychographics Deconstructed: What We Look Like to Facebook Marketers Cultural Interests Health Professional Heart & Soul Food & Beverages Political Travel Play Quirks http://bit.ly/1i5yp6P “Psychographics” is a “Psychographics” is means of identifying means of identifying users by interests, users by interests, occupations, roles in occupations, roles in life, predilections, predilections, and other personal and other personal characteristics.  characteristics.  It’s like demographic like demographic research & persona persona modeling on to the on to the Nth degree… hence Nth degree… hence the “psycho.” the “psycho.” @lookadoo . @YoYoSEO
    34. 34. 4 October 18, 2013 @lookadoo . @YoYoSEO
    35. 35. 4 Audience Behavior Research Image credit: Marty Weintraub
    36. 36. 4 Audience Behavior Research https://sproutsocial.com/
    37. 37. 4 Online Habits & Usage http://bit.ly/1c5XtNs @lookadoo . @YoYoSEO
    38. 38. 4 Online Habits & Usage As of May 2013: •91% of American adults have a cell phone •56% of American adults have a smartphone •28% of cell owners own an Android •25% own an iPhone •4% own a Blackberry As of September 2013: •24% of Americans ages 16 and older own an e-reader •35% of Americans ages 16 and older own a tablet computer http://bit.ly/1c5XtNs @lookadoo . @YoYoSEO
    39. 39. 4 Who Is Online & Where 93% of teens (12-17) are online. More are using Twitter Internet Email Facebook Mobile Phone More than ½ (53%) of adults 65+ are online. Internet Email Facebook Mobile Phone http://bit.ly/1a4qXYL http://bit.ly/1axYreG @lookadoo . @YoYoSEO
    40. 40. 5 Do NOT design without data. Reports Visitors Overview (new & returning) Browsers and OS (desktop, tablet, mobile) Map Overlay (visitor locations) Referring Sites Webmaster Tools (impressions, landing pages) 2 Keyword Referrals [not provided] -> 100%
    41. 41. 5 Most Valuable Pages People who converted looked at these pages. 2 Pageviews . Unique Pageviews . Avg. Time on Page . Entrances . Bounce Rate . % Exit . Page Value @lookadoo . @YoYoSEO
    42. 42. Organic Landing Pages & 5 Search Queries Analyze Organic Search Engine Marketing with Google Analytics & Webmaster Tools Data 2 http://bit.ly/1ayfYn4 @lookadoo . @YoYoSEO
    43. 43. 5 In-Person UX Studies 2 @lookadoo . @YoYoSEO
    44. 44. 5 Usability Testing Methodology Define 3 website personas to identify your audience. Get “real life” usability testers who match profiles. Facebook, Craig’s List, Flyers Schedule 45-minute sessions. Jay Berkowitz www.TenGoldenRules.com Look over their shoulder. Redesign accordingly! 2 http://amzn.to/19Tzh9y @lookadoo . @YoYoSEO
    45. 45. Base content on keyword 6 research, audience behavior and context. 2 Classifiers help you understand what audience is looking for at various stages of the Buying Cycle. @lookadoo . @YoYoSEO
    46. 46. 6 People’s Desires & Problems Keyword research is one of the most valuable forms of research you can do! It's an expression of people's desires and problems. Brian Clark @copyblogger @lookadoo . @YoYoSEO
    47. 47. Steve Plunkett 4 C's SEO Keynote at SearchExchange @steveplunkett http://slidesha.re/16kLObd
    48. 48. 6 Go Beyond Google AdWords
    49. 49. 6 Google Autocomplete
    50. 50. 6 Keywords - Social Sentiment @lookadoo . @YoYoSEO
    51. 51. Hummingbird != Keywords 6 It’s about the audience query! It impacts on everything on Google do in response to any sort of query, query, because it changes how Google understands every query. Yes it is it is applying the use of synonyms and semantics, but it is is applying it directly to the query. 2 Ammon Johns @Ammon_Johns Hummingbird – The Opposite of Long-tail Search http://www.isoosi.com/blog/hummingbird-the-opposite-of-long-tail-search.html @lookadoo . @YoYoSEO
    52. 52. 6 Keywords Evaluation / Mapping Mozinar: Stress-free Website Redesign for Search & Social http://bit.ly/19seLx5
    53. 53. Do NOT make graven images 7 out of your company messaging. 2 @lookadoo . @YoYoSEO
    54. 54. 7 No More Self Portraits! It’s not about you! Image credit: http://www.inqmind.co/2013/08/ad-campaigns-by-hugh-kretschmer/
    55. 55. 7 Welcome… We… REALLY??? <title>Welcome to our newly redesigned website! | Open Learning Initiative</title>
    56. 56. 7 ’s M It E D AN P C! I
    57. 57. Image credit: unknown
    58. 58. 7 UVP & Audience Benefits Unique Value Proposition What product or service are you selling? Boosters Free shipping or Fast shipping / Next day shipping What is the end-benefit of using it? Free bonus with a purchase Who is your target customer for this product or service? Money-back guarantee What makes your offering unique and different? No long-term contract, cancel any time
    59. 59. Good Slogan + Audience 7 Benefits + Relevant Imagery
    60. 60. Do NOT design without goals 8 and conversion points. http://raventools.com/ Clearly answers For Whom? & What? Conversion Points Free Trial
    61. 61. Outline redesign goals and 8 steps to conversion.
    62. 62. 8 Audience Task Analysis Tasks Goals Objections Person Task / What are they doing? Objections / What stops them? Conversion Points Goal / What do they want to accomplish? Conversion Point Capture it in a worksheet to create audience conversion workflows. Vanessa Fox Marketing in the Age of Google @vanessafox http://amzn.to/1fNUCcI @lookadoo . @YoYoSEO
    63. 63. 8 Conversion Workflows (1 of 2) Persona Search Queries Company Lingo Rank? Identify 1 persona / task per row. @lookadoo . @YoYoSEO
    64. 64. 8 Conversion Workflows (2 of 2) Snippet SERPs Page Relevance Conversion @lookadoo . @YoYoSEO
    65. 65. Do NOT publish without 9 social proof. Social proof increases confidence in your product and/or service builds brand signals. http://moz.com/ 2 @lookadoo . @YoYoSEO
    66. 66. 9 Social Proof: Branding Psych http://www.blogsouthwest.com/ Psychology: People tend to believe the actions and decisions of others reflect the correct behavior or conclusion for that situation or company.
    67. 67. 9 Social Proof: Across the Web The Ridiculously Exhaustive Social Media Dimensions Blueprint http://bit.ly/SocialBlueprint @lookadoo . @YoYoSEO
    68. 68. Honor your audience’s 10 needs above your desires. 2 “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.” http://www.futurenowinc.com/wewetext.htm @lookadoo . @YoYoSEO
    69. 69. 10 REI: Audience is #1! Leveraging Agile Marketing for SEO “First of all come customers. Jonathon Colman @jcolman They're the most most important people. They're our reason for existing as a business. So we like to say, ‘Users are number number one.’” 2 http://www.seomoz.org/blog/agile-marketing-whiteboard-friday
    70. 70. 10 “To truly communicate with your visitors, you must put yourself in their shoes.” Content Marketing Personas Bryan Eisenberg http://bit.ly/1fM1BTn Image credit: http://www.inqmind.co/2013/08/ad-campaigns-by-hugh-kretschmer/
    71. 71. Show your audience a little … @lookadoo . @YoYoSEO
    73. 73. Website Personas for SEO Surveys •Key Stakeholders •Customers Your Benefit •How your product or service provides benefit to this persona Identify Design & Search Personas •Demographics, psychographics, activities, Web usage •Needs, wants, desired tasks, objections messages will reach them, words they use Your Solution •How your product or service solves their motivations, needs, desires, eases pain •What Goals & Conversions New & Returning Visitors Keywords – Buying Cycle / Buckets Marketing Channels •Best channels to reach this persona •Types of content will they consume •Web, Facebook, Twitter, LinkedIn, YouTube, Pinterest
    74. 74. Dana Lookadoo SEO Consultant, Trainer Yo! Yo! SEO dana@yoyoseo.com YoYoSEO.com . @lookadoo . @YoYoSEO 10 Commandments - Developing Personas when Redesigning for SEO Bit.ly Bundle: http://bit.ly/PersonasSEO