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Creating Website Personas and Mapping Them to Problems, Solutions, and Keywords

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Website personas can provide a significant edge when researching keywords and creating content. Sadly, they are an often missed element in many content marketing execution plans.

Presentation Flow and Outline

- Explain what website personas are and why they are important
- Review common types of website personas
- Provide a free template for defining your website personas
- Review the importance of understanding and documenting persona problems and pain points
- Map website persona pain points and problems to possible keyword focused solutions
- Research keyword options for solutions
- Map these solutions to website content

Learn more about website personas and SEO at https://www.diyseocourses.com.

Published in: Marketing
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Creating Website Personas and Mapping Them to Problems, Solutions, and Keywords

  1. 1. Today’s Training Will Cover Example Personas The What and Why of Personas Keyword Research for Personas Copyright 2018 Web Savvy Marketing, All Rights Reserved
  2. 2. Successful website design isn’t just about colors, fonts, and content. Good design is about asking the right questions and making sure those questions apply to your website visitors. !
  3. 3. It’s about finding solutions to your website visitors’ problems. It’s about mapping a journey for your visitors and creating clear paths for them to follow. !
  4. 4. Successful website design isn’t about you. Focus on your visitor and how your website can help them locate the right information and encourage them to take action. !
  5. 5. The Importance of Personas ◉ Different groups of people have different problems. ◉ Because they have different problems, they have different needs. ◉ With different needs, comes different answers or solutions. ◉ With varied answers, you derive different terms and phrases the group or persona would use to search for their solutions. ◉ By viewing different groups and creating seed keyword lists for each group, you exponentially expand your keyword universe and opportunities to rank in search. Copyright 2018 Web Savvy Marketing, All Rights Reserved
  6. 6. Questions About You Who You Are How would you describe your business to a potential client? What You Do How would you describe your product or service offering? What Are Your Differentiators What sets you apart from your competition? Copyright 2018 Web Savvy Marketing, All Rights Reserved
  7. 7. Questions About Who You Serve ◉ Are they men or women? ◉ Are they kids, teens, adults, or baby boomers? ◉ Are they consumers or businesses? ◉ Are they universities, enterprise level companies, or small business? ◉ Are they tech savvy or new to an industry based topic? ◉ Do they exist in certain departments like IT, accounting, or manufacturing? ◉ Do they have different positions like entry level, manager, or c-level executive? ◉ Do they speak different languages? ◉ Do they live in different regions? ◉ Do they have different budgets and desired price points for goods and services? Copyright 2018 Web Savvy Marketing, All Rights Reserved
  8. 8. Defining Your Personas ◉ A B2C company will have personas that include characteristics like gender, age, education level, or geography. ◉ A B2B company will have personas that include characteristics like industry, management level, and organizational department. ◉ Regardless of B2B or B2C segmentation, defining a website’s visitor personas will help place prospective users in a box which in turn will help you speak to them in their language. ◉ That last part is important for SEO. Copyright 2018 Web Savvy Marketing, All Rights Reserved
  9. 9. Do You Have Persona Groups? ◉ Age or gender ◉ Income level ◉ Geography ◉ Professional position, occupation, or department ◉ Industry ◉ Business size ◉ Stage in the buying cycle ◉ Product or service type ◉ Customer status – suspect, prospect, new customer, repeat customer
  10. 10. Documenting Persona Data ◉ Name ◉ Description ◉ Drivers, goals, and/or objectives ◉ Frustrations, challenges and paint points ◉ Needs ◉ Decision process and criteria ◉ Purchase obstacles ◉ Marketing channels Copyright 2018 Web Savvy Marketing, All Rights Reserved
  11. 11. Asking Questions is Key ◉ Who do you help? ◉ What are their individual objectives and goals? ◉ What problems do your visitors have? ◉ What specific issues do they struggle with? ◉ What questions do they want to ask? ◉ How can your products, services, or content help resolve these issues? ◉ How can your products, services, or content help them reach their goals? ◉ What content do you have to help answer these questions? Copyright 2018 Web Savvy Marketing, All Rights Reserved
  12. 12. Personas for An App Provider ◉ A mom is going to look for apps that help her protect her children or monitor her teen’s internet usage. ◉ A teen is going to look for apps that help avoid a parent monitoring them. They’ll seek out new apps, cheat codes, or extensions to keep their parents away. ◉ A dad is going to look for something to keep both mom and teenager happy. Copyright 2018 Web Savvy Marketing, All Rights Reserved
  13. 13. Personas for an Online Shoe Store ◉ 10-year-old boy – searches for “cool sneakers” ◉ 16-year-old girl – searches for “kim kardashians shoes” or maybe “trendy shoes in 2018” ◉ 45-year-old woman – searches for “comfortable dress shoes” because she goes straight from work to her kids’ football practice ◉ 55-year-old man – searches for “size 13 extra wide shoes” Copyright 2018 Web Savvy Marketing, All Rights Reserved
  14. 14. Personas Overview Copyright 2018 Web Savvy Marketing, All Rights Reserved Persona #1 Persona #2 Persona #3 Persona #4 Goals Challenges Needs
  15. 15. Basic Mapping of Personas Copyright 2018 Web Savvy Marketing, All Rights Reserved Persona #1 Persona #2 Persona #3 What products or services would this persona purchase? What words or phrases might this persona use to describe your products or services?
  16. 16. Let’s Explore Some Well Known Fictional Characters and Look at What Makes Their Personas Unique
  17. 17. Winnie the Pooh Description Likes his pals in the Hundred Acre Wood and is always helping. Pooh loves honey. Goals Maximizing honey collection, Sleeping, spending time with friends. Frustrations & Challenges Controlling his impulsiveness, weight gain, and binge eating. Needs Stay on task Replenish honey Copyright 2018 Web Savvy Marketing, All Rights Reserved
  18. 18. Tigger Description Tigger is energetic and a creator of mishaps, while also being loving and highly social. Goals Bouncing, eating ice cream sundaes, teasing Rabbit, tracking Backson Frustrations & Challenges Phobia of heights Doesn’t like baths and honey Needs Impulse control, Backson tips and tricks, cure height phobia Copyright 2018 Web Savvy Marketing, All Rights Reserved
  19. 19. Piglet Description Shy and a bit cowardly, yet helpful and heroic. Struggles with anxiety. Goals To become brave, spend time with his friends, be helpful. Frustrations & Challenges Doesn’t like danger, the dark, being small, or Woozles. Needs Confidence Woozle defense Copyright 2018 Web Savvy Marketing, All Rights Reserved
  20. 20. Rabbit Description A bit compulsive and bossy. Also gets irritable quickly. Goals Staying organized, growing his garden, keeping his house clean. Frustrations & Challenges Tigger bouncing through his garden, messy friends, bugs. Needs Garden tips, keeping Tigger out of his garden, avoiding bugs. Copyright 2018 Web Savvy Marketing, All Rights Reserved
  21. 21. Personas Overview Copyright 2018 Web Savvy Marketing, All Rights Reserved Pooh Tigger Piglet Rabbit Goals Honey Sleeping Friends Bouncing Sundaes Teasing Rabbit Tracking Backson Become brave Friends Be helpful Organization Growing his garden Cleaning his house Challenges Limited honey Impulse control Binge eating Weight gain Phobia of heights Baths Locating Backson Anxiety Fear of the dark, Being small Tigger in garden Messy friends Bugs Needs Honey source Weight loss ADHD therapist Impulse control Backson tips Acrophobia therapist Confidence builder Woozle defense Anxiety therapist Garden tips Bug control OCD therapist
  22. 22. Possible Keywords by Personas Copyright 2018 Web Savvy Marketing, All Rights Reserved Pooh Tigger Piglet Rabbit Local honey Buy honey online Where to buy raw honey Honey products Bouncing Bounce games Bounce trampolines Where to get bouncy balls Become brave Low self esteem Home to build self confidence Boost confidence Home organization ideas Home organization products Home organization tips Eating disorders Binge eating help Compulsive eating Bulimia Nervosa Backson tips and tricks Catching Backson Where to find Backson How to catch a Backson Woozle defense How to hide from Woozles Woozle weapons Gardening tips Garden design plans Vegetable garden planner Garden defense owl ADD vs. ADHD ADHD therapist Does honey cause ADHD? Fear of heights symptoms Fear of heights cure Overcoming phobias Acrophobia therapist Anxiety symptoms Panic attacks Anxiety treatments Anxiety therapist Obsessive compulsive disorder OCD causes OCD symptoms OCD treatment OCD therapist
  23. 23. Let’s Find Even More Keyword Options with KW Finder
  24. 24. Don’t Forget the Customer Journey! Awareness – Pooh realizes he has an issue with excessive eating, but doesn’t yet know what it is or what it means to him. Consideration – Pooh starts to search for causes, symptoms, and possible treatment options for compulsive eating. Purchase/Decision – Pooh searches for possible therapists and schedules first appointment. Copyright 2018 Web Savvy Marketing, All Rights Reserved
  25. 25. Don’t Forget Search Intent! Navigational – Navigational searches are performed with the intent of surfing directly to a specific website. These are direct searches for a brand, company, website, or a person. Informational – This is the largest category and typically represents people looking for quick answers like recipes, sports scores, local weather, the cure to their current ailment or illness. Commercial – Investigational searches leading up to a purchase that help a buyer find information. Transactional – These searches are largely for purchases or completing a task such as signing up for a service. Copyright 2018 Web Savvy Marketing, All Rights Reserved
  26. 26. Bringing it all Together Copyright 2018 Web Savvy Marketing, All Rights Reserved Awareness Consideration Decision Pooh realizes he has an issue with excessive eating, but doesn’t yet know what it is or what it means. Pooh starts to search for causes, symptoms, and possible treatment options for compulsive eating. Pooh searches for possible support groups, therapists, or treatments in an effort to schedules his first appointment and seek help. Weight gain Bear weight gain Overweight bears Eating problems Uncontrollable eating Obsessive eating Food addiction Honey addiction Food addiction in Pooh bears Overeating symptoms Do I have an eating disorder? Eating disorder facts Eating disorder statistics Eating disorder resources Reasons for binge eating What causes binge eating? Stop compulsive eating Control obsessive eating How can I stop binge eating? Treating eating disorders Choosing a treatment center Binge eating support group Binge eating therapy Registered dietitians Eating disorder counseling Physicians who specialize in eating disorders Eating disorder therapist Psychologist for food addiction Eating disorder psychiatrists Food addiction specialists Therapy for overeating Eating disorder treatment centers
  27. 27. Hundred Acre Wood Psychology Office Dr. Christopher Robin Copyright 2018 Web Savvy Marketing, All Rights Reserved
  28. 28. Possible Sitemap for Hundred Acre Wood Psychology Office Copyright 2018 Web Savvy Marketing, All Rights Reserved Home Page About Disorders Treated ADHD Acrophobia Anxiety Causes Symptoms Treatments Compulsive Eating Depression OCD Treatment Options Art Therapy Cognitive Behavioral Therapy Equine Therapy Exposure Therapy Interpersonal Psychotherapy Patient FAQs Contact
  29. 29. Anyone have questions? Copyright 2018 Web Savvy Marketing, All Rights Reserved
  30. 30. Anyone have questions?RebeccaGill.com diySEOcourses.com Web-Savvy-Marketing.com

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