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.

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. 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. 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. http://slidesha.re/16ZsI95
@lookadoo
. @YoYoSEO

5. http://slidesha.re/16ZsI95
@lookadoo
. @YoYoSEO

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. Audience Personas Fuel …
Search Engine Optimization
Social Media Conversations
Content Marketing
Conversions
@lookadoo
. @YoYoSEO

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. 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 Do NOT publish without social proof.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. 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. 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. 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. 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. 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. 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. 1 Educate the entire team…
Your
audience
is the
center of
your site
re/design.
Personas
Image credit: http://www.abcteach.com/

17. 2 Gather audience feedback.

18. 2 Current Site Feedback
Clicktools graphs
out responses.
2

19. 2 Give’em what they want!
Customer Surveys
2
@lookadoo
. @YoYoSEO

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. 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. 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. 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. 3 Really know your audience.
2 personas with usability tests, surveys and keyword analysis.
Identify 3-5

25. 3 Give them an identity!
Background
Demographics
Psychographics
Motivations/Needs
Activities
New/Returning Site Visitor
@lookadoo
. @YoYoSEO

27. 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

28. 3 Workshops: Persona Exercises
Audience Identity
& Task Analysis
Group Brainstorm
Supplies
Whiteboard
Worksheet
Photos
Glue Stick
Pens / Pencils
Sticky Notes
Thinking Caps
@lookadoo
. @YoYoSEO

29. 3 Simple Persona Worksheet

30. Sample Worksheet
Tasks & Keywords
2
@lookadoo
. @YoYoSEO

31. Wants. Needs. Obstacles. …
3
by audience type
People
who use &
buy from
your
website
People
looking for
information
via search
2
@lookadoo
. @YoYoSEO

32. 3 Result
2
Persona “Buckets”
Brannan Atkinson
Chief Marketing Officer,
Raven Internet Marketing Tools

33. Remember your customer’s
4
psychographic makeup.
WHAT THEY DO
WHAT THEY LIKE
WHAT MOTIVATES THEM
2
@lookadoo
. @YoYoSEO

34. 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

35. 4
October 18, 2013
@lookadoo
. @YoYoSEO

36. 4 Audience Behavior Research
Image credit: Marty Weintraub

37. 4 Audience Behavior Research
https://sproutsocial.com/

38. 4 Online Habits & Usage
http://bit.ly/1c5XtNs
@lookadoo
. @YoYoSEO

39. 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

40. 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

41. 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%

42. 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

43. Organic Landing Pages &
5
Search Queries
Analyze Organic Search Engine Marketing with Google Analytics & Webmaster Tools Data
2
http://bit.ly/1ayfYn4
@lookadoo
. @YoYoSEO

44. 5 In-Person UX Studies
2
@lookadoo
. @YoYoSEO

45. 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

46. 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

47. 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

48. Steve Plunkett
4 C's SEO Keynote at SearchExchange
@steveplunkett
http://slidesha.re/16kLObd

49. 6 Go Beyond Google AdWords

50. 6 Google Autocomplete

51. 6 Keywords - Social Sentiment
@lookadoo
. @YoYoSEO

52. 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

53. 6 Keywords Evaluation / Mapping
Mozinar: Stress-free Website Redesign for Search & Social
http://bit.ly/19seLx5

54. Do NOT make graven images
7
out of your company
messaging.
2
@lookadoo
. @YoYoSEO

55. 7
No More Self Portraits!
It’s not about you!
Image credit: http://www.inqmind.co/2013/08/ad-campaigns-by-hugh-kretschmer/

56. 7 Welcome… We… REALLY???
<title>Welcome to our newly redesigned website! | Open Learning Initiative</title>

57. 7
’s M
It E
D
AN
P
C!
I

58. Image credit: unknown

59. 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

60. Good Slogan + Audience
7
Benefits + Relevant Imagery

61. Do NOT design without goals
8
and conversion points.
http://raventools.com/
Clearly
answers For
Whom?
& What?
Conversion
Points
Free Trial

62. Outline redesign goals and
8
steps to conversion.

63. 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

64. 8 Conversion Workflows (1 of 2)
Persona
Search Queries
Company Lingo
Rank?
Identify 1 persona / task per row.
@lookadoo
. @YoYoSEO

65. 8 Conversion Workflows (2 of 2)
Snippet
SERPs
Page Relevance
Conversion
@lookadoo
. @YoYoSEO

66. 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

67. 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.

68. 9 Social Proof: Across the Web
The Ridiculously Exhaustive Social Media Dimensions Blueprint
http://bit.ly/SocialBlueprint
@lookadoo
. @YoYoSEO

69. 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

70. 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

71. 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/

72. Show your audience a little …
@lookadoo
. @YoYoSEO

73. WINNER OF THE LOVE AWARD!

74. 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

75. 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