Using Personas to Boost Online Marketing and SEO

Using
Personas
to
Boost
Online

Marke2ng
and
SEO

Wednesday,
September
21,
2011

Speakers:

Vanessa
Fox,
Search
Engine
Land,

Erez
Barak,
Op2fy

©2011 Third Door Media, Inc.

Vanessa
Fox,

Search
Engine
Land

»  Vanessa
Fox
is
a
contribu4ng
editor
to
Search
Engine

Land
and
author
of
the
book
Marke&ng
in
the
Age
of

Google.

»  She
owns
Nine
By
Blue,
which
provides
educa4on,

consul4ng,
and
tools
for
building
search
best
prac4ces

into
organiza4ons
at
the
technical
and
strategic
level.


What
is
SEO?
What
is
UX?

§  Using
search
data
to
build
a
§  Figuring
out
who
your
users
or

comprehensive
and
eﬀec2ve
product
customers
are,
and
how
they
think

and
content
strategy

§  GeRng
clarity
on,
and
transla2ng,

§  Engaging
with
your
audience
before
your
business
into:

they
interact
with
your
brand
or
site
•  Goals
that
make
sense
for

—
at
the
search
box
your
team

•  A
design
and
development

§  Connec2ng
with
the
right
audience
process
that
works

and
deligh2ng
them
•  Products
and
services
that

will
appeal
to
your
users

§  Taking
advantage
of
the
right
data
to

measure,
adjust,
and
improve
§  Crea2ng
clear
calls
to
ac2on

§  Designing
things
that
make
sense

to
regular
people


Personas

“ P E R S O N A S
A R E
N O T

R E A L
P E O P L E …
T H E Y

A R E
H Y P O T H E T I C A L

A R C H E T Y P E S
O F

A C T U A L
U S E R S …

D E F I N E D
W I T H

S I G N I F I C A N T
R I G O R

A N D
P R E C I S I O N . ”

—
ALAN
COOPER’S
DEFINITION


P E R S O N A S
L O O K
L I K E
D E S C R I P T I O N S
O F

P E O P L E … B E C A U S E
T H A T ’ S
W H A T
T H E Y
A R E


SEO
and
UX
Overlap

Rank Page Content Conversion and
Search
And Display (Audience Need) Motivation

Competitive Feature Wireframes,
Goal Prioritized Ad Experience
Analysis & Brainstorms & Content Conversion
Clarification Hoc Personas Design
UX Strategy Prioritization Strategy, Etc.


CREATING
SEARCHER
PERSONAS


The
Process

3X3
s4cky
notes
2
easel-‐size
s4cky
extra-‐ﬁne
black
large
markers

1
yellow
pad
per
pads
sharpies

par4cipant

1
per
par4cipant

+
a
few
pads
in
other

colors


CLARIFY

BUSINESS
GOALS


What
is
the
project
goal?

What
does
success
look
like?

What
is
the
brand
objec2ve?

How
do
you
want
your
audience

to
perceive
you?

What
is
your
value
proposi2on?

What
can
you
oﬀer
the
user?

Why
should
the
user
care?


MAP
AUDIENCES
TO
CONVERSION

EVENTS
AND
MOTIVATIONS


What
are
the
conversion
events

and
engagement
events?

What
makes
you
money
and

what
brings
people
back?

Who
are
the
key
audiences?

What
events
map
to
what

audiences?

What
mo2vates
these

audiences?

Why
do
they
want
to
do
the

things
you
want
them
to
do?


DRAFT

PERSONAS


The
yellow
s2cky
exercise

•  One
user
per
s2cky
note

•  Include
the
person
+
the
goal
IT
manager

(or
ac2vity
or
ac2on
or
assigned
to

IT
guy
assigned
to

problem)
research
possible

install
the
new

outsourced

so`ware

solu4ons
and

recommend
one

Oﬃce
worker
Small
business

person
+
goal,
ac4vity,
ac4on,
or
who
just
wants
it
owner
who
can’t

problem
to
be
easy
to
ﬁnd
imagine
this

the
documents
being
worth
the

she
needs
investment


What
problems

does
your
target

audience
have?

What
tasks
are

they
trying
to

accomplish?


Categoriza2on
Exercise

Geo
+
Job
Type
Vanity Professions

Category

Category
Category
Category

Audience
Need
Audience
Need
Audience
Need
Audience
Need

Audience
Need
Audience
Need
Audience
Need

Audience
Need


Sample:
YogaSpot.com

Newbies Dabblers Experienced Practitioners

I want to
I need answers I want to I need work on
I want to start customize my
to specific practice yoga specific areas
doing yoga own yoga
questions on my schedule of my body
classes

New yoga Experienced
Busy mom who
Newbie looking student who practitioner Pregnant
wants to find
for local yoga doesn’t know who wants to woman wants
time for yoga
classes what ‘asana’ create her own yoga routines
but can’t
means class

Practitioner
Executive who Runner
Mom looking who needs a
travels a lot strained back
for yoga to do ‘quick’ routine
and wants ways and heard yoga
with kids to do before
to stretch would help
work


Use
the
pa_erns
to

create
persona
skeletons

Even
though
you
want
target
speciﬁc
needs
(you’ll
target
broader,
high
volume

search
terms),
it’s
helpful
to
think
about
what
your
audience
is
really
thinking
to

help
understand
their
mo4va4on,
engage
with
them,
and
get
them
to
convert.

Persona
1
Persona
2
Persona
3

•  Needs
•  Needs
•  Needs

See SITE Goals - Persona Session.docx for details.

Sample:
YogaSpot.com

Becky
Busy
Pete
Purposeful
Olivia
Ohm

•  I
need
a
way
to
do
yoga
•  I
need
to
address
an
•  I
want
to
customize
my

that
ﬁts
into
my
injury
own
classes

schedule
•  I
want
to
try
yoga
•  I
want
to
bring
yoga

•  I
want
to
do
yoga
away
before
I
‘buy
in’
everywhere
with
me

from
the
studio
completely

•  I
want
to
learn
about

•  I
want
alterna4ves
to
•  I
need
to
learn
more
teaching
yoga

hour-‐long
prac4ces
•  I
want
to
know
that
this
•  I
want
to
connect
with

•  I
want
a
way
to
will
work
other
people
who
love

augment
the
yoga
I
do
yoga

now


Validate
and
Expand
With
Keyword
Research

Compe22ve
research

•  What
topics
is
the
compe22on
targe2ng?

•  What
queries
does
the
compe22on
buy
AdWords
for?

•  What
does
the
compe22on
blog
about/send
email
about?

Social
media

•  What
are
people
talking
about
related
to
your
topic
area
on
Twi_er,
Facebook,
ver2cal
discussion
forums,

Q&A
sites

Insights
and
trends

•  What
are
spiking/high
volume
queries
according
to
Google
Insights?

•  What
informa2on
is
contained
in
industry
reports/market
research

Keyword
research

•  What
are
people
searching
for
and
how
are
they
searching?

http://www.ninebyblue.com/marketing-in-the-age-of-google/
keyword-research-tools-marketing-in-the-age-of-google/

CATEGORIZE

KEYWORD
CLUSTERS


CREATE
PERSONAS


Developing
Search
Strategy

1.  Determine
which
personas
are
most

important
to
the
business

2.  Map
query
clusters
to
personas

3.  Determine
priority
of
each
cluster
for

the
important
personas

24

Meet
Becky.
Becky
Busy
is
a
33-‐year-‐old
mother
of
two

BECKY BUSY kids
in
elementary
school.
She
works
in
sales
for
a

WEIGHTED SCORE: pharmaceu2cal
company
(she
took
2me
off
when
the
kids
were

PRIORITY:
very
small,
but
now
she’s
back
to
work).
Like
everyone
she

knows,
she
juggles
about
a
zillion
ac2vi2es,
deadlines,

schedules,
goals,
responsibili2es...she’s
the
classic
modern

mom.

Before
she
had
kids,
Becky
put
a
lot
of
effort
into
her
own

health
and
well-‐being,
but
it’s
a
lot
harder
now
that
she
has

kids.
She
wants
to
take
care
of
herself
and
‘model’
a
healthy

lifestyle
for
the
kids,
but
she
also
wants
to
take
2me
for
herself

just
because
it
feels
good
and
makes
her
happy.
She
has
a
lot
of

stress
at
work
and
exercise
helps
her
manage.

Becky
took
several
yoga
classes
at
her
old
gym,
and
she

“I’d love to do yoga again, but I
really
liked
it.
It
really
was
a
workout
too!
She
thinks
that
yoga

can’t imagine how I’ll fit it in!
would
be
a
really
perfect
way
to
get
back
into
exercising
again,

but
she
simply
can’t
imagine
commiRng
to
a
class
at
a
studio.

She
knows
that
the
only
way
she’ll
really
do
yoga
is
if
she
can
fit

it
in
whenever
she
finds
some
2me.


Becky
Busy

“I’d love to do yoga again, but I
can’t imagine how I’ll fit it in!

Task Becky Sample search What we can provide to “Oh, by the way...” What we want Why she’ll do it Success metrics
wants to queries help her accomplish her (what we can offer them to do
accomplish task that she might not (related to biz
think to ask for) goal)

“About doing yoga at Save and track progress.
•  It’s free •  # videos watched
home” Professional advice on
I want to do yoga dvd Watch a video •  Easy to try •  # pages viewed
“Like a library of DVDs, best videos for you.
yoga at yoga video •  Monitor progress •  Creating a free
always at your disposal” Beyond beginner,
home / not in yoga books BECOME A •  Customizing account
“Always fresh books in intermediate, advanced.
a studio … MEMBER materials that are •  Saving/favorite
your library…grow with It doesn’t have to take
relevant to you •  SUBSCRIBING
you…” an hour.
•  Free
One stop shop for yoga
•  Lots of content
yoga online videos. Not all teachers
•  Air of authority
I want online yoga classes online videos are created equal. Save
Same as above •  Monitoring Same as above
yoga videos yoga online workouts “workouts” and track progress.
progress
… Customizability/
•  Centralized
personalized advice.
resource
yoga poses We can also give you •  Return visits
Specific videos / articles Attract visitors,
yoga postures full workouts with each •  Easy, accurate, •  Sharing
I’m looking related to single poses even people
yoga asanas pose. We can give you comprehensive •  Watching second
for a specific Browsable library of poses looking for
beginner to advanced •  Access to a full video (after
yoga pose Multiple definitions at simple
(individual poses in training. You can track browsable library searched-for
different levels of detail definitions
spreadsheet) your mastery of poses. video)
what is difference •  It’s free to come
•  Return visits
between pilates and Try it now! Videos back
I have a •  Reading more
yoga? Comprehensive blog / related to questions. Be in top three •  Comprehensive
specific than one article
can yoga help with knowledge base This is the place to get visited yoga and credible
question •  sharing
fibromyalgia? Discussion / ask the expert all your yoga questions sites on the web information
about yoga •  Subscribe to RSS
can you do yoga answered. •  There’s a live
•  Watch a video
when pregnant? person to ask

Priori2zing
Query
Categories

§  How
well
does
the
cluster
relate
to
the
overall
business
goal/
message?

§  Based
on
intent,
how
likely
is
searcher
to
convert?

§  How
compe22ve
is
the
query
cluster?
(What
sites
rank
now)

§  How
diﬃcult
would
it
be
to
add
features/func2onality
to
the
site

to
address
this
searcher
need?

§  Is
this
cluster
best
served
by
an
overall
site
message,
landing

page/category,
set
of
blog
posts,
about
page,
or
other

component?


MAPPING
PERSONAS
&
QUERY

CLUSTERS

TO
SITE
CONTENT


Mapping
Query
Clusters
to
Pages

1.  Use
“what
we
can
provide”
sec4on
to

determine
what
content
is
needed

2.  For
exis4ng
sites,
work
backwards
from
page

to
ﬁnd
which
“what
we
provide”
it
matches

3.  For
this,
you
can
determine:

§  gaps
(new
pages
needed)

§  adjustments
(edits
to
exis4ng
pages
needed)

§  consolida4on
(when
mul4ple
pages
ﬁll
the
same
need)


“I’m excited about developing
Norm
Novice
applications, but where do I
start?”

Task
Norm
wants
to
Target
Pages

accomplish

hip://www.microso`.com/web/webmatrix/

I
want
to
build
my
ﬁrst
hip://www.microso`.com/web/webmatrix/features.aspx

website
hip://www.microso`.com/web/gallery/install.aspx?appid=webmatrix

hip://www.microso`.com/web/post/web-‐development-‐101-‐using-‐webmatrix

hip://www.microso`.com/web/planorm/framework.aspx

I’d
like
to
learn
to

hip://www.microso`.com/web/downloads/planorm.aspx

program
in
ASP.NET

hip://www.microso`.com/web/hos4ng/home

I’m
looking
for
a
hos2ng
hip://www.microso`.com/web/hos4ng/Hos4ngProvider/Details/465

provider
hip://www.microso`.com/web/hos4ng/Hos4ngProvider/Details/276

(and
other
speciﬁc
hos4ng
provider
pages)


What
Terminal
Does
Alaska
Fly
Into
LAX?

Audience Conversion Event Motivator
Non-Member Provide Correct Information and Visitor Goal
Make Passenger Happy
Member Provide Correct Information Be alerted if there’s a gate change
Sign up for Alerts or delay

Rank Page Content Conversion and
Search
And Display (Audience Need) Motivation


Sign up for an alert on your
phone if the gate changes
or the flight is delayed!


Things
To
Remember
When

Designing
Each
Page

What
is
the
goal
of
this
page?

For
the
searcher?
For
your
organiza=on?

Does
the
page
func2on
as
the
entry
of
the
site?

Is
the
organiza=on
and
site
purpose
obvious
at
a
glance?

Does
the
page
clearly
help
searcher
accomplish
task?

Searchers
have
lots
of
other
search
results!

Does
the
page
compel
conversion?

What’s
the
call
to
ac=on?

33

Set
Metrics

§  Segment
search
analy4cs
by
cluster
so
you
can
monitor

engagement
and
conversion
metrics
for
each
separately.

§  Use
market
opportunity
calcula4ons
for
very
rough
calcula4ons

of
the
traﬃc
you
should
expect
based
on
keyword
volumes.

§  Monitor
this
over
4me
(if
you
are
gesng
the
rankings
you

expect,
are
you
gesng
the
subsequent
traﬃc).

34

Tamara
Adlin
|
@tamaraadlin
Vanessa
Fox

|
@vanessafox

adlininc.com
vanessafox.com
|
ninebyblue.com


Erez
Barak,
Op2fy

»  Erez
Barak
is
Vice
President
of
Products
and
Co-‐
Founder
at
Op4fy;

»  Frequent
speaker
at
industry
events.

»  Prior
to
Op4fy,
Erez
was
a
director
of
product

marke4ng
in
HP s
So`ware
business
unit.

»  He
was
recently
named
among
the
Top
25

Innovators
in
2010
by
Seaile
Business
Magazine.


Five
Steps
to
Using
Search
Personas

»  Know
Your
Audience

»  Understand
Audience
Pain

Points

»  Provide
Real
Solu2ons

»  Be
Compelling

»  Know
Your
Data


Step
1:
Know
Your
Audience

»  Iden2fy
target
audience
most
likely
to
turn
into
customers

»  Ask
yourself:
Who's
my
perfect
buyer?


Step
1:
Know
Your
Audience

Example:
Segmenta4on
by
Nielsen

Source: http://www.claritas.com/MyBestSegments/Default.jsp?ID=20


Step
1:
Know
Your
Audience

Example:
Segmenta4on
by
Nielsen


Step
2:
Understand
Audience
Pain
Points

»  Understand
Your
Audience's
Pain
Point(s)
&
Learn
How
They

Search
to
Solve
Them

»  Ask:
How
would
your
target
customer
ar2culate
their
need

for
this
in
terms
of
keywords?
How
do
they
search?


Step
2:
Understand
Audience
Pain
Points

Example:
Twiier
Trends

Source: http://tweetstats.com/trends


Step
2:
Understand
Audience
Pain
Points

Example:
Ask.com

Source: http://www.ask.com


Step
3:
Provide
Real
Solu2ons

»  Create
great
content
that’s
well
op2mized
for
search

engines,
but
.
.
.

»  .
.
.
also
meets
the
needs
of
your
target
customer

»  Map
“pain”
keywords
to
“solu2on”
pages


Step
3:
Provide
Real
Solu2ons

Example:
Mapping
of
“solu4on”
pages
to
“pain”
keywords


Step
3:
Provide
Real
Solu2ons

Example:
Mapping
of
“pain”
keywords
to
ranking
pages


Step
4:
Be
Compelling

»  Oﬀer
a
call
to
ac2on
that
compels
the
searcher
to
dive

deeper
into
your
conversion
funnel


Step
4:
Be
Compelling

Example:
Landing
Page
Tes4ng

Source: http://www.attentionwizard.com/Case-Studies/credo-mobile.html


Step
5:
Know
Your
Data

»  Regularly
tracking
performance
metrics
that
help
demonstrate

the
eﬃcacy
of
these
campaigns


What
do
I
need
to
track
in
Real
Time
?

»  SEO
Indicators

»  Keyword
Ranks

»  Rank
Trends
over
4me

»  Ranking
in
mul4ple

engines


What
do
I
need
to
track
in
Real
Time?

»  Business
Indicators

»  Pageviews

»  Visitors

»  Conversion

»  Revenue


Key
Takeaways

»  Use
Search
Personas
to
align
SEO
strategy
with
business

goals

»  Framework
makes
for
easy,
repeatable
process

»  Measurement
in
real
2me
is
key
to
success

»  Rank
isn’t
enough!
Measure
real
business
impact


More
Resources

•  Full
Recording

h_p://www.op2fy.net/webinars/search-‐personas-‐to-‐boost-‐search-‐marke2ng/

•  Other
Op2fy
Webinars

h_p://www.op2fy.net/category/webinars/

•  Online
Marke2ng
Resources

h_p://www.op2fy.net/internet-‐marke2ng/op2fy-‐resources/

•  Op2fy
Lead
Genera2on
Blog

h_p://www.op2fy.net/blog/

•  Op2fy
14-‐day
Free
Trial

h_p://www.op2fy.net/sign-‐up


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