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10 COMMANDMENTS
Developing Personas when
Redesigning for SEO
aka

Customer-Driven Website Redesign
Dana Lookadoo
SEO Consu...
Word-of-Mouth SEO — Optimize your online conversation

SEO Audits & Consulting
Website Re/design
Strategy
Content Developm...
Everybody wants to be loved…

Everybody, everybody wants to love
Everybody, everybody wants be to
loved
Oh oh oh
Oh oh oh
...
http://slidesha.re/16ZsI95
@lookadoo

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

. @YoYoSEO
Writing, developing, designing,
marketing – all disciplines must
CARE about the user experience.
It’s all about loving you...
Audience Personas Fuel …

Search Engine Optimization
Social Media Conversations
Content Marketing
Conversions
@lookadoo

....
They’re your foundation!
“Buyer personas are the
most critical foundation
for every aspect of
marketing.”
David Meerman Sc...
Personas – 10 COMMANDMENTS
1.
2.
3.
4.
5.
6.

Get corporate buy-in.
Gather audience feedback.
Really know your audience!
R...
1 Get corporate buy-in.

A

Most companies hire people who DO NOT
come from the buyer’s world.

B

Interests and goals are...
1 Help them understand…
“A buyer persona is an example of the
real person who buys, or might buy,
products like the ones y...
Do you know who they REALLY are?

Company-wide agreement on your
website’s primary & secondary
audiences.
Image credit: ht...
1 Key Stakeholder Surveys
 Who are the audiences with whom you believe our website should
communicate? Be specific. List ...
1 Key Stakeholder Surveys
 How are they talking about [YOUR COMPANY] offerings? <List examples>
 What do they say when c...
1 Key Stakeholder Surveys
 What are your expectations for the site redesign?
 Examples: Make the site more intuitive/eas...
1 Educate the entire team…
Your
audience
is the
center of
your site
re/design.

Personas

Image credit: http://www.abcteac...
2 Gather audience feedback.
2 Current Site Feedback

Clicktools graphs
out responses.

2
2 Give’em what they want!
Customer Surveys

2
@lookadoo

. @YoYoSEO
2 Customer Surveys
 Rate the overall look and layout of the current site.
(Use rating checkboxes: “Excellent, Good, Avera...
2 Customer Surveys
 What is your preferred media, types of content?
(You may choose multiple answers.)
 Text with pictur...
2 Customer Surveys
 How do you find information about or engage with [YOUR COMPANY]?
(You may choose multiple answers.)
...
2 Survey Tools
Clicktools: Integrates with
Salesforce – high-end, paid
Survey Monkey: On-site or email
surveys, free
Insta...
3 Really know your audience.

2 personas with usability tests, surveys and keyword analysis.
Identify 3-5
3 Give them an identity!
Background
Demographics
Psychographics
Motivations/Needs
Activities
New/Returning Site Visitor

@...
3 Content Consumption Habits
Competitive

Scans header,
highlights, bullet
point.

Humanistic

Looks for content that
rela...
3 Workshops: Persona Exercises
Audience Identity
& Task Analysis
Group Brainstorm

Supplies
Whiteboard
Worksheet
Photos
Gl...
3 Simple Persona Worksheet
Sample Worksheet
Tasks & Keywords

2
@lookadoo

. @YoYoSEO
Wants. Needs. Obstacles. …
3
by audience type
People
who use &
buy from
your
website

People
looking for
information
via s...
3 Result

2

Persona “Buckets”

Brannan Atkinson
Chief Marketing Officer,
Raven Internet Marketing Tools
Remember your customer’s
4
psychographic makeup.

WHAT THEY DO
WHAT THEY LIKE
WHAT MOTIVATES THEM

2
@lookadoo

. @YoYoSEO
4 Psychographics
Psychographics Deconstructed: What We Look Like to Facebook
Marketers

Cultural
Interests
Health
Professi...
4

October 18, 2013

@lookadoo

. @YoYoSEO
4 Audience Behavior Research

Image credit: Marty Weintraub
4 Audience Behavior Research

https://sproutsocial.com/
4 Online Habits & Usage

http://bit.ly/1c5XtNs
@lookadoo

. @YoYoSEO
4 Online Habits & Usage
As of May 2013:
•91% of American adults have a
cell phone
•56% of American adults have a
smartphon...
4 Who Is Online & Where
93% of teens (12-17) are
online.
More are using Twitter
Internet
Email
Facebook
Mobile Phone

More...
5 Do NOT design without data.
Reports

Visitors Overview
(new & returning)

Browsers and OS
(desktop, tablet, mobile)

Map...
5 Most Valuable Pages
People who converted looked at these pages.

2

Pageviews . Unique Pageviews . Avg. Time on Page . E...
Organic Landing Pages &
5
Search Queries
Analyze Organic Search Engine Marketing with Google Analytics & Webmaster Tools D...
5 In-Person UX Studies

2
@lookadoo

. @YoYoSEO
5 Usability Testing Methodology
Define 3 website personas to
identify your audience.
Get “real life” usability testers
who...
Base content on keyword
6
research, audience behavior
and context.

2

Classifiers help you understand what
audience is lo...
6 People’s Desires & Problems
Keyword research is
one of the most
valuable forms of
research you can do!
It's an expressio...
Steve Plunkett
4 C's SEO Keynote at SearchExchange
@steveplunkett

http://slidesha.re/16kLObd
6 Go Beyond Google AdWords
6 Google Autocomplete
6 Keywords - Social Sentiment

@lookadoo

. @YoYoSEO
Hummingbird != Keywords
6
It’s about the audience query!
It impacts on everything
on
Google do in response
to any sort of ...
6 Keywords Evaluation / Mapping

Mozinar: Stress-free Website Redesign for Search & Social
http://bit.ly/19seLx5
Do NOT make graven images
7
out of your company
messaging.

2
@lookadoo

. @YoYoSEO
7

No More Self Portraits!

It’s not about you!

Image credit: http://www.inqmind.co/2013/08/ad-campaigns-by-hugh-kretschm...
7 Welcome… We… REALLY???
<title>Welcome to our newly redesigned website! | Open Learning Initiative</title>
7
’s M
It E
D
AN
P

C!
I
Image credit: unknown
7 UVP & Audience Benefits
Unique Value Proposition
What product or service are
you selling?

Boosters
Free shipping
or
Fas...
Good Slogan + Audience
7
Benefits + Relevant Imagery
Do NOT design without goals
8
and conversion points.

http://raventools.com/

Clearly
answers For
Whom?
& What?

Conversio...
Outline redesign goals and
8
steps to conversion.
8 Audience Task Analysis
Tasks

Goals

Objections

Person

Task / What are they doing?

Objections / What stops them?

Con...
8 Conversion Workflows (1 of 2)
Persona

Search Queries

Company Lingo

Rank?

Identify 1 persona / task per row.

@lookad...
8 Conversion Workflows (2 of 2)
Snippet

SERPs

Page Relevance

Conversion

@lookadoo

. @YoYoSEO
Do NOT publish without
9
social proof.
Social proof increases confidence
in your product and/or service builds brand signa...
9 Social Proof: Branding Psych
http://www.blogsouthwest.com/

Psychology:
People tend to
believe the actions
and decisions...
9 Social Proof: Across the Web
The Ridiculously Exhaustive Social Media Dimensions Blueprint
http://bit.ly/SocialBlueprint...
Honor your audience’s
10
needs above your desires.

2

“As proud as you may be of
your company and your
product or service...
10 REI: Audience is #1!
Leveraging Agile Marketing for SEO

“First of all come
customers.

Jonathon Colman
@jcolman

They'...
10
“To truly
communicate
with your
visitors,
you must
put yourself
in their
shoes.”
Content Marketing Personas
Bryan Eisen...
Show your audience a little …

@lookadoo

. @YoYoSEO
WINNER OF THE LOVE AWARD!
Website Personas for SEO
Surveys
•Key

Stakeholders

•Customers

Your Benefit
•How

your product or
service provides benef...
Dana Lookadoo
SEO Consultant, Trainer

Yo! Yo! SEO
dana@yoyoseo.com
YoYoSEO.com

. @lookadoo

. @YoYoSEO

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

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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.

Publicada em: Marketing, Tecnologia, Negócios

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
  72. 72. WINNER OF THE LOVE AWARD!
  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

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