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LEVERAGING APPS ON
FACEBOOK TO GET MORE
Or Using Facebook Data to Mine the
Web and Improve UX & Conversions

MICHAEL KING
DIRECTOR OF INBOUND MARKETING
  @ipullrank
DOWNLOAD THIS DECK:
http://slidesha.re/fb-mining




                               @ipullrank
YOU MIGHT HAVE READ ABOUT TARGET…




                                                                                            You probably read
                                                                                             this one due to
                                                                                              the better title




   Target collects data on customers to determine when to market in order to capture mothers as customers for long
   periods of time. Forbes Article: http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-
   teen-girl-was-pregnant-before-her-father-did/ Times Article:
   http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?_r=2&pagewanted=1&hp
 @ipullrank
THE HOLY GRAIL OF DIGITAL MARKETING




INTENT              INTERESTS                         DEMOGRAPHICS                                  NETWORK




    Target collects data on customers to determine when to market in order to capture mothers as customers for long
    periods of time. Forbes Article: http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-
    teen-girl-was-pregnant-before-her-father-did/ Times Article:
    http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?_r=2&pagewanted=1&hp
  @ipullrank
DIFFERENCE BETWEEN FACEBOOK & GOOGLE




INTENT            INTERESTS                       DEMOGRAPHICS                                  NETWORK




               Suddenly Google+ and combining of Google’s privacy policies makes sense don’t they?




  @ipullrank
BING & FACEBOOK WHAT ARE YOU DOING?




INTENT              INTERESTS                        DEMOGRAPHICS                                  NETWORK




    Bing and Facebook have had an alliance for some time. Why haven’t they combined their data to offer
    hypertargeting?


  @ipullrank
THEY DON’T, BUT I’LL SHOW YOU HOW!




                  Social
                                                              Search
                  Media


      Bringing Search and Social Media data together we can achieve the holy grail of marketing for own brands




 @ipullrank
THE NEW SEO PROCESS



                                           Opportunity
                                            Discovery           Opportunity Discovery
                      Optimization
                                                                 Business Goals
                                                                 Market Research
                                                                 Audience Research
                                                                 Keyword Research
                                                 Content Strategy
              Measurement
                                                  / Development




                     Social Strategy /    Technical
                     Implementation      Development




 @ipullrank
SEARCH IS TOO IMPERSONAL




Informational Navigational                                                        Transactional
Ways to ____ Company Name                                                         Buy _____
How to _____ Organization                                                         Download ____
              name
What is _____ Domain name                                                         Get _____



     Search is about needs and the standard keyword classifier are not enough to understand a searcher’s intent.




 @ipullrank
THEY DON’T, BUT I’LL SHOW YOU HOW!




Music Moms                         Happy                          Raging Rock stars Involved Instructors
Typically uninformed gift givers                                  Typically professional musicians at    Typically professional musicians and
looking for information on the     Hobbyists                      various stages of their careers that   thought leaders/content creators who
right guitar for their happy       Typically students or          tend to spend more time creating       talk about new techniques and have
hobbyist or raging rockstar.       amateur musicians              content with their guitars only        strong opinions about instruments and
These people enter the             looking for the latest tips    consuming content as new guitar        brands. These tend to be quite active in
conversation when they are         and tricks for playing their   technology is released. These are      the acoustic guitar conversation.
looking to make a purchase.        guitar. These tend to be       the influencers of the happy
                                   the most active content        hobbyist group.
                                   creators in the acoustic
                                   guitar conversation.



        Search is about needs and the standard keyword classifier are not enough to understand a searcher’s intent.




  @ipullrank
WHAT ARE NEED STATES?




                                                                                                 This person probably
                                                                                                 needs information on
                                           Searches for                                          the best acoustic guitar
                                           [best acoustic guitar]                                in order to make a
                                                                                                 purchasing decision.
                                                                                                 Need State is
                                                                                                 “Learning to Buy” or
Music Moms                                                                                       “Consider” in the
Typically uninformed gift givers
looking for information on the                                                                   Consumer Decision
right guitar for their happy
hobbyist or raging rockstar.                                                                     Journey
These people enter the
conversation when they are
looking to make a purchase.




     Need States are the user’s motivations behind their search which help eliminate keyword ambiguity and improves
     targeted copy The Consumer Decision Journey: http://www.revenews.com/online-marketing/consumers-go-on-a-journey-escaping-
     the-funnel/
  @ipullrank
HOW DO WE DEVELOP THEM?




Social Data                                       Educated                          Personas &
Business Goals                                    Guessing                          Need States
Market Research


   Personas and need states are the art of educated guessing based on data. These
   are often defined by Strategy and UX teams

 @ipullrank
HOW DO WE KNOW WE’RE RIGHT?




              Now more than ever there is enough data to verify your personas through measurement.




 @ipullrank
FINDING OUT
WHO YOUR
CUSTOMERS ARE
BUSINESS GOALS?




                    Sell More 3D TVs

                   More Shares in Social Media

                   Occupy the Conversation



              Use the client’s business goals to drive audience understanding.



 @ipullrank
FACEBOOK INSIGHTS

                                                                                       Non-U.S
                                                                                        12%
                 Female
                 36%
Gender                                                         Country
                                 Male
                                 64%                                                             U.S
                                                                                                 88%




                       Female
Age distribution
                         Male




      Does the site have an existing Facebook page? FB Insights has demographic data



    @ipullrank
PERSONA DEVELOPMENT




   Who does ComScore, AdPlanner, etc say is the audience for this vertical? If it’s a new site check out a
   competitor’s site in Ad Planner

 @ipullrank
USE FACEBOOK AD CREATOR




   Use the FB tool to see how many people fall into an audience by interest and
   demo. This tool is the Adwords Keyword Tool of Personas http://www.facebook.com/ads/create/


 @ipullrank
PRELIMINARY SOCIAL LISTENING




              Use a few broad keywords to see who is talking in Social Media.



 @ipullrank
SOCIAL LISTENING




 Social Mention



                                          Topsy


                                                                                              Amplicate

   Start your social listening in Topsy, Social Mention, and/or Amplicate. Paid enterprise tools such as Radian6,
   ScoutLabs, also available.

 @ipullrank
DISCUSSION LISTENING




   See what people are talking about on blog and discussion forums and understand what they are really into.



 @ipullrank
PRELIMINARY KEYWORD RESEARCH



                                                                         Apparently this
                                                                        audience wants to
                                                                         know about the
                                                                        best 3d tv without
                                                                             glasses




              Use a few broad keywords to discover related popular topics.



 @ipullrank
USE QUORA




                                                                           ProTip: Keep
                                                                                track of
                                                                           influencers for
                                                                             link building


              Identify questions and people in the vertical that are important to the business goals



 @ipullrank
USE QUORA FOR KEYWORD RESEARCH




                                                                                        ProTip: Use Scraper
                                                                                         for Chrome w/ the
                                                                                        Adwords API plugin




    Put Quora questions into the keyword tool to identify the associated keywords opps
        Scraper for Chrome: http://chrome.google.com/webstore/detail/mbigbapnjcgaffohmbkdlecaccepngjd
 @ipullrank
         Google Adwords API Plugin for Excel: https://seogadget.co.uk/update-adwords-api/ (@seogadget)
USE QUORA FOR KEYWORD RESEARCH




     Insights from one fuel research in the other; Iterate to a great list of final keywords


 @ipullrank
DEFINE YOUR AUDIENCE




    Curious George               Gamer                      Film Purist                   Tech Geek




•    18-32                   •   18-32                  •   22-40                     •   22-40
•    Male                    •   Male                   •   Male                      •   Male
•    Loves indie rock        •   Loves all music        •   Loves film soundtracks    •   Loves Techno
•    Wishes he had a beard   •   Wishes he could move   •   Wishes he could live in   •   Wishes you would stop
                                 out his mom’s              the movie Avatar              invading his online
                                 basement                                                 privacy




          Break your audience into four core groups based on all the data you’ve collected


     @ipullrank
DEFINE YOUR NEED STATES




    3D Gamers      Tech Geeks     3D Film Lovers
                                                                      3D Curiosities
                                                         There are more people in this group than the
                3D Advocates                             3D Advocate group. They are intrigued by 3D
  These people are participating in very detailed
                                                          and how it could fit into their home life, but
 conversation about 3D through the lens of their
                                                         they haven’t made the decision to purchase.
passion. They get satisfaction from demonstrating
                                                            They can relate to the advocate group
their knowledge about 3D and their opinion about
                                                             through their shared passion points.
                its use in media.


     Content Creation                                           Content Consumption

Aware Creating        Aware       Aware        Aware       Unaware          Unaware       Unaware
   Content           Looking      Owner     Ready to Buy Ready to Buy      Interested      Unsure
                 for 3D Content
    Based on your research identify the phases of need in the search process or just use
                                  the consumer decision journey.
  @ipullrank
DEFINE YOUR NEED STATES

Curious George is a hipster
between 18 and 32. He’s a college
educated graphic designer with a lot of
time on his hands. He doesn’t like to be
                                                  800
the last to find out about things but he          700
doesn’t know if this 3D thing is going to         600
stick around long. Curious George liked           500
Avatar but he isn’t crazy about it like some      400
people. Really he’s looking to find out if a      300
3D TV is going to become cool and if so           200
he wants to be down before it becomes             100

cool.                                               0
                                                            Positive        Negative




    Based on your research identify the phases of need in the search process or just use
                                the consumer decision journey.
  @ipullrank
GOOGLEBOT: THE 5TH PERSONA



                                     Googlebot




                                 • 17
                                 • Eunuch
                                 • Needs explicit explanations
                                 • Is somewhat visually-
                                   impaired
                                 • Loves Google+
                                 • Wants to know the newest
                                   info on 3D TV




       We know Googlebot’s attributes so think of it as an influencer in your audience.

     Read: “Just How Smart Are Search Robots” http://www.seomoz.org/blog/just-how-
 @ipullrank
                                     smart-are-search-robots
DO FINAL KEYWORD RESEARCH

                                     Local
                                    Monthly                      Target
                  Keyword           Searches       Page         Persona     Need State
                                                                 Curious      Unaware
                  3d glasses         18100        Glasses        George      Interested

              2d to 3d conversion     1000      Conversion      Tech Geek   Aware Owner
                                                                 Curious      Unaware
                 3d tv glasses        1000        Glasses        George      Interested
                                                                 Curious
                glasses free 3d       1000        Glasses        George     Aware Owner
                                                                 Curious
                real 3d glasses       1000        Glasses        George     Aware Owner

                   3d ready           720        3D-Ready          All          All

                  3d ready tv         590        3D-Ready          All          All

               3d active glasses      390      Active/Passive   Tech Geek   Aware Owner

               active 3d glasses      390      Active/Passive   Tech Geek   Aware Owner



       Based everything you know about your audience find and categorize keywords


 @ipullrank
INCOMING
ACTIONABLE
MATERIAL
MEASURE TO VALIDATE PERSONAS



                                                                           Curious George




                                                                       •    18-32
                                                                       •    Male
                                                                       •    Loves indie rock
                                                                       •    Wishes he had a beard




    Validate your hypotheses via data collected in conversions and visits. You can also
    test effectiveness using demographic targeting with Facebook Ads and Paid Search
 @ipullrank
USE KEYWORD-LEVEL DEMOGRAPHICS




                               Search                       Keyword-Level
FB:Admin                                                    Demographics
                               Referrers


                Post: http://www.seomoz.org/blog/keyword-level-demographics
              Code: http://www.github.com/ipullrank/keyword-level-demographics
 @ipullrank
KEYWORD-LEVEL DEMOGRAPHICS DATA




BIRTHDATE            KEYWORD




                Here’s an example of demographic data in Google Analytics


   @ipullrank
PROTIP: JUST TRACK THE PERSONA


Check for key attributes of
  the persona with an if
        statement




          if (demos.age >= „18‟ && demos.age <= „40‟ &&
          demos.gender=“male” && demos.state == “New York”)
          {
                 _gaq.push([„_setCustomVar‟,‟1‟,‟Persona‟,‟Curi
          ous George‟,1]);
          }

                         Push just the name rather
                         than all of the data points




        Identify the key criteria and just push the name of the persona to GA for ease.


  @ipullrank
KEYWORD OWNERSHIP



       OWNER
     Curious George                Gamer                      Film Purist                    Tech Geek




 •    18-32                    •   18-32                  •   22-40                      •   22-40
 •    Male                     •   Male                   •   Male                       •   Male
 •    Loves indie rock         •   Loves all music        •   Loves film soundtracks     •   Loves Techno
 •    Wishes he had a beard    •   Wishes he could move   •   Wishes he could live in    •   Wishes you would stop
                                   out his mom’s              the movie Avatar               invading his online
                                   basement                                                  privacy

• 5000 Searches Monthly       • 600 Searches Monthly      • 1000 Searches Monthly       • 100 Searches Monthly
• Conversion Rate 5%          • Conversion Rate 2%        • Conversion Rate 0.5%        • Conversion Rate 0.2%




              Once a statistically significant dataset is compiled it can be determined which
              demographic and/or persona is more likely to convert for a given keyword and
                              develop messaging that focuses on that group.
      @ipullrank
KEYWORD OWNERSHIP


What Normal Users See                                              What Curious George Sees


                                          Curious George




                                      •    18-32
                                      •    Male
                                      •    Loves indie rock
                                      •    Wishes he had a beard




                                                                          (Dramatization)


        Using this data you can build a site that reflects the persona when they arrive


 @ipullrank
KEYWORD OWNERSHIP

  Initial        Conversion   Persona          Keyword   Subsequent     Conversion   Keyword
  Keyword        Rate                          Revenue   Keyword        Rate         Revenue
  Sneakers       5%           Curious George   $50       Sneakers       40%          $50

  Sneakers       5%           Curious George   $50       Windbreakers   60%          $100

  Sneakers       5%           Curious George   $50       T-Shirts       20%          $20

  Windbreakers   3%           Curious George   $100      Sneakers       32%          $50

  Windbreakers   3%           Curious George   $100      Windbreakers   5%           $100

  Windbreakers   3%           Curious George   $100      T-shirts       80%          $20

  T-shirts       2%           Curious George   $20       Sneakers       50%          $50

  T-shirts       2%           Curious George   $20       Windbreakers   40%          $100

  T-shirts       2%           Curious George   $20       T-shirts       75%          $20




   Tracking keyword demographics also allows the attribution of future purchases to the
                original keyword and will give way to keyword matrices.

 @ipullrank
DEFAULT PLAIN-ISH SLIDE
   Pregnant Paula




Target defines         Target collects data   Pregnant Paula   Target markets           Pregnant Paula
personas based on      from purchases and     purchase gives   specifically to          buys tons of baby
customer data          other sources          Target clues     pregnant Paula           items over time.
We develop personas    Users come from        Curious George   We aggressively target   Curious George
based on social data   search, we collect     buys a pair of   in other channels for    comes back and
                       data                   sneakers         the next buy             buys a windbreaker
  Curious George




       @ipullrank
THE WINNING FORMULAS




              Keyword                        Price per Keyword
              Earnings
                                             Annual Earnings
              Ratio
                                             per initial click

                                             Annual Earnings
              Keyword                        per initial click
              Earnings
              Yield                          Price per Keyword




      Based on how often an initial keyword leads to future conversions of subsequent
      keywords businesses will be able to measure the annual value of a keyword and
                                      react accordingly.
 @ipullrank
OTHER DATA SOURCES




                         LinkedIn                     Google+
                         Opt-In                       Opt-In
                         Professional data            [Not Provided]




    Although Facebook is the most granular and adopted, these other outlets also allow
                             you to get data on your users.
       LinkedIn Profile Data: https://developer.linkedin.com/documents/profile-fields
 @ipullrank
              G+ API People Data: https://developers.google.com/+/api/latest/people
MEET GARY & COGSWELL



                                                                                              What’s up
                                                                                              Sydney?!
         Hi, I’m                                                                                 I’m
         Gary!                                                                                Cogswell!




   Gary & Cogswell are the stars of a new SEO comic strip that I write on the iAcquire blog. Check them out!
   http://blog.iacquire.com/


 @ipullrank
THE FINAL WORD


WE WANT MORE! BRING
ON THE BONUS SLIDES!




 @ipullrank
OTHER DATA SOURCES




                                 Track what social network your visitors are logged into
              Post: http://www.seomoz.org/blog/visitor-social-network-login-status-google-analytics (@tomanthonyseo)
                           Wordpress Plugin: http://www.springest.co.uk/social-analytics (@MartijnSch)

 @ipullrank
USE MICRO CONVERSIONS




              If you can’t get the info from sales or an external source, use micro-conversions



 @ipullrank
INTERNAL SEARCH IS A GOLD MINE



        Internal Search Query                        Search Query




                                                                      Internal
                                                      Persona Keyword Search                            Traffic
                                                    Sick Suzy         Order flu vaccine           flu     456
                                                                      Fluzone single
                                                                      dose vial
                                                    Sick Suzy         purchase              Fluzone       4234

                                                    Sick Suzy         About_the_flu         Foot file     31
                                                                      Ndc code for
                                                    Sick Suzy         fluzone                Hep a        7863

                                                    Sick Suzy         influenza             Ez order     90507


              If you can’t get the info from sales or an external source, use micro-conversions



 @ipullrank
TRACKING RANKINGS IN ANALYTICS




Ranking                        Keyword




               Post: http://www.seomoz.org/blog/gettings-rankings-into-ga-using-custom-variables (@dohertyjf)
                               Code: https://github.com/ipullrank/Google-Analytics-Rankings


  @ipullrank
WHAT RANKING CONVERTS BETTER?



                Target Keyword                      Ranking              Conversion Rate
                    3d glasses                          1                     17.63%
                    3d glasses                          2                     67.47%
                    3d glasses                          3                     58.00%
                     3d glasses                         4                     35.15%
                    3d glasses                          2                     98.37%




          People are oftentimes shopping around and therefore ranking first does not result in a conversion.




 @ipullrank
WHAT RANKING CONVERTS BETTER?



Position #1 messaging                     Position #2 messaging                Historically converting position




The Time Constraint                           The Challenge                           Normal Messaging




    Change messaging and offer different features like price comparisons based on rankings to help visitors convert
          Read: www.zazzlemedia.co.uk/blog/dynamic-messaging-based-on-ranking-to-improve-conversion/


 @ipullrank
[NOT PROVIDED] WHO CARES?!


                                                     Local
                       Target                       Monthly                    Search      Target       Need      Conversion
 Landing Page         Keyword         Ranking       Searches       Page        Traffic    Persona       State        Rate
                                                                                           Curious   Unaware
/3d-glasses.html      3d glasses          10           18100      Glasses        671       George   Interested      17.63%
     /2d-3d-           2d to 3d                                                                       Aware
conversion.html       conversion          2            1000      Conversion      400      Tech Geek   Owner         67.47%
     /3d-tv-                                                                               Curious   Unaware
  glasses.html       3d tv glasses        3            1000       Glasses        489       George   Interested      58.00%
 /glasses-free-                                                                            Curious    Aware
     3d.html        glasses free 3d       1            1000       Glasses       1289       George     Owner         35.15%
    /real-3d-                                                                              Curious    Aware
  glasses.html      real 3d glasses       2            1000       Glasses        852       George     Owner         98.37%

 /3d-ready.html        3d ready           2             720      3D-Ready        607          All         All       73.05%

/3d-ready-tv.html     3d ready tv         2             590      3D-Ready        276          All         All       85.49%




         The question is not “does this keyword convert?” The questions are does the messaging on this page convert for
                            the target audience? Does that page have visibility for the target keyword?


      @ipullrank
ACHIEVEMENT UNLOCKED




   Search is in a unique position to achieve perfect targeting to improve conversions and ROI. Don’t let Google beat
   you to it.


 @ipullrank
MICHAEL KING
Director of Inbound Marketing


       www.iacquire.com


       mike@iacquire.com


       @iPullRank




               THANK YOU / Q&A

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Leveraging Apps On Facebook To Get More

  • 1. LEVERAGING APPS ON FACEBOOK TO GET MORE Or Using Facebook Data to Mine the Web and Improve UX & Conversions MICHAEL KING DIRECTOR OF INBOUND MARKETING @ipullrank
  • 3. YOU MIGHT HAVE READ ABOUT TARGET… You probably read this one due to the better title Target collects data on customers to determine when to market in order to capture mothers as customers for long periods of time. Forbes Article: http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a- teen-girl-was-pregnant-before-her-father-did/ Times Article: http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?_r=2&pagewanted=1&hp @ipullrank
  • 4. THE HOLY GRAIL OF DIGITAL MARKETING INTENT INTERESTS DEMOGRAPHICS NETWORK Target collects data on customers to determine when to market in order to capture mothers as customers for long periods of time. Forbes Article: http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a- teen-girl-was-pregnant-before-her-father-did/ Times Article: http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?_r=2&pagewanted=1&hp @ipullrank
  • 5. DIFFERENCE BETWEEN FACEBOOK & GOOGLE INTENT INTERESTS DEMOGRAPHICS NETWORK Suddenly Google+ and combining of Google’s privacy policies makes sense don’t they? @ipullrank
  • 6. BING & FACEBOOK WHAT ARE YOU DOING? INTENT INTERESTS DEMOGRAPHICS NETWORK Bing and Facebook have had an alliance for some time. Why haven’t they combined their data to offer hypertargeting? @ipullrank
  • 7. THEY DON’T, BUT I’LL SHOW YOU HOW! Social Search Media Bringing Search and Social Media data together we can achieve the holy grail of marketing for own brands @ipullrank
  • 8. THE NEW SEO PROCESS Opportunity Discovery Opportunity Discovery Optimization Business Goals Market Research Audience Research Keyword Research Content Strategy Measurement / Development Social Strategy / Technical Implementation Development @ipullrank
  • 9. SEARCH IS TOO IMPERSONAL Informational Navigational Transactional Ways to ____ Company Name Buy _____ How to _____ Organization Download ____ name What is _____ Domain name Get _____ Search is about needs and the standard keyword classifier are not enough to understand a searcher’s intent. @ipullrank
  • 10. THEY DON’T, BUT I’LL SHOW YOU HOW! Music Moms Happy Raging Rock stars Involved Instructors Typically uninformed gift givers Typically professional musicians at Typically professional musicians and looking for information on the Hobbyists various stages of their careers that thought leaders/content creators who right guitar for their happy Typically students or tend to spend more time creating talk about new techniques and have hobbyist or raging rockstar. amateur musicians content with their guitars only strong opinions about instruments and These people enter the looking for the latest tips consuming content as new guitar brands. These tend to be quite active in conversation when they are and tricks for playing their technology is released. These are the acoustic guitar conversation. looking to make a purchase. guitar. These tend to be the influencers of the happy the most active content hobbyist group. creators in the acoustic guitar conversation. Search is about needs and the standard keyword classifier are not enough to understand a searcher’s intent. @ipullrank
  • 11. WHAT ARE NEED STATES? This person probably needs information on Searches for the best acoustic guitar [best acoustic guitar] in order to make a purchasing decision. Need State is “Learning to Buy” or Music Moms “Consider” in the Typically uninformed gift givers looking for information on the Consumer Decision right guitar for their happy hobbyist or raging rockstar. Journey These people enter the conversation when they are looking to make a purchase. Need States are the user’s motivations behind their search which help eliminate keyword ambiguity and improves targeted copy The Consumer Decision Journey: http://www.revenews.com/online-marketing/consumers-go-on-a-journey-escaping- the-funnel/ @ipullrank
  • 12. HOW DO WE DEVELOP THEM? Social Data Educated Personas & Business Goals Guessing Need States Market Research Personas and need states are the art of educated guessing based on data. These are often defined by Strategy and UX teams @ipullrank
  • 13. HOW DO WE KNOW WE’RE RIGHT? Now more than ever there is enough data to verify your personas through measurement. @ipullrank
  • 15. BUSINESS GOALS? Sell More 3D TVs More Shares in Social Media Occupy the Conversation Use the client’s business goals to drive audience understanding. @ipullrank
  • 16. FACEBOOK INSIGHTS Non-U.S 12% Female 36% Gender Country Male 64% U.S 88% Female Age distribution Male Does the site have an existing Facebook page? FB Insights has demographic data @ipullrank
  • 17. PERSONA DEVELOPMENT Who does ComScore, AdPlanner, etc say is the audience for this vertical? If it’s a new site check out a competitor’s site in Ad Planner @ipullrank
  • 18. USE FACEBOOK AD CREATOR Use the FB tool to see how many people fall into an audience by interest and demo. This tool is the Adwords Keyword Tool of Personas http://www.facebook.com/ads/create/ @ipullrank
  • 19. PRELIMINARY SOCIAL LISTENING Use a few broad keywords to see who is talking in Social Media. @ipullrank
  • 20. SOCIAL LISTENING Social Mention Topsy Amplicate Start your social listening in Topsy, Social Mention, and/or Amplicate. Paid enterprise tools such as Radian6, ScoutLabs, also available. @ipullrank
  • 21. DISCUSSION LISTENING See what people are talking about on blog and discussion forums and understand what they are really into. @ipullrank
  • 22. PRELIMINARY KEYWORD RESEARCH Apparently this audience wants to know about the best 3d tv without glasses Use a few broad keywords to discover related popular topics. @ipullrank
  • 23. USE QUORA ProTip: Keep track of influencers for link building Identify questions and people in the vertical that are important to the business goals @ipullrank
  • 24. USE QUORA FOR KEYWORD RESEARCH ProTip: Use Scraper for Chrome w/ the Adwords API plugin Put Quora questions into the keyword tool to identify the associated keywords opps Scraper for Chrome: http://chrome.google.com/webstore/detail/mbigbapnjcgaffohmbkdlecaccepngjd @ipullrank Google Adwords API Plugin for Excel: https://seogadget.co.uk/update-adwords-api/ (@seogadget)
  • 25. USE QUORA FOR KEYWORD RESEARCH Insights from one fuel research in the other; Iterate to a great list of final keywords @ipullrank
  • 26. DEFINE YOUR AUDIENCE Curious George Gamer Film Purist Tech Geek • 18-32 • 18-32 • 22-40 • 22-40 • Male • Male • Male • Male • Loves indie rock • Loves all music • Loves film soundtracks • Loves Techno • Wishes he had a beard • Wishes he could move • Wishes he could live in • Wishes you would stop out his mom’s the movie Avatar invading his online basement privacy Break your audience into four core groups based on all the data you’ve collected @ipullrank
  • 27. DEFINE YOUR NEED STATES 3D Gamers Tech Geeks 3D Film Lovers 3D Curiosities There are more people in this group than the 3D Advocates 3D Advocate group. They are intrigued by 3D These people are participating in very detailed and how it could fit into their home life, but conversation about 3D through the lens of their they haven’t made the decision to purchase. passion. They get satisfaction from demonstrating They can relate to the advocate group their knowledge about 3D and their opinion about through their shared passion points. its use in media. Content Creation Content Consumption Aware Creating Aware Aware Aware Unaware Unaware Unaware Content Looking Owner Ready to Buy Ready to Buy Interested Unsure for 3D Content Based on your research identify the phases of need in the search process or just use the consumer decision journey. @ipullrank
  • 28. DEFINE YOUR NEED STATES Curious George is a hipster between 18 and 32. He’s a college educated graphic designer with a lot of time on his hands. He doesn’t like to be 800 the last to find out about things but he 700 doesn’t know if this 3D thing is going to 600 stick around long. Curious George liked 500 Avatar but he isn’t crazy about it like some 400 people. Really he’s looking to find out if a 300 3D TV is going to become cool and if so 200 he wants to be down before it becomes 100 cool. 0 Positive Negative Based on your research identify the phases of need in the search process or just use the consumer decision journey. @ipullrank
  • 29. GOOGLEBOT: THE 5TH PERSONA Googlebot • 17 • Eunuch • Needs explicit explanations • Is somewhat visually- impaired • Loves Google+ • Wants to know the newest info on 3D TV We know Googlebot’s attributes so think of it as an influencer in your audience. Read: “Just How Smart Are Search Robots” http://www.seomoz.org/blog/just-how- @ipullrank smart-are-search-robots
  • 30. DO FINAL KEYWORD RESEARCH Local Monthly Target Keyword Searches Page Persona Need State Curious Unaware 3d glasses 18100 Glasses George Interested 2d to 3d conversion 1000 Conversion Tech Geek Aware Owner Curious Unaware 3d tv glasses 1000 Glasses George Interested Curious glasses free 3d 1000 Glasses George Aware Owner Curious real 3d glasses 1000 Glasses George Aware Owner 3d ready 720 3D-Ready All All 3d ready tv 590 3D-Ready All All 3d active glasses 390 Active/Passive Tech Geek Aware Owner active 3d glasses 390 Active/Passive Tech Geek Aware Owner Based everything you know about your audience find and categorize keywords @ipullrank
  • 32. MEASURE TO VALIDATE PERSONAS Curious George • 18-32 • Male • Loves indie rock • Wishes he had a beard Validate your hypotheses via data collected in conversions and visits. You can also test effectiveness using demographic targeting with Facebook Ads and Paid Search @ipullrank
  • 33. USE KEYWORD-LEVEL DEMOGRAPHICS Search Keyword-Level FB:Admin Demographics Referrers Post: http://www.seomoz.org/blog/keyword-level-demographics Code: http://www.github.com/ipullrank/keyword-level-demographics @ipullrank
  • 34. KEYWORD-LEVEL DEMOGRAPHICS DATA BIRTHDATE KEYWORD Here’s an example of demographic data in Google Analytics @ipullrank
  • 35. PROTIP: JUST TRACK THE PERSONA Check for key attributes of the persona with an if statement if (demos.age >= „18‟ && demos.age <= „40‟ && demos.gender=“male” && demos.state == “New York”) { _gaq.push([„_setCustomVar‟,‟1‟,‟Persona‟,‟Curi ous George‟,1]); } Push just the name rather than all of the data points Identify the key criteria and just push the name of the persona to GA for ease. @ipullrank
  • 36. KEYWORD OWNERSHIP OWNER Curious George Gamer Film Purist Tech Geek • 18-32 • 18-32 • 22-40 • 22-40 • Male • Male • Male • Male • Loves indie rock • Loves all music • Loves film soundtracks • Loves Techno • Wishes he had a beard • Wishes he could move • Wishes he could live in • Wishes you would stop out his mom’s the movie Avatar invading his online basement privacy • 5000 Searches Monthly • 600 Searches Monthly • 1000 Searches Monthly • 100 Searches Monthly • Conversion Rate 5% • Conversion Rate 2% • Conversion Rate 0.5% • Conversion Rate 0.2% Once a statistically significant dataset is compiled it can be determined which demographic and/or persona is more likely to convert for a given keyword and develop messaging that focuses on that group. @ipullrank
  • 37. KEYWORD OWNERSHIP What Normal Users See What Curious George Sees Curious George • 18-32 • Male • Loves indie rock • Wishes he had a beard (Dramatization) Using this data you can build a site that reflects the persona when they arrive @ipullrank
  • 38. KEYWORD OWNERSHIP Initial Conversion Persona Keyword Subsequent Conversion Keyword Keyword Rate Revenue Keyword Rate Revenue Sneakers 5% Curious George $50 Sneakers 40% $50 Sneakers 5% Curious George $50 Windbreakers 60% $100 Sneakers 5% Curious George $50 T-Shirts 20% $20 Windbreakers 3% Curious George $100 Sneakers 32% $50 Windbreakers 3% Curious George $100 Windbreakers 5% $100 Windbreakers 3% Curious George $100 T-shirts 80% $20 T-shirts 2% Curious George $20 Sneakers 50% $50 T-shirts 2% Curious George $20 Windbreakers 40% $100 T-shirts 2% Curious George $20 T-shirts 75% $20 Tracking keyword demographics also allows the attribution of future purchases to the original keyword and will give way to keyword matrices. @ipullrank
  • 39. DEFAULT PLAIN-ISH SLIDE Pregnant Paula Target defines Target collects data Pregnant Paula Target markets Pregnant Paula personas based on from purchases and purchase gives specifically to buys tons of baby customer data other sources Target clues pregnant Paula items over time. We develop personas Users come from Curious George We aggressively target Curious George based on social data search, we collect buys a pair of in other channels for comes back and data sneakers the next buy buys a windbreaker Curious George @ipullrank
  • 40. THE WINNING FORMULAS Keyword Price per Keyword Earnings Annual Earnings Ratio per initial click Annual Earnings Keyword per initial click Earnings Yield Price per Keyword Based on how often an initial keyword leads to future conversions of subsequent keywords businesses will be able to measure the annual value of a keyword and react accordingly. @ipullrank
  • 41. OTHER DATA SOURCES LinkedIn Google+ Opt-In Opt-In Professional data [Not Provided] Although Facebook is the most granular and adopted, these other outlets also allow you to get data on your users. LinkedIn Profile Data: https://developer.linkedin.com/documents/profile-fields @ipullrank G+ API People Data: https://developers.google.com/+/api/latest/people
  • 42. MEET GARY & COGSWELL What’s up Sydney?! Hi, I’m I’m Gary! Cogswell! Gary & Cogswell are the stars of a new SEO comic strip that I write on the iAcquire blog. Check them out! http://blog.iacquire.com/ @ipullrank
  • 43. THE FINAL WORD WE WANT MORE! BRING ON THE BONUS SLIDES! @ipullrank
  • 44. OTHER DATA SOURCES Track what social network your visitors are logged into Post: http://www.seomoz.org/blog/visitor-social-network-login-status-google-analytics (@tomanthonyseo) Wordpress Plugin: http://www.springest.co.uk/social-analytics (@MartijnSch) @ipullrank
  • 45. USE MICRO CONVERSIONS If you can’t get the info from sales or an external source, use micro-conversions @ipullrank
  • 46. INTERNAL SEARCH IS A GOLD MINE Internal Search Query Search Query Internal Persona Keyword Search Traffic Sick Suzy Order flu vaccine flu 456 Fluzone single dose vial Sick Suzy purchase Fluzone 4234 Sick Suzy About_the_flu Foot file 31 Ndc code for Sick Suzy fluzone Hep a 7863 Sick Suzy influenza Ez order 90507 If you can’t get the info from sales or an external source, use micro-conversions @ipullrank
  • 47. TRACKING RANKINGS IN ANALYTICS Ranking Keyword Post: http://www.seomoz.org/blog/gettings-rankings-into-ga-using-custom-variables (@dohertyjf) Code: https://github.com/ipullrank/Google-Analytics-Rankings @ipullrank
  • 48. WHAT RANKING CONVERTS BETTER? Target Keyword Ranking Conversion Rate 3d glasses 1 17.63% 3d glasses 2 67.47% 3d glasses 3 58.00% 3d glasses 4 35.15% 3d glasses 2 98.37% People are oftentimes shopping around and therefore ranking first does not result in a conversion. @ipullrank
  • 49. WHAT RANKING CONVERTS BETTER? Position #1 messaging Position #2 messaging Historically converting position The Time Constraint The Challenge Normal Messaging Change messaging and offer different features like price comparisons based on rankings to help visitors convert Read: www.zazzlemedia.co.uk/blog/dynamic-messaging-based-on-ranking-to-improve-conversion/ @ipullrank
  • 50. [NOT PROVIDED] WHO CARES?! Local Target Monthly Search Target Need Conversion Landing Page Keyword Ranking Searches Page Traffic Persona State Rate Curious Unaware /3d-glasses.html 3d glasses 10 18100 Glasses 671 George Interested 17.63% /2d-3d- 2d to 3d Aware conversion.html conversion 2 1000 Conversion 400 Tech Geek Owner 67.47% /3d-tv- Curious Unaware glasses.html 3d tv glasses 3 1000 Glasses 489 George Interested 58.00% /glasses-free- Curious Aware 3d.html glasses free 3d 1 1000 Glasses 1289 George Owner 35.15% /real-3d- Curious Aware glasses.html real 3d glasses 2 1000 Glasses 852 George Owner 98.37% /3d-ready.html 3d ready 2 720 3D-Ready 607 All All 73.05% /3d-ready-tv.html 3d ready tv 2 590 3D-Ready 276 All All 85.49% The question is not “does this keyword convert?” The questions are does the messaging on this page convert for the target audience? Does that page have visibility for the target keyword? @ipullrank
  • 51. ACHIEVEMENT UNLOCKED Search is in a unique position to achieve perfect targeting to improve conversions and ROI. Don’t let Google beat you to it. @ipullrank
  • 52. MICHAEL KING Director of Inbound Marketing www.iacquire.com mike@iacquire.com @iPullRank THANK YOU / Q&A

Notes de l'éditeur

  1. This is what traditional link building is. It doesn’t work that well.
  2. This is what traditional link building is. It doesn’t work that well.