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