Contenu connexe Similaire à Using Personas to Boost Online Marketing and SEO (20) Using Personas to Boost Online Marketing and SEO1. 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.
2. 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.
©2011 Third Door Media, Inc.
3. 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
©2011 Third Door Media, Inc.
4. 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
©2011 Third Door Media, Inc.
5. 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
©2011 Third Door Media, Inc.
6. 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.
©2011 Third Door Media, Inc.
8. 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
©2011 Third Door Media, Inc.
9. CLARIFY
BUSINESS
GOALS
©2011 Third Door Media, Inc.
10. 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?
©2011 Third Door Media, Inc.
11. MAP
AUDIENCES
TO
CONVERSION
EVENTS
AND
MOTIVATIONS
©2011 Third Door Media, Inc.
12. 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?
©2011 Third Door Media, Inc.
13. DRAFT
PERSONAS
©2011 Third Door Media, Inc.
14. 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
©2011 Third Door Media, Inc.
15. What
problems
does
your
target
audience
have?
What
tasks
are
they
trying
to
accomplish?
©2011 Third Door Media, Inc.
16. 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
©2011 Third Door Media, Inc.
17. 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
©2011 Third Door Media, Inc.
18. 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.
19. 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
©2011 Third Door Media, Inc.
20. 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/
©2011 Third Door Media, Inc.
21. CATEGORIZE
KEYWORD
CLUSTERS
©2011 Third Door Media, Inc.
24. 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
25. 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.
©2011 Third Door Media, Inc.
26. 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
©2011 Third Door Media, Inc.
27. 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?
©2011 Third Door Media, Inc.
29. 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)
©2011 Third Door Media, Inc.
30. “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)
©2011 Third Door Media, Inc.
31. 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
©2011 Third Door Media, Inc.
32. Sign up for an alert on your
phone if the gate changes
or the flight is delayed!
©2011 Third Door Media, Inc.
33. 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
©2011 Third Door Media, Inc.
34. 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
©2011 Third Door Media, Inc.
35. Tamara
Adlin
|
@tamaraadlin
Vanessa
Fox
|
@vanessafox
adlininc.com
vanessafox.com
|
ninebyblue.com
©2011 Third Door Media, Inc.
36. 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.
©2011 Third Door Media, Inc.
37. Five
Steps
to
Using
Search
Personas
» Know
Your
Audience
» Understand
Audience
Pain
Points
» Provide
Real
Solu2ons
» Be
Compelling
» Know
Your
Data
©2011 Third Door Media, Inc.
39. Step
1:
Know
Your
Audience
» Iden2fy
target
audience
most
likely
to
turn
into
customers
» Ask
yourself:
Who's
my
perfect
buyer?
©2011 Third Door Media, Inc.
40. Step
1:
Know
Your
Audience
Example:
Segmenta4on
by
Nielsen
Source: http://www.claritas.com/MyBestSegments/Default.jsp?ID=20
©2011 Third Door Media, Inc.
41. Step
1:
Know
Your
Audience
Example:
Segmenta4on
by
Nielsen
©2011 Third Door Media, Inc.
42. 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?
©2011 Third Door Media, Inc.
43. Step
2:
Understand
Audience
Pain
Points
Example:
Twiier
Trends
Source: http://tweetstats.com/trends
©2011 Third Door Media, Inc.
44. Step
2:
Understand
Audience
Pain
Points
Example:
Ask.com
Source: http://www.ask.com
©2011 Third Door Media, Inc.
45. 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
©2011 Third Door Media, Inc.
46. Step
3:
Provide
Real
Solu2ons
Example:
Mapping
of
“solu4on”
pages
to
“pain”
keywords
©2011 Third Door Media, Inc.
47. Step
3:
Provide
Real
Solu2ons
Example:
Mapping
of
“pain”
keywords
to
ranking
pages
©2011 Third Door Media, Inc.
48. Step
4:
Be
Compelling
» Offer
a
call
to
ac2on
that
compels
the
searcher
to
dive
deeper
into
your
conversion
funnel
©2011 Third Door Media, Inc.
49. Step
4:
Be
Compelling
Example:
Landing
Page
Tes4ng
Source: http://www.attentionwizard.com/Case-Studies/credo-mobile.html
©2011 Third Door Media, Inc.
50. Step
5:
Know
Your
Data
» Regularly
tracking
performance
metrics
that
help
demonstrate
the
efficacy
of
these
campaigns
©2011 Third Door Media, Inc.
51. What
do
I
need
to
track
in
Real
Time
?
» SEO
Indicators
» Keyword
Ranks
» Rank
Trends
over
4me
» Ranking
in
mul4ple
engines
©2011 Third Door Media, Inc.
52. What
do
I
need
to
track
in
Real
Time?
» Business
Indicators
» Pageviews
» Visitors
» Conversion
» Revenue
©2011 Third Door Media, Inc.
53. 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
©2011 Third Door Media, Inc.
54. 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
©2011 Third Door Media, Inc.