"Know Thy Audience" is the theme of the presentation given by Dana Lookadoo at PubCon Las Vegas 2012. The 10 Commandments for Personas cover a process to get corporate participation when redesigning a company website based on audience tasks and needs, including search engine optimization. Audience personas fuel content marketing and all online marketing efforts. The presentation provides sample surveys, questionnaires and worksheets.
10 Commandments to Developing Personas when Redesigning for SEO
1. KNOW THY AUDIENCE
10 Commandments for
Developing Personas when
Redesigning for SEO
Dana Lookadoo
SEO Consultant, Trainer
Yo! Yo! SEO
@lookadoo & @YoYoSEO
October 2012 Image credit: http://www.celebritysentry.com/post/the-10-commandments-ricky-gervais-wants-to-know-how-many-youve-broken-wnyc/
2. Audience Personas Fuel …
Search Engine Optimization
Social Media Conversations
Content Marketing
Conversions
3. 10 Commandments for Personas
1. You shall get corporate buy-in.
2. You shall have no other focus than your audience.
3. You shall not make graven images out of
your company messaging.
4. Do not use the name of a persona without
understanding who they are.
5. Honor your audience’s needs above your desires.
6. Remember your customer’s psychographic makeup.
7. You shall not design without data.
8. You shall not design without knowing audience
goals and conversion points.
9. You shall not design or write without keyword research
based on audience behavior.
10. You shall not publish without social proof.
4. 1 You shall 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-Suite expects sales & marketing to
C persuade prospects to spend money on
something they DO NOT want, need, or
understand.
2
5. Do You REALLY Know Them?
Company-wide agreement on
primary & secondary audiences.
Image credit: http://twilightersanonymous.com/hq-stills-from-breaking-dawn-part-2-feature-edward-cullen-and-new-vampires.html
6. 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
[COMPANY] offer them to help?
What obstacles do they need to overcome?
What information do they need?
What do they need to understand about [COMPANY] that can
2 make things better?
Sample C-Suite Questions for
Planning Redesign (1 of 3)
7. 1 Key Stakeholder Surveys
How are they talking about [COMPANY] offerings? <List examples>
What do they say when comparing us to [PRIMARY COMPETITOR] and
[SECONDARY COMPETITOR]?
How can [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 [COMPANY]'s products and services?
2 Sample C-Suite Questions for
Planning Redesign (2 of 3)
8. 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 [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?
Sample C-Suite Questions for
2 Planning Redesign (3 of 3)
10. 2 You shall have no other
focus than your audience.
Customer Surveys
2 Clicktools graphs
out responses.
11. 2 Survey Tools
Clicktools: Integrates with
Salesforce – high-end, paid
4Q Survey: Free pop-up surveys to
figure out why visitors are on your
site and if they’re able to do what
they need to do
Survey Monkey: On-site or email
surveys, free
Instantly (formerly Survey
Builder): Free survey builder for
2 web & mobile insights
12. 2 Identify wants, needs, and
obstacles by audience type.
People People
who use looking for
your information
website via search
2
13. 2 Customer Surveys
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Sample Customer Questions for l
2 Audience-based Redesign (1 of 3) o
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14. 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)
Sample Customer Questions for
Audience-based Redesign (2 of 3)
2
15. 2 Customer Surveys
How do you find information about or engage with [COMPANY]?
(You may choose multiple answers.)
Website
Search Engines
Twitter, Facebook, or Google Plus
Email notifications
Industry Publications & Events
Other Please specify: _________________________________
Identify social media accounts you use. (You may choose multiple answers.)
Facebook
Twitter
Google Plus
LinkedIn Sample Customer Questions for
Other Audience-based Redesign (3 of 3)
2 None
16. 3 You shall not make graven
images out of your company
messaging.
2
17. 3 You shall not make graven
images out of your company
messaging.
2
18. 3 No More Self Portraits!
It’s not about you!
Image credit: http://www.inqmind.co/2012/08/ad-campaigns-by-hugh-kretschmer/
19. 3 We We Calculator
http://www.futurenowinc.com/wewe.htm
http://www.futurenowinc.com/wewetext.htm
20. Do not use the name of a
4 persona without
understanding who they
are.
2
http://www.seomoz.org/
21. 4 Identify who they are!
Background
Demographics
Psychographics
Motivations/Needs
Activities
New/Returning Site Visitor
26. 4 Empathize!
“To truly
communicate
with your visitors,
you must put
yourself in
their shoes.”
Content Marketing Personas
Bryan Eisenberg
http://bryaneisenberg.com/content-marketing-personas/
Image credit: http://www.inqmind.co/2012/08/ad-campaigns-by-hugh-kretschmer/
27. 5 Honor your audience’s
needs above your desires.
“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.”
2 http://www.futurenowinc.com/wewetext.htm
28. 5 REI: Users are #1!
“First of all come customers.
They're the most important people.
They're our reason for existing as a business.
So we like to say, ‘Users are number one.’”
Leveraging Agile Marketing for SEO
Jonathon Colman
Principal Experience
2
Architect, REI
http://www.seomoz.org/blog/agile-marketing-whiteboard-friday
29. 6 Remember your customer’s
psychographic makeup.
WHO THEY ARE
&
WHAT THEY DO
are the
center
of your
website
universe!
2
30. 6 Content Consumption Habits
Competitive
Scans header,
highlights, bullet
point; quickly makes
decisions
Humanistic Methodical
Looks for content that Logical; scans page
relates to them; carefully reading
drawn to pictures & highlighted portions;
design; pays attention to
will share if resonates details
with self
Spontaneous
Looks at everything
2 quickly w/o focus
looking for
interactivity, ADHD
38. 9 You shall not design or write
without keyword research
based on audience behavior.
Classifiers help you understand what
audience is looking for at various stages
2 of the Buying Cycle.
43. 10 You shall not publish
without social proof.
Social proof increases confidence in your product
and/or service.
http://raventools.com/
Statements by satisfied customers
Pictures add further validity.
2
44. 10 Social Proof: Psychology
People tend to believe the actions and decisions of
others reflect the correct behavior or conclusion for
that situation.
Transparency:
Addresses “pet
peeves”
Openness to input
increases comfort
level, leads to
conversions.
http://raventools.com/
45. Result Persona “Buckets”
2 Brannan Atkinson
Chief Marketing Officer,
Raven Internet Marketing Tools
46. Website Personas for SEO
Surveys Your Benefit
•Key Stakeholders •How your product or
•Customers service provides benefit to
this persona
Identify Design &
Search Personas Your Solution
•Demographics,
•How your product or
psychographics, service solves their
activities, Web usage motivations, needs,
•Needs, wants, desired desires, eases pain
tasks, objections
•What messages will
reach them, words they Marketing Channels
use
•Best channels to reach
this persona
Goals & Conversions
•Types of content will
New & Returning they consume
Visitors •Web, Facebook, Twitter,
LinkedIn, YouTube,
Keywords – Buying Pinterest
Cycle / Buckets
47. Dana Lookadoo
SEO Consultant, Trainer
Yo! Yo! SEO
Agency focus is Word-of-Mouth SEO,
helping clients optimize their
online conversation.
dana@yoyoseo.com . YoYoSEO.com
@lookadoo . @YoYoSEO
10 Commandments for Developing Personas when
Redesigning for SEO: http://yseo.us/pubcon12
Notes de l'éditeur
Will cover a process to get corporate participation when redesigning for search.
Personas are descriptions of people. People are core of online marketing. Content needs to be written & optimized for them. Help identify: What does person want to do? What keyword phrases are associated with their need? 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?
How many would consider yourself C-Suite? People = employees, consultants, agencies, strategic partners Misalignment of interests & goals.
Do they REALLY know primary & secondary audiences? Corporate often has a surface understanding and only knows the audience at face value.
Get the C-Suite involved. Conduct internal surveys. 3 pages of sample surveys. Goal: who do they think the audience is, their Web behavior and pain points.
How is audience talking about the company? What are their objections & how can these be addressed? Stage of buying cycled?
Specific requirements that will help audience
Everyone, especially the C-Suite needs to focus on the audience as the center of design & content development. You need multiple perspectives and insights to help create a user-friendly site that delivers what they need.
Conduct Customer Surveys with select customers and site visitors to design around your audience: As them what types of media/content they prefer. Clicktools (integrates with Salesforce)
Select customers – survey via website, email, phone
Surveys will help to finalize input about the design and content and help finalize two types of personas: design (people who use the site) and search personas (those looking for information via search engines). The goal is to identify their needs or problems and obstacles and how the website fits into that.
Select a cross section of clients, employees, media for surveys. Have them rate ability to find information & site content. Find out what information they need most & how the site can help them accomplish their tasks.
Preferred media
How they find information about your company & social media accounts they use.
Too much we this, we that.
Stop talking about yourself! Your personas (prospects & customers) are tuned into WIIFM – what’s in it for me.
There is a famine in the land of website content due to all the self portraits.
free analysis tool that counts certain words on your site to see if your focus is on the customer or not.
Who was at SEOmoz Search SPAM game at PubCon 2009? Deck of cards representing who key industry SEOs are, black or white hat, and a blurb representing who they are.
That’s exactly what you ant to do… and give them a name and face
Don’t do this!
Cheryl has a tighter identity by conducting team workshops – Audience Identity and Task Analysis Get C-Suite, Product Managers, Managers, Sales, Customer Service Reps Get supplies – Vanessa Fox Sticky Note exercise for Task Analysis
Bring pictures from which they can chose to create their personas
Can be super simple, nothing fancy. Compile tasks they need to do on sticky notes. Focus on who they are and the tasks they need to do !
Workshop goals is true persona “understanding” - empathy
Now that you know who they are, ensure the team understands the customer is 1 st !
Jonathon’s presentation at MozCon 2012 – Whiteboard Friday
Identify who they are and the tasks they need to do
The 4 personality types summarize their content consumption habits. Your audience will consume your content based off how they are wired.
Problem with most marketing is it attempts to speak to all potential buyers with the same content in the same language . Need: learn more about your audience to shape messaging.
Facebook, Analytics, AdWords, Email Lists – demographic & psychographic
Paid tool with competitive insights and audience demographics
Use analytics & webmaster tools to know how people are using your site. Get the Visitors Overview report from an unfiltered profile. Look at new & returning visitors .
Trust factors that lead to conversion
Internal worksheets & questionnaires Who, What, Where, Why, How Remember, you’re designing for the audience, not for corporate egos.
Search is about needs , and the standard keyword classifier are not enough to understand a searcher’s intent. Reason for need for personas. These types of keywords are important, however, to understand what they are looking for when on a page. What terms would they use in various stages of the buying cycle ? Early Stage Buyer : They made decision they want, have need, or don’t know exactly what they need. They need as much information regarding choices and options possible to feel comfortable. Middle Stage Buyer : Prepared to buy but not certain which product/services. They need options and information to progressively narrow choice. Late Stage Buyer : Knows exactly what will satisfy need. They’re searching for specifics - want to compare brands, companies, manufacturers to ensure they are worth their money/investment.
When asking team members about audience & keyword. Guide them through the process. Audience, tasks, why would they chose you over the competitor? Objections Content types Calls to Action Tasks & Keywords
Armed with this information…
Google’s suggestions show popular searches (personalized searches, too). Terms that suddenly spike in popularity in the short term can appear, even if they haven’t gained long-term popularity. Go through the alphabet
You can also get Top Users & export to CSV. Get an idea of how they feel about terms, who is using them. Now that you have idea of behavior
You’ve put all this together, and you’re ready to publish. You have surveyed key stakeholders & clients. You know what tasks they need to do and their personalities and where they are in the buying cycle. Site content assets should include Testimonials. This social proof increases how prospects feel about you.
Shows others question. Now we’ve gone through the 10 commandments…
You end up with pesonas - Who, what they need to do, tasks.
Process - Map audience & their goals, position in the buying cycle with keywords and messaging. Identify what content assets you have and what aspects of your site match or where there is a gap. Optimize or create new content with your benefit to this persona and your solution to meet their needs. You can now publish your content in the best channels to reach them with content they will find and consume.