Website marketing starts with good solid upfront planning. The buyer persona process enables site owners to better understand the needs and wants of visitors and therefore develop websites that better serve these visitors. Once a site is launched, various data sources can be used to analyze performance. Google Analytics and Google Webmaster Tools are keys to effective performance measurement. This presentation provides real life examples of how Site-Seeker used these tools to first build and then improve website performance.

1. Tools for Client Success: Buyer Persona,
Google Analytics and Google Webmaster
Tools.

2. Internet Marketing
Vertical Social
Websites Media
Baseline
Drive
Convert
10,000
25%
12,500
12,500
Your Website
0.75%
0.75%
0.25%
1.0%
75
94
125
More
Money
25%
67%

3. Design!
• Website is a patchwork of good ideas
• No real flow or grand scheme
• …website must generate revenue!
• Design for the customers

4. Personas!
• Solu=on:
design
website
around
customer
personas
• Defini=on:
the
aspect
of
someone's
character
that
is
presented
to
or
perceived
by
others
• Not
a
target
market:
DoD,
Solar,
Asia,
women,
and/
or
etc.
• It's
a
customer s
goals,
preferences,
and
decision
process
• It s
how
customer’s
will
use
the
website

5. Persona!
Process!
• Interview
the
each
product
manager
team
• Interview
any
other
stakeholders
• Conducted
user
tes=ng
based
on
draP
personas
• Formed
a
matrix
of
personas
• Wrote
up
a
detailed
descrip=on
of
each
persona
– Personality
– Keywords
– Desires
– Process

6. Personas!
Persona
Persona Goal
Client Goal
Engineer
solve a problem
be hero
R&D
qualify products
get spec d in
Buyer
low price
regular orders
Sales & Affiliates
never see me sweat
engagement
Manager
profit
believe in Indium
Co-Supplier
improve business
favorable branding
Media
good information
the authority
Employees
belonging
retention
Applicants
advance career
find people
Partners
solutions
speed, efficiency, simplicity
Community
learn Indium
build awareness

7. build wireframe around personas
Site-Seeker, Inc. ♥ 2011

8. Wireframe!

9. R&D Joe!
His Goal: learn and qualify
Client’s Goal: get spec d in
Process: tech papers

10. R&D Joe!
1.
2.
1. select product
2. click white paper

11. R&D Joe!
1.
1. read paper
2. download file
2.

12. The Result!

13. Google
Analy=cs:
Overview

14. Social
Media Drive/Source
Your Website
Convert/Behavior
Measure/Outcomes

15. Google Analytics: Key Features
Revenue
/
Lead
Genera=on
Audience
Audience
Behavior
Segmenta=on

16. Revenue
/
Lead
Genera=on

17. Revenue
/
Lead
Genera=on

18. Revenue
/
Lead
Genera=on

19. Audience
Segmenta=on

20. Audience
Segmenta=on
Medium
Organic
Adver=sing
Direct
Email
Social
Media
Keywords
Keywords
Geographic
Geographic
Geographic
Geographic
Geographic
Language
Mobile
V.
Comp’
Mobile
V.
Comp’
New
V.
Product/Service
New
V.
Mobile
V.
Comp’
Interac=ons
Returning
interests
Returning

21. Audience
Behavior
Source
Audience
Interac8ons
Value

22. Audience
Behavior

23. Webmaster Tools: Key features
Organic
Keyword
External/
Sitelinks
Internal
Links
Page
Performance

24. Overview

25. Overview

26. Organic
Keyword

27. External/
Internal
Links

28. Page
Performance

29. Site
Links

30. Site
Links
Meet the Sales department
<a
href="h_p://carbonebmw.com/Department-­‐New.aspx"
target="_self"
class="menuitem
">Meet
the
Sales
Department</a>

31. Bringing it together
Primary
and
Page
Long-­‐Tail
Efficiency
Keyword
Analysis
Analysis

32. Page
Efficiency
Analysis

33. Page
Efficiency
Analysis
Site-­‐Seeker,
Inc.
©
2011

34. Page
Efficiency
Analysis

35. Page
Efficiency
Analysis
Tying
in
Business
Goals

36. Page
Efficiency
Analysis
Business
Goals
Tie-­‐In

37. Page
Efficiency
Analysis
Tying
in
Business
Goals

38. Page
Efficiency
Analysis
Tying
in
Business
Goals
Business
Iden=fy
Key
Insights
Ac=ons
Goal
Reports
• Increase
online
• Page
efficiency
• BR
high
&
low
CR
• Call
to
ac=on
on
leads
via
new
report
for
2
top
pages
pdf’s
organic
• Review
non-­‐ • Keywords
are
• Links
to
relevant
• Increase
lead
brand
traffic
info-­‐phrases
product
page
acquisi=on
• Few
links
• New
keywords
efficiency
• New
keyword
• External
linking
opportunity

39. Page
Efficiency
Analysis
Add
Product
Link
Inbound links

40. Primary
and
Long-­‐
Tail
Keyword
Analysis

41. Page
Efficiency
Analysis

42. Additional Resource…

43. Thank
You!!
Your partner for online success.
Brian
Bluff
President
and
Co-­‐Founder
brianbluff@site-­‐seeker.com
Levi
Spires
Vice
President
Opera=ons
Levispires@site-­‐seeker.com
Kevin
Rowe
Senior
Internet
Marke=ng
Specialist
kevinrowe@site-­‐seeker.com