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The Past Present & Future of Personas in Search
                   (extended version)




                                            Michael King
                                           SEO Manager
                                         Publicis Modem
                                               @ipullrank
WE‟RE
DOING IT
WRONG
THERE‟S TOO MUCH
DATA OUT THERE FOR
SEO TO SUCK
Search Marketers Need to Grow Up
We are not just Search Marketers
anymore we are full-fledge Digital
Strategists.
Search Marketers are Short Sighted



Informational, Navigational, Transactional
classification of keywords is not enough to
truly understand the intent of a user.



                                         Need States
                      Navigational       Business Goals
                      Informational      Navigational
                      Transactional      Informational
                                         Transactional
People Search to Fulfill a Need


Keywords must be categorized by the
need states of personas and
messaging must reflect those need
states to improve conversion.
Give People What they are Looking For


Does your content fulfill the need
associated with the search intent?

Does it give the person the compelling
experience they are searching for?
You‟re Too Late To Be Cutting Edge


If you don‟t already use personas in
your Search efforts you are trying to
strike an invisible moving target while
your competitors are effortlessly hitting
the bullseye.
Luckily You Just Met Me…



In the next 30-45 minutes and
counting I will get you up to speed
and take you into the future.
THE PAST
PERSONA RESEARCH
AND DEVELOPMENT
USING SOCIAL MEDIA
Recipe for Success




Social Listening/
  Need State
                                                                                     Push Live /
 Determination/             Keyword Mapping
                                                      Creative / Copy /            Conversion Rate
   Persona                    / Information
                                                     Tech Development               Optimization /
 Development/                 Architecture
                                                                                    Measurement
   Keyword
   Research

               SEO Defines                SEO Validates                   SEO Drives
               Info Architecture          User Experience                 Measurement
Who is Your Target Audience?

Before you do anything you need to
identify who you are trying to talk to.
Use Social Media to Your Advantage



Hundreds of
Millions of people
are telling you
their every
mundane thought
everyday; use it!
Using Social Media to Define Personas



Use the existing conversation in
social media to identify need states
and inform keyword research to
ultimately define personas.
Social Listening Tools




                          Scout Labs
                                                                    Alterian SM2


                                                            For my shoestring
                                                             budget hustlers
                   Social Mention



Scout Labs, Alterian SM2, Radian6 are extensive and expensive social listening tools
but you can grab a decent data set for free using Social Mention, Amplicate, Topsy
Invest in Quantitative Analysis Tools




Invest in sites like ComScore, Compete or Quantcast to identify a demographic
by industry and to get a preview of their search behavior.
Develop Personas

 Develop Personas to understand your users
 and to inform Search and UX.




See Vanessa Fox‟s presentation on Personas for an in-depth how-to:
http://www.slideshare.net/optify/using-personas-to-boost-online-marketing-and-seo
Start with the Audience‟s Questions




Identify the questions the audience is asking that apply to your busines
goals. Quora is a great place to start.
Identify Need States
    Weight Loss                                                                                        Weight Management


       The TWTU Supporter                                                                                            The Calorie Tracker
 This diet is perfect for anyone who                                                                                  I’m so glad [Yogurt
                                                                    The Dieter
needs that “umph” to lose those few                                                                                  Brand] is compatible
                                                           [Yogurt Brand] helps curb my
           pounds, quickly                                                                                          with my points system .
                                                           cravings so I can continue on
                                                           my path toward losing weight

                                                                                                              The Maintainer
                    The Event Planner                                                                 I’ve lost a lot of weight, I can’t
           I need to lose 5-10 pounds in time                   TWTU Skeptics                           afford to cave to temptation
             for this event. I need a plan that               This diet is unrealistic                    when I’ve come this far
                   gets noticeable results                    and not healthy – too                                   .

                                                                     extreme

                                    New Mom                                                      Steady Achiever
                         I want a low-calorie way to get                                 I’ve lost a considerable amount
                           my calcium so I can get the                                   of weight except for these pesky
                         nutrients we need while losing                                  few pounds. I need to reach my
                           the rest of this baby weight                                        goal by Thanksgiving.




   Distill the conversation in social media down to the need states of the
   people talking with regard to business goals.
Define Personas
The Connoisseur
               Integrity Protectors                         Super Tasters
               Consumed Greek yogurt before it              Newer to the product category but
               became popular – feels entitled to           partial to authentic Greek yogurt
               defend „real‟ Greek yogurt against newer     because of the taste and texture;
               „inferior‟ brands entering the product       loyal to brands like Fage , Oikos
               category; savvy about ingredients and        and Chiobani; appreciates the
               passionate about the unique straining        authenticity of ingredients; uses
               process; tends to be set in her ways in      Greek yogurt for cooking and
               terms of maintaining a healthy diet; loyal   baking; likes to enhance Greek
               to original brands like Fage and Oikos       yogurt with fruit and other toppings




The Steadfast Seeker

                 Brand Loyalists                               Optimists
                 Wants a more familiar way to enjoy            Looks for ways of improving Greek
                 Greek yogurt; overall, hates the taste        yogurt but wishes she had a more
                 of Greek yogurt; loyal to the [Yogurt         accessible way to enjoy it;
                 brand ]and appreciates the variety of         experiments with different brands
                 flavors that Yoplait offers in their          like Yoplait and Dannon to find the
                 Greek yogurt line; appreciates not            best tasting option; sensitive to the
                 having to enhance the flavor of Greek         higher price point of the original
                 yogurt to make it more enjoyable              Greek Yogurt brands



Give your 4 core audience segments a story and personality
Identify Keyword Opportunities
    The              The Steadfast            The               The Reluctant
 Connoisseur            Seeker               Amateur              Partaker




                        gross taste                               high protein
    loves Greek                          never/hardly tried
                        high price                                choke down
 straining process                          likes blended
                         too thick                                 smoothies
      minimal                                   yogurt
                          Yoplait                                   toppings
    ingredients                              wants Greek
                          Dannon                                   too tangy
 no preservatives                               benefits
                       better tasting                           weight training
        Fage                                   tart taste
                          options                                body building
       Oikos                             attracted to variety
                      health benefits                                low fat
    rich texture                          no brand loyalty
                     need more variety                          physical fitness
    Greek-style
                         toppings                                    recipes
                                                                no brand loyalty

Use the conversation to understand what words personas naturally associate with
elements of your product or service and apply those to keyword research
and messaging
Create Targeted Messaging




Present optimized messaging that
will resonate with your personas
with of the goal of maximizing
conversion.          This is the magic
                      behind Facebook
                            Ads
Test Everything




Test your messaging in Pay-Per-Click to get a sense of how well they will
perform in Organic Search.
Insights from Tests Inform Messaging
                        Insight 1
                        Focus on taste is
                        the key opportunity


                        Insight 2
                        Everyday nutrition
                        done the Yoplait
                        way will resonate
                        with consumers
                        across the board
                        Insight 3
                        Nurturing of family
                        takes precedence
                        over the target‟s
                        own well-being

Use insights from testing to understand what resonates with the
personas and then create messaging and user experiences that reflect
these insights
Case In Point: Air Travel
         1.                    2.                       3.                         4                        5.                           6.                     7.
  Motivation                                           Decision-
                              Research                                           Booking                  Pre-flight                   Travel                   Post-travel
   to travel                                           making

                                                                                                                                                        How do I crystallize




                                                                                                                                                                                  Need States
I want to collect new    What is out there that
                                                      Of the options        Who’s going to help     What do I need to do                                 my travels so that
  experience, add to       would be fun and                                                                                   Who can I rely on to
                                                     available, what is      me fine tune and       to activate my trip so                                they are easy to
  my personal story,       interesting to do                                                                                   help me make the
                                                   feasible given time &      make the plan          that it’s as easy as                                share, and provide
  and create special     alone and/or with the                                                                                 most of my trip?
                                                    budget constraints?         possible?                 possible?                                    inspiration to me and
      memories           people I care about?                                                                                                            others evermore?



Occasion:                Get Ideas:                Search for:              Search for:             Locate:                   Connect:                 Organize:
-Season/Holiday          From                      Activity and             -Cheapest flight        Key trip info:            -With local info         -Memories/events
-NY‟ eve                 friends, family,colleag   experience options at    options based on        -Luggage rules            -With resources          -Evidence you‟ve
-Valentine‟s D           ues, extended social      different destinations   timings                 -Check in time            (guides, gurus)          been there/
                                                                                                                                                       Memorabilia




                                                                                                                                                                                Examples of What’s happening
-Honeymoon               media                                              - Cheapest flight       -Terminal to go to        -Activity ideas
-Birthday gift           network, bloggers, TV                              options based on        -Currency exchange                                 -New ideas
-Anniversary             personalities, movies,    Compare:                 destination (look for   -Ways to and from
-Stag do                 activity groups &         Destination options      promos and time         airport                   Record:
-Reunion                 forums                    based on timings,        suggestions)            -Travel tips              -Experiences             Package:
-Accomplishment                                    costs, and ease of                                                         -Memories                Trip takeouts so as to
-Time off                                          getting there                                                              -New                     extend the benefits
                         Search for:                                        Compare:                Book:                     ideas, contacts, knowl   gained from the trip
                         Occasion or                                        Time options vs.        -Car hire                 edge
Experience:              experience sought on                               budget across key       -Accommodation
-Broaden horizon         google, publications, f                            providers               -Airport bus                                       Share:
-Hobby/skill             orums, social media                                                                                                           To build on and
-Well-being/R&R          groups,etc                                                                                                                    showcase who you
-Adventure                                                                  Commit:                 Manage:                                            are
-Landscape                                                                  To a scenario           Info updates, efficient
(sea, mountain, plant)                                                                              and easy task
-Weather                                                                                            completion
(sun, snow, wind)



                                           Research                                         Commitment                                           Experience
   Inspiration

We dove deep into need states to see what questions people wanted
answered.
Semantic Grouping
     1.              2.                3.                 4          5.             6.         7.
 Motivation                            Decision-
                    Research                             Booking    Pre-flight     Travel     Post-travel
  to travel                            making


 Occasion           Activity       Destination          Offering   Simplify      Connect    Remember




Core Semantic Groups                                                      We identified the need
                             Flights                                      states that matched the
                                                                          client’s business goals
                                                                          and mapped them to
                                                                          semantic groups.
Country/Region                                       Logistics




              City/Airport                  Timing



                          Cheap Flights
Keyword Mapping




We mapped core semantic groups to
keywords informed by social listening.
UX that Reflects Needs
Navigation and sub-
 navigation reflect
   need states




   UX and content
  developed with the
   concerns of our
      personas




We built a user experience indicative of
these considerations
Performance




               Bookings




                                                Organic Traffic

Conversions improved in every need state in concert with improvement of
traffic from Organic Search. It worked.
TALK TO THE
RIGHT
PEOPLE
INTRODUCE YOUR CONTENT
TO THE PEOPLE WHO CARE
THROW AWAY YOUR FORM LETTERS!

                                                       The guy sent a form
                                                         letter to Avinash
                                                        Kaushik for a link.




Do Not be a Jordan Hogenson; tailor your outreach link building to your audience
Social and Search Will Continue to Integrate




There is evidence that Google will use rel-me and rel-author as ways to connect
people to content and apply a sliding scale of value to links based on
algorithmically determined authority of the writer to help solve search
quality issues.
                        BUILD YOUR NETWORKS NOW.

Read: Google‟s Heading for Life after Link Trust – Here‟s How to Prepare by @simonpenson - http://seogadget.co.uk/life-after-link-trust/
Link Building Golden Rule
Personas are the Key to Scalability
 TARGET                                            INFLUENCERS
Curious George Gamer                                        Film Purist                      Tech Geek
This group represents people   Gamers talk about their 3D   This conversation revolves       This group talks about the
considering buying a 3D TV     gaming experience and the    around use of 3D in film. They   technical details of their AV
                               components and games they    talk about 3D in a broad way,    setup. They treat their TV‟s like
                               use.                         and occasionally touch on        a racecar driver treats their car.
                                                            3DTV specifically.




 Personas help you identify how to find your link prospects and how to
 start a conversation with them once you do.



 Watch: http://www.seomoz.org/blog/scalable-link-building-using-social-media-whiteboard-friday
Twitter Before Email

Twitter is made for inane and unsolicited
conversation. Start your outreach link building
there.
Use the SEER Method for Link Prospeting




I absolutely love the SEER Interactive method of using Twitter and Open Site
Explorer together to identify link prospects!

Read: http://www.seerinteractive.com/blog/using-twitter-and-backlinks-to-build-links/2011/07/28/
BUT!
   [I LOVE ADULT SWIM]
Issues with the SEER Method




The Simply Measured tool gives you URLs with shorteners and Open Site Explorer
exports only give you up to 10k links.
So I made a tool…




Upload your Simply Measured Export and get an SEOmoz Site Intelligence
API and it will exhaustively prepare a link prospect report as an Excel
workbook. I don‟t have a name or UI for this tool.
How Does it Work?




All shortened URLs   All Root Domains     Data is exported to
    are expanded      are pulled from     an Excel Workbook.
                     Open Site Explorer       One sheet of
                                            prospects, one
                                            sheet of people
                                           already linking to
                                                  you.
Output
Have a Persona for Link Building




People will most likely check out your timeline so fill it with
cool relevant content and conversation. Build an authentic
separate persona and use it for your link building.
Do Your Research




                                                                      Create mental models of
                                                                      your link prospects by
                                                                      spending 5 minutes to view
                                                                      their Social Media profiles




ProTip: A lot of people use the same username for many different
social networks. Put it in Knowem and find out what they are about.
Use Followerwonk with Scraper




FollowerWonk doesn’t have an export feature so install Scraper for Chrome
and
get your data straight into Google Docs
 Read: http://justinbriggs.org/quick-link-prospecting-with-scraper-extension (@justinrbriggs)
Link Prospecting by Persona




Keep track of your twitter prospects by persona to measure hit rates and effectiveness
in the context of conversion which further justifies the link building effort.
Talk to People Like People


Outreach Link Building should be fun. If you
approach it with a genuine interest in people
you will increase your hit rate and not think of it
as such an fruitless task by having actual
conversations.
Make Your Message Stand Out



Use Short Subjects                 Converse with Context

Use Natural Subjects               Do NOT Just Tweet a
                                    Link at a Prospect
 Do NOT Use “Link
     Request”                         Escalate Quickly
                                   (“Follow So I can DM”)
Send Emails as an
Actual Person not a                  Participate in the
Company or Team                          Subject‟s
                                      Conversation
 Include a Natural
     Salutation                       Ride a Relevant
                                         Hashtag
Offer Value


Value does not mean always mean incentives.
Show the person that it interacting with you is
valuable by being entertaining or a resource by
sharing other relevant content or information.
[PRO TIP]




    KNOW
    YOUR
  INDUSTRY
Dangle the Carrot


If you have nothing more to offer or can‟t spend
the time use incentives. Couple incentives with
campaigns to draw links in a one-to-many
fashion.
Maintain the Rapport



After you close a link continue to engage with
your link prospects over time on Twitter or G+.
Add them to private Twitter lists and Google
Plus Circles.
Real Life Examples




      @ipullrank
Follow me on Twitter. I will soon share examples of my outreach conversations on
my blog (http://ipullrank.com)
Measurement of Link Efforts
 Curious George Gamer                                        Film Purist                      Tech Geek
 This group represents people   Gamers talk about their 3D   This conversation revolves       This group talks about the
 considering buying a 3D TV     gaming experience and the    around use of 3D in film. They   technical details of their AV
                                components and games they    talk about 3D in a broad way,    setup. They treat their TV‟s like
                                use.                         and occasionally touch on        a racecar driver treats their car.
                                                             3DTV specifically.




         Curious George                  Gamers                          Film Purists                        Tech Geek

The ability to track the effectiveness of link building efforts by persona is a
powerful means of understanding which segment of your audience is driving the
most traffic and conversions.
THE FUTURE
THE PRESENT
KEYWORD ARBITRAGE:
 CAPITALIZING UPON OFFSET IN
KEYWORD-LEVEL DEMOGRAPHICS
 LONG TERM KEYWORD VALUE
What if I told you….



…there is a free way to find out
exactly who every person is that
comes to your site for per keyword
Past Present & Future of Personas in Search (extended version)
By the way I‟m Michael King

                                 SEO Manager at
                              Publicis Modem recently
                                    left Razorfish

                                 Studied Computer
                                 Science at Howard
                                     University

                                 Lives in Brooklyn
                                 From Philadelphia

                               Born August 29th, 1981

                                 Speaks American
                                 English & Pig Latin



                              Wouldn‟t you want
                              to have this info for
                              every person that
                              comes to your site?
The Flux Capacitor




               Search      Keyword-Level
FB:Admin                   Demographics
               Referrers
FB:Admin Code

                                                                          ProTip: Sessionize the original
                                                                          referrer when they first get to the
                                                                          site in case the user opts-in via
                                                                          Facebook later during their visit.
                                                                          Clear the session variable if they
                                                                          come from Search again.

                                                                          JavaScript does not natively
                                                                          support Session Variables so
                                                                          check out SessVars.js by
                                                                          Thomas Frank -
                                                                          http://www.thomasfrank.se/session
                                                                          vars.html




@matclayton’s presentation: http://www.slideshare.net/matclayton/mozcon-seattle-2011-social-design
More Code
 Function to grab the Search Referrer   Function to grab Facebook Data




All code can be found at:
http://www.ipullrank.com/code/keyword-demographics
GA Custom Variables Code
_gaq.push(['_setCustomVar',
      1,                   //   This custom var is set to slot #1. Required
                           //   parameter. You can do 1 - 5
      ‘Referrer',          //   Category for the user activity. Required parameter.
      ‘Keyword',           //   Value of the custom variable. Required parameter.
      1                    //   Sets the scope to page-level. Optional parameter.
                           //   1 – Visitor-Level, 2- Session-Level, 3- Page-Level
   ]);

          Google Analytics function for pushing to Custom Variables




           Function for passing data to Custom Variables
Magic Data!




Here we are storing 4 pieces of data from Facebook as well as the referrer.
Ideally you would model the persona in the code just push the persona name to
Google Analytics.
Data In Context of Keyword


BIRTHDATE            KEYWORD




  You can view the demographics data in context of any dimension. Here we are
  looking at birthdates in context with the referring keyword.
Privacy?



If you are concerned with privacy you
can encrypt user IDs using md5 hashes
or model the persona in the code and
only push the persona name to
analytics.
  123456    e10adc3949ba59abbe56e057f20f883e



                                    An md5 hash is a 128-bit
                                   encryption of a string. You
                                   can compare users without
                                      saving their user IDs
Pzyche




Pzyche allows you to get demographics data on visitors in real-time
requiring no opt-in.* http://www.pzyche.com
*I asked Pzyche where their data comes from they said their sources are “proprietary”
Other Data Sources




LinkedIn and Google+ are both options
for data mining the people that come to
your site but keep in mind that with
signed in G+ users you will not get
Search Referrers.

Read: http://googleblog.blogspot.com/2011/10/making-search-more-secure.html
Dynamic Targeting
 Using the Facebook data user experiences can be tailored dynamically
 to reflect properties of the persona when they visit.
What Normal Users See                                     What Curious George Sees


                                 Curious George




                             •    18-32
                             •    Male
                             •    Loves indie rock
                             •    Wishes he had a beard
Use it! It Works!




MixCloud uses Facebook data to customize
landing pages and has achieved a 55%
reduction in bounce rate for FB users.
Past Present & Future of Personas in Search (extended version)
THE FUTURE
MEASURING ROI:
CAPITALIZING ON OFFSETS IN
LONG TERM KEYWORD VALUE
MEASURING
PEOPLE
SHOW WHO IS DOING WHAT
AND HOW TO MAKE THEM DO
IT MORE
Measuring People



Using personas allows you step away from
abstracts and identify insights in terms of
people and their needs.

                      Almost didn‟t look
                           like a
                      watermark, right?
Keyword Ownership
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.
       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%
Keyword Arbitrage
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.
Subsequent Conversion Prediction


 Curious George




60% of these users that
buy sneakers from the
keyword “sneakers” come
back and purchase
windbreakers




      These keyword matrices will allow the prediction of what the persona is
      likely to buy next so you know which people to aggressively pursue
      through retargeting and other channels such as email.
Rankings




Push your rankings to your Analytics for viewing in context with
personas, localization and conversion goals to prioritize opportunities
Read and get the code for this: http://www.seomoz.org/blog/gettings-rankings-into-ga-using-custom-variables (@dohertyjf)
Annual Keyword Value
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.

         Keyword                 Price per Keyword
         Earnings
         Ratio                    Annual Earnings
                                  per initial click


                                 Annual Earnings
         Keyword                 per initial click
         Earnings
         Yield                   Price per Keyword
Past Present & Future of Personas in Search (extended version)
Thank You.

Michael King
SEO Manager



     www.ipullrank.com



     michael.king@publicismodem.com


     @iPullRank
Appendix
Mat Clayton’s Social Design Presentation:
http://www.slideshare.net/matclayton/mozcon-seattle-2011-social-design

John Doherty’s Notes on Mat Clayton’s Presentation:
http://www.johnfdoherty.com/social-design-how-to-co-mingle-social-features-
earn-traffic-mozcon/

Facebook Open Graph Protocol Reference:
http://developers.facebook.com/docs/opengraph/

Google Analytics Custom Variables:
http://code.google.com/apis/analytics/docs/tracking/gaTrackingCustomVariabl
es.html

My Keyword-Level Demographics Post on SEOmoz:
http://www.seomoz.org/blog/keyword-level-demographics

My Code Repository:
http://www.ipullrank.com/code/keyword-demographics

My Whiteboard Friday on Link Building Using Social Media
http://www.seomoz.org/blog/scalable-link-building-using-social-media-
whiteboard-friday

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Past Present & Future of Personas in Search (extended version)

  • 1. The Past Present & Future of Personas in Search (extended version) Michael King SEO Manager Publicis Modem @ipullrank
  • 2. WE‟RE DOING IT WRONG THERE‟S TOO MUCH DATA OUT THERE FOR SEO TO SUCK
  • 3. Search Marketers Need to Grow Up We are not just Search Marketers anymore we are full-fledge Digital Strategists.
  • 4. Search Marketers are Short Sighted Informational, Navigational, Transactional classification of keywords is not enough to truly understand the intent of a user. Need States Navigational Business Goals Informational Navigational Transactional Informational Transactional
  • 5. People Search to Fulfill a Need Keywords must be categorized by the need states of personas and messaging must reflect those need states to improve conversion.
  • 6. Give People What they are Looking For Does your content fulfill the need associated with the search intent? Does it give the person the compelling experience they are searching for?
  • 7. You‟re Too Late To Be Cutting Edge If you don‟t already use personas in your Search efforts you are trying to strike an invisible moving target while your competitors are effortlessly hitting the bullseye.
  • 8. Luckily You Just Met Me… In the next 30-45 minutes and counting I will get you up to speed and take you into the future.
  • 9. THE PAST PERSONA RESEARCH AND DEVELOPMENT USING SOCIAL MEDIA
  • 10. Recipe for Success Social Listening/ Need State Push Live / Determination/ Keyword Mapping Creative / Copy / Conversion Rate Persona / Information Tech Development Optimization / Development/ Architecture Measurement Keyword Research SEO Defines SEO Validates SEO Drives Info Architecture User Experience Measurement
  • 11. Who is Your Target Audience? Before you do anything you need to identify who you are trying to talk to.
  • 12. Use Social Media to Your Advantage Hundreds of Millions of people are telling you their every mundane thought everyday; use it!
  • 13. Using Social Media to Define Personas Use the existing conversation in social media to identify need states and inform keyword research to ultimately define personas.
  • 14. Social Listening Tools Scout Labs Alterian SM2 For my shoestring budget hustlers Social Mention Scout Labs, Alterian SM2, Radian6 are extensive and expensive social listening tools but you can grab a decent data set for free using Social Mention, Amplicate, Topsy
  • 15. Invest in Quantitative Analysis Tools Invest in sites like ComScore, Compete or Quantcast to identify a demographic by industry and to get a preview of their search behavior.
  • 16. Develop Personas Develop Personas to understand your users and to inform Search and UX. See Vanessa Fox‟s presentation on Personas for an in-depth how-to: http://www.slideshare.net/optify/using-personas-to-boost-online-marketing-and-seo
  • 17. Start with the Audience‟s Questions Identify the questions the audience is asking that apply to your busines goals. Quora is a great place to start.
  • 18. Identify Need States Weight Loss Weight Management The TWTU Supporter The Calorie Tracker This diet is perfect for anyone who I’m so glad [Yogurt The Dieter needs that “umph” to lose those few Brand] is compatible [Yogurt Brand] helps curb my pounds, quickly with my points system . cravings so I can continue on my path toward losing weight The Maintainer The Event Planner I’ve lost a lot of weight, I can’t I need to lose 5-10 pounds in time TWTU Skeptics afford to cave to temptation for this event. I need a plan that This diet is unrealistic when I’ve come this far gets noticeable results and not healthy – too . extreme New Mom Steady Achiever I want a low-calorie way to get I’ve lost a considerable amount my calcium so I can get the of weight except for these pesky nutrients we need while losing few pounds. I need to reach my the rest of this baby weight goal by Thanksgiving. Distill the conversation in social media down to the need states of the people talking with regard to business goals.
  • 19. Define Personas The Connoisseur Integrity Protectors Super Tasters Consumed Greek yogurt before it Newer to the product category but became popular – feels entitled to partial to authentic Greek yogurt defend „real‟ Greek yogurt against newer because of the taste and texture; „inferior‟ brands entering the product loyal to brands like Fage , Oikos category; savvy about ingredients and and Chiobani; appreciates the passionate about the unique straining authenticity of ingredients; uses process; tends to be set in her ways in Greek yogurt for cooking and terms of maintaining a healthy diet; loyal baking; likes to enhance Greek to original brands like Fage and Oikos yogurt with fruit and other toppings The Steadfast Seeker Brand Loyalists Optimists Wants a more familiar way to enjoy Looks for ways of improving Greek Greek yogurt; overall, hates the taste yogurt but wishes she had a more of Greek yogurt; loyal to the [Yogurt accessible way to enjoy it; brand ]and appreciates the variety of experiments with different brands flavors that Yoplait offers in their like Yoplait and Dannon to find the Greek yogurt line; appreciates not best tasting option; sensitive to the having to enhance the flavor of Greek higher price point of the original yogurt to make it more enjoyable Greek Yogurt brands Give your 4 core audience segments a story and personality
  • 20. Identify Keyword Opportunities The The Steadfast The The Reluctant Connoisseur Seeker Amateur Partaker gross taste high protein loves Greek never/hardly tried high price choke down straining process likes blended too thick smoothies minimal yogurt Yoplait toppings ingredients wants Greek Dannon too tangy no preservatives benefits better tasting weight training Fage tart taste options body building Oikos attracted to variety health benefits low fat rich texture no brand loyalty need more variety physical fitness Greek-style toppings recipes no brand loyalty Use the conversation to understand what words personas naturally associate with elements of your product or service and apply those to keyword research and messaging
  • 21. Create Targeted Messaging Present optimized messaging that will resonate with your personas with of the goal of maximizing conversion. This is the magic behind Facebook Ads
  • 22. Test Everything Test your messaging in Pay-Per-Click to get a sense of how well they will perform in Organic Search.
  • 23. Insights from Tests Inform Messaging Insight 1 Focus on taste is the key opportunity Insight 2 Everyday nutrition done the Yoplait way will resonate with consumers across the board Insight 3 Nurturing of family takes precedence over the target‟s own well-being Use insights from testing to understand what resonates with the personas and then create messaging and user experiences that reflect these insights
  • 24. Case In Point: Air Travel 1. 2. 3. 4 5. 6. 7. Motivation Decision- Research Booking Pre-flight Travel Post-travel to travel making How do I crystallize Need States I want to collect new What is out there that Of the options Who’s going to help What do I need to do my travels so that experience, add to would be fun and Who can I rely on to available, what is me fine tune and to activate my trip so they are easy to my personal story, interesting to do help me make the feasible given time & make the plan that it’s as easy as share, and provide and create special alone and/or with the most of my trip? budget constraints? possible? possible? inspiration to me and memories people I care about? others evermore? Occasion: Get Ideas: Search for: Search for: Locate: Connect: Organize: -Season/Holiday From Activity and -Cheapest flight Key trip info: -With local info -Memories/events -NY‟ eve friends, family,colleag experience options at options based on -Luggage rules -With resources -Evidence you‟ve -Valentine‟s D ues, extended social different destinations timings -Check in time (guides, gurus) been there/ Memorabilia Examples of What’s happening -Honeymoon media - Cheapest flight -Terminal to go to -Activity ideas -Birthday gift network, bloggers, TV options based on -Currency exchange -New ideas -Anniversary personalities, movies, Compare: destination (look for -Ways to and from -Stag do activity groups & Destination options promos and time airport Record: -Reunion forums based on timings, suggestions) -Travel tips -Experiences Package: -Accomplishment costs, and ease of -Memories Trip takeouts so as to -Time off getting there -New extend the benefits Search for: Compare: Book: ideas, contacts, knowl gained from the trip Occasion or Time options vs. -Car hire edge Experience: experience sought on budget across key -Accommodation -Broaden horizon google, publications, f providers -Airport bus Share: -Hobby/skill orums, social media To build on and -Well-being/R&R groups,etc showcase who you -Adventure Commit: Manage: are -Landscape To a scenario Info updates, efficient (sea, mountain, plant) and easy task -Weather completion (sun, snow, wind) Research Commitment Experience Inspiration We dove deep into need states to see what questions people wanted answered.
  • 25. Semantic Grouping 1. 2. 3. 4 5. 6. 7. Motivation Decision- Research Booking Pre-flight Travel Post-travel to travel making Occasion Activity Destination Offering Simplify Connect Remember Core Semantic Groups We identified the need Flights states that matched the client’s business goals and mapped them to semantic groups. Country/Region Logistics City/Airport Timing Cheap Flights
  • 26. Keyword Mapping We mapped core semantic groups to keywords informed by social listening.
  • 27. UX that Reflects Needs Navigation and sub- navigation reflect need states UX and content developed with the concerns of our personas We built a user experience indicative of these considerations
  • 28. Performance Bookings Organic Traffic Conversions improved in every need state in concert with improvement of traffic from Organic Search. It worked.
  • 29. TALK TO THE RIGHT PEOPLE INTRODUCE YOUR CONTENT TO THE PEOPLE WHO CARE
  • 30. THROW AWAY YOUR FORM LETTERS! The guy sent a form letter to Avinash Kaushik for a link. Do Not be a Jordan Hogenson; tailor your outreach link building to your audience
  • 31. Social and Search Will Continue to Integrate There is evidence that Google will use rel-me and rel-author as ways to connect people to content and apply a sliding scale of value to links based on algorithmically determined authority of the writer to help solve search quality issues. BUILD YOUR NETWORKS NOW. Read: Google‟s Heading for Life after Link Trust – Here‟s How to Prepare by @simonpenson - http://seogadget.co.uk/life-after-link-trust/
  • 33. Personas are the Key to Scalability TARGET INFLUENCERS Curious George Gamer Film Purist Tech Geek This group represents people Gamers talk about their 3D This conversation revolves This group talks about the considering buying a 3D TV gaming experience and the around use of 3D in film. They technical details of their AV components and games they talk about 3D in a broad way, setup. They treat their TV‟s like use. and occasionally touch on a racecar driver treats their car. 3DTV specifically. Personas help you identify how to find your link prospects and how to start a conversation with them once you do. Watch: http://www.seomoz.org/blog/scalable-link-building-using-social-media-whiteboard-friday
  • 34. Twitter Before Email Twitter is made for inane and unsolicited conversation. Start your outreach link building there.
  • 35. Use the SEER Method for Link Prospeting I absolutely love the SEER Interactive method of using Twitter and Open Site Explorer together to identify link prospects! Read: http://www.seerinteractive.com/blog/using-twitter-and-backlinks-to-build-links/2011/07/28/
  • 36. BUT! [I LOVE ADULT SWIM]
  • 37. Issues with the SEER Method The Simply Measured tool gives you URLs with shorteners and Open Site Explorer exports only give you up to 10k links.
  • 38. So I made a tool… Upload your Simply Measured Export and get an SEOmoz Site Intelligence API and it will exhaustively prepare a link prospect report as an Excel workbook. I don‟t have a name or UI for this tool.
  • 39. How Does it Work? All shortened URLs All Root Domains Data is exported to are expanded are pulled from an Excel Workbook. Open Site Explorer One sheet of prospects, one sheet of people already linking to you.
  • 41. Have a Persona for Link Building People will most likely check out your timeline so fill it with cool relevant content and conversation. Build an authentic separate persona and use it for your link building.
  • 42. Do Your Research Create mental models of your link prospects by spending 5 minutes to view their Social Media profiles ProTip: A lot of people use the same username for many different social networks. Put it in Knowem and find out what they are about.
  • 43. Use Followerwonk with Scraper FollowerWonk doesn’t have an export feature so install Scraper for Chrome and get your data straight into Google Docs Read: http://justinbriggs.org/quick-link-prospecting-with-scraper-extension (@justinrbriggs)
  • 44. Link Prospecting by Persona Keep track of your twitter prospects by persona to measure hit rates and effectiveness in the context of conversion which further justifies the link building effort.
  • 45. Talk to People Like People Outreach Link Building should be fun. If you approach it with a genuine interest in people you will increase your hit rate and not think of it as such an fruitless task by having actual conversations.
  • 46. Make Your Message Stand Out Use Short Subjects Converse with Context Use Natural Subjects Do NOT Just Tweet a Link at a Prospect Do NOT Use “Link Request” Escalate Quickly (“Follow So I can DM”) Send Emails as an Actual Person not a Participate in the Company or Team Subject‟s Conversation Include a Natural Salutation Ride a Relevant Hashtag
  • 47. Offer Value Value does not mean always mean incentives. Show the person that it interacting with you is valuable by being entertaining or a resource by sharing other relevant content or information.
  • 48. [PRO TIP] KNOW YOUR INDUSTRY
  • 49. Dangle the Carrot If you have nothing more to offer or can‟t spend the time use incentives. Couple incentives with campaigns to draw links in a one-to-many fashion.
  • 50. Maintain the Rapport After you close a link continue to engage with your link prospects over time on Twitter or G+. Add them to private Twitter lists and Google Plus Circles.
  • 51. Real Life Examples @ipullrank Follow me on Twitter. I will soon share examples of my outreach conversations on my blog (http://ipullrank.com)
  • 52. Measurement of Link Efforts Curious George Gamer Film Purist Tech Geek This group represents people Gamers talk about their 3D This conversation revolves This group talks about the considering buying a 3D TV gaming experience and the around use of 3D in film. They technical details of their AV components and games they talk about 3D in a broad way, setup. They treat their TV‟s like use. and occasionally touch on a racecar driver treats their car. 3DTV specifically. Curious George Gamers Film Purists Tech Geek The ability to track the effectiveness of link building efforts by persona is a powerful means of understanding which segment of your audience is driving the most traffic and conversions.
  • 53. THE FUTURE THE PRESENT KEYWORD ARBITRAGE: CAPITALIZING UPON OFFSET IN KEYWORD-LEVEL DEMOGRAPHICS LONG TERM KEYWORD VALUE
  • 54. What if I told you…. …there is a free way to find out exactly who every person is that comes to your site for per keyword
  • 56. By the way I‟m Michael King SEO Manager at Publicis Modem recently left Razorfish Studied Computer Science at Howard University Lives in Brooklyn From Philadelphia Born August 29th, 1981 Speaks American English & Pig Latin Wouldn‟t you want to have this info for every person that comes to your site?
  • 57. The Flux Capacitor Search Keyword-Level FB:Admin Demographics Referrers
  • 58. FB:Admin Code ProTip: Sessionize the original referrer when they first get to the site in case the user opts-in via Facebook later during their visit. Clear the session variable if they come from Search again. JavaScript does not natively support Session Variables so check out SessVars.js by Thomas Frank - http://www.thomasfrank.se/session vars.html @matclayton’s presentation: http://www.slideshare.net/matclayton/mozcon-seattle-2011-social-design
  • 59. More Code Function to grab the Search Referrer Function to grab Facebook Data All code can be found at: http://www.ipullrank.com/code/keyword-demographics
  • 60. GA Custom Variables Code _gaq.push(['_setCustomVar', 1, // This custom var is set to slot #1. Required // parameter. You can do 1 - 5 ‘Referrer', // Category for the user activity. Required parameter. ‘Keyword', // Value of the custom variable. Required parameter. 1 // Sets the scope to page-level. Optional parameter. // 1 – Visitor-Level, 2- Session-Level, 3- Page-Level ]); Google Analytics function for pushing to Custom Variables Function for passing data to Custom Variables
  • 61. Magic Data! Here we are storing 4 pieces of data from Facebook as well as the referrer. Ideally you would model the persona in the code just push the persona name to Google Analytics.
  • 62. Data In Context of Keyword BIRTHDATE KEYWORD You can view the demographics data in context of any dimension. Here we are looking at birthdates in context with the referring keyword.
  • 63. Privacy? If you are concerned with privacy you can encrypt user IDs using md5 hashes or model the persona in the code and only push the persona name to analytics. 123456 e10adc3949ba59abbe56e057f20f883e An md5 hash is a 128-bit encryption of a string. You can compare users without saving their user IDs
  • 64. Pzyche Pzyche allows you to get demographics data on visitors in real-time requiring no opt-in.* http://www.pzyche.com *I asked Pzyche where their data comes from they said their sources are “proprietary”
  • 65. Other Data Sources LinkedIn and Google+ are both options for data mining the people that come to your site but keep in mind that with signed in G+ users you will not get Search Referrers. Read: http://googleblog.blogspot.com/2011/10/making-search-more-secure.html
  • 66. Dynamic Targeting Using the Facebook data user experiences can be tailored dynamically to reflect properties of the persona when they visit. What Normal Users See What Curious George Sees Curious George • 18-32 • Male • Loves indie rock • Wishes he had a beard
  • 67. Use it! It Works! MixCloud uses Facebook data to customize landing pages and has achieved a 55% reduction in bounce rate for FB users.
  • 69. THE FUTURE MEASURING ROI: CAPITALIZING ON OFFSETS IN LONG TERM KEYWORD VALUE
  • 70. MEASURING PEOPLE SHOW WHO IS DOING WHAT AND HOW TO MAKE THEM DO IT MORE
  • 71. Measuring People Using personas allows you step away from abstracts and identify insights in terms of people and their needs. Almost didn‟t look like a watermark, right?
  • 72. Keyword Ownership 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. 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%
  • 73. Keyword Arbitrage 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.
  • 74. Subsequent Conversion Prediction Curious George 60% of these users that buy sneakers from the keyword “sneakers” come back and purchase windbreakers These keyword matrices will allow the prediction of what the persona is likely to buy next so you know which people to aggressively pursue through retargeting and other channels such as email.
  • 75. Rankings Push your rankings to your Analytics for viewing in context with personas, localization and conversion goals to prioritize opportunities Read and get the code for this: http://www.seomoz.org/blog/gettings-rankings-into-ga-using-custom-variables (@dohertyjf)
  • 76. Annual Keyword Value 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. Keyword Price per Keyword Earnings Ratio Annual Earnings per initial click Annual Earnings Keyword per initial click Earnings Yield Price per Keyword
  • 78. Thank You. Michael King SEO Manager www.ipullrank.com michael.king@publicismodem.com @iPullRank
  • 79. Appendix Mat Clayton’s Social Design Presentation: http://www.slideshare.net/matclayton/mozcon-seattle-2011-social-design John Doherty’s Notes on Mat Clayton’s Presentation: http://www.johnfdoherty.com/social-design-how-to-co-mingle-social-features- earn-traffic-mozcon/ Facebook Open Graph Protocol Reference: http://developers.facebook.com/docs/opengraph/ Google Analytics Custom Variables: http://code.google.com/apis/analytics/docs/tracking/gaTrackingCustomVariabl es.html My Keyword-Level Demographics Post on SEOmoz: http://www.seomoz.org/blog/keyword-level-demographics My Code Repository: http://www.ipullrank.com/code/keyword-demographics My Whiteboard Friday on Link Building Using Social Media http://www.seomoz.org/blog/scalable-link-building-using-social-media- whiteboard-friday

Notes de l'éditeur

  1. You might have heard of it.FB:admin allows you to get the data of any logged in user that comes to your site providing you can convince them to opt-inMat Clayton - MixcloudPandora does this when you sign up before you give them any info and uses your data to inform the music genome
  2. The same way otherwise won’t know anything definitive about your users unless there is some sort of information gathering transaction you didn’t know anything about me.But with Facebook you know a ton about me, and if you implement FB:admins you have access to just as much data dynamically for any user that opts-in
  3. searchRef is the function that grabs the keyword from the referrer and keeps track of it. Requires the sessvars.js getFBdemos grabs the data from FB
  4. This is the code for pushing the data to custom segments in GAYou only get 5 custom segments in GA, so choose the data most important to you. I keep track of the referrer, A/S/L, and FB 3rd party ID but you can go for any of the data that the user makes available.
  5. This is the code for pushing the data to custom segments in GAYou only get 5 custom segments in GA, so choose the data most important to you. I keep track of the referrer, A/S/L, and FB 3rd party ID but you can go for any of the data that the user makes available.
  6. This is the code for pushing the data to custom segments in GAYou only get 5 custom segments in GA, so choose the data most important to you. I keep track of the referrer, A/S/L, and FB 3rd party ID but you can go for any of the data that the user makes available.
  7. Once you’ve determined the demographics and the ownership you can prepare messaging (using JavaScript so it’s not cloaking) that directly targets those demographics and improve conversion.This is all stuff you can do right now for free. Sure you could use ComScore and Quantcast data and accomplish the same thing but that data is broad, this data is specific and granular.
  8. Once you’ve determined the demographics and the ownership you can prepare messaging (using JavaScript so it’s not cloaking) that directly targets those demographics and improve conversion.This is all stuff you can do right now for free. Sure you could use ComScore and Quantcast data and accomplish the same thing but that data is broad, this data is specific and granular.
  9. Wait how’d that get in there?
  10. You can figure out what persona truly owns the given keyword or if there is a demographic outside of the 4 you’ve determined.