<< by on September 13th, 2011
Want to take users from the search box all the way to conversion? Vanessa Fox, Michael King, and Lena Flanigan define a clear process that takes business goals and search data and turns them into guidelines for creating a user experience that leads users all the way through their online process. This presentation rocked.
SEO and UX overlap! Integrate usability into your SEO and identify searcher personas to test.
1. Clarify Business Goals with the company you are working for before beginning any SEO project.
- What is the project goal (what is success to you)?
- What is the brand objective (how do you want to be perceived)?
- What is your value proposition (what do you offer)?
2. How do you want to achieve the goals? What do you want people to do?
Using sticky notes: Include the person and the goal (or activity or action or problem)
IE. Office workers who just wants to find the documents she needs or IT guy assigned to install the new software.
These notes are compiled into clusters like Vanity, Professions, Geo and Job Type, Newbies, Dabblers, Experienced Practitioners…
This data helps understand the audience better and based on business goals can eliminate people that aren’t going to convert for you at any point or conversely, find the people whose information needs to be easily found on your site.
Final structure defines: tasks to accomplish, sample search queries (keyword research), what we can provide to help her accomplish her task, what else can we offer her that she isn’t searching for, what we want them to do (business goal), why she’ll do it (motivation) and success metrics (measuring ROI).
Metrics – clusters of queries mapped back to personas and tasks and map behavior on site with Google Analytics.
Typically in search marketing we can get stuck looking only at information, transactional, and navigational keywords. But we are digital strategists (not just SEOs)!
People search to fulfill a need and search listening tools like SocialMention are useful in distilling the conversation in social media down to the need states of the people talking.
Define the top 4 personas and align those with social mentions and keyword research.
Create targeted messaging to resonate with your personas with the goal of maximizing conversion. Facebook advertising is a good venue for targeting your message to the people that are already talking about relevant topics.
Personas can also be used for link building as written by Justin Briggs.
Test which target persona converts best with your messaging and then work to focus targeting to that persona.
Connecting search to eventually drill down to keyword-level demographics is key.
“If you don’t take care of your customers, someone else will…”
Do customer studies to find real insight beyond what you can think of off the top of your head.
When creating any strategy – redesign, SEO, social profiles, FB ads – Searcher personas are important to define.
It is very imporatnt to look at search personas and assign search queries those users might be performing to figure out SEO efforts.
Conversion rates improve as you focus and target your actions to your actual user not just high keyword search volume.
Build customer loyalty as the user is satisfied when they get to your site and find what they need quickly.
To gain more insight on this session follow #SMX and #14D on Twitter.