<< by Janet Driscoll Miller on October 16th, 2012
There were three GREAT and fully-packed presentations by Dana Lookadoo, Michael King and Melyssa St. Michael for this session. Really important information on personas and great stuff.
Dana Lookadoo from YoYoSEO kicked off the session with her “10 commandments for developing personas for SEO”. First and foremost, remember that personas are simply people. Audience personas fuel SEO and all other marketing efforts.
1. You shall get corporate buy-in.
There is often a misalignment of goals of buyers and employees. Do you really KNOW your buyers? How do you find out? Perform key stakeholder surveys within your company first. Understand their pain points and objections. Address concerns.
2. You shall have no other focus than your audience.
Now turn your efforts toward you audience. Some survey tools you can use to survey customers include:
But don’t just rely on surveys — pick up the phone! Identify wants, needs, and obstacles by audience type. Ask them about the ability to find information on the website, preferred media, their input to improve site, social media they use, and more.