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SEO + Segmentation = Rocket Fuel for the Customer Journey

Jori Ford
Jori Ford

際際滷s from 2013 SES Chicago Conference covering how SEO strategist can utilize segmentation to increase traffic, engagement, and conversions by aligned optimization tactics to the customer journey.

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SEO + Segmentation = Rocket Fuel for the Customer Journey Jori Ford Rosetta Director Paid, Owned, Earned Media Chicago November 47, 2013 #SESCHI @SESConf
Chicago | November 47, 2013 | #SESCHI | @SESConf SEO, SEGMENTATION, & THE CUSTOMER JOURNEY BUILDING ON THE BASICS @chicagoseopro Image courtesy of digitalart & freedigitalphotoes.net
Chicago | November 47, 2013 | #SESCHI | @SESConf SEO: Search Engine Optimization Optimizing Owned assets: web site(s), profiles, microsites, video, mobile etc. to improve find-ability & visibility on search engines, across all device types. @chicagoseopro Image courtesy of kromkrathog & freedigitalphotoes.net
Chicago | November 47, 2013 | #SESCHI | @SESConf Behavioral Segments: Who You Want Key Segments to Consider: Buyer Readiness (the funnel) Occasion Benefits/Desired Outcome User Status Loyalty Status Why by Behavior: Searchers cant be identified by demographic They can be identified by intent @chicagoseopro
Chicago | November 47, 2013 | #SESCHI | @SESConf Understanding the Customer Journey Reaching Who you want, When they want, How they choose. Turns searchers into buyers. 65% Start on a Smartphone 25% Start on a PC/Laptop 11% Start on a Tablet @chicagoseopro Image courtesy of supakitmod & freedigitalphotoes.net
Chicago | November 47, 2013 | #SESCHI | @SESConf SEO + SEGMENTATION = ROCKET FUEL FOR THE CUSTOMER JOURNEY CUSTOMER CENTRIC PLANNING @chicagoseopro Image courtesy of digitalart & freedigitalphotoes.net
Chicago | November 47, 2013 | #SESCHI | @SESConf Step 1: Identify Who You Want Create target priorities based on the goal of your SEO strategy. Example Goals: a). Increase traffic to the web site b). Increase engagement c). Increase revenue @chicagoseopro
Chicago | November 47, 2013 | #SESCHI | @SESConf Step 2: Evaluate When They Want When is buyer readinessi.e. when theyre ready to purchase/convert. a). Discovery --> Traffic b). Consideration ---> Engagement c). Conversion ----> Revenue @chicagoseopro
Chicago | November 47, 2013 | #SESCHI | @SESConf Step 3: Intention Mapping Conversion Discovery I want a laptopwhich one should I buy? best laptops Consideration Its got to have a fast processor! Looks like the HP envy is a good fit hp envy core i7 2.4 ghz laptop intel i7 laptops @chicagoseopro
Chicago | November 47, 2013 | #SESCHI | @SESConf SEO + SEGMENTATION = ROCKET FUEL FOR THE CUSTOMER JOURNEY SEO: KEYWORD RESEARCH & LANDING PAGE MAPPING @chicagoseopro
Chicago | November 47, 2013 | #SESCHI | @SESConf Intent/Readiness + Primary Keyword + Segment Modifiers Each segment type has associated themes, which we can map to searcher intent. Example: Keyword Phrase(s) Readiness Segment(s) Modifier data recovery Discovery None software to recover deleted files Discovery Desired Outcome pc tools file recovery software Consideration Desired Outcome + Loyalty pc tools file recovery software update Conversion Desired Outcome + Loyalty + User Status @chicagoseopro
Chicago | November 47, 2013 | #SESCHI | @SESConf Creating Keyword Theme Targets Start with what you know. We have a target consumer (who) ex. Holiday shoppers We already know our products/services We know we want to increase engagement @chicagoseopro
Chicago | November 47, 2013 | #SESCHI | @SESConf Lets be shop.nordstrom.com Who: holiday shoppers Product: mens winter accessories When: Consideration @chicagoseopro
Chicago | November 47, 2013 | #SESCHI | @SESConf Start With Google Keyword Planner Benefits: Free Suggest Groups Provides Est. Demand Export results to CSV 1. Insert product keyword into tool. winter accessories @chicagoseopro
Chicago | November 47, 2013 | #SESCHI | @SESConf Create New Search Based on Target & Segments Brand (Loyalty Segment) Target: holiday shopper looking for winter accessories for men @chicagoseopro
Chicago | November 47, 2013 | #SESCHI | @SESConf Create Starter Seed List @chicagoseopro
Chicago | November 47, 2013 | #SESCHI | @SESConf Landing Page Mapping & Optimization @chicagoseopro
Chicago | November 47, 2013 | #SESCHI | @SESConf SEO + SEGMENTATION = ROCKET FUEL FOR THE CUSTOMER JOURNEY GIVING CUSTOMERS WHAT THEY EXPECT @chicagoseopro
Chicago | November 47, 2013 | #SESCHI | @SESConf Discovery mens winter accessories North Face does a good job @chicagoseopro
Chicago | November 47, 2013 | #SESCHI | @SESConf Consideration north face mens winter accessories Wheres Nordstrom.com? @chicagoseopro
Chicago | November 47, 2013 | #SESCHI | @SESConf Conversion north face mens etip gloves @chicagoseopro
Chicago | November 47, 2013 | #SESCHI | @SESConf Identify . Engage . Activate Knowing how to engage consumers with what they need to make a more immediate decision. SEO can use behavior segments to fuel how you target, whoever you want, at any stage in the customer journey. @chicagoseopro
Chicago | November 47, 2013 | #SESCHI | @SESConf 1. Everything should start with the customer & the goaleven SEO. 2. Segmentation is more than behavior, however, behavior based segments align best with SEO. 3. Using segments to identify intent, increases opportunity to align the customer with the right information at the right time. KEY TAKE-AWAYS SEO + SEGMENTATION = Rocket Fuel for the Customer Journey @chicagoseopro
Chicago | November 47, 2013 | #SESCHI | @SESConf Lets Connect http://www.linkedin.com/in/chicagoseopro @chicagoseopro E: jori.ford@rosetta.com http://slidesha.re/1bbqbpN Thank You..Now Ask Questions! @chicagoseopro

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SEO + Segmentation = Rocket Fuel for the Customer Journey

  • 1. SEO + Segmentation = Rocket Fuel for the Customer Journey Jori Ford Rosetta Director Paid, Owned, Earned Media Chicago November 47, 2013 #SESCHI @SESConf
  • 2. Chicago | November 47, 2013 | #SESCHI | @SESConf SEO, SEGMENTATION, & THE CUSTOMER JOURNEY BUILDING ON THE BASICS @chicagoseopro Image courtesy of digitalart & freedigitalphotoes.net
  • 3. Chicago | November 47, 2013 | #SESCHI | @SESConf SEO: Search Engine Optimization Optimizing Owned assets: web site(s), profiles, microsites, video, mobile etc. to improve find-ability & visibility on search engines, across all device types. @chicagoseopro Image courtesy of kromkrathog & freedigitalphotoes.net
  • 4. Chicago | November 47, 2013 | #SESCHI | @SESConf Behavioral Segments: Who You Want Key Segments to Consider: Buyer Readiness (the funnel) Occasion Benefits/Desired Outcome User Status Loyalty Status Why by Behavior: Searchers cant be identified by demographic They can be identified by intent @chicagoseopro
  • 5. Chicago | November 47, 2013 | #SESCHI | @SESConf Understanding the Customer Journey Reaching Who you want, When they want, How they choose. Turns searchers into buyers. 65% Start on a Smartphone 25% Start on a PC/Laptop 11% Start on a Tablet @chicagoseopro Image courtesy of supakitmod & freedigitalphotoes.net
  • 6. Chicago | November 47, 2013 | #SESCHI | @SESConf SEO + SEGMENTATION = ROCKET FUEL FOR THE CUSTOMER JOURNEY CUSTOMER CENTRIC PLANNING @chicagoseopro Image courtesy of digitalart & freedigitalphotoes.net
  • 7. Chicago | November 47, 2013 | #SESCHI | @SESConf Step 1: Identify Who You Want Create target priorities based on the goal of your SEO strategy. Example Goals: a). Increase traffic to the web site b). Increase engagement c). Increase revenue @chicagoseopro
  • 8. Chicago | November 47, 2013 | #SESCHI | @SESConf Step 2: Evaluate When They Want When is buyer readinessi.e. when theyre ready to purchase/convert. a). Discovery --> Traffic b). Consideration ---> Engagement c). Conversion ----> Revenue @chicagoseopro
  • 9. Chicago | November 47, 2013 | #SESCHI | @SESConf Step 3: Intention Mapping Conversion Discovery I want a laptopwhich one should I buy? best laptops Consideration Its got to have a fast processor! Looks like the HP envy is a good fit hp envy core i7 2.4 ghz laptop intel i7 laptops @chicagoseopro
  • 10. Chicago | November 47, 2013 | #SESCHI | @SESConf SEO + SEGMENTATION = ROCKET FUEL FOR THE CUSTOMER JOURNEY SEO: KEYWORD RESEARCH & LANDING PAGE MAPPING @chicagoseopro
  • 11. Chicago | November 47, 2013 | #SESCHI | @SESConf Intent/Readiness + Primary Keyword + Segment Modifiers Each segment type has associated themes, which we can map to searcher intent. Example: Keyword Phrase(s) Readiness Segment(s) Modifier data recovery Discovery None software to recover deleted files Discovery Desired Outcome pc tools file recovery software Consideration Desired Outcome + Loyalty pc tools file recovery software update Conversion Desired Outcome + Loyalty + User Status @chicagoseopro
  • 12. Chicago | November 47, 2013 | #SESCHI | @SESConf Creating Keyword Theme Targets Start with what you know. We have a target consumer (who) ex. Holiday shoppers We already know our products/services We know we want to increase engagement @chicagoseopro
  • 13. Chicago | November 47, 2013 | #SESCHI | @SESConf Lets be shop.nordstrom.com Who: holiday shoppers Product: mens winter accessories When: Consideration @chicagoseopro
  • 14. Chicago | November 47, 2013 | #SESCHI | @SESConf Start With Google Keyword Planner Benefits: Free Suggest Groups Provides Est. Demand Export results to CSV 1. Insert product keyword into tool. winter accessories @chicagoseopro
  • 15. Chicago | November 47, 2013 | #SESCHI | @SESConf Create New Search Based on Target & Segments Brand (Loyalty Segment) Target: holiday shopper looking for winter accessories for men @chicagoseopro
  • 16. Chicago | November 47, 2013 | #SESCHI | @SESConf Create Starter Seed List @chicagoseopro
  • 17. Chicago | November 47, 2013 | #SESCHI | @SESConf Landing Page Mapping & Optimization @chicagoseopro
  • 18. Chicago | November 47, 2013 | #SESCHI | @SESConf SEO + SEGMENTATION = ROCKET FUEL FOR THE CUSTOMER JOURNEY GIVING CUSTOMERS WHAT THEY EXPECT @chicagoseopro
  • 19. Chicago | November 47, 2013 | #SESCHI | @SESConf Discovery mens winter accessories North Face does a good job @chicagoseopro
  • 20. Chicago | November 47, 2013 | #SESCHI | @SESConf Consideration north face mens winter accessories Wheres Nordstrom.com? @chicagoseopro
  • 21. Chicago | November 47, 2013 | #SESCHI | @SESConf Conversion north face mens etip gloves @chicagoseopro
  • 22. Chicago | November 47, 2013 | #SESCHI | @SESConf Identify . Engage . Activate Knowing how to engage consumers with what they need to make a more immediate decision. SEO can use behavior segments to fuel how you target, whoever you want, at any stage in the customer journey. @chicagoseopro
  • 23. Chicago | November 47, 2013 | #SESCHI | @SESConf 1. Everything should start with the customer & the goaleven SEO. 2. Segmentation is more than behavior, however, behavior based segments align best with SEO. 3. Using segments to identify intent, increases opportunity to align the customer with the right information at the right time. KEY TAKE-AWAYS SEO + SEGMENTATION = Rocket Fuel for the Customer Journey @chicagoseopro
  • 24. Chicago | November 47, 2013 | #SESCHI | @SESConf Lets Connect http://www.linkedin.com/in/chicagoseopro @chicagoseopro E: jori.ford@rosetta.com http://slidesha.re/1bbqbpN Thank You..Now Ask Questions! @chicagoseopro