seo + segmentation = rocket fuel for the customer journey

Chicago • November 4–7, 2013 • #SESCHI @SESConf

SEO + Segmentation = Rocket Fuel for the Customer Journey

Jori Ford Rosetta

Director Paid, Owned, Earned Media

Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@chicagoseopro

BUILDING ON THE BASICS SEO, SEGMENTATION, & THE CUSTOMER JOURNEY

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Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@chicagoseopro

SEO: Search Engine Optimization

Optimizing Owned assets: web site(s), profiles, micro-sites, video, mobile etc. to improve find-ability & visibility on search engines, across all device types.

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Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@chicagoseopro

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 can’t be identified by demographic

– They can be identified by intent

Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@chicagoseopro

Understanding the Customer Journey

Reaching Who you want, When they want, How they choose. Turns searchers into buyers.

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65% Start on a Smartphone

25% Start on a PC/Laptop

11% Start on a Tablet

Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@chicagoseopro

CUSTOMER CENTRIC PLANNING SEO + SEGMENTATION = ROCKET FUEL FOR THE CUSTOMER JOURNEY

Image courtesy of digitalart & freedigitalphotoes.net

Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@chicagoseopro

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

Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@chicagoseopro

Step 2: Evaluate When They Want

When is buyer readiness…i.e. when they’re ready to purchase/convert.

a). Discovery --> Traffic

b). Consideration ---> Engagement

c). Conversion ----> Revenue

Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@chicagoseopro

Step 3: Intention Mapping

Discovery

I want a laptop…which one should I

buy? It’s got to have a fast processor!

“best laptops”

“intel i7 laptops”

Consideration

Looks like the HP envy is a good

fit…

“hp envy core i7 2.4 ghz laptop”

Conversion

Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@chicagoseopro

SEO: KEYWORD RESEARCH & LANDING PAGE MAPPING

SEO + SEGMENTATION = ROCKET FUEL FOR THE CUSTOMER JOURNEY

Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@chicagoseopro

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

Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@chicagoseopro

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

Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@chicagoseopro

Let’s be shop.nordstrom.com

Who: holiday shoppers

Product: men’s winter accessories

When: Consideration

Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@chicagoseopro

Start With Google Keyword Planner

Benefits:

Free

Suggest Groups

Provides Est. Demand

Export results to CSV

1. Insert product keyword into tool.

“winter accessories”

Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@chicagoseopro

Create New Search Based on Target & Segments

Target: holiday shopper looking for winter accessories for men

Brand (Loyalty Segment)

Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@chicagoseopro

Create Starter Seed List

Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@chicagoseopro

Landing Page Mapping & Optimization

Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@chicagoseopro

GIVING CUSTOMERS WHAT THEY EXPECT

SEO + SEGMENTATION = ROCKET FUEL FOR THE CUSTOMER JOURNEY

Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@chicagoseopro

Discovery – “mens winter accessories”

North Face does a good job

Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@chicagoseopro

Consideration – “north face mens winter accessories”

Where’s Nordstrom.com?

Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@chicagoseopro

Conversion – “north face mens etip gloves”

Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@chicagoseopro

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.

Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@chicagoseopro

KEY TAKE-AWAYS SEO + SEGMENTATION = Rocket Fuel for the Customer Journey

1. Everything should start with the customer & the goal…even 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.

Chicago | November 4–7, 2013 | #SESCHI | @SESConf

@chicagoseopro

Thank You…..Now Ask Questions!

Let’s Connect…

http://www.linkedin.com/in/chicagoseopro

@chicagoseopro

E: jori.ford@rosetta.com http://slidesha.re/1bbqbpN