We all know the importance of creating original content, but the reality is, it’s hard.
As marketers accumulate information about customers, it is also important to identify common characteristics and patterns to help guide messaging, engagement and offers. Behaviors that contribute to your business objectives like, sales, advocacy, sharing, referrals and repeat business might contribute to your understanding of an “ideal” customers that can be characterized as a persona: Admin Bob – Influences the CEO on software purchases and cares about price, service and speed. Being able to identify your “best” customers also means there’s another end to the spectrum: patterns that reflect undesirable customer behaviors and an “avoid” persona: Gatekeeper Jane – Maintains power by filtering information to the CEO about software purchases.
Remember the good ol’ days of high school where there were particular “groups” of people? In my school, the majority of people were either jocks, nerds, preppies or freaks (stoners).
There are a million rules for search landing page design. You have to optimize the content and decide whether more stuff is better or worse for conversion.
When creating a search-engine friendly website, do you follow the principles of user-centered design, usage-centered design, or both? Please visit Search Engine Land for the full article.
Do SEO professionals use eyetracking usability studies as a link-juice fad? Can eyetracking tests yield useful information about Web searchers?
With one persona, copywriters and designers will gain a better understanding of Googlebot and do a better job of creating a site that will appeal to him. Please visit Search Engine Land for the full article.
When you optimize your website for search engine visibility, who are you targeting? The statistically average web searcher?