The document discusses how to effectively meet audiences by understanding their needs and perspectives. It provides tips on using search data to categorize common tasks or questions, and mapping those tasks to website pages that directly answer or solve the issue. When designing pages, the content should actually answer the question being asked and provide a compelling call to action to motivate users to convert. The overall message is that websites should be designed with the user's goals and search behaviors in mind.

1. MEETING AUDIENCES
WHERE THEY ARE
@vanessafox

2. W h o A r e T h e s e A u d i e n c e s ?
W h a t D o T h e y Wa n t ?
W h e r e A r e T h e y ?
H o w D o Yo u M e e t T h e m ?
( A n d w h o a r e y o u , a n y w a y ? )

3. Who are you?? What do you want?? But why??

4. WHERE IS KASBAH TAMADOT ?
4

5. 5

6. 6

7. 7

14. LO O K I N G F O R S T U D E N T A I D
• http://studentaid.ed.gov/PORTALSWebApp/students/english/index.jsp
• http://www2.ed.gov/fund/grants-college.html
• http://www.students.gov/STUGOVWebApp/Public
• http://www.college.gov/wps/portal/college?WCM_GLOBAL_CONTEXT=/
wps/wcm/connect/college/college/howtopay/howtopay

24. U S I N G S E A R C H E R P E R S O N A S
• Google Trends
• Google AdWords Keyword
Planner
• Wordtracker Questions Tool
• Google Correlate
• Bing Keyword Research Tools
• Compete
• Quantcast
www.marketingintheageofgoogle.com
The Essential Personal
Lifecycle
Tamara Adlin and
John Pruitt
www.marketingintheageofgoogle.com

25. G O O G L E T R E N D S

26. G O O G L E A D W O R D S : C O M PA R E VO LU M E S
26
Advanced Yoga: 5,720 Beginning Yoga: 101,277

27. C LU S T E R R E L AT E D TO P I C S : C R E AT E P E R S O N A S

28. 28
C A S UA L C A S S A N D R A
Task
Cassandra
Wants to
Accomplish
Sample Search
Queries
How We Can Help Her
Accomplish Her Task
What Else We Can
Offer Her
Related
Business Goal
What Motivates Her Success metrics
I want to do
yoga at home
/ not in a
studio
yoga dvd
yoga video
yoga books
Engaging heading about
how site is like DVDs,
videos, and books (but
better) and shows video
gallery
Save and track
progress. Professional
advice on best videos
for you. Beyond
beginner,
intermediate,
advanced. Easily
accessible at home.
Watch a video
Register
• It’s free to try
• It’s easy
• Customized for
her level
• Can start and
stop and
progress is
saved
• # videos
watched
• # pages viewed
• Registration
• Return/login
I want online
yoga videos
yoga online
yoga classes online
yoga online
workouts
…
Show videos organized
into beginning,
immediate, advanced
with progression
One stop shop for yoga
videos. Not all
teachers are created
equal. Save and track
progress.
Customizability/person
alized advice.
Watch a video
Register
• Free to try
• Lots of content
• Air of authority
• Monitoring
progress
• Centralized
resource
• # videos
watched
• # pages viewed
• Registration
• Return/login
I’m looking
for a specific
yoga pose
yoga poses
yoga postures
yoga asanas
child’s pose
corpse pose
Specific videos / articles
related to single poses
Browsable library of
poses
Multiple definitions at
different levels of detail
We can also give you
full workouts with each
pose. We can give you
beginner to advanced
training. You can track
your mastery of poses.
View pose
pages
Additional page
views
• Easy, accurate,
comprehensive
• Access to a full
browsable library
• Return visits
• Sharing
• Watching
second video
(after searched-
for video)
I have a
specific
question
about yoga
what is difference
between pilates and
yoga?
can yoga help with
fibromyalgia?
can you do yoga
when pregnant?
Comprehensive blog /
knowledge base
Discussion / ask the
expert
Try it now! Videos
related to questions.
This is the place to get
all your yoga questions
answered.
View FAQ/blog
pages
Additional page
views
• It’s free to come
back
• Comprehensive
and credible
(testimonials)
• There’s a live
person to ask
• Return visits
• Reading more
than one article
• sharing
• Subscribe to
RSS
• Watch a video

29. T H E S E A R C H F U N N E L
1. Search
2. Search
Result
3. Page
Content
4.
Conversion

30. 1 . TA S K A N D R E L AT E D S E A R C H E S
“I want more information about yoga”

31. 2 . S E A R C H R E S U LT S

32. D O N ’ T M A K E M E T H I N K

33. 3 . D O E S T H E PA G E A N S W E R T H E Q U E S T I O N ?
33

34. D O E S I T R E A L LY A N S W E R T H E Q U E S T I O N ?

35. 4 . C O M P E L L I N G C A L L TO A C T I O N

36. U S E S E A R C H DATA TO M OT I VAT E C O N V E R S I O N

37. 1 2
3
4

38. GETTING STARTED

39. B R E A K I N G N E W S : G O O G L E T R E N D S
https://www.google.com/search?tbs=cdr:1,cd_min:9/10/2013,cd_max:9/10/2013&q=iPhone+5S

40. B R E A K I N G N E W S : G O O G L E N E W S

41. R E L AT E D T E R M S : TO P A N D R I S I N G

42. G O O G L E T R E N D S : R E G I O N A L I N T E R E S T

43. P R E V I O U S 1 2 M O N T H S

44. P R E V I O U S 3 0 DAY S

45. B E YO N D B R E A K I N G N E W S

46. T R E N D S F O R O V E R A L L I N T E R E S T

47. R E L AT E D TO P I C S

48. ADWORDS KEYWORD PLANNER
https://adwords.google.com/ko/KeywordPlanner

49. D E TA I L S F R O M A D W O R D S

50. R E V I E W E A C H PA G E

51. LO O K AT H E A D L I N E S
51

52. • Your potential customers want to accomplish their tasks, not
hear about how awesome you are
• Use search data to learn more about what your customers are
searching for and the language that are using
• Categorize search query data into tasks and map each task to a
page on your site
• Does each page solve the customer problem?
• Does each page providing a compelling call to action that
motivates the user to convert?
USING SEARCH DATA EFFECTIVELY