Slides 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.

1. SEO + Segmentation =
Rocket Fuel for the Customer Journey
Jori Ford
Rosetta
Director Paid, Owned, Earned Media
Chicago • November 4–7, 2013 • #SESCHI @SESConf

2. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
SEO, SEGMENTATION, & THE CUSTOMER JOURNEY
BUILDING ON THE BASICS
@chicagoseopro
Image courtesy of digitalart & freedigitalphotoes.net

3. Chicago | November 4–7, 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 4–7, 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 can’t be
identified by
demographic
– They can be identified by
intent
@chicagoseopro

5. Chicago | November 4–7, 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 4–7, 2013 | #SESCHI | @SESConf
SEO + SEGMENTATION = ROCKET FUEL FOR THE CUSTOMER JOURNEY
CUSTOMER CENTRIC PLANNING
@chicagoseopro
Image courtesy of digitalart & freedigitalphotoes.net

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

9. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Step 3: Intention Mapping
Conversion
Discovery
I want a
laptop…which
one should I
buy?
“best laptops”
Consideration
It’s 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 4–7, 2013 | #SESCHI | @SESConf
SEO + SEGMENTATION = ROCKET FUEL FOR THE CUSTOMER JOURNEY
SEO: KEYWORD RESEARCH &
LANDING PAGE MAPPING
@chicagoseopro

11. Chicago | November 4–7, 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 4–7, 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 4–7, 2013 | #SESCHI | @SESConf
Let’s be shop.nordstrom.com
Who: holiday
shoppers
Product: men’s winter
accessories
When: Consideration
@chicagoseopro

14. Chicago | November 4–7, 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 4–7, 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 4–7, 2013 | #SESCHI | @SESConf
Create Starter Seed List
@chicagoseopro

17. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Landing Page Mapping & Optimization
@chicagoseopro

18. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
SEO + SEGMENTATION = ROCKET FUEL FOR THE CUSTOMER JOURNEY
GIVING CUSTOMERS WHAT THEY
EXPECT
@chicagoseopro

19. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Discovery – “mens winter accessories”
North Face does
a good job
@chicagoseopro

20. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Consideration – “north face mens
winter accessories”
Where’s Nordstrom.com?
@chicagoseopro

21. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Conversion – “north face mens etip
gloves”
@chicagoseopro

22. Chicago | November 4–7, 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 4–7, 2013 | #SESCHI | @SESConf
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.
KEY TAKE-AWAYS
SEO + SEGMENTATION = Rocket Fuel for the Customer Journey
@chicagoseopro

24. Chicago | November 4–7, 2013 | #SESCHI | @SESConf
Let’s Connect…
http://www.linkedin.com/in/chicagoseopro
@chicagoseopro
E: jori.ford@rosetta.com
http://slidesha.re/1bbqbpN
Thank You…..Now Ask Questions!
@chicagoseopro