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SMX West – Creating Personas for Content

I am so honored to be a part of SMX West this year. Just like last year, I am being asked to present on the subject of Personas. Ever since Panda (April 2011), the subject of personas has become en vogue again.

Here is the panel and session title.

Using Personas To Bridge the Gap Between Search and User Experience
Personas are a way to model the basic types of visitors you expect on your site and tailor an experience to meet their needs. To be successful, you must truly understand the needs of your customers, and "get into their heads" to model optimal online paths to satisfy them. This session looks at how personas can be a powerful tool for attracting and converting customers through organic or paid search campaigns.

Speakers:

Rudy De La Garza, Corporate Search Engine Optimization, Bankrate.com (@RudyDeLaGarza)
Vanessa Fox, Contributing Editor, Search Engine Land (@vanessafox)
Daniel Lemin, Consultant, Social Studio (@Social_Studio)
John Zoglin, Practice Lead – Digital Marketing Services, IBM (@jzoglin)

Old time SEOs like me have been using personas ever since keyword suggestion tools were available. Personas are nothing new. The advertising and publishing world has been using these for many years. The difference now is the tremendous amount of free data that is available to validate the assumptions.

My presentation at SMX West in San Jose this year will focus on the uses of personas across the organization. I will give specific examples and techniques for using personas in Design, Content and Product workflows.

So if any of you can be in San Jose next week, try and attend SMX West. It's truly the advanced SEO conference of the year.


SMX West Speaker

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