Creating Website Personas and Mapping Them to Problems, Solutions, and Keywords

Today’s Training Will Cover
Example
Personas
The What
and Why of
Personas
Keyword
Research for
Personas
Copyright 2018 Web Savvy Marketing, All Rights Reserved

Successful website design isn’t just about
colors, fonts, and content.
Good design is about asking the right
questions and making sure those questions
apply to your website visitors.
!

It’s about finding solutions to your website
visitors’ problems.
It’s about mapping a journey for your visitors and
creating clear paths for them to follow.
!

Successful website design isn’t about you.
Focus on your visitor and how your website
can help them locate the right information and
encourage them to take action.
!

The Importance of Personas
◉ Different groups of people have different problems.
◉ Because they have different problems, they have different needs.
◉ With different needs, comes different answers or solutions.
◉ With varied answers, you derive different terms and phrases the group or
persona would use to search for their solutions.
◉ By viewing different groups and creating seed keyword lists for each
group, you exponentially expand your keyword universe and
opportunities to rank in search.

Questions About You
Who You Are
How would you describe your business to a potential client?
What You Do
How would you describe your product or service offering?
What Are Your Differentiators
What sets you apart from your competition?

Questions About Who You Serve
◉ Are they men or women?
◉ Are they kids, teens, adults, or baby boomers?
◉ Are they consumers or businesses?
◉ Are they universities, enterprise level companies, or small business?
◉ Are they tech savvy or new to an industry based topic?
◉ Do they exist in certain departments like IT, accounting, or manufacturing?
◉ Do they have different positions like entry level, manager, or c-level executive?
◉ Do they speak different languages?
◉ Do they live in different regions?
◉ Do they have different budgets and desired price points for goods and services?

Defining Your Personas
◉ A B2C company will have personas that include characteristics like
gender, age, education level, or geography.
◉ A B2B company will have personas that include characteristics like
industry, management level, and organizational department.
◉ Regardless of B2B or B2C segmentation, defining a website’s visitor
personas will help place prospective users in a box which in turn will help
you speak to them in their language.
◉ That last part is important for SEO.

Do You Have Persona Groups?
◉ Age or gender
◉ Income level
◉ Geography
◉ Professional position, occupation, or department
◉ Industry
◉ Business size
◉ Stage in the buying cycle
◉ Product or service type
◉ Customer status – suspect, prospect, new customer, repeat customer

Documenting Persona Data
◉ Name
◉ Description
◉ Drivers, goals, and/or objectives
◉ Frustrations, challenges and paint points
◉ Needs
◉ Decision process and criteria
◉ Purchase obstacles
◉ Marketing channels

Asking Questions is Key
◉ Who do you help?
◉ What are their individual objectives and goals?
◉ What problems do your visitors have?
◉ What specific issues do they struggle with?
◉ What questions do they want to ask?
◉ How can your products, services, or content help resolve these issues?
◉ How can your products, services, or content help them reach their goals?
◉ What content do you have to help answer these questions?

Personas for An App Provider
◉ A mom is going to look for apps that help her protect her
children or monitor her teen’s internet usage.
◉ A teen is going to look for apps that help avoid a parent
monitoring them. They’ll seek out new apps, cheat codes, or
extensions to keep their parents away.
◉ A dad is going to look for something to keep both mom and
teenager happy.

Personas for an Online Shoe Store
◉ 10-year-old boy – searches for “cool sneakers”
◉ 16-year-old girl – searches for “kim kardashians shoes” or
maybe “trendy shoes in 2018”
◉ 45-year-old woman – searches for “comfortable dress
shoes” because she goes straight from work to her kids’
football practice
◉ 55-year-old man – searches for “size 13 extra wide shoes”

Personas Overview
Persona #1 Persona #2 Persona #3 Persona #4
Goals
Challenges
Needs

Basic Mapping of Personas
Persona #1 Persona #2 Persona #3
What products or
services would this
persona purchase?
What words or phrases
might this persona use
to describe your
products or services?

Let’s Explore Some Well
Known Fictional Characters
and Look at What Makes Their
Personas Unique

Winnie the Pooh
Description Likes his pals in the Hundred
Acre Wood and is always
helping. Pooh loves honey.
Goals Maximizing honey collection,
Sleeping, spending time with
friends.
Frustrations &
Challenges
Controlling his impulsiveness,
weight gain, and binge eating.
Needs Stay on task
Replenish honey

Tigger
Description Tigger is energetic and a
creator of mishaps, while also
being loving and highly social.
Goals Bouncing, eating ice cream
sundaes, teasing Rabbit,
tracking Backson
Frustrations &
Challenges
Phobia of heights
Doesn’t like baths and honey
Needs Impulse control, Backson tips
and tricks, cure height phobia

Piglet
Description Shy and a bit cowardly, yet
helpful and heroic. Struggles
with anxiety.
Goals To become brave, spend time
with his friends, be helpful.
Frustrations &
Challenges
Doesn’t like danger, the dark,
being small, or Woozles.
Needs Confidence
Woozle defense

Rabbit
Description A bit compulsive and bossy.
Also gets irritable quickly.
Goals Staying organized, growing his
garden, keeping his house
clean.
Frustrations &
Challenges
Tigger bouncing through his
garden, messy friends, bugs.
Needs Garden tips, keeping Tigger out
of his garden, avoiding bugs.

Personas Overview
Pooh Tigger Piglet Rabbit
Goals
Honey
Sleeping
Friends
Bouncing
Sundaes
Teasing Rabbit
Tracking Backson
Become brave
Friends
Be helpful
Organization
Growing his garden
Cleaning his house
Challenges
Limited honey
Impulse control
Binge eating
Weight gain
Phobia of heights
Baths
Locating Backson
Anxiety
Fear of the dark,
Being small
Tigger in garden
Messy friends
Bugs
Needs
Honey source
Weight loss
ADHD therapist
Impulse control
Backson tips
Acrophobia therapist
Confidence builder
Woozle defense
Anxiety therapist
Garden tips
Bug control
OCD therapist

Possible Keywords by Personas
Pooh Tigger Piglet Rabbit
Local honey
Buy honey online
Where to buy raw honey
Honey products
Bouncing
Bounce games
Bounce trampolines
Where to get bouncy balls
Become brave
Low self esteem
Home to build self confidence
Boost confidence
Home organization ideas
Home organization products
Home organization tips
Eating disorders
Binge eating help
Compulsive eating
Bulimia Nervosa
Backson tips and tricks
Catching Backson
Where to find Backson
How to catch a Backson
Woozle defense
How to hide from Woozles
Woozle weapons
Gardening tips
Garden design plans
Vegetable garden planner
Garden defense owl
ADD vs. ADHD
ADHD therapist
Does honey cause ADHD?
Fear of heights symptoms
Fear of heights cure
Overcoming phobias
Acrophobia therapist
Anxiety symptoms
Panic attacks
Anxiety treatments
Anxiety therapist
Obsessive compulsive disorder
OCD causes
OCD symptoms
OCD treatment
OCD therapist

Let’s Find Even More Keyword
Options with KW Finder

Don’t Forget the Customer Journey!
Awareness – Pooh realizes he has an issue
with excessive eating, but doesn’t yet know
what it is or what it means to him.
Consideration – Pooh starts to search for
causes, symptoms, and possible treatment
options for compulsive eating.
Purchase/Decision – Pooh searches for
possible therapists and schedules first
appointment.

Don’t Forget Search Intent!
Navigational – Navigational searches are performed with the intent of
surfing directly to a specific website. These are direct searches for a
brand, company, website, or a person.
Informational – This is the largest category and typically represents
people looking for quick answers like recipes, sports scores, local
weather, the cure to their current ailment or illness.
Commercial – Investigational searches leading up to a purchase that
help a buyer find information.
Transactional – These searches are largely for purchases or completing a
task such as signing up for a service.

Bringing it all Together
Awareness Consideration Decision
Pooh realizes he has an issue with
excessive eating, but doesn’t yet
know what it is or what it means.
Pooh starts to search for causes,
symptoms, and possible treatment
options for compulsive eating.
Pooh searches for possible support groups,
therapists, or treatments in an effort to
schedules his first appointment and seek help.
Weight gain
Bear weight gain
Overweight bears
Eating problems
Uncontrollable eating
Obsessive eating
Food addiction
Honey addiction
Food addiction in Pooh bears
Overeating symptoms
Do I have an eating disorder?
Eating disorder facts
Eating disorder statistics
Eating disorder resources
Reasons for binge eating
What causes binge eating?
Stop compulsive eating
Control obsessive eating
How can I stop binge eating?
Treating eating disorders
Choosing a treatment center
Binge eating support group
Binge eating therapy
Registered dietitians
Eating disorder counseling
Physicians who specialize in eating disorders
Eating disorder therapist
Psychologist for food addiction
Eating disorder psychiatrists
Food addiction specialists
Therapy for overeating
Eating disorder treatment centers

Hundred Acre Wood Psychology Office
Dr. Christopher Robin

Possible Sitemap for
Hundred Acre Wood Psychology Office
Home Page
About Disorders
Treated
ADHD Acrophobia Anxiety
Causes Symptoms Treatments
Compulsive
Eating
Depression OCD
Treatment
Options
Art Therapy
Cognitive
Behavioral
Therapy
Equine Therapy Exposure
Therapy
Interpersonal
Psychotherapy
Patient FAQs
Contact

Anyone have
questions?

Anyone have
questions?RebeccaGill.com
diySEOcourses.com
Web-Savvy-Marketing.com

Creating Website Personas and Mapping Them to Problems, Solutions, and Keywords

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