Recap of the State of Search Dallas Conference 2015

Editor's Notes

1. If the experience journey has a good number of touchpoints, then it becomes hard to highlight every touchpoint in the experience map. The map would start to lose focus and meaning. Instead, we start with a touchpoint inventory, cataloging all touchpoints a customer has with the product or service, great and small. But, beyond some logical groupings I don’t worry how they relate to each other, save for identifying the nature of each touchpoint or the phase in which it lives.
2. The Lens: a summary of the persona – overarching principles such as design principles or a value proposition – when looking at the journey ask yourself if if matches up to the core principles The Journey Model: illuminate the most important dimensions – transition from phase to phase or switching between different channels. Qualitative Insight: doing, thinking, feeling, the doing being the customer journey, the thinking being can I use this? Will this work? Feeling will be frustration, sadness, confusion Quantitative: only 10% encounter this touchpoint while 70% encounter this touchpoint Takeaways: the map is meant to be a catalyst not a conclusion, the takeaways drive the next phase of the design or the strategy – identifying opportunities, pain points, and call to actions.
3. Pick a couple of people from the CRM database that represent the ideal customer – affinitize their common traits and get rid of outlying personal attributes that may not apply to the segment at large: Places to find this information: existing primary research. Crm data, social profiles of similar people, experienced sales team members, keywords & terms analysis, content audits, competitive audience research, email marketing analytics, nielsen prizm, magazine media kits, social analytics (followerwonk, facebook insights, social mention) help desk emails, support tickets
4. Part 1. Start with a questionnaire – completed by client or stakeholder, what are the products and service and cats these fit into. . what is the usage scenario, what are the industries how, what are the geographic considerations, what are the customer types and personas, getting specific demographics & psychographics Persona drive Hmny.com/bootstrapped-personas –help form the questionnaire   Part 2. Extended inventory – where can we find the voice of the customer – market research interviews, the company has one way that talks about the product or service which sometimes varies drastically from what the customer calls it First source: sales & customer support logs and transcripts: zendesk, gravity forms, gmail, hubspot, customer support logs, customer chat logs, website inquiry forms, phone support transcripts, etc. Scraping relevant sites, crawl with screamfrog, clients competitors, industry groups, and ugc sites – direct competitors – industry groups Extend with surveys Part 3. Text analysis – turning research into extracted keywords sorted by frequency Used to use keyword density tools from SEO book – which can help pull out the keywords from your research http://tools.seobook.com/general/keyword-density/ ^problem can only process one URL at a time another option – meaning cloud – keyword extraction – free excel plugin – 40k request per month are free with 500 per each request rich seo’s test analysis – ruby, JS, python, cortical.io, monkeylearn, skittle.api, tableau   be prepared to scrub some data: prioritize aggressively, conduct your manual review, add what remains to your initial inventory   Part 4. The brainstorm – how do these topics interact with our business and website Brainstorming grid: map across funnel process: Awareness – small business invoicing terms Consideration – freshbooks time tracking subcontractors conversion stage – freshbooks vs. toggle time tracking Satisfaction – how do I generate an invoice from tracked time Advocacy - freshbooks referral program Now split by person Extend these across all customers and products   Now map out the actual customer lifecycle: http://Adaptivepath.org/ideas/the-anatomy-of-an-experience-map/ is an example of the touchpoints by channel use lifecycle stages and channel touchpoints to create a true UX map   Looking beyond the purchase itself: how can we build content that attracts the right audience before they need our product or service?   Take it back to your personas  
5. Relevance: Keywords in Business Name Keywords in Classic Website SEO Business Category Match Distance: Radius of Distance From City Centroid City/Zip Outline Regions Users Geolocation Prominence Relative Popularity PageRank Mentions or “Citations” PlaceRank – Popularity of Location City/Zip Outline Regions Users Geolocation
6. Relevance: Keywords in Business Name Keywords in Classic Website SEO Business Category Match Distance: Radius of Distance From City Centroid City/Zip Outline Regions Users Geolocation Prominence Relative Popularity PageRank Mentions or “Citations” PlaceRank – Popularity of Location City/Zip Outline Regions Users Geolocation
7. Relevance: Keywords in Business Name Keywords in Classic Website SEO Business Category Match Distance: Radius of Distance From City Centroid City/Zip Outline Regions Users Geolocation Prominence Relative Popularity PageRank Mentions or “Citations” PlaceRank – Popularity of Location City/Zip Outline Regions Users Geolocation
8. Relevance: Keywords in Business Name Keywords in Classic Website SEO Business Category Match Distance: Radius of Distance From City Centroid City/Zip Outline Regions Users Geolocation Prominence Relative Popularity PageRank Mentions or “Citations” PlaceRank – Popularity of Location City/Zip Outline Regions Users Geolocation
9. Relevance: Keywords in Business Name Keywords in Classic Website SEO Business Category Match Distance: Radius of Distance From City Centroid City/Zip Outline Regions Users Geolocation Prominence Relative Popularity PageRank Mentions or “Citations” PlaceRank – Popularity of Location City/Zip Outline Regions Users Geolocation
10. Multi location listing: Caliber Collision – great example of multi-location SEO – have top metro areas for easy searching on location page, all locations actually also listed on the page, a profile page for each location, Use non-brand keyword in title of location ex. Auto body shop: Colleyville location have a review us on Google badge right next to onsite location listing Title – Colleyville auto body repair & paint shop| caliber collision H1”name”>auto body shop: Colleyville location, good body text   Common Issues with Dealer Locator Systems Lack of spiderability to individual location pages (ajax –only or flash – only interfaces) No individual location profile pages All information embedded in map info boxes