Getting Them There and Keeping Them There: Using Business-driven Personas to Create Holistic Search and Experience Strategies

Vanessa Fox (Nine By Blue)
Location: Empire West
Please note: to attend, your registration must include Workshops.
Average rating: ***..
(3.20, 10 ratings)

Search acquisition and search engine optimization (SEO) aren’t about getting eyeballs to show up at your site, they’re about getting the right visitor to your site and keeping them there. Vanessa Fox is a search acquisition superstar, and Tamara Adlin is the shizzle when it comes to practical, business-driven persona methods and user experience strategies.

In this workshop, Vanessa and Tamara combine forces to show you a practical, step-by-step method that starts with clarified business goals and ends with actionable search and user experience strategies. Vanessa and Tamara have long understood that the work they do overlaps, and they’ve finally done something about it. Tamara will show you a practical, step-by-step method to get clarity on business goals and develop quick, ad hoc personas that capture the key goals, needs, and questions of your target users. Vanessa will show you how to use these personas to create a user-centered SEO action plan, and they’ll both present ideas on how to use their combined toolsets to drive key design, and re-design, decisions.

Photo of Vanessa Fox

Vanessa Fox

Nine By Blue

Vanessa Fox, called a “cyberspace visionary” by Seattle Business Monthly, is an expert in understanding customer acquisition from organic search. She shares her perspective on how this impacts marketing and user experience and how all business silos (including developers and marketers) can work together towards greater search visibility at

She’s also an entrepreneur-in-residence with Ignition Partners and Features Editor at Search Engine Land. She previously created Google’s Webmaster Central, which provides both tools and community to help website owners improve their sites to gain more customers from search. Her book, Marketing in the Age of Google, provides a blueprint for incorporating search strategy into organizations of all levels.

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Picture of Vanessa Fox
Vanessa Fox
10/15/2010 8:05am EDT

If anyone needs the spreadsheets and hasn’t yet received from me in email, send me a note at and I’ll get them over to you. Thanks!

Blake Cabot
10/05/2010 7:17pm EDT

Can you pls post the slides

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