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

Tamara Adlin (adlin, inc.), Vanessa Fox (Nine By Blue)
Workshop
Location: 2005 Level:
Average rating: ****.
(4.11, 9 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.

This is the first time that these two experts are presenting and teaching the ideas they’ve been working on together, so even if you consider yourself an SEO or user experience pro, you’re going to see something new.

Photo of Tamara Adlin

Tamara Adlin

adlin, inc.

Tamara Adlin is the president of adlin, inc., a user experience strategy company in Seattle. She started adlin, inc., to try to solve the real problems companies face when they try to create products people love. Her focus is on…focus! She believes that teams who can develop and stick with a crystal-clear focus on their users are in the best position to create really great products and meet their business objectives. She co-authored The Persona Lifecycle: Keeping People in Mind Throughout Product Design with Microsoftie John Pruitt, and The Essential Persona Lifecycle is hitting the shelves in May 2010. Previously, Tamara co-founded Fell Swoop, and she was a Customer Experience Specialist at Amazon.com, and before that she did user experience work at a series of startups. She has a Master’s Degree in Technical Communication from UW, and has always been fascinated with the problem of getting lots of people from different teams to communicate and work well together.

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 ninebyblue.com

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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Sponsors
  • Microsoft Corporation
  • .CO
  • Adobe Systems, Inc.
  • Ericsson
  • Germany Trade & Invest
  • IBM
  • Berlin Partner
  • blueKiwi
  • EffectiveUI
  • HP
  • Neustar, Inc.
  • OpenSRS
  • OpenText
  • PayPal
  • Pearltrees
  • The Planet
  • SOASTA

Rob Koziura
(415) 947-6111
rkoziura@techweb.com

Kaitlin Pike
(415) 947-6306
kpike@techweb.com

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