Personas are a challenging topic. The connected flower-child type marketers love to relate to their visitors in a personal way, but personas turn human insights into strategies and tactics. This feels manipulative to them, and they quickly return to their propaganda-like slogans: “We love our customers.” Zombie-eyed analyst types generally can’t be bothered with personas. “The answers are in the data,” they say, in the same tone that Gollum used when referring to his “precious.” Personas are, well, personal to every business. You can’t cheat off of anyone else’s paper when putting them together. Whether you’re going to spend 30 minutes dashing off what you know about your online visitors or invest in a full workup to hack your company’s intelligence, you have to do the work. You can’t borrow from someone else’s case study. There is one exception, and this visitor may be on your site as you read this. I’m going to use a persona to help you relate to Googlebot. All of the components are here. Note: I’m sure those of you experienced in SEO could add to this persona. Please do so in the comments. Demographics Education: Ph.D. in Kindergarten Gender: Male. Definitely male. Description While…
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