Novelists build characters before writing a book. They know the characters inside and out, their likes and dislikes and the words they would use in any situation. Ironically, search engine marketers
need to do something similar before building a campaign. They need to know the likes and dislikes of their audience, along with keywords they might search on to find products or services. Erez Barak
gives us five steps to build a search persona for running an SEO campaign.
Read the whole story at Search Engine Watch »
