The Power of Persuasion: Using Buyer Personas to Increase Relevance (#CZLNY)

by Janae Derusso
Search is traffic. We need traffic. But what’s better? More traffic? Better traffic? Both? Confused yet? Grant Simmons, vice president of search marketing at, wants us to define “better.” Personas are a tool to help in strategy development, tactical execution and measurement of outcomes. They help us inform who we want to reach – and who we want paying attention to our brands.Read the full article