Market segmentation is a basic tenet of marketing that has long been ignored by SEOs. And that's okay, because for a long time working on the keyword-level of abstraction was enough. In fact, you can still do SEO and marketing in any other channel without ever having the idea of market segmentation cross your mind despite (not provided), Hummingbird, and a whole host of changes Google is forcing as of late. That is… if you enjoy 0.04% conversion rates. Right. There have been many posts about personas in the wake of the methods I've popularized for SEO, but nothing that truly walks through the process with data or gives context into how measurement has matured. In this post I'll go into detail about these approaches, giving frameworks and step-by-step instructions on how to build and use personas.