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SEO: Getting Personal
The document discusses how personalization and dynamic content are becoming increasingly important on websites. It notes that 52% of marketers see content personalization as critical and 75% of consumers like it when brands personalize their content. However, personalization can create issues for search engine optimization as dynamic URLs and content are more difficult for search engines to index than static pages. The document provides tips for SEOs to help address these personalization and SEO challenges, such as using static URLs when possible and submitting accurate sitemaps.
In this document
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Introduction to personalization in SEO, highlighting its importance, with 52% of marketers considering it critical.
75% of consumers appreciate personalized content; humorous insight: 13% would give up sex for tailored information.
78% of CMOs believe personalized content is the future and plan to increase investment in this area.
Personalization extends beyond eCommerce; online experiences are rapidly becoming uniquely tailored for users.
Issues with dynamic URLs and the importance of static URLs for SEO; techniques for managing content.
Discusses the challenges of site migration and importance of protecting traffic, emphasizing SEO considerations.
Aligning new brand strategies with SEO; excitement over implementing personalized messaging for customers.
The necessity for SEO to be part of discussions as more content becomes dynamic.
Creating personas based on keyword intent and optimizing content using GA audience segmentation.
Final remarks and thank you note.
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SEO: Getting Personal
- 1.
- 2. Kirsty Hulse @kirsty_hulse Founder@manym1nd5 The digital marketing agency made up of some of the world's best independent experts
- 3. http://conversionxl.com/web-personalization/ Personalisation The real-time individualization ofa site; it’s products and/or content, to suit each visitor’s unique needs and guide them through a custom conversion funnel.
- 4. The internet isbecoming increasingly personalised 52% of marketers see content personalization as critical http://conversionxl.com/web-personalization/
- 5. http://conversionxl.com/web-personalization/ http://raconteur.net/business/customers-want- personalised-content-and-data-driven-commerce 75% of consumerslike it when brands personalise their content
- 6. 13% of consumerswould give up sex for a month to receive information that interests them http://raconteur.net/business/customers- want-personalised-content-and-data- driven-commerce
- 8. It’s where investment is… 78%of CMOs think personalised content is the future and plan to increase investment
- 9. Not just ecommercesites… http://openaccess.city.ac.uk/1067/1/thurman-schifferes-future-of-personalization.pdf
- 10.
- 11. The rise ofangularjs Stack Overflow tags referencing frameworks over time Single-page apps load a solitary HTML page into a browser & update content dynamically, which can creates fluid UX & flashy interactions BUT If your website presentation layer is generated by AngularJS, the URLs may be difficult to define, and deep linking might not be possible. http://aimconsulting.com/single-page-web-apps-angular-js-immensely-popular-right-business/
- 12. Ultimately, online experiencesare becoming uniquely tailored to you. Quickly
- 13. There’s one tinyproblem with this http://conversionxl.com/web-personalization/
- 14.
- 15. Links, static URLs,content, queries, traffic, indexation….
- 17. We’re normally soagile
- 19.
- 20. “It’s always advisableto use static URLs as much as possible”
- 21. Sites do rankwith dynamic URLs http://www.argos.co.uk/static/Browse/ID72/33010534/c_1/1%7ccategory_root%7cBaby+and+nursery%7c33005732/c_2/2%7 c33005732%7cSleep%7c33008394/c_3/3%7ccat_33008394%7cTravel+cots%7c33010534.htm
- 22. Include hard-coded textlinks behind dynamic content Submit accurate sitemaps Keep both static and dynamic URLs short Make AJAX crawlable Create static URLs that link to the same content as each dynamic URL. https://econsultancy.com/blog/66827-penalisation-for-personalisation-google-dynamic-content-seo
- 23. “We'll admit it,moving is never easy […] web reputation falls off the truck in the process.”
- 24. If it wereup to us; no site would ever migrate, but that’s unrealistic, so we help people protect their traffic. It’s a service we sell
- 25. YES! I loveour new brand strategy I can’t wait to see our new identity We’ll need to speak to SEO about any changed we make to the site
- 26. YES! I’m so excitedto give our customers personalised messaging Me too!
- 27. As more contentbecomes dynamic; SEO needs to be part of that conversation
- 29.
- 31. http://labs.linkdex.com/term-tagger/ Understand the intentbehind keywords
- 32. Create personas andjourneys based on keyword topics http://www.slideshare.net/SearchMarketingExpo/persona-driven-keyword-research-by-michael-king
- 33. GA Audience segmentationto optimise content for personas
- 34. Tools to playwith
- 35.