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#WTSFest
CONTEXT
BEAUTY AFFILIATE
SITE WITH 200K+
INDEXABLE URLs
There are nearly 450k products on the site
from 1,710 brands and this is growing as more
affiliates come on board. These products
include variants such as colour and size, which
sit under the same URL, depending on the
variant type.
The main aim of the site is to allow users to find
the right product at the best price.
#WTSFest | @emlruss | Slingshot Organic
ABOUT THE
PROJECT
1. The primary aim of the project was to provide the
user with information about the product that
would help them make a purchase decision.
2. The secondary aim was to ensure that this
content would help the site to rank well or at
least not jeopardise rankings
#WTSFest | @emlruss | Slingshot Organic
Why automated
text?
The site was new with no history of
content built up over time to rely on.
Thousands of new products were added
each week.
The team was lean with no outsourcing.
We had to focus on product pages to
rank for anything at all
#WTSFest | @emlruss | Slingshot Organic
WHAT INFORMATION
HELPS USERS CONVERT?
#WTSFest | @emlruss | Slingshot Organic
Ethics / Religious
considerations
Price Reviews Ingredients
#WTSFest | @emlruss | Slingshot Organic
AFFILIATE PRICE
COMPARISON
#WTSFest | @emlruss | Slingshot Organic
REVIEWS
#WTSFest | @emlruss | Slingshot Organic
ETHICS &
PREFERENCES
#WTSFest | @emlruss | Slingshot Organic
INGREDIENTS
#WTSFest | @emlruss | Slingshot Organic
ABOVE THE FOLD
CONTENT WAS LIT
#WTSFest | @emlruss | Slingshot Organic
BELOW THE FOLD CONTENT
WAS NOT SO GOOD
#WTSFest | @emlruss | Slingshot Organic
SO WE DECIDED TO USE THE
DATA WE HAD TO PROVIDE
MORE VALUE TO THE USER
#WTSFest | @emlruss | Slingshot Organic
1. What do we want
to create?
Text blocks based on ingredients
data that help the user to convert
and uses the main product name
only once.
Price and review data is fine but
ingredients data needed
unpacking further.
Fragrance notes were also added
at a later stage.
#WTSFest | @emlruss | Slingshot Organic
Because we’re making functional
statements about a product, which
don’t require complicated prose.
Multiple, fairly simple
sentence structures
Because ingredient data wasn’t just
“is vegan”, or “is cruelty-free” but
also “is dermatologically tested”.
Sentences would need to
fit together well
This would allow us to avoid multiple
very short sentences that read in a
spammy way to the user.
Sentences would need to
allow for lists
Text blocks would be fairly
short
Again, this is because the language is
functional and doesn’t require us to
wax lyrical or have a definite style.
#WTSFest | @emlruss | Slingshot Organic
BECAUSE THE OUTPUT
WAS SIMPLE, WE USED
A SIMPLE METHOD OF
TEXT GENERATION
#WTSFest | @emlruss | Slingshot Organic
CONTENT
GENERATION
PROCESS
● Affiliate feeds
● PIM/PIP bulk upload
● Manual Attribution
● Scraping
● {{product}}
● {{brand}}
● {{category}}
● {{other.Data.Stuff}}
If X = Y then action Z
DATA DATABASE RULES SOMETHING
#WTSFest | @emlruss | Slingshot Organic
“This Aromatics Elixir
body wash from
Clinique is vegan.”
INGREDIENT
PREFERENCES
TEXT EXAMPLE 1
#WTSFest | @emlruss | Slingshot Organic
“This Aromatics Elixir
body wash from
Clinique is vegan.”
INGREDIENT
PREFERENCES
TEXT EXAMPLE 1
This {{product.Name}} is {{ingredient}}.
#WTSFest | @emlruss | Slingshot Organic
INGREDIENT
PREFERENCES
TEXT EXAMPLE 1
This {{product.Name}} is {{ingredient}}.
PIM / Feed ??
#WTSFest | @emlruss | Slingshot Organic
No.
2. Do we have enough
data to create what
we want?
#WTSFest | @emlruss | Slingshot Organic
CONTENT
GENERATION
PROCESS
● Affiliate feeds
● PIM/PIP bulk upload
● Manual Attribution
● Scraping
● {{product}}
● {{brand}}
● {{category}}
● {{other.Data.Stuff}}
If X = Y then action Z
DATA DATABASE RULES SOMETHING
#WTSFest | @emlruss | Slingshot Organic
It’s quicker to categorise
a brand and cascade that
down than manually
attribute every product.
It’s quicker to categorise
a brand range than
manually attribute every
product.
INGREDIENT
PREFERENCES
TEXT EXAMPLE 1
This {{product.Name}} is {{ingredient}}.
PIM / Feed Manual Attribution
#WTSFest | @emlruss | Slingshot Organic
This {{product.Name}} is aloe vera.
This {{product.Name}} is jojoba oil.
This {{product.Name}} is stearic acid.
This {{product.Name}} is coconut oil.
#WTSFest | @emlruss | Slingshot Organic
Also no.
3. Is this data
stored in a useful
way?
#WTSFest | @emlruss | Slingshot Organic
This {{product.Name}} is {{ingredient}}.
Unique data
“This Aromatics Elixir body wash
from Clinique is vegan.”
This product is {{ingredient}}. “This product is vegan.”
DUPLICATION WOES
This {{L3}} is {{ingredient}}. “This body wash is vegan.”
#WTSFest | @emlruss | Slingshot Organic
DUPLICATION WOES
This Iconic London product is
cruelty-free.
ICONIC London
Day to Slay Eyeshadow
Palette
ICONIC London
Powder Contour
Palette
ICONIC London
Luminous Powder
This Iconic London product is
cruelty-free.
This Iconic London product is
cruelty-free.
Chloé Absolu Eau de
Parfum
Chloé Eau de Toilette
VARIATION WOES
The Eau de Toilette from Chloe
features pink peony, rose and
cedarwood fragrance notes.
Chloé Eau de Parfum
The Absolu Eau de Parfum
from Chloe features pink
peony, rose and cedarwood
fragrance notes.
The Eau de Parfum from Chloe
features pink peony, rose and
cedarwood fragrance notes.
WHEN ATTRIBUTING
PRODUCTS AT A BRAND
LEVEL, ALL THOSE
PRODUCTS AUTOMATICALLY
HAVE THE SAME DATA
#WTSFest | @emlruss | Slingshot Organic
DUPLICATION
WOES
● Affiliate feeds
● PIM/PIP bulk upload
● Manual Attribution
● Scraping
● {{product}}
● {{brand}}
● {{category}}
● {{other.Data.Stuff}}
If X = Y then action Z
DATA DATABASE RULES SOMETHING
By choosing the right data
from the database and
creating a number of rules
that can be used and
making compound
sentences you can get far
more variation and unique
text.
#WTSFest | @emlruss | Slingshot Organic
Yes and yes.
4. Are we creating
duplicate content
and do we care?
#WTSFest | @emlruss | Slingshot Organic
The 3 In 1 Foundation from 3INA
is vegan and contains vitamin C,
which helps to protect against free
radical damage. It also contains
vitamin E.
INGREDIENT
PREFERENCES
TEXT EXAMPLE 2
#WTSFest | @emlruss | Slingshot Organic
{{product.Name}} from {{brand}}
is {{ing.IS}} and contains
{{ing.C}}, which helps to
{{Ing.C.Benefit}}. It also
contains {{ing.C}}.
INGREDIENT
PREFERENCES
TEXT EXAMPLE 2
#WTSFest | @emlruss | Slingshot Organic
INGREDIENT
PREFERENCES
TEXT EXAMPLE 2
Create a shared lexis everyone
understands
5. How do I present
these rules in a way
the team can
understand?
#WTSFest | @emlruss | Slingshot Organic
TRY TO BREAK THE SENTENCES AS MUCH AS POSSIBLE
Rule Example Output
The {{product.Name}} from
{{brand}} is {{Ing.Is}}, {{Ing.Is}}
and {{Ing.Is}}.
The Boss In Motion Eau de Toilette Spray 90ml from Hugo
Boss is vegan, halal and hypoallergenic.
The Lip Essentials Gift Set from High Definition Beauty is
vegan, halal and hypoallergenic.
The Buffet 30ml from The Ordinary is vegan, halal and
hypoallergenic.
The The Celestial Skin Liquid Lighting from Kevyn Aucoin is
vegan, halal and hypoallergenic.
#WTSFest | @emlruss | Slingshot Organic
BROKEN
SENTENCE WOES
● Affiliate feeds
● PIM/PIP bulk upload
● Manual Attribution
● Scraping
● {{product}}
● {{brand}}
● {{category}}
● {{other.Data.Stuff}}
If X = Y then action Z
DATA DATABASE RULES SOMETHING
If you break a sentence,
add another IF rule that
deals with the exceptions.
For example: if the product
starts with “The”, remove
the duplicated word, OR
force those products to use
a different sentence
structure.
#WTSFest | @emlruss | Slingshot Organic
ALWAYS REQUEST A FINAL
OUTPUT AND CHECK ON
STAGING / A LOWER
ENVIRONMENT
#WTSFest | @emlruss | Slingshot Organic
Yes, please.
6. Do I need help
from other people?
#WTSFest | @emlruss | Slingshot Organic
INGREDIENT
PREFERENCES
TEXT EXAMPLE 2
Let’s ask
7. What development
resource is available
and how experienced
are they?
#WTSFest | @emlruss | Slingshot Organic
How is this
information added
to the page? –
Injected via JS?
Code-based and in
the source?
Q1
Is this based on seeded
or continual
randomisation? Is this
text going to be the
same each time?
Q2 Q3
If the data changes
when will this be
reflected on the
page?
A FEW QUESTIONS TO ASK YOUR
DEVELOPERS
#WTSFest | @emlruss | Slingshot Organic
This moisturiser from Bioderma is
paraben free, hypoallergenic and
non-comedogenic and contains
citric acid, which helps to exfoliate
skin.
Bioderma Atoderm
Ultra-Nourishing Shower
Cream
Rituals The Ritual of
Ayurveda Body Mist 50ml
SOME FINAL EXAMPLES
This Rituals perfume for
women is paraben free, cruelty
free and phthalates free and
features floral and oriental
fragrance notes.
Fudge Paintbox Hair
Colourant
This hair colour from Fudge is
ammonia free and peroxide free
PHB Ethical Beauty Anti-aging
Eye Gel is perfect for those
looking for a product with
anti-ageing properties.
It’s also vegan, paraben free and
alcohol free, and contains vitamin
C, which helps to fight
photo-ageing. It also contains
collagen, argan oil and lavender
oil.
Clinique Anti-Blemish
Solutions Liquid Makeup
STARSKIN After Party
Coconut Bio-Cellulose
Second Skin Brightening
Face Mask
Clinique Anti-Blemish Solutions
Liquid Makeup is great for those
with normal and oily skin, looking
for medium and sheer or natural
coverage and aiming to get a
natural finish.
It’s also vegan, oil free and
dermatologically tested, and
contains salicylic acid, which
helps to prevent pimples from
forming.
PHB Ethical Beauty
Anti-aging Eye Gel
STARSKIN After Party Coconut
Bio-Cellulose Second Skin
Brightening Face Mask is perfect
for those looking for a product
with hydrating properties.
They’re also paraben free, mineral
oil free and sulphate free, and
contain vitamin C which helps to
gently brighten skin. It also
contains coconut oil.
Philip Kingsley
Weatherproof Hairspray
BLOOPERS
Philip Kingsley Weatherproof
Hairspray is built to target uv
protected and shiny hair.
These Philip Kingsley hair
styling products are cruelty
free and contain aloe vera,
which helps to promote
elasticity.
NYX Professional
Makeup Honey Dew Me
Up Primer
NYX Professional Makeup Honey
Dew Me Up Primer is ideal for those
with normal, mature and dry skin
who are aiming to get a dewy finish.
This face makeup from NYX
Professional Makeup is cruelty free
and contains hyaluronic acid, which
helps to keep skin moisturised. It also
contains lavender oil.
If you don’t have
development
resource - try AX
Semantics
1
Become the
development resource
- python
2 3
GTP3??
WAYS TO CREATE AUTOMATED
TEXT
#WTSFest | @emlruss | Slingshot Organic
@emlruss
#WTSFest
Thanks

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Automated Content Generation at Scale

  • 2. CONTEXT BEAUTY AFFILIATE SITE WITH 200K+ INDEXABLE URLs There are nearly 450k products on the site from 1,710 brands and this is growing as more affiliates come on board. These products include variants such as colour and size, which sit under the same URL, depending on the variant type. The main aim of the site is to allow users to find the right product at the best price. #WTSFest | @emlruss | Slingshot Organic
  • 3. ABOUT THE PROJECT 1. The primary aim of the project was to provide the user with information about the product that would help them make a purchase decision. 2. The secondary aim was to ensure that this content would help the site to rank well or at least not jeopardise rankings #WTSFest | @emlruss | Slingshot Organic
  • 4. Why automated text? The site was new with no history of content built up over time to rely on. Thousands of new products were added each week. The team was lean with no outsourcing. We had to focus on product pages to rank for anything at all #WTSFest | @emlruss | Slingshot Organic
  • 5. WHAT INFORMATION HELPS USERS CONVERT? #WTSFest | @emlruss | Slingshot Organic
  • 6. Ethics / Religious considerations Price Reviews Ingredients #WTSFest | @emlruss | Slingshot Organic
  • 7. AFFILIATE PRICE COMPARISON #WTSFest | @emlruss | Slingshot Organic
  • 8. REVIEWS #WTSFest | @emlruss | Slingshot Organic
  • 9. ETHICS & PREFERENCES #WTSFest | @emlruss | Slingshot Organic
  • 10. INGREDIENTS #WTSFest | @emlruss | Slingshot Organic
  • 11. ABOVE THE FOLD CONTENT WAS LIT #WTSFest | @emlruss | Slingshot Organic
  • 12. BELOW THE FOLD CONTENT WAS NOT SO GOOD #WTSFest | @emlruss | Slingshot Organic
  • 13. SO WE DECIDED TO USE THE DATA WE HAD TO PROVIDE MORE VALUE TO THE USER #WTSFest | @emlruss | Slingshot Organic
  • 14. 1. What do we want to create? Text blocks based on ingredients data that help the user to convert and uses the main product name only once. Price and review data is fine but ingredients data needed unpacking further. Fragrance notes were also added at a later stage. #WTSFest | @emlruss | Slingshot Organic
  • 15. Because we’re making functional statements about a product, which don’t require complicated prose. Multiple, fairly simple sentence structures Because ingredient data wasn’t just “is vegan”, or “is cruelty-free” but also “is dermatologically tested”. Sentences would need to fit together well This would allow us to avoid multiple very short sentences that read in a spammy way to the user. Sentences would need to allow for lists Text blocks would be fairly short Again, this is because the language is functional and doesn’t require us to wax lyrical or have a definite style. #WTSFest | @emlruss | Slingshot Organic
  • 16. BECAUSE THE OUTPUT WAS SIMPLE, WE USED A SIMPLE METHOD OF TEXT GENERATION #WTSFest | @emlruss | Slingshot Organic
  • 17. CONTENT GENERATION PROCESS ● Affiliate feeds ● PIM/PIP bulk upload ● Manual Attribution ● Scraping ● {{product}} ● {{brand}} ● {{category}} ● {{other.Data.Stuff}} If X = Y then action Z DATA DATABASE RULES SOMETHING #WTSFest | @emlruss | Slingshot Organic
  • 18. “This Aromatics Elixir body wash from Clinique is vegan.” INGREDIENT PREFERENCES TEXT EXAMPLE 1 #WTSFest | @emlruss | Slingshot Organic
  • 19. “This Aromatics Elixir body wash from Clinique is vegan.” INGREDIENT PREFERENCES TEXT EXAMPLE 1 This {{product.Name}} is {{ingredient}}. #WTSFest | @emlruss | Slingshot Organic
  • 20. INGREDIENT PREFERENCES TEXT EXAMPLE 1 This {{product.Name}} is {{ingredient}}. PIM / Feed ?? #WTSFest | @emlruss | Slingshot Organic
  • 21. No. 2. Do we have enough data to create what we want? #WTSFest | @emlruss | Slingshot Organic
  • 22. CONTENT GENERATION PROCESS ● Affiliate feeds ● PIM/PIP bulk upload ● Manual Attribution ● Scraping ● {{product}} ● {{brand}} ● {{category}} ● {{other.Data.Stuff}} If X = Y then action Z DATA DATABASE RULES SOMETHING #WTSFest | @emlruss | Slingshot Organic It’s quicker to categorise a brand and cascade that down than manually attribute every product. It’s quicker to categorise a brand range than manually attribute every product.
  • 23. INGREDIENT PREFERENCES TEXT EXAMPLE 1 This {{product.Name}} is {{ingredient}}. PIM / Feed Manual Attribution #WTSFest | @emlruss | Slingshot Organic
  • 24. This {{product.Name}} is aloe vera. This {{product.Name}} is jojoba oil. This {{product.Name}} is stearic acid. This {{product.Name}} is coconut oil. #WTSFest | @emlruss | Slingshot Organic
  • 25. Also no. 3. Is this data stored in a useful way? #WTSFest | @emlruss | Slingshot Organic
  • 26. This {{product.Name}} is {{ingredient}}. Unique data “This Aromatics Elixir body wash from Clinique is vegan.” This product is {{ingredient}}. “This product is vegan.” DUPLICATION WOES This {{L3}} is {{ingredient}}. “This body wash is vegan.” #WTSFest | @emlruss | Slingshot Organic
  • 27. DUPLICATION WOES This Iconic London product is cruelty-free. ICONIC London Day to Slay Eyeshadow Palette ICONIC London Powder Contour Palette ICONIC London Luminous Powder This Iconic London product is cruelty-free. This Iconic London product is cruelty-free.
  • 28. Chloé Absolu Eau de Parfum Chloé Eau de Toilette VARIATION WOES The Eau de Toilette from Chloe features pink peony, rose and cedarwood fragrance notes. Chloé Eau de Parfum The Absolu Eau de Parfum from Chloe features pink peony, rose and cedarwood fragrance notes. The Eau de Parfum from Chloe features pink peony, rose and cedarwood fragrance notes.
  • 29. WHEN ATTRIBUTING PRODUCTS AT A BRAND LEVEL, ALL THOSE PRODUCTS AUTOMATICALLY HAVE THE SAME DATA #WTSFest | @emlruss | Slingshot Organic
  • 30. DUPLICATION WOES ● Affiliate feeds ● PIM/PIP bulk upload ● Manual Attribution ● Scraping ● {{product}} ● {{brand}} ● {{category}} ● {{other.Data.Stuff}} If X = Y then action Z DATA DATABASE RULES SOMETHING By choosing the right data from the database and creating a number of rules that can be used and making compound sentences you can get far more variation and unique text. #WTSFest | @emlruss | Slingshot Organic
  • 31. Yes and yes. 4. Are we creating duplicate content and do we care? #WTSFest | @emlruss | Slingshot Organic
  • 32. The 3 In 1 Foundation from 3INA is vegan and contains vitamin C, which helps to protect against free radical damage. It also contains vitamin E. INGREDIENT PREFERENCES TEXT EXAMPLE 2 #WTSFest | @emlruss | Slingshot Organic
  • 33. {{product.Name}} from {{brand}} is {{ing.IS}} and contains {{ing.C}}, which helps to {{Ing.C.Benefit}}. It also contains {{ing.C}}. INGREDIENT PREFERENCES TEXT EXAMPLE 2 #WTSFest | @emlruss | Slingshot Organic
  • 35. Create a shared lexis everyone understands 5. How do I present these rules in a way the team can understand? #WTSFest | @emlruss | Slingshot Organic
  • 36. TRY TO BREAK THE SENTENCES AS MUCH AS POSSIBLE Rule Example Output The {{product.Name}} from {{brand}} is {{Ing.Is}}, {{Ing.Is}} and {{Ing.Is}}. The Boss In Motion Eau de Toilette Spray 90ml from Hugo Boss is vegan, halal and hypoallergenic. The Lip Essentials Gift Set from High Definition Beauty is vegan, halal and hypoallergenic. The Buffet 30ml from The Ordinary is vegan, halal and hypoallergenic. The The Celestial Skin Liquid Lighting from Kevyn Aucoin is vegan, halal and hypoallergenic. #WTSFest | @emlruss | Slingshot Organic
  • 37. BROKEN SENTENCE WOES ● Affiliate feeds ● PIM/PIP bulk upload ● Manual Attribution ● Scraping ● {{product}} ● {{brand}} ● {{category}} ● {{other.Data.Stuff}} If X = Y then action Z DATA DATABASE RULES SOMETHING If you break a sentence, add another IF rule that deals with the exceptions. For example: if the product starts with “The”, remove the duplicated word, OR force those products to use a different sentence structure. #WTSFest | @emlruss | Slingshot Organic
  • 38. ALWAYS REQUEST A FINAL OUTPUT AND CHECK ON STAGING / A LOWER ENVIRONMENT #WTSFest | @emlruss | Slingshot Organic
  • 39. Yes, please. 6. Do I need help from other people? #WTSFest | @emlruss | Slingshot Organic
  • 41. Let’s ask 7. What development resource is available and how experienced are they? #WTSFest | @emlruss | Slingshot Organic
  • 42. How is this information added to the page? – Injected via JS? Code-based and in the source? Q1 Is this based on seeded or continual randomisation? Is this text going to be the same each time? Q2 Q3 If the data changes when will this be reflected on the page? A FEW QUESTIONS TO ASK YOUR DEVELOPERS #WTSFest | @emlruss | Slingshot Organic
  • 43. This moisturiser from Bioderma is paraben free, hypoallergenic and non-comedogenic and contains citric acid, which helps to exfoliate skin. Bioderma Atoderm Ultra-Nourishing Shower Cream Rituals The Ritual of Ayurveda Body Mist 50ml SOME FINAL EXAMPLES This Rituals perfume for women is paraben free, cruelty free and phthalates free and features floral and oriental fragrance notes. Fudge Paintbox Hair Colourant This hair colour from Fudge is ammonia free and peroxide free
  • 44. PHB Ethical Beauty Anti-aging Eye Gel is perfect for those looking for a product with anti-ageing properties. It’s also vegan, paraben free and alcohol free, and contains vitamin C, which helps to fight photo-ageing. It also contains collagen, argan oil and lavender oil. Clinique Anti-Blemish Solutions Liquid Makeup STARSKIN After Party Coconut Bio-Cellulose Second Skin Brightening Face Mask Clinique Anti-Blemish Solutions Liquid Makeup is great for those with normal and oily skin, looking for medium and sheer or natural coverage and aiming to get a natural finish. It’s also vegan, oil free and dermatologically tested, and contains salicylic acid, which helps to prevent pimples from forming. PHB Ethical Beauty Anti-aging Eye Gel STARSKIN After Party Coconut Bio-Cellulose Second Skin Brightening Face Mask is perfect for those looking for a product with hydrating properties. They’re also paraben free, mineral oil free and sulphate free, and contain vitamin C which helps to gently brighten skin. It also contains coconut oil.
  • 45. Philip Kingsley Weatherproof Hairspray BLOOPERS Philip Kingsley Weatherproof Hairspray is built to target uv protected and shiny hair. These Philip Kingsley hair styling products are cruelty free and contain aloe vera, which helps to promote elasticity. NYX Professional Makeup Honey Dew Me Up Primer NYX Professional Makeup Honey Dew Me Up Primer is ideal for those with normal, mature and dry skin who are aiming to get a dewy finish. This face makeup from NYX Professional Makeup is cruelty free and contains hyaluronic acid, which helps to keep skin moisturised. It also contains lavender oil.
  • 46. If you don’t have development resource - try AX Semantics 1 Become the development resource - python 2 3 GTP3?? WAYS TO CREATE AUTOMATED TEXT #WTSFest | @emlruss | Slingshot Organic