The document discusses optimizing long-form editorial content for conversion by focusing on content that drives traffic and identifying opportunities. It recommends auditing existing blog content to see which posts drive traffic and where there are missed opportunities. Content performance increases over time, so CTAs and recommendations for products should not be hidden. Content should be personalized based on search keywords and source to better align with user intent while considering SEO best practices for dynamic content.

1. When our affair with content means we cheat
on conversion

2. A little about me.
Kirsty Hulse
@kirsty_hulse
Founder
@manym1nd5
Head of SEO Best Practice

3. We’ve fallen in love with content marketing

4. Over 85% of brands
are doing it

5. We spend a
quarter of our
budgets on it

6. 70% of brands created more content this year
than they did last year

7. Only 21% say they
understand if this
content has value
84% their top goal
is “brand
awareness”

8. Retailers are becoming publishers and
publishers are becoming retailers

10. 27% brand growth 2012 vs 2014
Jan 2012 Jan 2014Jan 2013 Jan 2015

11. This is great, but we’re missing something

12. When you have high authority editorial
content...

13. ...that content will rank for transactional
queries

14. ChinosDinner Jackets Tom Ford

16. BackpacksUnderwear

17. Long form editorial
content is perfect for
capturing
informational queries,
driving brand
awareness and
influencing purchase
decision

18. GIMME
ALL
THE
SHIT I
WANN
A BUY
STUFF

20. “You are looking to buy a new dinner suit. Which page do you
think best suits your needs?”
84% 16%

21. CRO Content
All the money

22. Optimising editorial content for
conversion
Optimising editorial content for conversion

23. Audit your old
blog content.
Which posts are driving
traffic?
Where are the
opportunities?
Where are you missing out?

24. Content performance increases long
after launch date

25. Don’t hide your CTAs

28. Test, test, test

30. Image quantity
and quality and

32. Don’t hide
product
recommendations

33. Signpost product pages

34. Un-optimise
editorial content
for transactional
product
keywords

36. This doesn’t feel very sophisticated

37. Content personalisation
http://searchenginewatch.com/sew/how-to/2334157/how-personalizing-websites-with-dynamic-content-increases-
engagement
Content personalisation allows you to alter the content you surface
depending on different factors such as search keywords, source
etc meaning we can better align our content with user intent
Lovely resource here

38. Group keywords according to ranking page,
and edit content according to source

39. 1. Expensive
2. Dynamic URLs?! No way!

40. $49/pmFree! £95/pm

41. Include hard-coded text links behind dynamic content
Submit an 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/
Lovely resource here
Personalisation SEO Considerations

42. Thank you!