SlideShare a Scribd company logo
When our affair with content means we cheat
on conversion
A little about me.
Kirsty Hulse
@kirsty_hulse
Founder
@manym1nd5
Head of SEO Best Practice
We’ve fallen in love with content marketing
Over 85% of brands
are doing it
We spend a
quarter of our
budgets on it
70% of brands created more content this year
than they did last year
Only 21% say they
understand if this
content has value
84% their top goal
is “brand
awareness”
Retailers are becoming publishers and
publishers are becoming retailers
Learn inbound
27% brand growth 2012 vs 2014
Jan 2012 Jan 2014Jan 2013 Jan 2015
This is great, but we’re missing something
When you have high authority editorial
content...
...that content will rank for transactional
queries
ChinosDinner Jackets Tom Ford
Learn inbound
BackpacksUnderwear
Long form editorial
content is perfect for
capturing
informational queries,
driving brand
awareness and
influencing purchase
decision
GIMME
ALL
THE
SHIT I
WANN
A BUY
STUFF
Learn inbound
“You are looking to buy a new dinner suit. Which page do you
think best suits your needs?”
84% 16%
CRO Content
All the money
Optimising editorial content for
conversion
Optimising editorial content for conversion
Audit your old
blog content.
Which posts are driving
traffic?
Where are the
opportunities?
Where are you missing out?
Content performance increases long
after launch date
Don’t hide your CTAs
Learn inbound
Learn inbound
Test, test, test
Learn inbound
Image quantity
and quality and
Learn inbound
Don’t hide
product
recommendations
Signpost product pages
Un-optimise
editorial content
for transactional
product
keywords
Learn inbound
This doesn’t feel very sophisticated
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
Group keywords according to ranking page,
and edit content according to source
1. Expensive
2. Dynamic URLs?! No way!
$49/pmFree! £95/pm
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
Thank you!

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