SlideShare a Scribd company logo
1 of 35
Download to read offline
SEO: GETTING PERSONAL
Kirsty Hulse @kirsty_hulse
Founder @manym1nd5
The digital marketing agency made up of
some of the world's best independent
experts
http://conversionxl.com/web-personalization/
Personalisation
The real-time
individualization of a site;
it’s products and/or
content, to suit each
visitor’s unique needs and
guide them through a
custom conversion
funnel.
The internet is becoming
increasingly personalised
52% of marketers see content
personalization as critical
http://conversionxl.com/web-personalization/
http://conversionxl.com/web-personalization/
http://raconteur.net/business/customers-want-
personalised-content-and-data-driven-commerce
75% of consumers like it when
brands personalise their content
13% of consumers would give up
sex for a month to receive
information that interests them
http://raconteur.net/business/customers-
want-personalised-content-and-data-
driven-commerce
It’s where
investment is…
78% of CMOs think
personalised content is
the future and plan to
increase investment
Not just ecommerce sites…
http://openaccess.city.ac.uk/1067/1/thurman-schifferes-future-of-personalization.pdf
http://www.slideshare.net/TomAnthony/intelligent-personal-assistants-new-types-of-search
Intelligent personal assistants are
the future of search
The rise of angularjs
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/
Ultimately, online experiences are
becoming uniquely tailored to you.
Quickly
There’s one tiny problem with this
http://conversionxl.com/web-personalization/
I don’t care
http://conversionxl.com/web-personalization/
Links, static URLs, content, queries,
traffic, indexation….
We’re normally so agile
Why?
“It’s always advisable to use static
URLs as much as possible”
Sites do rank with 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
Include hard-coded text links 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
“We'll admit it, moving is never easy
[…] web reputation falls off the truck
in the process.”
If it were up to us; no site would
ever migrate, but that’s unrealistic,
so we help people protect their
traffic.
It’s a service we sell
YES! I love our
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
YES! I’m so
excited to give
our customers
personalised
messaging
Me too!
As more content becomes dynamic;
SEO needs to be part of that
conversation
Single audiences
Landing Page
http://labs.linkdex.com/term-tagger/
Understand the intent behind
keywords
Create personas and journeys based
on keyword topics
http://www.slideshare.net/SearchMarketingExpo/persona-driven-keyword-research-by-michael-king
GA Audience segmentation to
optimise content for personas
Tools to play with
Thank you!

More Related Content

What's hot

40 Tools in 20 Minutes: Hacking your Marketing Career
40 Tools in 20 Minutes: Hacking your Marketing Career40 Tools in 20 Minutes: Hacking your Marketing Career
40 Tools in 20 Minutes: Hacking your Marketing Career
Eric Leist
 
Five Killer Ways to Design The Same Slide
Five Killer Ways to Design The Same SlideFive Killer Ways to Design The Same Slide
Five Killer Ways to Design The Same Slide
Crispy Presentations
 

What's hot (20)

10 Insightful Quotes On Designing A Better Customer Experience
10 Insightful Quotes On Designing A Better Customer Experience10 Insightful Quotes On Designing A Better Customer Experience
10 Insightful Quotes On Designing A Better Customer Experience
 
10 tips on writing by David Ogilvy
10 tips on writing by David Ogilvy10 tips on writing by David Ogilvy
10 tips on writing by David Ogilvy
 
Some tips on selling from Ogilvy
Some tips on selling from OgilvySome tips on selling from Ogilvy
Some tips on selling from Ogilvy
 
How to Determine the ROI of Anything
How to Determine the ROI of AnythingHow to Determine the ROI of Anything
How to Determine the ROI of Anything
 
How to Use Photography for Great Presentations
How to Use Photography for Great PresentationsHow to Use Photography for Great Presentations
How to Use Photography for Great Presentations
 
21 Actionable Growth Hacking Tactics
21 Actionable Growth Hacking Tactics21 Actionable Growth Hacking Tactics
21 Actionable Growth Hacking Tactics
 
How to Craft Your Company's Storytelling Voice by Ann Handley of MarketingProfs
How to Craft Your Company's Storytelling Voice by Ann Handley of MarketingProfsHow to Craft Your Company's Storytelling Voice by Ann Handley of MarketingProfs
How to Craft Your Company's Storytelling Voice by Ann Handley of MarketingProfs
 
Pitching Ideas: How to sell your ideas to others
Pitching Ideas: How to sell your ideas to othersPitching Ideas: How to sell your ideas to others
Pitching Ideas: How to sell your ideas to others
 
The Hard Truths of Entrepreneurship
The Hard Truths of EntrepreneurshipThe Hard Truths of Entrepreneurship
The Hard Truths of Entrepreneurship
 
Creating great decks: The Origins, the "Why", and 12 Tips to Make Yours Better.
Creating great decks: The Origins, the "Why", and 12 Tips to Make Yours Better.Creating great decks: The Origins, the "Why", and 12 Tips to Make Yours Better.
Creating great decks: The Origins, the "Why", and 12 Tips to Make Yours Better.
 
The Ultimate Marketing Guide to Snapchat
The Ultimate Marketing Guide to SnapchatThe Ultimate Marketing Guide to Snapchat
The Ultimate Marketing Guide to Snapchat
 
40 Tools in 20 Minutes: Hacking your Marketing Career
40 Tools in 20 Minutes: Hacking your Marketing Career40 Tools in 20 Minutes: Hacking your Marketing Career
40 Tools in 20 Minutes: Hacking your Marketing Career
 
5 Tips for Presenting to Executives
5 Tips for Presenting to Executives5 Tips for Presenting to Executives
5 Tips for Presenting to Executives
 
People Don't Care About Your Brand
People Don't Care About Your BrandPeople Don't Care About Your Brand
People Don't Care About Your Brand
 
How To Sell To Non-Believers - Turning Doubt Into Trust
How To Sell To Non-Believers - Turning Doubt Into TrustHow To Sell To Non-Believers - Turning Doubt Into Trust
How To Sell To Non-Believers - Turning Doubt Into Trust
 
How To Generate Your First 20,000 Followers On Instagram
How To Generate Your First 20,000 Followers On InstagramHow To Generate Your First 20,000 Followers On Instagram
How To Generate Your First 20,000 Followers On Instagram
 
Five Killer Ways to Design The Same Slide
Five Killer Ways to Design The Same SlideFive Killer Ways to Design The Same Slide
Five Killer Ways to Design The Same Slide
 
The Other C Word: What makes great content marketing great
The Other C Word: What makes great content marketing greatThe Other C Word: What makes great content marketing great
The Other C Word: What makes great content marketing great
 
8 Tips To Create Epic Visual Presentations
8 Tips To Create Epic Visual Presentations8 Tips To Create Epic Visual Presentations
8 Tips To Create Epic Visual Presentations
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 

Similar to SEO: Getting Personal

Audc 2013 5 online trends for association websites
Audc 2013 5 online trends for association websitesAudc 2013 5 online trends for association websites
Audc 2013 5 online trends for association websites
Vanguard Technology
 
TIPS: Expanding Your Website and Increasing SEO
TIPS: Expanding Your Website and Increasing SEOTIPS: Expanding Your Website and Increasing SEO
TIPS: Expanding Your Website and Increasing SEO
Ramsey Mohsen
 
Five SEO Strategies Every Company Needs to Master
Five SEO Strategies Every Company Needs to MasterFive SEO Strategies Every Company Needs to Master
Five SEO Strategies Every Company Needs to Master
Act-On Software
 
10 Basic SEO Techniques Website Designers & Developers Should Know
10 Basic SEO Techniques Website Designers & Developers Should Know10 Basic SEO Techniques Website Designers & Developers Should Know
10 Basic SEO Techniques Website Designers & Developers Should Know
Daniel Bianchini
 
Web analytics masterclass Howest
Web analytics masterclass HowestWeb analytics masterclass Howest
Web analytics masterclass Howest
Evelien De Mey
 

Similar to SEO: Getting Personal (20)

Digital Marketing Diploma - Module 04: Search Engine Optimization ( SEO )
Digital Marketing Diploma - Module 04: Search Engine Optimization ( SEO )Digital Marketing Diploma - Module 04: Search Engine Optimization ( SEO )
Digital Marketing Diploma - Module 04: Search Engine Optimization ( SEO )
 
Designing Websites for Visibility, Rob Garner at the Association of National ...
Designing Websites for Visibility, Rob Garner at the Association of National ...Designing Websites for Visibility, Rob Garner at the Association of National ...
Designing Websites for Visibility, Rob Garner at the Association of National ...
 
iCrossing: Designing For Visibility - ANA Digital Marketing And Social Media...
iCrossing: Designing For Visibility  - ANA Digital Marketing And Social Media...iCrossing: Designing For Visibility  - ANA Digital Marketing And Social Media...
iCrossing: Designing For Visibility - ANA Digital Marketing And Social Media...
 
Spooky Good Technical SEO for E-Commerce Sites
Spooky Good Technical SEO for E-Commerce SitesSpooky Good Technical SEO for E-Commerce Sites
Spooky Good Technical SEO for E-Commerce Sites
 
Spooky Good Technical SEO for E-Commerce Sites - Adam Dince
Spooky Good Technical SEO for E-Commerce Sites - Adam DinceSpooky Good Technical SEO for E-Commerce Sites - Adam Dince
Spooky Good Technical SEO for E-Commerce Sites - Adam Dince
 
SEO Tips for Website Developers & Designers
SEO Tips for Website Developers & DesignersSEO Tips for Website Developers & Designers
SEO Tips for Website Developers & Designers
 
Introduction to digital marketing - mylivpro
Introduction to digital marketing - mylivproIntroduction to digital marketing - mylivpro
Introduction to digital marketing - mylivpro
 
SEO For WooCommerce
SEO For WooCommerceSEO For WooCommerce
SEO For WooCommerce
 
100+ SEO TIPS FOR 2020
100+ SEO TIPS FOR 2020100+ SEO TIPS FOR 2020
100+ SEO TIPS FOR 2020
 
Digital cultural heritage spring 2015 day 3
Digital cultural heritage spring 2015 day 3Digital cultural heritage spring 2015 day 3
Digital cultural heritage spring 2015 day 3
 
WordCamp Hampton Roads: Winning SEO Strategies with WordPress
WordCamp Hampton Roads: Winning SEO Strategies with WordPressWordCamp Hampton Roads: Winning SEO Strategies with WordPress
WordCamp Hampton Roads: Winning SEO Strategies with WordPress
 
Audc 2013 5 online trends for association websites
Audc 2013 5 online trends for association websitesAudc 2013 5 online trends for association websites
Audc 2013 5 online trends for association websites
 
TIPS: Expanding Your Website and Increasing SEO
TIPS: Expanding Your Website and Increasing SEOTIPS: Expanding Your Website and Increasing SEO
TIPS: Expanding Your Website and Increasing SEO
 
SEO Expert Resume
SEO Expert ResumeSEO Expert Resume
SEO Expert Resume
 
How to Conduct an SEO Audit.pptx.pptx
How to Conduct an SEO Audit.pptx.pptxHow to Conduct an SEO Audit.pptx.pptx
How to Conduct an SEO Audit.pptx.pptx
 
Five SEO Strategies Every Company Needs to Master
Five SEO Strategies Every Company Needs to MasterFive SEO Strategies Every Company Needs to Master
Five SEO Strategies Every Company Needs to Master
 
10 Basic SEO Techniques Website Designers & Developers Should Know
10 Basic SEO Techniques Website Designers & Developers Should Know10 Basic SEO Techniques Website Designers & Developers Should Know
10 Basic SEO Techniques Website Designers & Developers Should Know
 
Developing An SEO-First Content Management System
Developing An SEO-First Content Management SystemDeveloping An SEO-First Content Management System
Developing An SEO-First Content Management System
 
Technical SEO Best Practices
Technical SEO Best PracticesTechnical SEO Best Practices
Technical SEO Best Practices
 
Web analytics masterclass Howest
Web analytics masterclass HowestWeb analytics masterclass Howest
Web analytics masterclass Howest
 

More from Kirsty Hulse

Link removals prezzo fin
Link removals prezzo finLink removals prezzo fin
Link removals prezzo fin
Kirsty Hulse
 
Link removals prezzo
Link removals prezzoLink removals prezzo
Link removals prezzo
Kirsty Hulse
 

More from Kirsty Hulse (12)

Unicorns v dinosaurs: How to be creative when nobody wants you to
Unicorns v dinosaurs: How to be creative when nobody wants you toUnicorns v dinosaurs: How to be creative when nobody wants you to
Unicorns v dinosaurs: How to be creative when nobody wants you to
 
Content marketing tips that won't break the bank (or your spirit)
Content marketing tips that won't break the bank (or your spirit)Content marketing tips that won't break the bank (or your spirit)
Content marketing tips that won't break the bank (or your spirit)
 
Mozcon 2016 - Building Links in 2016
Mozcon 2016 - Building Links in 2016Mozcon 2016 - Building Links in 2016
Mozcon 2016 - Building Links in 2016
 
HOW TO MAKE FRIENDS AND GET LINKS
HOW TO MAKE FRIENDS AND GET LINKSHOW TO MAKE FRIENDS AND GET LINKS
HOW TO MAKE FRIENDS AND GET LINKS
 
When our affair with content means we cheat on conversion
When our affair with content means we cheat on conversionWhen our affair with content means we cheat on conversion
When our affair with content means we cheat on conversion
 
Learn inbound
Learn inboundLearn inbound
Learn inbound
 
Brighton April 2015 - Schema, JSON-LD & the semantic web
Brighton April 2015 - Schema, JSON-LD & the semantic webBrighton April 2015 - Schema, JSON-LD & the semantic web
Brighton April 2015 - Schema, JSON-LD & the semantic web
 
Earning Links Through Audience Segmentation Brighton SEO 2014
Earning Links Through Audience Segmentation Brighton SEO 2014Earning Links Through Audience Segmentation Brighton SEO 2014
Earning Links Through Audience Segmentation Brighton SEO 2014
 
Kirsty hulse the death of linkbuilding
Kirsty hulse   the death of linkbuildingKirsty hulse   the death of linkbuilding
Kirsty hulse the death of linkbuilding
 
Linkdex igaming1
Linkdex igaming1Linkdex igaming1
Linkdex igaming1
 
Link removals prezzo fin
Link removals prezzo finLink removals prezzo fin
Link removals prezzo fin
 
Link removals prezzo
Link removals prezzoLink removals prezzo
Link removals prezzo
 

Recently uploaded

Blue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptxBlue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptx
ayush20231
 
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Prof. Marcus Renato de Carvalho
 
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdfLicença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Lotter Pro Brasil
 

Recently uploaded (20)

Media Wall Street | Best Branding And Marketing Agency In Chandigarh
Media Wall Street | Best Branding And Marketing Agency In ChandigarhMedia Wall Street | Best Branding And Marketing Agency In Chandigarh
Media Wall Street | Best Branding And Marketing Agency In Chandigarh
 
SES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.pptSES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.ppt
 
Top tips for effective SEO copywriting.pdf
Top tips for effective SEO copywriting.pdfTop tips for effective SEO copywriting.pdf
Top tips for effective SEO copywriting.pdf
 
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfRhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
 
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting AppsFantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
 
A chronological journey of jobs and responsibilities.
A chronological journey of jobs and responsibilities.A chronological journey of jobs and responsibilities.
A chronological journey of jobs and responsibilities.
 
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level AdvertisingBeyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
 
The Impact of lift advertising Screens in elevator Advertising
The Impact of lift advertising Screens in elevator AdvertisingThe Impact of lift advertising Screens in elevator Advertising
The Impact of lift advertising Screens in elevator Advertising
 
Blue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptxBlue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptx
 
5 Benefits Of Using Digital Marketing.pptx
5 Benefits Of Using Digital Marketing.pptx5 Benefits Of Using Digital Marketing.pptx
5 Benefits Of Using Digital Marketing.pptx
 
Japanese Sauna Hat Trends - Totonoete Inc.
Japanese Sauna Hat Trends - Totonoete Inc.Japanese Sauna Hat Trends - Totonoete Inc.
Japanese Sauna Hat Trends - Totonoete Inc.
 
Ultimate Guide to Personal Branding on LinkedIn.pdf
Ultimate Guide to Personal Branding on LinkedIn.pdfUltimate Guide to Personal Branding on LinkedIn.pdf
Ultimate Guide to Personal Branding on LinkedIn.pdf
 
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
 
How to Track, Measure & Communicate SEO Results
How to Track, Measure & Communicate SEO ResultsHow to Track, Measure & Communicate SEO Results
How to Track, Measure & Communicate SEO Results
 
How to Start and Grow a Digital Marketing Agency
How to Start and Grow a Digital Marketing AgencyHow to Start and Grow a Digital Marketing Agency
How to Start and Grow a Digital Marketing Agency
 
SocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundationSocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundation
 
Colgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdfColgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdf
 
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdfLicença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
 
Taking The Guesswork Out of Your Lead Generation Campaign
Taking The Guesswork Out of Your Lead Generation CampaignTaking The Guesswork Out of Your Lead Generation Campaign
Taking The Guesswork Out of Your Lead Generation Campaign
 
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfThe Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
 

SEO: Getting Personal