Download - SEO: Getting Personal
SEO: GETTING PERSONAL
Kirsty Hulse @kirsty_hulse
Founder @manym1nd5The 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 URLshttp://www.argos.co.uk/static/Browse/ID72/33010534/c_1/1%7ccategory_root%7cBaby+and+nursery%7c33005732/c_2/2%7c33005732%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!