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!