When our affair with content means we cheat on conversion

When our affair with content means we cheat on customer experience

A little about me.

Kirsty Hulse@kirsty_hulse

Head of SEO Best Practice@linkdex

Founder @manym1nd5

We’ve fallen in love with content marketing

@kirsty_hulse

Over 85% of brands are doing it

Content Marketing Institute

We spend a quarter of our budgets on it

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

Retailers are becoming publishers and publishers are becoming retailers

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

...which actually isn’t always the best customer experience

ChinosDinner Jackets Tom Ford

BackpacksUnderwear

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

GIMME ALL THE SHIT I WANNA BUY STUFF

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

84% 16%

CX 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

Test, test, test

Image quantity and quality and

Don’t hide product recommendations

Signpost product pages

Un-optimise editorial content for transactional product keywords

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. Expensive2. 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!