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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!