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SEO: GETTING PERSONAL

SEO: Getting Personal

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Page 1: SEO: Getting Personal

SEO: GETTING PERSONAL

Page 2: SEO: Getting Personal

Kirsty Hulse @kirsty_hulse

Founder @manym1nd5The digital marketing agency made up of some of the world's best independent experts

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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.

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The internet is becoming increasingly personalised

52% of marketers see content personalization as critical

http://conversionxl.com/web-personalization/

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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

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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

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It’s where investment is…

78% of CMOs think personalised content is the future and plan to increase investment

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Not just ecommerce sites…

http://openaccess.city.ac.uk/1067/1/thurman-schifferes-future-of-personalization.pdf

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http://www.slideshare.net/TomAnthony/intelligent-personal-assistants-new-types-of-search

Intelligent personal assistants are the future of search

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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/

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Ultimately, online experiences are becoming uniquely tailored to you.

Quickly

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There’s one tiny problem with this

http://conversionxl.com/web-personalization/

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I don’t care

http://conversionxl.com/web-personalization/

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Links, static URLs, content, queries, traffic, indexation….

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We’re normally so agile

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Why?

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“It’s always advisable to use static URLs as much as possible”

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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

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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

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“We'll admit it, moving is never easy […] web reputation falls off the truck

in the process.”

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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

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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

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YES! I’m so excited to give our customers personalised messaging

Me too!

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As more content becomes dynamic; SEO needs to be part of that

conversation

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Single audiences

Landing Page

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http://labs.linkdex.com/term-tagger/

Understand the intent behind keywords

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Create personas and journeys based on keyword topics

http://www.slideshare.net/SearchMarketingExpo/persona-driven-keyword-research-by-michael-king

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GA Audience segmentation to optimise content for personas

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Tools to play with

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Thank you!