SEO: GETTING PERSONAL
Kirsty Hulse @kirsty_hulse
Founder @manym1nd5
The digital marketing agency made up of
some of the world's best independent...
http://conversionxl.com/web-personalization/
Personalisation
The real-time
individualization of a site;
it’s products and/...
The internet is becoming
increasingly personalised
52% of marketers see content
personalization as critical
http://convers...
http://conversionxl.com/web-personalization/
http://raconteur.net/business/customers-want-
personalised-content-and-data-d...
13% of consumers would give up
sex for a month to receive
information that interests them
http://raconteur.net/business/cu...
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 a...
The rise of angularjs
Stack Overflow tags referencing frameworks over time
Single-page apps load a solitary
HTML page into...
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 URLs
http://www.argos.co.uk/static/Browse/ID72/33010534/c_1/1%7ccategory_root%7cBaby+and+nurser...
Include hard-coded text links behind dynamic content
Submit accurate sitemaps
Keep both static and dynamic URLs short
Make...
“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 s...
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
ma...
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-...
GA Audience segmentation to
optimise content for personas
Tools to play with
Thank you!
SEO: Getting Personal
SEO: Getting Personal
SEO: Getting Personal
SEO: Getting Personal
SEO: Getting Personal
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SEO: Getting Personal

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Content personalisation is becoming more prevalent. A site, it's content and/or it's products, change dynamically according to the specific needs of the user. SEO needs to ensure we do not fall behind of this trend.

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SEO: Getting Personal

  1. SEO: GETTING PERSONAL
  2. Kirsty Hulse @kirsty_hulse Founder @manym1nd5 The digital marketing agency made up of some of the world's best independent experts
  3. 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.
  4. The internet is becoming increasingly personalised 52% of marketers see content personalization as critical http://conversionxl.com/web-personalization/
  5. 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
  6. 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
  7. It’s where investment is… 78% of CMOs think personalised content is the future and plan to increase investment
  8. Not just ecommerce sites… http://openaccess.city.ac.uk/1067/1/thurman-schifferes-future-of-personalization.pdf
  9. http://www.slideshare.net/TomAnthony/intelligent-personal-assistants-new-types-of-search Intelligent personal assistants are the future of search
  10. 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/
  11. Ultimately, online experiences are becoming uniquely tailored to you. Quickly
  12. There’s one tiny problem with this http://conversionxl.com/web-personalization/
  13. I don’t care http://conversionxl.com/web-personalization/
  14. Links, static URLs, content, queries, traffic, indexation….
  15. We’re normally so agile
  16. Why?
  17. “It’s always advisable to use static URLs as much as possible”
  18. Sites do rank with dynamic URLs http://www.argos.co.uk/static/Browse/ID72/33010534/c_1/1%7ccategory_root%7cBaby+and+nursery%7c33005732/c_2/2%7 c33005732%7cSleep%7c33008394/c_3/3%7ccat_33008394%7cTravel+cots%7c33010534.htm
  19. 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
  20. “We'll admit it, moving is never easy […] web reputation falls off the truck in the process.”
  21. 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
  22. 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
  23. YES! I’m so excited to give our customers personalised messaging Me too!
  24. As more content becomes dynamic; SEO needs to be part of that conversation
  25. Single audiences Landing Page
  26. http://labs.linkdex.com/term-tagger/ Understand the intent behind keywords
  27. Create personas and journeys based on keyword topics http://www.slideshare.net/SearchMarketingExpo/persona-driven-keyword-research-by-michael-king
  28. GA Audience segmentation to optimise content for personas
  29. Tools to play with
  30. Thank you!

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