SEO: GETTING PERSONAL

Kirsty Hulse @kirsty_hulse
Founder @manym1nd5

The digital marketing agency made up of
some of the world's best independent
experts

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.

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

The internet is becoming
increasingly personalised
52% of marketers see content
personalization as critical
http://conversionxl.com/web-personalization/

75% of consumers like it when
brands personalise their content

http://raconteur.net/business/customers-wantpersonalised-content-and-data-driven-commerce
http://conversionxl.com/web-personalization/

13% of consumers would give up
sex for a month to receive
information that interests them

http://raconteur.net/business/customerswant-personalised-content-and-datadriven-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

Intelligent personal assistants are
the future of search

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

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

Understand the intent behind
keywords
http://labs.linkdex.com/term-tagger/

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!