SEO: GETTING PERSONAL

Kirsty Hulse @kirsty_hulse Founder @manym1nd5
The digital marketing agency made up of some of the world's best independent experts

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.

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

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

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

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 are
the future 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

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-research-by-michael-king

GA Audience segmentation to optimise
content for personas

Tools to play with

Thank you!