Kirsty Hulse - When our affair with content means we cheat on customer experience
Transcript of Kirsty Hulse - When our affair with content means we cheat on customer experience
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When our affair with content means we cheat on
customer experience
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A little about me.
Kirsty Hulse@kirsty_hulse
Head of SEO Best Practice@linkdex
Founder @manym1nd5
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We’ve fallen in love with content marketing
@kirsty_hulse
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Over 85% of brands are doing it
Content Marketing Institute
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We spend a quarter of our budgets on it
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70% of brands created more content this year
than they did last year
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Retailers are becoming publishers and publishers are becoming retailers
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27% brand growth 2012 vs 2014
Jan 2012 Jan 2014Jan 2013 Jan 2015
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This is great, but we’re missing something
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When you have high authority editorial content...
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...that content will rank for transactional queries
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...which actually isn’t always the best customer experience
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ChinosDinner Jackets Tom Ford
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BackpacksUnderwear
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Long form editorial
content is perfect for
capturing informational
queries, driving brand
awareness and
influencing purchase
decision
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GIMME
ALL
THE
SHIT I
WANNA
BUY
STUFF
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“You are looking to buy a new dinner suit. Which page do you think best suits your needs?”
84% 16%
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CX Content
ALL THE MONEY
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Optimising editorial content for conversion
Optimising editorial content for conversion
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Audit your old blog content.
Which posts are driving traffic?Where are the opportunities?Where are you missing out?
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Content performance increases long after launch date
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Don’t hide your CTAs
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Test, test, test
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Image quantity and quality and
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Don’t hide product recommendations
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Signpost product pages
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Un-optimise editorial content for transactional product keywords
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This doesn’t feel very sophisticated
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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
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Group keywords according to ranking page, and edit content according to source
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1. Expensive2. Dynamic URLs?! No way!
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$49/pmFree! £95/pm
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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
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Thank you!