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When our affair with content means we cheat on conversion презентация
Содержание
- 1. When our affair with content means we cheat on conversion
- 2. A little about me. Kirsty Hulse @kirsty_hulse
- 3. We’ve fallen in love with content marketing
- 4. Over 85% of brands are doing it
- 5. We spend a quarter of our budgets on it
- 6. 70% of brands created more content this year than they did last year
- 7. Only 21% say they understand if this
- 8. Retailers are becoming publishers and publishers are becoming retailers
- 10. 27% brand growth 2012 vs 2014 Jan 2012 Jan 2014 Jan 2013 Jan 2015
- 11. This is great, but we’re missing something
- 12. When you have high authority editorial content...
- 13. ...that content will rank for transactional queries
- 14. Chinos Dinner Jackets Tom Ford
- 16. Backpacks Underwear
- 17. Long form editorial content is perfect for
- 18. GIMME ALL THE SHIT I WANNA BUY STUFF
- 20. “You are looking to buy a new
- 21. CRO Content All the money
- 22. Optimising editorial content for conversion Optimising editorial content for conversion
- 23. Audit your old blog content. Which
- 24. Content performance increases long after launch date
- 25. Don’t hide your CTAs
- 28. Test, test, test
- 30. Image quantity and quality and
- 32. Don’t hide product recommendations
- 33. Signpost product pages
- 34. Un-optimise editorial content for transactional product keywords
- 36. This doesn’t feel very sophisticated
- 37. Content personalisation http://searchenginewatch.com/sew/how-to/2334157/how-personalizing-websites-with-dynamic-content-increases-engagement Content personalisation allows you
- 38. Group keywords according to ranking page, and edit content according to source
- 39. 1. Expensive 2. Dynamic URLs?! No way!
- 40. $49/pm Free! £95/pm
- 41. Include hard-coded text links behind dynamic content
- 42. Thank you!
A little about me. Kirsty Hulse @kirsty_hulse Founder @manym1nd5 Head of SEO Best Practice
Слайд 7Only 21% say they understand if this content has value
84% their
top goal is “brand awareness”
Слайд 17Long form editorial content is perfect for capturing informational queries, driving
brand awareness and influencing purchase decision
Слайд 20“You are looking to buy a new dinner suit. Which page
do you think best suits your needs?”
84%
16%
Слайд 23Audit your old blog content.
Which posts are driving traffic?
Where are the
opportunities?
Where are you missing out?
Where are you missing out?
Слайд 37Content 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
Слайд 41Include 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.
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
