More than one in two marketers believe personalization of a brand’s content is paramount, and 78% of them plan to allocate more money in the future, according to Kirsty Hulse, the founder of the English digital marketing agency Manyminds. In his presentation SEO: Getting Personal, this SEO specialist explains how an adapted SEO strategy can lead to personalize content on a site.
Dynamic URLs at the heart of personalization
For Kirsty Hulse, the key to personalization lies in the use of dynamic URLs, these URLs that are displayed following requests made in a database or following a visit to the store. Traditionally considered to be poorly referenced by search engines, these URLs can still be taken into account by their robots, thanks to a certain number of good practices, detailed in the presentation.
It is a long-term project that a brand must carry out. Until it is in place, it may initially see a deterioration in its online reputation, warns the SEO specialist.
But with 75% of consumers saying they appreciate brands personalizing their content according to their tastes, they can’t ignore the issue. Personalization is even one of the keys to a successful customer experience, if we are to believe the results of a study carried out by the Economist Intelligence Unit last April.
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