Published: January 8, 2015
According to Kara Alcamo (via Conductor), personalization is one of the biggest things to stay on top of in 2015. “From personalized Coke cans to the hyper-viral ALS ice bucket challenge, the trend noticed across successful campaigns is that they’re heavily personalized. In both of those cases, they’re literally calling people out by name.”
Today’s marketing technology allows us to bring more meaningful content to people at the right times. We are far beyond just including a person’s name in the email salutation, for example, and getting into things like serving different banner images or different page content to different visitors based on their interests and histories.
Known as dynamic content, this next phase in persona based marketing, will allow us to serve up highly personalized, relevant and different content to each person that visits our website. This content changes frequently based on past actions of site visitors and often includes rich content like images and videos.
Not only applicable to attracting and engaging people with information they are interested in, dynamic content and serving up stories based on highly targeted personas holds great potential in the future of SEO.
“The implications of dynamic content on a site are clearly impactful to organic search, so as SEO experts we need to be prepared. I’m not talking just about making sure that you don’t run into issues regarding duplicate content or cloaking, but also how Google will react to these developments. They already test site performance and delivery on various mobile devices, and show different results based on location and search history, so it isn’t a far stretch to think that Google may have different profiles to test what content is delivered by a site to various personas or profiles. They may then adjust their search results based on how relevant a site is to that profile/persona. This type of personalization technology isn’t widely adopted yet, but as with any technology I think it will become more accessible with time.”
“…It isn’t a far stretch to think that Google may have different profiles to test what content is delivered by a site to various personas or profiles. They may then adjust their search results based on how relevant a site is to that profile/persona.”