When it comes to digital marketing, two tools continuously crop up when it comes to discussing the most effective strategies and the best practices: SEO and content marketing. SEO has dominated the online marketing scheme for about a decade and has been since search engines became a ubiquitous part of digital marketing. SEO was one of the best and significant ways to drive traffic organically to any website online, mainly as users relied on search engines to direct them to what they needed to find.
As the years went by, tools and techniques became more sophisticated. Even SEO developed multiple types to better fit whatever a business might need with their business strategies. Keeping a website SEO optimized or SEO friendly became a major priority of many companies that want to put themselves abreast with the competition in an online world notorious for short attention spans.
SEO marketing had to adapt as well, changing techniques, and stretching its reach. But it came to its full strength when utilized correctly with the other king of digital marketing: dynamic content.
Dynamo: The Power of Dynamic Content
You’ve probably heard the phrase that content is king. Even the most sophisticated SEO techniques driving an audience to a website won’t get them to stay unless the material makes them interested and urges them to pay attention. The only way to monetize your website, blog, or just about any webpage is through great content, and one of the critical content marketing techniques to know is dynamic content.
Dynamic content is typically defined as online content that changes depending on the data received from the users that come into it. It might be text, audio, video—just about any material that adjusts to adapt to the user’s history. The content is modified to display what would most interest the person viewing it, leading to more attention from the customers and increasing conversions.
This is where all the tracking comes in. Gathering customer data is an integral part of dynamic content. Everything from which pages a person visits, their DNS records, interests, and what devices they use, will matter in dynamic content.
Powered by Dynamic SEO
To make dynamic content, the SEO must be dynamic as well. Dynamic SEO works by using specialized techniques. It optimizes a website’s web pages into categories that respond to what a potential lead might be looking for. For example, a site’s web pages could be optimized to respond to keywords of specific colors, brands, or classification of products. Depending on what a potential customer enters into the search engine, the site responds with search results that match those categories. Customers find everything they want instantly, inciting them to click.
No Question, or Not Worth the Risk?
It’s not all smooth sailing with dynamic content, however. It comes with its host of issues. Trying to answer all of a customer’s searches and needs leads to the need for an incredible amount of content. Many new businesses might hedge from it, thinking it’s too much to manage. This problem is solved through content platforms that can even monitor the content’s performance. It can also lead to a complete overhaul of the site’s URL structure, taking a lot of work. A business looking to take advantage of dynamic content’s benefits will need to invest in a good tech team that can handle the restructuring.
But despite the many difficulties, companies are still making the jump towards dynamic content in tandem with dynamic SEO. The benefits outweigh the issues, and the common problems can be resolved.
The Bang for Your Buck: Dynamic Content Puts SEO Front and Center
#1. Get Consistent, Indexable Content for Google.
Companies that deal with products that have incredibly transient prices and ever-changing costs (such as items in travel, transportation, and the like) struggle with Google’s indexing. Data typically has a short life cycle, and there’s plenty of waiting for Google to index it in the first place. Instead, generate indexable content like a dedicated page for a specific area; a website can’t wait for Google if the prices keep changing. Alternatively, if the item deals with travel, bring up content about the city itself and add that to the SEO keywords. It’s a great place to start, and Google can even highlight it, helping you rank. It still “matches” the intent that the customer is searching for.
#2. Fresh Content means more Indexing.
Another great way to utilize dynamic content is to ensure the information is relevant to current events and up-to-date. Clean house on the website and remove old or broken links that are being crawled by Google. By ensuring all the information is relevant, up-to-date, and attractive to its target searchers, more visitors will be inclined to return. It’s a great user experience and improves the website’s rankings on search engines. It leads to direct and organic search visits, developing traffic, and heightening overall ranking.
#3. High Scores and High Conversions
Roll out some dynamic landing pages. These specialized pages showcase a different message for different site visitors. When optimized for dynamic SEO, these specific landing pages are useful for matching particular target demographics. Businesses can take the customer data or information that they get from their ad campaigns and use them to align the targets of their keywords. The copy text will change to match what the target customers are looking for, thereby increasing the likelihood of conversion.
#4. Work that User Experience with Personalized Content.
In line with the dynamic landing pages, personalized content works similarly, but on a broader scale. This form of dynamic content vastly improves the user experience by ensuring that they see precisely what they’re most interested in. A great example of this is YouTube. By studying the user’s previously watched videos or search history, they can showcase recommendations of videos that the user is interested in right from when they open the page. Amazon and eBay do similar tactics by studying previous purchases or browsed items and recommending similar products to customers. This growth hacking technique means customers and users spend more time on the site, and organic traffic increases, boosting SEO strategies.
#5. Get the Edge over the Big Boys.
With the online marketing world steadily becoming more competitive as more businesses employ more sophisticated techniques, dynamic content can give a company its edge. Utilizing the appropriate SEO type and tools, marketing teams can look into the keywords that the competition is ranking for and how high they’re ranking. They can turn this to the company’s advantage by utilizing those same keywords and using them on dynamic landing pages. Personalized campaigns will draw more users to the website because they have a better experience than in the competitor pages.
Ultimately, the goal is simple: to drive highly qualified, organic traffic into the site pages and boost page ranks higher on the list. SEO has been an invaluable tool in that regard, using search engines’ power to maximize exposure to target audiences seeking to find answers to their problems. When used correctly and in tandem with the right SEO practices, dynamic content can change the way a business approaches marketing, serves its customers, and gives itself a real edge over the rest of the field.
How has your company handled SEO marketing? Have you considered using dynamic content or dynamic SEO? Let us know about other successful content marketing strategies you know in the comments below.