Children, Consumer Behavior and Backlink segmentation
You can personalize your landing pages without sacrificing SEO value
I have two children who are nearly exact opposites. My oldest son thinks everything through and is very cautious. He's fiscally responsible already at six. He avoids risk and seeks his comfort zone. He puts the interest of others often ahead of his own.
My daughter is impulsive and free-spirited. She spends her money immediately. At nearly-four we can tell she's vain and self-centered. But she's well-liked and personable. But she often looks before she leaps.
Working with an online retail client recently, I discovered an odd duality between the company's two key target audiences. They wanted to attract site visitors and customer traffic from sources which would deliver both impulse buyers, as well as prospects which have high net-worth and high credit limits.
They want both my son and my daughter (in twenty years).
Backinking value and page personalization can often be at odds
But SEO and backlinking presents problems when it comes to segmentation. You want to tailor the message on your landing page to match the behavioral hot-points of your ideal audience, but you also don't want to distribute the SEO value of that page by dividing it into multiple landing pages.
So how can you personalize your landing and content pages without killing the SEO value of the page?
Use dynamic messaging content.
Use dynamic text and imagery to appeal to different segments
In my retail example above, the two customer types will respond very differently to the copy surrounding the product. The impulse buyer will respond to time-based offers and messages that appeal to vanity and pride.
The more deliberate and thoughtful buyers will appeal to messages of security, value and practicality.
First, define your traffic by each backlink. A visitor from a personal finance blog is more likely to be open to the value/practicality messages while a visit from a fashion blog is more likely to appeal to the pride/vanity messages.
Next, use a good content management system (which you should have to begin with) to deliver different text (and even images) based on the source of each visit.
That way, you've delivered a relevant message to the visitor to increase conversion rate, while retaining the integrity of your backlink.
Follow Ryan at http://Twitter.com/RyanTeeples
I have two children who are nearly exact opposites. My oldest son thinks everything through and is very cautious. He's fiscally responsible already at six. He avoids risk and seeks his comfort zone. He puts the interest of others often ahead of his own.
My daughter is impulsive and free-spirited. She spends her money immediately. At nearly-four we can tell she's vain and self-centered. But she's well-liked and personable. But she often looks before she leaps.
Working with an online retail client recently, I discovered an odd duality between the company's two key target audiences. They wanted to attract site visitors and customer traffic from sources which would deliver both impulse buyers, as well as prospects which have high net-worth and high credit limits.
They want both my son and my daughter (in twenty years).
Backinking value and page personalization can often be at odds
But SEO and backlinking presents problems when it comes to segmentation. You want to tailor the message on your landing page to match the behavioral hot-points of your ideal audience, but you also don't want to distribute the SEO value of that page by dividing it into multiple landing pages.
So how can you personalize your landing and content pages without killing the SEO value of the page?
Use dynamic messaging content.
Use dynamic text and imagery to appeal to different segments
In my retail example above, the two customer types will respond very differently to the copy surrounding the product. The impulse buyer will respond to time-based offers and messages that appeal to vanity and pride.
The more deliberate and thoughtful buyers will appeal to messages of security, value and practicality.
First, define your traffic by each backlink. A visitor from a personal finance blog is more likely to be open to the value/practicality messages while a visit from a fashion blog is more likely to appeal to the pride/vanity messages.
Next, use a good content management system (which you should have to begin with) to deliver different text (and even images) based on the source of each visit.
That way, you've delivered a relevant message to the visitor to increase conversion rate, while retaining the integrity of your backlink.
Follow Ryan at http://Twitter.com/RyanTeeples