Most of the new technologies aim to tailor the online experiences of customers to best fit their preferences and needs. For this reason, modern webpages are primarily served with lots of dynamic content that vary, based on the inputs offered by the visitors, or depending on their preferences and needs.
This post will give you insights about dynamic content and let you know everything about it.
What is Dynamic Content?
Dynamic content also referred to as adaptive content is the web content that changes based on the interests, preferences, and behavior of the user. It is related to websites and email content and is generated in accordance with the requests of a user. Dynamic content is tailored as per the customer’s preferences and adapts based on the information you have about the user. The core aim of dynamic content is to deliver a satisfying and engaging online experience for the visitors.
Mostly powered by scripts and applications, dynamic content works in contrast with static content. An ideal example of dynamic content is HTML content of an email or landing page that changes to display data, which is relevant for the viewers based on their preferences, interests, and previous interactions with the website.
Difference between Dynamic Content and Static Content:
The content of a site that does not remains stable and is constantly changing according to the inputs and preferences of user inputs is known as dynamic content. A good example of this is the product page. The product page has all product details like price, description, quantity, and product name stored in the database and appears when a user is viewing the webpage for a particular product.
This way, the content is dynamically generated by the CMS and it keeps on changing across products. Another section of websites with dynamic content is the blog’s page.
Static content is that content of the website that remains the same and does not change across pages. The static content also serves as a database of the website and can be the same across pages. For example, your website’s homepage, introduction page, navigation menu, logo, footer or header is all static content. Since static content serves different purposes, so, it must be treated differently than dynamic content.
Dynamic Content and SEO:
Dynamic content is one that is automatically tailored to the behavior and history of a user. The content is good for websites as it makes them more useful and personalized for visitors. However, it makes unbeneficial as such content is based on Java and Ajax, both of which are not visible to Google bots, most of the times. Moreover, dynamic HTML content requires cookies and sessions IDs in the base code, both of which can lead to bailing out of the website by Google bots.
Despite this fact, dynamic content can lead to numerous benefits to a website. Some of the SEO benefits of dynamic content are:
1. Up-to-Date Content:
As compared to static content, dynamic content is up-to-date and fresh. It is relevant to present events and offer the latest information for current queries. If your website content is fresh and free of broken or old links, Google is more likely to index such information. Regular crawling and indexing of deeper pages are augmented to a great extent with fresh content.
Live news channels, digital entertainment, social media websites, and e-commerce businesses are some of the examples of dynamic content incorporating fresh content.
2. Improved User Experience with Personalized Content:
Another benefit of dynamic content is that it helps to improve user experience. It is because the content is based on data collected from the searcher through ratings, history, selected videos, and prior purchases. This way, personalized content is offered to the users leading to enhanced user experience.
From a search engine point of view, when visitors remain for a longer time on your website, they tend to make more offers and ultimately buy your products. This further enhances the organic traffic to your website.
3. Republish Content Without Losing Rank:
One good thing about dynamic content for SEO is that it enables you to substantially republish or alter the visitor’s experience by updating the content without losing SEO rank. You can completely change your homepage and webpages content, which can be viewed by search engines without causing any loss to your rank.
4. Lowered Bounce Rate
Dynamic content offers you with more useful and personalized landing pages. As a result, your website’s bounce rate is reduced to a great extent. Eventually, this generates a positive impact on your SERPs rankings.
SEO Strategies for Dynamic Content:
1. Avoid Spending Too Much Time Optimizing the Homepage
Don’t put much of your time and efforts in optimizing the homepage. Make sure that your homepage is clear and have fast loading speed. It must help a user to easily navigate through the website so that they can easily go wherever they want to go.
2. Have Enough Static Content on Your Product Category Pages:
If you are an e-commerce store then you must be having numerous category pages on your website. Make sure that every page on your website is optimized and has a relevant copy, which means that the page content is always changing. However, there is part of the content that remains static.
With relevant subcategories, titles, and other aspects, your page will be less dynamic and hence perfectly balanced.
3. Avoid Focusing on the Generated Pages When You Filter:
When people search and filter, there are some platforms that will generate multiple similar URLs, which can affect the SEO ranking of all such pages, including your landing page. For this reason, you must generate a string in the URL, which is human-friendly.
4. Focus on the Product Pages:
The products usually surface in search engine results pages when people search for that specific product. Hence, optimize these pages. Make sure that you regularly monitor the rankings as users clicking on the result are much more likely to be displayed what they are after and ultimately buy your product.
5. Include Dynamic Content Only When it is Necessary:
Finally, it is important that you must include dynamic content only when it is necessary. For example, avoid including blog content on the product page. This way, you are directing your users to shift to your blog first before they buy the product. Instead, use the blog content to boost traffic to the pages on your website that drive more business.
How to Make Dynamic Pages SEO Optimized:
Google indexes dynamic pages most of the times, Googlebot still finds it difficult to index webpages with dynamic content. Hence, there are some SEO strategies that you can practice for making dynamic pages SEO friendly.
1. Write Clean URLs:
URLs with dynamic content possess a high volume of parameters and are usually challenging for the search engines. Hence, it is suggested to write clean and user-friendly URLs for dynamic pages so that it is easier for the search engines to index it.
2. Limit the Number of URL Parameters:
Furthermore, it is essential to limit the number of URL parameters and keep them one or two. This is of paramount importance as it makes it convenient for search engines to crawl the website. Therefore, limit the parameters as and when possible.
If there are filters available on your website, like your e-commerce store, make sure that all filtered URLs are set with a canonical backlink to the central page. You must set such pages as ‘noindex, follow.’
3. Single Version of the Page Must be Offered to Spiders of Search Engines:
Creating static pages, which are replicas of the dynamic pages, is not a good practice. However, if you practice it, make sure you inform Googlebot as well as other spiders for the same so that they can index the replicated copy by utilizing the robots.txt.file.
4. Design Sitemaps:
One good and easy SEO practice to let search bots index your dynamic pages is creating sitemaps. This way, it is easier for search bots to index all kinds of pages of your website. It is possible to manage the sitemaps with Google search console.
Presently, search engines are highly sophisticated than before and hence dynamic pages are not indexed; it simply takes much time for the pages to be completely indexed as compared to the static pages. However, Google understands the significance of dynamic pages. By using the above-mentioned strategies for SEO, you can make it easier for your dynamic content pages to get indexed easily.
Ways to Boost Conversions with Dynamic Content:
One of the best things about dynamic content is that it can be used on a site to boost conversions by creating a more intuitive, smoother, and relevant user experience. Here check some of the best ways dynamic content can be used to boost website conversions.
1. Data-Driven and Personalized Recommendations:
Suggestions and recommendation engines have received lots of attention in the past years, primarily in relation to the practices of Netflix, Amazon, and other big corporations that create personalized content and user journey as a central element of their service.
Contradicting to the common belief, recommender systems are not limited to e-commerce platforms only. They can be used to personalize content for travel sites, dating platforms, and others. If your website offers lots of stuff, then implementing a recommender system is a great idea.
The most popular recommender method is collaborative filtering that let’s capturing taste or preference of users by analyzing their behavior. The advantage here is that you can get recommendations based on the actual preferences and habits of the users.
2. Using Dynamic Content to Enhance Website Search:
Nowadays, the search is a more prominent aspect of navigation and the quality or search can make a huge impact on your website’s conversion rates. If you offer limited types of goods, based on categories and products as per search terms, you can boost the search process.
Another way to streamline customer journey is to reorder items on the search listing pages. This can be done based on purchase history and personal click as well as the popularity of the item.
3. Call-to-Actions with Dynamic Content:
Call to action links is extremely important for a business website as they act as a direct point of connection between the business and users. Dynamic CTAs can streamline the journey of the user right from the first interaction.
This can be achieved by connecting such systems or extensions of a central CRM that let user data stay consistent across all platforms involved. Dynamic CTAs can be created based on the following considerations:
- Customer feedback
- Customer surveys including information on income, monthly visits, industry, and more
- Contact database
- Market segmentation and research including external and internal databases
4. Intellectual Pop-ups:
Intellectual or intelligent pop-ups showcase dynamic content based on ad-hoc signals like time spent on a page or exit intent.
The intelligent pop-up section based on dynamic content implies having an appropriate reaction in the correct time to certain user signals which can boost the chances of visitors to convert. This can be a subscription form, a correctly times discount offer or a reminder about items in an abandoned cart.
The important criteria for which the dynamic content is based can be:
- Referral source – Showcasing various pop-up messages to visitors coming from certain platforms
- Geo-location – Showcasing different content to users from distinct geological locations to break down language constraints and boost conversions.
- Cart Content – Highlighting the cart content in exit intent pop-up is an ideal way to reduce cart abandonment rates.
- Engagement Levels – Presenting different messages to users with varying engagement levels to boost conversions.
5. Dynamic Banners:
Dynamic banner ads can help preserve the consistency of the experience when a visitor had left a website. Such banners come in the form of retargeting and they offer a great alternative to static banner ads and sloppy text.
Just make sure that dynamic banner ads are displayed on the website as well as offsite channels.
Dynamic content not only offers SEO benefits but can also be used to boost conversions by creating intuitive and relevant UX. It is really worth investing in dynamic content strategies as it can definitely maximize the benefits to your business.