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What Is Dynamic Content And How Can I Use It?

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Some users may be ready to buy while others need more information or prefer to browse and compare sites. Dynamic content allows you to reach all those people in real-time.

But what is it, and where does it fit in your marketing mix?

Dynamic content is content on a webpage, email, or ad that changes based on a user’s behavior.

Using a content management system (CMS), you can predefine user behaviors that will signal the content to adjust.

These user behaviors include:

The CMS then matches user behavior to the appropriate content.

Then, as users engage with your site or other marketing assets, the CMS triggers relevant content to drive them down the buyer’s funnel.

A typical example of dynamic content is online retail sites. Users see recommended products, emails about abandoned carts, or ads for relevant products.

Dynamic Content vs. Static Content

Static content is the opposite of dynamic content: these are the website pages that stay the same, no matter who views them.

Specifically, dynamic content:

  • Can be personalized.
  • Is database-driven.
  • Is a more user-friendly experience.

On the other hand, static content:

  • Is stored on HTML files.
  • Doesn’t change or recognize behavior.
  • Doesn’t take long to create.

For smaller websites, like portfolios, it may be beneficial to use static pages because there is less content for the user to sift through.

Additionally, many website editors use dynamic and static content simultaneously.

For example, their homepage and blog could be dynamic, but their pricing page is static since that information never changes.

Benefits Of Dynamic Content

Dynamic content can provide valuable information to site editors based on user behavior. Some benefits include:

  • A personalized experience: By creating a customized experience for each type of customer, you can help build trust and relevancy.
  • Guided buyer’s journey: Dynamic content can help guide users through the buyer’s funnel organically since they have the content they need to make a buying decision.
  • Relevancy: Since users are served relevant content, dynamic content reduces the bounce rate.
  • Automatic: Once you set up dynamic content, you do not need to monitor it.
  • Engagement: User preferences are loaded once the site is revisited, which creates a faster experience for the user.

Additionally, customers respond well to dynamic content. Some statistics include:

  • Emails with personalized subject lines are 26% more likely to be opened.
  • 80% of consumers are more likely to do business with a company that offers personalized experiences.
  • 52% of customers expect personalized offers.

Dynamic Content Examples

As an active internet user, you’ve encountered websites or other dynamic types of content.

Common examples of dynamic content include:

  • Personalized email subject lines.
  • Recommended products on ecommerce sites.
  • Ads promoting products you were previously browsing.
  • Special prices based on location.
  • Abandoned cart emails.

When marketers use content like the examples above, they gather valuable pieces of information, such as:

  • How many times does a user visit a website?
  • What pages do users see, and how long do they stay?
  • What products have users previously viewed or bought?
  • What keywords brought the user to a website?

This information can help marketers provide a more customized experience for users.

Dynamic Content Strategies

Like all marketing strategies, dynamic content should have a purpose on your site.

Before you implement any dynamic content, you’ll want to ask how it will help customers navigate your site. Consider questions such as:

  • What am I trying to get the customer to do?
  • What type of content will be most helpful?
  • What path do I want the customer to take?
  • How does the customer interact with my brand (i.e., social media, search, email)?

These questions can help guide a more meaningful and purposeful strategy to create a better customer experience.

Special Offerings

You can use dynamic content to serve new offerings with downloadable offers.

For example, you have an eBook download that you’ve offered to customers.

Dynamic triggers can suggest an alternate offering if they’ve already downloaded the eBook.

Additionally, you can provide different form fields to other customers to gather more information. You can use this information to understand what offers to deliver.

Guide People Down The Funnel

As marketers, we must ensure potential customers are getting the necessary information to make a buying decision. Dynamic content can help.

Behavior from previous visits can ascertain a user’s intention and point to content that can guide them toward a buying decision.

An excellent example of this is an email nurturing campaign.

These campaigns are based on content the user previously visited.

Then, marketers send related content to the user, hoping it will help them make a purchase decision.

Give More Access To Repeat Customers

Do you have numerous amounts of content to give, but it’s hidden behind a form?

While this is a great lead generation tactic, you may see repeat customers filling out forms repeatedly to gain access.

However, you have all their information if they’ve already filled out a form.

Instead of making your loyal customers fill out endless forms, you can use dynamic content to recognize repeat customers.

This action can help them bypass the form and get straight to the content.

Provide Different Content

Dynamic content can help you remain relevant to many different customers based on location and need.

For instance, if you are a clothing website, you can create other images and page content that speaks to a customer in a high desert area while also serving content to a customer in a much colder climate.

Additionally, if you have a blog, you can serve more relevant articles to the user based on previous data.

For example, say a user has been looking at blogs concerning link building.

Dynamic content can use that data to serve them more link-building topics the next time they visit the blog.

Serve Targeted Ads

Some ads follow you around. This is another form of dynamic content.

These ads use your search behavior to serve users relevant products.

You can also use these targeted ads for downloadables, ebooks, event reminders, or other demographics.

Dynamic content can help you uncover multitudes of information about your customers.

However, more importantly, it can create a custom experience for users that keeps relevant content in front of them.

This strategy creates a more personalized and tailored web experience to increase repeat customers.

More resources:


Featured Image: Roman Samborskyi/Shutterstock

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Google Updating Cryptocurrency Advertising Policy For 2024

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Google Updating Cryptocurrency Advertising Policy For 2024

Google published an announcement of upcoming changes to their cryptocurrency advertising policies and advises advertisers to make themselves aware of the changes and prepare to be in compliance with the new requirements.

The upcoming updates are to Google’s Cryptocurrencies and related products policy for the advertisement of Cryptocurrency Coin Trusts. The changes are set to take effect on January 29th, 2024.

Cryptocurrency Coin Trusts are financial products that enable investors to trade shares in trusts holding substantial amounts of digital currency. These trusts provide investors with equity in cryptocurrencies without having direct ownership. They are also an option for creating a more diversified portfolio.

The policy updates by Google that are coming in 2024 aim to describe the scope and requirements for the advertisement of Cryptocurrency Coin Trusts. Advertisers targeting the United States will be able to promote these products and services as long as they abide by specific policies outlined in the updated requirements and that they also obtain certification from Google.

The updated policy changes are not limited to the United States. They will apply globally to all accounts advertising Cryptocurrency Coin Trusts.

Google’s announcement also reminded advertisers of their obligation for compliance to local laws in the areas where the ads are targeted.

Google’s approach for violations of the new policy will be to first give a warning before imposing an account suspension.

Advertisers that fail to comply with the updated policy will receive a warning at least seven days before a potential account suspension. This time period provides advertisers with an opportunity to fix non-compliance issues and to get back into compliance with the revised guidelines.

Advertisers are encouraged to refer to Google’s documentation on “About restricted financial products certification.”

The deadline for the change in policy is January 29th, 2024. Cryptocurrency Coin Trusts advertisers will need to pay close attention to the updated policies in order to ensure compliance.

Read Google’s announcement:

Updates to Cryptocurrencies and related products policy (December 2023)

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SEO Trends You Can’t Ignore In 2024

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SEO Trends You Can’t Ignore In 2024

Most SEO trends fade quickly. But some of them stick and deserve your attention.

Let’s explore what those are and how to take advantage of them.

If you give ChatGPT a title and ask it to write a blog post, it will—in seconds.

This is super impressive, but there are a couple of issues:

  • Everyone else using ChatGPT is creating the same content. It’s the same for users of other GPT-powered AI writing tools, too—which is basically all of them.
  • The content is extremely dull. Sure, you can ask ChatGPT to “make it more entertaining,” but it usually overcompensates and hands back a cringe version of the same boring content.

In the words of Gael Breton:

How to take advantage of this SEO trend

Don’t use AI to write entire articles. They’ll be boring as heck. Instead, use it as a creative sparring partner to help you write better content and automate monotonous tasks.

For example, you can ask ChatGPT To write an outline from a working title and a list of keywords (which you can pull from Ahrefs)—and it does a pretty decent job.

Prompt:

Create an outline for a post entitled “[working title]” based on these keywords: [list]

Result:

ChatGPT's outline for a blog post. Pretty good!ChatGPT's outline for a blog post. Pretty good!

When you’ve written your draft, you can ask to polish it in seconds by asking ChatGPT to proofread it.

ChatGPT proofreading my content and making it betterChatGPT proofreading my content and making it better

Then you can automate the boring stuff, like creating more enticing title tags…

ChatGPT writing enticing title tagsChatGPT writing enticing title tags

… and writing a meta description:

ChatGPT writing a meta descriptionChatGPT writing a meta description

If you notice a few months down the line that your content ranks well but hasn’t won the featured snippet, ChatGPT can help with that, too.

For example, Ahrefs tells us we rank in position 3 for “affiliate marketing” but don’t own the snippet.

Ahrefs showing featured snippets that we don't own, despite ranking in the top 3Ahrefs showing featured snippets that we don't own, despite ranking in the top 3

If we check Google, the snippet is a definition. Asking ChatGPT to simplify our definition may solve this problem.

ChatGPT rewriting a definition and making it betterChatGPT rewriting a definition and making it better

In short, there are a near-infinite number of ways to use ChatGPT (and other AI writing tools) to create better content. And all of them buck the trend of asking it to write boring, boilerplate articles from scratch.

Programmatic SEO refers to the creation of keyword-targeted pages in an automatic (or near automatic) way.

Nomadlist’s location pages are a perfect example:

Example of a page from NomadListExample of a page from NomadList

Each page focuses on a specific city and shares the same core information—internet speeds, cost, temperature, etc. All of this information is pulled programmatically from a database and the site gets an estimated 46k monthly search visits in total.

Estimated monthly search traffic to NomadListEstimated monthly search traffic to NomadList

Programmatic SEO is nothing new. It’s been around forever. It’s just the hot thing right now because AI tools like ChatGPT make it easier and more accessible than ever before.

The problem? As John Mueller pointed out on Twitter X, much of it is spam:

How to take advantage of this SEO trend

Don’t use programmatic SEO to publish insane amounts of spam that’ll probably get hit in the next Google update. Use it to scale valuable content that will stand the test of time.

For example, Wise’s currency conversion pages currently get an estimated 31.7M monthly search visits:

Estimated monthly search traffic to Wise's currently conversion pages (insane!)Estimated monthly search traffic to Wise's currently conversion pages (insane!)

This is because the content is actually useful. Each page features an interactive tool showing the live exchange rate for any amount…

The interactive currently conversion tool on Wise's pagesThe interactive currently conversion tool on Wise's pages

… the exchange rate over time…

The exchange rate over time graph on Wise's pagesThe exchange rate over time graph on Wise's pages

… a handy email notification option when the exchange rates exceed a certain amount…

The email notification option on Wise's pagesThe email notification option on Wise's pages

… handy conversion charts for popular amounts…

The handy conversion charts on Wise's pagesThe handy conversion charts on Wise's pages

… and a comparison of the cheapest ways to send money abroad in your chosen currency:

The useful comparison table on Wise's pagesThe useful comparison table on Wise's pages

It doesn’t matter that all of these pages use the same template. The data is exactly what you want to see when you search [currency 1] to [currency 2].

That’s probably why Wise ranks in the top 10 for over 66,000 of these keywords:

Wise's keyword rankings for currency conversion pagesWise's keyword rankings for currency conversion pages

Looking to take advantage of programmatic content in 2024 like Wise? Check out the guide below.

People love ChatGPT because it answers questions fast and succinctly, so it’s no surprise that generative AI is already making its way into search.

For example, if you ask Bing for a definition or how to do something basic, AI will generate an answer on the fly right there in the search results.

Bing's search results for "definition of mental health"Bing's search results for "definition of mental health"
Bing's search results for "how to add drop down list in google sheets"Bing's search results for "how to add drop down list in google sheets"

In other words, thanks to AI, users no longer have to click on a search result for answers to simple questions. It’s like featured snippets on steroids.

This might not be a huge deal right now, but when Google’s version of this (Search Generative Experience) comes out of beta, many websites will see clicks fall off a cliff.

How to take advantage of this SEO trend

Don’t invest too much in topics that generative AI can easily answer. You’ll only lose clicks like crazy to AI in the long run. Instead, start prioritizing topics that AI will struggle to answer.

How do you know which topics it will struggle to answer? Try asking ChatGPT. If it gives a good and concise answer, it’s clearly an easy question.

For example, there are hundreds of searches for how to calculate a percentage in Google Sheets every month in the US:

Estimated monthly search volume for "google sheets percentage formula" via Ahrefs' Keywords ExplorerEstimated monthly search volume for "google sheets percentage formula" via Ahrefs' Keywords Explorer

If you ask ChatGPT for the solution, it gives you a perfect answer in about fifty words.

ChatGPT's answer to the Google Sheets percentage calculation formulaChatGPT's answer to the Google Sheets percentage calculation formula

This is the perfect example of a topic where generative AI will remove the need to click on a search result for many.

That’s probably not going to be the case for a topic like this:

Example of a topic that AI shouldn't impact too muchExample of a topic that AI shouldn't impact too much

Sure. Generative AI might be able to tell you how to create a template—but it can’t make one for you. And even if it can in the future, it will never be a personal finance expert with experience. You’ll always have to click on a search result for a template created by that person.

These are the kinds of topics to prioritize in 2024 and beyond.

Sidenote.

None of this means you should stop targeting “simple” topics altogether. You’ll always be able to get some traffic from them. My point is not to be obsessed with ranking for keywords whose days are numbered. Prioritize topics with long-term value instead.

Bonus: 3 SEO trends to ignore in 2024

Not all SEO trends move the needle. Here are just a few of those trends and why you should ignore them.

People are using voice search more than ever

In 2014, Google revealed that 41% of Americans use voice search daily. According to research by UpCity, that number was up to 50% as of 2022. I haven’t seen any data for 2023 yet, but I’d imagine it’s above 50%.

Why you should ignore this SEO trend

75% of voice search results come from a page ranking in the top 3, and 40.7% come from a featured snippet. If you’re already optimizing for those things, there’s not much more you can do.

People are using visual search for shopping more than ever

In 2022, Insider Intelligence reported that 22% of US adults have shopped with visual search (Google Lens, Bing Visual Search, etc.). That number is up from just 15% in 2021.

Why you should ignore this SEO trend

Much like voice search, there’s no real way to optimize for visual search. Sure, it helps to have good quality product images, optimized filenames and alt text, and product schema markup on your pages—but you should be doing this stuff anyway as it’s been a best practice since forever.

People are using Bing more than ever before

Bing’s Yusuf Mehdi announced in March 2023 that the search engine had surpassed 100M daily active users for the first time ever. This came just one month after the launch of AI-powered Bing.

Why you should ignore this SEO trend

Bing might be more popular than ever, but its market share still only stands at around ~3% according to estimates by Statcounter. Google’s market share stands at roughly 92%, so that’s the one you should be optimizing for.

Plus, it’s often the case that if you rank in Google, you also rank in Bing—so it really doesn’t deserve any focus.

Final thoughts

Keeping your finger on the pulse and taking advantage of trends makes sense, but don’t let them distract you from the boring stuff that’s always worked: find what people are searching for > create content about it > build backlinks > repeat.

Got questions? Ping me on Twitter X.



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Mozilla VPN Security Risks Discovered

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Mozilla VPN Security Risks Discovered

Mozilla published the results of a recent third-party security audit of its VPN services as part of it’s commitment to user privacy and security. The survey revealed security issues which were presented to Mozilla to be addressed with fixes to ensure user privacy and security.

Many search marketers use VPNs during the course of their business especially when using a Wi-Fi connection in order to protect sensitive data, so the  trustworthiness of a VNP is essential.

Mozilla VPN

A Virtual Private Network (VPN), is a service that hides (encrypts) a user’s Internet traffic so that no third party (like an ISP) can snoop and see what sites a user is visiting.

VPNs also add a layer of security from malicious activities such as session hijacking which can give an attacker full access to the websites a user is visiting.

There is a high expectation from users that the VPN will protect their privacy when they are browsing on the Internet.

Mozilla thus employs the services of a third party to conduct a security audit to make sure their VPN is thoroughly locked down.

Security Risks Discovered

The audit revealed vulnerabilities of medium or higher severity, ranging from Denial of Service (DoS). risks to keychain access leaks (related to encryption) and the lack of access controls.

Cure53, the third party security firm, discovered and addressed several risks. Among the issues were potential VPN leaks to the vulnerability of a rogue extension that disabled the VPN.

The scope of the audit encompassed the following products:

  • Mozilla VPN Qt6 App for macOS
  • Mozilla VPN Qt6 App for Linux
  • Mozilla VPN Qt6 App for Windows
  • Mozilla VPN Qt6 App for iOS
  • Mozilla VPN Qt6 App for Androi

These are the risks identified by the security audit:

  • FVP-03-003: DoS via serialized intent
  • FVP-03-008: Keychain access level leaks WG private key to iCloud
  • VP-03-010: VPN leak via captive portal detection
  • FVP-03-011: Lack of local TCP server access controls
  • FVP-03-012: Rogue extension can disable VPN using mozillavpnnp (High)

The rogue extension issue was rated as high severity. Each risk was subsequently addressed by Mozilla.

Mozilla presented the results of the security audit as part of their commitment to transparency and to maintain the trust and security of their users. Conducting a third party security audit is a best practice for a VPN provider that helps assure that the VPN is trustworthy and reliable.

Read Mozilla’s announcement:
Mozilla VPN Security Audit 2023

Featured Image by Shutterstock/Meilun

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