Is Cookie-Based Personalization The Way To Go?

From the Market Motive Forums: When Is Cookie-Based Personalization The Right Choice?

SearchAre you thinking about ramping up your personalization program to potentially personalize website content to specific visitor groups? By doing so varying content would be presented to different visitors in hopes of delivering them a more personalized experience.

Seems like a total no-brainer.

But what if this tactic negatively affects your SEO efforts?

Personalization is one of the most exciting things in online marketing right now. The search-engine friendliness will all be determined by how it’s implemented. If it’s cookie-based, then the content only shows to users with a specific cookie set and thereby, not to search engines, which will see your default content.

Regional or time-based content might present a few issues. If a search engine is crawling from a location you are targeting, then it will download that content and potentially publish it out in the search results. If you are changing content based on time, then there would not be anything screening search engines from picking up and publishing the same thing.

If your website content is being changed based on those factors, then search engines can pick up those personalizations.

That is why it’s a good idea to go with cookie-based personalization, as it only appears to specific users and not in the general content.

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  1. Jeff says

    We agree that cookie based personalization is a great choice! There are ways to automate personalization based on content that a visitor is consumed, even if they’re anonymous…a tool like Triblio for example would allow you to scale a content personalization strategy like the one you outlined.

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