Guest Columnist: 10 Tips for Content Optimization
5. Analyze behavioral data such as purchase history, user activity and popularity to make relevant recommendations of additional content that might be of interest, as well as compare textual descriptions between content using metadata, topics, genres, concepts or entities – and combine them to produce compelling results. Recommendation options should include:
• If you like X, you'll like Y
• Explicit – User Rating System
• Implicit – User Viewing history
• Users similar to you liked X
• Behavioral Groups of Users
• Beyond basic demographics
• Optimize Member data
• Users in your Social Network like X
• Location Based Services
• Show more like this
• Country, City, Person, Team, etc
6. Enable creation of custom site sections and targeted microsites for every user in real time. It's important to note that this isn't about narrowing user experiences into filtered 'personal homepages', but instead creating infinite channel opportunities across infinite topics, utilizing all of your readers' data and specific user queries, driving long tail content engagement.
Let's say you have pre-built sections for major global regions, but due to a major event, a specific topic or country is dominating the news that isn't on the front page. A reader could search, for example, 'Italy' and immediately find a dedicated page with feature stories, videos, blogs, interactive maps, etc.
7. Include easy-to-use business rules to support features such as letting the user choose to save their custom content page or setup alerts by registering on the site, driving immediate incremental CRM data and membership/subscriber upsell. Maybe dynamic microsites and research pages are offered only to paying readers.
8. Support content spotlighting to highlight content for specific queries in the form of promotions. Examples include; overriding organic search results with desired order of documents returned for a search query—such as promoting special features over single articles); removing certain documents from search result lists—such as external articles or social blogs; displaying 'Best Bets' set of links for a particular search query; displaying advertisements (image and text) for a particular search query, and redirecting end users to different websites for a particular search query.