Our New Personalization Elementor Widget

You asked for it, and our developers made a huge effort and got it done quickly! We are proud to present our new Elementor widget and to show you a simple way to use any Elementor element inside If-So – NO CODING REQUIRED!

Introducing the New Elementor Widget

The new Elementor widget makes it easier to add an If-So trigger to your page, manage your dynamic versions, and best of all, see the results!

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How to Create Dynamic Content in the Gutenberg Editor

Creating Dynamic Content on Gutenberg Page Editor with If-So

If-So Dynamic Content provides an effortless way to design a personalized experience while building your page in Gutenberg. You simply create several versions of any element on your site and set up the conditions in which each version will show. Using the dedicated Dynamic Content Gutenberg block, you then add the dynamic trigger to your post or page.

Let’s look closer at how this works in practice:

Step 1: Creating a Dynamic Trigger

Creating a dynamic trigger takes less than a minute. After activating If-So on your site, you’ll have the option to create a new dynamic trigger. A dynamic trigger is composed of one or more dynamic versions, and default content. Each dynamic version has a condition that is checked when a page on the site is rendered. If the condition of the first dynamic version is met, the version is displayed, if not, If-So will check the condition of the next dynamic version. If none of the conditions are met, the default content will be displayed.

The following chart explains the basics of creating a dynamic trigger: 

Creating a trigger with multiple versions. If the condition of version A is not met, the condition of version B will be checked and so on

Step 2: Adding Dynamic Content to your Site with Gutenberg

As with any other block, there a couple of ways you can add the Dynamic Content Block in the Gutenberg Editor.

  1. Click on the (+) icon, search for “Dynamic” and select the dynamic content block.
  2. Hit the “Enter” key at the end of the content and a new paragraph block will be automatically added. Type “/” and you will see an autocomplete menu with the list of available blocks. Just type “dynamic” for the Dynamic Content Block. 

The Dynamic Content Gutenberg Block

The Dynamic Content Gutenberg block shows a list of your dynamic triggers. Selecting a trigger and updating the page will result in one of the trigger’s content versions to pop up upon page rendering. 

The Dynamic Content Block includes two buttons that will make it easy to add and manage the dynamic content:

1. Edit Trigger – This button will open the trigger’s editing page in a new tab so you can easily edit and update the trigger and apply changes in your dynamic versions.

2. View Trigger – The button allows you to see all the dynamic versions of the trigger exactly as they’ll appear when rendered on your site.  

A screenshot of the Dynamic Content Gutenberg Blog

Tracking the Performance of your Dynamic Content

On each trigger editing page, If-So allows you to track the success of each dynamic version. A built-in analytics system allows you a simple view of how many times each version was displayed, and how many conversions occurred as a result.

A screenshot of the analytics widget

Creating Dynamic Content on Gutenberg Page Editor is a major step forward in terms of improving your UX, conversion rate, and personalization. The If-So Plugin saves your time and budget by offering a simple solution on a familiar interface. 

Download If-So for free from the WordPress directory and open countless new possibilities by providing your visitors a personalized, exciting, content experience.

How to create search term-based content: A step by step guide.

The Google Ads Condition allows you to change content on your website according to the user’s search term to users arriving from Google Ads campaigns.

Make your visitors feel like they have found exactly what they are looking for!

The Google Ads condition is extremely powerful and practical. Setting it up only takes a few minutes and the results are amazing and immediate! By making a minor change to your landing page title or image, you can make any user feel like they have found exactly what they are looking for, which will greatly improve your ROI from Google Ads campaigns.

For example, If a user searches for your product name + recommendations, you can indicate in the headline that your product received particularly high recommendations. If they searched for the product name+price, present price-related information (Graphics: mobile phones, starting at $ 69) and so on, for every product.

How to set up search term-based content using If-So?

Setting up dynamic content according to the search term is extremely simple. No coding is involved.

First, you’ll have to create a Dynamic Trigger using If-So, a dynamic trigger consists of a condition (or several conditions) and a version of the content that will be displayed if it is met.

The second step will be to tell Google Ads which content version to display for each search term. This is done by simply pasting a short string of text that will be generated by If-So during the creation of the dynamic version.

Part 1: Creating dynamic content versions

In this step, we will create two (or more) content versions. It can be versions of any element of your site: Title, text, images, etc.

The dynamic version will be displayed based on a query string that will be added at the end of the URL. For example:

Users who visit the URL your-site.com will see a standard version of your website, while users who visit the URL your-site.com?ifso=red will get to the exact same page with the dynamic content replacing one of the elements or added to the standard version of the page.

  1. On your WordPress dashboard, go to “If>So → Add New Trigger
  2. Click on “Select a condition” and select “Advertising Platforms“.
  3. Select “Google Ads” (it should be the default selection, just make sure it is selected)
  4. Type in a keyword. It can be a word, phrase or one letter. This keyword will be the value of the query string that will eventually be added to the Final URL (ex. If you type “red” the dynamic version will be displayed if the query ?ifso=red will be added at the end of your page URL).
  5. In the content field of the version, set up the dynamic content.
  6. In the default content field, set content to be displayed as default, to users who do not arrive from your ads campaign. This field can be left blank if you don’t want to display anything by default.
  7. Press “Publish” and paste the shortcode generated by If>So in your website.

Part 2: Tell Google Ads when to show each version

There are to ways to set Google Ads to show the dynamic version:
1. Pasting the URL that includes the query string directly in the final URL field.
2. Using the “Tracking Template” field to make Google Ads adding the query string automatically a the end of the Final URL.

Option 1: Using the Final URL field

The Final URL is the URL address of the page on your website that people reach when they click your ad. Its value is set while creating your ad, but can be overridden if you fill it in the keyword level.

Setting up the Final URL in the Keyword-level:

  1. In the page menu, click Keywords
  2. Add the “Final URL” column if needed. Learn more.
  3. Scroll over the “Final URL” column of the keyword you’d like to specify a landing page for and click the pencil icon when it appears.
  4. In the Final URL field, enter your landing page URL with the addition of the query string (i.e. your-site.com?ifso=value)
  5. Click Save.

Setting up the Final URL in the Ad-level:

  1. Find the ad you’d like to edit.
  2. Hover your cursor over the ad’s name and click the pencil icon.
  3. Select Edit.
  4. In the Final URL field, enter your landing page URL with the addition of the query string (i.e. your-site.com?ifso=value)

Option 2: Using the Tracking Template field

The Tracking Template field exists in every level of your account (Account, Campaign, Ad-Group, Ad, and Keyword). It allows you to enter parameters the will be added to the Final URL you have set. In order to use the tracking template option in one of the levels of your account, you must first set up the final URL at that same level. More about tracking template at the Google Ads help center.

Setting up URL options at the ad group, campaign, or account level means that you can update your tracking information without resubmitting your ads for approval. However, if you set up or edit at the ad, keyword, or sitelink level, they will still need to go through review.

How to set up the Tracking Template in the Keyword-level:

  1. Click on the Keywords page menu.
  2. Add the “Tracking Template” column if needed. Learn more.
  3. Hover over any entry in the new “Tracking template” column, and click when the pencil appears.
  4. Paste the string found below the condition of the version from your If-So trigger. Paste the entire string, including the {lpurl}, the question mark, and then any ValueTrack parameter.
  5. Click Save.

How to set up the Tracking Template in the Ad-level:

  1. Click on the Ads & extensions page menu.
  2. Hover over the ad.
  3. Click the pencil icon when it appears.
  4. Expand Ad URL Options.
  5. Paste the string found below the condition of the version from your If-So trigger. Paste the entire string, including the {lpurl}, the question mark, and then any ValueTrack parameter.
  6. Click Save.

How to set up the Tracking Template in the Ad group-level:

  1. Click on the Ad groups page menu.
  2. Add the “Tracking Template” column if needed. Learn more.
  3. Hover over any entry in the “Tracking template” column.
  4. Click the pencil icon when it appears.
  5. Paste the string found below the condition of the version from your If-So trigger. Paste the entire string, including the {lpurl}, the question mark, and then any ValueTrack parameter.
  6. Click Save.

How to set up the Tracking Template in the Campaign-level:

  1. Click on the Settings page menu.
  2. Hover over any entry in the “Tracking template” column.
  3. Click the pencil icon when it appears.
  4. Paste the string found below the condition of the version from your If-So trigger. Paste the entire string, including the {lpurl}, the question mark, and then any ValueTrack parameter.
  5. Click Save.

You can use the “Test” button to check that your tracking is set up correctly. Once you click “Test,” Google Ads will combine your final URL with any tracking you set up to make sure your ad will lead to a landing page URL. Learn more.

What is Dynamic WordPress Content?

What is dynamic WordPress content?

At its core, dynamic content for WordPress could be described as a particular type of content that changes its behavior depending on several factors. Such factors might include the user’s profile, as well as their interests, engagement with the website, and more. Dynamic content is very effective, and even though it might sound complicated, it is not.

Dynamic WordPress website examples

Dynamic content has many purposes, and there are many examples of how it can be used to enhance a website with some intelligence features. E-commerce websites are classic examples of dynamic content implementation.

Take a look at reverb.com, for example. This is a website that provides marketplace solutions for musical instruments, similar to eBay. If more people are looking at an item or have placed a bid, the page will show different information and notify visitors of any bids or offer in progress, as well as giving them a detailed breakdown of how many people are watching the item. This is meant to create a sense of urgency, which can help maximize sales and drive the market for any given item.

Dynamic content can also be used to create a personalized experience for visitors when they enter the website. For example, users getting to the page from a specific source, such as an email list, can get a customized experience by retrieving their names or by showing them special offers or exclusive content 

Dynamic content vs. static content

Even though dynamic content is quite different from static content, it doesn’t necessarily mean that one is better than the other. In fact, it is really about using the right content typology based on your particular needs and situation. In other words, it is important to understand that both dynamic and static content are very important when it comes to designing a successful website. You could think of dynamic content as that part of the design that caters to the user experience, making it more personal and unique to each visitor. However, the static content is just as important, and you could see it as the “skin and bones of your website.”

Dynamic content for small businesses

Today, most websites, emails and marketing content relies heavily on dynamic content. WordPress plugins like If-So Dynamic Content enable users to create dynamic content easily. Site admins can even see statistics, indicating how many times each version of the content was displayed, and how users engaged with the site after seeing it. In conclusion, dynamic content features make for an excellent solution to the web design needs of many customers, including smaller businesses.

WordPress Super Cache and Dynamic content

WordPress Super Cache is a popular free caching plugin for WordPress users. Like most WordPress caching plugins, it is used to improve load times and enhance the overall user experience by presenting your web content more quickly. By default, WordPress Super Cache neutralizes the ability to serve dynamic content, some simple settings will allow you to do so.

WordPress Super Cache – page caching

One way that WordPress super cache works is through a concept called page caching.

The plugin generates a cached file when a page is requested for the first time, stores it for a pre-defined duration, and then provides it to the next visitor that requests for the page. Serving the cached version instead of fully rendering it all over again cuts down on how long it takes to load a website.

While it is easy to see why this is such a helpful tool, it is important to understand that using page caching eliminates the ability to use dynamic content and cookies. Dynamic content, which is designed to provide a more custom user website experience based on certain inputs, means that a web page might not look the same way for every user. Consequently, when the WordPress super cache serves the cached version, it might not match the version that should have been presented to the user.

The solution, using both page caching and dynamic content

Fortunately, WordPress SuperCache makes it easy for you to benefit from both page caching and dynamic content. The approach is easy, all you have to do is to turn off page caching for the web pages with dynamic content and cookies. This way, you can keep using WordPress super cache to provide a quality user experience, that is also custom at the same time.

How to exclude pages from the cache while using WordPress Super Cache

  1. On your WordPress dashboard, go to Settings → WordPress Super Cache → Advanced (tab).
  2. a. Find the “Accepted Filenames & Rejected URIs” section.
    b. Select the relevant pages .
  3. Click “Save settings”

How to disable caching for visitors who have a cookie set in their browser

  1. On your WordPress dashboard, go to Settings → WordPress Super Cache → Advanced (tab).
  2. a. Find the “Miscellaneous” section.
    b. Select “Disable caching for visitors who have a cookie set in their browser”.
  3. Click “Save settings”

WordPress Personalization – Advantages

Are you looking for a cost-effective way to get a killer website done while retaining a personalized content experience? WordPress might be the best solution for you. This free and open-source content management system started out as a blogging platform, but today, it is so much more than that. Individuals, businesses and organizations use it as a platform to build and host websites. It is a convenient approach, because it is template-based, meaning that you can save a lot of money on website development costs.

If this wasn’t enough, the main advantage of WordPress is the ability to add extra functionality to your site with ease. Using a WordPress personalization plugin, for example, can be an amazing way to add more functionality and character to your website. Keep reading to learn more.

WordPress personalization plugin

As mentioned earlier, the main befit of WordPress personalization is that you can use a plugin to do the work for you. In fact, one of the best aspects of using personalization plugins for WordPress is that you do not need to know about coding or web design to achieve excellent results. You can add the plugin to any site and the process is very simple, with no coding skills required whatsoever.

Personalization advantages

Personalized WordPress websites have many advantages:

Better results: More conversions, less bounce rate, improved ROI

The first and probably most important advantage is that the user can get it right from the start, feeling like they have found exactly what they were looking for without too much effort. In addition to that, personalization can also be a fantastic way to increase the conversion rate of your website, as well as improve your return on investment (ROI), bounce rate and your productivity overall.

Uniqueness and memorability

Personalized websites are more unique and memorable. People are tired of seeing the usual templates everywhere, but with some customization, you can enhance the appeal and impact of your site, so that people will remember it and connect with it on a more personal level.

Are you looking for additional tips and information about Personalization in WordPress? If so, feel free to reach out!

Already own a WordPress website? Download If-So for free from the WordPress library and provide your visitors with a personalized content experience within minutes.

Displaying Dynamic Content on a Webpage Using UTM Parameters

UTM parameters are a valuable tool that you can use to gain useful insights into which of your marketing efforts are bringing in the right traffic to your website. With the help of the If-So WordPress plugin, you can now get the very most out of UTM parameters and customize your web page content based on the UTMs.

In this article, we will be exploring the importance of UTM parameters and how you can use them for tracking. We will also explain how you can use If-So to easily add or replace content based on the UTM codes already in use to track campaign performance.

What are UTM Parameters?

UTM (Urchin Tracking Module) parameters are short strings of text that you can add to a URL in order to track the effectiveness of online marketing campaigns across traffic sources and publishing media. Each time that a URL with a UTM parameter is clicked, data is automatically sent to Google Analytics for you to review. This is valuable because it returns data that not only shows where your website visitors are coming from but also how visitors arriving from a particular marketing effort interact with your site.

 

The structure of UTM parameters

UTM parameters are initialized by the question mark “?” at the end of the URL. Each parameter starts with its name and is followed by equals sign “=” and its value without spaces. Several UTMs are divided by an ampersand sign “&”.

Example URL, UTM parameters highlighted, after the question mark (?):

https://www.example.com/page?utm_medium=social&utm_source=facebook

 

In total, there are 5 variants of UTM parameters that you can track including:

  • utm_source– This UTM parameter is used to show where traffic is coming from
    (e.g. Google, Newsletter).
  • utm_medium– A utm_medium parameter returns data that identifies the marketing channel. Social, Organic, Paid, Email, Affiliates, are all core marketing channels that include multiple traffic sources.
  • utm_campaign– This UTM parameter is the overall campaign you are launching. This depends on a specific goal. If your business is launching a new product, this UTM parameter would be displayed as something like “newproduct_launch”.Feel free to fill this in however it makes sense to you. Names that allow you to easily identify product launches, promotional campaigns, individual emails or posts, etc. are all good.
  • utm_term– When conducting keyword research, this UTM parameter can be very helpful. When participating in paid search advertising, a utm_term parameter is used to identify the search term that your ad was bidding on.
  • utm_content– This is an optional field. If you have multiple links in the same campaign, like two links in the same email, you can fill in this value so you can differentiate them.

How to Use UTM Parameters For Tracking

Now that you understand what UTM parameters are, you may be wondering how to use them for tracking. Luckily, the process is actually very simple. When working with Google Analytics, you can implement UTM parameters by using the Google Analytics URL Builder.

The Google Analytics URL Builder displays an easy-to-use form where you will enter your website’s information as prompted. This includes factors such as website URL, campaign source, medium, term, content, and name. After submitting your inputs, you will simply take the link that the URL Builder has generated and attach it to the element you want to track.

a screenshot of the Analytics url builder

One of the best things about UTM parameters is that they can be easily edited if you end up needing to change factors as you continue tracking elements of your website over time. To do so, you just have to generate a new link by changing the necessary factors and attaching it to the right element.

Where do I find UTM data in Google Analytics?

In your Google Analytics dashboard, go to the left sidebar and click “Acquisition”, in that menu click “All Traffic”, and from there click “Source/Medium”.

A screenshot of Google Analytics menu - acquisation report

How to Display dynamic content based on URL parameters

By using UTM parameters, you can gain insight on what users are interested in. To get the most out of UTM parameters, use the If-So Dynamic Content WordPress plugin to create UTM based content. This makes your website more user-friendly because the right content will be shown to visitors based on what data suggests about their interests. If-So’s WordPress plugin is user-friendly and takes a matter of minutes to set up.

UTM based content may be useful on any marketing channel. Just as an example:

  • Email marketing and newsletters– show specific content to visitors that are directed to your website through emails and newsletters.
  • Social media platforms– show exclusive content to visitors arriving from social media platforms. An example of this is visitors directed to your website from a specific Facebook advertisement or post.
  • Google Ads– show predetermined content to visitors that arrive through a specific campaign or ad group in Google Ads.

Powerful Examples of Using Dynamic Content Based on URL parameters

To give you a better idea of the power of UTM based content, let’s take a look at a few examples. Each of the websites in the examples resulted in increased traffic, more conversions, and insight that could be used to improve marketing efforts overall.

Example 1 – Focused content based on the user search on Google

A restaurant that offers both vegetarian and meat-based dishes is advertising on Google Ads. The restaurant is using UTM parameters to track visitors arriving from each ad group. One of the ad groups is dedicated to keywords relating to vegetarian foods.

In an effort to result in better conversion rates and ROI, the restaurant replaces the main banner. When users are directed to the website from search terms based around vegetarian foods. The banner dedicated to vegetarians is placing emphasis on the restaurant’s vegetarian options.

Example 2 – Showing a festive website banner to users on their birthday

A clothing company is sending out automated emails containing a special discount to users on their birthday.

When users click the link found in the email, they are then directed to a festively designed version of the website that features a personal birthday message for them. This resulted in not only a better user experience but also a higher rate of sales conversions based on the offered special discounts.

Example 3 – Adding a unique message to women, arriving from a dedicated Facebook Ads campaign

A ticket office employs the use of an ad targeted to married women on Facebook Ads in preparation for an upcoming stand-up show. When directed to the ticket office’s website through this campaign, users will be greeted with a message (and even a personalized design with the power of the If-So WordPress plugin) that prompts women to action: “If you’ll wait for your husband to do it it will never happen. Order now.”

This humourous UTM based content properly conveyed the tone of the standup show itself and spoke to the women it was targeted to. This resulted in an increase in ticket sales and it was all thanks to the implementation of content based on UTM parameters.

If-So 1.4.2: Import and export triggers, an easier way to edit triggers, and more…

Import and Export triggers from one property to another, or just save them on your drive for future projects

We value your time! The new Export&Imort option allows you to save triggers and implement them on other web properties.

To export a trigger, simply go to the “All Triggers” list and hover over a trigger, then click the “Export” button. A file with the same name will be automatically downloaded to your PC.

Export Trigger Button Circled

To import the downloaded trigger press the “+ Import trigger” button on the top of the “All Triggers” list. The trigger will be uploaded as a draft version that you can edit and publish anytime.

Import Trigger Button Circled

“All Triggers” modal on page and post editor

Implement your ideas for dynamic content on-the-go! A new button that opens a modal box with a list of all your triggers was added to the top of the classic editor. Use this modal to edit or add a new trigger without having to open a new browser tab or exit the page you are editing.

Dynamic Content Button on Edit Post Page

This will save you time spent entering the plugin menu, searching for the needed shortcode and then opening the editor once more. At the moment the feature is only available for the Classic WP Editor, but we are working on making it compatible with Gutenberg, Elementor, Divi and other page builders.

Implement If-So on your website right now and raise the productivity of your pages for free.

The Impact of Dynamic Content on SEO – Best Practices and Potential Risks You Should Know

Google encourages constructive testing and ongoing optimization efforts for every website owner and marketer. As John Mueller, Google’s Webmaster Trends Analyst, had this to say in a Reddit AMA:

“Personalization is fine, sometimes it can make a lot of sense.”
John Mueller, Google’s Webmaster Trends Analyst

It should be noted, however, that while Google is a proponent of efforts to improve the overall experience of each customer and transform websites for the better, in a technical sense, there are some guidelines to follow in order to properly utilize dynamic content. These guidelines should be kept in mind during each and every effort to optimize and personalize web pages so that you can reap the fullest benefits of dynamic content!

Dynamic Content Contributes to SEO Success!

Dynamic content (aka adaptive content) refers to web content that changes based on the behavior, preferences, and interests of the user. As such, it is much more efficient in delivering a higher standard of quality than typical, static content.

A higher-quality content creates a very positive snowball effect as it improves the overall user experience which, in turn, improves Google organic rankings. Where static content remains the same regardless of a user’s unique interests, dynamic content delivers the types of content that each particular user is most likely to enjoy. This plays a key role in producing more user engagement, returning user visits, an increase in the average time spent on your site and, ultimately, an increase in sales and conversions.

Potential Risks of Dynamic Content on SEO and How to Avoid Them

It is evident that the use of dynamic content can play a dramatically important role in your search engine optimization efforts overall. Nevertheless, when making use of dynamic content, you utilize different versions of web content to offer each of your users a personalized experience. The question that arises is which version search engines, like Google, will see when crawling your website. Questioning even further, will the same version of the content be displayed to search engines on each crawl?

From a technical point of view, there are five main risks that need to be taken into consideration when using dynamic content:

  1. Cloaking
  2. Duplications
  3. Keyword cannibalization
  4. Page load speed
  5. Redirection

To give you the truest understanding of dynamic content and how to use it in a way that aids your SEO efforts rather than hinders them, let’s explore the five risks. In doing so, you will have all of the necessary information to use dynamic content to your full advantage!

Risk #1: Cloaking

As it turns out, cloaking is essentially exactly what it sounds like: displaying content to your users that differ from what Googlebot is shown. Cloaking is an incredibly high-risk behavior when it comes to dynamic content creation as it is a big no-no when it comes to Google’s quality guidelines.

With cloaking being strictly against Google’s quality guidelines and presenting a terrible user experience to visitors of your site, it’s obvious that your website could be subject to serious consequences if Google catches on. Both a breach of quality guidelines and a consistently poor user experience indicated by low user engagement/high bounce rate are surefire ways of destroying your rankings.

How to Avoid Cloaking While Using Dynamic Content

Googlebot expects to view the same content that any average visitor to your webpage would see. In order to ensure that your content is displayed to Googlebot appropriately, there are 3 steps you should follow:

  1. Make sure that your site displays enough non-personalized, static content, to assist Googlebot in determining the relevancy of the webpage so that it can route queries accordingly.
  2. Make the dynamic parts of the page minimal as possible
  3. Keep your titles static, especially H1s. If you do turn your title to dynamic ones, make sure to include the focused keyword on each version and make sure the meaning of the title is not completely different on each version

Risk #2: Duplications

While duplicate content is unlikely to earn you a penalty from Google, it can be hugely impactful to your website’s overall quality score- and not in a good way. It is easy to see where the problem lies in this situation as your Google ranking is based around a number of determining factors with one of the largest being your site’s quality score.

Duplicate content can be defined as multiple webpages that lack any significant change (or any distinguishable changes at all) when Googlebot indexes them. Whether the creation of duplicate content can be attributed to a reposting of the content elsewhere on the web or a rewriting of the original content, Google isn’t a fan.

How to Avoid Duplication While Using Dynamic Content

Of the five potential risks that dynamic content can pose, the creation of duplicate content is one of the easiest mistakes to make. With that being said, duplicate content is also one of the easiest risks to avoid.

Duplicated content might be created while using query strings (URL parameters). As default Google and other search bots relate to URL with a query string as a different URL. Meaning the URL example.com and the URL example.com?color=red are two different URLs (though on the website’s admin side only one page exists).

Avoiding duplicate content is done by applying canonical tags. Canonical tags indicate to search engines that certain pages should be treated as copies of a certain URL and that any rankings should actually be credited to the original page.

Risk #3: Keyword Cannibalization

Keyword cannibalization is a problem that lies in relatively the same vein as a duplicate content. Keyword cannibalization can be defined as query strings that generate a large number of webpages that target the same keyword or keyword phrase. When your site consists of multiple pages that are all competing for a top spot in the rankings of a singular keyword or keyword phrase, they basically “eat” each other up in the process.

When it comes to the use of dynamic content in your SEO practices, keyword cannibalization can prove damaging as you will be inhibiting the webpage you would most prefer to rank well for a keyword to effectively compete. In fact, you are essentially competing with yourself.

How to Avoid Keyword Cannibalization While Using Dynamic Content

As the reason for keyword cannibalization is similar to content duplications, the solution is also the same – applying canonical tags (as described above).

Risk #4: Page Load Speed

When a customer’s search for a particular subject is halted for more than 2-3 seconds due to slow page load speed, they are likely to move on and never return to that site. This highlights the importance of optimizing your web page for page load speed. Every effort should be made to ensure that your site loads quickly and gives the user what they’re looking for.

When a user bounces off of your page due to an unsatisfactory page load speed, this essentially tells Google that you are undeserving of ranking for those important search queries. After all, a bad page load speed means bad user experience.

How to Avoid Slow Page Load Speed While Using Dynamic Content

Though there is no way to avoid long page load times when you add an extra capability like dynamic content, some plugins or software may be more effective than others. Naturally, the preferred option is to use a service like If-So dynamic content that processes the dynamic content on your server, without requiring calls to an external server.

Risk #5: Redirection

Redirection occurs when you create a response status code that is triggered whenever a visitor attempts to view content that has been relocated to a different URL. Redirection may be used in a variety of situations including split testing, for example.

There are two methods to create redirections are by JavaScript or by using an HTTP response.

How to Properly Create Redirections While Using Dynamic Content

Google’s guidelines for redirection clearly state that either a JavaScript-based redirect or a temporary HTTP response status code known as “302 Found” be used when redirecting users. This will be effective in communicating to Google that this redirection is only temporary and that the content’s original URL should be indexed as opposed to the temporary redirecting source. This will minimize the chances of both duplicate content and keyword cannibalization which is, as you now understand, very important when using dynamic content.

Conclusion – Guidelines for Using Dynamic Content without Causing SEO Issues

Always make a conscious effort to take the necessary precautions that can provide you with a safeguard against the unfortunate risks that dynamic content can have on SEO.

The article specifies seven useful guidelines effectively avoid the repercussions associated with the five SEO vulnerabilities of dynamic content:

  1. Make sure that your site displays enough non-personalized, static content, to assist Googlebot in determining the relevancy of the webpage so that it can route queries accordingly.
  2. Make the dynamic parts of the page as minimal as possible.
  3. Keep your titles static, especially H1s. If you do turn your title to dynamic ones, make sure to include the focused keyword on each version and make sure the meaning of the title is not completely different on each version.
  4. Remember, Googlebot expects to view the same content that any average visitor to your webpage would see.
  5. If you redirect users to a different page – always use 302 redirects
  6. Always apply canonical tags if you are using URL parameters or if you redirect some users to a different page
  7. Use an on-site dynamic content service. Make sure the service you use doesn’t slow down the page load speed drastically.

When your rankings skyrocket thanks to the improved user experience that dynamic content provides, you’ll be glad you knew what you were doing!

New release: UTM-based content, shortcode usage in titles, DKI, and more

A New Condition – Add or replace content according to UTMs

You asked for it, here it is! The UTM condition allows you to add or replace content according to UTM parameters: source, medium, campaign, term, and content.

If you are already using UTMs, this new condition is perfect for you. If not, it’s time to start! You get a two in one deal – Tracking the performance of different audiences, and providing the audience with a personalized content experience.

For example, you create an email campaign and want to offer a special promotion. You then add UTM parameters to all the links on your mail (i.e. yourdomain.com?source=newsleter….). The UTMs allow you to segment your analytics reports to track the behavior of users arriving through your emails. With the new If-So UTM condition, you can now be based on the same UTMs, and also display a special promotion banner that will only be visible to users arriving through this email.

There is no limit to what you can do! You can make a Facebook campaign to a specific gender, or different age groups only and customize key content on your landing page accordingly. You can use the condition to show unique offers to users arriving from your Google remarketing campaign and more…

Learn more about the UTM condition

More free stuff!

The IP and Start and End Date conditions are now available for use completely free of charge! These new conditions join the Device Type, Logged-in Users, Geolocation (250 monthly sessions) and Referral Source conditions which were already free

The License Key is now hidden

A screenshot of the license field showing that the license is hidden
Until today, when web developers and marketing agencies activated the License Key on customers’ websites, the license was visible to the customer. From now on, the license key will be hidden and safe. Not the customers nor third parties who have access to the site can use the license on a different website.

Use If-So on pages and posts titles

The true power of If-So is that it lets you personalize specific elements on your site. Choosing the right elements will maximize results while keeping the effort invested minimal. Titles are probably one of the most effective elements driving visitors into action. As a default, WordPress does not support using shortcodes in page titles. A new option that was added to the plugin’s settings changes that.

A screenshot fro the plugin's settings showing the "allow shortcodes in the title" option.

Duplicate triggers

A duplicate button was added below each trigger on the “All triggers” page. Thank us later if you need to create several triggers with similar condition 🙂

Disable the Pages Visited cookie

Users who don’t use the Pages Visited condition but are concerned about privacy regulations can disable the pages visited cookie. If the cookie is disabled, If-So will skip dynamic content versions with the Pages Visited condition (the next versions, if such exist, will be checked as usual).

A screenshot showing the option to disable the pages visited cookie

Recurrence override

The recurrence option allows you to control the consistency of a user’s experience. Once a user has visited the website and saw a certain dynamic version, the same version will be displayed every time they return to the website.

The ‘Recurrence Override’ feature allows you to choose versions that will override other versions that should have been displayed due to recurrence (in case their condition is met).

If-So DKI (Dynamic Keyword Insertion)

If-So Dynamic Keyword Insertion lets you insert keywords related to your If-So conditions into your webpages using a simple shortcode.

With If-So DKI you can display:

  • The user’s location: country, state, city, or continent
  • The user’s time zone
  • The referrer source
  • The browser language

For example: Let’s say you are selling a product and you offer free shipping to Europe, and you want to display the content “Free shipping to {Country name}”. Instead of creating a content version for each country in Europe, now you can create just one version, targeted to Europe using the Geolocation condition. All you need to do is to set the content as follows: “Free shipping to United States.” The shortcode will be replaced with the country’s name when the page is rendered.

Click here to read more about If-So DKI and the available shortcodes.

Page Caching Compatibility for Dynamic Content

Both caching and dynamic content are powerful tools that may help to increase conversions, reduce bounce rate, and improve the overall user experience of your site.

However, it’s important to know that if you are planning to use dynamic content and caching simultaneously, you might encounter issues. Being aware of how exactly caching works, why and when it’s useful, and of the potential conflict between the two, will allow you to enjoy the benefits of them both and ensure a seamless, optimized experience.

What Is Caching?

By definition, caching is the process of storing copies of files in a cache, or temporary storage location, so that they can be accessed more quickly. Specifically, when it comes to websites caching; every time someone visits a web page, the server has to perform multiple calculations, processing, and requests to serve up the content to the user. Caching helps to reduce or eliminate much of this processing by “remembering” the output of a page so that pages load faster.

The benefits of website caching are clear:

  • Faster page load to decrease bounce rates and increase conversions
  • Less work for the host server (important for limited hosting plans)

From a broader perspective, caching improves the overall user experience. In turn, this decreases bounce rate, increases conversions and helps your site rank higher in organic search.

Types of caching

There are two types of caching: browser-side caching and server-side caching.

Browser-side caching, as the name implies, is when your browser stores information about a website (static text, images, etc.) onto your computer’s hard drive, so it doesn’t have to continually process the same information.

Server-side caching is a little more compound. It includes several different protocols used by the server: Page caching, database query caching, object caching, and opcode caching. Each protocol saves specific data to the server’s memory.

In this post, we’re going to focus on page caching. This caching type is used by all popular WordPress caching plugins like W3 Total Cache, WP Rocket, WP Fastest Cache, and others. It is also the one that might cause conflict while being used simultaneously with dynamic content.

Page caching – explained in simple words

Let’s say someone asked you to divide 1,384,600 by 2300. Obviously, you don’t know the answer to this right away, so you whip out a calculator to do the math (the answer is 602, by the way). Now, if that person were to immediately ask you to divide 1,384,600 by 2300 again, you could shout out the answer right away. You’ve already done the hard work of finding the answer, and you still remember it.

Page caching works in the same way. Once a page is requested for the first time, WordPress does a lot of heavy-lifting and “calculations” to pull the text, images, frameworks, design, etc., from the database and construct the page by putting them in order. With page caching, once that process has happened for the first time, a “snapshot” of the constructed page is taken. The next time the page is requested, rather than going through the entire process from scratch, the “snapshot” is served.

An illustartions demonstarting what is page caching. Once the first visitor enters the page a "snapshot" of the rendered page is taken and served to next visitor

Page Cache and Dynamic Content – The Conflict

The problem with page caching is that sometimes, content changes. For example, let’s say the main banner of your page is yellow and a snapshot of the page was taken. Then, you decide to change the color of the banner to green. Now, the snapshot of the page with the yellow banner is inaccurate because it’s not the latest depiction. A new snapshot of the page should be taken in order to grant visitors the most up-to-date appearance.

This is a common problem when trying to create a personalized or interactive user experience. A frequent occurrence, for example, is when e-commerce sites want to display a shopping cart icon with the number of items in the cart on each web page. This icon needs to be different for every user.

An illustration showing the conflict between page caching and dynamic content. A snapshot is taken after the visit of the first user. The snapshot is served to the next visitor as it was served to the first one.

The Solution

There are two possible solutions to work around this weak point. Each has its own pros and cons.

Solution #1: Fragment caching

Fragment caching focuses on individual elements rather than complete web pages. You can choose what elements of the page to cache, and you don’t need to cache the full output – like Full Page Caching.

Though fragment caching might lead to an optimal result and lets you enjoy the benefits of both caching and dynamic content, its implementation is a little complex and will probably involve re-coding parts of your website.

Solution #2: Exclude pages with dynamic content from being cached

A quick, simple, and usually satisfying solution is disabling page caching for specific pages. Caching WordPress plugins and other caching services offered by hosting companies and CDNs allow you to disable caching on specific pages and of specific cookies. There’s no coding required.

Of course, this solution holds a trade-off between faster load speeds for those specific pages and the benefits of dynamic content. If your site is coded purely and loads extremely slowly without caching enabled, you’ll need to decide which is more important to the user experience, and figure out the best course of action.

How to exclude pages from being cached while using caching plugins

As the option to exclude pages from the cache is basic, it is offered by all caching plugins. The following is a list of popular caching plugins and direct links to relevant step-by-step guides explaining how to configure this option. If the caching plugin you are using is not listed here, you can search for the name of your plugin + exclude pages from being cached and you will likely find relevant guides.

Track dynamic content with Google Analytics

The result you will get:

Analytics report - dynamic content
Personalized content is great. With little effort, it increases conversion and engagement rates and can decrease bounce rates drastically. In this guide, we are going to show you an easy way to track the dynamic content results using Google Analytics and Google Tag Manager.

This setup is divided into two steps:

Step 1: Create an Analytics event to track when a dynamic version is visible.
Step 2:  Segment the Analytics reports to separate the data of users who saw the dynamic content version.

Let’s Get Started!

STEP 1: Create an Analytics event to track when a dynamic version is visible.

To see how a dynamic content affects users engagement, we first need to set up Analytics events collection every time a dynamic version is displayed. To do this, we will first add a class and an ID to each content version. We will then ask Google Analytics to collect an event every time an element with the class is visible in the user’s browser and to name the event according to the element’s ID.

In our example, we are going to name the class “ifsoEvent” and the IDs “versionA”, “VersionB,” etc. You can choose different names if you want to.

Adding Class and ID to the content’s versions

  1. On your WordPress dashboard, go to If-So > Triggers and select the trigger you want to track with Analytics
  2. Switch the content field to HTML mode
  3. Assign the class ifsoEvent to the wrapping element of the content. Analytics will track an event every time an element with this class is visible at the browser viewport
  4. Assign an ID to the wrapping element – The ID name you set here will be the name of the event on your Analytics reports.

* If you switch the editor to text mode and you don’t see any wrapping HTML element around your content, you’ll need to wrap the text in a P tag and assign the class and ID.

You can copy and paste the following code and just replace the text “your content” with your own content.

<div class="ifsoEvent" id="versionA">Your content</div>

Hereinafter is an example showing how it should look like:

Setting up event tracking using Google Tag Manager

Creating a tag

  1. Go to your Google Tag Manager dashboard
  2. Navigate to Tags.
  3. Click New and name the tag “If-So tracking
    (The name is for your own convenience; you can choose a different name if you want).
  4. Click Tag configurations
  5. Select Google Analytics – Universal Analytics as the tag type and set up the event parameters as follows:
    – Track type: Event
    – Category: ifso_tracking (you can choose a different name if you want to)
    – Action: view
    – Label: Click the ‘+’ sign and select {{Click ID}}.
    – Non-interaction hit: TrueYour tag should look like this:
    – Under Google Analytics settings select {{Google Analytics settings}}

Creating the trigger

  1. Click the triggering box.
  2. Click the ‘+’ sign and name your trigger (we named ours ‘ifso_tracking’. You can choose a different name if you want; it’s for your own use only).
  3. Click Trigger Configuration.
  4. Choose Element Visibility as the trigger type.
  5. On the selection method field, select “CSS Selector”.
  6. 6. On the element selector field, type the class you have chosen for your element (We did it in the first step of this guide. In our example, we assigned the class “.ifsoEvent”). Make sure to write the class name with a dot at the beginning.
  7. Save! You should now hit the save button 3 times: on the trigger configurations window, the trigger container, and the tag window
  8. Click the submit button

Note that changes on Google Tag Manager are applied only after hitting the submit button!

That’s it! If you followed the steps above, the events should now appear on your Google Analytics reports.

Step 2 -Viewing results for each version on Google Analytics

After completing the steps above, events with different names will be collected every time a version is displayed. The events label is defined by the ID we assigned to the version. Next, we are going to create users segmentation on Google Analytics so that we can compare users’ behaviors based on the content version they saw.

Segment users by the content version they saw:

  1. On your Google Analytics account, go to the section you want to examine ( for example Behavior → Site Content → All Pages).
  2. On top of the Google Analytics, click +Add Segment.
  3. Click + New segment.
  4. Name the segment. For example, we named ours “versionA” but you can choose any other name; it’s for your own use only.
  5. At the side menu, click Conditions.
  6. Set up a filter as follows:
    – In the first drop-down menu, choose event label.
    – In the second, select exactly matches.
    – In the type-form, insert the version ID (in our example – “versionA”).
  7. Click Save

Voila! You’ve created a new segment that shows only users who watched version A. Repeat the last 7 steps to create segments for other content versions.

Everything You Need to Know About IP Based Geolocation

Whether you are running an e-commerce store, trying to improve your website conversion rate, decrease bounce rates, or just make your website more friendly and memorable, IP based geolocation may be the perfect solution for you. Nevertheless, IP based geolocation has its pros and cons. It is important to recognize these advantages and disadvantages before incorporating it on your website.

In this article, we will explain how IP based geolocation works, the types of information you can obtain, the accuracy of IP based geolocation, how you can use it on your website, and more.

What is IP Based Geolocation?

Let’s start with some of the basics. IP based geolocation is a way that you can find the location of an internet-connected computing or mobile device. To get started, all you need is your target’s IP address, which you can obtain using a simple PHP script, and a geolocation lookup tool. A geolocation lookup tool canvasses public databases to determine the contact and registration information for a particular IP address. With both of these tools in hand, you simply input the IP address into the geolocation lookup tool and you will receive the location of your target.

What Is An IP Address?

An IP address is an online unique identifier for every computer or internet-connected phone. The standard IP address has four or six individual numbers that are separated by a decimal.

Through IP addresses, electronic devices can connect and share data with each other. Even though every computer or internet-connected device has its own IP address (“Local IP addresses”) these IPs are rarely accessible to the outside world. The heavy lifting is done through routers. Routers connect to individual computers, and then connect to the internet using their own IP address, also known as “External IP addresses.” The external IP address is provided by the user’s internet service provider, it is the one that actually being shared while browsing a website or otherwise acting on the internet.

 

Illustration of IP allocation from ARIN to an ISP and from the ISP to the user

The Geolocation Database

With an IP address, you can access a wide range of information. To reiterate, however, an IP address isn’t enough. You need to use a geolocation database to obtain this user information.

The most basic information provided in most geolocation databases includes the continent, country, state/region, city, and time zone of the electronic device. But along with this, you can discover the internet service provider (“ISP”), approximate longitude and latitude, and sometimes even the relevant organization attached to the device.

Common use cases for IP Based Geolocation

There are many different types of use cases for those who want to consider IP based geolocation to locate online visitors. Here are a few common examples:

  • Showing different offers to users from different locations: IP based geolocation can be used to emphasize a different product to users. For example, users in one location can obtain a physical product (like a course) while other users from a more distant location can be offered a book or online course.
  • Show relevant business opening hours: IP based geolocation can show accurate business hours for a user who is in a particular country or state.
  • Providing a localized feeling: IP based geolocation can display the name of a relevant state or country in a website title in order to provide a localized feeling and attract attention.
  • Translating key messages to the user’s language: A complete translation of a site may be time-consuming, expensive and difficult to maintain. In many cases, using the user’s geolocation to translate key messages like titles and calls to action might do a great job reducing bounce rate and improving conversion rate. You can, for instance, translate key messages like titles and calls to action.
  • Redirect visitors to a page in their language: You can leverage IP based geolocation to deliver content that is more targeted and relevant.

How an IP-to-Location Service Works

While it is critical to understand the value proposition of IP based geolocation, it is also helpful to understand some of the more technical elements of IP based geolocation. This isn’t compulsory, but it is nice to know.

As stated above, IP based geolocation tools obtain the location of an electronic device through the IP address. With the IP address in hand, IP based geolocation software pulls up data about the electronic device. It does this by canvassing a database to look for matches with the inputted IP address. Because these databases are created and maintained by third-parties, the location data for electronic devices depends on the company that manages that data.

The user’s browser asks for the website from the server. There server asks the geolocation database for the user’s location according to its IP, the server serves the website to the user with customized content according to its location.

IP-to-Location Accuracy

IP based geolocation services can only provide an approximate measure of geolocation accuracy. With these services, you can obtain 95 percent to 99 percent accuracy of a user’s country. IP based geolocation services provide 55 percent to 80 percent accuracy for a user’s region or state. And they provide 50 percent to 75 percent accuracy for a user’s city. In practice, the actual accuracy may vary from provider to provider and depending on the location of the device. For instance, IP based geolocation services typically work better in big cities and work less well in smaller ones. Nevertheless, these IP based geolocation services, in all likelihood, can provide enough accuracy to suit many needs.

Finally, there can be complications—especially if you are attempting to get the geolocation of a mobile device. Cell phones obtain new IP addresses as they move and cell phone providers service their users nationally. This means that it is more difficult to find an extremely precise location of a particular IP address.

Why isn’t IP-to-Location 100% accurate?

IP geolocation has been called “part art, part science” for several important reasons. First, there is no “ground truth” in IP based geolocation that ties IP addresses to physical locations. ISPs (Internet Service Providers) assign dynamic IP addresses when users access the internet, and the precise accuracy of that location may depend on how they assign IP addresses to users. Unvalidated registry data may lead to some inaccurate listings. Even things like inconsistent naming conventions can cause some inaccuracies—especially in cities. Challenges with latency measurements can make granular location data difficult in cities as well.

With all of these challenges in mind, however, IP based geolocation can still deliver accurate location data. Yes, IP based geolocation won’t deliver the most accurate location data every single time. It may not be able to provide a user’s location within one or two feet but it can still provide good enough accuracy for many needs.

Companies Providing Geolocation Databases

There are many IP geolocation database providers. While each database provider gets their IP address information from ARIN (or a different regional Internet Registry), the assignment regularly changes, as some database providers release unwanted IP addresses and others obtain new blocks of IP addresses. Along with this, there are different ways to get the data.

Some of the more popular IP geolocation database providers include IP2Location, IPligence, IP2C, DB-IP, and IP API. Most providers offer both free and paid plans, and two different ways to access the data – by downloading the database or by using an API.

Free vs Paid IP Geolocation Services

As mentioned, most geolocation database providers offer both free and paid plans. The main benefit of the free option is, quite obviously, its cost. That said, these services are usually less accurate than their paid counterparts. The free services may be appropriate if you are cost-conscious or if you are building a minimal viable product of your service. By contrast, the paid IP geolocation databases provide more accurate data and often provide dedicated support. Also, some of these paid IP geolocation databases can be quite expensive, so you will want to review potential costs before proceeding.

IP Geolocation Databases vs. Web API Services

Along with the free versus paid difference, IP geolocation database providers usually offer two different ways to access the data. You can either download the database itself or access it through an application programming interface.

Downloading the Database

The first option is downloading the database and hosting it on your server. By opting for downloading the IP geolocation database, you won’t face bandwidth restrictions as you would with an API database. You can submit as many requests as you want per day to your database, which can be especially helpful if your application requires many queries per day. Nevertheless, there are some downsides to downloading the database. A downloaded IP geolocation database may not have as updated of a database as compared to an API database. This means that you may not have as accurate of data compared to accessing your data through an API. In addition, you may face some more technical challenges in downloading and setting up your database.

Accessing Data Through an API

One of the most significant benefits of accessing your data through an API is that the database is constantly updated. In addition, the onus is on the third-party provider to ensure that the data is available to your application. This allows you to focus on your product rather than on building and maintaining the database. There are some downsides, however. API databases may also contain some downtime, which may be inconvenient when you need the data. API databases, while they contain more updated information, may also limit the number of requests that you can make per day.

Choosing the Right Geolocation Plan

You will ultimately want to do your own due diligence, taking into account the advantages and disadvantages of each service. You will also want to account for the prices among the paid alternatives to see which service is most cost-effective for you. Each provider has different pricing methods and packages. Depending on your needs, one package may be more attractive than others. Think about what you need and which package will help you accomplish your objectives. Do not forget to consider your future needs. Applying the solution requires some technical work and you don’t want to waste time replacing providers as you grow.

Unless your site is a WordPress site and you choose to use a plugin that will do the technical work for you, whichever path you choose, you will need to have some knowledge of coding in order to implement a geolocation IP database. If you do not have this knowledge, you will need to rely on someone for help—whether that person is on your team or is a freelancer. While it may not be cost-prohibitive, this is another step that you will need to take in order to leverage a geolocation IP database for your website.

An alternative to detect the users’ location – the Geolocation API (HTML5)

Another way to access a user’s location is through a geolocation API. This is an HTML5 feature that lets a user share their location information with you. You have probably seen this feature when browsing the internet. You are shown an alert asking whether you want to share your location with a website. The decision is entirely at your discretion.

The Geolocation API (HTML5)

An advantage of the geolocation API is that it is automatically included in HTML5. However, there are some disadvantages. The main disadvantage is that you won’t be able to get a user’s location if they choose not to share it with you. This means that you won’t be able to access some of the key benefits of geolocation, like presenting personalized content to a user on his first visit. Along with this, the geolocation API only works on secure servers and it is not supported by certain browsers (like Internet Explorer 10 and below or OperaMini).

Using If-So WordPress Plugin to Display Website Content According to the User’s Location – No coding required

If-So Dynamic Content is a WordPress plugin that lets you leverage IP based geolocation for your own website. The plugin does not require any coding—all you need to do is select the geolocation condition and set the content to display to users from targeted locations. You can try If-So’s geolocation completely for free. Setting it up takes less than 2 minutes.