Having a responsive website is one thing, and for more on that, check out this post, Why It’s Time for a Responsive Design, but make no mistake, there’s a difference between a responsive site design and adaptive content.
And as an SEO company that’s been doing content marketing in NY and NJ for a while now, trust us, when such an effective new way of improving the experience of someone consuming your content emerges, you need to learn the whats, whys, and hows.
What is adaptive content and why is it so important?
Like mentioned above, adaptive content is not the same thing as a responsive website design, which allows for purely cosmetic changes to the layout of the content on a site depending on the size and orientation of the device being used.
Adaptive content, on the other hand, refers to a site in which the content itself changes based on numerous factors, including the person using the device, the context in which he or she is using it, and the device itself.
To put it simply, it’s the next step in the customization of content, and it’s a necessary one, considering not just all the devices being used now, but also all the new ways they’re being used and environments they’re being used in.
How can you make your content adaptive?
To make it so your content can deliver various experiences depending on the factors mentioned above, you need to insert all the possible variations of the content you want to have in your arsenal into your content management system.
It could be a variety of instructions which need to vary depending on the device, person, context, etc. For example, whereas you’d want to direct a user on a laptop to click somewhere, you may want to have a variation of the same content that directs the user to say something instead if he or she is using voice command on a phone.
Or it could just be that you want both a long and short version of content to display depending on the device and user, the point is, in either case, you need to make sure the source content includes all descriptions, each one semantically tagged.
You also need to come up with a couple context factors you’d like your content to be able to adapt to and, from there, you need to define the rules of your adaptation. Once your system knows the possible context and content variations, it just needs to know when to match which variation with which context.
Adaptive content is the next logical step.
For some more information, check out this post from Storyneedle.com, Adaptive Content: Three Approaches, but the bottom line is, having adaptive content is like telling users that you know exactly what they need right when they need it, and honestly, whether you see the possibilities it presents for your business or not, chances are your competitors either do or will.
So, take it from us as longtime NY / NJ SEO specialists, it’s a good idea to at least gain a firm understanding of what it would take to fold adaptive content into your plans. We hope this post helps to get you pointed in the right direction.
About Us: Climb The Search, a leading SEO company in NJ / NY, offers the total search marketing package, including inbound marketing, search engine optimization, and social media marketing. At CTS, we help businesses grow, every day.