Dynamic content refers to content in the form of text, imagery and video, that changes and updates based on the pre-collected information it receives from the interests and past behaviour of its users, or content that updates based upon code and program rules within the site.
This is different from static content, which never changes (unless manually updated), and delivers the same content regardless of the user who's viewing the website. Dynamic content has a strong advantage over static content because it delivers a higher quality of user experience and as a result improves UX (user experience) and thus rankings based on the following principles we've found here at SEO Sydney.
Freshness vs. Static
Fresh content is up-to-date, relevant to current events, and provides the latest information for trending queries. When the content on your website is fresh and free of old/broken links your information is more likely to be crawled by Google. Frequency crawl rate and indexing of deeper pages increase based on the amount of fresh content.
Dynamic Content in Ecommerce
This is where e-commerce websites tend to thrive. Dynamic content on websites such as Amazon and ASOS are typically deployed in ways that give users the control to shop and interact with products in a similar way as they would offline. For example, an online clothing store advertising different sizes of blue jeans, with information updating automatically to show remaining available sizes. This type of self-regulating, adaptable information is a prime example of dynamic content.
Unlike dynamic content, static content lacks the ability to self-update, and subsequently denies itself an opportunity to deliver fresh content or capitalise on strategies for enhancing user experience.
Personalisation and Recommendations
Another way dynamic content is used to improve user experience is by using information gathered from the searcher through viewing history, ratings, prior purchases and selected videos, to create personalised options for them to explore. Amazon, YouTube and eBay are prime examples of websites that have set the bar for "recommendations" and personalised content quite high.
According to Search Engine Watch, "When you provide a personalised experience, visitors remain on your website longer, download more offers, and ultimately purchase more products…further enhancing the organic traffic to the page."
News and Live Updates
An important characteristic of dynamic content is its ability to deliver new and relevant information that corresponds with the user's search query. News sites live update the content on their homepages on a minute-to-minute basis, to display news stories that are relevant or trending at a particular time. By delivering relevant and up-to-date information to its searchers, a website increases its chances of building traffic from return visits.
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