I continued with the group, “Let me introduce you to function-driven content. I believe function-driven content is the beginning of a new way to present useful, updatable, specific, and unique content on the web.”
Michael, one of the programmers, interjected immediately.
“I think we are all familiar with functions and how they work. We use functions for our telephone number, address information and some of our location information. Also, we use several 3rd party web tools that use them.”
Michael graduated from IIT, a prestigious school in Chicago whose computer science program is still top tier in the United States. Writing a function is part of introductory level programming, so almost every programmer is familiar with functions. I didn’t think everyone was familiar, however.
When presenting to marketing executives, usability experts, and writers, there seems to be confusion when someone starts talking about programming. Their eyes glaze over and project that deer-in-the-headlights look. To make it easier on non-techies, I usually relate functions to Microsoft Excel.
“Microsoft Excel and Google Sheets use functions for almost all calculations, including SUM, AVERAGE, CONCATENATE (combines cells in a series), and more.”
“When calculating a series of numbers, the TOTALs section automatically changes, right? There are no updates or refreshes needed. The same works with functions on the web. If I want to present the lowest price (As Low As) in a group of products, when a new lowest price product exists, that number automatically changes everywhere on that page. Simple.”
Benefits of Function-Driven Content
Even more benefits of using function-driven content include the ability to update thousands of pages in minutes, to write content without having to manually write it all, conduct A/B testing faster and easier, consistent messaging, compelling clicks based on incentives and benefits in ad copy, writing congruent top-of-page content that keeps people on the page, which directly impacts the Rank Brain algorithm.
Chapter 6: Functions, Variables, and Shortcodes
This is the new paradigm of e-commerce search engine optimization.
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