Nice To Fit You, a leading provider of dietary catering services across Poland, faced a challenge

familiar to many businesses with a strong brand presence: how to attract new customers beyond those already familiar with their brand.

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Aiming to skyrocket organic growth

Despite successful PR efforts driving brand awareness and website traffic, new customer acquisition remained stagnant, with only +/- 15% of their traffic stemming from non-brand keywords. To address this challenge, we proposed a local SEO strategy centred around city-specific landing pages, aiming to skyrocket organic growth and capture nationwide traffic. NTFY embraced this approach and partnered with us to implement the solution.

Essentials

• NTFY’s organic traffic was heavily reliant on branded searches, accounting for 85% of the total. Today, we’ve successfully shifted that balance to a healthier 75%.

• Our user-centric, data-driven approach led to a 94.5% increase in non-brand clicks and a 136% increase in non-brand impressions within six months.

• Key local keywords achieved top rankings, and revenue from location-specific pages grew by 9% year-over-year.

• Collaboration between SEO, UX, and development teams was crucial for seamless execution and maximizing results.

How SEO can help achieve the business goal?

The objective was clear: increase sales beyond major cities and acquire new customers. Following our methodology, we started by understanding the user, the industry, the competition, and the specifics of how Google handles these types of queries. 

This allowed us to demonstrate to the client the clear business case for investing in SEO, leveraging their unique selling proposition (USP) to gain a competitive edge.

Here are some of the insights we shared with the client

TAM (Total Addressable Market) Analysis

By focusing on local search intent, we identified a significant untapped market potential. Our analysis indicated that reaching local users could unlock up to 80% of the total addressable market, representing an estimated 54,000 monthly sessions.

Industry growth

The dietary catering industry is experiencing a surge in online interest, with consistent year-over-year growth in both brand and non-brand keyword searches. This presents a prime opportunity for NTFY to capture a larger share of this expanding market.

Competitive landscape

While NTFY faces competition from established local players with strong offline brand recognition, our analysis revealed a significant opportunity to leverage local SEO to reach new customers in underserved markets.

Keyword insights

User search behavior highlights a strong preference for localized queries, even for inherently location-specific services like dietary catering. Our in-depth keyword research, encompassing over 3,000 phrases, identified a monthly search volume of 44,000 for keywords with explicit location modifiers. This data underscored the importance of a targeted local SEO strategy to capture this high-intent traffic.

Seasonality & data insights

The industry is characterized by significant seasonality. Our analysis accounted for this by extending the historical data range to mitigate anomalies caused by the pandemic year, ensuring a more accurate understanding of search trends and informing a data-driven SEO strategy.

Armed with these crucial insights, we embarked on a strategic journey to elevate brand awareness, drive traffic, and boost sales beyond major Polish cities.

User engagement metrics

We analyzed metrics like bounce rate, time on site, and pages per session to gauge user engagement and identify areas for further optimization. 

Brand awareness

We monitored branded search volume to assess the impact of our SEO strategy on overall brand awareness.

Traffic diversification

Just a year ago, NTFY’s organic traffic was heavily reliant on branded searches, accounting for 85% of the total. Today, we’ve successfully shifted that balance to a healthier 75%, creating a more sustainable and diversified traffic profile that empowers NTFY to scale their business with confidence. This significant increase in non-brand traffic not only broadens their reach but also reduces their dependence on existing brand recognition, opening doors to new customer segments and markets.

After six months of implementing the strategy, we are thrilled with the results. Is this the peak of what’s possible? Absolutely not. We still have a lot to accomplish, particularly in the area of building the website’s authority.

Maintaining high visibility in the ever-evolving online world is a challenge for any website.

Insightland’s team of experts faced a unique task: wearmedicine.com began to experience a decline in search rankings. The signs were clear-key phrases that once generated valuable traffic were gradually losing ground to competitors. Successive reports highlighted the need for decisive action to improve performance. The preventative work between Insightland and wearmedicine.com laid the groundwork for the results we’re sharing today.

In a world where search engine algorithms evolve faster than market trends, quick yet thoughtful action is essential. Insightland’s team conducted a thorough analysis, understanding that success in such cases depends on accurate diagnosis and an effective strategy. Our aim was not only to halt the decline but to put the website back on a growth path. We started by analyzing search intent in-depth, identifying shifting user needs and seasonal trends influencing consumer behavior. With advanced analytical tools and experience, we crafted a detailed action plan. We focused on content optimization, technical improvements, and aligning SEO strategy with the latest algorithm requirements. The results were almost immediate. Our efforts restored the website’s leadership position, proving that success can be achieved even in the face of declining trends if there is the right response to new challenges.

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Our analysis revealed significant issues related to URL and content duplication, negatively affecting the site’s visibility in search engines.

As part of our cooperation with HEGO’S, a renowned footwear brand operating in the Polish market since 2003, we conducted a detailed audit of the hegos.eu website. This analysis revealed significant issues related to URL and content duplication, negatively affecting the site’s visibility in search engines. In response, we prioritized blocking Googlebot access to non-valuable pages and managing crawl budget. Additionally, we focused on increasing organic traffic and optimizing the site’s usability to maximize its potential and improve accessibility for indexing robots and users.

The first actions we took included a thorough analysis of indexing, which detected errors related to repeating product filters due to the complex structure of the site. Due to the site’s construction and incomplete technical documentation, close cooperation with developers was necessary, supported by solutions based on:

• PHP
• JavaScript
• The application of .htaccess rules and regular expressions (Regular Expressions).

These issues significantly impacted two key areas:

• A problem causing the site to return a 200 server response code for any subdomain (e.g., shop.hegos.eu, ww.hegos.eu, xyz.hegos.eu), resulting in the generation of unlimited duplicates across the entire site structure.

• Errors related to indexed filters in categories where addresses with parameters were presented as regular <a href> links in the site structure.

These challenges led to the generation of 2 million site issue notifications in Google Search Console.

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A full plan to gain visibility

The solutions implemented for optimizing the hegos.eu site included several essential actions to improve management, structure, and functionality. Below are the detailed changes we introduced:

• By improving server configuration, the possibility of creating new subdomains was limited, thereby enhancing control over the website’s URL structure.

• Redirecting known subdomains by introducing appropriate redirects for existing subdomains to the main domain hegos.eu, facilitating clear brand identification and improving address consistency.

• Hiding indexed filters by changing HTML elements from <a href> to <button> and using the JavaScript location.href function in the onclick event, effectively hiding indexed filters and providing better indexing control by search engines.

• Optimizing the sitemap structure by improving the sitemap files’ structure, limiting to canonical addresses, dividing sitemaps into three sections: blog, categories, and products, with each sitemap file containing a maximum of 50,000 URLs. All sitemaps were placed in a sitemap index, according to Google’s guidelines.

• Improving metadata across the site, adapting to current standards, and optimizing for keywords.

• Adding unique content, positively affecting indexing by search engines and increasing site attractiveness.

• Enhancing breadcrumbs menu generation, contributing to better site navigation.

• Removing empty categories from sidebars and the main menu, eliminating unnecessary elements and facilitating user navigation.

Dividing categories into subcategories, reorganizing the category structure to match keyword intent, facilitating user search for information and products.

Innovative strategies

Applying innovative strategies, effective collaboration between technical and content teams, and close coordination with the brand resulted in a significant increase in page indexing. Successfully excluding irrelevant pages from Googlebot indexing positively influenced Google’s site assessment, improving its positioning in search results. Additionally, improved site navigation significantly increased user engagement and satisfaction.

Source: Senuto

• fitzsimmons native – position 2 (2400 searches/mth)
• havaianas klapki – position 2 (1900 searches/mth)
• melissa buty – position 2 (6600 searches/mth)
• ugg mini – position 7 (6600 searches/mth)

All these steps are excellent proof of how focused work can lead to significant growth for a brand. Attention to detail and a holistic approach to the problem can effectively translate into success in the dynamically changing SEO industry.

Website migration doesn’t have to mean a downturn!

It’s an ideal opportunity for scaling your business, eliminating errors, improving website usability, and re-evaluating long-implemented solutions. A well-conducted migration can lead to increased visibility, traffic, and, most importantly, conversions. Discover our recipe for a successful migration, which played a significant role in the development of the paryskie.pl site!

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Scaling the business

Paryskie Perfumy is an online perfumery specializing in a wide range of fragrances. Their primary strength lies in producing high-quality alternatives to well-known perfume brands, ensuring durability and standards comparable to the original products. At the turn of 2022 and 2023, the client made two crucial decisions: first, to migrate from paryskie-perfumy.pl to paryskie.pl, and second, to collaborate with our company. Both proved to be successful.

After numerous discussions and understanding mutual needs, we prepared a strategy for the site’s migration. During this process, we set two key goals: short-term – restoring visibility pre-migration, and long-term – scaling the business in the area of organic traffic acquisition. Identifying these was possible thanks to recognizing three main challenges faced during the migration process.

Eliminating Technical Errors

An extensive, multi-stage technical analysis of the paryskie-perfumy.pl site revealed that its primary issue was an overly complex website structure. It included URLs of low user value with duplicated content. The errors affected the most critical areas of the store – categories and product pages. It was also user-unfriendly, resulting in an unsatisfactory conversion rate.

Increasing Efficiency

Migration isn’t always about revolution! At every stage, we review previously done work. This was no different for the paryskie-perfumy.pl site, which had well-written, substantive content. Unfortunately, it wasn’t optimized effectively, rendering its effectiveness minimal. This applied to category content, product pages, and blog articles.

Development

At every stage of the migration process, it’s essential to consider the client’s business plans and specifics. For Paryskie Perfumy, this certainly means systematically increasing the store’s assortment and covering as many key phrases from the lower sales funnel stages as possible. Thus, we needed to prepare the site technically to enable website growth at relatively low costs.

Implementation

The most critical point of the migration process is the task implementation phase. Good project management on both sides allowed for timely strategy adjustments, and active involvement in the process yielded tangible benefits. Ultimately, our actions included:

The content with carefully selected keywords

01. Conducted a comprehensive keyword analysis, which helped us organize the site structure, improving navigation for both users and search engine bots.

02. Recommended a list of URL redirects, considering the intent of each page and effective transfer of the power of previously acquired external links.

03. Verified server logs to identify irregularities, particularly important in the context of HTTP 500 errors. This allowed us to locate and eliminate the sources of such errors.

04. Configured canonical tags to avoid content duplication issues and improved the indexing process for pages based on query parameters.

05. Implemented internal linking based on thematic clusters.

We established the actions and their sequence based on both our schedule and the implementation schedule of the corrections. Close collaboration with the client translated into the visible effects mentioned above.

The content with carefully selected keywords

01. Optimized previously prepared blog articles and implemented a thematic silo concept for the blog.

02. Created unique and substantive category descriptions that matched the site’s expanded structure.

03. Ensured engaging meta-data preparation, improving phrase positions and increasing the Click-Through Rate (CTR).

04. Implemented navigation-friendly solutions within the blog, supporting positioning, including a table of contents, related article module, cross-selling module, and tags.

Effects of Insightland Team’s Actions

Nothing is more satisfying than achieving set goals! Within 11 months of starting our collaboration, we managed to:

Long-tail phrase (pl. frazy długiego ogona) refers to keyword phrases, or even entire sentences, consisting of several words that are usually less popular than generic (shorter, broader) phrases.

Site map (pl. mapa strony) is a file that provides search engines with information about the structure of a website. It helps them understand how the website is organized and allows for faster and more effective indexing of its content.

Indexing is the process by which search engines analyze the content of websites and create a table of contents, or an index. The index contains information about individual pages, such as keywords, links, headers, or content.

SEO silos refer to the concept of thematically grouping content on a website. A silo can be, for example, a category in an online store that contains a specific group of products along with one or several levels of subcategories that group them in more detail.

How to stand out?

Are you wondering how to stand out and capture users’ attention in a competitive industry like fashion? We’ve discovered a method for the brand DeeZee, a leader in e-commerce for footwear and clothing. In the fashion sector, where innovation and trend prediction are crucial, we focused on deploying the most advanced SEO and e-commerce practices. Our approach was tailored to user needs and preferences. Explore our case study to learn how we achieved significant growth.

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Immense potential

A blog is a source of immense potential – so why not leverage it? For a brand aiming for success, blogging is essential. Faced with the challenge of increasing low non-branded organic traffic on the DeeZee brand blog, we pondered how to draw users’ attention. Here are the steps we took:

Personalised strategy

Our objective was not just to increase blog traffic quantitatively but also qualitatively. We aimed to create a space where readers can resolve their doubts, find inspiration, and explore various products and styles, as well as receive practical advice and tips. How did we achieve this?

The key was a personalized strategy based on user preferences and search behaviors. We concentrated our efforts on capturing keyphrases of a guide nature for which the DeeZee brand had not been previously visible in Google search results. We created articles tailored to specific user queries, focusing on topics directly related to footwear and its styling. Furthermore, the content was thematically linked to events from the fashion industry marketing calendar, allowing for better alignment with current trends and market needs. As a result, we managed to create content that added value for both readers and the brand.

Content optimization

We conducted a comprehensive content analysis, identifying keywords and topics of greatest interest to our target audience. We applied a thematic silos strategy, organizing content and improving its structure. Then, we focused on creating content aligned with current trends and seasonality to attract and engage audiences.

Cross-selling section

We introduced a cross-selling section where products related to the article’s themes were promoted. This direct conversion of content interest into sales transactions increased the blog’s profitability.

Expert image building

We focused on building the client’s image as an expert in the footwear industry. Through the publication of substantive content, the DeeZee brand gained credibility and greater visibility among consumers.

Long-tail phrases

We optimized content for long-tail phrases, attracting more targeted search engine traffic.

PR and advertising link building

We executed link-building campaigns that included publishing external articles, posts, and press releases, thereby supporting the blog section. All publications had a promotional and advertising character, focusing on the DeeZee brand and detailing its offerings.

Internal linking Expansion

We improved the accessibility of newly created pages through better internal linking, associating similar categories with blog articles built on thematic silos.

Results of Insightland Team’s efforts

• The blog transitioned from an informational tool to a significant profit source, thanks to effective utilization of cross-selling sections and content optimization for conversion.
• Enhanced visibility due to an improved SEO strategy.
  
  An increase in the number of new visitors to the blog, coming from non-brad organic traffic:

An increase in the number of blog sessions coming from non-brand organic traffic:

A consistently implemented content strategy is an effective way to support conversions. Moreover, publishing blog articles can translate into tangible benefits for the business, including:

• enhancing the brand’s image;
• building expertise in the eyes of users and the algorithm itself;
• strengthening trust.

Wojas SA is a family business, which celebrates its 30th anniversary this year.

Nowadays, it is one of the largest footwear manufacturers in Poland. It owns a chain of 180 outlets in four countries, but also reinforces the market position of its European online stores.

With as many as 55% consumers buying footwear online at least once a year, the category ranks second in Poland in terms of popularity, just behind clothing [Gemius 2019]. The online channel is becoming the area of fierce competitive struggle for the industry brands.

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How to stand out and be at the forefront of footwear searches in Google?

Insightland Team has been supporting Wojas SA in enhancing its position in e-commerce since April 2019.

01. Increase the number of purchases in the online channel.

02. Increase conversion rates from organic traffic.

03. Website optimisation and visibility increase in search results for the keywords with the highest potential.

3 steps plan

• Increase the number of purchases in the online channel:
  67% (Q2 2019 vs. Q2 2020)
  
• Increase in conversion rates:
  48% (Q2 2019 vs. Q2 2020). Conversion is defined here as the percentage of sessions on the website where the transaction took place.
  
• Increase in visibility in search results for the keywords with the highest potential:
  Following the implementation of optimisation measures and an adequate strategy for building the link profile for the domain, as of 1st September, the website has ranked with 34,327 key phrases, including:
  • TOP 3 – 3,985 (increase by 23%)
  • TOP 10 – 2,885 (increase by 40%)
  • TOP 11 – 100 27,357 (increase by 25%)

As a result of SEO activities and their effectiveness’ in-depth analysis, marketing budgets have gradually started to migrate from paid channels to organic traffic.

Content duplication

Content duplication is a significant issue that greatly impacts the effectiveness and online visibility of a website.Understanding and addressing repeated URLs is essential in a world where high Google search rankings are crucial for success. This was the case for the HEGO’S brand, which struggled with URL and content duplication. Check out our case study that explains how content duplication affects SEO and user experience.

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Duplication

As part of our cooperation with HEGO’S, a renowned footwear brand operating in the Polish market since 2003, we conducted a detailed audit of the hegos.eu website. This analysis revealed significant issues related to URL and content duplication, negatively affecting the site’s visibility in search engines. In response, we prioritized blocking Googlebot access to non-valuable pages and managing crawl budget. Additionally, we focused on increasing organic traffic and optimizing the site’s usability to maximize its potential and improve accessibility for indexing robots and users.

Into consumer’s mind

The first actions we took included a thorough analysis of indexing, which detected errors related to repeating product filters due to the complex structure of the site. Due to the site’s construction and incomplete technical documentation, close cooperation with developers was necessary, supported by solutions based on:

Diagnose

These issues significantly impacted two key areas:

• A problem causing the site to return a 200 server response code for any subdomain (e.g., shop.hegos.eu, ww.hegos.eu, xyz.hegos.eu), resulting in the generation of unlimited duplicates across the entire site structure.
• Errors related to indexed filters in categories where addresses with parameters were presented as regular <a href> links in the site structure.

These challenges led to the generation of 2 million site issue notifications in Google Search Console.

Technical Actions

The solutions implemented for optimizing the hegos.eu site included several essential actions to improve management, structure, and functionality. Below are the detailed changes we introduced:

• Restriction on creating new subdomains
•   Redirection of known subdomains
•   Hiding indexed fikters
•   Optimization of the sitemap structure
•   Metadata improvement
•   Adding unique content
•   Improved breadcrumbs menu generation
•   Removing empty categories
•   Division of categories into subcategories

Into work

• By improving server configuration, the possibility of creating new subdomains was limited, thereby enhancing control over the website’s URL structure.
• Redirecting known subdomains by introducing appropriate redirects for existing subdomains to the main domain hegos.eu, facilitating clear brand identification and improving address consistency.
• Hiding indexed filters by changing HTML elements from <a href> to <button> and using the JavaScript location.href function in the onclick event, effectively hiding indexed filters and providing better indexing control by search engines.
• Optimizing the sitemap structure by improving the sitemap files’ structure, limiting to canonical addresses, dividing sitemaps into three sections: blog, categories, and products, with each sitemap file containing a maximum of 50,000 URLs. All sitemaps were placed in a sitemap index, according to Google’s guidelines.
• Improving metadata across the site, adapting to current standards, and optimizing for keywords.
• Adding unique content, positively affecting indexing by search engines and increasing site attractiveness.
• Enhancing breadcrumbs menu generation, contributing to better site navigation.
• Removing empty categories from sidebars and the main menu, eliminating unnecessary elements and facilitating user navigation.
• Dividing categories into subcategories, reorganizing the category structure to match keyword intent, facilitating user search for information and products.

Results of Insightland Team’s Efforts

Applying innovative strategies, effective collaboration between technical and content teams, and close coordination with the brand resulted in a significant increase in page indexing. Successfully excluding irrelevant pages from Googlebot indexing positively influenced Google’s site assessment, improving its positioning in search results. Additionally, improved site navigation significantly increased user engagement and satisfaction.

• fitzsimmons native – position 2 (2400 searches/mth)
• havaianas klapki – position 2 (1900 searches/mth)
• melissa buty – position 2 (6600 searches/mth)
• ugg mini – position 7 (6600 searches/mth)
  
  
  All these steps are excellent proof of how focused work can lead to significant growth for a brand. Attention to detail and a holistic approach to the problem can effectively translate into success in the dynamically changing SEO industry.

In this case, we first conducted a thorough analysis of the competition, discovering a significant space for improvement, and ideas for developing the bartek.com.pl website began to take shape in our minds.

In the following case study, we will present how the new, carefully customized website structure, along with additional content, contributed to the marketing success of bartek.com.pl.

In this context, a key role was played by the optimization and improvement of the existing content. According to our Insightologists, the content should be expert-level in nature. This is all to not only attract valuable traffic, but above all to meet the specific needs and questions of users. In our view, it is equally important to ensure that parents feel their source of information is reliable and can form the basis for making specific purchasing decisions that could impact the health of their children.

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How does today’s customer differ from the one from three decades ago?

BARTEK has been in the market for almost 35 years. For a children’s shoe manufacturer, this is long enough for both the company and its customers to change significantly. How does today’s customer differ from the one from three decades ago? First, they are much more aware, especially when it comes to their child’s health, the origin of the desired product, and its quality. Consequently, the language they use is much more precise, and the way they navigate the market in search of new products differs significantly from that of 30 years ago. Importantly, the competition is also fully aware of these changes.

Into consumer’s mind

The previous strategy of the website was based on phrases such as “girls’ shoes” or “boys’ shoes.” This approach limited the ability to build the image of an expert in the field, which today’s parent expects. At this stage, we already knew that the phrases consumers use are much more specific, and the competition includes specific terms in their strategies, such as “prophylactic shoes for girls.”

The Content Gap

The Content Gap Analysis revealed a significant shortage of content compared to competitors’ websites and the need to integrate long-tail phrases such as “orthopedic shoes for children.” This allowed us to identify gaps in topics crucial to our client, which are important both from the perspective of the parent and Google’s search engine. We decided to expand the bartek.com.pl website.

Attention needed to be focused on expanding the content, which would not be limited solely to universal segments like “for girls” or “for boys,” but also on content aimed at parents looking for specific, high-quality products for their children, directly addressed by the existing offer of bartek.com.pl.

4 steps

The optimisation of the structure

After conducting a detailed analysis and identifying direct competitors, which include brands like Eobuwie, Bosa Stopka, and Buty dla Malucha, it was time to highlight the differences between the bartek.com.pl website and its rivals.

However, these categories remained inactive in the structure, resulting in a lack of indexing by Google and exclusion from the sitemap.

We then decided to optimize the structure to ensure the indexing of key website categories along with appropriate filters, such as “autumn children’s shoes.”

We optimized internal linking and updated the website’s sitemap.xml file with the aforementioned categories, which increased the visibility of the offer to Google’s algorithms.

The content with carefully selected keywords

The next step was to prepare content with carefully selected keywords, relevant to the website’s structure and new categories. This phase included:

• Expanding and reviving the blog section with high-value content that addresses parents’ common questions and needs, while also promoting the brand’s philosophy.
• We focused on intensive content optimization for children’s, unisex, and parent-targeted phrases;
• Continuing to expand visibility for boys’ and girls’ specific phrases, highlighting key features of BARTEK shoes, such as design and quality;
• Building the brand’s image as an expert in children’s footwear by emphasizing its experience and specialization in creating prophylactic shoes for children;

This element included:

• Using expert opinions in blog posts to provide users with insights in a given thematic area, thereby reinforcing the authority of specialists and designers involved in the BARTEK footwear creation process;
• Applying the concept of thematic silos for blog content;
• Developing content plans based on the concept of thematic silos. We designed a content strategy centered on thematic silos, which allowed for better organization of content and facilitated its indexing by search engines, enhancing the attractiveness of the site from a user perspective.

Strategic SEO and content optimization

Terminology used in a case study

Content Gap Analysis (pl. analysis of content gaps) in the context of SEO and keywords involves identifying gaps in the existing content of a website that prevent it from fully utilizing its potential in search engine rankings. In practice, this means detecting areas where the website could provide more valuable, relevant, or complete information to better respond to user queries and thereby improve its position in search results.

Long-tail phrase (pl. frazy długiego ogona) refers to keyword phrases, or even entire sentences, consisting of several words that are usually less popular than generic (shorter, broader) phrases.

Site map (pl. mapa strony) is a file that provides search engines with information about the structure of a website. It helps them understand how the website is organized and allows for faster and more effective indexing of its content.

Indexing is the process by which search engines analyze the content of websites and create a table of contents, or an index. The index contains information about individual pages, such as keywords, links, headers, or content.

SEO silos refer to the concept of thematically grouping content on a website. A silo can be, for example, a category in an online store that contains a specific group of products along with one or several levels of subcategories that group them in more detail.