Introduction

Can Real-Time Marketing bring results in SEO?

Challenge

We carried out an initiative in the automotive industry, leveraging a blog focused on local travel. How can real-time marketing (RTM) align with this niche? The Christmas season in December presented numerous content possibilities, but we chose to feature one of Poland’s largest city Christmas markets.

Actions

We approached this task comprehensively – the final version of the article is an exceptionally detailed guide (27,000 characters with spaces!). Including both historical information about the market and practical tips for visitors, such as location, opening days and hours, and advice on parking, hotels, etc.

Results

In just 1.5 months, the page generated 220,000 views and 2,780 clicks, making it the most-viewed landing page within the domain during that period and the third-highest traffic-generating article overall. Moreover, in such a short time, it became the most-viewed page within the domain for the entire quarter – excluding the homepage!

Insight

It’s a good idea to include thematic events in your content plan, allowing your domain to benefit from dedicated content. This is a great way to take advantage of seasonality and attract valuable traffic. However, the content must be high-quality and provide real value to users. That’s why planning ahead is essential.

HTTP variant taking organic traffic despite proper redirects

Challenge

During a routine check on one of our projects, we noticed that external tools consistently detected clicks on HTTP variants. This was unusual, as all HTTP versions were correctly redirected (301) to the HTTPS non-WWW variant. A deeper analysis of indexation in Google Search Console (GSC) showed no indexed HTTP pages. Further investigation in GSC revealed:

• No indexed sites.
• 373 sites uncovered, but all not indexed, all of them 301 redirected to HTTPS variant.
• GSC performance showed 1000 organic clicks on HTTP variant in the last 3 months, evenly distributed, suggesting a systematic source of traffic.

By analyzing the traffic source, we discovered that most of the queries were related to local searches, such as “[business name] + [location]” or “[service] in [city].” We focused on the pathways leading users to the site. It turned out that the source of the clicks were location-based Google Business Profiles. After a thorough review, we discovered that the links in these profiles pointed to the incorrect HTTP version instead of HTTPS.

Although users were getting to the proper site variant thanks to 301 redirects, traffic in analytical tools was registered like HTTP clicks. This caused confusion in reports and falsely suggested that the HTTP variant was still generating organic traffic.

Actions

Updated Links in Google Business Profile

Corrected all profile links to point directly to the HTTPS variant.

Implemented UTM Parameters

Tagged every link in the profiles with appropriate UTM parameters to enable precise tracking of traffic generated by the Google Business Profile.

Results

• Eliminated confusion in analytical reports by ensuring all profile traffic was logged under the HTTPS variant.
• Enhanced tracking accuracy with UTM parameters.
• Improved data reliability.

Insight

Adding UTM parameters to URLs in your Google Business Profile allows precise tracking of traffic sources and user behavior in analytics tools like Google Analytics. These parameters are extra URL fragments that offer detailed insights into the origin and context of incoming traffic.

Example of a link with UTM parameters:

https://example.com/location?utm_source=google&utm_medium=organic&utm_campaign=business_profil

Bonus Insight

Explanation of UTM parameters:

utm_source

Specifies the traffic source, indicating the platform that directed the user to the site. In this case, “google” indicates that the traffic comes from Google search.

utm_medium

Indicates the marketing channel through which the traffic arrived. The value “organic” means that users found the site through organic search results rather than paid campaigns.

utm_campaign

Identifies a specific campaign or initiative within a broader marketing strategy. Here, the parameter was customized by us and does not adhere to official naming conventions. The term “business_profile” helps us internally interpret that the traffic originates from Google Business Profile links.

SEO Technical SEO Website optimization

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Data-Driven News SEO

Measuring data from generative chatbots

10 Apr 2025 • Joanna Jelenik

Contact

Our specialists

At Insightland, we specialize in delivering unique insights, approaching every project with a comprehensive, holistic, and, most importantly, strategic mindset.

Anna Chwiłkowska

Operations Manager

anna.chwilkowska@insightland.org

Get in touch

You’d like to submit a request for proposal (RFP) or simply leave us a quot

Contact

The post From success to insights – January 2025 appeared first on insightland.

Duplicate content detection

Challenge

While reviewing a new offer subpage, I identified an issue with duplication, which caused traffic to be split between two nearly identical subpages. The analysis revealed that the root cause was an automation tool’s behavior, which generated duplicate versions during offer updates.

Actions

• Improving the site’s structure
• Implementing preventive measures,
• Regular URL verification,
• Usege of canonical tags,
• Monitoring of the tool’s performance.

Results:

• Enhance the quality of the client’s site,      
• Minimized risk of issues causing ineffectiveness.

Insight

Pay close attention to the uniqueness of content and URL structure, and regularly review the outcomes of automation tools. Systematic site audits can help detect and resolve errors early, preventing negative impacts on visibility and traffic.

Do you need to consistently analyze competitive landscapes?

Challenge

A car rental company’s website held significant untapped potential for improving its organic search performance.

Actions

• Through an in-depth content analysis of both the client’s domain and its competitors, several opportunities for enhancement were identified:

• Enhanced keyword presence on key landing pages to boost search visibility

• Optimization of internal linking between offer pages and blog articles to create cohesive, user-focused content clusters.

• Refinement of metadata on the homepage and offer pages to boost click-through rates (CTR).

The Results

The results of this focused effort were transformative. Within just two months of implementation:

• The number of keywords in the TOP 10 search results increased from 3,835 to 4,779, a growth of 24.62%.

• Keywords in the TOP 3 rose from 1,048 to 1,546, reflecting an impressive 47.52% increase.

Insights

• Continuous Content Optimization: Ongoing refinement of website content is a cornerstone for achieving and sustaining SEO excellence.
• Competitor Benchmarking: Consistently analyzing competitive landscapes unlocks unique opportunities to differentiate and excel.

How to avoid unnecessary redirect chains?

Challenge

The internal links on the blog listing page pointed to automatically generated URLs that redirected (via 301) to custom URLs for individual blog posts.

It created unnecessary redirect chains, adding latency and diluting link equity.

The content was duplicated across different language versions of the blog posts, which further complicated indexing and ranking.

Actions:

• Updated the internal linking structure to point directly to the final, custom URLs—bypassing the 301 redirects.

• Addressed the duplicate content issue by consolidating entries and implementing appropriate canonical tags for the blog posts.

The Results

Noticeable uptick in the site’s visibility, particularly for blog-related keywordsA sharp increase in rankings, driving more traffic to the site.

Insight

Sometimes, even seemingly minor technical issues can act as a major blocker to achieving optimal SEO performance and visibility.

SEO is never an overnight success

Challenge

In September, due to a heavy workload, I had to scale back my activities on the site. The lack of new content during this period had a noticeable impact on the visibility chart, which began to decline gradually. Publishing new content and regularly updating it not only enhances a site’s substantive value but also signals to Google’s algorithms that the site is active and constantly evolving, encouraging the search engine to visit more frequently and treat the site as a valuable source of information.

Actions

Fortunately, in November, I was able to return to intensive content activities. The systematic publication of new materials quickly began to yield results, and the visibility chart once again recorded a significant increase.

The Results

Consistency in SEO activities, especially in terms of creating and updating content, is a key element in building a website’s visibility. Success doesn’t happen overnight, but consistency and systematic site development are rewarded by both users and search engine algorithms. Thanks to this, we can achieve long-term results and continuously strengthen our position in search results.

Insight

The lack of new content during extended period can have a noticeable impact on the visibility chart, which began to decline gradually. This clearly demonstrates how crucial regularity is in SEO, especially for new or developing websites. Consistency and systematic site development are rewarded by both users and search engine algorithms. Thanks to this, we can achieve long-term results and continuously strengthen our position in search results.

Addressing drops: how we regained search visibility

Challenge

As a result of a critical server error that occurred on Friday afternoon, the entire client site began returning HTTP 5XX response codes. The problem remained throughout the weekend. While fixing actions were undertaken, an unintentional change was made. The robots.txt file that prevented all search engine robots, including Googlebot, from accessing the site has been modified. The most important key phrases began to lose positions in the search results, and overall organic visibility deteriorated significantly. Snowball effect was started. Google’s algorithms categorised the site as not meeting user expectations, resulting in a further drop in rankings and visibility in the SERPs.

Actions

• Restoration of the correct robots.txt file: The robots’ access block was immediately removed, allowing the site to be re-indexed.
• Re-indexing of key pages: Using Google Search Console, the most relevant pages were re-indexed in order to refresh their status in the search results as soon as possible.
• Monitoring crawl budget: Optimization measures were taken to rebuild Google’s trust and increase the crawl frequency of the site.

The Results

Thanks to the rapid implementation of corrective actions, the organic visibility of the website has gradually started to return to pre-crash levels.

• The website has regained its ranking positions for most key phrases.
• Visibility in search results has returned to previous levels.

Insight

• Need of regular monitoring of server performance and the correctness of the robots.txt file configuration.
• Quick response to errors, especially in crises that may affect the indexation and visibility of the site.
• Implementation of preventive mechanisms, such as testing changes to configuration files before deploying them to the production server.
• The proactive approach and skilful management of the crisis allowed the long-term effects to be minimised and the site to quickly regain its position in the search results.

Optimizing categories with high search potential

Challenge

Recently, we have been conducting an internal linking optimization focused on product categories with high search potential. Our analysis revealed that certain key phrases, such as “Black evening dresses” and “Red sandals”, had limited visibility in search results due to insufficient internal linking structure.

In response to these findings, we implemented targeted internal linking for strategic categories. This improved Google’s understanding of the site’s structure and supported keywords at the lower stages of the conversion funnel. The optimization was carried out on July 3rd, and by July 11th, we observed significant results.

Actions

Internal linking optimization focused on product categories with high search potential.

Results

Black evening dresses: The phrase began ranking in the Top 10 after the internal linking implementation, unlocking new organic traffic opportunities. Red sandals: Improved rankings from position 46 to the Top 10.

Insight

Effective internal linking is critical for improving search engine visibility, especially for high-potential keywords that attract traffic across various stages of the purchase journey. Our efforts enabled the client to better align with user intent, resulting in improved SEO performance and increased visibility in a short time frame.

Bonus Insight

Ensure that your internal linking strategy prioritizes both popular and emerging keywords. Use clear anchor texts that align with user queries to signal relevance to search engines and guide users seamlessly through your site.

Contact

Our specialists

As Insightland, specialists in delivering unique insights, we approach every project comprehensively, holistically, but above all, strategically.

Anna Chwiłkowska

Operations Manager

anna.chwilkowska@insightland.org

Get in touch

You’d like to submit a request for proposal (RFP) or simply leave us a quote?

Contact

The post From success to insights – December 2024 appeared first on insightland.

Do you have multiple offers that characterize great similarity?

A leading hospitality client partnered with us to enhance their online visibility and drive user engagement. Through our expertise and a data-driven approach, we delivered impactful results:

• Resolved keyword cannibalization on key offer pages.
• Implemented targeted SEO strategies tailored to the client’s goals.
• Boosted SERP rankings from below 20 to 3rd position (significantly increasing the likelihood of potential customers finding their website through search engines).
• Achieved 1.06K clicks, 18.4K impressions, and a 5.8% CTR, reflecting significant growth in visibility and engagement.

Insight

Do you have multiple offers that characterize great similarity? If so, you may unintentionally compete with yourself in search results. To drive business growth and maximize ROI, it’s essential to prevent cannibalization by ensuring similar offers aren’t optimized for the same keyword. Start by aligning your SEO strategy with your business goals – identify the most valuable pages and optimize them so only one appears in the SERPs for your key terms. 

Bonus Insight

For seasonal offers, focus on keywords that reflect their business value and profitability, optimizing your highest-performing pages for the most searched terms to maximize impact.

Does Google Discover bring new users?

While working on strategy for our client from the Food and Beverage Industry we achieved remarkable success:

• Generated 10K clicks and nearly 190K views in one week from a single blog post.
• Successfully leveraged #GoogleDiscover (a platform that suggests content to users based on their interests) to drive significant traffic.
• Gained valuable insights into user preferences and content performance.
• Plan to use these insights to optimize future content and boost engagement within the client’s blog section.

Insight

Did you already use Google Discover as a valuable source of new users? To optimize our presence on this channel, we’re conducting a deep dive into our past performance. By leveraging Google Trends, we’ll be tracking evolving user interests and identifying trending topics. This enables us to tailor our content to more effectively align with the needs of our audience and Google Discover’s algorithms.

When can I stop doing SEO? Never.

We confronted a challenge to optimize a local landing page for a senior care industry client.

Lastly, we achieved:

• Expanded descriptions with location-specific informational content (city life, transportation, history, events, trivia).
• Results: Improved ranking from 10th to 5th; briefly achieved 2nd position on SERP.
• Applied strategy to additional landing pages in senior care and car rental industries, yielding increased visibility across sectors.

Insight

SEO efforts never stop. The end of the year seems like a perfect time to check out the competitors’ efforts. Study competitors’ approaches and tailor the strategy to align with industry best practices. 

Bonus Insight

Ensure informational content enhances but does not overshadow the primary sales message.

How to use Google Discover to tailor strategy?

We were working lastly on the Optimization of the Blog Article “Trendy Fall Shoes 2024” for SEO and Google Discover for a client from the fashion industry.

Our goal was to create a blog article on fall 2024 footwear trends, focusing on both SEO optimization and, above all, increasing the chances of appearing in Google Discover. This required a unique approach to content, formatting, and publication timing.

Key Actions:

1. Attractive and Realistic Meta Title
   We crafted a title that was engaging for readers, maintaining authenticity and avoiding clickbait. This ensured that readers could trust the article to deliver valuable, relevant information as promised by the title.
2. Use of High-Quality Images
   We prioritized the visual appeal of the article by including high-quality images that were thematically aligned with the content and reflected the latest fashion trends. The images were optimized to meet Google Discover’s requirements, with a minimum width of 1200 pixels.
3. Publication Timing Based on Trend Analysis
   Using Google Trends, we identified the ideal publication time in line with seasonal increases in interest in fall fashion. This trend analysis for fall 2024 allowed us to time the publication to align with peak user interest.
4. Content Creation Based on Behavioral Analysis
   During content creation, we utilized insights from user behavior on similar articles. We examined which elements were most engaging, which sections captured user attention, and which areas were typically overlooked. This allowed us to structure the article to emphasize key aspects that resonate most with users, meeting their expectations and preferences effectively.
5. E-E-A-T Approach
   We focused on E-E-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness), ensuring that the content was expert, reliable, and trustworthy for both users and Google.
6. In-Depth Research on 2024 Trends
   We conducted a thorough analysis of the latest fashion trends from runway shows, presenting the insights in a clear and comprehensive manner. The content was organized into short, precise paragraphs, enriched with engaging visuals—an approach especially appealing to users looking for visual inspiration.

Result:
By balancing technical SEO optimization with visual appeal and a strategic approach to Google Discover, the article successfully appeared in Google Discover. This resulted in generating around 23,000 visits to the article, demonstrating the significant impact that the right blend of content, timing, and optimization strategy can have on enhancing visibility and user engagement within the fashion industry.

Insight

To boost content reach and visibility, combine technical with strategic timing and appealing visuals. A strategy tailored to Google Discover and user behavior can significantly increase engagement, offering strong business potential.

How to know what is relevant for users?

We conducted an analysis for unexploited keywords for a client in the fashion industry, where we noticed a gap in responding to specific user intent in the men’s suits category. Based on SERP, keyword and competitor analysis, we identified phrases that were relevant to users searching for suits, but did not yet have relevant, dedicated pages or content on the client’s site. We decided to create dedicated product categories that addressed the needs of users searching for a specific assortment – color, type, or material. For each of the new categories, a category description was prepared and implemented with matching intent to the assortment. All categories were also included in dedicated internal linking sections, creating a thematic cluster with links between the main category and categories for long tail phrases.

Through these actions, the client strengthened Topical Authority around men’s suits, which had a positive impact on search engine visibility, organic traffic and matching user intent.

This action impacted the Topical Authority of the site, so that the main phrase “garnitury” (suits) increased its position from 3.66 to 1.89.

Insight

Identify and leverage unexplored user intents: through SERP and competitor analysis, you can uncover user-specific search intents that might not yet be reflected in your existing categories. By creating dedicated pages that address these intents (such as specific colors, types, or materials of suits), you can significantly enhance visibility and relevance. This approach not only drives new traffic but also strengthens your site’s authority in the broader category.

Bonus insight

Establish thematic clusters with internal linking: building a network of internal links between the main category and new, intent-focused subcategories fosters a thematic cluster around a central topic. This structure reinforces the topical authority of the site in the eyes of search engines, making your content more likely to rank for broader, competitive terms over time.

What to do with low CTR for non-brand categories and keywords?

In the case of one of our clients, we faced the challenge of a very low CTR for non-brand categories and keywords. This resulted in lower-than-expected traffic, despite a steadily increasing visibility graph for keywords. The challenge was clear: how to encourage users to click on our client’s search results?

Therefore, we took action to enhance the visibility of our client’s most important category on Google, working with structured data, among other strategies. This led to an increase in clicks, impressions, and most importantly, an increase in CTR for non-brand keywords (with relatively little change in position).

Insight

The average Google user makes a decision in 14.6 seconds, and with the current high level of competition in search results, it is essential to stand out in order to capture attention.

One brand, with multiple markets with multiple languages, how to build SEO?

Multiple languages, multiple markets? We have your back, as we had in the case of one of our clients from the beauty industry. We ensure content consistency across languages, especially in industries like beauty, where term duplication is common. Insightland’s approach includes blocking the English version from Google’s crawlers to prioritize Polish content, improving its visibility and ranking. This strategy enhances SEO performance by reducing duplicate content issues and boosting search metrics.

Insight

Suppose you run a website in a non-English-speaking country and it includes an English-language version indexed by Google. In that case, it’s important to consider how this impacts your overall visibility. In industries where certain keywords have English counterparts frequently used by local users (e.g., beauty, fashion, technology), the different language versions may compete against each other in search results. This can result in traffic fragmentation, diluting the overall traffic and potentially weakening the ranking of your main local-language version.

Contact

Our specialists

As Insightland, specialists in delivering unique insights, we approach every project comprehensively, holistically, but above all, strategically.

Anna Chwiłkowska

Operations Manager

anna.chwilkowska@insightland.org

Get in touch

You’d like to submit a request for proposal (RFP) or simply leave us a quote?

Contact

The post From success to insights – November 2024 appeared first on insightland.

We are Insightland. We have insights for you.

Enter Insightland. More than just a data-driven business partner, we’re your digital safe land on a sea of trends.

*This success story wouldn’t happen without these people!

From where do we know that much about a client? We have been in this industry for over 8 years and our accumulated knowledge about fashion, customer behavior and technical side of online shopping is Insightland’s know-how.
We’re not just another agency; we’re a team of passionate enthusiasts crafting strategies for those hungry for sales growth. We do website audits, we create SEO-friendly content, we improve visibility and while providing complex service we have a simple, final goal – to unlock the potential and increase client’s revenue.
We know you’re likely to whip out your phone for online shopping, and we’ve got our finger on the pulse of what’s in vogue. We can describe you well: Quality matters to you, and so does finding the perfect pair of moccasins with just the right amount of flair. And we do know that you are about to buy a new pair of shoes.
Insightland is here to guide brands like Hego’s Milano to your screen, ensuring you find exactly what you’re looking for while Hego’s Milano can focus on making shoes clients love. Clients like you. As Insightland, we are inside of insights that our business partners can be outside and run their business.

A brief story of success, where moccasins and page indexing played a main role

So, why are we sharing this story? Because we’ve witnessed firsthand the remarkable transformation of one of our clients. Hego’s Milano, an online boutique, achieved significant improvements in website indexing and traffic, despite modest financial investments. Insightland people make magic on a daily basis, and the results are worth nominating for the European Search Award!

Hego’s Milano DNA vs keywords

The main goal of the whole makeover was to bolster traffic to the Hego’s Milano website, and enhancing keyword positions served as a crucial element of the strategy. Acheving this was possible only thanks to unlocking service potential by fixing urgent technical issues.
Hego’s Milano distinguished itself by its keen focus on emerging trends, offering a curated selection of high-quality products sourced from renowned brands. Moreover, their appeal extended to a discerning audience of female consumers who were not only fashion-conscious but also sought after novelty in their footwear choices. By aligning our strategies with these brand attributes, we ensured that our efforts resonated with the core values and aspirations of Hego’s Milano’s target demographic, thereby maximizing the impact of our digital initiatives.
We wanted to increase the keyword positions for keywords related to brands and keywords from the lower sales funnel level to reach the targeted audience, so knowing well the brand identity was a must.

Creativity followed by implementation

With the stage set, Insightland unveiled its arsenal of technical prowess. Firstly, a meticulous audit revealed the presence of hidden adversaries – content duplication across 2 million pages, concealed within server configurations.

*We love working remotely, but physical presence is still something we cherish. Our team meets often in our office, where all of Insightland’s strategies are created.

Yet, our mission against duplication did not stop at the surface level. Recognizing the need for well-established digital defenses, Insightland erected a formidable barrier against the upcoming scourge of duplication. Through the implementation of advanced safeguards and protocols, they fortified Hego’s Milano’s, ensuring that the specter of duplication would be banished.

It’s time to share a secret:

We wouldn’t be fully honest without sharing at least one secret. Which errors from Google Search Console did we correct?

• Server errors
• 404 errors
• Duplications errors

We corrected it by adding 301 redirects to related pages from 404 errors and improved the internal linking. The server configuration was checked and corrected due to compression settings (gzip) and the correctness of server-side scripts.
With surgical precision, Insightland optimized URL indexation, rectified server errors, and erected digital defenses against the encroaching scourge of duplication.

Conclusion: a triumph beyond measure

An astonishing increase in revenue stands as a testament to the efficacy of our approach. With each percentage point representing tangible growth, it’s clear that Insightland’s intervention has propelled Hego’s Milano to unprecedented heights.
But the impact extends beyond mere numbers. It’s about the stories behind those statistics – the newfound visibility, and the influx of delighted customers discovering their perfect pair of shoes with ease.
In the end, it’s not just about optimizing URLs or rectifying server errors; it’s about crafting narratives of success by unlocking the potential, where brands thrive and customers find exactly what they’re searching for. And in this tale of triumph, Insightland emerges as the unsung hero, steering brands towards digital glory with unwavering dedication and unrivaled expertise.

Our holistic approach makes success stories, because good SEO and analytics are only means, not the final goal. Final goal is a client’s ultimate success. What’s combining those two seemingly disparate specializations? Insights, priceless insights that allow us to build data-driven strategies that give great results, like it was this time!

The post From keywords to revenue: Unlocking potential with Insightland’s expertise. appeared first on insightland.

What is a sales funnel?

The sales funnel strategy is widely used in almost every e-commerce industry, and its primary goal is to adjust the messages/content to the individual stages at which the user is currently located.

Depending on the business needs or the specificity of the user, the sales funnel may consist of 7, 5, 4, or even three stages, including elements such as awareness, interest, desire, action, and loyalty.

From the point of view of building content in the e-commerce industry and taking into account the dynamics of changes in both the needs and expectations of users, the See-Think-Do-Care model created by Avinash Kaushik, known as “Digital Marketing Evangelist for Google.” 

See-Think-Do-Care strictly focuses on the user’s intent, which from the point of view of activities for the e-commerce industry, means a thorough examination of how the user looks for information and what results he obtains after asking the search engine a specific query. Let’s dig deeper into what See-Think-Do-Care means:

The first stage of the model, i.e., SEE, is when the user sees a given product for the first time, and it arouses his interest. The purpose of content at this stage is to build awareness and authenticate our brand, which will allow us to guide the user to the next step, THINK. In the second stage, the user begins to consider getting to know the product better because, in the first assessment, it satisfied his information need. The content presented to him should help him understand the specifics of the development, its use, and all the benefits associated with its possession.

The DO stage refers to the user who is determined to buy a given product but is looking for the most advantageous offer. The role of content is to convince the user that this is where he can make a purchase, and messages about a price promotion, free delivery, 24h shipping, or a discount on the next purchase can be an incentive.

The last stage of CARE applies to users who have already purchased. Success! With content, however, we must take care of relations with the user, strengthen his conviction that he has made the right choice, and offer him other opportunities (cross- and up-selling).

Content creation based on the See-Think-Do-Care model requires a thorough analysis of the user’s needs, considering how they search for information in the query search engine and the results they return.

Keywords types

Knowledge of the types of keywords will allow us to properly match them to the individual stages of the user’s path following the model See-Think-Do-Care.

The primary division of keywords takes into account the user’s intentions. So we distinguish keywords:

Informational – keywords with a large search volume. The user is looking for general information or answers to specific questions:

Example of a keyword:

Fashion – 246000

Navigational – keywords that target specific locations. The user wants to find a given page or physical address of a place / registered office.

Example of a keyword:

victoria’s secret store – 720

Commercial – keywords related to a specific product, service or brand. The user is looking for details that will support his purchasing decision.

Example of a keyword:

victoria’s secret black bra – 2900

Transactional – those kinds of keywords refer to pure purchase intent. The user is committed to a specific purchase.

Keyword example:

adhesive bra victoria’s secret – 110

In addition to the above list, it is worth mentioning two types of keywords that are of great importance in building content based on the See-Think-Do-Care model:

Long tail keywords –  are keywords with a relatively low search volume, but with a specific intention. They can occur at virtually every stage of the sales funnel. Thanks to low competition, they can easily attract traffic to the site.

Example:

black lace bra and panty set victoria’s secret – 20

Question keywords – these are keywords in the form of questions for which the results are to provide a specific answer. They are also used in voice search, and their importance in the sales funnel is constantly growing.

Example:

when is victoria’s secret semi annual sale – 1300

Finally, I want to mention another equally important division between branded and non-branded keywords. In the first case, we are dealing with keywords containing the name of a specific brand, manufacturer, or website (e.g., Victoria’s Secret), while the second type is all other keywords. Brand words are essential for building brand recognition and increasing points of contact with it.

Define your business goals and goal metrics

After this theoretical introduction, it’s time to move on to practice – defining business goals. For e-commerce, this will usually be conversion to sale. However, this goal will not always be the most important, or a given business will require additional goals, such as:

Building awareness– which will be crucial in the case of new brands/stores on the market

Drive traffic – will increase the website’s visibility in search results and ultimately increase the number of visits

Building relationships with users – is designed to provide helpful content to the user, increasing our authority and strengthening trust.

The set business goals will largely determine the type and format of the content, as well as the target group we will want to reach.

More than just setting goals is required. It is necessary to determine how we will measure the effects of the goals set at every stage of See-Think-Do-Care. The most commonly used content effectiveness metrics are:

• Organic Traffic
• Users
• Keyword Rankings in the top 3/5/10
• Time Spent on Page
• CTR
• Bounce Rate
• Scroll depth
• Internal clicks (links, images, buttons, etc.)

When it comes to typical sales metrics, I can recommend the following:

• Conversion rate
• Revenue

Of course, there can be many more of these measures. It all depends on how advanced the level of analytics we expect and how extensive and complicated the project is. However, it is worth remembering to determine and then configure the selected metrics at the very beginning to realistically assess the effects of content activities and react to any anomalies in the collected data on an ongoing basis.

Create a user needs matrix

The next step in content planning by the sales funnel strategy is to create a matrix of user needs, which on the one hand, will allow you to understand the intentions of users and find an answer to their expectations. In the matrix, we also specify which content format will best meet the needs of a given area of ​​​​intent, both from the perspective of year-round and seasonal themes.

An example of a matrix for the fashion industry is below:

Let’s take a closer look at the above matrix, considering the different stages of the See-Think-Do-Care model.

SEE:

Users at the beginning of the purchase funnel See focus on searching for information and inspiration regarding current fashion trends and the collection of a given season. Therefore, they expect content presenting fashion news or advice on wearing and using a given group of products.

Content should therefore be a guide to seasonal fashion, enriched with photos and video materials and presentations from fashion catwalks. This type of content is best presented as a blog article, encouraging users to comment and share their thoughts on current trends, or a pillar landing page that can be updated annually.

The topics of the articles can be pretty broad, for example:

– Current fashion trends straight from Milan,

– Fashion collections of famous brands spring / summer 2023

– Fashionable dresses / shoes / jackets 2023

THINK:

In the second stage –Think – users with clearly defined needs related to fashion shopping need confirmation that a given product will be consistent with their everyday style and lifestyle. The answer to these needs will be content containing ideas for styling, reviews of other users, or examples of celebrities and influencers who wear a given product. You can present this material through blog articles, richly furnished photos, and styling collages.

Bearing in mind that the user already knows what they are looking for, the content should cover issues such as:

– styling with the product for various occasions

– advice on how to use a given product in various fashion styles

– how to dress like a celebrity

– how to choose the right size/color/style of a given product

DO:

A user at the stage of the DO purchase path has already decided on purchasing a given product but is looking for the best possible option to finalize the transaction. Usually, the decisive factor is the price, but also aspects like the quality of materials and product compliance with the size chart and colors. Our task is to describe the product as accurately as possible, taking into account all its features. The content on the rules of product care will undoubtedly work in our favor. All this information should be included on the product card, grouped into sections with the appropriate heading, thanks to which the user will quickly find the issue he is interested in.

The topics covered on the product card should concern:

• Product features such as style, color, type of material, size
• Washing/cleaning/drying/storage rules,
• Styling issues: combining with other elements, accessories

CARE:

After the user has made a purchase, it’s time for the last step of CARE, where it is essential to take care of the user’s experience related to our brand and to convince him that he has chosen the right store. Therefore, we will certainly build trust in their eyes by offering such benefits as 24-hour sales service, free shipping, and returns. These elements can encourage a potential customer to complete the basket in our store. The user needs to decide quickly at this stage, so our content should be short, concise, and strictly meet his needs. Content in the Frequently Asked Questions section, which can be located directly below the main product description, works best in this role. Notably, after being appropriately marked with Schema.org markups, the FAQ section will also display in the search results under the link to our product, which will positively impact CTA.

Issues worth including in the FAQ section are, for example:

• From what amount of purchases is free delivery available?
• Does the store offer free returns?
• When will I receive my order?
• Can I use deferred payment?
• What loyalty program do you offer?

A matrix prepared in this way will be the starting point for us to create a publication plan that considers the needs related to search engine optimization and user experience at every stage of the purchase path.

Plan your content in the long term

After the base is prepared this way, we can proceed to detailed planning. The content plan must be developed from a long-term perspective – in the case of e-commerce, such a unit may be a year, also considering seasonality and all kinds of repetitive occasions and holidays.

Planning content from a long-term perspective will allow you to avoid mistakes related to the mismatch of content with the season or too fast exhaustion of topics you can publish at a more appropriate time.

In my case, the quarterly planning model works best, which I try to cover with seasonality. Here are the elements we should include in the plan:

1. The specificity of the season – a description of consumer moods prevailing in a given period (for example, Q1 – the beginning of the year is less dynamic shopping, the propensity to save, purchase of necessary products or those that will allow you to implement New Year’s resolutions).
2. Goal – determination of specific goal values ​​in accordance with previously adopted metrics.
3. Sales focus – an indication of a group of products/categories that are a sales goal from a business point of view in a given period.
4. List of topics and keywords for the created content – this element will require detailed research and verification of the selected topics and keywords with the user’s intentions by analyzing the search results.

Create SEO silos

To optimally manage the flow of so-called SEO power across the site and the content created, it is worth organizing content based on a strategy of SEO silos. It involves creating semantic associations between content on the website into thematic blocks that are logical and useful to the user, leading to conversions.

Below is an example of such a thematic silo:

Blogpost / pillar page

Topic: Fashion trends 2023

Keywords with search volume:

spring 2023 fashion trends – 2400

2023 fashion trends – 5400

2023 fashion trends women – 1600

mens fashion trends 2023 – 1300

spring summer 2023 fashion trends – 1300

summer 2023 fashion trends – 590

⇓

Blogpost

Topic: Fashionable styling with a short dress

Keywords with search volume:

mini dress styling – 170

how to style a mini dress – 70

mini dresses for spring – 50

⇓

Product cart

Product name: Beige mini dress

Keywords with search volume:

beige mini dress – 590

beige short dress – 390

short beige dress – 50

The “top” of the SEO silo is a blog or landing article on various fashion topics and trends 2023. Using internal linking, we lead the user to more detailed content about Fashionable styling with a short dress, where the user can get acquainted with specific proposals related to fashionable dresses for the coming season. The next and last level of the silo redirects the user to a particular product corresponding to current trends, i.e., a beige mini dress. In this way, the user is led to the product naturally, consistent with the See-Think-Do-Care strategy, while search engine robots can better interpret the content of individual subpages and combine them semantically.

Verify the effects based on the set goals

Finally, a few words about measuring the effects of content activities, without which we cannot assess whether the adopted strategy has a business impact.

Thanks to the ongoing monitoring of specific measures, we will be able to verify:

• Are the assumptions of our strategy correct,
• Have the set goals been achieved,
• Are there any anomalies that require a quick response.

This knowledge will also be the basis for the perfect planning of subsequent content projects.

Creating content on the website based on the sales funnel strategy requires solid preparation and planning. Understanding the user’s needs and their information/purchase intentions, as well as meeting their expectations related to search engines’ results for specific queries, will allow you to set realistic goals leading to traffic monetization.

The post How to plan SEO content on the website based on the sales funnel strategy appeared first on insightland.

What is search intent and why is it important in the SEO process?

Search intent in SEO refers to the motivation of a user who types a specific query into a search engine. Depending on the search intent, a user may be looking for specific information, products to buy, services to use, or solutions to their problems.

To be successful in SEO, it is not enough to simply optimize a website for selected keywords. When creating an SEO strategy, we should first and foremost understand the user’s search intent. This will allow us to create valuable content that addresses their specific, defined needs.

Content on a website that is properly tailored to user intent not only has a positive impact on its position in search engine results, but also on its overall functionality and attractiveness from the user’s perspective. When a site contains valuable and tailored content, users are more likely to stay on the site longer, browse more subpages, and return to such a site in the future.

In addition, using properly selected keywords that respond to user intent, as well as tailoring the structure of the site to those intentions, can help increase traffic to the site.

Understanding search intent and creating valuable content are key elements of an effective SEO strategy.

What are the types of search intent?

There are four types of search intent in SEO. These are:

Informational intent

This means that the user is looking for information on a specific topic or a solution to a problem. The user may be looking for answers to questions, advice, or knowledge on a specific topic.

Examples of informational searches:

• “how to lose weight?”
• “what is SEO?”
• “best vacation spots”
• “fashion trends for the spring-summer 2023 season”

Navigational intent

Navigational Intent  Navigational intent refers to a situation where a user already knows the specific name of a website or brand and searches for it to go directly to the site. Navigational intent often occurs after a previous interaction with a particular brand, such as seeing an ad or receiving a recommendation from a friend.

Examples of navigational searches:

• “Facebook login”
• “Insightland Company”
• “Gmail”

Transactional intent

Transactional intent refers to a situation where a user is searching for a specific product or service with the intention of making a transaction. At this stage, the user is looking for the most attractive deal and the store where they can complete the transaction.

Examples of transactional searches:

• “iPhone 13 Pro”
• “Dell Laptop”
• “SEO Agency Wrocław”

Commercial investigation

Users are looking for information about products or services, but are not yet ready to make a purchase. Users with commercial intent are still considering a purchase and are trying to find information about different options, prices, user reviews, or product/service comparisons.

Examples of commercial searches:

• “smartphone comparison”
• “best family car ranking”
• “which TV to choose”

How to verify search intent for a given keyword?

Every user has their own way of searching for products, services or information, so we cannot rely solely on our own experiences and opinions. So, how can we verify the search intent for a given keyword?

Google search engine can be very helpful in this process. We can use it to check the search intent for selected keywords. This ensures that the keywords we have chosen are actually relevant to the users’ needs and that our SEO strategy will be effective.

By analyzing search results, we can verify what appears in the search results for a given keyword – be it product pages, blog articles, local results, or videos. This helps us understand what types of content are most relevant to a particular query.

Here’s an example of verifying search intent in the Google search engine for the phrase “elegant summer shoes”:

Despite the sales-oriented tone of the phrase, the first 3 results in the SERPs are informative articles, while the category page ranks 4^th.

Optimizing the category page for this phrase is unlikely to yield the desired results in terms of increased sales because (as the analysis demonstrated) Google prioritizes informational content for this phrase and treats it as an informational query. To provide the user with the most relevant results that match their intent, the site should feature a blog post that provides the information the user is looking for.

To verify the user’s intent, we can also use a tool like Semrush. This data can be found in the “Keyword Overview” tab.

By following these steps, we can gain a better understanding of users’ search intent for a given phrase and tailor our SEO efforts to meet their needs.

However, it’s important to keep in mind that search intent is not static and can change over time as Google strives to understand the true purpose behind each search.

How to optimize content for different user intents?

To tailor your site’s content to user intent and improve your site’s visibility in organic search results, follow these steps:

• Verify and determine search intent – understand the purpose behind a specific user query, analyze the queries users type in, and select the most relevant keywords to match their needs.

• Prepare content that addresses the user’s objective – after identifying the search intent, we should create content that answers specific questions or problems. The content should be valuable and written in a way that is clear and understandable to the user.

• Optimize content for selected keywords – keywords should be relevant to the search intent and then placed in headings, content and meta tags on the page. Remember to incorporate keywords into the content in a natural, non-intrusive way.

• Use different types of content – it’s worth using different types of content, such as articles, rankings, infographics, or videos, to address different user questions and problems. For example, if a user is looking for information about a specific product, it’s helpful to prepare content in the form of a review or comparison, while a how-to article is appropriate if a user is looking for problem-solving solutions.

• Tailor content to the specific stage of the sales funnel – users may be at different stages of the sales funnel and looking for different types of information. It pays to tailor content to the stage the user is at.

• Use internal linking – internal links to other pages on your website allow users to find additional information on a particular topic or to move to the next stage of the sales funnel.

• Ensure a positive user experience – the site should be easy to navigate and load quickly, and information should be easily accessible and understandable to users.

Summary

Search intent is one of the most important factors in website positioning. Understanding users’ needs and tailoring the content and structure of the page to their intentions can significantly improve the site’s visibility in search results and boost traffic.

The post Search intent – how to understand user needs? appeared first on insightland.

Preparation for content audit

Conducting a content audit requires proper preparation, which not only affects the turnaround time, but also the effectiveness, which ultimately translates into real benefits for the business.

Identification of purpose

The first step to start with is to define the purpose of the audit, which on the one hand will allow us to focus on those aspects that have an impact on our business, and on the other, will structure the work and give value to the individual elements of the analysis. Regardless of the type of business or service profile, the aim of a content audit may be:

• Definition of the optimum paths to reach the target audience
• Building user trust and loyalty
• Identification of audience preferences in terms of topics of interest to them
• Locating gaps in content that need to be filled
• Improving conversions on websites that generate traffic but have a low quality of visits.

Identification of target group

The next step before conducting a content audit is to determine the profile of the target audience for our products or services. How the content will be created, what message it will convey and by means of which keywords or issues it will reach specific needs, depends on who our recipient is. And, consequently, how they make individual choices, whether they make decisions on impulse or whether they are preceded by thorough analysis, etc. It will also be important to determine the age and gender of the audience, which greatly influences the form of content that will best reach them. The more precisely the target group is defined, the greater the chance that the content on the website will be closely matched to the expectations and behaviour of the audience.

Identification of the business goal

An important stage that will influence the way content is analysed is to identify the business goal that the content on the website is supposed to achieve. In one case it may be to sell a product or service, in another to build brand recognition or user loyalty, and in yet another to educate the recipient and establish yourself as an expert in a particular industry. The business goal largely determines the form of the content, its length or tone of voice, so it should be defined clearly and without ambiguity.

Preparation of tools

The last step before starting the content audit is the selection of tools that will allow us not only to carry out the analysis, but also to structure the collected data.

First of all, you will need a spreadsheet for collecting the results of the analysis to allow for their further processing.

It will also be extremely helpful to have Google Analytics and Google Search Console correctly configured; these are free of charge and highly useful products offered by Google.

For large websites or online shops, it will also be necessary to collect all URLs to be included in the analysis. If we are not able to generate such a list on our own, we can use a freeware tool called Screaming Frog. Download it to your computer and run it to generate all the URLs for a given domain.

Preparation of keywords

Before we start content analysis and further work on it, it is necessary to perform an in-depth analysis of keywords that define our business and which users use when searching for given services or products on the Internet. Their skilful use on the website will be a key element of optimising the website for search engine robots, which will translate directly into obtaining high positions for queries that may generate traffic to the website, and consequently – sales. If we have an active Google Ads campaign, then we can perform a full keyword analysis using the keyword suggestion tool. If you do not have or do not intend to use paid, professional tools for keyword analysis, it is worth using free solutions such as https://neilpatel.com/ubersuggest/, which allows you to check several queries per day.

Another source of knowledge allowing for an accurate selection of key phrases for our website may be checking competitors’ websites and finding out what words appear in their services, especially in headings or metadata texts that are visible in search results. A helpful tool can be the search engine itself, where after typing in one word, suggestions of other similar popular queries appear.

For large shops with a complex offering, it is worth employing an SEO specialist who will perform a professional keyword analysis for us, taking into account both our business goals and the trends and interests of users.

First stage of content audit – content clustering

After this sound preparation, you can finally get down to the actual part, the content audit. At this audit level, all URLs should be broken down by content type, taking into account the 3 basic stages of the purchase path:

• Awareness
• Consideration
• Decision

Awareness

In the first case, these will be subpages that aim to subtly and unobtrusively present the user with a solution to their need. This type of content should first and foremost reinforce in the recipient’s mind the feeling that we are providing them with the knowledge to solve their problem.

Consideration

At the consideration stage the user will already be showing interest in our website, product or service, so the role of the content we present to them should be to strengthen our position, authority and opinion, and to build a relationship with the recipient. This is not yet the moment to sell – for this will be done at the next stage, which is decision-making.

Decision

This is where we can convince the user of our product, highlight its advantages and superiority over competitors’ products. This is also the perfect time to offer users discounts or other promotions to help them make a profitable purchase decision while reassuring them that it is the best possible choice.

Now that we know what the basic stages of the purchase path are, we can proceed to cluster the content in our shop according to the above characteristics.

We can build user awareness with blog and how-to content. If our shop has such a section, it should be assigned to this stage of the purchase path. However, if we do not have it in the structure of our website, it is a good idea to consider creating it. This will allow us to supplement our in-store content with content that will allow us to reach a wider audience. This is the easiest way to turn readers and viewers of our content into customers who generate real sales for us over time.

They can make a judgement based on the content describing the products available in our shop. These could be, for example, category subpages providing guidance on how to choose a particular product based on the user’s needs. On such subpage users can assess which of the offered products meets their expectations and, if they are interested in it, they will direct their attention to the content describing it, i.e. to the product subpage which is the last stage, i.e. making a purchase decision.

With the content on our site already clustered according to the above criteria, we can proceed to the next stage of work.

Second stage of content audit – data collection

The next stage of content audit consists in collecting and sorting data on the basis of which we will draw conclusions about the condition of our website’s content – its strengths and improvement areas. To this end, it is worth preparing a spreadsheet which will collect the following data in columns:

• URL
• Purchase path stage (awareness, consideration, decision)
• Content format (text only / video only / text + video)
• Meta title
• Meta description
• Text length (>500 characters, 500-1000 characters, 1000-1500 characters, 1500-2000 characters, >2000 characters)
• Headings
• Presence of keywords
• Number of sessions (last year, last quarter, last month)
• Session length
• Bounce rate

With the document thus prepared, we can proceed to fill it with data for each subpage entered in the “URL” column. We defined the stage of the purchase path in an earlier step, so we have that out of the way. For “Meta title” and “Meta description” enter the full text, but if the subpage does not have these tags completed in the html code, leave the field blank. The “Content format” and “Text length” columns are completed using the designations indicated above, while for “Headings” we enter a number depending on their hierarchy, e.g. H1-1, H2-3, H3-0, etc.

We then analyse the presence of the keywords using, of course, the previously prepared list. For each subpage, we indicate which keywords appear in its content in both unchanged and changed forms. When completing particular columns, make sure to use fairly consistent nomenclature. This will enable convenient sorting and filtering of data at the analysis stage.

The further part of the document involves Google Analytics and the extraction of specific quantitative and qualitative values.

Third stage of content audit – data analysis and conclusions 

We are about to start the last and at the same time the most difficult stage of the audit, i.e. analysis of collected data and drawing conclusions. Try adding another column for analysis and conclusions to our file to make this task easier. The first three columns, i.e. “URL”, “Purchase path stage” and “Content format” are not subject to analysis, the others are.

The assessment is made as outlined below by answering the questions indicated. A “YES” answer equals 1 point, a “NO” answer equals zero points or follow the scoring presented in each area.

Going in turn:

1. Meta title:
• Is it present?
• Does it contain at least one key phrase?
2. Meta description:
   • Is it present?
   • Does it contain at least one key phrase?
   • Does it include CTAs or Emoji characters?
3. Text length:
   • > 500=0
   • 500-1000=1
   • 1000-1500=2
   • 1500-2000=3
   • >2000=4
4. Headings:
   • H1-1=1, H1=0 or >1=0
   • H2-0=0, H2-1 or more=1
   • H3-0=0, H3-1 or more=1, etc.
5. Presence of keywords:
   • Is there at least 1 keyword in the text?
   • Does the keyword appear at least 3 times in the text?
   • Does the keyword appear in the H1 heading?
   • Does the keyword appear in the other H headings?

The above outline allows us to assess which subpages of our website are the best and which are the least optimised in terms of SEO (the highest number of points is 16). This in turn will tell us which subpages or even whole sections of the website we need to work on in particular.

The data in the following columns will instead require a more individual and non-schematic approach alongside our objective assessment.

First of all, we should look at pages that generate a lot of traffic but have a relatively short session and a high bounce rate – compared to other subpages. This may mean that the subpages are well optimised for SEO and are therefore highly visible in search results, but the users who end up there:

• do not find what they were looking for and, after a quick scan of the page, leave it
• users found a specific answer to their query, but were not encouraged to explore the website further.

It is therefore important to analyse the content taking into account these two behavioural scenarios and consider how we can improve the user experience on our website.

In the first case, work on supplementing the content with pieces that are better suited to users’ queries. To this end, consider reviewing other search results that appear in the search engine after typing in specific key phrases and see what content your competitors offer or how the content is presented on other sites. Perhaps for a given topic it would be better to present the content as a bulleted list instead of cramming the content into one heavily worded paragraph. Or perhaps our content simply lacks the specific advice the user is looking for? You should also bear in mind that many users do not have the time to read long paragraphs and simply want their question answered quickly. If someone is looking for advice on how to remove a beetroot stain, they probably want to deal with the problem as quickly as possible and will not bother to read about the fact that “beetroot is a popular Christmas Eve food, but it is also often present on our tables for everyday family dinners”. On the other hand, they will appreciate the fact that, upon entering a given subpage, they will see the following tip: “Sprinkle salt on the beetroot stain and leave it for 15 minutes. Then wash it”.

Let’s take another example: if the content of a subpage is supposed to be about the care of leather shoes, the user will certainly expect some advice on how they can keep their leather shoes clean, good-looking and protected from water on a daily basis. It is then best to include a list of some tips in bullet points immediately after the brief introduction, with the heading “7 ways to keep your leather shoes looking nice”. In the next paragraph, we can present “3 ways to protect your shoes from getting wet”. This way our content will be more readable and the user will easily find those parts of it that are interesting and useful for them. This can have a positive impact on the user experience and thus increase the time spent on a given subpage.

When our content is well suited to the user and they can find what they were looking for on the website, but they leave immediately after reading the advice (point b), we need to encourage them to visit subsequent pages. Depending on what stage of the purchase path they are at – we can redirect them to other advice, a category in the shop or even to a specific product. The content can therefore be enriched with text links or banners with appropriate CTAs that will draw the reader’s attention and at the same time encourage them to stay on the site.

Now let’s look at subpages that generate virtually no traffic (quality indicators in this case are irrelevant, as there is no data on the basis of which they can be analysed). Lack of traffic can be caused by many factors. However, when we exclude the one related to technical errors, which needs a separate study, it can be due to:

• content not optimised for relevant keywords
• low-key, not popular topics
• highly popular and competitive topics

In the first case, the solution is self-evident: you need to populate the subpage with suitable keywords, placing them in the metadata (title and description), in the H1 heading and subheadings, as well as in the body of the text.

When dealing with unpopular content, consider what other, more widespread topic could complement it. Let’s say our subpage focuses on describing the properties of an innovative, proprietary foam used for manufacturing the soles of footwear that we offer. It is likely that not many people will search for information about this foam, especially using its brand name. To drive users to such content, it is worth supplementing it with information on, for example, types of soles or the choice of a specific sole depending on our sporting activity. This allows us to seamlessly guide the user to content that talks about said foam as a recommended solution for a specific audience.

The third case, which is a very popular topic, will require a little more work from us. This is because we will have to verify our content taking into account several aspects:

• a wide range of long tail key phrases, i.e. those which are less popular but more accurately match the query, and different variants of these phrases: synonyms, inflections, phrases in the form of questions. Saturating content with additional key phrases will not only increase the chances of visitors coming to the website, but will also strengthen our “authority” in the eyes of search engines, which will be able to link our content more frequently to a variety of user queries on a given topic,
• competitors’ content and content available on sites that are in the top 10 search results for a given keyword. Try to find out what your competitors are writing about, what information they may be missing from your content, and then expand your own content with it,
• strengthening subpages with off-site activities. Conducting a link building campaign will help increase the visibility of a subpage for specific key phrases and build their high positions. Consider consulting an SEO specialist who can provide you with a suitable link building strategy or to whom you can entrust this task in full.

Such an analysis will allow us to identify any errors and deficiencies in the content present on the website, and then increase its attractiveness from the user’s point of view, which in turn will translate into a greater number of visits and ultimately into sales.

Useful free of charge tools

Awareness of the website’s errors and weak points is only the beginning of the road to improving the website’s condition in terms of content quality. The next step is to implement the changes and fix the diagnosed errors. If you plan to do this on your own, without getting support from a professional SEO agency, the following tools may be useful:

• https://www.highervisibility.com/seo/tools/serp-snippet-optimizer/ – with this tool you can easily check how your metadata will look in search results
• https://www.seoreviewtools.com/html-headings-checker/ – with this tool you can quickly check which H1 to H6 headings appear on a given subpage
• https://sitechecker.pro/website-word-counter/ – using this tool you can check the volume of text, namely the number of characters in the content on a given subpage
• https://www.seoreviewtools.com/keyword-density-checker/ – if you want to perform an automated check of the keywords appearing on a given subpage, this tool will be perfect: it suggests both the type of phrases and the degree of saturation of the text with them.

Summary

The role and quality of content on a website, especially in eCommerce, is invaluable. It is what allows us to reach the user, both the one who has specific expectations towards a given brand and the user who is just at the beginning of the purchase path, without clearly defined needs. A skilfully conducted and regularly repeated content audit is one of the key elements of an effective and consciously planned content marketing strategy. Take your time with it, because it is a long-term investment in your website and your business, which will bring measurable results.

An in-depth content audit is a standard part of the Insightland team’s work for every client with whom we start an SEO cooperation and for everyone we support on a daily basis in the area of content creation, optimisation and SEO campaigns or web analytics. Our actions, planned and implemented based on analytics as part of the strategies we prepare, not only generate quality traffic, but also have a significant impact on our clients’ conversion rates and sales.

Do you find this article interesting? Does your website need an audit? Looking for support in other SEO-related areas? Feel free to contact me

Irena Zobniow / irena.zobniow@insightland.org | T: 888 215 953 | www.insightland.org

The post How to conduct a content audit on the website appeared first on insightland.

When it comes to positioning abroad, the technical aspects of SEO, which are of course the foundation for further efforts, are not all. It is worth planning a change in the approach to the website, and sometimes even to the offering itself. You should remember that apart from the language, the attitude and way how certain products or services are used may differ around the world. That affects the steps that need to be taken in order to be visible online. So it needs special preparations.

First Step: Market Research

Every country has its own customs. If you plan the expansion of a website or eCommerce store, that’s the key. The fact that in Germany users look for a product or service in a certain way does not mean that in Spain they will look for it likewise. Therefore, before you start working on the website (e.g. the content), do thorough research on the country or area where you want to post your offering.

What to check during such research?

• Features and differences of the market. Check how the market in which you want to place your offering differs from your local one. How people buy your product / service, how they talk about it.

• User traits that influence purchasing decisions. Find out how customers use the product and how they approach it. Despite globalization, a country’s culture remains one of the key factors affecting their behaviour. By stepping into the customer’s shoes, you will be able to better match the content on the site to his or her real needs, and thus gain a better position in the search engine.

• The number and popularity of search engines. Google is the most popular search engine in the world, but in some countries it is beaten by local ones. As a curiosity, in China, it is Baidu, in Russia – Yandex and in the Czech Republic – Seznam. Check which ones your audience is using. You may have to consider a few.

• Cultural and geographical context. Remember that the cultural context determines not only how you create content, but also the content itself. A perfect example are the different measurement systems in different countries. So if you position an eCommerce store with clothes and shoes on both the American and European markets, the descriptions must be matched to it.

Additionally, it may turn out that the way how the products or services are used can be completely different, and you may have to choose a completely different language of benefits. 

Analysis of Competition and Keywords

Check what your closest competitors abroad are and how they position themselves, analyze the content, page and subpage titles, ways in which they attract the user’s attention – and draw conclusions. The point is not to copy but to evaluate their strategies. This will allow you to learn about the specifics of the industry in the local context and how to use it to position the website.

Remember that sites that have the same offering as you are not always the same sites that you wage a battle for users attention in the search engine. You may discover that the top positions refer to blogs, guidelines and ebooks. So analyze it and get inspired.

At this stage, you should also check the popularity of key phrases, choose the appropriate ones and make sure that they will be properly embedded on the page later.

On-page Content in International SEO

Also in the context of positioning for foreign markets, we are supporters of website content that is exhaustive on a given topic, and which provides the user with maximum information that can be searched for.

When optimizing the content in terms of key phrases for which we want to get high positions, we should think about the user first, and saturating the content with keywords should be a cosmetic procedure.

While embedding prepared keywords remember about popular, competitive, through the so-called long tail (“Best woman adidas shorts” instead of highly competitive “Sport shorts”), and conversational keywords (“What are the best woman shoes for running?”) that are more and more frequently used by users, so the search engine robots are also able to better interpret the content on a given page and thus correctly assign it to the user’s intention.

To Blog or Not to Blog?

Suggestive and inspiring blog articles additionally reinforced with key phrases may help you position the page on other markets. Yet, as the topics should be adjusted to the local context, it is more demanding. Our tip is to examine the needs of the target group in a country or countries you want to reach.  

The content builds credibility and is one of the most important factors that convince the user to stay on the site. It’s not about writing long texts that are simply not comfortable to read on a mobile, and also not attractive for people who want to get an answer quickly. It’s about giving them the answers they need – in the form and language that suits them.

That’s why it is worth devoting a lot of attention to analyzing seasonal trends and customs on local markets.

Technical Aspects of the Site

The basics of technical SEO stays the same as on the local market. You should take care of a website structure (e.g. when creating a category tree in your store, it is worth considering it in terms of popularity of key phrases), page loading speed, the correct implementation of an SSL certificate and website optimization for mobile devices. Yet, there are few additional aspects you need to consider.

Domain Selection

A domain is a signpost of your company and an important factor that helps rank higher in Google search results. In short, it is one of the first things that your clients notice in contact with your website.

In terms of international expansion, your domain should be easy to understand, write down, pronounce and remember to your target group. We don’t tell you to change the domain but it should be adjust it to local – or international – standards.

URL Structure

Google recommends using a different URL for each language version. You have three options for creating URLs for multilingual sites.

• Country domain – e.g. https://name.ca

It has the highest credibility, but it also requires a separate SEO process for the new domain of the website so the costs of positioning may be higher.

• Subdomain – e.g. https://ca.name.com

This structure is easy to configure, but again a separate SEO process is needed. Another challenge is that subdomains within a domain are linked, so if something bad happens to one of them, each one will be affected. 

• Subdirectory – e.g. https: //name.com/ca

Creating a subdirectory is the cheapest solution, but it makes it harder to achieve high positions in foreign versions of Google search engine. It may also get less trust from users.

Hreflangs

Another crucial element to implement in terms of technical aspects of a website. Hreflangs are the tags that define the language and location of the content. They will allow search engines to match the language version to the user. Hreflangs are also a signal to Google that the linked pages are not duplicated, which contributes to achieving higher search engine positions.

International SEO, International attitude

To sum up, expansion to foreign countries demands not only adjusting your product and service to new audiences. You should plan the strategy of creating, optimizing your website and take care of the SEO process. And this may differ for each individual country – starting from technical SEO work, content creation and link building strategies. That’s why it is good to have a specialist that has experience in international SEO and understands the process. 

The post Expansion to Foreign Markets – International SEO appeared first on insightland.

1. Keyword Research Tool

Keyword analysis in tools like Google Keyword Planner, Ubersuggest or KWfinder let you find areas in a given topic that you may not have written on your blog so far. If you use these tools for this, you can also find out in which months the phrase is most popular. Thanks to this, you will be able to plan the content release ahead.

Let’s use an example. Imagine you’ve already had a series of articles about dresses on your fashion blog. You’ve already described the fashionable cuts for this season, you’ve spiced it with attractive photos, you’ve devoted several posts to evening, summer and autumn dresses, and you‘ve exhausted all ideas on what to write about. How can you expand this area on your blog? 

I will use the KWfinder tool to show you some inspirations:

1. The combination of the main phrase and the color

You can create a series of articles dedicated to individual colors of dresses which are statistically very popular in searches.

2. Combining the main phrase with a style

By analyzing key phrases, you can find several keyword suggestions for specific styles. It’s a great inspiration to create an article or several articles on this topic.

Keyword analysis can provide you with many ideas for content. It is worth using it based on different word variants that can be connected with our area.

2. Get Use of Google Autocomplete Feature

Personally, I often use this tool and I think that it can provide a lot of inspiration for content that will be interesting to the reader. Google Autocomplete is very easy to use and certainly everyone, even unknowingly, has done it many times.

Just enter a phrase in Google search, such as “Dresses” and after pressing the space you will see a list of suggestions based on most frequent queries of other users.

This way, you can find new ideas for content on your blog that you have not paid attention to so far and which apparently may be of interest to the user.

3. Follow Google Trends

Another Google feature allows you to track search trends, which can be a great inspiration to create blog content that matches current interests of the audience. In Google Trends, you can enter the phrase, location, time range you are interested in, and then choose from the list the best-matching category and, optionally,the type of search to get a trend graph for a given query:

A useful element of Google Trends is the “Related queries” section which can provide us with interesting inspiration for content. In the case of the phrase “dress” we get the following result:

Thanks to that, we can create an article in which we describe the dresses of celebrities or the film characters – because the tool suggested that such content may be of interest to the recipient at the moment.

4. Find Topic Areas in Answerthepublic

This is one of my favorite free tools for inspiring content blogging. Answerthepublic serves us a full set of key phrases related to a specific query, based on all possible user searches. This is a true treasury of blog topics and a great help in optimizing our content for long tail phrases.

5. Analyze Competitors

Tracking content on competitors’ websites can be an interesting source of inspiration for our blog articles. Of course, the point is not to copy content published on other websites, but to look for themes that we can explore in more detail on our blog. 

You can get additional ideas from the users’ comments under the articles – such as their questions to which our competitors didn’t answer.

6. Search in Forums and Social Groups

Internet forums and groups on Facebook, Instagram and other social media channels are a great source of blog topics. Users actively share tips and tricks with each other, comment on current trends and also look for inspirations eg. from the fashion industry.

As you can see, forum users can be a great inspiration for us to create content that we haven’t explored on our blog so far, and which may turn out to be an important topic to a certain audience.

7. Check Ahrefs’ Content Explorer

If you have a subscription to Ahrefs, you can use it to search for new ideas for content. Just go to the “Content explorer” tab and enter the topic of interest in the field. As a result, we will get a list of pages that have gained popularity in a given topic over the past months, weeks or even days, so we can easily trace what kind of content and in what form is presented.

8. Get Inspired by Questions of Clients and Users

This type of inspiration will work when we stay in touch with users or clients in our business. An analysis of what they are asking about and what problems they want us to address can be an interesting material for content. I will use an example. We run an online store with dresses and a significant number of our customers have a problem with choosing the right size, which results in a large number of returns and messages from customers who are not satisfied with the purchase. Is this not an idea for a blog article in which we will explain in detail how to adjust the size of the dress to the figure to make sure that it will fit perfectly? This way, we can approach every problem of our client and, essentially, kill two birds with one stone: on the one hand, create an interesting blog article, and on the other – be equipped with answers to any customer questions.

9. Value your Fellows

Collaborators, family, friends – they can all be a great source of inspiring ideas for blog content.

Maybe they have questions or thoughts about your industry? Maybe they are up to date with some events or facts that can influence you? Maybe they see something that you, deeply immersed in the subject and the industry, no longer see? 

They can inspire you to create a comparison of the best products from the category you are writing about. Or they will have some insights that are worth sharing. A blog inspired by people, their problems and behavior gains a more natural and authentic touch.

So look around and talk to those who are close to you.

A blog that Stands out From the Competition

As you can see, there can be numerous sources for blog topics. It would be perfect for each article to be an element of the content strategy that responds to the needs of the readers. At the same time, articles are a way to make your company stand out in your industry – originality and freshness of the content topics is very important here.

Thanks to the tools and suggestions I have shared with you, inventing it will be a pleasure. If you still need some SEO insights and ideas for your blog, we will be happy to assist you with this.

The post 9 Ideas on Where to Draw Inspiration for a Blog Content appeared first on insightland.

Trends Now

In June, we can prepare for summer sales, e.g. clothing, which for many online stores is a great opportunity to sell collections in stock. As it gets warmer outside, many consumers are looking to buy garden pools and other water accessories to ensure their own comfort and refreshment during hot summer days. Stores offering water equipment may already see greater interest in their product range in June, which will continue for the next two months.
Online bookstores, in line with search trends, should also extend their promotional efforts to summer books, which readers are already searching for online in June.

Let’s check Seasonal Trends in Numbers

Summer sales (search volume – 18 100)

Above ground pools (search volume – 550 000)

Kiddie pool (search volume – 246 000)

Kayaks for sale (search volume – 165 000)

Summer books (search volume – 4400)

What are the upcoming trends? Summer 2020 Seasonality Trends

In the coming two or even three months, e-commerce industries offering typical summer and holiday products will experience a real sales boom. It is worth remembering that the competition is not sleeping and those owners of online stores who prepare in advance for the season will gain the most.
Therefore, June is the last moment to look at upcoming trends in our category and optimize the store for popular key phrases of the holiday season. Over the next two months, especially if summer turns out to be extremely hot, product categories such as: summer clothing, air conditioners, school accessories (i.e. preparation for return to school) or bicycle equipment will grow in popularity.

Summer outfit (search volume – 1 600)

Air conditioner (search volume – 1 200 000)

School supplies (search volume  – 368 000)

Bike shop (search volume – 550 000)

What Are the Pro Tips for the Summer Season 2020?

1. First of all, it is worth preparing your store in terms of relevant content related to the summer season, so that your products will be easier to find for users. A good step towards increasing the visibility of the store in organic results in the season is optimization of metadata, category or product descriptions for phrases related to the summer.
   
   
2. If you have a blog or a guide section within your store, prepare a compendium of knowledge about summer products for your customers.
   Share some tips on choosing the right size, product model or matching the clothing to the shape of their figure. If you offer specialized products, such as water or sports equipment, publish articles that answer questions frequently asked by customers. Remember to point out products to accompany your recommendations.
   
   
3. Use the power of conversational keywords and add them into the blog section content.
   For example, instead of using the header “Above ground pool in our online store” use the phrase “Where to buy above ground pool?” and then answer this question by pointing to your store. This way you will increase the chance that your store will appear in the voice search results.
   
   
4. Prepare your server for increased traffic in the summer season. Thanks to this, you can prevent the situation where users are not able to view elements of the page in the period of the greatest interest in your products.
   
   
5. Monitor the position of key phrases related to the summer offering. If you notice drops or current positions are below the top 10, thus not generating organic traffic to the site, take a look at the technical aspects of the store which can negatively affect the store’s position in the search results. You can also think about implementing off-site activities, such as link building.

What if summer is a dead season for your store?

Of course, not every e-commerce will experience an increase in traffic in the summer – it is closely related to the type of product range. If your store practically does not generate sales in the summer, but it does so around Christmas or at the beginning of the cold months, use this time to prepare for “Your season”. Remember that it usually takes from 2 to 4, or even 6 months to see the effects of SEO efforts, so if you start to implement some solutions now, you can expect them to yield some results in December.

1. Create a section dedicated to your Christmas offering in your store. It can be a separate landing page within the domain of the store or an existing store category that you will optimize for Christmas phrases, eg “Christmas gifts”, “Winter shoes” etc.
   
   
2. Prepare gift guides or stylebooks related to your product lines. Strengthen them with internal linking within your store and start promoting them with external activities, e.g. link building. With this, you will increase the chance that around November, when users start searching the Internet for specific topics, your guide books will occupy top positions in search results.

Did you know that Google announced the implementation of a very large and important update called Google Page Experience Update in 2021? So use the dead season to prepare yourself for it. In the article on our blog, you will find some tips on what to pay attention to: https://insightland.org/2020/06/05/user-experience-in-seo/

Take advantage of summertime to increase traffic on your site

Regardless of whether your product range is very popular in the summer or not, it is a great time to work on increasing the number of visits on your e-commerce website. The tips I’ve shared with you are a great starting point. If you want to use the upcoming months even better, I’ll be glad to support you with my experience. Both in terms of technical improvements affecting the position of the store in search engines, and insightful content strategies that will help you stand out from the competition. Have a great summer season!

The post Update on Summer 2020 Seasonality Trends appeared first on insightland.