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.

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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.

The first update, the indexation error – 29.09.2020 

The update, admitted by Google, concerned a problem that had started as early as September. That’s when the indexing problems occurred – subpages simply disappeared from the index without any explicit declarations, e.g. in meta robots.

SEO experts from all over the world have made many complaints about this problem, e.g:

Initially, the update seemed to focus only on news, but it soon turned out that it had affected more elements.

And here comes another inconsistency – Google claimed on 29 September that the problem was solved:

However, this also turned out to be untrue, as evidenced by the reports of users who encountered the issue, and another official admission of the problems by Google on 12 October.

Second update and another indexation problem – 12.10.2020

Google claimed that the errors were fixed around 14 October; this is probably not true either, because at that time the issue still existed, as evidenced by measurements of result fluctuations e.g. produced by MozCast.

It is not entirely clear whether the fluctuations that occurred after Google had solved the error are another update of the algorithm, or whether they are simply a continuation of this error.

The most significant problems were related to:

• canonicalization,
• indexation of mobile versions,
• indexation of news + “Top Stories” section,
• indexation of sports results.

The websites that may have been most affected by these problems are primarily large news and e-commerce websites that may have been deprived of key categories or products from the index due to the indexing problem.

According to different websites, the fluctuations were very strong and could cause a very large “rolling” in the keyword positions:

SERP Metrics:

Algoroo:

Advanced Web Rankings:

Accuranker:

RankRanger:

Cognitive SEO:

Semrush:

How to protect yourself from declines after updating the algorithm?

As we know, it is impossible to keep yourself completely protected against Google’s errors, but I think it is possible to minimize losses in advance and reduce the odds of becoming one of the websites that suffered the most as a result of such updates.

I think that optimization of the website structure, its regular verifications e.g. in Google Search Console or preparation of website maps for specific sections – will effectively help Google in correct indexing and thus, to some extent, protect the website against similar problems.

Another very important aspect is the care for the correctness and speed of the mobile version, as – apart from the Mobile First Index – we keep receiving reports on problems with the interpretation of the mobile version by Google. Therefore, more emphasis should be placed on its refinement and more attention should be paid to all aspects related to it.

Conclusion

Clients who have been working with Insightland for a long time, and those who have just started working with Insightland, can rest assured, because none of the aforementioned updates has adversely affected their ratings in the Google algorithm for relevant keywords. From the very first days of cooperation, we have been setting up an individual action map for each of our clients. Our goal is not only to ensure high increases of websites in the future. We also take care to protect our clients’ websites from potential problems that happen after some Google updates.

Regular optimization of the website structure and its verification in the Google Search Console, as well as preparation of individual maps of the website sections, ensure correct indexation. For this update, after incorrectly indexing the subpages and a quick update in the GSC – the subpages were restored and their positions returned to their place on the very next day (with some of them going up in the ranking). Therefore, after two Google updates in the autumn, none of our clients had to count their losses.

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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.

Trends Now 

When it comes to online search trends, the most popular phrases in March are those related to the transition of winter into spring. This is most significant for the e-commerce industry, especially in the clothing and footwear category which cannot complain about the lack of customers and sales this month. What stands out especially when it comes to seasonal trends in March is certainly the International Women’s Day which every year enjoys great popularity, and this trend is effectively used by stores offering products that are perfect for a gift on this occasion, as well as the catering & hospitality industry which encourages people to choose their services on the occasion of this special day.

Let’s check Seasonal Trends in Numbers:

Spring clothes  (search volume: 18 100)

Spring shoes  (search volume: 22 200)

Spring dresses (search volume: 110 000)

Spring jackets (search volume: 49 500)

International Women’s Day (search volume:49 500)

What Are the Upcoming Trends? Spring 2020 Seasonality Trends

In many regions of the world, where the change of seasons brings notable changes in the weather, which is accompanied by the awakening of nature, people shake off winter lethargy and begin to plan their first garden chores. Among the upcoming online trends, it is impossible to overlook one of the two largest holidays of the year – Easter which this year falls on April 12. 

The leading phrases are those related to recipes and decorations. This is why cooking websites, blogs, guides, DIY, as well as online stores offering Easter decorations will experience increased interest.

Garden ideas (search volume: 33 100)

Garden plants (search volume: 33 100)

Growing vegetables (search volume: 3 600)

Easter (search volume: 2 200 000)

Easter recipes (search volume: 74 000)

Easter baskets (search volume: 301 000)

Easter decoration (search volume: 110 000)

What Are the Pro Tips for the Spring Season 2020?

1. The e-commerce industry has to be well prepared for the increased interest in products related to the change of the season. We recommend that you carefully look at the optimization of the content of individual product categories and supplement the content with phrases related to spring e.g. “spring shoes”, “spring dresses” etc.
2. The changing of the season is the perfect time to use the blog as a source of building organic traffic. We encourage you to create guide books that relate to current fashion trends. Blog articles should include “question keywords” such as, “What’s in fashion spring 2020?”, “How to design a garden?” etc.
3. If you run an e-commerce website, make sure you have proper internal linking between spring categories. It is worth using modules such as “You may also be interested in […]”, from where we can derive links to similar categories or categories. Articles on your blog are also a great source of links, so don’t forget to add relevant links to the categories to which their content refers.
4. Have you heard of Google’s announcement regarding Mobile-First Indexing? That is a big thing. So if your website is not adapted to mobile, take care of its mobile version in the nearest future. For example, make sure that the content is displayed the same on both desktop and mobile versions. 
5. Track current changes in Google’s algorithm and work on ongoing adaptation of your website to the guidelines.

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

December 2019 Statistics

Traffic And Users

Because of the holiday shopping season, December’s organic traffic steadily increased until the third week of the month. This was mainly due to our ecommerce clients. As for corporate and fintech industries, the traffic increase wasn’t that noticeable.

In the second half of the month, the traffic decreased because of natural consumer behavior. As a result, in December we had an 11% lower organic traffic than in November. We could observe a similar tendency in the case of the number of users – it was 10% lower when compared to November.

Bounce Rate

The bounce rate we had in December was 3% lower than in the previous month, which may suggest that ecommerce clients have made purchase decisions earlier. As you can guess, the lowest bounce rate was in the case of Christmas content: recipes, decorations, and presents.

Avg. Session Duration

The average session duration in December increased by around 8%. Most probably, it was because users searched for Christmas presents and read product descriptions more carefully, and therefore spent more time on ecommerce websites.

Pages per Session

In December 2019, our client’s websites showed that the number of pages viewed in a session increased by about 11%. In this case, we can also conclude that this was thanks to users who searched for presents and thereby visited more product pages to find the perfect Christmas gift.

Current Trends 

From the perspective of sales, January and February are very important months for ecommerce due to New Year’s resolutions, plans, and holidays. People look for sports equipment and other tips to keep their fitness and health-related resolutions. Moreover, users look for gifts for their loved ones for Valentine’s Day. So ecommerce websites can notice peaks in the sales of jewelry, flowers, sweets, and other gifts. These are strong seasonality trends for the beginning of 2020!

Valentine’s Day (search volume: 6 100 000)

Valentine’s Day gifts for her (search volume: 823 000)

Valentines flowers (search volume: 110 000)

Valentine day date (search volume: 33 100)

How to lose weight? (search volume: 177 000)

Nutritionist near me (search volume: 44 200)

Running shoes (search volume: 187 000)

Yoga pants (search volume: 148 000)

Workout plan (search volume: 49 900)

What Are the Pro Tips for the Beginning of 2020?

1. Create Valentine’s Day guides for your potential customers with inspiring gift ideas for women and men dishes, drinks, decorations. Help them celebrate this holiday. Provide advice on how to spend the best Valentine’s Day. Remember to include conversational key phrases and questions in your content.
2. Think of your product offer in the context of Valentine’s Day. Prepare special product categories for your online store with ‘gifts for her’, ‘gifts for him’, etc. Optimize descriptions and metadata to attract users’ attention. Prepare unique product descriptions and optimize them with seasonal keywords, like “best Valentine’s Day gift”, “best gift for your Valentine”, etc.
3. Create a special offer or product category with sports footwear and clothing or dietary products. For example, if you offer low-sugar products or healthy snacks, create a special product category for them and optimize its description and metadata with key phrases, like “Healthy snacks”, “How to lose weight”, etc.

What Are the Upcoming Trends? Spring 2020 Seasonality Trends

Ecommerce owners should be prepared for the upcoming Spring 2020 seasonality trends. Online shops that offer springtime products may already attract the interest of consumers and increase sales. Websites with Spring clothes, footwear, and accessories may notice the first traffic peaks due to the upcoming February fashion weeks. Those who are waiting for Spring may be researching seasonal activities and the best food to eat. Furthermore, those who are interested in gardening are starting to think of the flowers, fruits, and vegetables they’re going to plant this year and of the gardening equipment, they’re going to need. Moreover, people are starting to plan summer holidays during wintertime to find the best travel deals.

Spring fashion trends (search volume: 2 900)

Spring fashion (search volume: 9 900)

Spring vegetables (search volume: 12 100)

Spring activities (search volume: 8 100)

Gardening gloves (search volume: 7 000)

Perennial plants (search volume: 110 000)

Where to go on vacation (search volume: 335 000)

Best vacation spots (search volume: 20 400)

What are the best Pro Tips for Your Business for Spring 2020?

1. Optimize your content with popular key phrases that are relevant to your business. Do you offer fashionable clothes online? Optimize your content with keywords, like “spring fashion”, “fashion clothes”, etc. You can also create a Spring 2020 trends guide for your users. In this way, you will not only rank higher but also gain the attention of fashionistas!
2. Help your potential clients celebrate Spring – offer them advice on the best activities, festivals, and events. And don’t forget to optimize your content with relevant key phrases.
3. If you offer any gardening equipment, seeds, or plants, you can start thinking about updating your product offer. Take care of your content, optimize it with seasonal keywords, and make sure that your product categories and product descriptions are as detailed as they can be so that first-time gardeners could find what they need. You can also create, for instance, a Gardening for Beginners Guide with the easiest plants to grow on balconies and windowsills.

Is constant optimization the answer? 

I hope that my monthly updates can help you understand how planning and following seasonality trends can bring you great results. It always requires some work, but I believe it’s worth it if done properly. If you have any questions about 2020 seasonality or Spring trends or want to share other tips, let me know!

The post Update on Statistics from December 2019 and 2020 Seasonality Trends appeared first on insightland.

November 2019 Statistics

Traffic And Users

As compared to October, organic traffic in November achieved an over 14% increase for all of our clients, which, to a large extent, was connected with the trends of the month, namely Black Friday, which contributed to a 20% increase in traffic for ecommerce websites alone. Some websites, however, noted smaller traffic when compared to October. And these were mainly websites connected with the construction industry or typical spring-summer tourism. Despite maintaining high positions for popular phrases, seasonality caused the traffic generated in November to be lower.

As far as the number of users is concerned, this one, taking all our clients into account, also turned out to be 9% higher than in October, and here, too, it should not come as a surprise that the greatest increases in the number of users was achieved by ecommerce websites, which were additionally optimized for key phrases related to Black Friday, as well as for the pre-Christmas season, meaning, gift shopping.

Bounce Rate

November ended with a 21% deterioration in the bounce rate.  Analyzing the client groups we see that decreases were recorded by self-help/guide contents. It may be due to the fact that the user who was looking for specific information found it on the given landing pages, so there is no need to further explore the site and left it after reading the given content.  Other websites received a bounce rate very similar to the level in October.

Avg. Session Duration

The higher average duration of the session was noted in November by practically all our clients’ websites.  However, the lower time of website exploration did not affect the worsening of other statistics, so we can assume that it is a result of natural consumer behavior.

Pages per Session

It is worth noting that in November the average number of pages visited during one session increased by 7%.
Thus, taking into account the aforementioned data on the average session duration, it can be assumed that in November consumers were in a greater rush, which may have been caused by the search for Christmas presents or, in the case of Black Friday, a quick search for good deals.

Trends Now

In terms of sales, December is a very important month for ecommerce due to Christmas sales and intensive work in ecommerce. Users are looking for gifts for their loved ones, Christmas recipes, and ideas for Christmas decorations. In the fashion industry, categories related to winter clothing and footwear are becoming popular, as well as New Years’ decorations, food, and clothing. Moreover, people are starting to think about the changes they want to introduce into their lives in 2020, so motivational content and resolutions tips are becoming more and more popular. These are huge winter 2020 seasonality trends!

Christmas decoration (search volume: 1 000 000)

New Years dress (search volume: 246 000)

New Years resolutions (search volume: 22 200)

Motivational quotes (search volume: 670 000)

Motivational posters (search volume: 12 100)

Snowboard boots (search volume: 90 500)

What Are the Pro Tips for the Winter Season 2019/2020?

1. Create New Year’s guides for your potential customers with inspiring ideas for dishes, drinks, decorations. Help them celebrate New Year’s Eve by providing them with tips and useful information.
2. Help your potential customers keep their resolutions. Create the content on the best ways to preserve their resolutions with actionable tips that your potential audience can use. For example, if you own an online store that sells planners and calendars, create a guide on making lists and motivate yourself to keep your promise.
3. If you offer products and services that see a higher demand in January due to New Year’s resolutions, create a special offer or product categories so users can find them easily. For example, if you offer posters with motivational quotes, create a product category with motivational posters, optimize its descriptions and metadata with key phrases like “New Year’s Resolution”, “How to Keep Your New Year’s Resolutions in 2020”, etc.
4. Make it your New Year’s resolution to optimize your website for voice search. It is worth doing so the content of your website complies with voice search. It is already very popular and mentioned as one of the most important trends in 2020.

What Are the Upcoming Trends? Winter 2020 Seasonality Trends

Ecommerce owners should be prepared for upcoming winter 2020 seasonality trends. Apart from New Year’s parties and resolutions, January is also the time of winter holidays and winter sports. Online shops offering a range of products for skiers and snowboarders may already feel increased interest on the part of the customers and increased sales. Moreover, resorts and hotels near ski lifts should also see an increased number of page views.

What is more, we should soon get ready for another lucrative holiday – Valentine’s Day.

Ski resort (search volume: 301 000)

Best place to snowboard (search volume: 1 300)

Valentine’s Day (search volume: 6 100 000)

Valentines Day gifts for her (search volume: 135 000)

What are Pro Tips for Your Business?

1. Optimize your content with popular key phrases that can be relevant to your business. Do you have a nice bed and breakfast near several ski lifts? Optimize your content with keywords like “ski lift”, “best ski lift”, etc. You can also create a guide for skiers and snowboarders with the best ski routes. That way you can not only rank higher but also gain skiers’ trust!
2. Start thinking of your offer in the context of Valentine’s Day. Prepare special product categories for your online store with ‘gifts for her’, ‘gifts for him’, etc. Optimize the descriptions and metadata so it drives users’ attention. Prepare unique product descriptions, and optimize them with seasonal keywords like “best Valentine’s Day gift”, “best gift for your Valentine”, etc.
3. Prepare tips for spending the best Valentine’s Day. Provide a guide for the best Valentine’s Day gifts for her and him. Help your customers to choose and plan something special for their beloved ones. Remember to include conversational key phrases and questions into your content.

Optimization, Optimization, and Optimization – our New Year’s Resolution!

If you have read my previous monthly updates, you probably know what to do, and how constant content optimization is crucial. You also understand that including seasonality trends into your SEO and content strategy can really pay off! I hope that you also include voice search optimization into your plans for 2020! If you want to share other tips, let me know!

The post Update on Statistics in November 2019 and Winter 2020 Seasonality Trends appeared first on insightland.

October 2019 Statistics

Traffic And Users

In October, the number of organic visits for all our customers was 3% lower than in the previous month (1,265,807). The decrease in traffic was visible in the case of categories popular in the summer season, which are now less popular among consumers. As far as the number of users is concerned, analogically to the decrease in traffic, the number of users also decreased (by 4.1%).

Bounce Rate

The bounce rate in October remained at a similar level as in September, amounting to 20.98%. We observed a lower bounce rate than a month ago in the case of e-commerce, in particular as regards categories related to fall and winter footwear and seasonal clothing.

Avg. Session Duration

In October we noticed an increase in the average session duration from 3:50 to 4:06. The longest duration of the session invariably goes to e-commerce services with a year-round, wide range of clothing and footwear.

Pages per Session

In October, the number of pages visited during the session also increased slightly from 4.58 to 4.60. The most visited subpages were clothing e-commerce and guidebooks for Christmas gifts.

Trends Now

In terms of sales, November is a very important month for e-commerce due to the Black Friday, which this year falls on November 29. Many online stores generate more sales on just that one day than on the other days of the year combined!

November is also the beginning of Christmas fever and intensive work in e-commerce. Users are looking for gifts for their loved ones, Christmas recipes, and ideas for Christmas decorations. In the fashion industry, categories related to winter clothing and footwear are becoming popular.

Black Friday (search volume in November: 3,400,000)

Winter shoes (search volume in November: 33,100)

Winter coat (search volume in November: 246,000)

Christmas presents (search volume: 165,000)

Christmas decoration (search volume in November: 673,000)

Pro Tips for the Winter Season

1. Create Christmas guides for your potential customers with inspiring ideas for gifts for women, men, children, etc. or other criteria that can make your store stand out. Use question keywords in the tutorials which are very popular in the context of finding gift ideas, e.g. “What Christmas gift to buy for your parents”.
2. Due to the fact that online traffic around Christmas can be much higher than in other seasons, make sure that your website loads quickly and correctly. Users who are feverishly looking for gifts will not wait until a slow site finally loads and simply go to the competition.
3. The last quarter of the year is not always a period of increased sales for every e-commerce business. For some shops and websites which had their best sales period in summer, for example, the last months of the year should be devoted to optimizing the website, adapting it to current trends and search engine requirements. It is worth optimizing the content of the website to comply with voice search, already very popular and mentioned as one of the most important trends in 2020.

Upcoming Trends – Winter Seasonality Trends

Ecommerce owners should be prepared for upcoming trends. Apart from holidays, December is also the time of New Year’s Eve events and parties. Online shops offering a range of products for skiers and snowboarders may already feel increased interest on the part of the customers and more sales.

Ski clothes (search volume in December: 33,100)

New Year’s party (search volume in December: 40,500)

New years dress (search volume in December: 246,000)

Snowboard boots (search volume in December: 90,500)

Pro Tips For Your Business

1. Plan a strategy for building visibility in organic results for 2020. Consider optimizing your website to comply with voice search. Include questions and conversational keywords in your category description, FAQ section, and blog posts. This is also critical due to the recent BERT update, introduced by Google.
2. Review the current content in the context of the winter seasonality trends and check whether some articles need to be refreshed or updated with new data or information. Check the search results and browse through the pages that appear higher than your website in response to the search phrase you are interested in. Then see what content you are missing and try to make your content even more attractive by adding missing elements, facts, and data.
3. In December, review the statistics from the entire year and consider which areas need attention in the coming year. Plan actions that will help you achieve better results in 2020 by learning from the experience of the past year.

Optimization Is a Constant Process

If you have read my previous monthly updates, you probably know what to do, and how constant content optimization is crucial. I hope that my insights on winter seasonality trends can help you improve your ranks and drive more valuable traffic to your website. If you want to share other tips, let me know!

The post Update on Statistics in October 2019 and Winter Seasonality Trends appeared first on insightland.

Let’s take a look at another part of our September statistics update and seasonality trends 2019! Apart from the stats, I would like to share our insights and tips on optimizing your website. As you know SEO effects are fluent, because there are always various factors that can influence them, like the BERT update. For this reason, we always need to keep an eye on what is going on in our industry, on search engines we are ranking on, and constantly work to achieve better results. Therefore, let’s take a look at what you can do to optimize your website and rank higher!

Below you will find our September statistics and seasonality trends 2019!

September 2019 Statistics Update

Traffic and Users

September ended with much better results than August. Back to school and the change of season influenced the purchasing decisions of ecommerce customers and, as we can see in the statistics, increased the sale of products related to the fall wardrobe or school accessories and supplies.

Organic traffic on our clients’ websites amounted to 1,265,807 visits, which gave over 28% more than in August. The number of users who visited those websites were 583,965 – this is over 22% more than the previous month.

Bounce Rate

In September the average bounce rate for our clients’ websites reached 21.59% – that means 2% lower than in August. Another good statistic! We also noticed a higher bounce rate for garden and tourist categories which is a natural seasonal trend.

Avg. Session Duration

In September user explored our clients’ websites for an average of 4:02 minutes. This is around 4 minutes shorter than in August. A satisfying result is, however, that each of our clients’ websites has an average session duration time of over 2 minutes.

Pages per Session

When it comes to the number of pages that users review during the session, in September it was 4.58, on average, 1 page less than in August. One of our client’s ecommerce website is still the record holder, where users browse 10 pages per session, on average.

Trends Now

In October, similarly to September, search engines cover health topics like tips and advice for how to cure a common cold or the flu. In most countries in the northern hemisphere, the weather is cold, and that is why clothing ecommerce should notice increased traffic and sales. Moreover, in the United States, we are getting ready for Thanksgiving, so websites that provide special recipes and decoration guides for this holiday can win a lot of new visitors. You can see now how many seasonality trends 2019 you can include in your content strategy!

Pro Tips for the Fall Season

As you can see there are many different seasonality trends you can introduce to your SEO actions. I highly recommend you to:

1. Include seasonal key phrases into your content, optimize your website with it, and do not forget about images and videos – use keywords in ALT texts of any additional media on your website.
2. Try to help users with your content – answer the most frequently asked questions for example about cold remedies or by providing a guide on how to prepare the best Thanksgiving dinner or how to dress trendy and warm during the winter. Interesting content that answers users’ questions is able to engage them best and drive extra traffic to your website.
3. If you can, try to interest media and bloggers with your content to get valuable, external links to your website. Seek fashion blogs in order to promote your winter collection or collaborate with lifestyle parenting bloggers who can help you promote your Thanksgiving recipes on your website. Be creative and do not be afraid to test new solutions!

Upcoming Trends

Winter is coming! Therefore, users are getting ready for the colder months and will look for winter clothing and accessories. Online stores that offer winter collection will surely see increased traffic to their websites. Moreover, we are starting to think about planning for Christmas. Users will start to look for special Christmas decorations and ways of decorating their homes. Therefore, websites offering such tips should optimize their content with proper keywords.

Pro Tips For Your Business

1. Make sure you are ready for Black Friday and Cyber Monday which will take place in 1 month. This is the last moment to prepare your website and your customers for it. Perform internal linking to strengthen your Black Friday offer. Try to get several external backlinks from domains, blogs, media with relevant topics. If you want to be sure you are ready for it, read our SEO guidelines for your business in Q4!
2. Prepare a special offer for Movember, which is an annual event involving the growing of a mustache during Movember. Its purpose is to raise awareness of men’s health issues, such as: prostate cancer, testicular cancer, and male suicide. In my opinion, brands can get involved in this fine campaign and get higher ranks. You can also create special offers just before Black Friday for example for World Hello Day (November 21, 2019) to gather more users to your website just before the mega shopping weekend between Black Friday and Cyber Monday.
3. Do not neglect intense preparations for your Xmas activities. Continue publishing proper content optimized with key phrases like “Christmas gift guide” or “Christmas gifts for her/him”. Moreover, keep all Christmas keywords in your tracking tool. Then analyze what’s going on to react promptly if and when your website doesn’t achieve a good ranking. And do not forget about the proper internal linking of new subpages – make sure that all the new URLs are indexed.

Keep up with the Good Work

If you have read my previous monthly updates, you probably know what to do, and how constant SEO optimization is important. I hope that my insights can help you improve your ranks and drive more valuable traffic to your website. If you want to share other tips, let me know! I would be more than happy to discuss them with you and include them in my next monthly update!

The post Update on Statistics and September 2019 Seasonality Trends appeared first on insightland.

Below you will find our August statistics and seasonality trends which, in my opinion, may prove helpful!

August 2019 Statistics Update

Traffic And Users

Looking at organic statistics August seems to get lower traffic in ecommerce than July. We observed a similar trend in previous years and we may assume that this is a seasonal specificity. In August our clients’ websites were visited by 460,711 organic users which provided 910,593 visits.

Bounce Rate

In August the average bounce rate for all our clients is 25.37%, which is around 2% better than in July. The lowest bounce rate was 0.90% for one website with seasonal content related to the home&living and gardening category.

Avg. Session Duration

In August the users visiting our clients’ websites spent 8:41 minutes on average there. This gives around 5 minutes more than in July! The record-holder was a big and popular ecommerce which offers seasonal sales.

Pages per Session

The average number of pages visited during one session was 5.67, which is almost the same as in July. What’s worth mentioning, we can observe that all ecommerce sites that we work with have similar pages per session and this number oscillates from 7.00 to 9.00.

August Seasonality Trends

August was dominated by back to school season in the ecommerce category and was not a very good month for websites that offer vacation trips and other summer activities.

Trends Now

September will be favorable in terms of online traffic for websites that cover health topics like tips and advice for people with colds or flu due to seasonal infections. In most countries, the weather is slowly changing, therefore fashion websites and online clothing stores should feel increased traffic and sales. Along with the change of season, we are also changing our diet, which is evident from Google user queries. Instead of cold desserts, we’ve started searching for warming soup recipes.

Pro Tips for the Beginning of the Fall Season

1. Review seasonal keywords – check your website optimization according to seasonal keywords. Adapt your content to those key phrases which have an increasing monthly search volume. For example, if you have a clothing store, be sure that the main page and category pages are properly optimized, for example, “fall shoes”, “fall jackets”.
2. Create seasonal content – it doesn’t matter what kind of online business you have. We are able to find interesting topics for most industries in this scope. Just perform in-depth research and find out what your potential clients could be looking for in the fall.

Upcoming Trends

September is the last moment in which you can prepare your website for upcoming trends. From now, users will search more intensely for products that could increase their (and their puppies’) thermal comfort. If you own an online store with heaters, be ready for higher traffic. In terms of recipes, those culinary websites that offer seasonal ideas for pumpkins will be more popular.

Pro Tips For Your Business

1. Did you read our advice from last month? If not, don’t wait a second longer! Halloween is only a month away so if your business covers the needs related to it like a costume or decoration shop, you should already have a website optimized for specific “Halloween” keywords and already have relevant content published.
2. The same rule in terms of Halloween applies to Black Friday which will take place in 2 months. September is the last moment to prepare your website and your customers for those two occasions. Perform internal linking to strengthen your Black Friday offer. You can also get a few external backlinks from domains with relevant topics. Be aware of the fact that on this day your server may be heavily loaded with more traffic than usual. Make sure your hosting provider guarantees server reliability. This is also the best moment to follow your competitors and check their activity. This will give you valuable insights into what you could do more of to gain a competitive advantage.
3. September is the right moment for intense your Xmas activities. Continue publishing proper content like “Xmas gift guide” or “Xmas recipes”. Take care of the internal linking of new subpages and make sure that all new URLs are indexed. Keep all Christmas keywords in your tracking tool and analyze what’s going on to react promptly if and when your website doesn’t achieve a good ranking or is far off from the top positions.

Prepare Your Website in terms of Fall

If we want to achieve satisfactory SEO effects, it is worth preparing for seasonal events well in advance. This can have a positive impact not only on our organic traffic but also on our revenue in the last quarter of the year. However, remember that SEO needs time. So if you have not already optimized your content you should act quickly. I hope that our tips can help you with that. And as a result, your website will gain more valuable organic traffic this season!

The post Update on Statistics and August Seasonality Trends. How to Make the Most of the Fall Season for Your Business? appeared first on insightland.