Do you have an extensive list of keywords and want to quickly boost your website’s visibility in search results?

Even small modifications – like placing a well-chosen phrase in headers or optimizing the title tag – can significantly impact a site’s visibility in search rankings and lead to an increase in organic traffic.

I’ve created a special script precisely for this purpose. It automatically identifies so-called “quick wins” and helps implement them effectively. Below, I explain how the script works, what is included in the report it generates, and the limitations of the automation you should be aware of.

What Can Be the “Quick Wins” Script Used For?

The script was designed to identify potential “Quick Wins” in SEO – that is, actions that can lead to a significant increase in site visibility with relatively little effort. Its main goal is to find keywords that are already ranking close to top positions in search results (e.g., in the top 10 or top 3), which makes them an easy starting point to achieve better rankings.

Thanks to automated analysis of keyword position and popularity data, the script quickly identifies which elements of the website should be improved.

As a result, you can focus on optimizing elements such as headers or the title tag – modifications that don’t require the involvement of a development team but have the potential to transform average rankings into top search engine positions.

How Does the Script Work?

The script performs a detailed analysis of the website, identifying areas where key phrases are missing – for example, in page titles, H1–H6 headers, or meta descriptions. The results of this analysis are then supplemented with data on the number of searches and current Google rankings for specific phrases.

Thanks to this comprehensive approach, it’s possible to precisely determine which parts of the page should be prioritized for optimization, leading to more effective SEO actions.

The script performs several steps:

1. Data Collection

First, it collects information from external visibility and keyword position monitoring tools. This way, it gathers a list of phrases, their average monthly search volume, and their current rankings in search results.

2. Filtering “Quick Wins”

It then identifies phrases that are close to reaching top rankings (e.g., between positions 5–20).
Additionally, it can apply a minimum search volume filter to focus on phrases that generate real traffic.

3. Content Scraping and Analysis

In the next step, the script visits specific URLs and checks whether the keywords appear in key parts of the page:

• Metatitle (Page Title)
• Metadescription (Meta Description)
• H1 header
• H2–H6 headers
• Optimalization text

This quickly shows whether a particular keyword is properly highlighted on the page or if it’s missing from important areas.

4. Report Generation

The final stage involves generating a file with the analysis results, presenting them clearly (e.g., in a table) including:

• Keyword position
  
• Average monthly search volume
  
• Information on whether the phrase appears in specific page elements (TRUE/FALSE)
  
• Number of occurrences in headers (e.g., H2 Count, H3 Count, etc.)
  

Example of the Quick Wins Script Output File

In the image attached below, you can see a sample screenshot of the output file:

The columns include, among others:

• Keyword – the phrase being analyzed
  
• Position – current search engine ranking (e.g., Google)
  
• Avg. Monthly Searches – estimated number of monthly queries
  
• Metatitle Occurrence – whether the keyword appears in the page title (TRUE/FALSE)
  
• Metadescription Occurrence – whether the keyword appears in the meta description
  
• H1 Occurrence – whether the keyword appears in the H1 header
  
• H2 Occurrence, H3 Occurrence – similarly for other headers
  
• H4 Count, H5 Count, H6 Count – number of keyword occurrences in headers at each level

Thanks to such a report, you can quickly verify whether key phrases are properly implemented on the page.

For keywords ranking lower but with high potential (high search volume), simply making the right adjustments to page elements can lead to improved visibility.

Challenges and Limitations of the Script

The current version of the script checks only for exact matches of phrases. It does not take into account variations or close synonyms, which can be a limitation in inflected languages (such as Polish). In practice, this means SEO specialists need to account for different forms of a keyword and verify whether those are also properly implemented on the page.

The post SEO Automation – My Way to Catch “Quick Wins” appeared first on insightland.

What is LLMs.txt?

LLMs.txt is a simple Markdown or text file placed in the root directory of your website (e.g., yourdomain.com/llms.txt). It serves as a guide for LLMs telling them how to process your site’s content: which sections are most important, which resources should be prioritized, and which should be ignored. 

Think of it as a cross between robots.txt and sitemap.xml, but made specifically for AI models rather than search engine crawlers.

Unlike robots.txt, which controls what search engines can crawl, or sitemap.xml, which lists all indexable pages, LLMs.txt tells AI which content matters most and provides context, summaries, and direct links to key resources. That’s how it makes it easier for LLMs to extract accurate, relevant information and generate better responses.

It’s important to note that LLMs.txt is still a proposal – not an official web standard yet. Adoption is growing, but its effectiveness and best practices are still being tested and refined by the community.

Why is LLMs.txt Important for SEO and AI Search?

Consider a user typing into ChatGPT: “What are the best e-commerce platforms for small businesses?”

Instead of providing a list of links, AI generates an answer citing specific brands and sources. If your content is well-optimized (and matches the intent of the query), it might be included as a part of the answer or recommendation – along with a link and brand mention.

This shift is fundamental. GEO isn’t just about rankings – it’s about citations. Being first in search results isn’t as crucial as being included in AI’s answers.

Why does GEO matter in 2025?

Improved AI accuracy

By highlighting your most important content, LLMs.txt helps language models generate more accurate and relevant answers about your site.

Faster, more efficient indexing

LLMs can quickly locate and process the right information, bypassing complex HTML and scripts. That’s how LLMs.txt complements robots.txt and sitemaps – it guides AI models to your most valuable pages.

Greater control

On the other hand, you can specify which sections of your site are accessible to AI and which are off-limits, giving you more control over how your content is used and cited.

Better visibility in AI-driven search

Optimizing your site with LLMs.txt may increase your chances of being cited or recommended in AI-generated responses and search results. LLMs.txt plays a significant role in this respect because, as Vercel’s research highlights, most chatbots (except for Google Gemini) do not render JavaScript files.

As a result, providing a clear, AI-friendly summary of your site’s most important content can significantly improve how LLMs process and represent your website in their answers.

Future-proofing

Research shows that AI-driven search and chats become more prominent – check fresh data on that topic in our report on AI in search and Shopping. Being an early adopter of LLMs.txt prepares your site for the next wave of web interaction.

How to Implement LLMs.txt

For years, SEO has been the gold standard for increasing online visibility. We optimized content for Google bots, built links, and analyzed keywords. And we still do.

01 Create the file

Write a llms.txt in Markdown format, summarizing your most important pages, sections, and resources.

02 Define access and priorities

Specify which URLs, text snippets, or sections matter most to AI. You can also include summaries or context for each.

03 Place in the root directory

Ensure the file is accessible at yourdomain.com/llms.txt

04 Test and iterate

Since this is a new proposal, monitor how LLMs interact with your file and adjust as needed. We are currently testing its impact and best practices, as the standard is still evolving.

For more technical details on LLMs.txt implementation, check the article on LLMs.txt by Ambiscale.

Example usage

Suppose you run an e-commerce store and want AI chatbots to generate accurate answers about your products. Your llms.txt could involve information like this:

Key takeaways

LLMs.txt is a proposed, not yet standardized, method for optimizing your website for AI models and generative chatbots.

It provides a clear, structured guide to your most important content, helping AI systems understand, index, and present your site more effectively.

Early adoption and experimentation are encouraged, as the community continues to test and refine this approach.

By implementing and testing LLMs.txt, you can help ensure your content is accurately represented in the present era of AI-driven search and chat interfaces.

The post Understanding LLMs.txt: controlling AI search visibility in the age of LLMs appeared first on insightland.

After all, their popularity is growing. At the end of 2024, only ChatGPT was receiving 3.8 billion visits per month. And, according to the research by Gartner, by the end of 2028 even 28% more users than today will pick generative AI platforms instead of traditional web search as the first step of their online research. 

Making an effort to be present in the AI chat responses is crucial. But the second and most important step is measuring the effectiveness of the activities you’ve performed to get there. This is significant because it allows you to assess ROAS and the validity of investing in this new traffic channel. 

The problem is, in Google Search Console or Bing Webmaster Tools (We’ll come back to this later ;)) we cannot find accurate data on queries appearing in the chats, which is what we got used to from the perspective of classic SEO. 

Therefore, it is necessary to develop methods that will allow us to measure how often, for which phrases, and with what impact on business a given brand is displayed in ChatGPT, Perplexity or Copilot.

Here’s more about some of the available measuring tools and methods, and how to combine the data we get from them to obtain some actionable insights.

Bing Webmaster Tools

Bing tells us that the data shown in Search Performance does not apply to generative chats. 

At the same time, the “Internet and chat” item is visible in the data filtration:

Our research indicates, however, that data from chats, although extremely anonymized, can be displayed in Bing Webmaster Tools.

Here’s an example of an exact query tested by us for one of our clients, and the results we got:

The number of views isn’t impressive, but it’s there. In our tests, though, the link to the client’s website was displayed many more times. And we were actually clicking on the link, which was not captured by the tool at all. Nevertheless, this is an indication that some data from chats appear in Bing Webmaster Tools, but in such a limited form that makes it unsuitable for efficiency analysis.

Google Analytics 4 (GA4)

Google Analytics 4 (GA4) and Looker Studio (formerly Google Data Studio) come to the rescue, allowing for deep analysis and optimization of activities in the area of AI Search Optimization. 

We can perform research on the effectiveness of a given brand’s views in the generative chatbots thanks to specific sources/mediums added to the URL data mentioned during chat conversations. Even if the data may be not 100% accurate, due to the CookieConsent, – it is still giving us an indication of i.e. growing share in organic traffic for the website. 

Example from ChatGPT:

Alternatively, ChatGPT and Perplexity send data about views, e.g. using the mentioned referral attributes.

*Bing is an exception in this regard (more about this in the section on log analysis below). 

Free Looker Studio report by Insightland

At Insightland, we work with data every day. Measuring the effectiveness of our activities is crucial for us. That’s why we have prepared a free Looker Studio report with data from AI Search. 

Here’s a sample view from the report:

What do you get from chatbot and AI Search data analysis in GA4?

01 Understanding traffic sources

GA4 analysis allows you to identify which AI Search platforms (ChatGPT, Perplexity, Gemini, etc.) are driving traffic to your website. According to research by Ahrefs, the largest AI traffic comes from ChatGPT, Perplexity and Gemini. Awareness of these proportions allows you to adapt your optimization strategy to the most popular sources.

02 Assessment of impact on sessions

Monitoring sessions in GA4 allows you to assess how traffic from AI Search affects user engagement, time spent on the site and bounce rate. This, in turn, allows you to assess the quality of traffic and its potential impact on conversions.

03 Measuring the impact on revenue

Integrating data from GA4 with revenue data allows you to determine the extent to which traffic from AI Search translates into real profits. This is crucial for assessing the ROI in AI Search optimization.

How to use Looker Studio and GA4 reports to measure chatbot data?

Download the free report

We have prepared a free Looker Studio report template that helps you analyze the impact of generative chatbots on your business.

Analyze traffic sources

The report allows you to identify traffic sources, including AI Search platforms, that generate the most sessions on your website.

Measure the impact on revenue

Integrate revenue data to assess the extent to which traffic from AI Search translates into real profits for your business.

Track changes over time

Analyze changes in key metrics over time to assess the effectiveness of your optimization efforts and identify trends.

Sample metrics to track

• AI Search sessions: Number of sessions that originate from AI Search platforms (ChatGPT, Perplexity, Gemini, etc.).
• Conversion rate with AI Search: The percentage of AI Search sessions that resulted in a conversion (e.g. purchase, registration, form completion).
• Revenue from AI Search: Revenue generated by sessions that originate from AI Search platforms.

In the era of growing popularity of AI chatbots, monitoring and analyzing the traffic they generate becomes crucial. Standard tools such as Google Analytics 4 (GA4) may not provide the full picture, though. Therefore, it is worth using advanced methods, such as server log analysis.

Server log analysis: the key to the whole picture

The available data platforms currently don’t show us the whole spectrum of the data about traffic coming for AI search. Analysing the server logs may help us discover some interesting details necessary to start a valuable AI search traffic analysis.

Example

The Samoseo.pl article (in Polish) presents a case study of server log analysis for various websites:

• Site A: No presence of OpenAI bots in the logs. After the ChatGPT query test, ChatGPT-User performed 1 GET query to the home page of the site that was referenced in the source.
• Site B: 74 ChatGPT-User bot queries over 3 months. The proportion of views on ChatGPT to views on Google was 47 to 34,293 (approx. 729 times Google’s advantage).
• Site C: 15,342 ChatGPT-User bot queries to 466 unique URLs over 3 months.

Comments:

• One URL may be specified as a source several times in one ChatGPT response, but this only corresponds to one request to the server.
• Log analysis will not indicate whether the link to the website appeared directly in the response or only after clicking on “Sources”.

The logs may show what GA4 doesn’t

For instance, GA4 may not show the correct scale of traffic from chatbots, e.g. due to Consent Mode. Additionally, GA4 only shows “visits” to the site (sessions and users), not “views”, i.e. moments when a link to the site appears in the ChatGPT response. That’s why using server logs could be a game changer. 

Another example, described in the Ahrefs study, shows that traffic from Copilot is recognized as Direct.

From our own experience, reports for our clients do not show the source as Bing other than standard organic/paid traffic or referral traffic from  cn.bing.com. Below you’ll find the data from the last 28 days for one of our clients:

Conclusion

As AI chatbots continue to gain traction, the traffic they generate is becoming an increasingly valuable source to understand and leverage. While current measurement tools may fall short in precision, a thoughtful combination of data from the currently available tools can still provide useful insights.

For those ready to go deeper, more advanced techniques like server log analysis offer a clearer view – but they do require a higher level of technical expertise.

If you’re looking to take that first step toward understanding and optimizing your AI chatbot-driven traffic, at Insightland we can help bridge the gap and get you started with the AI search analysis.

The post Measuring data from generative chatbots appeared first on insightland.

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

SEO Automation – My Way to Catch “Quick Wins”

29 Apr 2025 • Bartosz Wojciechowski

AI Search SEO

Understanding LLMs.txt: controlling AI search visibility in the age of LLMs

24 Apr 2025 • Joanna Jelenik

AI Search

Generative Engine Optimization: Everything You Need to Know for 2025

22 Apr 2025 • Insightland

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.

In today’s data-driven world, effective data governance is essential for ensuring data quality, and compliance, and maximizing the value of your data assets. 

Our consulting service is designed to help organizations clearly define and map out the roles and responsibilities required to establish and maintain robust data governance practices.

Objectives keep everything together

The foundation of successful collaboration starts with a clear understanding of objectives. SEO specialists and developers must agree on what they aim to achieve for the client. A satisfied and happy client is the ultimate goal of the collaboration which later often leads to referrals and business growth.

The first step is to establish common goals. Regularly communicate objectives and ensure both teams are working towards shared outcomes. This will help mitigate frictions that could happen from differing priorities.

Workflow integration and daily maintenance

Effective daily operations are essential to maintain website performance. Joanna highlighted the importance of structured workflows and maintenance routines.

It is important to schedule regular sprint meetings to discuss tasks, assign responsibilities and prioritize actions. This creates a roadmap for both teams and ensures good cooperation between them. Using tools like Jira, Excel, or Asana to track progress and manage tasks effectively enhances visibility for both teams and promotes accountability.

When it comes to SEO roadmap, Joanna suggests starting with SEO strategy so:

• what are the expectations
• what the client wants to be achieved
• how more money can be made for him.

Next thing on the list are technical actions. Focus on actions that deliver high impact with minimal effort. At the beginning avoid projects that require extensive hours without proportional results. Then, define ‘Ready’ documentation, create a clear ‘Definition of Ready’ for tasks, ensuring that developers have a complete understanding of the requirements and expected outcomes. ‘Definition of Ready’ also makes sure that the final outcomes are more effective.

While discussing the definition of ready, Joanna also underlined the importance of making all of our results measurable, as the focus should be on having results that impact the business directly.

Do you want more tips and insights?

For anyone interested in more detailed explanation, watch Joanna speech (Polish language version)

The post Effective Collaboration Between SEO and Development Teams appeared first on insightland.

Co-founder & SEO Strategist at Insightland recaps the past year in the SEO industry, and discusses important trends and challenges we will face in 2023. 

1. Event of the Year in the SEO/SEM industry

For most industry insiders, the most important event of the year was the SEO Poland conference, where we were able to attend lectures by SEO experts and practitioners with many years of experience. It was also a great opportunity to confront one’s own point of view on SEO strategy with those of other professionals. In the face of a fast-changing reality in the online landscape (resulting from both the geopolitical situation and changes in Google’s algorithm itself), each debate of this nature offers valuable insights to help us increase the effectiveness of our operations.

2. Key trends in the SEO/SEM industry in 2022. Trend for 2023

One of the key trends in the SEO industry was Google’s announcement of an update called HCU (Helpful Content Update), implemented in the last quarter of 2022. Along with the announcement of the upcoming Helpful Content Update, Google has also specified its scope. For website owners, and therefore for SEO specialists, this implied a detailed review of the site’s content for usability and consistency with user intent. Content created solely with search engine robots in mind, saturated with key phrases in an unnatural manner, runs the risk of diminishing the value of the entire website, and thus bringing down the website’s position in search results. In contrast, it can take up to several months to rebuild existing SEO results after the HCU. Forward-thinking SEO specialists began working on adapting content to the HCU guidelines as soon as Google announced the first details about it, while those who did not take the time to revise their content and make the necessary adjustments risked losing their previously achieved results.

Another trend that has become strongly visible in 2022 is the use of AI in content generation, which is now a matter of great controversy in the SEO / SEM industry. On the one hand, using machine-generated content can speed up certain activities and reduce their costs; on the other hand, this goes against Google’s search engine guidelines, where automatically generated content is considered to be non-compliant with Google’s rules. It is still unclear whether or to what extent Google is able to recognize content written using artificial intelligence. After all, it’s a battle of algorithm against algorithm, and given subsequent updates to the search engine in terms of content, it’s highly likely that Google’s ability to recognize auto-written content is only a matter of time.

3. Assessment of the impact of the war in Ukraine on the SEO/SEM industry in 2022.

The war in Ukraine had its impact on the SEO industry right from the first days of the conflict. Concerns about the escalation of the war to neighboring countries and the deteriorating economic situation at home prompted many of us to reconsider our priorities, redirecting our attention to keeping track of the geopolitical situation. For many e-commerce businesses, this has meant a loss of some revenue due to a decline in consumer interest in shopping or consumers making more prudent purchasing decisions (looking for promotions, buying only essential products). In order to respond to changes in user behavior online, it was necessary to remodel the product offering and revise the marketing message. From the SEO’s point of view, relying on historical data on trends or seasonality of key phrases has often proved to be an ill-advised strategy and required a much greater commitment to analyzing real-time data and making appropriate adjustments to the measures taken.

4. The biggest challenge for 2023.

By far the biggest challenge in the SEO industry in 2023 will be addressing the Google algorithm changes that have already been implemented and those that are scheduled for the near future. One example is the aforementioned HCU update, which requires regular analysis of search results in terms of user intent, or the implementation of “continuous scrolling” on desktop in SERPs, which will affect, among other things, display and CTR values for individual items. Estimating organic traffic in 2023 based on data available in GSC for 2022 and previous years will therefore have limited reliability.

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Trends Now 

Current trends in e-commerce industry show a keen demand for travels and a range of travel accessories and services such as suitcases or cheap flights. Due hot weather, air conditioners sales also gain popularity. Interestingly enough, the trends don’t indicate any growing demand for summer garments or shoes which suggests that consumers are slowly getting ready for the fall season without giving much thought to their summer wardrobes.

Upcoming Trends

The upcoming fall season is marked not only by transitioning from your summer to fall wardrobe but also by higher infection rates. In September, consumers will already be searching for fall clothing and shoes, so online sellers may expect more traffic in categories dedicated to fall fashion.

The upcoming trends also show a larger demand for cold medicines as well as fall books that are meant to bring more coziness into the longer and longer fall evenings.

Not to mention Halloween. Celebrated at the end of October, it generates the demand for costumes and accessories already in September.

A bit later, since the beginning of October, people start getting interested in Black Friday and Cyber Monday, the other two crucial (in terms of e-commerce) events.

What Are the Pro Tips for the Fall Season 2020?

1. Prepare your shop for the upcoming season by bringing the relevant categories to the forefront. It’s a good idea to create a brand-new category for products which are usually used in fall, e.g.  “Fall fashion”, or section “Cold and flu” if we talk about shops selling medicinal products. Displayed in the main menu, seasonal categories will be reinforced by the SEO value of the main page so that it will increase your search engine visibility.

2. The creation of seasonal categories should be followed by their optimization. First of all, make sure they contain content optimized for seasonal keywords that should be put in the headline tagged H1 in the code as well as in sub-headings. In the process of choosing seasonal optimization keywords, pay attention to long-tail phrases as well as the so-called Question keywords that are usually used in voice searches. The latter will come in useful when creating mini guides attached to a certain category with ready-made answers to the key questions such as “What is the best medicine for flu and cold?” or “What shoes to wear in fall?”. You should also place keywords in title tags and meta descriptions as well as ALT attributes to photos of products. This has a great influence on visibility in image search results.

3. In case of nearly any e-commerce business, you may think of creating a special offer dedicated to Black Friday and Cyber Monday. During that period, users are actively browsing the Internet trying to find the best bargains. In case you can offer attractive discounts to your customers, make sure you are well prepared for the sale period.

What can you do right now? First of all, you need to create a separate landing page with your special offer. Similarly to the seasonal categories, it should include content optimized for keywords, i.e. “Black Friday sales”, “best Black Friday deals”, “Black Friday deals online”, “Black Friday deals online”, “Black Friday shopping” (the same goes for a landing page dedicated to Cyber Monday). The main and all the other important pages in your online shop should have a link to the landing page to reinforce its SEO value and increase its chances of appearing higher in search engine results.

4. Before entering a new sales season, check your online shop in terms of technical SEO features. Pay attention to page loading speed; look through messages in Google Search Console and fix any possible errors; make sure your shop works as well for your mobile visitors as it does for your desktop users.

Back to School Bonus

Back to School, being a reference to the upcoming school year, is a good chance of increasing online sales for many e-commerce businesses. Shops selling stationery and other school supplies should be prepared well ahead of time to keep up with skyrocketed last-minute demand usually generated by parents. In August, there are some frequently asked questions when it comes to the Back to School period:

“Back to school” (search volume: 246 000)

“Back to school supplies” (search volume: 49 500)

“Back to school sales” (search volume: 90 500)

“Back to school shopping” (search volume: 27 100)

“Back to school deals” (search volume: 8 100)

How to Prepare an Ecommerce for Back to School?

1. Analyze the product offer available at your shop and pick products that fit into the Back to School theme. Of course, these will be school objects and accessories of all kinds as well as books that parents need to buy before a school year starts. Additionally, the Back to School category may include not only selling kids’ clothes, shoes, tracksuits, etc. but also interior design elements for kids’ bedrooms. The latter is essential for the kids who are about to start their school adventure as their parents need to reorganize their bedrooms to create a study area.
   
2. Once the products are chosen, it’s about time to do a thorough keyword research. Besides the ones mentioned above, it is worth optimizing every category and even product by adding words that are now used more frequently comparing to other seasons, e.g. “girls school shoes”, “kids lunch boxes”, “study desk for kids”, etc. Such phrases should be taken into consideration in metadata, category or product headlines as well as in descriptions.
   
3. If the quick creation of a landing page dedicated to the Back to School offer is technologically possible, you should do it right away. Apart from the content that includes the above-mentioned basic phrases related to the Back to School period, consider adding some guidance materials that will come in handy for parents when they try to choose the right products. Here are some suggestions:

“How to choose a school bag for a girl”
“How to organize a study space for a child”
“X school accessories that you should buy for your kid”

Such guidance notes do not have to be very detailed, yet they should be relevant enough to answer users’ key questions. There certainly could be links to product offers but stick to the advice format as added-value benefits for readers should be essential when creating this type of content.

Boost for your Ecommerce in Fall

I am sure that the above tips will empower organic traffic on your e-commerce – whether you aim at back to school or other fall occasions. Remember that the preparations should be consistent with the marketing activities if you plan them. Then you can be sure that your shop is ready for the upcoming months. If you want to learn how to use the potential of SEO even more or check if your e-commerce is fall-ready let us know. We will be happy to share insights with you.

The post Fall 2020 Seasonality Trends in SEO + Back to School Bonus appeared first on insightland.

What is Google My Business?

Google My Business is a tool for businesses and organizations that enables to manage online visibility in Google Search and Maps. For your customers, it can be a source of the most up-to-date information about your business. It also lets them review your products or services that may additionally increase the attractiveness of the business. For your company, it is a possibility to tell your story, engage and attract new clients. Additionally, it gives better results if you optimize it taking into account your SEO keywords.

Important note

To create an account, your store has to have an offline location. Businesses that operate exclusively online cannot create GMB accounts.

What Information to Add in Google My Business?

As your GMB account is at the same time a signpost and business card of your company, it has to include relevant and updated information. Some of the basic elements you can add to include:

• Business name 
• Business Categories
• Service Area Details 
• Operating Hours
• Phone Number
• Website Link
• Logo and Images
• Business Address
• Posts with Offers and Updates

Which Features of Google My Business are Now Removed or Delayed?

All changes in Google My Business are reviewed by Google’s team which is currently limited as they prioritize critical health-related businesses. That’s why, due to the pandemic, Google restricted the ability to add and edit some of the GMB elements. 

Companies not related to health sector can expect a delay in accepting changes such as business information (special hours, temporary closures, business descriptions), new listings, claims etc. What’s more, Google temporarily will not be publishing any new reviews, reviews’ replies or Q&As. 

Remember to use “special hours” mark if your business has changed working hours during this period. If your company is shut down for more than two weeks you can select “temporarily closed”.

How to Make Google My Business Rank Higher?

Google My Business may be a great addition to an SEO strategy. Improving the account increases the possibility that your business will appear in Local Pack – a section of free Google’s search result responding to users’ queries or in Google Maps. There are some key steps to make it possible, such as:

• Verifying your business, 
• Picking the most relevant categories to your business,
• Filling out the profile completely, 
• Posting accurate and up to date information, 
• Asking for reviews, manage and respond to them (temporarily you cannot add or respond to reviews),
• Writing and updating posts on GMB.

Additionally, you can optimize a GMB account for keyword phrases that refer to your offering and are relevant to your clients.

Google My Business as an Online support

Now, you know what Google My Business is, what kind of information you can add, even during the restriction period, and what are the basic SEO steps to make it rank higher. 

Remember to carefully think through what to post on your account so it can be easily found by users and catch their attention. And of course, keep in mind that optimization is a key to make it succeed. If you have questions about GMB optimization, feel free to contact us.

The post Google My Business and SEO – What Should You Know About it? appeared first on insightland.

As SEO is still a relevantly new industry, not everyone understands how it works and what SEO jobs look like on a daily basis. Let’s face these stereotypes and misconceptions together and refute all the SEO myths!

SEO – What Is It in Fact?

SEO stands for Search Engine Optimization, and when you know what a search engine is, you probably understand what SEO experts do. If you do not associate search engine with Google, Yahoo or Seznam, then you can have trouble comprehending what SEO work is. We have encountered many various misconceptions regarding our SEO work, so let’s laugh at them together!

I work as an SEO specialist.

What company are you the CEO of?

Expectations & Misconceptions about Working in SEO

Then there are different expectations that come with the job – what our family and friends think we do, what we think we do and what we really do. We have asked our friend not related to SEO or the digital marketing industry, and he said that SEO is website optimization so it ranks higher. Well, this is partially true, so we are partially satisfied.

Yeah, there are many different misconceptions about our SEO work…

We actually asked our moms what we do, and their answers were stunning! They think that:

• We do something on the internet
• We advertise companies on the internet
• Something on the internet, but she was not sure what.

What Does an SEO Specialist Do?

As there are many different SEO aspects this can vary a bit.

When we asked our other family members what we do as SEO specialists, their answers were:

• You look after websites so more people can visit them (our SEO specialist’s sister)
• I don’t know, marketing, content, ads, something like that (our SEO specialist’s aunt)
• Something on the internet (our SEO specialist’s friend)
• You take care of improving statistics (our SEO specialist’s other friend).

What Does SEO Analyst Do?

And what does our analyst do? According to his relatives and friends, he:

• Makes ads, I saw several of them (daughter)
• Calculates some metrics, makes charts, makes sure that the clients are happy (wife)
• Optimizes a card’s conversion, checks the quality of the traffic per channel, reports quantity and quality metrics (friend from the industry).

What Does a Typical Day of an SEO Copywriter Look Like?

What people think our SEO copywriter does? Let’s see!

• “A copywriter sits in a comfortable chair in front of their laptop and writes, writes, writes. But in order to write something wise and meaningful, they must first find the right information in virtual reality, verify it and write it as if they know everything about the subject” (our SEO copywriters mom)
• “Checks copyrights to articles” (friend)
• “You correct the commas and spelling in articles and books” (another friend).

What Our Clients Think We Do as SEO Experts?

We also encounter some misunderstandings about our work with our clients…

Sometimes this is really surprising…

Unfortunately, there are also many misconceptions regarding the price of SEO work…

Or with tight deadlines that are impossible to meet

SEO – the Great Sea of the Unknown

As you can see, for an average man on the street, SEO is not very obvious. But we are always happy to show what SEO work looks like, and what we do on a daily basis! That is why we always explain what we do to our clients, what we start our SEO work for them. We describe why technical SEO audits are important, what they will see in the SEO reports we send them monthly. This is difficult sometimes, but the more everyone knows, the easier the cooperation is!

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