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.

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.

Do you have multiple offers that characterize great similarity?

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

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

Insight

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

Bonus Insight

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

Does Google Discover bring new users?

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

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

Insight

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

When can I stop doing SEO? Never.

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

Lastly, we achieved:

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

Insight

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

Bonus Insight

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

How to use Google Discover to tailor strategy?

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

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

Key Actions:

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

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

Insight

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

How to know what is relevant for users?

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

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

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

Insight

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

Bonus insight

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

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

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

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

Insight

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

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

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

Insight

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

Contact

Our specialists

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

Anna Chwiłkowska

Operations Manager

anna.chwilkowska@insightland.org

Get in touch

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

Contact

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

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.

We are Insightland. We have insights for you.

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

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

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

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

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

Hego’s Milano DNA vs keywords

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

Creativity followed by implementation

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

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

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

It’s time to share a secret:

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

• Server errors
• 404 errors
• Duplications errors

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

Conclusion: a triumph beyond measure

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

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

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

The growing interest in ChatGPT coincided with the announcement of the tool itself. However, despite the decreasing trend in the middle of the year, it is still record-breaking.

As is well known, Google dominates the search engine market as the undisputed leader, while also offering an advanced ecosystem of tools such as Gmail and Google Sheets. Their strategy focuses on service integration, facilitating data management and collaboration. However, the recent months and innovations introduced by Microsoft to its software have sparked increased interest among users in Bing and its integrated AI chat, among other features.

The Google Trends chart for the last 12 months in Poland for the phrase “Bing czat”.

This also applies to Bard chat:

The Google Trends chart for the last 12 months in Poland for the phrase “Bard”.

It is important to note the differences in the application of a given tool. Currently, ChatGPT is more associated with automation and facilitating creative work. At the same time, Bard and Bing aim to revolutionize the way information is searched for and explored on the internet. We are talking about the so-called Conversational Mode – a way of acquiring information through specific queries from users via chat instead of the standard search engine.

In light of the presented charts and the growing interest, as well as the continuous work of OpenAI and Google on their models, the question arises: how will the increasing interest in AI and its capabilities translate into users’ purchasing processes, their information search, and the way they formulate queries?

Currently, search results in both Bing and Google are based on PPC ads and organic results, which we are all well familiar with.

The view of sponsored results for the phrase “mokasyny damskie” in Google.

The view of organic results for the phrase “mokasyny damskie” in Google.

The view of sponsored results for the phrase “mokasyny damskie” in Bing.

The view of organic results for the phrase “mokasyny damskie” in Bing.

Bing presents us with a relatively high position (2nd place) sections with thematic graphics, which additionally have the option to explore after further specification in Bing Shopping. Potentially, this could also increase the percentage of users utilizing Bing Shopping instead of Search.

However, considering the availability of AI chat in Bing, as well as the currently available beta version of Bard/Gemini, it’s worth thinking about the purchasing process that will evolve with these new features.

Bing, from the chat tab – currently not available by default in the search engine, only after clicking the “Chat” section – is capable of presenting product suggestions in text form with links to the relevant products/categories. Additionally, there are buttons available that make it easier for the user to refine their query, which are then converted into long-tail phrases/questions.

The view of the chat for the phrase “sandały damskie” in Bing.

Although Google currently lacks a similar option, the changes announced at the conference may shake up both the traffic previously obtained from phrases in positions 1-8. Currently, due to a series of available ads, usually 8 results are visible on the first page of search results. This could also impact the purchasing and decision-making process.

The view of the new SGE search results layout.

The view of the chat integrated into the new Google SGE search engine layout.

The new search results layout includes an AI section, right below the sponsored results carousel. This section provides essential information for the user about the searched phrase, available sources on the topic and recommended products (in the case of sales queries). Additionally, in the integrated Conversational Mode, unlike Bing, there will be a listing of products in a graphical form along with the stores where they are available, which in turn could potentially capture the user’s attention more effectively.

At the same time, it is important to note that despite searching for a fairly specific phrase, such as a bike suitable for a certain distance in mountainous terrain, the user receives mixed intent results – both informational and sales-related. This leads to the assumption that a site’s blog equipped with cross-selling and products containing links to related topic posts (in the form of thematic silos) might be what a potential customer is looking for. It is essential to remember that Google strongly emphasizes user needs.

Additionally, we are already observing changes in Google that are transforming this tool into a kind of e-commerce platform, for example, through the Shopping section and facade navigation.

The view of the Shopping section in Google for the phrase “mokasyny damskie” with facade navigation on the left side.

Moreover, in Google Search, we encounter product boxes, somewhat in the style of Google Shopping, which potentially shortens the purchasing path and attracts attention.

The view of product boxes in Google Search for the phrase “mokasyny damskie”.

On the other hand, using the experimental version of Bard in conversational mode, we already receive links to specific products (which is not available in Bing Chat). This also allows making a purchase based on the conversation held with the language model.

The view of a conversation with Bard/Gemini featuring suggestions of links to products.

The changes implemented by Bing and Google will primarily concern the way information is searched for. At this point, it’s worth considering another functionality that has revolutionized the practices of acquiring data from SERPs – namely Voice Search. In 2023 alone, 1 billion voice searches are conducted each month through mobile and voice-activated devices. Voice Search is one example of behavioral changes in data searching due to available technologies. Additionally, attention should be paid to Generation Z and every generation that follows. The way information is searched for by so-called Zoomers differs drastically from the way we, the millennials, or our parents, do it. For instance, TikTok is currently being used by Generation Z women to acquire information, not Google. Thus, a revolution in search results, as well as the way information is prepared and presented, is getting closer – the current internet and websites must be ready for young customers and their preferences.

Considering the planned changes in Google, as well as those already present in Bing, it is essential to primarily focus on the information contained within the site. This includes details concerning products, such as their descriptions, names, current prices, ratings, and reviews, as well as informational content available on, for example, a blog. Another issue is visual elements, the use of TikTok and Instagram, and video presentations to attract Generation Z customers. Providing users with comprehensive, attention-grabbing, target group-tailored, and visually appealing information, potentially essential during the purchasing process. It increases the chances of websites being featured in the new section of Google. Maintaining a current position in the e-commerce market is possible, whether using Google or TikTok.

Currently, Google dominates the online search engine market. However, it is crucial to continuously monitor the growing interest of users in Bing and TikTok, to properly adjust actions and ensure visibility for important keywords also on these platforms.

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