From success to insights – November 2024

Introduction

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.