Boosting Website Visibility

What Influences Keyword Intent?

Changing Needs

• Current Events: Major events such as elections, pandemics, movie premieres, or sports events influence the popularity of specific phrases. During the COVID-19 pandemic, interest significantly increased for phrases related to health, safety, and remote work.
• New Products and Technologies: The launch of new products, such as a new smartphone model, leads to a surge in queries about these innovations. Users are curious about specifications, reviews, and stores.

Google Algorithm Updates 

Google regularly updates its algorithms, which affects how search results are interpreted and displayed. These changes can significantly impact keyword intent.

Seasonality 

Depending on the time of year, holidays, or other seasonal events, the popularity of certain phrases rises. For example, in winter, there’s an increase in queries about heaters, Christmas gifts, or winter clothing.

How Often Does Google Update Its Algorithm? 

Google makes minor algorithm updates as often as nine times a day. These small adjustments aim to improve search result quality but may also influence which phrases are more prominently promoted. Key changes, known as Core Updates, occur up to several times a year.

Is There a Universal Way to Counteract a Declining Trend for a Website?

Unfortunately, no. Every website operates uniquely, so an individualized approach to each challenge is crucial. According to our specialists, the best results are achieved by taking a holistic view of the website—treating it as an organism made up of smaller parts that need to work together.

Each element focuses on a different area of activity, but thanks to regularly updated knowledge, we ensure they work in harmony.

Action plan

Project Details

For the Medicine brand, we created new content optimized for phrases with appropriate user intent, paired with a well-prepared internal linking strategy. We also organized the site structure to address duplicate content and content cannibalization issues. These actions helped us break the downward trend and achieve near-record levels of visibility, keeping the brand among the top positions for key phrases and driving significant organic traffic.

Now, step-by-step, here’s what we accomplished:

Technical Actions

Conducting the right technical measures is the foundation of effective website management, especially when facing visibility challenges and duplication issues. Search engine algorithms are becoming increasingly sophisticated, so any technical error can lead to severe consequences, like losing search ranking positions or a decrease in organic traffic. Therefore, it is crucial to respond to these signals with precision and accuracy.

Duplication:

Duplicate content on a website can lead to indexing difficulties, negatively affect search engine rankings, and confuse users. Duplication issues often stem from repeated or very similar content across different pages on the site.

Actions Taken:

1. Removing Duplicates of Product Pages Created by URL Parameters:
   Example URL with parameter: https://wearmedicine.com/p/t-shirt-bawelniany-meski-iron-maiden-czarny-1017730?page=2
   
   We set a canonical tag on the product. Google generally respects these directives, and the duplication issue was thereby eliminated.
2. Removing and Redirecting Duplicate Category Pages:
   First, the Insightland team conducted a detailed analysis of all subpages within a given category, identifying duplicates—those with similar or identical content that targeted the same keywords. To avoid conflicts and preserve SEO value, we proceeded to remove unnecessary duplicates. For each removed subpage, a 301 redirect was created to the most relevant page in the category with the highest potential to capture traffic.
   
3. Organizing the Indexing of New URLs Caused by an Incorrect Sidebar Linking Mechanism:
   In certain categories, the sidebar contained links to new, incorrectly generated URLs, creating duplicate pages. This issue was resolved by setting the appropriate canonical tag.
   Example of incorrect URL: https://wearmedicine.com/s/sukienki-na-zime/ona/odziez
   The canonical tag was directed to: https://wearmedicine.com/s/sukienki-na-zime

Strengthening Topical Authority

A key component of building topical authority is the proper internal linking within the website. Topic clusters are groups of closely related web pages, linked in a way that reinforces the authority of a specific topic. This process was executed in the following stages:

Content & Link Building

Optimization of Category Descriptions

We focused on optimizing existing content to better align with current search queries. Newly developed materials were crafted to adapt to users’ evolving needs.

Step-by-Step Approach:

• Content Analysis on Category Pages
• Selection of Categories Optimized for Phrases with Different Intents: Intent can change over time.
• Keyword Research for Specific Categories Considering Current User Intent
• Rewriting Content on Category Pages by De-optimizing for Keywords with Different Intents
• Creating New Content Where Existing Descriptions Were Ineffective or Couldn’t Be Optimized
• Incorporating Keywords with Identical Intent into De-optimized Content

Color Filter Optimization

Category pages with color filters were enhanced with optimized content that not only increased their visibility in search results but also better matched specific user intents. Each page was aligned with color-related keywords, allowing precise matching with search queries. For example, pages like “women’s black blouses” or “women’s white blouses” were filled with content describing the products and referencing current trends, styling ideas, and practical advice on wearing clothing in specific colors.

Updating Meta Data

Based on competitive analysis, we optimized meta titles and meta descriptions to not only address user intent but also stand out in search results, increasing appeal for potential visitors.

Fresh Approach to FAQ

We started implementing FAQ sections using Schema.org for FAQ, allowing better comprehension and indexing by Google.

Blog Section Optimization

In the blog section, our focus was on:

• Optimizing Existing Blog Posts to better align with current queries based on evolving user intent.
• Creating New Articles in Thematic Clusters, primarily focusing on seasonal keywords.

Example of Changing Intent:

One observation was that users increasingly expect more detailed and precise answers to their queries. Instead of general articles, they prefer content that meets their specific needs and interests directly.

For instance, the article Total Look: Create a Fashionable Outfit in One Color was optimized for phrases like “monochromatic style” and “total look.” Currently, both phrases indicate that users seek more specific results for each query, so the website should feature two separate articles—one for “total look” and another for “monochromatic style.”

The article was de-optimized for “monochromatic style” and re-optimized for the phrase “total look.”

Overcoming a declining trend in website visibility amid changing keyword intents is no easy feat, but it is possible with the right strategy, good communication, and mutual understanding. The changes introduced by our specialists on wearmedicine.com demonstrate the effectiveness of well-thought-out actions that improve visibility. 

Success comes quickly when both the client and our team are determined, well-organized, and working in close cooperation toward shared goals.
The comprehensive SEO strategy, which included technical, content, and link-building actions, combined with seamless collaboration and open communication between the teams, achieved remarkable results.

No one-size-fits-all solution will always yield satisfactory results for every website, but a strong partnership and a tailor-made plan built on trust and collaboration will undoubtedly pay off—as evidenced by the outstanding outcomes in the case of wearmedicine.com.

• Canonical Tag: An HTML element used to indicate to search engines which version of a URL is considered the original or main one, especially when duplicate content appears on different pages. With the canonical tag, site owners can control which page should be indexed and shown in search results, preventing SEO value from being diluted across duplicate pages.
• 301 Redirect: A permanent redirect from one URL to another, designed to retain link power and search engine ranking. This redirection is crucial when changing site structure or migrating to a new URL to avoid losing traffic and visibility.
• Sidebar: A user interface element, usually displayed as a vertical bar on one side of the screen. It provides additional navigation space, often including links to menus or other site sections.
• Duplicate Content: In SEO, this refers to the presence of identical or very similar content on more than one web page. This can dilute SEO value, as search engines may struggle to determine which version should rank higher.
• Topical Authority: The position of being recognized as an expert in a specific field or topic, achieved by consistently delivering valuable and credible content that is recognized as authoritative by both users and search engine algorithms.
• FAQ Section: A part of a website that compiles answers to frequently asked questions about a particular topic, product, or service.
• Schema.org: A standard for structuring data on websites, allowing search engines to better understand site content.