SEO and Content Gap Analysis that Increased Sales of Children’s Shoes

In this case, we first conducted a thorough analysis of the competition, discovering a significant space for improvement, and ideas for developing the bartek.com.pl website began to take shape in our minds.

In the following case study, we will present how the new, carefully customized website structure, along with additional content, contributed to the marketing success of bartek.com.pl.

In this context, a key role was played by the optimization and improvement of the existing content. According to our Insightologists, the content should be expert-level in nature. This is all to not only attract valuable traffic, but above all to meet the specific needs and questions of users. In our view, it is equally important to ensure that parents feel their source of information is reliable and can form the basis for making specific purchasing decisions that could impact the health of their children.

details

How does today’s customer differ from the one from three decades ago?

BARTEK has been in the market for almost 35 years. For a children’s shoe manufacturer, this is long enough for both the company and its customers to change significantly. How does today’s customer differ from the one from three decades ago? First, they are much more aware, especially when it comes to their child’s health, the origin of the desired product, and its quality. Consequently, the language they use is much more precise, and the way they navigate the market in search of new products differs significantly from that of 30 years ago. Importantly, the competition is also fully aware of these changes.

Into consumer’s mind

The previous strategy of the website was based on phrases such as “girls’ shoes” or “boys’ shoes.” This approach limited the ability to build the image of an expert in the field, which today’s parent expects. At this stage, we already knew that the phrases consumers use are much more specific, and the competition includes specific terms in their strategies, such as “prophylactic shoes for girls.”

The Content Gap

The Content Gap Analysis revealed a significant shortage of content compared to competitors’ websites and the need to integrate long-tail phrases such as “orthopedic shoes for children.” This allowed us to identify gaps in topics crucial to our client, which are important both from the perspective of the parent and Google’s search engine. We decided to expand the bartek.com.pl website.

Attention needed to be focused on expanding the content, which would not be limited solely to universal segments like “for girls” or “for boys,” but also on content aimed at parents looking for specific, high-quality products for their children, directly addressed by the existing offer of bartek.com.pl.

4 steps

The optimisation of the structure

After conducting a detailed analysis and identifying direct competitors, which include brands like Eobuwie, Bosa Stopka, and Buty dla Malucha, it was time to highlight the differences between the bartek.com.pl website and its rivals.

However, these categories remained inactive in the structure, resulting in a lack of indexing by Google and exclusion from the sitemap.

We then decided to optimize the structure to ensure the indexing of key website categories along with appropriate filters, such as “autumn children’s shoes.”

We optimized internal linking and updated the website’s sitemap.xml file with the aforementioned categories, which increased the visibility of the offer to Google’s algorithms.

The content with carefully selected keywords

The next step was to prepare content with carefully selected keywords, relevant to the website’s structure and new categories. This phase included:

• Expanding and reviving the blog section with high-value content that addresses parents’ common questions and needs, while also promoting the brand’s philosophy.
• We focused on intensive content optimization for children’s, unisex, and parent-targeted phrases;
• Continuing to expand visibility for boys’ and girls’ specific phrases, highlighting key features of BARTEK shoes, such as design and quality;
• Building the brand’s image as an expert in children’s footwear by emphasizing its experience and specialization in creating prophylactic shoes for children;

This element included:

• Using expert opinions in blog posts to provide users with insights in a given thematic area, thereby reinforcing the authority of specialists and designers involved in the BARTEK footwear creation process;
• Applying the concept of thematic silos for blog content;
• Developing content plans based on the concept of thematic silos. We designed a content strategy centered on thematic silos, which allowed for better organization of content and facilitated its indexing by search engines, enhancing the attractiveness of the site from a user perspective.

Strategic SEO and content optimization

Terminology used in a case study

Content Gap Analysis (pl. analysis of content gaps) in the context of SEO and keywords involves identifying gaps in the existing content of a website that prevent it from fully utilizing its potential in search engine rankings. In practice, this means detecting areas where the website could provide more valuable, relevant, or complete information to better respond to user queries and thereby improve its position in search results.

Long-tail phrase (pl. frazy długiego ogona) refers to keyword phrases, or even entire sentences, consisting of several words that are usually less popular than generic (shorter, broader) phrases.

Site map (pl. mapa strony) is a file that provides search engines with information about the structure of a website. It helps them understand how the website is organized and allows for faster and more effective indexing of its content.

Indexing is the process by which search engines analyze the content of websites and create a table of contents, or an index. The index contains information about individual pages, such as keywords, links, headers, or content.

SEO silos refer to the concept of thematically grouping content on a website. A silo can be, for example, a category in an online store that contains a specific group of products along with one or several levels of subcategories that group them in more detail.