seo strategy plan
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SEO STRATEGY PLAN By Adam Kennedy-Ripon
Student Number: 1765446 27 June 2016
SEO Strategy Plan
Primary objectives:
1. Increase organic traffic for https://www.juzlova.cz/
2. To drive traffic to the specified content on juzlova.cz using specific keywords
3. Generate leads and sales with organic traffic
4. Integrate international targeting (Hreflang): Czech Republic - Czech
5. Mobile friendly: Responsive site
6. Obtain top ranking for all products’ keywords
Secondary Objective:
1. To generate brand awareness for the Juzlova.cz brand and product range
2. Increase traffic to the website from the Social Media Page
3. Improve and/or expand existing website content (above 500 words per page)
4. White hat link building (relevant sites);
5. Leverage data to close performance gaps
6. Identify core audiences, research and benchmark keywords to target these groups (integrating
keywords into content).
6.1.1. Leveraging hotjar.com data in order to improve user experience, and reduce bounce
rate for organic and paid traffic (monitoring user screen recordings, heatmaps, and
A/B testing adjustments)
7. Increase Page authority
Domains:
http://www.juzlova.com (redirected to Juzlova.cz)
https://www.juzlova.cz (Encrypted site SSL)
Website intro:
Juzlova.cz is a small family owned business located in the Czech Republic. The website is completely
in Czech, and contains a localised Czech domain (cz) while also owning Juzlova.com (Dot com
domain). The company sells 6-products of traditional Czech food. The products are powdered
premixed foods – and instant food. Some of the products are GM and/or Gluten Free
The product is primarily sold via Business to Business, (B2B) and Person to Person (P2P) within a
limited geographic area.
Juzlova’s products are inexpensive when compared to their main competitors, i.e., supermarket. In
addition, the quality is better than their competitors. Some of the products are gluten free and can be
prepared within 5-10 minutes. As a result, the food is ideal for young busy professionals, young
couples with children or people that enjoy Czech food as a whole. Moreover, the products are popular
among restaurants, bakeries, and with the wider service sector in general; schools, hospitals,
government agencies that provide food to their employees.
Although the business is located in the Czech Republic, Juzlova.cz is limited to offering free delivery
locally, within the Vysočina region. Delivery costs are more expensive than the products, which
discourages customers to purchase the product. Moreover, free delivery is not possible for other cities
due to the high postal cost. As a result, there is no online e-commerce store and free delivery is
limited to Vysočina only. Please see map below for a visual:
The company relies on Google and Seznam PPC & Banner ads, in order to target people locally.
However, SEO plays a more significant role attracting the highest converting traffic, word-of-mouth,
product upselling and overall ROI.
According to Google Analytics (GA), the main traffic sources are as follows:
% of traffic Traffic Source
43.2 Organic
35.7% Display
12.8% Direct
5% referral
3.2% Paid traffic (PPC – Seznam & Google)
Germany
Austria
Slovakia
Poland
Source: Google Analytics - Friday, 11 March 2016 - 16:13:36
Existing and current website SEO Statistics:
These statistics were recorded on Friday, 11 March 2016 for the latter website. The following pages
are considered a priority for ranking, as they are direct e-commerce pages that lead directly to the
client’s products and thus KPIs, conversions.
The keywords are very competitive resulting to a high Cost-Per-Click (CPC) through paid online
advertising. In addition, the majority of websites offering recipes for the same product range rank
higher. As a result, those recipes occupy Googles Top Search Engine Results Page (SERP). As a
result, Juzlova.cz has created and published recipe content to compete for this traffic, and thus,
amplify brand visibility. Juzlova.cz aims to publish recipes on a monthly basis with fresh, creative and
engaging content.
The published recipes are expected to generate additional organic traffic leads, brand visibility and
backlinks (Increasing ranking factors). Moreover, in order to fully complete the recipe as described,
the potential customer needs to purchase the ingredients from juzlova.cz, leading to increased sales
leads and conversions. Additionally, allowing Juzlova.cz to compete effectively in order to rank its
products higher in the SERP.
Juzlova.cz will integrate micro data (Schema.org) in order to increase SERP recipe and product
visibility and traffic on the SERP – and will utilise Micro Data for all other aspects of the website, for
example, telephone, email, products, employee names, product reviews, opening and closing hours
(including special holiday hours) etc. From experience and testing, microdata is an excellent method
to increase organic traffic, and thus, magnifying the quality of the User Journey (UJ).
Existing SERP Ranking
Ahrefs domain rank: 7
Moz: 9
43%
36%
13%5%
3%
8%
Traffic Source
Organic Display Direct referral Paid traffic
The following metrics are displayed below. They illustrate the website subpage rankings (including
the landing page)
First page search engine rankings (1st position on google, including Google+ Map and
opening hours)
Subpage SERP ranking
Website Name: Juzlova
Rank Checker tool: serps.com
Search Engine:
o Google Encrypted Search (gRank)
o Google Search Czech Republic
o Seznam.cz - local Czech Search Engine, very popular.
o Google search: site:juzlova.cz (About 137 results)
Web page address’ below (URLs):
SERP Ranking (Source: Ahrefs.com)
URL Keywords (With Brand name) Rank http://www.juzlova.cz Jůzlová 1
https://www.juzlova.cz/ceny/ Jůzlová ceny 1
https://www.juzlova.cz/kontakt/ Jůzlová kontakt 1
https://www.juzlova.cz/bramborove_knedliky/ Jůzlová kdo jsme 1
https://www.juzlova.cz/vanilkovy_pudink Jůzlová Vanilkovy pudink 1
https://www.juzlova.cz/kdo_jsme/ Jůzlová Kdo jsme 1
https://www.juzlova.cz/sitemap/ Jůzlová sitemap 1
https://www.juzlova.cz/kakaovy_puding/ Jůzlová kakaovy puding 1
https://www.juzlova.cz/chlupate-knedliky/ Jůzlová Chlupaté knedlíky 1
https://www.juzlova.cz/vanilkovy-cukr Jůzlová Vanilkovy cukr 1
https://www.juzlova.cz/jirina-juzlova/ Jůzlová Jiřina Jůzlová 1
https://www.juzlova.cz/jiri-juzl/ Jůzlová Jiří Jůzl 1
https://www.juzlova.cz/slehackova-rolada-recept/ Jůzlová Slehackova rolada recept 4
https://www.juzlova.cz/kakao-holandskeho-typu/ Jůzlová kakao holandskeho typu 2
https://www.juzlova.cz/kde-nas-najdete/ Jůzlová kde nas najdete 1
https://www.juzlova.cz/adam-kennedy-ripon Jůzlová Adam Kennedy-Ripon 1
https://www.juzlova.cz/jirina-juzlova-praha/ Jůzlová Jiřina Jůzlová Praha 1
https://www.juzlova.cz/sisky-s-makem-recept/ Jůzlová sisky s makem recept 1
https://www.juzlova.cz/strapacky-se-zelim-a-slaninou-recept/ Jůzlová strapacky se zelim a slaninou recept 1
https://www.juzlova.cz/hruskovy-kolac-s-vanilkovym-pudinkem-recept/ Jůzlová hruskovy kolac s vanilkovym pudinkem recept 1
https://www.juzlova.cz/podle-lucie-kuzelovebebe-rezy-s-cokoladovym-pudingem/ Jůzlová podle lucie kuzelovebebe rezy s cokoladovym pudingem 1
URL Keywords (Without Brand name) Google
Rank
http://www.juzlova.cz Jůzlová 1
https://www.juzlova.cz/bramborove_knedliky/ Bramborove knedliky 37
https://www.juzlova.cz/vanilkovy_pudink Vanilkovy pudink 24
https://www.juzlova.cz/kakaovy_puding/ kakaovy puding 14
https://www.juzlova.cz/chlupate-knedliky/ Chlupaté knedlíky 37
https://www.juzlova.cz/vanilkovy-cukr Vanilkovy cukr 62
https://www.juzlova.cz/jirina-juzlova/ Jiřina Jůzlová 1
https://www.juzlova.cz/jiri-juzl/ Jiří Jůzl 4
https://www.juzlova.cz/slehackova-rolada-recept/ Slehackova rolada recept 18
https://www.juzlova.cz/kakao-holandskeho-typu/ Kakao holandskeho typu 13
https://www.juzlova.cz/adam-kennedy-ripon Adam Kennedy-Ripon 2
https://www.juzlova.cz/jirina-juzlova-praha/ Jiřina Jůzlová Praha 1
https://www.juzlova.cz/sisky-s-makem-recept/ Sisky s makem recept 14
https://www.juzlova.cz/strapacky-se-zelim-a-slaninou-recept/ strapacky se zelim a slaninou recept 5
https://www.juzlova.cz/hruskovy-kolac-s-vanilkovym-pudinkem-recept/ hruskovy kolac s vanilkovym pudinkem recept 1
https://www.juzlova.cz/podle-lucie-kuzelovebebe-rezy-s-cokoladovym-pudingem/ kuzelovebebe rezy s cokoladovym pudingem 1
(Source: Ahrefs site rank, June 2016)
MOZ Domain / Page rank
(Source: Moz site rank: recorded on the 27, June, 2016)
To view the rest of the data, click on this link and download the Moz tool bar
https://www.google.cz/#safe=off&q=site:juzlova.cz
Please see screenshot of search position of landing page using an encrypted search with a
non-Goggle account.
Please also note the implantation of micro data (Schema.org) below for increasing user
experience and contact visibility:
Main SEO keywords:
As listed above the most pivotal pages are the product pages, as these generate sales leads and
conversions.
o Jůzlová o Potravinářské Směsi
o Vanilkový puding,
o Vanilkový cukr,
o Kakaový puding,
o Kakao Holandského Typu,
o Bramborové knedlíky,
o Chlupaté knedlíky
o Karlovarský knedlík
Number of incoming internal links: 25 (See detailed internal linking below)
All relevant keywords are used in the link anchors (please see table below).
# Link's URL Link's anchor text
1 https://www.juzlova.cz/brambor ... bramborové knedlíky
2 https://www.juzlova.cz/sitemap ... jůzlová sitemap
3 https://www.juzlova.cz jůzlová.cz — potravinárské smesi
4 https://www.juzlova.cz/kdo_jsm ... kdo jsme
# Link's URL Link's anchor text
5 https://www.juzlova.cz/kde-nas ... dodání zboží
6 https://www.juzlova.cz/chlupat ... chlupaté knedlíky
7 https://www.juzlova.cz/kakaovy ... kakaový puding
8 https://www.juzlova.cz/kakao-h ... kakao holandského typu
9 https://www.juzlova.cz/vanilko ... vanilkový cukr
10 https://www.juzlova.cz/vanilko ... vanilkový puding bez lepku
11 https://www.juzlova.cz/brambor ... bramborové knedlíky
12 https://www.juzlova.cz/sisky-s ... Šišky s mákem
13 https://www.juzlova.cz/hruskov ... hruškový koláč s vanilkovým pudinkem recept
14 https://www.juzlova.cz/strapac ... strapačky se zelím a slaninou recept
15 https://www.juzlova.cz/podle-l ... bebe řezy s čokoládovým pudingem
16 https://www.juzlova.cz/slehack ... Šlehačková roláda recept
17 https://www.juzlova.cz/domaci- ... domácí perník
18 https://www.juzlova.cz/ceny/ ceny
19 https://www.juzlova.cz/kontakt ... kontakt
20 https://www.juzlova.cz/jirina- ... jiřina jůzlová
21 https://www.juzlova.cz/jiri-ju ... jiří jůzl
22 https://www.juzlova.cz/jirina- ... jiřina jůzlová – praha
23 https://www.juzlova.cz/adam-ke ... adam kennedy ripon
24 https://www.juzlova.cz/kde-nas ... potravinářské směsi doručení zboží na vysočině zdarma
25 https://www.juzlova.cz/author/ ... adam.ripon2@mail.dcu.ie
(Source 1: http://www.seochat.com/seo-tools/site-link-analyzer/ | (Source 2: http://www.linkvendor.com/seo-tools/outbound-links.html | http://www.searchenginegenie.com/tools/chkOutboundLinks.html )
(Source: Majestic.com June 2016)
External Back Links: 187
Page Rank 24/100
Domain Authority 9/100
Total links to site: 749
(Source: Google Webmaster - Friday, 11 March 2016 - 5:00 PM CET)
Target Search Engine:
1. *Google.cz
2. *Google
3. *Bing
4. *Seznam.cz (very popular search engine in the Czech Republic)
5. Google+ Search
6. Facebook Search
7. YouTube Search
8. Yahoo
Search Score
According to Majestic.com, the Search Score is reasonable. The overall score is levitated as a direct
result to the existing backlinks. The majority of these links originate from Seznam’s Business enquiry
directory (Firmy.cz), social media; Facebook and Google+, Google My Business, and other sources.
We aim to improve the latter metrics, whilst also improving the lower scoring metrics illustrated in
the graph below: Search Score, Score in Anchor, score in URL etc.
(Source: Majestic.com - Friday, 11 March 2016- 5:26 PM CET)
Budget: (Per calendar month)
Duration: 1 year
Action Estimated cost
Increased server response speed €100
Website improvement, including design, €50
Video asset creation €500
Improve User Experience and Journey (AB) €100
White Hat link building €100
Meta audit and improvement €100
Extend webpage content (over 500 words) €500
TOTAL €1950.00
Results Timeline:
After implementation of the SEO plan, there will be a delay of approx. 1-month before seeing
the results reflected across all Search Engines. All pages will be manually re-indexed with
Google and Bing Search Console (Webmaster tools)
The keyword rankings should continue to improve as the strategic inbound links age, and the
SEO implementations have been indexed. On average, the optimum effect from the on-site &
off-site SEO effort will be experienced in approximately 22 weeks before any changes can be
fully measured.
Launch Date:
The estimated re-launch date is August 2016. As the summer months are quite for online
engagement. The products tend to sell better during the winter months and spring (October to
May.
Keyword Research and Analysis:
Keyword research will target 3-stages of the user buying cycle. We will research keywords
for users in the initial research stages, Price and product comparison stage and the intent to
buy stage. We will carefully examine and bench mark these keywords and combine some
where necessary to increase search volume. Competitors’ keywords will also be reviewed
directly from their source code and with Majestic.com
0
20
40
60
80
100
120
140
160
180
200
Juzlova.cz
Keyword research and Analysis
Keywords: we will concentrate on optimizing keyword and keyword phrases with low competition
and a higher search volume. Some of these keywords will also be used for PPC.
The keywords have been searched using Google Adwords, however I do use my own custom
developed tool too, alongside Google AdWords: http://acgoogle.yaplik.cz/ that includes keywords
Google neglects to display.
Keyword Monthly Search Volume Competition
tvarohové knedlíky 6,600 Low
karlovarský knedlík 5,400 Low
Kynuté knedlíky 4,400 Low
houskový knedlík 3,600 Low
Chlupaté knedlíky 2,900 Low
bramborový knedlík 2,900 Low
knedlik 1,900 Low
Bezlepkové knedlíky 320 Low
knedlíky v prášku 10 Low
Pudinkový krém 1000 Low Pudink 1000 Low
Čokoládový krém 880 Low
Keyword phrase (3 words+) Competition
Práškové houskové knedlíky Low
Bramborové knedlíky v prášku Low
Houskové knedlíky v prášku Low
Houskové knedlíky z prášku Low
Bramborové knedlíky z prášku Low
Práškové bramborové knedlíky Low
All of the above keywords appear in the corresponding product pages.
Please note that the keywords above are visible in all the Meta tags, boldface text, headings,
links and alt tags, image file naming etc.
Analysed Competition Keywords
Top 6 Competitors
1. Omáčka (Main competitor)
2. Vitana
3. Babiččiny
4. Dobroty babičky
5. Amylon
6. Labeta
Competitor keywords
Keyword Monthly Searches Competition
houskový knedlík 3600 0.03
bramborový knedlík 2900 0.03
kynuté knedlíky 4400 0.11
houbová omáčka 2900 0.08
tvarohové knedlíky 6600 0.09
houskové knedlíky 1300 0.11
ovocné knedlíky 1600 0.12
houskovy knedlik 590 0.04
bramborovy knedlik 880 0.11
houskove knedliky 260 0.06
kynuté ovocné knedlíky 1000 0.07
meruňkové knedlíky 720 0.24
špekové knedlíky 1300 0.07
jahodové knedlíky 1300 0.09
kynute knedliky 480 0.18
hrnkové knedlíky 590 0.05
hrníčkové knedlíky 480 0.04
ovocné kynuté knedlíky 480 0.07
omáčky 3600 0.07
knedlíky 1900 0.12
ovocne knedliky 320 0.1
plněné bramborové knedlíky 880 0.07
domácí houskový knedlík 320 0.01
kynutý houskový knedlík 210 0.07
tvarohove knedliky 880 0.05
hrnec na knedlíky 50 0.56
domaci knedlik 140 0.06
bramborové těsto 480 0.01
plněné brambory 1000 0.06
švestková omáčka 1000 0.13
knedlík bramborový 40 0.07
(Our search ranking vs. our main competitor: ‘’www.omacka.cz’’)
Success Metrics:
Successful increase in website traffic to http://www.juzlova.cz
Organic traffic benchmarking. / The graph below benchmarks organic traffic from:
01/Jan/2015 to 31/May/2015 with the same dates for 2016, 01/Jan/2016 to 31/May/2016.
The chart below measures both desktop and mobile traffic increases.
As you can see, desktop traffic increased by 83.26% and mobile traffic increased by 49.53%.
Overall there was a significant increase in organic traffic due to a successful SEO strategy
across multiple touch-points. Please see Google Analytics (GA) data below for more detailed
insights.
Please see a custom chart below using the same data for better clarity, as the image screenshot is
limited within the word document:
(Source: Google analytics 2016
0
500
1000
1500
2000
2500
3000
DESKTOP 2015 DESKTOP 2016 MOBILE 2015 MOBILE 2016
1409
2916
146
742
Organic Traffic - Benchmarking2015 vs. 2016
Desktop
Page load speed also increased from 2015 to 2016: The Average page load time was
reduced by 11.37% increasing the user experience and thus, overall ranking (According to
Google guidelines)
We successfully increased the conversion rate to 9.1% for online purchases. We implemented
tagging to track user’s engagement with specific pages and/or users journey via specific linked pages.
This represents sales via our Call to Action (CTA) (i.e., Telephone Order to purchase goods)
(Data source: HotJar)
However, we need to improve the metrics for users visiting completing the online contact form. Its
currently only at 1.3%. We have included this as a Key Performance Indicator (KPI) and aim to
increase this to 7%, in order to do this, we will implement new page wireframes, implement A/B
testing (ABT) and record users’ on-page behaviour (UB). We will also utilise heat maps to see where
organic traffic flows (Funnels) throughout the website and subpages. Feel free to watch how we
collect and leverage user behaviour data for Organic traffic:
(http://insights.hotjar.com/p?site=162239&recording=218700899&token=aac4fca0adeeab8d5ab5ef0b
e57c31e5)
Appendix
User Journey (UJ)
Search Quality (SQ)
Search Engine Results Page (SERP)
Search Engine Optimization (SEO)
Business to Business(B2B)
Person to Person (P2P)
Return on Investment (ROI)
Pay Per Click(PPC)
Cost Per Click (CPC)
Transport Layer Security (TLS)
Secure Sockets Layer (SSL)
User Experience (UB)
A/B Testing (ABT)
Key Performance Indicators (KPI)
Google Analytics (GA)
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