Success Case in SEO


Series of 5 articles on the latest planning conducted by B2B Digital Marketing!

The last case of success realized by the BsB Digital Marketing occurred in the fashion blog Leviting, we assumed the planning on May 18, 2012.


In this first article I will present the scenario found when we started the SEO campaign pointing out the paths followed for site optimization, which will be detailed throughout the week, the intention is to share with everyone how the agency has managed to make this campaign a case of success.




Initial Scenario:

The first step to starting the SEO work, to have a successful case, in an already existing site is to do analytics analysis to understand the scenario that the site is in, this will be more detailed in the next article.


The blog had on average 460 daily visits, with peaks on certain days, basically dependent on external events, such as other blogs and websites making references to overcome this mark, the average time spent on site was 01:23 min, as shown in the chart below:





Another point that must be presented in this case is the origin of the traffic found initially:




This was one of the points that we decided should be attacked immediately, even analyzing the visits in which analytics does not inform which keyword (yes, it is possible, it is for another post like!), The proportion of the keywords was the same.


The problem presented in this analysis was precisely the keywords that generated access.


"Kiwi", "Scarlet jonhansson cellulite", were responsible for most access via organic research. However, none of them were related to the blog niche, fashion, and worse, the average length of stay on the page was very low, 18 sec for kiwi and 14 sec for Scarlet jonhansson cellulite.


From this analysis, it was very clear to us at B2B Marketing Digital that if we wanted to make it a success case, the first strategy would be to do a keyword cleanup on the site, which will be further detailed in the next article.


Another point worth highlighting to present the initial scenario is the origin of traffic.





The problem presented was the great dependence of the reference traffic, considering that these numbers are well below the ideal of a healthy site that point to a ratio of at least 55% average of accesses through organic research.


Within the references other 2 problems:





The first was the dependence of facebook as a reference, the second and the main one, it was the second reference site, ueba, for those who do not know it, it is not a site focused on fashion and although it generates a lot of hits, on the page was low.


The third problem of references was the need to increase access through blogs and sites of the same niche (link building).


We also looked at the aspects on page, and noticed that the site did not have a SEO title with relevant keywords, both on the pages and on the home page.



Also there were no h1 tags, the meta description did not have keywords, the Blog did not have relevant keyword density, there were too many meta keywords (Google currently ignores Meta keywords, see post about "10 SEO Myths") and lastly excess of tags.


After doing the first analysis we raise the following problems to be corrected:


  • Time spent on the page
  • Keyword Suitability
  • Access via organic searches
  • Aspects On page

In the next articles during the week I will address how we attack each of the problems presented, the mistakes and correctness we had and what still needs to be done to complete the success case!


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About

In love with Digital Marketing, I do not consider myself a scholar, but rather a researcher in the internet world, I love technology and everything that involves it, I decided to work with digital marketing to be closer to technology.


Clean your keywords! Starting a Success Case in Website Optimization!


In the previous article I presented the initial framework of the Leviting site, we identified the most critical problems that were time spent on the site, reliance on referral traffic, aspects of on page seo and access via organic searches with keywords not related to the niche of the site in question , which is a fashion blog and this last issue was vital to working on the optimization of the site.


Website optimization is not only generating traffic, it is generating qualified traffic that can convert into sales later.

It's no use having a site have 1,000,000 monthly visits if these numbers do not convert into return on investment.


The purpose of Leviting Blog is to sell advertising space, also known as kitmedia. The focus is on fashion brands that might be interested in sponsoring the site.


To do this, increasing traffic through organic searches was fundamental, but also essential was to generate qualified access to, even increase the argument of selling the blog.


Below the scenario found:





These numbers refer to the organic searches, relative to the month prior to the beginning of the site optimization work, we noticed that the number of average hits was approximately 245 visits day.


Besides this number being low, another serious problem presented were the 3 keywords that generated the most access, "kiwi", "Scarlet Jonhanson Cellulite" and "Pregnant nude".


Obviously, none of these keywords were of interest to the blog or any partner who wanted to be one of the sponsors, so we decided to start optimizing the site by doing a real cleanup on the keywords.


For this, we work right in the early days of the SEO campaign, page titles, article titles, metadascripts, h1 tahs and keyword density.


We have optimized 30 previous articles after, of course, a keyword study for all 30 articles, we taught the blog owner how to use the Google keyword tool, and how to optimize each of these items. We also compiled a list, with the necessary optimization, of another 30 articles before the first 30 for the site owner to optimize.


The impact was immediate, the number of hits via organic searches fell sharply in the first week, mainly because we dropped the 3 main keywords already cited, from the search results.


After that, the most difficult thing was to calm the client who obviously was scared by the fall in the organic accesses rs!


However, we knew this would happen, it was within our site optimization planning.


We then focused on the term "how to use" supplemented by the accessories related to the post, we worked on the density of keywords related to the niche and the articles in question, such as "long skirt", "sneakers", "sneakers schutz" , "Legging pants", "shoe shutz", among others.


Examples of the focus were "how to wear long skirt", "how to wear a men's shirt," and keywords similar to these.


For this, the term "how to use" is now included in the tags of all posts, when possible in h1 and page title and of course in the overall density of the site.


After 20 days of work, the increase in accesses via organic research was already considerable, as shown in the figure below:





This image refers to 20 days and there is no 30 as previous, so the average number of hits went from 240 to 356 average hits after 30 days of the beginning of site optimization and SEO campaign, therefore, an increase of almost 50% in traffic via organic research.


We also faced at this point in site optimization the resistance of the keyword "kiwi" that insisted on being the most accessed, however maintaining a time of stay in the site very small and with a very large rejection rate, the solution found was to give nofollow and disindex the target article from Google searches, it was better to give up an article for a bigger cause.


However, at this time, we realized that not everything was flowers, new problems were presented and to continue increasing organic access was necessary to increase the time spent on the site and the number of pages visited.


In the next article, I'll cover how we have increased the time spent on the site and with that we have increased incredibly organic search hits!


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Most common mistakes in SEO


The work of site optimization can be ruined if the professional opts for techniques considered unethical by Google, in this article I will talk a little about what not to do in SEO.


Optimizing a website is not easy, it requires a lot of work and effort, however there are some techniques considered unethical by Google, the so-called Black hats, that can bring down your site in very little time.


In this article verse about them, if any person who thinks themselves as a professional SEO say they will apply them to your site, fire them immediately.




Cloacking:


A technique that aims to deceive the user, it clicks on the result of Google believing it to be one thing, however when it comes to the site is faced with something totally different.




Copy Content:


Do not copy content from other sites, especially if you do often, Google will find out and bring you down.




High keyword density:


A page with good keyword density should not have more than 5% of it inserted, if you do something like: "The best sweet pizza in the city, in the best environment of São Paulo to eat sweet pizza, enjoying the various flavors of pizza sweet we offer ". Notice that in less than 2 lines the term in italics has appeared three times, this may be considered spam by Google.




Too many keywords in the meta tag:


The same over keyword criterion in the previous paragraph applies to the meta tag. Think of the meta tag as a great opportunity to tell you the purpose of your site and just enter the desired keyword once.




Graphics and Scripts:


Graphics and Scripts make your site appealing, but texts within them can not be indexed, so use HTML instead of graphics and scripts.





Over optimization of images:


Lotting your site with images and tagging them with the same keyword will be considered spam.




Hide text or keywords:


In the early days of search engine optimization this technique was widely used, given the ease of applying it, it was enough to make a text having the font the same color of the background, that is, users could not see but the search engine yes, today Google quickly discovers and dives your site.




Do not use frames:


Frames make it difficult for search engines to navigate within your site.




Buying links:


Believe me, Google finds out! Usually these purchased links follow the same pattern of description that characterizes spam.




Link Buildings of low quality:


Distributing links only on low quality sites that do not have a good pagerank and low authority will certainly be detrimental to your site.




Distribute only a single link:


There is no point distributing a single type of link on several sites, it will probably be seen by the same person more than once and will not generate sharing and will still characterize an anti-natural distribution.




Excess plugins:


By placing plugins on your site, sharing is made easier, and other benefits also occur, but for some time now Google prioritizes site load speed as one of the ranking factors, and a site with lots of plugins usually takes a lot of time to load.




Ignore the news of SEO:


SEO changes all the time, not paying attention to Google updates, such as Panda and Penguin can throw your site in a position of disadvantage in Google's positioning, so stay alert and keep your site well positioned.