CHALLENGE: VISIBILITY IN THE TARGET.
In the past, posts were published in the blog from time to time – very rarely. The designation “blog” was therefore basically not really correct. Also, the blog was not optimized for mobile devices. However, since more and more users are searching on mobile, the blog should also focus on user-friendliness on mobile devices. The goal was to create a responsive blog that is regularly filled with articles. These should have SEO relevance and thus enable schulranzen.net to expand its keyword set. In the long term, this should increase the SEO performance of the website. A modern design and logical structuring should make the blog more appealing to users and encourage them to read the articles.
„The subject area “school” offers so much more besides its products, such as school bags and school backpacks! Here there are also many topics with emotional components – school enrollment, bullying, parent-teacher conferences, etc. – which trigger search queries on Google. In the classic store it is hardly possible to do justice to these topics. Therefore, an extension in the store by a blog or magazine section is perfect to play these topics for the users and to increase the SEO visibility on Google also on such topics.“
Sahlmüller, SEO Expert
What are interesting topics?
In order to be able to identify the SEO potential for various topics, we conducted an extensive analysis with the goal of finding interesting and SEO-rentable topic potentials for the blog. In the process, the SERPs were scanned for many school topics. Existing magazines, blogs and guidebooks gave us an initial overview of the topic area “school”. Afterwards, topic clusters were formed. The topics were prioritized and sorted by seasonal relevance. An editorial plan was created with the goal of taking a post live every two weeks.
Keyword research and prioritization
In the second step, keywords were researched for the various topics. Here we worked with the Google Keyword Planner and Sistrix. Related search queries and Google Suggest were also a great help. Afterwards, we determined the average monthly search volumes for the keywords and prioritized the researched keywords. In the end, we had an SEO-relevant main and important secondary keywords for each topic. With a TF*IDF analysis, we enriched the keyword set with further relevance-increasing keywords in order to be able to write user-friendly and SEO-optimized content later on.
Content Creation & Linking
Based on the defined main and secondary keywords from the keyword research, SEO-optimized and user-friendly content was created for all relevant landing pages and integrated on the website.
From the content, additional internal links were set to suitable other blog topics. In this way, we were able to kill two birds with one stone: improving the keyword set and realizing additional ranking potential through SEO content and, at the same time, targeted distribution of link juice to relevant landing pages within the blog. In addition to continuous text, we also worked specifically – when appropriate – with tables and graphics to present the content as appealing as possible to the user. Appropriate images are also present in each of the blog posts. In addition, SEO-optimized meta data was stored for each blog post. We were able to achieve a further SEO boost through backlinks to selected blog articles. This has once again clearly shown in practice how important OffPage SEO is!
As more and more blog articles went live on the site over time, we decided to implement a dedicated blog navigation. Once the user is in the blog section, they will now find a navigation on the left side with different top and sub categories. This makes it easier for the user to navigate through different sections. Additionally, we managed to place more internal links this way. On the domain itself, the blog was internally linked above the main navigation and again on the homepage in the footer. The latest blog articles are also teased on the home page and thus receive additional link juice.
480% visibility increase
By regularly publishing SEO-relevant and -optimized blog articles on emotional topics around school, a huge increase in visibility could be achieved through SEO!
12.2% of domain visibility
Meanwhile, the blog accounts for 12.2% of the total domain visibility.
11 new position 1 rankings
Through the SEO-optimized content based on the topic and keyword research, many new top 10 rankings on Google could be achieved - including 11 times position 1 rankings for keywords with high search volume, e.g. "school enrollment ceremony", "bullying at school" or "parent-teacher conferences"!