OVERVIEW OF PROJECT
Project : In-N-Out Topsoil
Business Type: Dirt, Sand, Screened & Unscreened Topsoil.
Business Objective: In-N-Out Topsoil provides screened and unscreened topsoil and sand for pick up at location or trucked, serves as a dump site and is also available for on-site screening projects, land development, detention ponds, land balancing and miscellaneous site work.
Immediate Challenge: Website traffic was very low, and we need to increase it organically through relevant and locally intent-based queries.
SEARCH INTENT IS THE NUMBER ONE RANKING FACTOR
At its Essence, Search Engines have one singular purpose: to serve the best possible result to a searcher’s query. In other words, satisfy every user’s search intent.
All Recent Google Updates have been developed to satisfy that end
Panda Update helped in getting rid of low quality duplicate content ranking in SERPs. All Recent Google Updates have been developed to satisfy that end.
Rank Brain was a step forward in Google to leverage AI to match the context and words in the query and rank relevant pages higher
BERT algorithm allowed google to deeply understand the context of search queries and answer billions of questions asked everyday
WHAT WE DID TO SATISFY SEARCHER'S INTENT
We Focused on the 3C’s of Search Intent
01
CONTENT
TYPE
02
CONTENT
FORMAT
03
ANGLE
TYPE
CONTENT TYPE
- BLOG POST
- PRODUCT PAGE
- CATEGORY PAGE
- SERVICE PAGE
- LANDING PAGE
As we can see, the informational keyword “efficient truck and equipment mi” is ranking in the 2nd position on the SERP.
CONTENT TYPE
- BLOG POST
- PRODUCT PAGE
- CATEGORY PAGE
- SERVICE PAGE
- LANDING PAGE
As we can see, the keyword “crushed concrete ann arbor mi” is ranking in the 5 th position on the SERP.
CONTENT FORMAT
"unscreened topsoil in michigan”
The keyword is successfully ranked in the 1st position on Google SERP and is classified as a commercial local intent based keyword.
CONTENT ANGLE
HERE THE CONTENT ANGLE IS:
The Service page is ranking for the
commercial keyword
"top soil delivery in michigan"
UPDATE WEB SITE CONTENT
Updated updating information taking into account the latest changes in the subject or niche
Adding graphic content; optimization of texts for new/missed requests
Update the date
OPTIMIZED USER EXPERIENCE
Google’s Page Experience algorithm will continue to increase the value of behavioral factors in 2022. From February 2022, the impact of indicators such as page loading speed, visitor data security, usability quality, and overall user experience will increase.
- 01. Core Web Vitals
- 02. Mobile Usability
- 03. Crawl Depth & Easy Website Navigation
01. Core Web Vitals
Observation
Based on the Google PSI Core Web Vitals analysis, the mobile score is 85, and the desktop score is 82. Both scores are fairly decent.
02. Mobile Usability
Core Web Vitals
The website is responsive and mobile friendly.
- The text on the page is easy to read.
- The viewport is set correctly.
03. Crawl Depth & Easy Website Navigation
Core Web Vitals
The website has a proper header navigation bar, and the crawl depth is under 3 clicks to the all-destination page, which ensures easy access and seamless navigation for users to find their desired destinations quickly.
OPTIMIZE FOR CORE WEB VITALS
- 01. Reduce Javascript execution
- 02. Implement lazy loading
- 03. Optimize and compress images
- 04. Provide proper dimensions for images and embeds
- 05. Improve server response time
IMPLEMENT A FLAT SITE STRUCTURE
SO WHAT HAPPENED TO THE CAMPAIGN AFTERWARDS?
GCS Improvement after implement strategy: (6 Months)
- Total Clicks have improved from 4 to 85.
- Total Impressions have improved from 225 to 6.64K
SO WHAT HAPPENED TO THE CAMPAIGN AFTERWARDS?
Backlinks Analysis
Importance: These are all individual external links to your site, which represents the second most important ranking factor in Google.
The current score stands at 236, as we can see from the attached screenshot.
Current Data
Previous Data
SO WHAT HAPPENED TO THE CAMPAIGN AFTERWARDS?
Referring Domain Analysis
Importance: This includes all unique external domains that are linking to your website.
The current score stands at 48, as we can see from the attached screenshot.
Current Data
Previous Data
SO WHAT HAPPENED TO THE CAMPAIGN AFTERWARDS?
Referring Ips Analysis
Importance: This score provides information about all the individual IPs used around the world to link to your site
The current Referring IPs score is 50, as we can see in the attach screenshot
Current Data
Previous Data
Latest Keyword Rankings by Position
