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)