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Serrastore: SEO-oriented doors and windows

Early fall, a new client came to the studio. He offered us a big challenge: “hit and sink” a very competitive niche market – the doors and windows industry.

Client request

Create an informational portal about the door and window frames with a unique CTA (call-to-action) to convert people searching for new doors or windows and redirect them to the closest reliable shop.

Our Digital Strategy

We accepted the challenge and immediately started to plan our SEO strategy.

1. Study the online market and create a list of competing websites
2. Analyze each website to find its strengths and weaknesses
3. Understand the user’s needs
4. Create a list of the most relevant keywords
5. Using the previous list find and combine the keyword correlations, such as long-tail keywords and google suggestions
6. Create a specific SEO-oriented layout (fast, responsive, content first)
7. Create an original and custom editorial content while answering the user’s needs
8. Create appropriate lists and tables to aggregate data clearly
9. Find, buy or create an original image for each article
10. Go live
11. Conduct the data analysis
12. Improve all the things which can be upgraded

Competitor niche

First of all, we research the best competitors finding out what kind of the digital strategy they use to acquire a potential lead. In evaluating the competitors and categorizing them as good or bad examples, we should consider such factors as:

– organic volume traffic
– speed loading
– google index
– responsive and cross-browser test
– usability and overall user experience

Keywords setting

First, we established which basic needs the surfers are looking for. These were the questions about the quality, pricing, materials, energy performance, security, and locations. Later, we created a list of relative keywords combining correlated words, long-tail keywords, and Google suggestions.

Create useful content file

We selected and merged the most common questions to create original and unique content. The goal was trying to answer the users’ needs as accurately as possible.

Set up the SEO-oriented wireframe

With the client’s approval, we proposed a simple wireframe with a priority to create something simple, responsive and content-first.

We have structured the website following the idea that is each page is a possible landing page. There isn’t a specific home page but each product page can be a “home page”.
The layout is completely SEO-oriented, therefore there is a font hierarchy (H1, H2, Bold, italic), giving the priority to the original content, a table for aggregating the data and images with metadata. Not to forget the final call to action to try to convert the possible lead.

We added also some Q&A content to give the users the additional information.

Analyse and improve

After the go-live phase, we started to collect the data and analyze what was useful or not. We set the targets and goals on Google Analytics. We reached 100 unique users per day after two months… that was pretty impressive for a non-backlinked website with no domain history and any digital advertising campaign on the run.

Google Featured Snippet

Just a couple of weeks later, Google has rewarded us with the publications on the search results page of the featured snippet. This kind of result is hard to get. Google publishes the featured snippet only on the top of the search page, just after the paid Ad., only if it thinks your page contains useful answers for the users.

Conclusions:

How to index your website in 2018? Google suggests to choose a market niche and start to create useful content for the organic search. If you are already creating new projects, remember to put always the users at the center of your business. Google rewards those who can give the best answers to the users in the best possible way.
At the end of the day, if you started on the right foot, the index would be the result of your work, not the cause. Of course in a long-term perspective, it will be necessary to take some steps to resist the competition. It’s all about analyzing the users’ path, click thought and all the aspects that influence and improve the overall user experience.

If you are interested in User experience and SEO you can check out these articles:

What is ux?
What italian food can teach you about UX
12 questions to our razor-sharp Junior UX Designer

Our replies
to your questions

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Why choose glueglue?

We are a digital product agency with more than 10 years of experience and highly specialized skills in both design and development.
Over time, we have consolidated an agile and effective method to work best with all types of clients: from the start-up that needs some kind of support to the multinational corporation that wants to integrate a team with design and executive agility, our most appreciated peculiarity.
We are positioned in a medium-high market segment and are able to offer excellent value for money. Direct supervision by glueglue's founding partners of each project ensures the highest quality of service and finished product. We are on the top list of the best User Experience and digital product agencies on Clutch, the most widely used database of digital consulting agencies in the world.

Apri o chiudi
How does glueglue work and what are the areas of expertise?

We always start with a careful analysis of the customer's needs considering not only the product needs but also the medium and long-term business objectives.
As a first step, we often deal with the visual identity, evaluating the positioning by analyzing the competitor and identifying areas for improvement in terms of branding and image.
Then, we move on to the UX/UI area: we study the user experience of your product or service through a UX Review with 3 dedicated professionals to identify the points which it is necessary to act to improve the usability of the site or app examined.
In the following phase, we design the User Journey Map, i.e. the map of all the paths that the user follows, interacting with the product and the brand . Identifying all the contact points is of strategic importance in order to immerse ourselves in situations of real use and understand where value can really be created for the end user and therefore for the product.
We will then move on to the phase of creating the wireframes, with the sharing of an interactive prototype that will define the functionality and structure of each single page and interaction of the product.
Once the wireframes have been consolidated, we will move on to the design phase of the graphic interface, with attention paid to the smallest details in so as to ensure a positive and truly satisfying user experience.
At this point, our developers come into play for the implementation part. We use the most current technologies such as React, Flutter, Gatsby JS, Symfony, Node.JS and others to create products with high standards of quality and stability, working and pixel perfect.

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What distinguishes glueglue from other top design or product agencies?

To offer maximum value, the glueglue team works on a limited number of projects. In this way, our professionals can dedicate an uninterrupted focus to always obtain excellent results.
Each project is managed on the basis of precise deadlines and intermediate meetings with the client. We take care of the unique needs and potential of each product and consequently, each solution created is exclusive and highly customized.
Thanks to the experience of 10+ years in the digital sector, we have developed a successful method to achieve the highest goals in the areas that matter: strategy, design and development.

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Can you do web design?

We work on all types of digital products, from iOS and Android apps to webapps and complex platforms.
Furthermore, part of the team specializes in creating marketing websites, i.e. websites totally focused on promoting the product or services.

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Do you also do branding or should I look for another agency?

Being a full-service agency, we also offer branding services such as naming and logo design. Among the products we create for our customers, the brand guidelines stand out, i.e. the detailed guidelines document for the corporate image. We are totally comfortable working on existing guidelines or in collaboration with a branding agency.

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How much does it cost to entrust you with a digital project?

We like to always be as transparent as possible and we believe that talking openly about the budget is important to understand how to get added value from the partnership for both parties. Given this, since each customer has its own peculiarities and presents different challenges, we do not use a price list, but we invest time to understand the customer's reality well and provide a specific approach and an appropriate price.
Indicatively, the price of user experience and graphical interface design projects can vary in a range between €10,000 and €30,000, depending on various factors such as the client's needs and the complexity of the project.
The cost of the projects in area Branding is positioned between €5,000 and €15,000, always taking into account any possible peculiarities.
As regards the more technical part, the cost for the development of iOS and Android web and mobile apps ranges from €20,000 upwards .
Website development starts from a minimum of €10,000. Our average hourly rate for single consultations is €60 per hour.
If you want to get to know us better, you can schedule 30 minutes free by appointment.

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Do you also work with early stage startups, therefore with limited resources?

Of course, we love startups! Over time we have met many enlightened and highly talented entrepreneurs.
We have invested in some startups, preferring work for equity. Our experience has always been positive, contributing to the achievement of various rounds of investments for a total value of over 30 million Euros.

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