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.


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

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