Categoría: Análisis de Casos

A page neglected by its service provider. During our analysis, we conduct interviews to understand the project’s purpose.

General strategy (long-term) > Tactical strategy (short-term) > Objectives

How do we determine our objectives? Our main source of objectives will be our problems, and we will work through them as follows:

Observation > Analysis > Identify problems/causes > Propose solutions > Execute > Measure results > Repeat

Let’s move to the analysis phase to start our work as soon as possible!

Index:

1. SEO Analysis (Search Engine Optimization)

2. Load Speed Analysis

3. Conclusion

1. SEO Analysis (Search Engine Optimization)

Correctly Indexed Pages:

Indexing is the process by which search engines, such as Google, catalog and store web pages in their databases. When a page is properly indexed, it means that it is visible to search engines and can appear in search results when users search for relevant terms.

Importance for SEO:

Visibility: If a page is not properly indexed, it won’t appear in search results, meaning it won’t generate organic traffic.

Effective Crawling: A clear site structure and proper indexing allow search engine bots to better crawl and understand the page’s content, improving its ranking in search results.

Performance Improvement: Having non-indexed or poorly indexed pages can cause errors that negatively affect the site’s overall SEO performance.

HTTPS:

HTTPS (Hypertext Transfer Protocol Secure) is a secure version of HTTP, the protocol used for communication between a web browser and a server. HTTPS encrypts transmitted data, protecting user information and preventing it from being intercepted by third parties.

Importance for SEO:

Security: Google and other search engines prioritize secure sites (HTTPS) over non-secure ones (HTTP) because security is a key factor in user experience.

Ranking: HTTPS is a ranking factor in Google’s algorithm, meaning that websites with HTTPS have a competitive advantage in search results.

User Trust: Users tend to trust websites that use HTTPS more, which can increase conversion rates and improve the site’s reputation.

We did not find a clear strategy on how they want to position ECOARBAHIA in search engines.

Although there is no recipe for writing your content and achieving immediate results, we can follow a strategy similar to the following:

Text length and specificity:

The current text is brief and very general. While it conveys the company’s experience and commitment, it lacks specific details that could be useful for SEO. It is recommended to add more information about the specific types of services that Ecoar Bahía offers, such as “housing construction,” “remodeling,” or “industrial projects in Bahía Blanca.”

This will not only improve the content’s relevance for search engines but will also provide users with a clear idea of what the company can do for them.

Keywords:

The keywords identified in the text are “Bahía Blanca” and “constructions.” However, these keywords should be better integrated into the content to clearly explain why Ecoar Bahía is a superior choice in the Bahía Blanca region. For example, information about successful projects carried out in the city, collaborations with local companies, or specialized market knowledge could be added.

It would be beneficial to incorporate additional terms related to the construction sector, such as “construction services in Bahía Blanca,” “construction company in Bahía Blanca,” “custom construction projects,” etc., to capture more specific and niche searches.

Connection to the locality:

Although “Bahía Blanca” is mentioned, the company’s connection to the locality is not deepened. It would be helpful to add details that highlight how the company understands and responds to the specific needs of the local community, such as adaptation to local regulations, experience with local projects, or relationships with local suppliers.

Value Proposition:

The phrase “provide customers with maximum added value” is too generic and does not help users or search engines understand what sets Ecoar Bahía apart from other companies in the sector. It would be more effective to detail how value is added to projects, for example, by mentioning the use of sustainable materials, advanced technology, or efficient and fast construction processes.

Call to Action (CTA):

The CTA “Contact us” is appropriate but should be more prominent and descriptive. One option would be to link it directly to a contact form or add a visible button on the page. Additionally, to improve SEO, a phrase reinforcing the keywords could be integrated, such as “Contact us for your next construction project in Bahía Blanca.”

Content Structure:

Including clear headings and subheadings with keywords can also help improve SEO. For example, a subheading like “Our Construction Services in Bahía Blanca” could better capture the attention of search engines and users interested in the topic.

Optimization for Local SEO:

Since the company focuses on Bahía Blanca, it is important to optimize the content for local searches. Including phrases like “construction company in Bahía Blanca” in various parts of the text, not just in the introduction, will help attract users searching for services in that specific geographical area.

Long Tail Theory in SEO for “construction”:

Many construction companies in Bahía Blanca compete for the same general search terms, such as “construction” or “construction company.” Therefore, one way to stand out is to apply the Long Tail theory by focusing on more specific terms, such as “sustainable construction projects in Bahía Blanca” or “industrial warehouse construction in Bahía Blanca.” Although these terms are searched less frequently, they usually reflect a higher level of intent from users, which can generate more relevant traffic.

The goal in construction is to find a balance between the difficulty of ranking and the traffic generated:

Identification of opportunities: Use SemRush to find Long Tail keywords, such as “modern kitchen renovations in Bahía Blanca” or “construction of terraces in urban homes,” that are easy to rank and relevant to your services.

Content optimization: Create specific content for these keywords. For example, write a detailed article on “best practices for building eco-friendly houses in Bahía Blanca.”

Continuous strategy adjustment: With Google Trends, detect trends like “prefabricated construction” and adapt your content to take advantage of those emerging interests.

The strategy of structuring website content clearly and specifically, like the one being implemented on ecoarbahia.com, has multiple advantages for both user experience (UX) and search engine optimization (SEO). Below is an outline of how this methodology benefits the company:

Simplicity and navigability: By dividing content into specific, organized sections, such as “ecoarbahia.com/servicios,” it becomes easier for users to find the information they are looking for without having to navigate through a cluttered main page. This makes the experience more intuitive and efficient.

Reduction of decision time: A simpler structure allows users to make quick decisions by accessing the relevant information directly, improving the site’s efficiency.

SEO Optimization

Keyword optimization: Creating dedicated pages for each service, product, or area of expertise allows for optimization of each one for specific keywords. This increases the likelihood that these pages will rank better in search results for relevant terms, which is crucial in a competitive market like construction.

Thematic positioning: Instead of relying on a single page to rank for different topics, you can compete for various terms related to your business through detailed content on specific pages.

Reduction of Bounce Rate

Avoiding information overload: An overwhelming main page can cause users to leave the site quickly. By segmenting information across different pages, clarity of content is improved, increasing the likelihood that users will stay and explore more sections of the site.

Focus on Conversions

Action-focused pages: Pages dedicated to specific services allow for a more directed approach towards conversions, such as contacting the company or requesting a quote. This increases the effectiveness of the call-to-action (CTAs) by being contextualized within relevant content for the user.

Content personalization: Each page can be designed to meet specific objectives, such as guiding the user to a contact form or highlighting special offers, maximizing conversions.

Facilitates Update and Maintenance

Localized modifications: When content is distributed across different pages, it is easier to update relevant information without affecting the entire site structure. This is particularly useful for keeping the website up to date with changes in services or products offered.

Scalability: This modular structure allows the website to grow over time without compromising its functionality or clarity.

Example in the Context of “ecoarbahia.com”

Imagine that the main page provides an overview of what Ecoar Bahía does, such as the company’s mission and core values. From that page, users can navigate to “ecoarbahia.com/servicios”, where each offered service is described in detail, such as “home construction,” “renovations and remodels,” etc.

Here, detailed descriptions, images of previous projects, and client testimonials can be included.

This approach prevents the main page from becoming overwhelming, maintaining a clean and appealing design while allowing for deeper exploration of relevant content on secondary pages.

Additionally, it improves site usability and facilitates user interaction with the content, thereby optimizing the overall effectiveness of the website.

Content Evaluation and Adjustment

Content evaluation and adjustment is a crucial step in any SEO or digital marketing strategy. To improve content effectiveness, it is important to review results and make adjustments as necessary. Below, I explain how to do this and what tools you can use, including practical examples.

Tools for Evaluating and Adjusting Content

Google Search Console

What it is: A free tool from Google that allows you to monitor and maintain your site’s presence in Google search results.

Practical use:

Analyze performance: Access the “Performance” report to see how your pages are performing in terms of clicks, impressions, CTR (Click-Through Rate), and average positions in the SERPs (search results pages).

Identify opportunities: Review which keywords are generating traffic and which are not. If you see that some keywords have many impressions but few clicks, consider adjusting titles and meta descriptions to make them more appealing.

Fix errors: Use the “Coverage” report to identify and resolve indexing issues that could be affecting your content’s performance.

Google Analytics

What it is: A web analytics tool that provides detailed data about your site’s traffic, user behavior, and conversions.

Practical use:

User behavior: Check the “Behavior” report to see how users interact with your content, which pages have a high bounce rate, and how long they spend on each page.

Conversion optimization: Use the “Conversions” report to see if users are completing desired actions, such as filling out a form or making a purchase. If conversions are low, adjust the calls to action (CTAs) or the page structure.

Traffic segmentation: Filter data to analyze different traffic segments (organic, social, direct, etc.) and adjust your strategy according to the performance of each channel.

On-Page SEO Tools (Example: Yoast SEO, Ahrefs, SEMrush)

What they are: Plugins and platforms that help optimize content and the structure of pages to improve their visibility in search engines.

Practical use:

Content optimization: Use Yoast SEO (in WordPress) to receive specific recommendations on how to improve your pages, such as keyword density, meta descriptions, and internal linking.

Backlink analysis: With Ahrefs or SEMrush, analyze your site’s backlink profile and discover new opportunities to obtain quality links that improve your authority and ranking.

Competitor analysis: Identify which keywords your competitors are ranking for and create content that competes with them effectively.

Best Practices for Content Adjustment

Regularly update content: Keep your content fresh and relevant by reviewing it periodically and making necessary updates.

Focus on user experience: Adjust your content according to user feedback and behavior. If users drop off quickly on a page, analyze what could be improved to retain their attention.

Test different versions: Consider implementing A/B tests to compare the performance of different headlines, images, or CTAs to find out which option generates better results.

By integrating these tools and practices into your content strategy, you can improve its effectiveness, drive more traffic to your site, and optimize conversion rates.

Summary of Key Points

In summary, a well-structured website that offers clear and organized content has significant advantages for both user experience and SEO optimization. The strategies outlined above—such as simplifying navigation, optimizing content, and focusing on conversions—are essential for improving site performance and ensuring sustained growth in the digital landscape.

Using tools like Google Search Console, Google Analytics, and on-page SEO tools, you can continually evaluate and adjust your content to maximize its effectiveness. By adopting a methodology of ongoing improvement and adjustment, you will be better equipped to meet the needs of your users and stay ahead in an ever-changing digital environment.

	Pre-analysis	Post-analysis	Improvement %	Cantidad
Request	114	28	75.44%	Unidad
Transferred	2.7	0.696	74.22%	MB
Resources	4.6	1.3	71.74%	MB
Finish	25.27	0.464	98.16%	Segs
Dom content	18.44	0.353	98.09%	Segs
Load	23.49	0.414	98.24%	Segs

 

 

Requests

Before: 114 requests

After: 28 requests

Reduction: 75.44%

Requests are the calls that the browser makes to the server to load various elements of a webpage, such as images, scripts, stylesheets, etc. A high number of requests can slow down the site’s load time, as the server has to handle many simultaneous requests.

The 75.44% reduction in requests means that the site now loads with fewer resources, contributing to faster and more efficient performance.

Transferred Data

Before: 2.7 MB

After: 0.696 MB

Reduction: 74.22%

This term refers to the amount of data transferred from the server to the user’s browser to load the page. The more data transferred, the longer it takes to load the page, especially on slow connections.

Optimizing the amount of transferred data through image compression and file minimization has resulted in a 74.22% reduction, speeding up load time.

Resources

Before: 4.6 MB

After: 1.3 MB

Reduction: 71.74%

The resources of a webpage include all the elements necessary for it to function correctly, such as images, scripts, fonts, and stylesheets. A large resource size can slow down the loading process, negatively affecting user experience.

In this analysis, a 71.74% reduction in resource size has been achieved, contributing to faster and more efficient loading.

Total Load Time

Before: 25.27 seconds

After: 0.464 seconds

Reduction: 98.16%

Total load time measures the time from when the page is requested until all resources have been downloaded and the page is fully functional. Extended load times can frustrate users and increase bounce rates.

The 98.16% improvement in this metric means that the site now loads in a fraction of the time it used to take, significantly enhancing user experience.

DOM Content Loaded

Before: 18.44 seconds

After: 0.353 seconds

Reduction: 98.09%

DOM Content Loaded refers to the moment when the main content of the DOM (Document Object Model) is fully loaded and ready for interaction, even though some resources may still be loading.

This time is crucial as it defines when the page is ready for user interaction. The 98.09% reduction in this metric improves interactivity and reduces the perception of slowness.

Total Load Time

Before: 23.49 seconds

After: 0.414 seconds

Reduction: 98.24%

Total load time measures the time it takes for the page to load completely, from when the request is initiated until all resources are loaded and the page is ready for use. Improving this time is crucial for retaining users and reducing the site abandonment rate.

With a 98.24% improvement, the page load is now almost instantaneous, optimizing both user experience and site performance.

SEO Analysis:

Indexing and HTTPS: Ensure that all pages are correctly indexed and that the site uses HTTPS.

Specific Content and Long Tail Keywords: Expand the content with specific details and keywords related to construction services in Bahía Blanca.

Content Structure: Organize the content into dedicated pages for each service to improve navigation and calls to action.

Load Speed Analysis:

Minimization of Server Requests: Reduce the number of requests made to the server to speed up page loading.

Resource Optimization: Improve the efficiency of images and files.

Deferred Loading of JavaScript: Implement techniques like deferred loading to enhance load speed.

Simplicity and Navigation:

Redesign of the Front End: Improve the site structure by dividing content into specific sections.

Intuitive Navigation Structure: Make it easier for users to find information more efficiently and reduce decision time.

Continuous Improvement Process:

Constant Monitoring and Updating: Use tools like Google Search Console and Google Analytics to review and adjust site performance.

Adaptation to New Trends and Changes: Stay current with market trends and best practices in web development.

Final Results:

The implemented changes have resulted in a much faster and more efficient website, which is crucial for enhancing user experience and improving SEO positioning.