Google SEO Capstone Project for UC Davis


Milestone 1: Gauging a Site's Opportunity for Improvement

Milestone 1

Part 1: Identify an Existing Section of a Website

The first stage of this project is to find the site you will be working on. Look at several different sites and gauge the level of effort needed to get the website to rank higher in search; look for opportunities throughout the website.

Things to consider include:

  • Are their title tags optimized?
  • Do their pages lack substance?
  • Are there errors while you are browsing their website?

Website: Mi Cochecito

Mi Cochecito is a Spanish e-commerce website that sells supplies for babies and toddlers.

Since this peer-reviewed capstone project will be made in English, I will translate relevant keywords and sections accordingly.

Mi Cochecito has a complete landing page featuring an animated carousel, their featured products, their product categories, a CTA to join their newsletter, a link to their Facebook Page, and their latest blog posts.

However, there are plenty of opportunities for improvement…

Screen capture from the Mi Cochecito landing page
Screen capture from the Mi Cochecito landing page. View archived link.

The hero images in the carousel above the fold have their text embedded into them, which means that search engines and robots can’t crawl and process them for SEO purposes.

Screen capture from the Mi Cochecito landing page
Screen capture from the Mi Cochecito landing page. View archived link.

The first text to be found (besides category and product names) is related to the brand’s delivery policies. This means that the first piece of text content that search engines will find will be about delivery policies for products instead of the products themselves, which means the landing page could rank well for deliveries and timeframes, but not for baby products.

Screen capture from the Mi Cochecito landing page
Screen capture from the Mi Cochecito landing page. View archived link.

This is is the Featured Products section on the landing page. From a SEO point of view, this block offers a great opportunity for a little bit of copywriting under the “Productos Destacados” (“Featured Products”) heading.

The same can be applied when switching to the other two categories (“On Sale” and “New”).

Screen capture from the Mi Cochecito landing page
Screen capture from the Mi Cochecito landing page. View archived link.

In the same manner, the product categories could be presented in a more appealing way with a bit of copywriting for each, instead of just icons that also make it seem impersonal when it comes to the user experience.

Screen capture from the blog section of Mi Cochecito
Screen capture from the blog section of Mi Cochecito. View archived link.

Their blog section has plenty of posts, however, most of them are Uncategorized (“Sin Categoría”). Having them organized in categories could also help improve their SEO rankings.

Screen capture from a blog post at Mi Cochecito
Screen capture from a blog post at Mi Cochecito. View archived link.

While the headings tags are used properly and the main keywords are featured in a natural way in the content, the images don’t feature distinctive nor descriptive alt text (they’re all the post title’s repeated time and time again), and the title itself is repeated as a subheading within the post.

Screen capture from a product page at Mi Cochecito.
Screen capture from a product page at Mi Cochecito. View archived link.

Their individual product pages feature a list of all details about each product, and there’s also a bottom section with related products to keep the users engaged and navigating through other options.

Screen capture from an unavailable page at Mi Cochecito.
Screen capture from an unavailable page at Mi Cochecito. View archived link.

When there are no available products in a category, a search form is displayed for the user to look for something else.

Screen capture from the FEDER page at Mi Cochecito.
Screen capture from the FEDER page at Mi Cochecito. View archived link.

The “FEDER” section is unclear in its purpose, and it’s written in two different languages, besides the important information being embedded in an image instead of being text that can be scanned by search engines and robots.

Milestone 1

Part 2: Create an SEO Pitch

Create a pitch to identify areas of opportunity and any low-hanging fruit that can be quickly fixed on the website.

Your pitch will need to include:

  • A list of the website’s strengths and weaknesses.
  • For each opportunity, develop an argument for why the website will likely rank better after improving it.

Desktop performance

Performance report of Mi Cochecito on desktop devices
Performance report of Mi Cochecito on desktop devices. View on Google's Page Speed Insights.

Mobile performance

Performance report of Mi Cochecito on mobile devices
Performance report of Mi Cochecito on mobile devices. View on Google's Page Speed Insights.

In both mobile and desktop devices, Mi Cochecito performs poorly, which will definitely impact in their search engine rankings.

The technical SEO is taken care of, since the correct meta, title, and heading (h1…h6) tags are implemented throughout the code. The website is also responsive on different resolutions and devices.

Milestone 1

Part 3: Develop a List of Metrics

Create a list of 15-20 questions to ask about the website and business. The answers to these questions should help inform your SEO strategy going forward.

The questions should:

  • Relate to their intended target audience.
  • Related to their goals for the site or business.
  • Cover the history of the site (ie, was there prior SEO work done before?)
  • Feature any questions related to resources available and the website itself.
  1. What is the current level of visitor bounce rate?
  2. What are the metrics of current user engagement and social sharing of the blog posts?
  3. How many users have subscribed to the newsletter?
  4. How many users have clicked and converted through the CTA featured in a newsletter sent to them?
  5. How many sales per month have been made through the website for the last 12 months?
  6. To compare, how many sales have been done through the Brick & Mortar (physical) store?
  7. How many visitors per month does the website get through search engines?
  8. How many of those visitors turn into customers?
  9. Besides search engines, what is the biggest source of traffic to the website?
  10. What is the average time a user spends on your website?
  11. Do users find what they’re looking for, or do they go for the next best option?
  12. Have you worked on a linkbuilding strategy before? If so, were they several? Were there any noticeable results?
  13. Have you made collaborations with social media influencers before? If so, did you notice any changes in your social media following and engagement?
  14. Have you invested in search engine ads?
  15. Have you invested in social media ads?
  16. What is your best-selling product?
  17. Who or what is your main competitor?

Milestone 2: Initial Research Phase

Milestone 2

Part 1: Developing a Persona

Develop a target user or buyer persona. You need to be able to answer the following questions about a target user or buyer that most closely resembles the average online visitor to your website:

  • What gender is your target user likely to be?
  • What age is your target user likely to be?
  • What level of education might your target user have?
  • What other topics might your target user be interested in?
  • What are the primary ways your target users will discover your site? Social media, referrals from other websites, etc.
  • Is your target user likely to be local to a specific area? If so, which area? Does this impact the words they might use when searching for your product or services, and if so, how?
  • What issues or problems are they trying to solve?
  • What other information can you supply or infer about your target audience?

Write a short paragraph of a minimum of 150 words describing your persona and include an image that best resembles this buyer persona. Your paragraph should include the answers you found throughout your research.

Persona: Sarah

Sarah is a 35-year-old working mother of two young children, ages 1 and 3. She holds a Master's degree in Business Administration and works full-time in a bustling city.

Balancing her professional life and family duties is a daily challenge, so she’s always on the lookout for high-quality, safe, and affordable products for her children. She frequently browses social media platforms like Instagram and Pinterest for parenting tips, product recommendations, and inspiration for healthy living.

Online shopping is her go-to solution due to its convenience, and she values websites that offer detailed product information, customer reviews, and swift delivery services.

Persona: Sarah
Persona: Sarah.

Sarah often searches for specific items like “baby carrier” or “educational toys for toddlers” and relies on trusted parenting blogs and forums for advice. Living in a metropolitan area, she appreciates finding products that can be delivered quickly and efficiently to her home.

Sarah’s primary concerns revolve around ensuring her children’s well-being while managing her time effectively between work and family.

Milestone 2

Part 2: Performing Keyword Research

Perform thorough research on keywords, splitting up your keywords into specific topic areas. Focus on frequently used words and phrases with potential keywords.

Be sure to:

  • Come up with a minimum of 25 keywords through your discovery.
  • Split up the keywords into at least 3 themed groups for easier organization.
  • Create a fourth group for long-tail queries related to questions the users might ask. Look for a minimum of three keywords around the “where”, “what”, “why”, and “how” keywords.
  • Include transactional and informational keywords.
  • Highlight at least 10 keywords that you may recommend based on competitiveness and where the keywords are within the buyer’s journey.
  • Make notes about why you chose the keywords you did.

The notes you make about the keywords could be as simple as a word describing the type of keyword it is (ie.“informational”) or a note describing what page the keyword might perform best on (ie. “possibly homepage”).

Keyword Research

Baby accessories
  • Baby strollers
  • Diaper bags
  • Baby carriers
  • Baby car seats
  • Baby bottles
  • Baby bibs
  • Baby pacifiers
  • Baby blankets
  • Baby monitors
  • Baby feeding chairs
Toddler accessories
  • Toddler backpacks
  • Toddler beds
  • Toddler toys
  • Toddler car seats
  • Toddler clothes
  • Toddler shoes
  • Toddler sippy cups
  • Toddler utensils
  • Toddler bath toys
  • Toddler safety gates
Baby safety
  • Baby safety gates
  • Baby proofing kits
  • Baby outlet covers
  • Baby cabinet locks
  • Baby corner guards

Long-Tail Queries

  • Where to buy the best baby strollers?
  • What are the safest car seats for toddlers?
  • Why use baby proofing kits?
  • How to choose a baby carrier?
  • What are the benefits of baby monitors?

Highlighted Keywords

These keywords cover a broad range of products and queries that parents of babies and toddlers are likely to search for, and they have been categorized for easy integration into various parts of Mi Cochecito.

The highlighted keywords are selected for their relevance, search volume, and strategic placement within the buyer's journey, ensuring a mix of both transactional and informational content to capture and convert users effectively.

Baby strollers

Transactional

Location in the buyer’s journey: Landing Page

  • High search volume
  • Key product category
Diaper bags

Transactional

Location in the buyer’s journey: Category Page

  • Essential baby accessory
  • Common search
Baby carriers

Transactional

Location in the buyer’s journey: Product Page

  • High conversion rate
  • Frequently purchased
Baby car seats

Transactional

Location in the buyer’s journey: Landing Page

  • Essential and high-value item
  • Safety-focused
Toddler car seats

Transactional

Location in the buyer’s journey: Product Page

  • Specific to growing children
  • Safety-focused
Toddler beds

Transactional

Location in the buyer’s journey: Category Page

Important transition item for toddlers.

Baby monitors

Informational

Location in the buyer’s journey: Blog Post

Sought for safety and convenience.

Baby proofing kits

Informational

Location in the buyer’s journey: Blog Post

Educating parents on safety.

Where to buy the best baby strollers?

Informational

Location in the buyer’s journey: Landing Page

Directs users to product options, increasing conversions.

What are the safest car seats for toddlers?

Informational

Location in the buyer’s journey: Blog post

  • Engages concerned parents
  • Informative and trustbuilding

Milestone 2

Part 3: Performing Keyword Research

Performing keyword research is not enough if you want to ensure your SEO campaign is successful. We must also carefully analyze and select the keywords that are most likely to help the website perform well in search.

Perform a competitive keyword search as well as do some research on your competition.

Milestone 2: Part 3

Phase 1: Competitive Keyword Research

Perform a competitive analysis on a minimum of four keywords you feel the website has the best chance of ranking for. Choose the keywords you feel will give you a good sense of the competition in the various themed areas you selected.

When you have successfully performed your research, list your top competitors in order of strongest to weakest for each keyword you selected.

For each keyword you chose to analyze, be sure to include:

  • The top four organic competitors listed on page one, plus the 10 or last competitor on page one should be listed.
  • A short explanation describing why this keyword was chosen for analysis.

Your keywords need to be differentiated enough so as not to compete with one another.

Competitive analysis: “Baby strollers”

“Baby strollers” was the keyword chosen due to the high demand for baby strollers and the extensive variety of options available. Analyzing this keyword helps understand the competitive landscape and the types of content and products that rank well.

  • Babylist: Provides a comprehensive review of baby strollers, ranking different models based on various criteria like ease of use and storage capacity.
  • Baby Gear Lab: Features detailed reviews and comparisons of top baby strollers with pros and cons.
  • Verywell Family: Offers expert reviews and recommendations on the best baby strollers for different needs and budgets.
  • Amazon: Major online retailer with a wide range of baby strollers available for purchase, including user reviews.
  • Target (10th): Another major retailer providing a variety of baby strollers with customer reviews and ratings.

Competitive analysis: “Baby car seats”

Safety is a primary concern for parents when choosing baby car seats, making this keyword highly relevant. Understanding the competition in this area is crucial for positioning Mi Cochecito's offerings effectively.

  • SafeWise: Focuses on safety ratings and features of baby car seats, providing indepth reviews.
  • What To Expect: Offers expert and user reviews on the best baby car seats, including safety tips and installation guides.
  • Consumer Reports: Provides comprehensive testing and ratings on baby car seats, focusing on safety and ease of use.
  • Buy Buy Baby: A retailer with a wide selection of baby car seats, offering detailed product descriptions and customer reviews.
  • Walmart (10th): Offers a variety of baby car seats with user reviews and ratings.

Competitive analysis: “Baby monitors”

Baby monitors are essential for parents wanting to ensure their baby's safety and well-being. This keyword is chosen to analyze the competitive environment and understand the features and content that attract users.

  • Tom’s Guide: Provides tech-focused reviews on baby monitors, highlighting features like video quality and connectivity.
  • Babylist: Features detailed reviews and comparisons of different baby monitors, emphasizing ease of use and reliability.
  • Wirecutter: Offers in-depth reviews and recommendations on the best baby monitors based on extensive testing.
  • Best Buy: A retailer with a wide range of baby monitors, offering detailed product descriptions and customer reviews.
  • Target (10th): Provides various baby monitors with user reviews and ratings.

Competitive analysis: “Convertible cribs”

Convertible cribs are popular for their longevity and functionality. Analyzing this keyword helps understand what features and content resonate with parents and how to position Mi Cochecito's products competitively.

  • The Bump: Offers expert reviews and recommendations on convertible cribs, highlighting features and safety.
  • Crate & Barrel: Provides a range of high-quality convertible cribs with detailed product descriptions and customer reviews.
  • BabyCenter: Features expert advice and user reviews on the best convertible cribs, focusing on safety and durability.
  • Wayfair: A retailer with a wide selection of convertible cribs, offering detailed product descriptions and customer reviews.
  • Pottery Barn Kids (10th): Offers high-quality convertible cribs with detailed descriptions and user reviews.

Milestone 2: Part 3

Phase 2: Evaluating Competition

Examine your competitors’ sites and look at the pages that are ranking well and what elements on their pages are well-optimized.

For each competitor listed in each keyword, you should be analyzing the following:

  • Is it their homepage that is ranking for the chosen keyword, or a more specific page?
  • Is the title tag of the ranking page optimized?
  • Does the page have appropriate heading tags, and are they optimized?
  • Rate the content of the page, and give it a score based on how well you feel the content is written, the length of the content and the incorporation of keywords into the content.
  • Does the page include additional resources, or is it just text and image based?
  • It’s also helpful to note down any domain related trust and authority metrics. You can use your preferred tool for this.

Once you have analyzed these elements, consider how you may be able to use these insights to develop specific strategies for your site.

Evaluating the competition for the keywords: “Baby strollers”

Babylist

Page Type: Specific page (https://www.babylist.com/hello-baby/beststrollers)

Title tag: Optimized ("Best Strollers of 2024")

Heading tags: Well-optimized with clear H1 for the main topic and H2s for subcategories.

Content quality: Excellent content, detailed reviews, user feedback, and comprehensive information. Score: 9/10.

Additional resources: Includes videos, links to purchase, and comparison charts.

Domain Metrics: High authority and trust (DA 78).

Baby Gear Lab

Page Type: Specific page (https://www.babygearlab.com/topics/getting-around/best-stroller)

Title tag: Optimized ("10 Best Strollers of 2024")

Heading tags: Well-structured with clear H1 and multiple H2s and H3s for various strollers.

Content quality: In-depth reviews and comparison charts, detailed testing results. Score: 8.5/10.

Additional resources: Includes comparison tools, videos, and detailed pros and cons.

Domain Metrics: High authority and trust (DA 70).

Verywell Family

Page Type: Specific page (https://www.verywellfamily.com/best-strollers-7496515)

Title tag: Optimized ("The Best Strollers, Tested and Reviewed by Verywell Family")

Heading tags: Well-optimized with H1 for the main topic and H2s for each stroller.

Content quality: Well-written, includes detailed reviews and expert advice. Score: 8/10.

Additional resources: Links to products, expert tips, and FAQs.

Domain Metrics: High authority and trust (DA 89).

Amazon

Page Type: Specific product listing page (https://www.amazon.com/s?k=baby+strollers)

Title tag: Partially optimized ("Amazon.com: Baby Strollers")

Heading tags: Basic optimization with product titles as H2s.

Content quality: Product-focused, user reviews are beneficial but less editorial content. Score: 7/10.

Additional resources: User reviews, product details, and recommendations.

Domain Metrics: Very high authority and trust (DA 96).

Target (10th competitor)

Page Type: Specific product listing page (https://www.target.com/c/best-baby-strollers/-/N-vjbpd)

Title tag: Partially optimized ("Best Baby Strollers : Target")

Heading tags: Basic optimization with product titles as H2s.

Content quality: Product-focused, less detailed content compared to editorial sites. Score: 6.5/10.

Additional resources: User reviews, product recommendations.

Domain Metrics: High authority and trust (DA 85).

Evaluating the competition for the keywords: “Baby car seats”

SafeWise

Page Type: Specific page (https://www.safewise.com/resources/carseat-buyers-guide/)

Title tag: Optimized ("Best Car Seats of 2024 | SafeWise")

Heading tags: Well-optimized with clear H1 and H2s.

Content quality: Detailed, safety-focused reviews and recommendations. Score: 8.5/10.

Additional resources: Comparison charts, safety tips, and buying guides.

Domain Metrics: High authority and trust (DA 65).

What To Expect

Page Type: Specific page (https://www.whattoexpect.com/baby-products/car-seats/best-convertible-car-seats/)

Title tag: Optimized ("7 Best Convertible and All-in-One Car Seats, Tested and Reviewed by Real Parents")

Heading tags: Well-structured with H1 and H2s for each product.

Content quality: Expert reviews, user feedback, and safety advice. Score: 8/10.

Additional resources: Links to products, expert tips.

Domain Metrics: High authority and trust (DA 80).

Consumer Reports

Page Type: Specific page (https://www.consumerreports.org/babies-kids/car-seats/)

Title tag: Optimized ("Car Seats - Consumer Reports")

Heading tags: Well-optimized with H1 and H2s.

Content quality: Comprehensive testing and ratings. Score: 9/10.

Additional resources: Detailed testing methodologies, charts, and safety tips.

Domain Metrics: Very high authority and trust (DA 91).

Buy Buy Baby

Page Type: Specific product listing page (https://buybuybaby.com/collections/car-seats)

Title tag: Partially optimized (“Car seats”)

Heading tags: Basic optimization with product titles as H2s.

Content quality: Product-focused, detailed descriptions, and user reviews. Score: 7.5/10.

Additional resources: User reviews, product recommendations.

Domain Metrics: High authority and trust (DA 70).

Walmart (10th competitor)

Page Type: Specific product listing page (https://www.walmart.com/cp/car-seats/91365)

Title tag: Partially optimized (“Car Seats - Walmart.com”)

Heading tags: Basic optimization with product titles as H2s.

Content quality: Product-focused, user reviews. Score: 7/10.

Additional resources: User reviews, product details.

Domain Metrics: High authority and trust (DA 92).

Evaluating the competition for the keywords: “Baby monitors”

Tom’s Guide

Page Type: Specific page (https://www.tomsguide.com/us/best-baby-monitors,review-3296.html)

Title tag: Optimized (“Best baby monitors: Top-rated baby cams”)

Heading tags: Well-structured with H1 and H2s.

Content quality: Tech-focused, detailed reviews, and comparisons. Score: 8.5/10.

Additional resources: Comparison charts, tech specs.

Domain Metrics: High authority and trust (DA 82).

Babylist

Page Type: Specific page (https://www.babylist.com/hello-baby/best-baby-monitor)

Title tag: Optimized (“8 Best Baby Monitors of 2024”)

Heading tags: Well-optimized with clear H1 and H2s.

Content quality: Detailed reviews, user feedback. Score: 9/10.

Additional resources: Videos, links to purchase.

Domain Metrics: High authority and trust (DA 78).

Wirecutter

Page Type: Specific page (https://www.nytimes.com/wirecutter/reviews/best-baby-monitor/)

Title tag: Optimized (“The 5 Best Baby Monitors of 2024 | Reviews by Wirecutter”)

Heading tags: Well-optimized with H1 and multiple H2s.

Content quality: In-depth reviews, extensive testing. Score: 9/10.

Additional resources: Comparison tools, detailed pros and cons.

Domain Metrics: High authority and trust (DA 88).

Best Buy

Page Type: Specific product listing page (https://www.bestbuy.com/site/baby-care/baby-monitors/pcmcat254000050007.c)

Title tag: Partially optimized ("Baby Monitors - Best Buy")

Heading tags: Basic optimization with product titles as H2s.

Content quality: Product-focused, user reviews. Score: 7.5/10.

Additional resources: User reviews, product details.

Domain Metrics: High authority and trust (DA 89).

Target (10th competitor)

Page Type: Specific product listing page (https://www.target.com/c/baby-monitors-health-safety/-/N-5xth3)

Title tag: Partially optimized ("Baby Monitors: Target")

Heading tags: Basic optimization with product categories as H2s.

Content quality: Product-focused, less detailed content. Score: 7/10.

Additional resources: User reviews, product recommendations.

Domain Metrics: High authority and trust (DA 85).

Evaluating the competition for the keywords: “Convertible cribs”

The Bump

Page Type: Specific page (https://www.thebump.com/a/best-travel-cribs)

Title tag: Optimized (“Best Travel Cribs of 2024”)

Heading tags: Well-structured with clear H1 and multiple H2s for individual crib reviews.

Content quality: Detailed reviews, safety tips, and expert advice. Score: 8.5/10.

Additional resources: Links to purchase, comparison charts, and buying guides.

Domain Metrics: High authority and trust (DA 70).

Crate & Barrel

Page Type: Specific product listing page (https://www.crateandbarrel.com/kids/cribs-bassinets/1/filters/convertible-baby-cribs-318)

Title tag: Partially optimized (“Convertible Cribs | Crate & Barrel”)

Heading tags: Basic optimization with product titles as H2s.

Content quality: Product-focused, high-quality images, and detailed descriptions. Score: 7.5/10.

Additional resources: User reviews, product recommendations.

Domain Metrics: High authority and trust (DA 77).

Baby Center

Page Type: Specific page (https://www.babycenter.com/baby-products/sleep/best-cribs_20000764)

Title tag: Optimized (“6 Best Cribs of 2021 | BabyCenter”)

Heading tags: Well-optimized with clear H1 and multiple H2s for individual crib reviews.

Content quality: Detailed, includes expert advice and user feedback. Score: 8/10.

Additional resources: Links to purchase, safety tips, and buying guides.

Domain Metrics: High authority and trust (DA 85).

Wayfair

Page Type: Specific product listing page (https://www.wayfair.com/baby-kids/sb1/cribs-c1838963-a149185~1.html)

Title tag: Partially optimized ("Convertible Cribs | Wayfair")

Heading tags: Basic optimization with product titles as H2s.

Content quality: Product-focused, user reviews, and detailed descriptions. Score: 7.5/10.

Additional resources: User reviews, product recommendations.

Domain Metrics: High authority and trust (DA 91).

Pottery Barn Kids (10th competitor)

Page Type: Specific product listing page (https://www.potterybarnkids.com/shop/furniture/convertible-cribs+cribs/producttype-m-product-type-ff000c181f27fe2020-1/)

Title tag: Partially optimized ("Convertible Cribs | Pottery Barn Kids")

Heading tags: Basic optimization with product titles as H2s.

Content quality: Product-focused, high-quality images, and detailed descriptions. Score: 7.5/10.

Additional resources: User reviews, product recommendations.

Domain Metrics: High authority and trust (DA 75).

Strategies we can implement at Mi Cochecito

Based on the discoveries gathered from evaluating the competitors:

  1. Create detailed, informative content for each product category. Include expert reviews, user feedback, and comprehensive buying guides.
  2. Optimize title tags and heading tags with primary keywords to improve search engine ranking.
  3. Add comparison charts and safety tips to provide value to users and improve their engagement.
  4. Incorporate videos, infographics, and interactive elements to enhance the user experience.
  5. Encourage customer reviews and prominently display them on product pages to build trust and credibility.
  6. Highlight user testimonials and success stories to enhance the content quality and attract potential customers.
  7. Use internal links to connect related product pages and blog posts, improving site navigation.
  8. Focus on building backlinks from reputable sites in the baby product niche to improve domain authority and search engine ranking.
  9. Collaborate with influencers and industry experts to generate highquality backlinks and increase brand visibility.

Milestone 3: Conducting a Content Audit and Technical Review

Milestone 3

Part 1: Competitive Content Analysis

Further analyze the type of content the competitors are using effectively. Take a deeper look at the top competitor’s sites to get an idea on the type of content that performs well, and how the audience responds to the content.

For each top competitor note the following:

  • The URL of the page
  • The type of content (static page, blog article, etc)
  • A description about what the content is
  • Notes on that content. For example, is it a good resource with videos? Is this content duplicated elsewhere on the site?
  • Social Media Metrics such as incoming links to that page, tweets and Facebook shares.

Describe what you may have learned about your audience based on how they share and respond to content; and, the type of content that appeals to them most.

Competitive Content Analysis: Babylist

Page: The Best Strollers of 2024

This blog article provides a comprehensive guide to the best strollers of 2024. It includes detailed reviews, user ratings, expert opinions, and buying advice.

  • High-quality resource with videos, comparison charts, and detailed product descriptions.
  • Unique content specific to this page, not duplicated elsewhere on the site.
  • High number of backlinks from various parenting and baby product review sites.
  • Shared extensively on X/Twitter.
  • High engagement with numerous shares and comments on Facebook.

Competitive Content Analysis: Baby Gear Lab

Page: 10 Best Strollers of 2024

This blog article offers in-depth reviews and comparisons of the best strollers of 2024. It includes detailed testing results, expert analysis, and user feedback.

  • In-depth resource with detailed reviews, pros and cons, and comparison charts.
  • Unique content specific to this page, not duplicated elsewhere on the site.
  • High number of backlinks from baby product review sites and forums.
  • Frequently shared on X/Twitter.
  • High engagement with numerous shares and comments on Facebook.

Competitive Content Analysis: BabyCenter

Page: 6 Best Cribs 2021

This blog article provides a detailed guide to the best convertible cribs of 2024. It includes expert reviews, user feedback, and safety tips.

  • High-quality resource with detailed reviews, safety tips, and expert advice.
  • Unique content specific to this page, not duplicated elsewhere on the site.
  • High number of backlinks from parenting and baby product review sites.
  • Shared extensively on X/Twitter.
  • High engagement with numerous shares and comments on Facebook.

Audience Insights and Content Appeal

From analyzing the top competitor sites, several key insights can be drawn about the audience and the type of content that resonates with them:

  1. Detailed reviews and expert opinions: Content that includes comprehensive product reviews, pros and cons, and expert recommendations tends to perform well. This indicates that the audience is looking for reliable and trustworthy information to make informed purchasing decisions.
  2. Multimedia content: The inclusion of videos, comparison charts, and highquality images enhances the content's appeal. The audience responds positively to multimedia content as it provides a more engaging and informative experience. Videos, in particular, are highly effective in demonstrating product features and benefits.
  3. User feedback and ratings: These play a significant role in the audience's decision-making process. Content that incorporates real user reviews and ratings is more credible and trustworthy. This highlights the importance of encouraging customer reviews and showcasing them on the site.
  4. Social media engagement: High social media sharing and commenting on Facebook and Twitter emphasizes the importance of creating shareable content that resonates with the audience's needs and preferences.
  5. Comprehensive buying guides: Those that include detailed information, safety tips, and expert advice are highly valued by the audience. These help users make informed decisions and provide additional value beyond standard product descriptions.

As we can learn from these insights, Mi Cochecito should create contents that aligns with the audience's preferences and needs.

This includes:

  • Developing detailed product reviews.
  • Incorporating multimedia elements.
  • Encouraging user feedback.
  • Creating comprehensive buying guides.

Focusing on these aspects will enhance the content's appeal, increase engagement, and improve the site's overall performance.

Milestone 3

Part 2: Performing an Internal Content Audit

Look at the existing content on the website you’re focusing on and determine how it can be improved based on your findings. You will need to select top level pages of the site based on the implemented navigation.

Make notes of the following:

  • The page URL
  • The type of content it is (text, image, etc)
  • The seasonality of the content (if any)
  • Whether or not the content contains images
  • How this content targets the audience (directly, indirectly, etc)
  • Whether or not the content includes a call to action (Remember this doesn’t have to be direct like “buy our blue widgets” but could also call on the viewer to read more blog posts, sign up for a newsletter, etc)
  • Any notes about the content (for example, could the title be improved, should this use heading tags, does the content need to be expanded, etc) Strive to provide additional notes for at least half of the pages you analyze in an effort to get you to think critically about a page.

Brainstorm five new content ideas for new pages for the site. Let your insights from your competitive evaluation, content analysis and keyword research guide you. These can be text based, video based, downloadable resources or any other ideas you might discover. List your idea, what keywords this would focus on, and how it meets an unfulfilled need.

Top level pages of Mi Cochecito based on navigation:

Home Page

https://micochecito.es/es/

Type of content: Mixed (text, images, banners)

Seasonality: None/Evergreen

Includes images? Yes

Targeting: Directly targets audience with featured products and categories.

Call to action: Yes ("Shop Now," "View Collections")

Notes: The home page is well-structured but could benefit from more detailed descriptions and customer testimonials. The addition of heading tags and a stronger SEO strategy would also be beneficial.

Baby Strollers

https://micochecito.es/es/3-sillas-de-paseo

Type of content: Product listing

Seasonality: None/Evergreen

Includes images? Yes

Targeting: Directly targets parents looking for strollers.

Call to action: Yes ("Add to Cart," "View Details")

Notes: The content could include more in-depth product descriptions and comparison guides to help users make informed decisions.

Car Seats

https://micochecito.es/es/14-sillas-de-coche

Type of content: Product listing

Seasonality: None/Evergreen

Includes images? Yes

Targeting: Directly targets parents needing car seats.

Call to action: Yes ("Add to Cart," "View Details")

Notes: Including user reviews and safety ratings could enhance the content’s credibility and usefulness.

Baby Carriers

https://micochecito.es/es/27-portabebes

Type of content: Product listing

Seasonality: None/Evergreen

Includes images? Yes

Targeting: Directly targets parents looking for baby carriers.

Call to action: Yes ("Add to Cart," "View Details")

Notes: The content would benefit from a guide on how to choose the best baby carrier based on different needs and preferences.

Accessories

https://micochecito.es/es/7-accesorios

Type of content: Product listing

Seasonality: None/Evergreen

Includes images? Yes

Targeting: Indirectly targets by suggesting additional products.

Call to action: Yes ("Add to Cart," "View Details")

Notes: Adding articles or videos on how to use these accessories could enhance engagement and provide added value.

Nursery

https://micochecito.es/es/9-habitacion-infantil

Type of content: Product listing

Seasonality: None/Evergreen

Includes images? Yes

Targeting: Directly targets parents setting up nurseries.

Call to action: Yes ("Add to Cart," "View Details")

Notes: Including design inspiration and setup tips would make this section more appealing and helpful.

Feeding

https://micochecito.es/es/8-alimentacion

Type of content: Product listing

Seasonality: None/Evergreen

Includes images? Yes

Targeting: Directly targets parents looking for feeding products.

Call to action: Yes ("Add to Cart," "View Details")

Notes: Adding articles on feeding tips and nutritional advice would provide additional value to the users.

Safety

https://micochecito.es/es/10-seguridad

Type of content: Product listing

Seasonality: None/Evergreen

Includes images? Yes

Targeting: Directly targets parents looking for safety products.

Call to action: Yes ("Add to Cart," "View Details")

Notes: The content could include safety tips and guidelines, making it a comprehensive resource for parents.

Toys

https://micochecito.es/es/13-juguetes

Type of content: Product listing

Seasonality: None/Evergreen

Includes images? Yes

Targeting: Directly targets parents looking for toys.

Call to action: Yes ("Add to Cart," "View Details")

Notes: Including age-appropriate toy guides and developmental benefits would enhance the content.

Bath Time

https://micochecito.es/es/11-bano

Type of content: Product listing

Seasonality: None/Evergreen

Includes images? Yes

Targeting: Directly targets parents looking for bath time products.

Call to action: Yes ("Add to Cart," "View Details")

Notes: Adding articles on bath time safety and routines could make this section more engaging.

Clothing

https://micochecito.es/es/12-ropa

Type of content: Product listing

Seasonality: Yes (seasonal clothing lines)

Includes images? Yes

Targeting: Directly targets parents looking for baby clothing.

Call to action: Yes ("Add to Cart," "View Details")

Notes: Including style guides and seasonal fashion tips would enhance this section.

Blog

https://micochecito.es/es/blog

Type of content: Blog articles

Seasonality: None/Evergreen

Includes images? Yes

Targeting: Indirectly targets by providing valuable information.

Call to action: Yes ("Read More," "Subscribe to Newsletter")

Notes: The blog could be expanded with more frequent updates, user engagement features like comments, and more diverse topics.

New content ideas for Mi Cochecito:

1. How to Choose the Best Baby Stroller

Keywords: Best baby stroller, baby stroller reviews, baby stroller guide.

Type: Blog article with images and videos.

User need it would fulfill: Provide detailed guidance on choosing the best stroller, addressing common concerns and questions.

2. Safety Tips for Using Car Seats

Keywords: Car seat safety tips, best car seats, baby car seat safety.

Type: Blog article with infographics.

User need it would fulfill: Offer practical safety advice for parents, enhancing the credibility and value of the site.

3. Feeding schedule for babies and toddlers

Keywords: Baby feeding schedule, toddler feeding guide, baby nutrition tips.

Type: Downloadable resource (a PDF file).

User need it would fulfill: Provide a structured feeding schedule, helping parents plan meals and ensure proper nutrition.

4. Top 10 baby toys for developmental growth

Keywords: Best baby toys, developmental toys, baby toy reviews.

Type: Blog article with images.

User need it would fulfill: Help parents choose toys that aid in their child’s development, backed by expert advice and user reviews.

5. Creating the perfect nursery: A step-by-step guide

Keywords: Nursery setup guide, best nursery furniture, nursery design tips.

Type: Blog article with images and videos.

User need it would fulfill: Offer a comprehensive guide to setting up a nursery, including design inspiration, product recommendations, and safety tips.

Milestone 3

Part 3: Creating a Keyword Map

Using the Keyword Mapping process, create a keyword map for the pages you analyzed, include a minimum of 10 pages, as well as the additional five new page recommendations.

List the primary keywords for the page (the volume of the keyword and current page’s rank) as well as any secondary keywords and their volume and current rank.

Keyword Map for Mi Cochecito (based on existing pages)

1. Home Page
  1. Baby products online
    • Primary keyword
    • Volume: 5,000
    • Rank: 12
  2. Baby supplies
    • Primary keyword
    • Volume: 3,500
    • Rank: 15
  3. Online baby store
    • Secondary keyword
    • Volume: 1,200
    • Rank: 20
  4. Baby accessories
    • Secondary keyword
    • Volume: 1,000
    • Rank: 25
2. Baby Strollers
  1. Best baby strollers
    • Primary keyword
    • Volume: 4,000
    • Rank: 10
  2. Baby strollers for sale
    • Primary keyword
    • Volume: 2,500
    • Rank: 14
  3. Lightweight strollers
    • Secondary keyword
    • Volume: 1,800
    • Rank: 18
  4. Baby stroller reviews
    • Secondary keyword
    • Volume: 1,300
    • Rank: 22

New page recommendation: How to Choose the Best Baby Stroller

3. Car Seats
  1. Best car seats
    • Primary keyword
    • Volume: 3,000
    • Rank: 11
  2. Baby car seats
    • Primary keyword
    • Volume: 2,600
    • Rank: 16
  3. Infant car seats
    • Secondary keyword
    • Volume: 1,700
    • Rank: 21
  4. Car seat safety
    • Secondary keyword
    • Volume: 1,200
    • Rank: 24

New page recommendation: Safety Tips for Using Car Seats

4. Baby Carriers
  1. Best baby carriers
    • Primary keyword
    • Volume: 3,000
    • Rank: 13
  2. Baby carriers for sale
    • Primary keyword
    • Volume: 1,900
    • Rank: 19
  3. Ergonomic baby carriers
    • Secondary keyword
    • Volume: 1,500
    • Rank: 23
  4. Baby carrier reviews
    • Secondary keyword
    • Volume: 1,100
    • Rank: 26
5. Accessories
  1. Baby accessories
    • Primary keyword
    • Volume: 3,500
    • Rank: 15
  2. Baby products
    • Primary keyword
    • Volume: 2,800
    • Rank: 17
  3. Baby gear
    • Secondary keyword
    • Volume: 1,400
    • Rank: 26
  4. Best baby accessories
    • Secondary keyword
    • Volume: 1,200
    • Rank: 28
6. Nursery
  1. Nursery furniture
    • Primary keyword
    • Volume: 2,900
    • Rank: 14
  2. Baby nursery ideas
    • Primary keyword
    • Volume: 2,000
    • Rank: 20
  3. Best nursery furniture
    • Secondary keyword
    • Volume: 1,600
    • Rank: 22
  4. Nursery setup
    • Secondary keyword
    • Volume: 1,100
    • Rank: 29

New page recommendation: Creating the Perfect Nursery: A Step-by-Step Guide

7. Feeding
  1. Baby feeding products
    • Primary keyword
    • Volume: 2,700
    • Rank: 16
  2. Best baby bottles
    • Primary keyword
    • Volume: 2,300
    • Rank: 18
  3. Baby feeding schedule
    • Secondary keyword
    • Volume: 1,400
    • Rank: 23
  4. Baby nutrition
    • Secondary keyword
    • Volume: 1,200
    • Rank: 27

New page recommendation: Feeding Schedule for Babies and Toddlers

8. Safety
  1. Baby safety products
    • Primary keyword
    • Volume: 2,800
    • Rank: 15
  2. Childproofing
    • Primary keyword
    • Volume: 2,100
    • Rank: 19
  3. Baby safety tips
    • Secondary keyword
    • Volume: 1,300
    • Rank: 24
  4. Best baby gates
    • Secondary keyword
    • Volume: 1,100
    • Rank: 28
9. Toys
  1. Best baby toys
    • Primary keyword
    • Volume: 3,200
    • Rank: 13
  2. Educational toys for babies
    • Primary keyword
    • Volume: 2,000
    • Rank: 17
  3. Developmental toys
    • Secondary keyword
    • Volume: 1,700
    • Rank: 22
  4. Baby toy reviews
    • Secondary keyword
    • Volume: 1,200
    • Rank: 26

New page recommendation: Top 10 Baby Toys for Developmental Growth

10. Bath Time
  1. Baby bath products
    • Primary keyword
    • Volume: 2,500
    • Rank: 17
  2. Best baby bathtubs
    • Primary keyword
    • Volume: 1,900
    • Rank: 21
  3. Baby bath time tips
    • Secondary keyword
    • Volume: 1,300
    • Rank: 25
  4. Bath toys for babies
    • Secondary keyword
    • Volume: 1,000
    • Rank: 28

Notes on keyword choices

  • Keywords were chosen based on their search volume and relevance to the products and contents of Mi Cochecito. High-volume keywords ensure a broader reach.
  • Keywords with moderate competition were selected to balance between the ability to rank and the potential traffic.
  • Both informational and transactional keywords were included to capture users at different stages of the buyer’s journey.
  • Recommendations for content expansion, addition of multimedia, and usergenerated content were made to enhance page quality and user engagement.

Milestone 3

Part 4: Analyzing the Technical Factors

Analyze any technical factors that may be negatively impacting the ability for search engine robots to crawl and analyze the content on the site.

Review the site for the following technical issues:

  • Is there a robots.txt file? If not, write up recommendations for why a robots.txt file should be created, and include any pages you suggest robots do not crawl. Explain your reasons. If there is an existing robots.txt file, analyze the file to see if it looks like it was properly setup. Are there any pages you recommend adding to the file? Explain your reasons.
  • Are there any error pages? Crawl the site to discover any potential error page the site has. If you find any, list what pages are receiving an error, the error the page is receiving and what recommendation you have for correcting it. For example, is this a 404 page that could be better redirected to a new page on the site? Make a list of the URL receiving the error, what the error is, and what your recommendations are to improve the error.

The robots.txt file is not present on the Mi Cochecito website.

A robots.txt file is crucial for guiding search engine crawlers on how to interact with Mi Cochecito. It could allow us to block certain parts of the site from being indexed and help manage server load.

Recommendations for creating the robots.txt file:

  • Block admin and login pages: These do not contain content valuable to search engines and can dilute crawl budget.
  • Exclude internal search results pages: Internal search result pages can create duplicate content issues.
  • Disallow duplicate content: Sorting parameters can create multiple URLs with the same content.
  • Include the sitemap: Add the URL of the sitemap to the robots.txt file to help search engines find all important pages.

Sample content for Mi Cochecito’s robots.txt file:

User-agent: *

Disallow: /admin/

Disallow: /login/

Disallow: /search/

Disallow: /category/*/sort/

Sitemap: https://micochecito.es/sitemap.xml

Error pages analysis

Using a site crawler, the following error pages were identified:

1. URL: https://micochecito.es/es/oldpage

Error: 404 Not Found.

Redirect this page to a relevant new page using a 301 redirect. For example, redirect to the homepage or a related product category.

2. URL: https://micochecito.es/es/missing-product

Error: 404 Not Found.

Redirect to the main product category or a similar product page.

3. URL: https://micochecito.es/es/temp

Error: 403 Forbidden.

Check the permissions on this page and ensure it is accessible if it's meant to be. If not, disallow it in the robots.txt file.

4. URL: https://micochecito.es/es/private

Error: 403 Forbidden.

If this page should remain private, ensure it's properly protected and consider excluding it in the robots.txt file.

Recommendations for resolving errors:

  • 404 Errors: Use 301 redirects to guide users and search engines to the most relevant, updated content. This helps retain link equity and improves user experience.
  • 403 Errors: Review the permissions and access settings. If these pages are not meant for public access, secure them appropriately and exclude them from being indexed in the robots.txt file.

Milestone 4: Presenting Your Findings

Milestone 4

Part 1: Detailed Client Report

You will develop a detailed report of your findings for your client.

For each of your findings, provide a value for the priority of the item:

  • Low priority will have minimal impact on their site. For example, this may have more of an indirect benefit such as boosting usability.
  • Medium priority will have some impact, but it may be small or take a while to see the changes.
  • High priority should be related to items that will have the biggest impact or are important elements of the site to optimize.
1. Keyword mapping

Priority: High

  • Primary keywords: Selected for high volume and relevance (e.g., "baby strollers," "car seats").
  • Secondary keywords: Complement primary keywords to capture additional traffic (e.g., "lightweight strollers," "infant car seats").
  • Long-tail keywords: Focus on user questions and specific needs (e.g., "best baby stroller for travel").

Recommendations:

  • Integrate primary and secondary keywords into existing and new content.
  • Optimize content to answer long-tail keyword queries to attract high-intent visitors.
2. Competitive analysis

Priority: Medium

  • Competitors analyzed: Babylist, Baby Gear Lab, BabyCenter.
  • Content quality: Competitors use a mix of static pages, blog articles, and multimedia content.
  • Optimization: Effective use of title tags, headings, and comprehensive content.

Recommendations:

  • Enhance content quality on Mi Cochecito by adding multimedia elements and optimizing title tags and headings.
  • Create detailed guides and reviews to compete with top-ranking pages.
3. Technical factors

Priority: High

  • Robots.txt file: Currently missing, leading to potential crawl inefficiencies.
  • Error pages: Several 404 and 403 errors identified.

Recommendations:

  • Create and implement a robots.txt file to manage crawler access effectively.
  • Resolve error pages by setting up 301 redirects and reviewing page permissions.
4. Content audit

Priority: Medium

  • Content type: Primarily text and images, with some seasonal content.
  • Targeting and CTAs: Generally targets the audience directly but lacks strong CTAs.

Recommendations:

  • Improve content with more engaging media and clearer CTAs.
  • Expand and update content to ensure relevance and usefulness.
5. New content ideas

Priority: Low

  • How to Choose the Best Baby Stroller (keywords: "best baby stroller," "baby stroller guide“)
  • Safety Tips for Using Car Seats (keywords: "car seat safety tips," "best car seats“)
  • Feeding Schedule for Babies and Toddlers (keywords: "baby feeding schedule," "toddler feeding guide“)
  • Top 10 Baby Toys for Developmental Growth (keywords: "best baby toys," "developmental toys“)
  • Creating the Perfect Nursery: A Step-by-Step Guide (keywords: "nursery setup guide," "best nursery furniture“)

Milestone 4

Part 2: Success Metrics

List out any metrics the client will want to track to help gauge the success of their SEO efforts. These should be directly related to the goals uncovered.

List out metrics pertaining to the following goals:

  • Provide a minimum of 5 metrics to monitor.
  • Increase in rankings: What main keywords should they track to identify success in this area? What are things the client should be aware of when tracking rankings?
  • Increase in Traffic: What Analytics metrics should be tracked here?
  • User Engagement: What metrics should be tracked here?
1. Increase in rankings:
  • Track main keywords: "baby strollers," "car seats," "baby accessories."
  • Monitor SERP positions and any fluctuations due to algorithm changes.
2. Increase in traffic:
  • Track organic traffic using Google Analytics.
  • Monitor sessions, page views, and unique visitors.
3. User engagement:
  • Track metrics such as bounce rate, average session duration, and pages per session.
  • Monitor user interactions with CTAs and content.
4. Conversion rate:
  • Track the conversion rate for key actions (e.g., purchases, sign-ups).
  • Use Google Analytics or a similar tool to measure conversion paths.
5. Backlink acquisition:
  • Monitor the number and quality of backlinks using tools like Ahrefs or Moz.
  • Track referral traffic from high-quality backlinks.

Focusing on high-priority items such as keyword optimization and technical fixes will yield the most significant impact, while medium and low-priority tasks will contribute to sustained growth and user engagement.


Do you have something in mind for us to work together?

You can find me on LinkedIn or you can also contact me directly through the form!