Case Study:

‘Google Analytics Report for Kalma Digital Marketing Agency’

Task: Writing an article for Kalma Agency’s website using Google Analytics tools
to gain relevance on Google Search Engine.

Link to post:

https://kalmamarketing.weebly.com/blog/why-are-reviews-so-important

SEO Keyword Research

The internet is full of articles. How would the Google Algorithm differentiate which
posts should be ranked in the first place? The key is in conducting a good SEO Keyword
Research. In this case, we have selected two main tools to conduct the research,
Ubersuggest and Surfer SEO.

Ubersuggest:

Since our Digital Agency is focused on the wellness industry, a general search was
made to see how the keyword “wellness industry” is ranked. It turned out that the keyword
has a low search volume of only 10, and a cost per click (CPC) of 0€, which may indicate
this keyword unpopular and ineffective.

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 A more broader search showed better results. The keyword “wellness” showed a
search volume of 1,300 and a CPC of 1,31€. The word “wellness” as a noun is definitely
a better option.

The tool also gives a list of keyword ideas, in this case the result was the
following:

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 If we wanted to focus the article on promoting services in Ireland, the last option
“wellness retreats Ireland” would have been recommended, however, this article will focus
mainly on Reviews and SEO.

Continuing with the research, the word “review” as it is the main focus of the article
was researched individually, showing good results, search volume 3,600 and a CPC of
0,77€ which can be affordable depending on the budget.

The other strong component of the article’s content is the word “SEO”, which was
also researched individually, this keyword showed good results, search volume of 2,900
however the CPC is elevated, 16,37€, which makes it a less effective option. Since we
are not having a paid search strategy for this report, we are going to ignore the cost of

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this keyword and include it in the article, as it serves as a good example of an strong
keyword.

Blog Post and Optimization

In the case of Surfer SEO, the tool allows to see the performance of a post when
selecting areas of the text as H1 and H2 headings. Working with headings is a good way
to better position the post as the keywords on the headings can work as SEO triggers.
When some headlines on the text were set as H2, the efficiency of the text went from
16% to 40%.

Example of headings:

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Initial content score of 14%

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 The tool also offers a list of different keyworks that are recommended in order of
efficiency. Some of these keyword were included in the text in order to increase the
content score.

Main changes:

1) Including the words “Reviews” and “SEO” on the title. New title is “Why Are
Reviews Important for your SEO?”.

2) Setting the following headlines in the text as headings H2:

• Reviews are important in the buyers journey

• Reviews help improve Search Engines Optimization
• Reviews generate trust in the wellness sector
• Customer reviews
• Fake reviews
• Reviews made by influencers

3) Including some of the keyword recommendations on the body of the text.

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 Example:

• Wellness
• Search Engines
• Search Engine Optimization
• Reviews
• Websites
• Quality
• World
• Visibility
• Good SEO

SEO Audit

Alongside the Keyword Research, a complete SEO Audit was made about this
particular blog post utilising the tool My Site Auditor. The blog was scored in 58, which
is not sufficiently high, next we are going to breakdown the audit and illustrate it with
references from My Site Auditor.

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 The tool showed that the speed of the website is 1.73 seconds, kilobytes 1550.15
and requests 22. Although the tool shows the results in green suggesting that it is positive,
a website post with a speed of 1.73 seconds is quite slow, and the amount 1550.15
kilobytes tells that the website post is quite heavy as well.

The next section of the audit shows that the post is “SEO friendly”, possibly
because of the use of hyphens in the URL, which makes it easier for the bot to read it;
then no exact keywords were found on the URL, this is because the keyword researched
was “review” whereas the title contains the word “reviews” in plural; another important
factor is that the page is close enough to top-level domain.

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 Regarding the length of title, the audit shows that it contains less than 70 words,
this is very positive and convenient in terms of SEO and crawling; however, heading tags
are missing, the explanation for this is that at the moment the post was published on
Weebly, the heading tags were not activated, therefore, the page was scored down as no
exact keywords were found on headings simply because headings were not activated.

The tool also makes a few recommendations, such as extending the length of the
post to around 2.000 words (current length is 1,044); also, it is recommended to only use
exact keywords at least 2-4 times, and also, adding those keywords to the first 100 words,
which are usually the words that are used as introduction or heading 2; and finally, the
tool recommends adding the exact keyword to the anchor text.

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 After amending the text and making all the corrections recommended by the tool,
it is expected that the score will go up from 58 to a higher number. However, the scoring
will also depends on the keywords selected to make the audit. In this case, both words
“review” and “SEO” were chosen as the words are present in the title, nevertheless, other
keywords can be used for the purpose of this exercise and it is possible other alternatives
may show better results.

Bibliography

Odd Dog Media. 2021. 3 Reasons Why Buying Google Reviews Hurts Your Business.
[online] Available at: <https://odd.dog/advice/buying-google-reviews-hurts-your-
business/> [Accessed 24 November 2021].

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Pesce, N., 2021. This is exactly how many reviews it takes to get someone to buy
something. [online] MarketWatch. Available at:
<https://www.marketwatch.com/story/this-is-exactly-how-many-reviews-it-takes-to-get-
someone-to-buy-something-2017-08-22-12883123> [Accessed 24 November 2021].

ReviewTrackers. 2021. Should You Buy Google Reviews? The Answer May Surprise
You. [online] Available at: <https://www.reviewtrackers.com/blog/buy-google-reviews/>
[Accessed 24 November 2021].

The Verge. 2021. Why the future of work is the future of travel, with Airbnb CEO Brian
Chesky. [online] Available at: <https://www.theverge.com/22783422/airbnb-pandemic-
ceo-brian-chesky-interview-travel-decoder-podcast> [Accessed 24 November 2021].

Appendices

Why Are Reviews Important for your SEO?

We know that the first thing you do when you want to buy something online is to
check the opinions of other consumers. Why? Because humans trust other humans.

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“People are more likely to trust a complete stranger because they see that reviewer as a
peer, like they’re in it together.” (Pesce, 2021).

In fact, the power of reviews is sometimes much more powerful than product
descriptions and photographs. This information, generated directly by users and
customers, has become a guarantee of confidence for all those interested in the purchase
of products or the acquisition of services.

There is a word that keeps gaining popularity within the Digital Marketing world,
trust. Users need to feel that the services or products they are about to purchase are
trustworthy, their data is protected and their money can be trusted to third parties. This
means that companies have to make big efforts to persuade their customers and users
that what they offer is safe and can be trusted; thus, the million dollar question here is,
how can you convince someone you don’t know, on the other side of a black screen, that
your product is legit and safe?
The magic answer is reviews.

Reviews are important in the buyers journey

Particularly in the Wellness sector, reviews are decisive factor in the buyers
journey because they encourage loyalty and conversion in the buying process. More than
80% of consumers find in the reviews a personal recommendation, which can help you
decide on a particular product or service. Therefore, including comments, opinions or
reviews in the digital marketing strategy is what makes good SEO which increases the
degree of consumer confidence.

Reviews help improve Search Engines Optimization

How many times have you seen user reviews on a website? These
recommendations have a positive effect on brands. They not only retain consumers by

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providing helpful information, but also positively affect organic search results on Google,
which rewards websites with positive reviews. Don't forget that the Google algorithm
absolutely love good reviews.

Reviews generate trust in the wellness sector

This is the case of brands such as Airbnb. The entire Airbnb system is built in the
trust generated by the reviews that guests and hosts write about each other after a
reservation has ended. Airbnb offer many Airbnb Experiences focusing on wellness,
customers usually search for meditation classes, spa services, luxurious hotels, and even
online experiences about tarot reading and astrology (among other services).

These services require 100% trust, as they must comply with high standards of
god quality, cleanliness, customer service, and secrecy, even in the cases of more
“spiritual” experiences where personal information can be shared. Airbnb CEO Brian
Chesky explained that the company “redesigned a system of trust where the reviews are
the equivalent of a public trust ledger, essentially”. (Why the future of work is the future
of travel, with Airbnb CEO Brian Chesky, 2021).

Are all reviews the same?

The answer is no. There are different types of reviews, and they go from the more
classic example such as the ones that are made by a user through a comment on a blog
or social network, to those made strategically and premeditated.

Here we are going to expand on both.

Customer reviews

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 Customer or consumer reviews help hesitant users to know if a product is good or
not. These reviews are made on a voluntary basis and can be good or bad; positive
reviews are the result of a good shopping experience that depends on many factors
(product or service quality, customer service, speed of delivery, etc); on the other hand,
negative reviews relate to unpleasant experiences, disagreements or errors where the
user seeks to expose a product/service or brand. These types of opinions are very
common and sometimes difficult to manage, but you can find a new opportunity to help a
customer by answering them correctly.

Fake reviews

Not all the reviews on the internet are real. Some of the reviews that you see on
websites, and social media profiles can be bought, especially the reviews posted on
Google Search. In fact, buying reviews is quite easy, all you have to do is typing on
Google Search “buy reviews”, and you will kind thousands of sites offering to help you
“boost your rating” or “bury those negative reviews” (3 Reasons Why Buying Google
Reviews Hurts Your Business, 2021).

However, it doesn’t matter how easy and even convenient may seem buying fake
reviews, it is never advisable as the probabilities those reviews affect the brand or
business are considerably high; Google has made it very clear that posting fake reviews
on Google listing goes against their Terms of Service. “Unlike a review site like Yelp,
which slaps consumer alerts on businesses that have fake Yelp reviews, Google can
actually take down the entire listing of the violating business, based on the Google review
policy.” (Should You Buy Google Reviews? The Answer May Surprise You, 2021). This
means that you can go from having great visibility to having no visibility at all.

Reviews made by influencers

Influencers are still a key piece in the great puzzle of digital marketing. Involving
people with some degree of influence on the internet, allows to increase the reach of a

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product, service or brand. An influencer or a relevant personality is part of a campaign by
reviewing their experience with the product will help to give visibility to it, get new followers
and customers and create new opinions.

Reviews can be found everywhere on the world wide web. More specifically, there
are some popular platforms where customers can leave their reviews; the most used
worldwide is TripAdvisor, a website that allows you to search for reviews of hotels,
restaurants and travel in general; it's followed by sites like Google and Ekomi. Lastly, we
can find reviews on each brand's own social networks, where more and more users are
looking to share their experience.

It doesn’t matter where the reviews are found, the most important thing is that the
evaluations made are made voluntarily by users after having lived a certain experience.
Reviews are not mandatory, but the benefits are tremendous and they should be
considered as a key piece of your digital marketing strategy.

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