How to create a modern website for people interested in tiles for an apartment, house or office? Find out from our website implementation case study for the leading ceramic and stoneware producer – Ceramika Paradyż. The primary project goals involved creating an SEO-optimized website with excellent UX.

 

The goal – to build an aesthetic and well-optimised website for everyone

The client’s goal was to build a modern website that would meet the requirements of diversified user groups and would be easily reached, especially from Google search engine. A website that would not only be intuitive but also easily found online. MakoLab SEO, UX and development specialists employed their best skills and knowledge to perfectly meet the challenge.

 

Research first

For the new website to meet its user requirements and help to achieve their goals, we started by conducting workshops. We spent a lot of time working with the client to get to know their needs and expectations. We established that Ceramika Paradyż’s customers are divided into several subgroups that correspond to different stages of “customer journey.” Some do not know what they need yet, so they should be given inspirations that would allow them to choose the appropriate style. The second group is those who have specific aesthetic requirements. They need to quickly look through the collections catalogue to find products that would allow them to decorate the room according to their idea. Another group is those who choose the tiles more technically. Instead of collections and inspirations, they want to be able to find individual products with very precisely defined parameters – shapes, dimensions, type of surface finish or with adequate slip resistance.

A separate group – that looks for products according to specific keys are professionals responsible for the implementation of significant investments: swimming pools, medical or industrial facilities. They had a dedicated section created, where they can look for products that can be used in public facilities and must meet specific standards.

We worked closely with the client. We had the opportunity to learn the perspective of both people responsible for sales and marketing, as well as technologists who know each product technical detail. We did a lot of work refining sets of tool filters and page templates that are tailored to each of the user groups defined during the workshop.

For the users starting their search, we designed an easily-searched catalogue of inspirations. Besides, they can use the ‘tips and hints’ blog section, check the nearest salons and stores where the tiles can be viewed and bought. Others have the option of browsing the catalogue of products grouped in collections or filter products according to the set of features defined. Professionals have their dedicated website section where filters and products presentation were adapted to their expectations.

The whole concept took the form of an interactive prototype that has been tested on users. People with a diversified degree of advancement were selected for the test – from DIY-makers planning their home renovation, through those who work professionally from the executive or design side to developer representatives. Importantly, the prototype was fully interactive and complete. There were no “blind corners” – during testing, the users could freely navigate the mock-up of the future service – both on desktop computers and on mobile devices. Thanks to this, we didn’t have to guess anything – the conclusions were precise, and we could use them to optimise UX even better in the final project.

The final visual style of the project that we proposed is subordinate to the primary task – the best possible display of products. That is why it is neutral in colour and economical in form. Thanks to this, it is legible, transparent, and timeless. This design makes it easier for users to search for information and products.

Search engine optimisation – challenges

The construction of the new website also means new possibilities for search engine optimization. The then version of the corporate website had limitations that significantly hampered the implementation of changes allowing further visibility building in search results.

Ceramika Paradyż had already been the industry leader at the time and occupied very good positions for general and widespread key phrases (“bathroom tiles”, “living room tiles”, “technical gres”), or the names of tiles (“arkesia paradyż”, “tamoe paradyż” “), and other niche support phrases.

Despite the good situation, strong brand, and relatively high (though not always stable) SEO visibility, organic traffic reaching the website showed a downward trend. The content of the corporate website often overlapped and cannibalized the content present on sklep.paradyz.com, as well as the content from various sections on the same website. The possibilities of technical and content optimization (and adding new content) were significantly limited and often required the developer to be engaged in even simple tasks.

Our goals when building the new website were:

  • ensuring proper technical and content optimization of the website
  • providing the client with tools that allow easy extension and optimization of content, as well as easy management of basic technical aspects of SEO (canonical links, meta robots, generating sitemaps, etc.) without the need for the developers to be involved in order to achieve the following business goals:
  • building website visibility and strengthening the brand’s position as an industry leader
  • stop the downward trend in organic traffic and increase its value

What was our approach applied for SEO activities

Paradyz.com website of that time performed well in terms of visibility and organic traffic (even despite the downward trend in organic traffic mentioned earlier). So we started by analyzing the situation to preserve the elements that work, remove or repair those that do not work, and expand the new site with functionalities that will increase visibility and visits from organic search results.

The SEO specialist was present while working on the new website from the beginning of the project. Thanks to this, we were able to ensure the correct technical optimization at the stage of the website construction and reduce the time for implementation corrections – often consumed when the process of technical optimization is incorrectly started after the website release.

Some of the decisions made could harm the website SEO. For example, handling inelegant parameters in website URLs would mean that search engine robots would have to crawl hundreds of addresses with similar or identical content, waste “crawl budget” and index URLs unsuitable for the users using the Internet search engine. Despite the fact that such addresses are still available on the website, the proper use of canonical links and “nofollow” parameters in internal links leading to problematic addresses, we were able to ensure the correct indexation of the website.

When it comes to the aspects of content optimization, we decided to transfer it in the form in which it existed on the site at the time. The pieces of content worked well, and we wanted to reduce the risk of organic traffic decrease after migration to the new version of the website. After migration, we followed the results of the work and the Google site results and systematically recommended changes regarding content optimization. Based on the keyword analysis, we built new meta-content that allowed us to display new keyword phrases for current category pages.

New category pages

New tools in CMS enabled easy creation of the new website subpages (e.g., for categories). This allowed the creation of content for new keywords related to Ceramika Paradyż’s offer, and as a result – a better landing page match to the user queries, better positions for key phrases and acquiring position for the new phrases, and the increasing visibility of the website SEO.

The optimization and development of Blog, Inspirations and other content

The optimization of the Blog and the existing entries, as well as creation of new entries and pages of Inspirations based on the recommendations sent (supported by the analysis of phrases) allowed the website to be displayed for even wider groups of key phrases related to the website’s offer. Thanks to this content, we can reach users who are still at the stage of searching for ideas and inspiration for the style and interior of a given room, but may not yet know if (and what) tiles will be suitable for them.

After reading the article or watching a given inspiration, the user can easily go to the page of a specific collection or individual tiles, and then find a salon where they are available (or order them online).

The adopted SEO strategy allows targeting the users at various stages of the shopping funnel – from searching for inspiration or an idea to renovate a given room, to choosing a specific collection (and deeper – specific tiles).

The development of the site is an ongoing work – we are aware that the work is not finished yet (both in technical terms and content development) and together with the client we systematically head towards better and better site optimization.

SEO Results

The adopted strategy allowed us to meet the goals set at the beginning of the project.

Note: the decrease in visibility shown on the orange graph (Ahrefs) on the right side of the graph is most likely a bug in the tool. Around this time, Google changed the markup of HTML search results, and the tool could not recognize “Image Packs”. After adjusting the tool to the changes, visibility returned to the correct level display.

The work on the website is a continuous process, hence new errors may appear, which we eliminate on an ongoing basis. We have been constantly implementing optimization changes and corrections.

Increased visibility in Top 3 and Top 10 Senuto and Ahrefs (the red arrow indicates the migration time to the new version of the website)

Data from Ahrefs.com:

Data from Senuto:

SEO visibility after migration – Paradyz.com vs competition

Paradyz.com after migration – Paradyz.com vs competition (position increase – linear trend)

Źródło: AhrefsSenuto 

Increase in the website organic traffic (August 2019 vs August 2018)

Increased SEO visibility (TOP3, TOP10) of Ceramika Paradyż interior design blog

Increase organic blog traffic (August 2019 to August 2018)

In the course of our cooperation, all the goals set at the beginning of the project were achieved. We see further potential in the development of the website and its further optimization (the website is constantly developed and requires constant SEO monitoring and support), which we are constantly working on together with the client.

See Ceramika Paradyż website.

Do you need a new website optimized for search engines? Contact us!



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Authors:

Sebastian Baliński

Krzysztof Lewiński

Maciej Miłanowski

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