Case Study: PropertyGuru

Singapore Property  Property for Sale Rent  Singapore Real Estate   PropertyGuru

Previous Case Studies:

As I wrote before, PropertyGuru is quite aggressive with their SEO. They are absolutely killing it on the SEO play. Top 3 landing pages for a long tail keyword.

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Still, even a big established company like them can still yield improvements.

1. Responsive Email Templates

I check my mail from my phone alot. From direct observation, I know most working professionals do as well. In fact, according to this study, mobile devices drive 66% of email opens. So it’s important to have an email template the reads well both on the desktop and on mobile. In this area, ProperyGuru can be doing better.

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Contrast this with Quora, a site that is also heavy on content. Their font size and layout is much more readable compared to PropertyGuru.
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This brings me to the next point.

2. Bigger Font Size Please!

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Font size 11 is really unacceptable in this day and age of modern web design. AS mentioned by Smashing Magazine, font size 16 is the way to go.

Ok, 16 might be a bit big but you get the idea.

I think this is testament to how important a problem PropertyGuru is solving in the real estate market.

3. Better Content

PropertyGuru is sitting pretty at the top. They are flushed with cash and doing very well on SEO. They have the resources to create better content but they don’t. Instead they rely on all these thin content pages for some of their long tail keyword content.

Singapore Condo Guides   Condo For Sale  Condo For Rent   Property Guru

Advantages Of Living In A Condominium   Singapore Condo  Property Guides   Property Guru

If they want to cement their position at the top, they need to be producing much higher quality content. Shopify is very good at this. They have what they call “Ecommerce University” that constantly produces very high quality content for their users. They have completely own this knowledge domain and made it easily accessible to their users.

Ecommerce Training  Ebooks  Videos   Guides That Teach You to Sell Online    Ecommerce University

If I were PropertyGuru, I would come up with guides like:

1) The Ultimate Guide to Renting a Place as an Expat in Singapore
2) The Ultimate Guide to Buying Your First Home
3) The Ultimate Guide to Buying A Condo

The list goes on. So much opportunity here for large gains. But speaking of content…

4. Sponsored Content

This is a very slippery slope they are going down. Feels like a decision that came straight from the Chief of Monetisation.

How To Choose Flooring Tiles For Your HDB BTO Flat    Propertyguru

6 ways to beautify your boring balcony   Propertyguru

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As any SEO will know, Google takes a stern view on sponsored “dofollow” content. You can get away with this for a while if you’re a “brand” but still, a dangerous game to play.

Cast Study: Blogwith.co

Blogwith Evernote  Simplenote   Onenote

Previous Case Studies:

I’ve been asked by Bosslee.co to do a break of blogwith.co. So here are 5 improvements that can be done immediately.

1. Bigger Call-to-action (CTA)

The main action seems to the Connect Evernote button. This button should be much much more prominent. Right now it’s getting dwarfed by the words above which brings me to the 2nd point

Very clear call to action by Constant Contact

Effective Email Marketing   Constant Contact

2. USP needs fine tuning.

I’m not entirely sure what blogwith does. I can hazard a guess but that’s a copy fail on the landing page. Also, the white text on white notebook background doesn’t provide good contrast.

Here, the USP for Kissmetrics is clearly defined in a short sentence.
KISSmetrics Customer Intelligence   Web Analytics

3. Keywords not present

What must the user type into Google to find the web application? If there isn’t any search volume to indicate either a informational, navigational or transactional interest, then it either means your product mind blowingingly original or that there’s no need for it. In some cases, it could well be that SEO isn’t a good channel for your product. For example, inspirational sites such as Pinterest and Polyvore do not lend themselves to “utility” based search phrases that makes them discoverable. So what does a user need to type to find blogwith.co? This should also be taken into consideration when crafting your USP statement on the homepage.

4. Examples

When you’re selling a technical service, you absolutely have to explain how it works. Be it in the form of a video or using images. The best way to explain the product in most cases is through a demo.

For a long time, Dropbox’s homepage featured a video that explained what their service does.

5. Social Proof

Social proof can help increase the conversion rate of your landing pages. What if you’re a new company and you don’t have any? Fake it. Fake the testimonials. Fake the number of integrations. Fake the number of downloads. It then (hopefully) becomes a self-fulfilling prophecy.

Social proof present below the fold at Zapier’s homepage.

The best apps. Better together.   Zapier

There are other things that can be tided up such as: missing meta descriptions, missing sitemap, ugly 404 pages. But the most important aspects for an MVP is to communicate clearly what the product/service does. Failing which, everything else is simply excess.

Case Study: Viki

Screen Shot 2015-03-06 at 12.55.29 pm

So, I’m going through product improvements for various companies in Singapore. Today is Viki.com

Previous Case Studies:

1. Google + Business Page

If you do it right, it should look like this

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Instead, Viki SERPs looks like this.Screen Shot 2015-03-06 at 12.51.40 pm

2. Video Descriptions

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The video above is from Youtube. It contains meta information about the video including title and description. The Viki video doesn’t give anything away. Overlaying some information such as the title and video description and number of views could aid in improving play rates and ultimately higher CTR.

3. Img Tags

Using the channel landing page, a very important page, as an example, http://www.viki.com/tv/25563c-mischievous-kiss-2-love-in-tokyo

<img style=”float: left; height: 384px; width: 538px;” src=”http://0.viki.io/d/25563c/a3a52fccc9.jpg&#8221; alt=”” />

Can be re-written as

<img style=”float: left; height: 384px; width: 538px;” src=”http://0.viki.io/d/25563c/channel-name-a3a52fccc9.jpg&#8221; alt=”channel-name” />

4. Site Maps

This is the recommended format for a video sitemap

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This is Viki’s current video sitemap

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I would also probably restructure the sitemaps into major categories such as: channels, artists, videos etc.

5. Better Landing Pages for Long Tail Terms

Viki is on the right track targeting long tailed key terms like OST. An example of this would be the search term “Dream High OST”. But their landing pages leaves much to be desired. It’s not relevant to what the user is searching for. Given that bounce rate is highly rumoured to be a ranking factor in determining the quality score for Adwords, I would have thought the same would apply for organic search results as well.

Dream High OST   Watch Full Episodes Free   Korea   TV Shows   Viki

The user is not able to achieve what he wants to do — that is listen to the OST of the series. It’ll be even better to have a list of opening and ending songs for each season if it differs. This is quite common in anime.

While I’m at it, I would also build up landing pages targeting lyrics like “Dream High Series Lyrics” or “Dream High OST Lyrics” which as you might have guessed, has the lyrics. BONUS: have downloadable ring tones as an extra avenue of monetization.

Case Study: Lazada.sg

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Previously, I wrote about Propertyguru’s SEO “hack”. Today, I’ll share with you on how I think lazada.sg can improve their SEO. I will be doing an SEO breakdown for various web companies in Singapore in the coming days. So here are 4 immediate actionable items Lazada can be doing to improve their product right now.

1) Better written meta descriptions

Each landing page should have a very customised and bespoke meta description. While this doesn’t aid directly in SEO, it does contribute to a better CTR%.

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For example, this can be re-written as

Razer – For Gamers. By Gamers. – Lazada.sg
Razer is the world leader in high-performance gaming hardware, software and systems. We live by our motto: For Gamers. By Gamers. Shop Razer and other Gaming brands at Lazada.sg

Obviously, there are a lot of landing pages to rewrite, I would write a script to scrape the title and meta description for each of the brands as seeding content and then hire a copy writer to tweak it from there.

2) Products Not Indexed

I had a search through google for some of the products but couldn’t find some. Like this product: http://www.lazada.sg/mnster-smoothie-blender-with-2-bottles-115738.html?mp=1 doesn’t show up in SERPs. 

site www.lazada.sg münster smoothie blender with 2 bottles   Google Search

 Then I realise the robots tag the product page has    <meta name=”robots” content=”noindex,follow” />. This basically tells Google not to index the page. Which is odd. This also probably explains why lazada.sg only has 30,000 pages indexed.

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The strange thing is that some product pages have it as <meta name=”robots” content=”index,follow” />. 

Upon closer examination however, I realised that the products with promo rates are not indexed whereas the products with full rates are indexed. For example. this Crucial SSD is full priced and indexed http://www.lazada.sg/crucial-mx100-256gb-ssd-32587.html.

So I’m guessing Lazada Singapore is not adhering to the price list given by their distributors and wants to stay off the radar? But I also found products that are on promo with indexed tags. Odd. Could this simply be a bug?

3) Lack of schema tags on product pages

They can include extra meta tags such that the product pages show more meta information in SERPs. Including snippets like these:

<meta itemprop=”price” content=”5.90”>
<meta itemprop=”priceCurrency” content=”SGD”>
<link itemprop=”availability” href=”http://schema.org/InStock”>

Will then show up like this

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4) Resizing Images

Page load speed is a ranking factor. Easy win here. Just follow the recommendations at Google Pagespeed.

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Credits

Thanks Lean Metrics for bouncing of ideas for point #2.

Dashboards for Google Analytics

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Found this awesome post from moz.com on dashboards for Google Analytics.

Check it out here: http://moz.com/blog/favorite-analytics-dashboards-whiteboard-friday.

One of my favourite metrics is looking at device category for your conversions. You’ll be surprised to find the number of mobile users actually buying things on your site. Given that we probably spend 95% of the work day looking at the desktop version, this is a timely reminder to always be thinking about how the site looks and feel in mobile too.

WordPress Setup

This is a WIP post

WordPress

  • Permalinks URL structure
    • Custom structure /blog/%postname%/
    • Category base blog/category
    • Tag base blog/tag
  • Run the site through Google page speed analyzer
  • Favicon
  • Logo
  • Update the Shop page title using WordPress SEO by Yoast. SEO -> Titles & Meta -> Post Types -> Custom Post Type Archives
  • Install Wp-Optimize
  • Install W3TC
  • Install Autoptimize
  • Update Site title, email. Settings -> General

Woocommerce

  • Base selling location
  • Currency type
  • Notification email. Woocommerce -> Products -> Inventory

Analytics

  • Google analytics tracking code. Include demographic tracking snippet
  • Submit site to Google webmaster and Bing webmaster
  • Set up Goal conversion
  • Associate Google Analytics account with Google webmaster site
  • Insert Facebook conversion tracking pixel

SEO

  • Install WordPress SEO by Yoast

Social

  • Link site to G+ local business
  • Create Google authorship association
  • Link site to Facebook
  • Post all products to Pinterest
  • Post all blog posts to Google +
  • Post all blog posts to Twitter
  • Post all blog posts to Facebook
  • Create instagram

Images

  • Install EWWW
  • Check image size is correct.
    • Woocommerce -> Products -> Product Image Sizes
    • You will need to install Regenerate Thumbnails and run it

Cusomer Service

  • Zopim

Backups

  • Install updraftplus

Email

  • Install Mailchimp plugin
  • Add GA tracking code to Mailchimp