Project Manager, Lead Designer
Web Marketing
2023
Navan
This project aimed to optimize blog pages for SEO and enhanced usability, emphasizing a user-centric approach. Extensive research and analysis were conducted to identify areas for improvement. Collaboration with cross-functional teams, including content creators, developers, and our Head of SEO, led to the development of a comprehensive strategy. The goal was to elevate the user experience, align with business objectives, and maximize organic visibility.
The blog template had been neglected following a company rebrand, and the content team was dissatisfied with its outdated appearance. Recognizing the need for significant improvements, there was a collective desire to enhance various aspects, including SEO performance, scan-ability for ease of reading, navigation for smoother user journeys, and customization options to better align with evolving content needs. The goal was not only to address the immediate concerns but also to breathe new life into the template, making it a dynamic and visually appealing platform for both users and content creators.
The addition of a Table of Contents (TOC) section was to improve user navigation and engagement. The TOC gave the user a friendly roadmap, especially for our longer content. This aligned with SEO best practices, making the content more accessible and indexable.
We added this new content type to the CMS library, empowering content creators to add this component anywhere within the blog's body section. The focal point is an easy way to provide in-depth definitions for keywords and also improves SEO optimization.
This nifty component is all about ramping up user engagement, offering an easy way to explore additional content. Adding features like this has helped to improve our site internal linking which is great for SEO.
You've reached the bottom of the page, the content is captivating, you want more. What's this? More related content? Amazing.
This feature had been needed for a long time and it was a privilege to deliver it to our content team. Once again, improving the user experience and strengthening our SEO site structure.
The optimized blog template has demonstrated remarkable success through measurable outcomes. A/B testing confirmed substantial improvements in user engagement, crediting the enhanced features such as the user-friendly TOC and the dynamic Focal Point component. These additions not only streamlined navigation but also contributed to notable SEO performance gains. The positive impact on user interaction and search visibility underscores the success of the template updates.
