Content Planning, SEO and Website Optimisation

www.jmice.com.sg

Jmice AKA Jurong Marine Cold Storage Pte Ltd is a well-established ice cube manufacturer in Singapore Since 1971. They supply icecubes to top restaurant chains, 7 eleven chains and also have a cold storage facility that is accessible by clients 24/7. They make ice cubes in various shapes and textures and also provide an ice cube block for ice sculpting. I was interested in their business but discovered that their online presence was poor and they were losing business to their competitor. so, This project I wanted to use the SEO strategy and content planning with website optimization technique to make them grow in google organic search ranking.

Customer Journey and Customer Persona:

Google Consumer Barometer
Google trends
Facebook Audience Insights
Google trends, I was able to understand the customers and what they were looking along when they have been ordering ice cubes. Usually, A normal customer would buy ice cubes from grocery or cash and carry stores, The main customers for the Ice making companies are supermarket chains, corporate clients, cold storage facilities and restaurants.

With this, it was easy for me to focus on the B2B customer and have their persona and customer journey int his project. Learning their pain points it was easy to understand how the ice manufacturer could implement their strategy to have a long-lasting LTV.

Website Strategy

SEO AUDIT

Seo Technical Audit on the jmice.com website was performed using
·      Screaming Frog
·      Moz
·      Page speed insights
Also, I used tools like page speed insights to see how the website performed in the mobile-friendly. To suggest a strategy to overcome the issues.

Technical Audit: Performed to note if the web page content is missing the technical fulfillment which could lead to low PA ultimately resulting in low DA.

Keyword Planner With Total Search Volume

Using Google Keyword planner and uber suggests, I was able to drill down the massive list of keywords. By categorizing the keywords, I was able to see the long-chain keywords that contribute to the conversion. Also, I was able to understand the customer intent, whether they are in the awareness stage, consideration stage or purchase stage of the marketing funnel.

 This insight could be used to plan the content. Also, the keywords research also gave us information on affinity group of people who would buy ice cubes, I found out people who bought ice cubes also searched for BBQ, cooler boxes, and types of ice cubes. This will help to create content, based on these topics and this helps in creating links to boost the DA and PA of the company website.

Landing Page or website redesign Wireframe:

I love working with Balsamic wireframes, I have used it in my last job where I conceptualize the design and workflow for the website based on the client's interest and requirements. Using Balsamic for creating a landing I decided to come up with a mock website layout design with the content idea.  

Please check the wireframe link. To see the whole workflow. This way we could create the links and boost the SERP rating for the website and it will be friendly with the current google SERP algorithm and mobile-friendly so that the Google search engine won't penalize the site and that helps to boost the organic growth for the website in the search engine.

Tools Used for Wireframe:
Balsamic

Content Planner:

Having the keywords handy it is easy to create content to the website and also to increase the organic search rating we need to update the content on the website and keep creating backlinks and site links with websites having less spam score.

Also, use the content to repurpose it cutting them into small segments to repurpose the content in various channels.

The content calendar comes in handy to plan ahead and with the advanced planning tools, we can create the post for the blog and then schedule them to be available on the selected date and time. By this method, the content remains fresh on the site.

Closing Thoughts:

I enjoyed working on the project, as it helped me to understand the importance of Seo Audit, and tools used for this which gives a deep technical insight on issues that needs to be fixed to not let the website penalized by the latest search algorithm by the google search engines. Also, gives a good understanding of how to use the keywords to create content and also create valid backlinks which help to boost the website's organic search with greater website DA score. Making your site a trustable and valuable asset in the google search engine ranking.