Ninja Van SEO & Content Plan
The Background
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If you have ever ordered from Lazada, Qoo10, or Shopee you definitely would have encountered them.
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Disclaimer: The project is not affiliated with Ninja Van and all data was obtained from publicly available sources.
The Task
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Conduct an SEO and website UX audit
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Propose recommendations to enhance Ninja Van's current SEO and content strategy
The Research
We began by identifying our target audience as the following:
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Small business owners
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Online shopping websites
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Using Google's keyword planner tool, we generated a list of search terms that our target audience was likely to use. It was then sorted and filtered according to intent, search volume, and competitiveness.
Ninja Van keyword research
We selected the following pages to optimize for the search engine result page (SERP) based on the website navigation patterns of an average user.
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Home
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Contact us
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International deliveries
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Send parcel
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Ninja pack
Ninja Van keyword insights
The Audit
SEO​
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Technical SEO was performed comparatively better than its competitors
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Main pages ranked poorly on SERP for the key search terms identified
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Website UX
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Poor organization of information
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Choice of words used​
The Search Engine Optimization
On-page SEO​
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Using the key search terms for their respective pages, the page titles, meta descriptions, H1 tags, and alt-text were enhanced to include those phrases.
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Since page ranking is decided mainly on usefulness and relevancy to the search query, having strong descriptive keywords matching the commonly used search terms would benefit the visibility of the website.
Paid search structure 2
On-page SEO recommendations
The site navigation schema markup is a powerful tool as it allows the search engine to pick rich snippets of information and display them on SERP. It allows easier site navigation for users and as such, we recommend that the pages highlighted are Ninja Van's main pages.
Site navigation schema markup
Backlinks
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Though Ninja Van has a substantial number of backlinks, further steps can be undertaken to enhance them.
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Some of the immediate backlink strategies that Ninja Van can undertake are the link reclamation and guest writing as they are often less resource-intensive compared to some of the other strategies such as sponsorships.
Backlinking strategy
The Content
Blog Articles
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By tracking the search demand, competitiveness, and trends, we can boost brand visibility by writing articles regarding themes that are loosely related to it.
We recommend themes that Ninja Van's target audience will likely be interested in (e.g. influencer marketing as small business owners may consider hiring them to promote his/her products or services)
Evergreen search vol
Evergreen content ideas
Seasonal search vol
Seasonal content ideas
The UX
The UX should provide the user with a seamless experience by allowing them to navigate through Ninja Van's website as fast and efficiently as possible.
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For Ninja Van, some functionalities (e.g. issues with deliveries and the contact us form) can be combined and the organization of the website can also be enhanced to provide a more intuitive experience for the users.
UX recommendations
The Reflections
As the first project, it served as a good benchmark for me to gauge how an actual presentation will be like in the corporate world. Long gone are the days of a university presentation.
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Although there was some confusion at the beginning of the project in terms of the direction, it was quickly resolved and our team proceeded to come up with possible recommendations for Ninja Van.
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It was also pretty fun to learn about the UX components combined with the quick introduction to UX by General Assembly's UX instructor in class.
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Big props to Jamie and Cristalle who were served as good reminders at how much more I have to improve on my slide making and presentation skills!