The Ask: Refresh a buying guide landing page
Why It’s Important: Sites with fresh content rank better on Google search results (source)
The Process: As part of an SEO project, this company wanted to update its buying guides landing page.
The original page was more mobile-friendly than many old designs, and it reflowed nicely across desktop, tablet, and mobile screens. But the images, font, and layout choices felt dated.
As a first step, I built out two different low-fi wireframes. The first one showed a simple, alphabetical tile view. The second showed a category-based tile view that echoed the ecommerce site’s departments.
The Marketing team reviewed the wireframes. Half liked the tile view, and half liked the category view. The SEO consulting team that they had hired voted for the category page view, which broke the tie.
The original descriptions were duplicate content from the buying guides themselves. We streamlined the buying guide descriptions for two reasons:
- Keeping the buying guide descriptions unique helped each page look and feel more unique to Google
- Slimmer descriptions made the content look more chunked and scannable
A UX designer offered a layout recommendation to align with the company’s new style guide.
We added a breadcrumb with schema markup to improve the crawlability of this page and the buying guides section. I used schema markup recommended by Google and tested the page with Google’s Structured Data Testing Tool.
To finish the project off, I built the rest of the page in Drupal using HTML, CSS, and Bootstrap 3.
