Topical Authority Map

So what I did was create a topical authority map which is a list of topics related to keyword search volume and keyword difficulty. We wanted to rank on low keyword difficulty keywords but high search volume. That way, we can target low hanging fruit and start to build authority for these pages.

We posted long-form content on our blog + on page for both product listing and product directory pages to really reinforce the keywords. Unfortunately, iPrice didn’t invest in a full-on digital marketing strategy at that time because I had also planned to create social media and edms to really reinforce our brand to gamers or to the recommerce space.

I was a one man army in content strategy since no one in the company knew how to do it. At the same time, I was managing on training some of the writers in the team. There was no editor and the writers just publish content by themselves without any checks.

Content Audit Process

To help me streamline the process, I created a content audit strategy to add a layer of check to the team’s content (checking tone of voice, quality, etc.), it also is a way for me to give feedback and impart my knowledge to juniors.

To do this, I had to check the team’s work and see what are the most common mistakes. I all grouped them together into 3 groups: information accuracy, readability, and technical competency. Information accuracy is to check how accurate information was portrayed on the page, readability is to ensure that each paragraph/sentence has the correct tone of voice, and it doesn’t sound AI generated, and technical competency is grammar, punctuation, vocabulary, etc.

Meta Template Project

Another project that I undertook was creating site-wide meta templates for all categories on the entire website on all markets. Because iPrice prioritises SEO, meta templates are the first thing that users see when they search for Google. However, it’s not easy considering we have millions and millions of products with a broad range of categories.

To make this project more achievable, I planned to tackle one category at a time. We started experimenting with gaming which is another project under my belt. Here we looked at what our competitors are doing, and what are the most important information that would make SERP traffic click on our site. So we did some AB testing on adding emojis, added price on the meta title, and made sure our meta description accurately describes the page.

In each category, there would be new information that is relevant to the user. For example, in electronics, particularly smartphones, there had to be special placeholders that need to be built by the tech team. It was also my responsibility to prioritise these tickets to be built by our tech team so I had to liaise with the project manager and stakeholders to make sure everything fits the timeline. We also did the same for our coupons pages in all languages and countries.