Better rankings through SEO optimization

u Google tražilici i povećanje organskog prometa za 80%

About Encian

Encian is a company with many years of experience. They offer their own products as well as other well-known brands such as Alpro, Sussina, Tekmar, and others. They care about people's health, care, and nutrition. Encian is a plant that grows high in the mountains and has striking flowers of intense blue color. Their logo symbolizes the aspiration to live in harmony with nature. The food they offer is a link between nature and the person who uses it. The well-being of their customers is the fundamental goal of their business.

Director Ivan Šikić emphasizes the importance of every employee who has been part of Encian for many years and who sees the entire company as their own. He also highlights the creation of a good working spirit and atmosphere, which positively affects the overall business.

SEO

Search engine optimization

Kow did the collaboration come about?

Due to a lack of time and experience to independently achieve higher rankings in Google search results — but with a strong desire to do so — Encian decided to partner with Arbona as the agency to manage their SEO optimization. Their goal was to increase traffic from relevant visitors to their website. With more visitors, the website would achieve better rankings in search engines, which would ultimately lead to a higher number of conversions — one of the company's key objectives.

Through mutual agreements between Encian and Arbona, a plan was established that defined the main goals and laid the foundation for a partnership. It was clearly outlined that Encian would handle content marketing, including writing blog posts and other web content, while Arbona would be responsible for SEO optimization. This includes achieving higher rankings in search engines through the use of well-researched keywords, which Encian would then incorporate into their website content.

Based on the provided guidelines, several goals were set to be achieved:

Greater organic growth
Better rankings for specific organic keywords
Achieve top 10 Google positions for 100 keywords

Development of the collaboration

Upon entering the collaboration and through continuous mutual communication, SEO optimization and keyword research began. Thorough keyword research requires significant effort to uncover the exact terms users search for and by using these keywords on the pages, Encian aims to reach the top 10 positions in Google search results.

By analyzing the keywords related to Encian’s offerings, we identified the terms users most frequently search for on Google, their forms, and search volumes. However, we were aware that main competitors use similar analysis tools and, consequently, the same or similar keywords, which highlighted areas for improvement and opportunities to advance.

Through keyword and competitor analysis, Arbona focused its on-site SEO optimization on ranking factors that, over time, would improve the website’s position in Google’s search results. Meanwhile, Encian’s team consolidated these recommendations into content that is engaging for users and visually designed to attract attention.

Unique content on the website is very important as it significantly improves the site’s ranking and is specific to what the company ultimately does and what it wants to communicate to its users.

Another crucial aspect that influences the collaboration is communication. In this case, the communication between Encian and Arbona has been and remains at a very high level. Only through such communication can timely reactions be made in cases of ranking drops for specific keywords or other factors that affect the company’s position in Google search results.

To success with SEO optimization

Praćenje Google Search Console

Google Search Console omogućuje praćenje statusa indeksiranja i optimizacije vidljivosti web stranice što opet omogućuje pravovremene reakcije. U Search Performance izvještaju praćeni su klikovi, impresije, CTR, prosječni ranking stranice te trenutne pozicije što nam olakšava postizanje zadanih ciljeva.

S Index Coverage-om pronalazili smo liste ispravno / neispravno indeksiranih URL-ova što je omogućilo da se odmah ista riješi i time ukloni postojeći problem. S vremenom, fokus je stavljen i na mobilne uređaje jer je primijećen sve veći broj korisnika koji dolaze na web stranicu Enciana upravo sa svojih smartphone-a. Dobar prikaz, brzo učitavanje i jednostavan pronalazak željenog sadržaja svakako zadržavaju korisnike na stranici što je u ovom slučaju i rezultiralo porastom broja korisnika na stranicu, ali i njihovim sve duljim zadržavanjem.

Ono što je svakako važno istaknuti je to što je postignuta veća transparentnost, jasnija i brža komunikacija o pogreškama što je na kraju i rezultiralo većim rangiranjem i boljim SEO rezultatima.

Tehnički SEO

Tehnički SEO na samom početku suradnje definirao je što se želi postići i ono što je jako važno, Arbona je od samog početka krenula s kvalitetnom optimizacijom što je svakako uključivalo mjesečnu kompletnu SEO audit analizu web stranice. Na temelju dobivenih rezultata audit analize ispravljene su i otklonjene eventualne pogreške koje su bile uočene.

Primjenom SEO najboljih praksi izbjegli su se problemi oko kanibalizacije ključnih riječi jer s obzirom na količinu sadržaja i veliki broj sličnih stranica važno je bilo da crawler pokaže ono što je najvažnije i najbitnije upravo za stranicu Enciana.

Results achieved through SEO optimization

The implemented SEO optimization, which is still ongoing, has brought significant changes to Encian’s website over the past year.

Comparing the two periods — from February 1, 2018 to February 28, 2019, and from February 1, 2019 to February 28, 2020 — there has been a notable increase in users who visited the website via organic (unpaid) traffic.

With the help of continuous monitoring and available data, there was an 85% increase in users arriving from search engines based on keywords. In other words, organic traffic has grown significantly, clearly reflecting the effort and work invested.

Thanks to applied SEO strategies and relevant content, there has been a nearly 17% reduction in bounce rate, meaning that the delivered content meets expectations and that users are finding the information they need in response to their search queries.

Additionally, the average time users spent on the site increased by about 21%, suggesting that engaging content kept users interested and encouraged them to consider making a purchase or fulfilling the purpose for which they visited the site.

Based on the above, the number of transactions also increased by approximately 55%, with a revenue growth of 40% compared to the 2018-2019 period.

“The collaboration between Encian and Arbona demonstrated the importance of creating good and engaging content that interests users. By implementing all suggestions and maintaining strong communication, we achieved high results, which positively impacted our overall business. It can be said that thanks to the timely response of Arbona’s experts and our own diligence in applying their suggestions, this collaboration is growing stronger day by day, and our website is seeing more and more traffic. Furthermore, our ongoing work leads us to set even bigger and more challenging goals, which pose new opportunities both for us and for Arbona. We look forward to continuing this successful partnership and achieving further positive results.” said Igor Larva, Marketing Manager at Encian.

As mentioned, goals are still being reached and are constantly being raised to higher levels, providing an extra challenge and motivation for both Encian and Arbona experts, whose collaboration ensures the continued success of the entire project.