Insightland

Insightland offers search engine optimization and data analytics services, including content creation and optimization. The company's expertise lies in e-commerce strategies, specifically those targeting women. Insightland offers SEO strategies, content marketing, link building, technical SEO, and SEO audits and analytics to clients in the e-commerce, fintech, retail, and other sectors.

Insightland provides different SEO and analytics services to clients in the development of their digital campaigns. They provide SEO services that include the creation of marketing content, planning long- and short-term website strategies, link building, technical optimization of websites for SEO, and SEO audits.

The company provides content marketing, SEO-optimized content for websites, blog sections, e-commerce product and category sites, and externally published content. They also acquire backlinks from third-party websites, microsites, topic-related blogs, and web directories. Insightland offers technical SEO, including website diagnosis in terms of redirects and canonical analysis, page speed optimization, crawlability, accessibility verification, and technical error detection.

Insightland offers various SEO services:

The company provides SEO-optimized content written by copywriters with various specializations and interests. Each content assignment comes after the research of a given industry and area, including a needs analysis of the user to whom the content is addressed. The content is optimized for various kinds of key phrases like popular, with a high search volume, long tail, and a lower search volume but a better match to the user query.

More key phrases include seasonal, reaching search peaks in a particular time, local, about a particular country, city, district or street, question keywords, utilized more frequently in a local context or in a voice search, etc. The company's copywriters work with the SEO team to keep them abreast of any changes in Google’s and other search engines’ algorithms regarding content.

Insightland creates content for the following:

• Websites
• Blogs
• Category pages in online stores
• Product pages in online shops
• Microsites
• Sales landing pages
• Articles for external publications

The company offers link building. Each campaign has a strategy in which the quality and number of links, including the kind of links utilized, are taken into account. Before beginning any project, Insightland analyzes the link profile of a given domain in regard to the number of backlinks, linking domains, and the quality of the links and their sources, including the forms of linking used so far.

Depending on the link profile of the website and the industry specifics, the company gets links from services for the publication of articles with SEO links, industry-related microsites, blogs related to the industry in which a client operates, website catalogs, and other identified sources.

Insightland offers technical analysis of websites for accuracy in relation to search engine guidelines. They utilize crawling tools for the technical SEO analysis of a specific website. The business aspects and individual specificity of websites are also taken into account.

SEO recommendations regarding the removal of diagnosed errors or suggestions for other technical improvements are offered in the form of guidelines. The company also diagnoses errors and potential risks that are associated with the use of technical solutions on websites that could have a negative impact on SEO effects.

The SEO technical analysis includes the following areas:

• Redirects and canonical analysis
• Page speed optimization
• Crawlability and accessibility verification
• Metadata implementation
• Other technical errors detection

Insightland provides data and insights to help customers make business decisions through analytics services that include the following:

• Analysis of users’ behavior on the website
• Preparation of the analytical environment
• User segmentation with the RFM methodology
• Optimization of promotional efforts based on attribution models
• Development of analytical dashboards

Insightland offers marketing customer analytics in the e-commerce sector, helping clients assess the value of a specific customer to their online store or any other business. This involves analyzing user behavior in three areas:

• How recently customers made a purchase (recency)
• How often customers buy (frequency) and
• How much money customers spend on purchases (Monetary)

What is analyzed:

1. Traffic sources according to RFM segments:

• The main media used by each user segment
• Which media initiates the customer journey and which media ends it
• How the customer journey changes depending on the user segment

2. User behavior across groups:

• Elements different in the behavior of users who have finished a transaction from those who have not
• Varying user behavior depending on the products being searched for
• How users’ behaviors on the website change depending on their previous experience (frequency of visits to the website or purchases made)

3. Flow of users between segments in the long term, considering the "seniority" of the customer:

• Do customers flow from one segment to another, increasing or decreasing their engagement?
• Do business parameters change over time within each segment, including average cart value, frequency of purchases, and churn rate?
• What is the percentage of users that become loyal customers? What percentage leaves?

Utilizing analytical methods, Insightland determines which sources contribute to success throughout the customer journey and to what extent. This allows customers to make decisions regarding the inclusion, exclusion, or modification of particular channels or campaigns. They also make decisions based on ROAS or average CPS.

The attribution analysis process includes the following:

• Tgging of user interactions
• Tagging of advertising activities
• Data transfer to BigQuery
• Determination of converting customer journeys
• Assigning weights to sources contributing to the transaction
• Determination of non-converting customer journeys

The company possesses customized management analytical dashboards that are created based on an analysis of customers’ needs. They present results at different levels of granularity, according to defined time ranges, enabling the capturing and analyzing of short- and long-term trends.

The analytics cover and support different aspects of a business like marketing, sales, e-commerce, and finance. By aggregating and crossing data from different internal systems—CRM, campaign system, Google Analytics—in BigQuery, Insightland prepares reports for senior managers that present sales, financial or marketing data. They also present data showing how users behave on the website, the efficacy of specific sources, or the results of tests done on the website.

The dashboard development process includes the following:

• Audit of the analytical environment and accuracy of data collection in Google Analytics
• Identification of customer needs regarding the scope of data to be reported
• Preparation of data environment, in case of data originating from various systems
• Development of dashboards
• Ongoing monitoring of data collection accuracy, with attention to anomalies
• Ongoing monitoring of results