SEOZoom Case Study: Ingigni and the creation of ad hoc content
Who said that to emerge on Google and position yourself you necessarily need large budgets or complicated strategies? Sometimes it’s enough to get off to a good start, with the right method, vision and tools. This is what Francesco Turriani from the Ingigni agency tells us. He decided to enhance his blog starting from scratch – or almost – and to build a series of pillars related to the main topics of digital marketing. The expert takes us behind the scenes of the work carried out – from the choice of the most promising keywords to the analysis of search intent, from reasoned structure to assisted writing with SEOZoom’s AI, up to infographics optimized for Google Images – proposing a concrete case study that shows why (and how) reasoned SEO can make the difference. Let’s hear what Francesco has to say!
The constant growth of Ingigni
Our marketing agency Ingigni has a marketing glossary and a blog section that was created a few months ago and is growing thanks to SEOZoom.
Here is the evolution of the last six months:
In particular, I would like to share our method by showing how we worked on the article dedicated to the topic “Marketing: What Does It Mean”?
The study of target keywords
To begin with, we analyzed the two main keywords that we set ourselves as a goal,
Marketing what does it mean (marketing cosa significa)
and
What is marketing (cos’è il marketing)
In both cases, these are informative keywords, with a fairly high Keyword Opportunity: this means that in the search engine results page (SERP) there aren’t many articles that are really optimized for these two topics.
The keyword difficulty, which is not too high, encouraged us, even though we know we are up against many other agencies that have been around for years. The competition is tough, but nevertheless, we wanted to talk about marketing from our point of view.
Studying search intent
After identifying the main keywords for our article, we studied the search intent in depth to understand what angle to take with the article.
Dalle keyword con lo stesso search intent abbiamo imparato che il taglio doveva essere molto nozionistico e per questo abbiamo previsto un paragrafo come “Definizione di Marketing: cosa significa in modo semplice?”
Lo studio delle domande frequenti
Per trovare idee per il nostro articolo non ci siamo fermati al search intent.
Ci siamo infatti affidati allo specchietto “Domande Frequenti” per capire in modo molto pratico quali fossero le domande degli utenti riguardo l’argomento. In particolare abbiamo visto “A cosa servono le 4 p del marketing” che nel nostro articolo è diventato “Le 4P del Marketing Mix: le leve strategiche”.
From our experience we have seen that it is not important for paragraphs to be expressed in the form of a question, as long as there is an answer to that question. Only in this way can we be truly useful to those who read our article.
Paragraph structure? Better thanks to AI
The next step saw the help of SEOZoom’s AI tools and in particular the Introductory paragraphs on a topic tool.
Here we took inspiration to continue expanding our content structure.
We wanted to offer a fairly substantial in-depth analysis, a sort of pillar page from which to then start links within for specific focuses.
From structure to drafting, with and without AI
Once the structure of the paragraphs had been defined, we asked the AI Writer to generate the content, specifically with ASSISTED compilation.
Once we had obtained the basic draft, we intervened in the text to add our expertise, our links between eras, data and topics, our tone of voice and that human touch that we strongly believe still makes the difference.
Once we had finished writing our pillar content, we asked SEOZoom’s AI Assistant to analyze the various aspects that otherwise would probably have gone unnoticed.
We realized that some concepts could be simplified in their presentation and in some points readability, fluency and conciseness deserved a revision.
After the final fine tuning we published our guide.
Results, monitoring and next steps
A few days after publication, the article had gained about 51 ranked keywords, although at the moment none in the top 10.
Another engine that is often less considered is worth mentioning: Google Images.
Analyzing the results, we realized that around the concept of “meaning”, either the 4 or 7 Ps of marketing are proposed, or photographs that are difficult to read, especially from a mobile phone; thus failing in their main purpose: immediate usability.
We therefore worked on the etymology and tried to represent it in the most legible and immediate way possible. This is the result so far:
We have inserted the URL of the article among the Project’s Monitored Pages and now we plan to proceed in this way:
- after publication we wait about a month before intervening in the text,
- we make some improvements based on the data collected: we insert some more keywords (even if we know that we should never over-optimize) and when possible we insert new internal links to the article.
This is one of the operational flows we follow to create our content.
In some cases we start by studying the URL of our competitors, in others we use the Interest Finder tool. With SEOZoom you can really let your imagination run wild!
