Samenvatting

The following research justification report indicates how to organically increase the number of visitors on the Slovak website at YourSurprise via the optimization of the relevance pillar of SEO – Title Tags, Meta Descriptions and Content.

Five information gaps were identified as basis for the research:
(1) The current trends on SERP
(2) The current trends in snippets
(3) The previous performance of YourSurprise´s webpages
(4) The most effective ways of optimizing title tags & meta descriptions
(5) The most effective ways to optimize website content

To answer these questions, online research and online observation were performed. The online research consisted of desk research, zero-point analysis and competitor analysis. The online observation consisted of testing 8 different textual variations of writing title tag & meta description and these were compared to a group with optimized content in order to assess the effectiveness of both factors. These results are to a certain extent limited as aspects such as potential product preference and different peaks of purchase moments were not taken into account. Results show that both title tag, meta description and content are equally important factors and both need to be optimized to achieve desired results. However, both factors have a different role in this process. Quality content has been proven to be the most effective aspect that ensures visibility on Search engine result pages (SERP) via increased impressions. Catchy and well optimized title tags & meta descriptions encourage clicks on SERP once the elevated visibility has been sustained via well-optimized content.
In addition, the results of the online observation have indicated that together with content and title tags & meta descriptions, it appears crucial to draw the attention to activities that build brand preference of YourSurprise in Slovakia. In addition, the report in detail clarifies what to focus on in terms of all three factors - title tags & meta descriptions (structural and textual elements), content and brand preference
in a form of clear guidelines.
All the recommendations are based on the findings of the desk research combined with the findings of the online observation. Detailed recommendations can be found at the end of this research paper. Taking these recommendations into account, YourSurprise can increase the number of visitors arriving on their website via free channels as a result and will ensure further growth of the Slovak market in general.