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NK Jewellery- Marketing Plan

For this project, team SSK Marketing analysed the company and its business strategy and created amarketing plan for NK JewelleryCompany NK Jewellery, an online jewellery shop offers artisanal jewellery with semi-precious stones.

Website Optmization

Visibility

Usability

Accessibility

Analysis

Website Visibility-

SEO-Search Engine Optimization

Unpaid and one of the strongest online marketing weapons for any business

SEO

A drip email marketing strategy is a series of automated emails that prompt people to take specific action.

On Page

is about optimizing the site by updating on page content, title tags, internal links, keywords, images etc.

Off Page

optimizing external factors like backlinks, social media, content marketing, and PR to enhance search engine rankings.

Off Page

We focus on increasing our credibility of source of information with the below Off Page SEO practices.

SEO

Why?

"Importance of SEO for NK Jewellery"

  • SEO boosts NK Jewellery's website visibility above competitors on search engines like Google.

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  • By improving SEO, we can get NK Jewellery's website to the first page of search results, reaching more potential clients.

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  • SEO drives more organic traffic to the site, leading to increased inquiries and conversions.

"How to implement SEO practices without breaking the regulations of Search Engine guidelines"

  • Create high-quality, relevant content consistently.

  • Improve website loading speed and mobile compatibility.

  • Use descriptive meta descriptions for each page.

  • Provide captions and alt texts for images.

  • Strategically incorporate relevant keywords in content, titles, meta descriptions, and alt texts.

  • Ensure easy navigation and a positive user experience.

  • Understand SERP ranking, where Google and other search engines index and rank websites. Organic results are trusted more than PPC ads labeled with 'ads.'

On Page SEO Analysis

A drip email strategy involves automated emails encouraging recipients, known as leads, to take specific actions. The goal is to convert these leads into buyers by personalizing emails with the user's name or sign-up reference. The strategy allows flexibility in determining the number and frequency of emails sent.

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Title Tag

NK Jewellery has a keyword rich title tag of optimal length (between 10 and 70)

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Alt Text for Images

Out of 17, one of the images were missing alt text on NK Jewellery’s webpage.

Body Text

Increasing the number of words to 500 words for a content page gives a higher probability of ranking higher on SERP. NK Jewellery has a low volume of word count of 117

H1, H2 Tags

H1 header tag and H2 header tag shows what the content is about on the SERP. It is another element of ranking for the search engine.

The website of NK Jewellery does not contain an H1 header tag

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Keywords

The keywords are not distributed properly in the HTML tags. These keywords should be distributed across title, meta and header tags to help rank higher on search engine.

URL

. NK Jewellery’s URL is human and search engine readable.

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Meta Tags

Ideally description between 70-160 characters is an optimal length for better visibility and ranking.
The above meta description tag contains 274 words and could be reduced.

Links and Anchor Texts

Out of 35 links, 9% are external links, while the rest are internal links.

External links are directing authority to sites outside the webpage.

It was found that the otherwise on-page link structuring and anchor texts are well-proportioned and aligned.

Sitemap

XML sitemap clubs all the pages available for crawling together, helping them to be discovered, indexed and ranked. https://www.nkjewellery.no/sitemap.xml is an xml sitemap found on NK Jewellery’s webpage

Off Page SEO Analysis

Backlinks and Link Buillding

Backlinks drive traffic and signal search engines about website credibility. Add relevant blog posts with URLs and incorporate comments and feedback columns for external linking opportunities.

Forums

Engage in discussion forums like Quora and Reddit to build relationships and direct traffic to the website, generating backlinks.

Guest Blogging

Leverage guest bloggers like Karense and Suriati Supani to gain external backlinks and enhance trust and credibility.

Updated Content

Regularly update website content, including new posts, infographics, and social media updates, to increase traffic.

Duplicate Heading Structure

Remove repeated headings like "Labradorite Ring" to improve search engine crawlability.

Relevant Keywords

Distribute relevant keywords across tags, titles, meta tags, and header tags for improved SERP visibility.

Usabiility

NK Jewellery’s website is well designed for desktop devices. It is mobile friendly. But it is not optimized for a mobile or other devices. The user interface is an exact replica of the desktop devices.

Data Privady regultions missing

Cookie consent, privacy policy, terms and conditions, GDPR consent are missing

Refund and return policy exists

Choosing ESP- Email Service Provider

ESP- What?

  • An email service provider is a technological service provided by companies. It helps businesses and people build an email list and send the campaign to a list of subscribers.

ESP- How?

  • Create a database which contains subscribers’ names, email address, and subscription information.

ESP- Then?

  • The consumer should give consent to share their information with our database before signing up.

Suggested ESP- Brevo

  • It is affordable to other available ESPs.

  • We can set up and run automated email campaigns with ease. There is no high-level learning.

  • It provides free plans for up to 9000 emails for unlimited contacts.

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  • LinkedIn
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