Mighty Leaf Tea Region Pages

Creating interactive informational pages with a path to conversion.

My Role

As the SEO strategist, I built a plan to add new, information pages with a clear path to conversion to the client’s website. As a part of my presentation, I created mocks to help the client envision what additional pages to the site could look like.

Date

2018

Tools

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Identifying Problems and Goals

Mighty Leaf Tea was looking to raise rankings across their website. They also had a section of highly condensed educational content that they wanted to make users more aware of on their site.

As a part of our SEO strategy, I suggested creating new educational pages to grow the site and allow these new pages to rank for valuable, high volume keywords.

UX Research

I searched through Mighty Leaf Tea’s “Tea Knowledge” section for opportunities to create new pages that would allow us to target high volume keywords. The website had a lot of well written, educational content in this section, but it was condensed into a few pages.

The “Tea by Regions” information was located on the “The Tea Plant” page, making the page quite long. “The Tea Plant” page ranked for “tea plant” related keywords, but not “tea region” related keywords. Keyword research revealed that there was significant keyword volume associated with terms like “tea from china”, “chinese tea”, etc.

Then I looked at competitors to see if any other tea companies sold tea by region. Most competitors had teas categorized by region, and each region had its own page.

With this information I suggested a strategy to remove tea region content from “The Tea Plant” page and create new pages for each tea region. This strategy would create six new informational pages for the site, allowing us to optimize the tea region content with targeted keywords. Since many competitors also had regional category pages, I added this idea to my strategy as well. The tea by region category pages could be used as landing pages for PPC campaigns and connected via links from the informational pages, creating and encouraging additional paths to conversion. This brought the total to eleven new pages for the site.

 

Design Process

In order to encourage active participation in the learning process, I placed an interactive map on the “Tea Regions” main page. From this page, users could navigate to all the tea regions with ease. Each tea region was specified with a red dot on the map. Users could then hover over the dots to see the name of the region and click on the dots to navigate to that specific tea region’s page. I added a content block below the map to target keywords and guide users on how to use the map, and I added “Tea Regions” in the left side navigation to make it easier for users to find the main tea regions page under the “Tea Knowledge” section.

 
tea-regions-homepage.jpg
 

For consistency and easy navigation to different regions, I kept the interactive map located at the top of the all tea region pages. The original design included the same title “Tea Regions”. However, after discussing this with the SEO manager, I decided to change the page title for each tea region to correlate with the targeted keyword for that page. 

Below the map, each tea region page had an image of the area and content taken from the tea plant page and refreshed with targeted keywords.

 
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At the bottom of the page, I placed a link in directive copy to encourage users to purchase tea from the region they just read about. This link would navigate them to the “Teas from X” category page, which contained a list of teas for purchase from that region.

I created a format similar to other category pages on the site with a header containing an image background and a semi transparent box with text in order to keep the user experience consistent across the site.

 
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Promotion was also a part of the SEO strategy proposal. My manager and I considered the paths users could take to reach these pages. I suggested the new tea regions page should be promoted in social media posts, blog posts, and through an additional tile on the homepage, as seen in the mock below.

 
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Results

The Mighty Leaf Tea team loved this idea and scheduled the creation of these pages for late 2018. However, Peet’s purchased Mighty Leaf Tea and decided to discontinue the Mighty Leaf Tea website.