Question: Jo is a marketer at Papier, a stationery company that does most of their business online. Jo has noticed that Papier is falling behind their competitors in search results and wants to improve their ranking and clickthrough rate. How should Jo go about optimizing the Papier website for this goal?
- Add structured data to the product pages to display reviews and ratings data in rich results, and optimize the pages' meta descriptions.
- Implement a topic cluster content strategy to create blog posts and a pillar page on the topic of stationery.
- Submit their sitemap to Google Search Console and resolve any duplicate content issues and crawling errors.
Explanation
Adding structured data to product pages enables eligibility for rich results like reviews and ratings, which enhances visibility in SERPs. Optimizing meta descriptions improves relevance and encourages higher click-through rates. Together, these tactics make pages more appealing to users and search engines, directly addressing both ranking signals and engagement metrics.
Why the other options are incorrect
Implement a topic cluster content strategy helps with topical authority but does not immediately impact CTR or product page rankings.
Submit their sitemap and resolve duplicate content/crawling errors supports indexing but does not directly enhance SERP presentation or engagement.
Source for verification
https://knowledge.hubspot.com/seo/structured-dataturn3search4
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