Zoho CRM & business automation services | SEO Audit & Preparation for Promotion / US

CRMOZ.com is an official partner of Zoho, specializing in Business Automation Services, Software & App Integration, Customization, and Support for Zoho products. The company operates in the international market, with keyword research specifically conducted for Google USA and Google UK. Their core niche revolves around CRM, ERP, business automation, software integration, and consulting services.

The primary objectives of this SEO project were to significantly improve the website’s search engine optimization performance across technical, commercial, and content aspects. This comprehensive approach aimed to enhance overall search visibility, increase organic traffic, and elevate keyword rankings in search results.

Stages of Work

Audit

A thorough site audit was conducted on October 23, 2023, revealing several areas for improvement across technical, commercial, and content factors.

 

Key Problems Identified:

• Content: A lack of unique content was observed, necessitating the creation of new, optimized articles.
• Commercial Factors: The website lacked essential Schema.org micro-markup for breadcrumbs, contact information, and FAQs. There was an absence of office photographs and administrator details, and the company was not fully optimized on Google Business Profile with associated reviews. Site loading speed for both mobile and desktop devices also required improvement.
• Technical SEO: Significant issues included unoptimized Title, Meta-Keywords, Meta-Description, and H1 tags. The site structure was suboptimal, external links were not consistently set to nofollow or to open in new tabs, and breadcrumbs were either missing or incorrectly labeled. Excessive use of H1-H6 tags was noted, and the robots.txt file required updating. Crucially, rel=»canonical» tags were absent for numerous blog posts, pagination pages, and outdated URLs, leading to potential duplicate content issues. Other technical deficiencies included the absence of a «Scroll to Top» button, the ability to view images on click (which needed to be disabled), and non-SEO-friendly permalinks (CHPU).

 

Implemented / Recommended Solutions:

• • Content Creation: Plans were made to develop 70,800 characters of new content to enhance uniqueness and optimization.

• • Schema Markup & Commercial Elements: Implementation of Schema.org micro-markup for breadcrumbs, contact details, and FAQs was recommended. Updates to contact information, including office and administrator photos, along with comprehensive Google Business Profile setup and review management, were also advised.
  • Performance Optimization: Recommendations were made to increase site loading speed for all devices.
  • On-Page SEO: Optimization of Title, Meta-Keywords, Meta-Description, and H1 tags was planned for all relevant pages, guided by the detailed semantic core.

• • Site Structure: The website structure was to be revised according to the provided strukt.pdf.

• Link Management: Specific external links (e.g., to store.zoho.com and on the stand-with-ukraine page, among others) were to be marked with rel=»nofollow» and configured to open in new browser tabs.
• Technical File Optimization: The robots.txt file was slated for an update.
• Canonicalization: Comprehensive rel=»canonical» implementation was recommended to consolidate various blog posts, pagination pages, and old URLs to their primary, optimized counterparts.
• URL Structure: A new, hierarchical permalink structure was to be implemented, with 301 redirects from all old URLs to the new ones.
• Internal Linking: A detailed internal linking strategy was outlined, utilizing full phrases from the «Optimized tags» as anchor texts. Specific formatting (colored links for relevant page targets, uncolored for homepage links from internal pages) and the integration of H2 tags for content structuring were planned.

 

Semantic Core & Clustering

An extensive semantic core was developed, identifying a vast array of keywords relevant to Zoho products, business automation, CRM, and ERP solutions. This included high-volume terms such as «zoho» (1,220,000 monthly searches) and «zoho crm» (246,000 monthly searches).

The keywords were meticulously clustered and assigned to specific pages within the website’s architecture. This comprehensive clustering covers the Home page, main Solution categories (e.g., Marketing and Sales, Email and Cooperation, Finance, Human Resources, Developer Platform, Analytics), individual Zoho product/service pages (e.g., Zoho CRM, Zoho Campaigns, Zoho Forms, Zoho Books, Zoho Recruit, Zoho Analytics), and informational content pages (e.g., «Best CRM & ERP Software,» «What is Zoho CRM»). The clustering also dictated the specific keywords for Titles, H1 headings, and H2 subheadings for each page. 

Implementation

• Optimized Pages: The optimization plan encompassed all identified pages within the site’s structure, from the main Home page to detailed Zoho product/service integration pages and various informational articles.
• Meta-tags & Headings: Optimized Titles and H1 tags were defined for each page, based on the semantic core, with H1 descriptions also provided as templates to guide content creation.
• Content Integration: The planned 70,800 characters of new content were to be integrated across the site, adhering to specific length guidelines per page type.
• Internal Linking: A detailed internal linking strategy was designed. Keywords from the «Optimized tags» were designated as anchor texts, with specific visual formatting: colored links for phrases leading to their directly relevant target pages, and uncolored links for phrases directing to the homepage from internal pages. H2 tags were to be strategically used to structure content and aid navigation.

 

Link Building

• Initial Status: The audit report indicated 0 external (inbound) links and 0 referring domains at the project’s commencement (October 23, 2023), setting a clear starting point for link acquisition efforts.