Meditazione Zen is my first in-house SEO project. The idea came from a conversation with my mother (who has been meditating for years) about the fact that most Italian meditation websites were either too general or too focused on spirituality. There was a lack of accurate, scientific information on the world of meditation and wellness, as well as a general difficulty to filter out irrelevant details.
We decided to leverage my mother’s topical knowledge and pair it with my digital expertise to create a digital project focused on accurate, scientific and easy to understand guides on meditation. We studied the target audience, mapped the buyers’ journey, researched keywords, created an editorial calendar and then A/B tested the look and feel of the website.
I crafted the website following UX best practices and accessibility standards, with the end users in mind (mainly women, 45-54, using mobile devices). I wanted the interface to be clean, easy to navigate and focused on content. To date, Meditazionezen.it is one of the top visited meditation websites in Italy, with 85% of the traffic coming from organic search.
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