Zen Spa
The Product
A dedicated app for a luxury wellness retreat and spa.
The Tools
Figma, Photoshop
Search Engine Optimization: Google’s Analytics, Trends, and Keyword Planner
Project Duration
January 2022
Initial Design
User Research Summary
Research was conducted for the Zen Spa app’s to define the most effective content. We want to ensure the tone and terminology used throughout the app experience is consistent and reflects the terms U.S. users recognize and use each day.
An initial list of keywords was created based on basic research of Zen Spa's direct and indirect competitors. Next, the popularity and competition scores for each keyword were researched using Google Keyword Tool. This research led to the discovery of additional (and possible alternative) inclusive keywords appropriate for the app. Lastly, trending data on the keyword list, to include alternatives, were checked using Google Trends for upward and downward projections.
Initial Keywords: Search Numbers and Competition
The initial keywords selected for content marketing research were chosen by conducting basic research of Zen Spa direct and indirect competitor brands. The same terms and language were seen across 95% of all spa, massage, and yoga sites and apps.
To write effective content for the Zen Spa brand, we want to use high volume, low competition keywords for users to find the experience on the top search engines (Google, Yahoo, and/or Bing).
Search Conducted via Google Keyword Tool
Popularity and Competitive Scores
The initial keywords ‘energy healing’ and ‘wellness retreat’ returned the highest monthly U.S. searches. Alternative keywords for these two keywords will be researched further.
Search Conducted via Google Keyword Tool
Additional Keyword Research and Discovery
Additional keyword ideas were found using Google Keyword Tool. The above alternative keywords returned the highest monthly search results, low-medium competition, and the highest search increase (when compared to the same month last year).
Search Conducted via Google Trends
Trending Data
Trend data for the past 12 months was projected using Google Trends. The terminology ‘best wellness spa’ returned the highest trending numbers. However, ‘detox retreat’ returned the most consistently, upward-trending data over the same time period.
Search Conducted via Instagram and Twitter
Social Media Trends
Social media outlets and forums returned several additional alternative keywords for use in the Zen Spa experience.
Final Design
The final design mockup for Zen Spa used a combination of terms that yielded high search returns from the conducted research. On the Splash page, the tag line for Zen Spa ‘A Luxury Wellness Retreat’ was added as the words ‘wellness’ and ‘retreat’ yielded high search returns on social media forums and Google analytics, respectively. The subtitle on the facing screen ‘Self-Care and Meditation in Motion’ was used as these terms returned the same high returns via Google Analytics.
Thanks!
Your time is valuable! Thank you for reviewing this project!
If you’d like to see more, my contact information is provided below.
Email: tia@tiatelese.com