SEO Examples That Help Us Answer: What Is a Good Website?

Ogno SEO in Action

Looking at SEO examples is a great place to start when trying to improve your own website, or build one from scratch. This analysis can help answer the age old question of: what is a good website? A question most of us have asked at one point or another.

In this post, you’ll find 3 real-world SEO examples analyzed. These are meant to highlight the role Search Engine Optimization plays in building a good website, and clear up some questions you might have.

This article breaks down examples of good SEO using the following websites:

  1. SELF
  2. Flightright
  3. NA-KD

By seeing SEO in action, we hope to be able to help you understand the important role it plays in helping your most valuable sales tool (your website) work harder. Let’s get started!

SEO Example #1: SELF

Our first pick for awesome SEO examples is SELF.

What makes SELF such an awesome SEO example? The structure of content and the design of the website work together with an effective keyword strategy to rank well on search engines.

With social distancing, aka the closing of gyms and fitness spaces, came a considerable increase in the search for fitness related content. Home workout routines spiked as people looked for ways to stay active. This is supported by Google’s latest findings related to changes in search trends & consumer behaviour:

Screenshot from Google Trends

If we combine this information with our existing knowledge of keywords, it should come as no surprise. Fitness blogs and brands ranking for related keywords are seeing a considerable increase in traffic.

SELF, an online magazine, explores a range of topics related to self-care and wellness for women. SELF’s article about an at-home workout routine ranks in Google SERP top 3 on for more than 100 keywords related to the word “workout” and other variations.

The blog also ranks on the first page for over 230 fitness-related keywords. Some of them get up to 7,742 visits per month.

How? Let’s look a little closer. Here’re some lessons we can learn from SELF:

Keywords Usage

This article makes great use of the keyword “workouts” and variations of it while maintaining its value to the reader. This is a classic content marketing dilemma – how to write a text both humans and robots will love? Or in other words, how to find that sweet spot in which your text is fully optimized but still sounds great for the audience reading it? SELF’s article is one example!

Screenshot from SELF article


Also great about this article is the text separation – or in other words, the use of headings & images as a way to let the reader know which topic will be covered in the following section. The right use of headings also plays an important role in readability. By adding breaks in between the reading rather than having a single block of text and no breathing space, you turn your post into a lighter reading experience.

SEO examples - Self


High-quality pictures go a long way when it comes to user experience. When reading an engaging text, aesthetically pleasing images & cohesive design can only help get your message across. From an SEO perspective, the more engaging your website is, the longer your audience will spend enjoying it (lower bounce rate) and more likely they are to convert.

SEO Example #2: Flightright

Our second example is also related to a high-in-demand search trend – flight delays. Since the COVID-19 crisis outbreak, people have experienced flight delays and cancellations across the globe – which has caused an increase in searches related to this phenomenon.  Keywords such as “flight delay compensation” have seen a sudden increase in traffic – and consequently companies offering legal services in this area benefit greatly from ranking in these queries. In comes Flightright!

What makes Flightright such an awesome SEO example? The internal architecture of their website and the focus on good user experience.

Structured Data Usage

Structured data are snippets of code that can help search engines understand important information about your page & tell web browsers how to display them to your visitors. In the case of Flightright, by implementing structured data into their website’s HTML code, Google displays their link in combination with “frequently asked questions”. By doing so, searchers get information before ever deciding to click on the link – and are therefore more inclined to do so.

Screenshot of Flightright snippet on Google

The Importance of Positive Reviews

Once inside the Flightright website, an interesting addition is the endorsements of customers and well-known (as well as respected) sources such as the Wall Street Journal & the Daily Telegraph. By displaying those reviews on your website, not only do you reassure your customers of your brand’s trustworthiness & authority – but also signal it to search engines.

Screenshot of Flightright reviews

Compelling Homepage

While a website’s homepage should not be expected to rank for the most competitive keywords other than the brand’s name (you should focus on cornerstone content for this) there are SEO implementations to be taken into consideration such as a clear call-to-action, a well-structured menu, a clear recognizable logo on the top left/right of the screen, and brief textual information/product images which summarize what your product is all about. Flightright is a great example of how these factors perform together.

Screenshot of Flightright website

SEO Example #3: NA-KD

Now for our final example, we’ll be taking a look at NA-KD. This might be surprising to some, but ecommerce has seen a boost in sales since consumers have switched to online solutions for their every need. Online shopping has seen a steep increase especially in relation to loungewear, sports apparel, shoes, wellness products, etc.

What makes NA-KD such an awesome SEO example? Their content! NA-KD’s website keeps the user engaged from the outset, the images are optimized and the customer is happy to spend time without bouncing.

Customer Journey

Ecommerce websites face their own set of challenges. Not only do they need to align their product categories to their brand but also create categories that relate to how potential customers search. NA-KD does a great job at that, by keeping their top level navigation very simple. Once you mouse over the option “browse products”, you’ll get to an enhanced menu offering well-organized and intuitive categories of products. Additionally, the options of “most wanted”, “brands” & “shop by Instagram” are differentials which anticipate searchers’ tendencies. Last but not least, the option to search by text or image is also great for SEO.

Screenshot of NA-KD website

Integrating Social Media

Including social media in the shopping experience can be highly beneficial for ecommerce brands, as it increases engagement with customers & brand awareness. By doing so, a brand can incentivize user-generated content – which can only add to their online presence. NA-KD has ensured the integrations do not add to the page load speed, an important ranking factor.

Screenshot of NA-KD website

Conclusion: What We Can Learn from SEO Examples

When in doubt on how to implement all that brand new SEO knowledge, sometimes the best thing can be to turn to those who are ranking for competitive keywords in your industry. What are their strategies – and how can you implement it into your business’ website?

Theoretical knowledge is great – but when it comes combined with real-life examples it can be even better!

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