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.

The correct answer is:

• Add structured data to the product pages to display reviews and ratings data in rich results, and optimize the pages’ meta descriptions.

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