Web Iteration and Interlinking for SEO Improvement in the Retail Sector

Processes

As a starting point, we had a blog rich in relevant content, designed to attract traffic and increase user retention on their website. However, the structure and presentation of this content were not generating the expected SEO benefits, so we got to work and conducted an audit to identify critical points to optimize at the level of web structure, performance, and SEO tagging. After the audit, the necessary optimizations were carried out to turn the website into a more user-friendly platform for both users and Google crawlers and other search engines.

Next, we conducted a workshop together with the client's digital marketing team, with the aim of rethinking the blog topics, which would serve as the basis for the content strategy to be developed. From this workshop emerged the 4 brand territories we were going to focus on: Ideas, Lifestyle, Family, and Home.

In a second phase, the Recipes territory was incorporated into the SEO strategy. This territory was already present on the client's website but was not included in the first phase of the SEO strategy because its main focus was Social Media. From this point on, recipes were chosen based on criteria to maximize organic traffic capture, considering search volumes and competition levels on Google and YouTube pages. Once the recipes to work on were selected, they were written in an optimized way to position us on strategic keywords for the brand.

By managing both the recipes and the rest of the brand territories present on the blog, we were able to implement a unified strategy to increase the possibilities of creating internal links, improving the website's navigability and the transfer of authority between different pages. In other words, the key was to create synergies between different areas of interest and maximize internal linking opportunities.

Methodology

We used agile methodologies to effectively manage the work and relied on tools like Sistrix, Google Search Console, and Looker Studio to analyze visibility and organic traffic, as well as to present detailed reports on the tracking of the main SEO KPIs.

Main Challenges:

By iterating the web structure to make it more SEO-friendly, we resolved complex technical challenges exacerbated by the use of a client-specific CMS that presented certain limitations. We were also aware of the strong competition in the top positions of Google for keywords relevant to the recipes sector. Lastly, collaborating with the social media team, whose priority was not initially SEO, represented a challenge that we successfully overcame by conveying the importance of focusing content on search engine optimization and achieving results that were both effective for SEO and attractive for users on social media.

As a result, we established and implemented a solid strategy with the client's communication team that paved the way for the project's success, providing a clear future vision. Thanks to the close collaboration with the client and having provided a strategic approach to the challenge presented to us, we achieved a significant growth in organic traffic capture, consolidating their position as one of the main players in the food and recipes sector.

Results

Thanks to a strategic combination of content on the corporate blog and YouTube, along with a solid internal linking strategy, our client experienced a notable improvement in organic traffic capture.

In just over 2 and a half years, we managed to reach a figure of 140,000 clicks per month from Google search results pages through strategic keywords for the client.

This success is reflected both in the Sistrix organic visibility index, which demonstrates a domain's ability to attract organic traffic, and in the volume of clicks and impressions reported by the Google Search Console tool.

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