We share with you the success story of Jumbo Chile where we tell you how we improved their web positioning and made the channel the main source of traffic and revenue.
Jumbo Chile success story
In terms of sales volume, Jumbo is one of the main participants in the supermarket business in Chile, offering a varied assortment of products that includes food and a wide range of non-food items such as clothing, household items and appliances. It has a solid and clear commercial positioning in its target segment, which has enabled it to maintain positive sales margins above the industry average.
Target
The focus of the SEO project was to generate new and qualitytraffic through search engines to the site and app installations, promoting the main verticals offered by the company.
What do we mean by new traffic? We must increase the amount of traffic, not simply take traffic that was coming through another channel (with the exception of paid channels, such as PPC).
What do we mean by quality traffic? To users who are Jumbo’s target, who become frequent buyers of the site with a good average ticket.
SEO strategy and work plan implemented by Known Online
With the specific objective of improving rankings and organic CTR, the following tasks were performed:
- Implementation of structured data at Home, Product and Category level.
- Complete metatag rearming.
- Creation of product specialist content on category pages with structured FAQ data. Answered questions that people ask in search engines as seen in the image.
With the specific objective of expanding the qualified traffic base, the following actions were carried out:
- Unification of duplicate pages.
- Creation and unification of permanent landings of massive Ecommerce events and offers.
- Creation of landings for niche verticals, such as pages with content for celiacs, vegetarians/vegans, allergy sufferers, etc.
- Link building strategy targeting category pages.
- Improved content in Play Store and App Store.
SEO strategy results
In the first 6 months of work (April to September 2020) through the strategy implemented in SEO, the following results were achieved:
Comparing the period April-September 2020 versus April-September 2019, we observe an overall increase in visits, greatly influenced by the coronavirus pandemic. However, if we analyze only the traffic coming from search engines, we notice that:
- Sessions coming from the organic channel grew 94 percentage points above the site’s average growth rate.
- Year-over-year growth in new users is 65 percentage points above the site’s average growth rate.
- The bounce rate is 14 percentage points below the site’s average growth rate.
- Conversion rate: the conversion rate grew 47 percentage points above the site’s average growth rate.
- Transactions: the channel grew 489 percentage points above the site’s average growth rate.
- Revenue: the channel grew 734 percentage points above the site’s average growth rate.
At the beginning of the project, 1225 keywords that do not include the term ‘jumbo’ or related keywords were selected to track the evolutionary position in Google for searches from Chile. These are broadly related to product category (e.g. ‘coffee’, ‘pork’, ‘cream cheese’), brands (e.g. ‘Sheridan’, ‘not mayo’, ‘heineken’) or purchase intent (e.g. ‘buy whisky’, ‘ramazzotti value’, ‘buy fresh pasta’).
From April 5 to October 25, 527 of them have improved their position, placing 92 new keywords on the first page of results and 32 new ones in the first 3 positions.
As for the positioning of the app, the following milestones have been achieved:
For the Android version, we managed to rank in the top 5 positions for the following keywords:
- online supermarket
- supermarket app
- supermarket shopping
- chile home delivery supermarket
- supermarket orders
- home delivery supermarket
- chile supermarkets offers
- mobile supermarket
- supermarket offers
- chile supermarket
- supermarket
- virtual supermarket
- offers chile
For the IOS version, we were able to rank in the top 5 positions for the following keywords:
- chile supermarkets offers
- home delivery chile
- chile home delivery supermarket
- chile supermarket
- supermarket offers
- home delivery
- supermarket orders
- online supermarket
- orders chile
- home delivery supermarket
- supermarket shopping
- supermarket
