We tell you the success story of Arredo where we worked on search engine optimization strategies and managed to multiply 12 times its organic traffic.
What is SEO?
SEO is the abbreviation for Search Engine Optimization and consists in improving the visibility of a website so that it appears better positioned in the organic results of search engines.
The objective is to increase quality traffic to the site by appearing as prominently as possible in organic search results for words and topics relevant to our website.
Arredo case study
Arredo is a company founded more than 40 years ago. It specializes in the manufacture and marketing of products for the home and its collections are governed by a formula that has made them leaders in the field: unique designs, quality, variety and affordable prices.
Target
The main objective was to attract quality traffic to the site https://www.arredo.com.ar/ so that they would then become new customers (feeding the overall marketing strategy). To do this, we had to identify the following aspects of potential customers:
1) What they are looking for >>>> Keyword Research
Keyword research is the process of discovering words and phrases (also known as “keywords”) that people use in search engines, such as Google.
It helps to better understand the target audience, and is the foundation on which the entire content strategy is built.
2) How you are searched >>>> Search Intent
Search intent is the purpose of a search. It is the reason someone is performing a specific search. Are they looking to research a type of product? Or are they searching because they want to buy something? Many of these different types of searches are part of the user journey.
3) What do you expect to find at >>>> User Experience and Development?
The work on user experience is extensive, but as far as SEO is concerned it boils down to one question: is what we are offering the user on the sites that rank useful for the user’s search intent?
4) How we differentiate ourselves >>>> Competitive Analysis
Once we have identified who our competitors are, how do we leverage our strengths and their relative weaknesses to attract as much traffic as possible to the site?
SEO strategy and work plan implemented by Known Online
Based on these 4 points, Known Online defined a work plan based on the following aspects:
1) Keyword Research and User Intent:
It was observed that Arredo has 3 main types of searches:
- Searches related to Brand (including the term ‘Arredo’)
- Non-Brand searches associated with the high/medium volume funnel associated with first category searches (very generic terms such as ‘bedspreads’, ‘blankets’).
- Non-Brand category searches associated with low funnel with purchase intent (‘buy quilts’)
2) User Experience:
It was observed that the pages that performed best in terms of positioning and returning the information that the user required, taking into account their purchase intention, were the category pages, so the focus was placed on them.
3) Competitive Analysis:
Arredo’s online competitors were identified.
- Free Market
- Falabella
- Specific competitors by vertical
The focus was, first, to be the second option after Mercado Libre. Secondly, to surpass Mercado Libre in every vertical.
Main actions
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.
- Created product specialist content on category pages with structured FAQ data. Answered questions that people ask in search engines.
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 for massive Ecommerce events and offers such as Black Friday.
- Creation and unification of permanent landings of events related to gifts (‘day of’, anniversary, birthday). For example: Mother’s Day.
SEO strategy results
In the first 6 months of work through the implemented strategy we achieved:
1) Move to a dominant position both in ranking and visual space in search results after Mercado Libre for generic terms with search volume.
2) The first generic volume results began to appear, where Arredo is managing to surpass Mercado Libre with extended results, showing Arredo’s authority in the field with useful and relevant content.
3) Due to the context of the pandemic there are metrics that were extremely altered, avoiding a correct comparison with previous years, but as a general result after the strategy implemented in SEO, Arredo’s website multiplied 12 times its organic traffic.
