From Rocket Digital we want to share a success story that reflects the importance of flexibility and adaptability of the digital strategy in the face of the great impact that COVID-19 is having on our clients' business.
Muebles Montiel, an office furniture company that suffers the consequences of teleworking
In this case we meet Oficinas y Muebles Montiel, a company specializing in the sale of new and refurbished office furniture in Spain. As a result of the COVID-19 pandemic in March 2020, its organic traffic started to drop due to the scarcity of search demand for the products, to the point of having a negative impact on conversions and traffic for the business.
The graph below shows the evolution of organic traffic once the state of alarm was declared:
In March 2020, the client contacted Rocket Digital to start working on an action plan with the objective of resolving the situation in which the company found itself.
Rocket Digital's team of SEO specialists met with the marketing department of Muebles Montiel to brainstorm ideas, in order to obtain new work verticals that would respond to the new needs of their customers and understand the new search and purchase behaviors in the new and unexpected situation.
In order to carry out this analysis, the following action plan was drawn up and implemented:
1 – Conducting Keyword Research and analysis of trends in recent weeks. Contribution of inputs of ideas even from businesses outside the furniture sales sector. As a result of this analysis, accompanied by different market studies, we finally found a product with great sales potential: the methacrylate protective screen.
2 – Identification of products or services that could fit with the client's business model and the feasibility of their current exit.
3 – Selection of products or services that fit best based on the analysis performed, such as face shields, temperature control and safety accessories.
4 - Conducting an in-depth Keyword Research for each of the selected products or services.
5 - Creation and validation of specific landings focused on the selected products. Creation of a category that acted as a list of products for the methacrylate partitions. This page contained content aimed at targets and companies that needed this type of product.
6 - Planning of the SEO OnPage actions and strategy to enhance the visibility of the landings of these products or services in the eyes of Google. The "Protection and security" category was added to the menu, as it is highly relevant, so that the main target, when entering the website, has the category that includes the product to be promoted (the methacrylate partition) just a click away. In terms of SEO, it was understood that this page received a link from the most relevant and authoritative page of the website: the home page.
7 - Improved interlinking to enhance these pages by leveraging the authority of the home page and creating informative content with direct links to the transactional category. Other pages derived from "Protection and security" were added to improve the relevance of the sector in Oficinas Montiel. New categories were added: face shields, temperature control and safety accessories.
8 - Creation of Blog content to improve the user experience and clear all doubts about COVID-19 in the office: To improve the content around this new product, a content strategy oriented to safety at work was created, creating weekly content oriented to our target audience. These articles reinforced the "methacrylate screens" page with links with accurate anchor text. Being a trending content on TV and social networks, it was also proposed to add high quality images with the goal of appearing in the Discover section of Google. The idea was to work very well on the content and the quality of the images. On the other hand, we had in mind that the user experience had to be good, so we focused on working and optimizing the Core Web Vitals of these pages. Tech did the technical work to implement the improvements.
Applying the changes resulting from the action plan, the following results were observed:
In Google Analytics, a 150% increase in organic traffic was observed as of the week of March 11, 2020.
A 133% increase in clicks and a 67% increase in impressions for organic web search results was recorded in Google Search Console.
Additionally, during the analysis carried out in the action plan, an opportunity to generate traffic from a specific product linked to current health needs was detected.
To meet this need, a fully content-optimized page was created with a new product to meet the search intent of the target customer.
This new page was published on May 23rd, and two weeks later it had become the page receiving the most organic traffic, representing 35% of organic traffic to the website, surpassing even the home page:
Conclusions
Usually, when we apply organic positioning strategies, we expect visible results in the medium-long term, since increasing the visibility of branded and non-branded keywords takes time.
But as we have shown in this article, there are cases in which teamwork between the business and SEO specialists can create opportunities that, if properly exploited, can have a very positive impact.
In this case, we have worked together to find the key products and services that have a relevant demand and a growing search trend, and that can be covered by the company, providing the solution to the current consumer problem.
The key factors of this strategy have been:
Coordinated action plan
Keyword Research
Onpage SEO Optimization
Interlinking
Creation of informative vs. transactional content
In summary, the key has been to develop strategies that adapt to the new context, that cover the user's search intention and above all, to provide the information the user needs to solve their problem. If we apply this type of strategies, not only Google will position us, but we will also help current and future clients.
We believe this case is special because it brings together the case of a humble company with a traditional product that is affected by a global pandemic. The fact that SEO and the business have found a solution to a problem that has never been encountered before has a lot of value.
On the other hand, we believe that the resources in the face of the situation were not advantageous, so we have worked efficiently with the goal of recovering the economics of the business. Helping hundreds of people to keep their jobs and achieve their business goals in such an atypical year is a great honor for both Rocket Digital and Oficinas Montiel. This case shows that a technical channel such as SEO can enter the business and change a strategy.
Why work with us?
Rocket has a multidisciplinary team, expert in all aspects necessary to carefully plan and carry out a complete and effective online campaign in order to boost your business sales on all digital platforms. With a team with extensive experience in leading companies such as Mango, Stradivarius or Desigual, Rocket adapts to the needs of each client to design a plan focused on improving the conversion rate of your website.
If you would like to discuss with our specialists how they can help you position your business in any situation, please contact us, do not hesitate to contact us!
Download the FULL CASE STUDY if you are interested in learning more about how we work.
