Rocket Digital & Muebles Montiel: increasing organic traffic by 150% during the pandemic

ALEX CANTALAPIEDRA

SEO STRATEGIST

15 April, 2021

We in Rocket Digital 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 find Oficinas y Muebles Montiel, a company specialized in the sale of new and reconditioned office furniture in Spain. As a result of the COVID-19 pandemic in March 2020, their organic traffic began to decline due to low search demand for products, to the point of having a negative impact on conversions and business traffic.

 

The graph below shows the evolution of organic traffic once the alarm status has been declared:

In March 2020, the client contacted Rocket Digital to begin working on an action plan with the aim of resolving the situation the company was in.

Rocket Digital’s team of SEO specialists met with Muebles Montiel’s marketing department to brainstorm ideas, in order to obtain new verticals of work that would respond to the new needs of their clients and understand the new behaviors of search and buy in the new and unexpected situation.

In order to carry out this analysis, the following action plan was drawn up and carried out:

 

1- Carrying out Keyword Research and analysis of trends in recent weeks. Input 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 partition.

 

2 – Identification of products or services that could fit with the client’s business model and the viability of exit at the current moment.

 

3 – Selection of products or services that best fit based on the analysis carried out, such as face shields, temperature control and safety accessories.

 

4 – Carrying out an in-depth Keyword Research for each of the selected products or services.

 

5 – Creation and validation of specific landing pages focused on the chosen products. Creation of a category that will act as a list of products for the methacrylate partitions. This page contained targeted content and companies that needed this type of product.

 

6 – Approach to SEO OnPage actions and strategy to enhance the visibility of the landings of these products or services for Google. The category “Protection and security” was added to the menu, as it is highly relevant, so that the main target, when entering the website, has the category in which the product to be promoted (the methacrylate screen) is included. just one click away. At the SEO level, it was understood that this page received a link from the most relevant and authoritative page of the website: the home page.

 

7 – Improvement of interlinking to enhance these pages by taking advantage of the authority of the home page, and creation of 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 Montiel Offices. New categories have been added: face shields, temperature control and safety accessories.

 

8 – Blog content creation to improve 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 in the workplace was created , creating weekly content oriented to our target audience. These articles reinforced the “perspex screens” page with links to exact anchor text. Being a trend content on TV and social networks, it was also proposed to add high-quality images with the aim of appearing in the Discover section of Google. The idea was to work the content and the quality of the images very well. On the other hand, we took into account 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.

 

 

There was a 133% increase in clicks and an impression increase of 67% in Google Search Console for organic search results on the web.

Additionally, during the analysis carried out in the action plan, the 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 23, and two weeks later it had become the page that receives the most organic traffic, representing 35% of organic traffic entries to the web, even exceeding 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 allows the creation of opportunities that, if used correctly, can have a very positive impact.

 

In this case, we have worked together to find 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 in this strategy have been:

 

  • Coordinated action plan
  • Keyword Research
  • SEO Onpage optimization
  • Interlinking
  • Informational vs. transactional content creation

In short, 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 that the user needs to solve their problem. If we apply this type of strategy, not only will Google 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 is very valuable.

 

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 objective of recovering the company’s economy. Helping hundreds of people keep their jobs and achieve their business goals in such an unusual year is a great honor for both Rocket Digital and Montiel Offices. This case shows that a technical channel like SEO can go into 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 the sales of your business on all digital platforms. With a team with extensive experience in leading companies in the sector 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 their website.

If you would like to discuss with our specialists how they can help you position your business in any situation, ¡do not hesitate to contact us!

Download the COMPLETE CASE STUDY if you would like to know more about how we work.

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