Challenges

• The information architecture of the site wasn’t built thinking of SEO, for this reason, climbing up the ranking resulted more challenging as the client didn’t have the possibility to restructure it.
• The structure of the content wasn’t optimised for conversions and required some work where possible.
• Reporting: the client created and adopted their own way of reporting throughout the years, editing the default channels to include what best suited their needs, often merging sources. We fully adapted our reports to suit the needs of the client and make the data as clear as possible.

The Process

• We proceeded by having a deep chat with the client, understanding their business goals and priorities, the main products and categories.
• We studied what teams were easy to work with within the business and which required more time to approve/work on things to make sure we were proceeding to achieve short-term gains, as well as long-term gains.
• We then proceeded with the onboarding, running an overall SEO audit to better understand the main issues, comprehensive keyword research and competitors analysis.
• Meanwhile, we also built a reporting dashboard to ensure all data was available to be consulted monthly.

The Strategy
The SEO audit uncovered multiple areas of improvement, including on-site content, internal linking, information architecture and technical elements such as image optimisation, speed, URL structure, redirections & canonicals.

• We proceeded to analyse the client categories to optimise the categorisation and their naming while optimising the meta data and H1s in bulk to gain some short-term gains.
• Once this was done, we worked to optimise the content on the pages and internal linking, to boost the categories’ visibility.
• Meanwhile, we’ve been running a tech audit, IA and CRO audits to make sure we could make the website ready for conversions.

The results
Working together for one year, we’ve averaged a monthly 20% traffic and 15% revenue increase, for an overall 50% increase in traffic and 30% increase in revenue YoY, perfectly hitting the forecasted numbers.
We increase the average ranking position from position 30 to position 15, boosting the number of keywords within the top 3 by over 20%.

The request:
The main objective was to maintain and optimise the website to maximise organic traffic and revenue, while developing a structure and content strategy scalable across multiple international markets, with a local approach.

Challenges

• Several major Google updates significantly altered the SERP landscape and ranking priorities, especially for some of the keywords that were central to the strategy.
• Local content needed regular updates to stay relevant to Italian search behaviour, while we also had to identify opportunities to adapt or replicate successful strategies for other target countries.
• The brand is heavily relaiant on seasonality, therefore periodical content and structure updates were necessary to keep the products relevant to the right season.

The Process

• We started with a deep consultation with the client to understand their business goals, international expansion plans, and internal workflows.
• While the focus remained on the Italian market, we aligned our strategy to support their global ambitions through prioritised keyword and content strategies for multiple regions.
• We conducted a full SEO audit and competitor audit, including IA review, keyword and competitors analysis, to identify growth opportunities both locally and abroad.
• A custom reporting framework was created to separate branded and unbranded traffic, allowing for precise performance tracking and strategic decision-making.
• We established a workflow with the client and PPC agency to sync organic and paid efforts and run targeted PPC & SEO A/B tests.

The Strategy

• We continuously refined and optimised the site’s information architecture and category structure, based on keyword trends, user behaviour, and competitor analysis.
• Annual content strategy planning was implemented, along with rolling category updates to keep up with changing demand and seasonality.
• Internal linking structures were analysed and improved periodically, ensuring link equity flowed effectively through the most strategic pages.
• Collaboration with the PPC team allowed us to avoid cannibalisation, test keyword overlaps, and maximise ROI from both channels.
• We remained agile during the year, adjusting our priorities in response to large-scale algorithm updates, ensuring that we preserved and improved rankings.

The Results

• Despite a volatile SEO environment, we achieved a 40% YoY increase in clicks and impressions, along with a 20% rise in revenue from organic traffic.
• The number of keywords ranking on Page 1 grew by 50%, a significant gain considering the mid-year drops caused by algorithm shifts.
• The strategic differentiation of branded vs unbranded traffic allowed the brand to better understand its market share growth and the impact of SEO efforts on brand awareness versus new customer acquisition.