The premise

In the fast-paced world of digitization, businesses find themselves compelled to constantly innovate and adapt to the ever-evolving digital landscape. Such is the case for this market leader in the electronics industry, which has witnessed a steady decline in demand for printers. The reason behind this shift lies in the increasing number of businesses choosing to digitize their invoices, documents, and contracts. As a result, the core business of renting out multifunction printers faces a daunting challenge.

However, a turning point arrived in the form of the 2020 lockdown. It proved to be the catalyst that propelled this brand in a new direction, one that involved marketing products with greater market demand. Enter advertising screens, digital signage, and digital whiteboards, among other sought-after solutions. The brand recognized the need to adapt and seized the opportunity to explore these exciting avenues.

At Seeders, we were fortunate to have had a longstanding partnership with this forward-thinking business. This familiarity enabled us to quickly grasp their new aspirations, align our efforts, and work harmoniously towards a shared objective. Once the target market sector became clear, we embarked on an intensive keyword research expedition. Armed with invaluable insights, we formulated a robust SEO and SEM strategy, designed to maximize the brand’s visibility and reach. With unwavering dedication, we prepared ourselves for an impactful launch—a launch that would propel this exceptional brand to new heights of success.

The strategy

As we delved into the depths of our keyword research results, a clear roadmap began to emerge! Enter the strategic phase, where we carefully charted our course for the client’s on-site and off-site SEO efforts.

To get off to a good start, we began by creating a tight schedule. This is a real must, when you start working on a strategy! With proper planning for the next few months, we laid a solid foundation for our digital ambitions, by working on on-site SEO optimizations as much as possible. Next up was the task of carefully formulating the keywords by search intent, in addition to identifying the primary and secondary keywords for each impressive landing page.

In the initial phase, we diligently embarked on a comprehensive optimization process. This involved defining meta titles and meta descriptions for the primary landing pages, ensuring a strong and impactful online presence. Building upon this foundation, we proceeded to implement a monthly text optimization strategy, continuously fine-tuning and refining the content to maximize its effectiveness.

Simultaneously, our dedicated team crafted a link-building strategy aimed at bolstering the authority of the new landing pages. Through keyword analysis and research, we identified our target keywords, establishing anchor texts and target URLs to guide our efforts in the upcoming months.

Recognizing the value of positioning our client in the local market of Barcelona, we prioritized keywords incorporating the city. Our analysis indicated lower competition for these location-specific terms, increasing the likelihood of achieving higher rankings in search engine result pages (SERPs).

To speed up the realization of tangible results, we quickly devised a new campaign structure within Google Ads. Using key insights from our keyword research, we drafted a targeted advertising strategy. By doing so, our client was able to generate immediate impact, attract valuable leads and drive business growth.

As our client’s digital presence flourished and leads began to flow, we diverted some of our advertising investments from traditional print campaigns to innovative platforms such as advertising screens and digital signage. This strategic turnaround allowed us to optimize our reach, target audiences through engaging digital media, and further expand our client’s brand presence.

Overall, this business approach of combining optimization, targeted advertising, and strategic adaptability, was the cornerstone of our successful campaign. We are immensely proud of the results achieved, as our client’s brand flourished in the competitive digital landscape and firmly established itself as a market leader!

The results

After more than 2 years of hard work, this business has achieved an incredible feat: most keywords are in the top 5 search results in Barcelona. And guess what? Their Spanish landing page for the keyword “advertising screens” (480 monthly searches) is now in first place! How cool is that? But that’s not all…

Here’s the icing on the cake: every month, this brand generates a significant number of leads through the organic and paid channels expertly managed by Seeders Barcelona. Not only are they happy with their recent success; they are constantly expanding their presence in the market and are committed to introducing exciting new products, such as waiter robots and the innovative Catchbox.

As if that wasn’t impressive enough, they recently opened one of the first showrooms for advertising screens and digital signage here in Barcelona. This move shows their commitment to stay ahead and provide their customers with a cutting-edge experience.

This business’s journey is a testament to their unwavering dedication and willingness to adapt. Through these exciting ventures, they are undoubtedly making waves in the Barcelona market. So now let’s get to the most exciting part…. let’s take a look at the results. We realized (amongst other things):

• New top 1 positions (3)
• New top 5 positions (8)
• Contact request increase (22%)
• PPC traffic growth (105%)
• Referring domain increase (39%)