At the beginning of the project, a technical audit was carried out to check whether all technical potential had been exploited to date and to see where there was still room for improvement. After all, a flawless technical setup is not only the basis for a first-class website, but also for functioning content.
In order to achieve the objective of landing in one of the top 3 positions in the Google ranking for selected search queries, the project team not only established a continuous SEO improvement process on selected brand websites, but also used informational content and transactional content to specifically answer user questions.
Content strategies were developed for all eight brand pages in order to identify all potential topics that users are looking for. In the end, more than 730 new texts were created, including category content, product detail content and guide content.
Weekly reporting also plays an important role and ensures the input and output of SEO activities are measurable. In this way, not only is success quantifiable, but it is also makes it possible to preemptively identify if there is still a need for optimization.
Targeted outreach measures also increased awareness of the brand websites.
In addition, we held regular upskilling sessions with the in-house employees involved at Henkel in order to involve them further in the project, and also to build up extensive SEO knowledge within the company itself.
From the beginning of 2018 to the end of 2021, Henkel saw a 278% increase in total traffic on the brand websites of the six previously selected countries (Germany, Brazil, Canada, France, the United Kingdom, and the United States). In addition, organic traffic increased by 290% and the average ranking position improved by 39%. The team achieved a 21% coverage of all available Featured Snippets for the defined keyword set compared to 0% in 2018.
Increased visibility using the example of loctiteproducts.com
Using the example of loctiteproducts.com, the visibility index shows just how strongly visibility has risen again since the start of Henkel’s collaboration with Claneo and another content agency after a previous decline.
We have defined the following key performance indicators for measuring success:
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