Case Study Marketing Festival 2016

1. Do It Yourself and dominate
search rankings for DIY!
Bluerank for Leroy Merlin Poland

2. Client
Service
Director
Tomasz Sąsiadek
Client Service Director
Bluerank is Polish online marketing agency
Hello

3. Lerła Merlę, Leruła Merloj,
Leroj Merlin, Liroj Merle,
Lelem Melem, Lery Mery
Marlin Monroe?!
Leroy Merlin

4. Leading brand in construction and decor accessories
One of the biggest e-commerce websites in Poland
Unbeatable leader in terms of DIY organic search visibility
More than 60 thousand available products
Very strong in content, DIY preferred information source
Leroy Merlin

5. Maintaining position
as the supreme leader
in terms of organic search
visibility and traffic in Poland
Challenges

6. Increasing the annual
non-brand SEO traffic
by at least 30% Y2Y
[2015 to 2014]
Challenges

7. Increasing the annual
non-brand SEO revenue by at
least 7% Y2Y
[2015 to 2014]
Challenges

8. Making Client’s mobile
app the most visible DYI
brand app in organic search
Challenges

9. Elements of success
Consulting support
White has SEO
Content marketing
activites
Mobile SEO app
optimization
Market trends analysis
and monitoring
competition search

10. Leroy Merlin
15 people
directly involved
in the project
Bluerank
12 people
directly involved
in the project
2 000
drunk coffees
during meetings
Elements of success

11. “The brand and domain are strong. Let’s focus on vast
on-site content development to drive users from as many
offer-related keywords as we can.”
t
manymany
Implementation
Idea #1: On-site content marketing

12. Implementation
Idea #1: On-site content marketing
keyword analysis
monitoring
and regular
recommendations
content optimization
website development

13. I’ve installed GTA 5 on it – doesn’t work
I bought it for my wife on an anniversary, it’s great!!! She hasn’t talk to me in 3 weeks!!
Customers’ scores…
with comments and counting
2474
Chipboards seem to be kind of cool
Real life user generated content marketing

14. “Leroy Merlin publishes a lot of content every day in all media
they own, buy and earn. They can do a lot of optimized SEO
publications themselves. Let’s focus on top SEO consulting
for writers and publishers!”
ediaediaall m
Sd
n a
SEO
ting
Implementation
Idea #2: SEO PR

15. Implementation
Idea #2: SEO PR
SEO workshops
for the editorial team
Personalization
of recommendations
according to the kind
of subpage
regular cooperation with
client in terms of exchanging
know-how
SEO and Client’s business
strategy correlation
(sales trends, TV campaigns)

16. “Users use mobile devices. Google promotes
that as well. Let’s focus on mobile app deep linking.”
Implementation
Idea #3: mobile

17. Implementation
Idea #3: mobile
Deep linkining
implementation according
to Google best practise
Mobile app optimization

18. increase of annual
online non-brand
SEO revenue
increase of annual
non-brand SEO traffic
Non-branded organic traffic
last year
2015/2016
1 2 3 4 5 6 7 8 9 10 11 12 1 2 3
Results

19. A non-branded SEO visit for as little
as 0,002EUR in 2015 (based on number
of non-brand visits/project's cost)
€
Increasing SEO ROI
Results

20. Maintaining Leroy Merlin’s position
as a supreme leader in terms
of DIY organic search visibility
and traffic in Poland
Results

21. The 1st place
and
EUROPEAN SEARCH AWARD 2016
for the Best Use of Content Marketing!
Results

22. Thank you for your attention
Any questions?
Tomasz Sąsiadek
Client Service Director
t.sasiadek@bluerank.pl