CI&T bets on smart, automated SEO to expand its brand awareness around the globe
- To gain awareness around the world, the Brazilian multinational - a digital specialist - relied on the Sir Cache tool, from Brazilian martech Simplex, which, in just two and a half years, increased organic traffic on the company's global website by 198%.
- Project overcame the challenge of ensuring a good end-user experience in the most diverse diverse languages and markets, including those where the preferred search engines of choice are not Google.
São Paulo, February 2022 - The marketing manual says that a well-done SEO - Search Engine Optimization - is a key ingredient to achieve brand awareness. And CI&T, a Brazilian multinational digital specialist for major brands such as AB Inbev, Bradesco, Coca-Cola, Google, Itaú, Johnson & Johnson and Nestlé, chose to do it with state-of-the-art tools. Three years ago, it hired Simplex, a Brazilian martech, which specializes in increasing website traffic and conversion by adopting features such as artificial intelligence and process automation. The experience was so promising that CI&T adopted the same solution used in Brazil - Sir Cache, a tool that works to optimize websites and SEO traffic - on its global website. In the process, it witnessed an increase in its organic traffic across the company's various global sites of 198%.
"At that time, we decided to unify the company's website in all countries as part of our movement to think globally and act locally, unifying the perception of the CI&T brand as a global brand", explains João Vitor Ferreira, Marketing Manager at CI&T. "In this context, an SEO project using process automation and artificial intelligence was fundamental," he says. According to him, the choice of Simplex for the project was because "we had already signed a partnership previously with promising results and we were confident in scaling the project globally in partnership with Simplex".
The SEO improvement obtained by CI&T in the period is measurable. The growth curve from June 2019, when the project started, to January 2022, went from 6,534 organic accesses, to 19,509, according to SEMRush data. This expansion goes hand in hand with the growth of CI&T, which in recent years has won the world, made acquisitions (including Dextra) and successfully debuted on the New York Stock Exchange (NYSE: CINT).
Team integration - The entire SEO project was closely monitored by CI&T's IT team in the various countries where the company has a presence. "The integration of the teams and the transfer of knowledge from the Simplex team to CI&T professionals in several countries was one of the determining factors for strengthening the partnership between the companies", believes Marcos Arantes, founding partner of Simplex.
According to Arantes, the project, which has already reached a global level, took into account several aspects of SEO, such as a website with many language options. SEO concepts were also applied to websites in China, Japan, New Zealand and Australia. "Asian countries do not have such a large predominance of Google in the share share as here. In Japan, the share share of Yahoo and Bing is not so insignificant, and in China there is a completely unique system, Baidu". We had to adapt the SEO criteria so that it could work with the other search engines in those markets," he explains. In this context, Sir Cache was a determining factor for a good SEO response. "In the case of Baidu, there is a much higher requirement than Google, for example, for pages to load faster and Sir Cache was decisive in the project."
According to the Simplex executive, the Sir Cache implementation project took about 15 hours. "We implemented it first on the Brazilian website, and then we did the rollout, which was a very simple process," he concludes.
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About CI&T
CI&T is a global digital expert, and end-to-end digital transformation partner for more than 50 large corporations and fast-growing enterprises. As digital natives, we bring a 27-year track record of accelerating business impact through complete and scalable digital solutions. With a global presence in 8 countries with a business model of nearshore deliveryCI&T is the Employer of Choice for over 6,000 professionals in strategy, data science, design and engineering, leveraging revenue growth, driving consumer experiences and increasing operational efficiency for its clients.