Author: Gravity Agency

The project brought us the opportunity to work with different teams and departments.

Traffic was one of the main drivers for the company's e-commerce growth.

The project began in 2018 when Leroy Merlin Italia started its e-commerce acceleration project with traffic being one of the main guidelines for growth. One of the most important points for the company was to strengthen visibility in search engines.

What sparked the company's interest in hiring Simplex was the proposed approach, both based on planning and execution mode. The project started with a full site audit and addressed the more technical part of the indexing aspect of the site. Then, the integration and on-boarding of the business teams was initiated to increase visibility.

Another important part of Leroy Italia's decision, was the scalability that Indexa achieves. This allowed us to see from the outset the solution's potential to accelerate our presence and generate pages at a much faster pace than if we had to generate them manually.

"That was the really impressive part and feature of the solution. I mean, we can now, with a scalable tool, get more market share in the search business and that's really what makes the difference for us. I would say that having a solution that automates our ability to get more and more incremental search engine traffic is what makes the difference."
Luigi Cuviello, Digital Marketing & Content Strategy Leroy Merlin Italia.

SEO is a company-wide job, and this project allowed us to unite various parts of the company. Starting with the business team, such as the merchandising team. Also included was internal search project manager, as there is a big connection between Indexa and internal search aspects of the website. Technical teams were also involved in the project in addition to the entire traffic team to ensure visibility and measure the performance of the solution.

With this partnership, we have achieved two great results after one year. Thanks to the competence of the Leroy and Indexa teams, we have delivered more than 65,000 indexed pages to date. And, these pages, are responsible today for about 8% of the SEO traffic.

Another important aspect is the virtuous cycle that the solution generates. Because effective results in the search engine are linked to high quality results in the internal search engine. So the two parts form a virtuous cycle that generates more and more value for the company as a whole. So the economic value that Indexa brings by creating pages in this automated way brings a benefit of at least €90,000 per month. And that's a growing number.

"Basically, we look at it in terms of direct impact as a way to get more traffic. But from a financial point of view, it's a way to save money in the long run because we don't need to create paid campaigns to get that long-tail traffic."
Luigi Cuviello, Digital Marketing & Content Strategy Leroy Merlin Italia.

Simplex generated a high volume of qualified organic traffic.

• UX is essential and the most critical aspect is to match customer expectations with the best offer;
• Providing relevance at scale for long-tail searches has been an unsolved challenge for a long time;
• Progress on the machine learning-based system has enabled Simplex to develop a technology solution;
• Indexa is a landing page generation system designed by Simplex that integrates all SEO best practices,
• After a year with Indexa at a major European DIY provider, non-branded keyword traffic increased by 15%, equivalent to a monthly ad spend of €900,000.
• SEO traffic requires good content and compliance with Google's recommended practices;
• Through its many benefits, SEO remains the investment with the most significant impact and the most effective ROI.

Simplex has developed a solution that generates high volumes of qualified organic traffic for a leading European DIY global player in two of its largest markets.

Delivering what the consumer wants, at the right time, and to the highest quality standards in content is essential to succeed in the digital space. Brands need to develop the ability to create valuable customer experiences and optimise their online presence to connect with those who are looking for them or a need they can fulfil.

Traffic is critical to any e-commerce operation. For DIY companies, according to SimilarWeb, organic traffic is the biggest source of audience (44%), higher than direct traffic (36%) and SEM (12%).

All ecommerce sales generation starts with the site's audience or incoming traffic, and the overall level of revenue is directly correlated to traffic levels. This European DIY world leader chose Indexa from Simplex, to increase organic traffic, the most extensive channel and the one with the most substantial untapped potential.

The solution analyses all customer search behaviour on the website and identifies traffic generation opportunities. With proprietary artificial intelligence and machine learning-based systems, landing pages are built to the highest standards ideal for search engine indexing. By meeting these higher standards of customer experience and advanced search engine optimization (SEO) requirements, these pages can attract high traffic volume and higher conversion rates at a lower cost.

For this major global player and Europe's leading DIY brand, a partnership with Simplex proved to be a lucrative opportunity. It meant they would improve organic traffic and domain relevance at a scalable rate, without requiring additional resources or burdening the development team.

According to SEMRush data, as of April 2020, Indexa was responsible for up to 3.5 million monthly sessions or 15% of all organic traffic. The estimated monthly acquisition cost (equivalent to Adwords) for that traffic is €900,000. To date, Simplex 's software has created around 110,000 landing pages that have generated this additional traffic.

Additional traffic from Indexa

In just over a year, Simplex was able to help this European global DIY brand better target its media investments, improve customer experience, increase traffic, conversion rate and qualified leads by creating thousands of search engine best practice compliant landing pages.

Incremental traffic of Indexa in total traffic 

With the phasing out of third-party cookies from browsers, retargeting strategies will be significantly affected, compromising brand traffic acquisition. And as direct response investment grows, so will CPCs.

SEO traffic will be split between the players who strive to produce the best mix of content and who work in compliance with Google to meet user searches.

Focusing on SEO to generate accurate content for key phrases also creates SEM opportunities to buy paid traffic with a lower CPC. With SEM (Search Engine Marketing) being the only way to increase traffic instantly, SEO landing pages are an excellent lever to accelerate with a more substantial ROI.

Sites with strong SEO also benefit in SEM, with a significantly lower CPC and higher conversions thanks to high-quality pages. Strong SEO also reduces reliance on SEM: brands don't need to buy traffic when they already rank well in natural search results. This saves the SEM budget or allows them to invest more.

Google Webmaster Blog says:

"Great on-page experiences allow people to do more and engage more deeply; on the other hand, a poor on-page experience can prevent a person from finding valuable information on a page. By adding on-page experience to the hundreds of signals Google considers when ranking search results, our goal is to help people more easily access the information and pages they're looking for, and to support site owners in providing an experience that users enjoy." Google Webmaster Central Blog)[1]

SEO traffic is the most qualified traffic because Google is directing users to the best available combination of relevance, trust, speed and device compatibility. Strong SEO visibility in top searches is also the best way to stay "featured" for customers. It's the key to brand recognition.

Organisations have no choice but to work smarter to develop their traffic quality. Search engine optimization, among its many benefits, is the strategy with the most reliable ROI. Being a zero-sum game, there is only one top position at the expense of the competitor.

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[1] Source: https://webmasters.googleblog.com/2020/05/evaluating-page-experience.html

Simplex solutions generate weekly growth in visits

Buscapé is one of the largest price search engines in Latin America with a huge variety of products registered, but even as a market giant, the company presented the challenge of increasing organic visits to their website. In other words, they needed to further improve SEO, which stands for "Search Engine Optimization", that is, optimization for search engines, which is nothing more than to enhance the positioning in which your site is displayed from organic results (not paid) in search engines.

Despite several efforts, due to the great competition, Buscapé was facing problems to further improve its SEO results. This can be explained by the advances in competitiveness of the market scenario and the various changes in search engine algorithms, in this scenario the results obtained by Buscapé were not satisfactory for the company. The SEO trend was not growing, which means that as time went by the site was struggling to stay in the lead.

Strategic work

To further improve this SEO scenario, Buscapé, in conjunction with Simplex, developed a strategy, divided into 2 stages. The first consisted of aligning the company's practices with the recommendations and best practices of the major search engines. With this first step accomplished and the scenario of over 20 million Buscapé SKUs, we implemented the Indexawhich enabled the automatic creation of landing pages capable of making the site as efficient as possible and with the best customer experience.

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Simplex's technology helped Buscapé understand their customers even better. Cerebro was instrumental in further optimizing team time, resources and budget. It can look at a very large number of KPIs and synthesize a universe of information, giving teams more time to look at other relevant and important projects.

Focus on results

The evolution of the Buscapé project has been impressive and incredible results have been achieved. According to SEMrush, an online visibility analytics and marketing services company with public results, the number of monthly visits in June 2018, when we started the project with the Indexa, was just over 16 million, in April 2019, that number rose to over 21 million. In that almost 1 year, the Indexa created more than 187,000 landing pages, according to Google

Buscapé is one of the largest price comparators in Latin America, with more than 20 million products registered. Maintaining a site with the best experience for all products is a complex task.

Focus on SEO and investment

In two years Simplex was able to help Buscapé create landing pages in compliance with search engine best practices. This helped them better target media investments, improve customer experience on the site, improve conversion per visit, and increase traffic with qualified leads, all with the same team size, increasing sales and reducing costs.

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Buscapé is one of the biggest success stories in Brazil. The company emerged in 1998 when four friends realized that if you wanted to buy something over the internet, you had to spend hours in front of the computer, opening different pages of different shops and even visiting physical shops. There was no place that displayed prices for the same product across multiple shops.
Today, with 20 years of operation, Buscapé remains among the leaders in its segment, offering a range of services to its more than 15 million highly engaged monthly users, such as price history, list of favorite products, price drop alerts and purchase protection up to R$ 5 thousand.

Simplex creates pages with the products that will be most relevant to customers.

In recent months, thousands of landing pages have been generated and increased organic traffic.

Indexa solution, with predictive model, creates online pages with the products that will be most relevant for customers in the coming days; in the last fourteen months, more than 60,000 landing pages were generated, responsible for a 20% increase in organic traffic

Mobly - a technology startup that operates in the furniture and decoration items retail sector - has created almost 60,000 high-performance landing pages based on artificial intelligence over the last fourteen months. The innovation is already responsible for a quarter of traffic from organic searches not related to the brand, 20% of total organic traffic of the site and 15% of total clicks. Behind the results is the Indexa platform, from Simplex, a startup with solutions aimed at increasing traffic and sales conversion.

"The Indexa platform is able to anticipate the searches of tens of thousands of consumers, as it has an information database that uses artificial intelligence and machine learning-based systems to arrive at the most used keywords in consumer searches" explains Victor Hirai, Mobly's Performance Marketing Manager.

Search engines

The platform creates, in milliseconds, product catalogue pages with the same visual interface as Mobly, without the consumer noticing the difference between the traditional pages of the site and the automated ones. All are generated according to Google's best practices, so that they are better positioned and indexed according to the search engine's algorithm.

According to the Performance Marketing manager, the new technology allowed Mobly's e-commerce to see an increase in the relevance of the mobly.com.br domain - which now has a better indexation in Internet search engines - and a growth in traffic on the other pages of the site.

Hirai says the system is still in a learning phase. "Since January, when we started, our revenue from traffic generated by the Indexa platform has been growing. We believe it has the potential to scale up to 10% of the site's revenue already in the coming months," he estimates. This will represent close to a third of the site's organic searches.

When it comes down to it, the company benefited from additional savings. If Mobly had bought the traffic generated by Indexa from adwords (paid internet media) it would have spent the equivalent of R$ 850 thousand. "For us, however, the most important thing is not so much the possibility of reducing the investment in paid media, but rather that of generating extra revenue for the company," the executive stresses. "The revenue generated by the platform simply did not exist before", he emphasises.

Focus on SEO

For Hirai, Simplex played a strategic role in the deployment of Indexa at Mobly. "His team made us see the importance of pursuing improvements for the expansion of organic traffic. Now the whole company is oriented in this direction, from IT to sales to development," says the Performance Marketing manager. "Everyone, continuously, has been concerned with a better SEO, from the creation of the name of a product, to its description and the description of its image on the site," he informs.

João Lee, founder of Simplex, reinforces the importance of a strong SEO: "When we deliver to the final consumer an online page with a product that is exactly what they are looking for, we improve their experience and make the e-commerce brand increasingly relevant on the internet. In addition, we also achieve a better sales conversion rate. This way, both sides of the counter - consumer and e-commerce - are winners.