Leroy Merlin Italy accelerated its online presence and generated pages quickly
The project began in 2018 when Leroy Merlin Italia started its e-commerce acceleration project, with traffic being one of the main growth guidelines. One of the company's most important goals was strengthening its visibility in search engines.
Traffic was one of the company's e-commerce growth drivers.
The proposed approach, which is based on both planning and execution modes, sparked the company's interest in hiring Simplex. The project started with an entire site audit, which addressed the more technical aspect of the site's indexing. Then, we initiated the integration and onboarding of the business teams to increase visibility.
Another essential part of Leroy Italia's decision was Indexa's scalability, which allowed them to see the solution's potential to accelerate their presence and generate pages much faster than if we had to develop 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. We started with the business team, such as the merchandising team. The internal search project manager was also included, as there is a significant connection between Indexa and the website's internal search aspects. Technical teams, in addition to the entire traffic team, were also involved in the project to ensure visibility and measure the solution's performance.
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. These pages are responsible for about 8% of the SEO traffic today.
Another important aspect is the virtuous cycle that the solution generates. Effective search engine results are linked to high-quality internal search engine results, so the two parts form a virtuous cycle that generates increasing value for the company as a whole. The economic value that Indexa brings by creating pages in this automated way benefits 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.