By Antoine Pourron, International SEO Manager at Groupe SEB
With 33 brands, a presence Case study in 150 countries, and more than 200 websites, Groupe SEB is a major player in the small household appliances sector. algeria phone number library However, this international reach comes with a strategic Challenge: developing an effective SEO approach in a decentralized context. This case study highlights the challenges encountered and the solutions implemented to build a coherent and effective international strategy.
SEO: an essential lever for Groupe SEB
For a company the size of Groupe SEB, being visible on the web is an absolute necessity. SEO plays a central role in this quest, notably thanks to an ambitious editorial content strategy. However, despite the importance of this lever, SEO content production. Remained limited: fewer than 100 pieces of content were produced in 2023, a figure well below what was needed, given the number of sites. Faced with this observation, the group has set ambitious goals: to reach 1,200 editorial content pieces per year by 2025.
SEO Evangelism: A Long-Term Job
1st observation: the level of SEO maturity was very. Different from one market to another, which could hinder the development of online visibility, and this could represent an obstacle to fully capitalizing on the potential of the group’s many markets and brands.
To address this issue, several actions have been implemented:
- Regular SEO Webinars : These educational sessions, held every month and a half, cover practical topics such as using Search Console or the latest Developments in Google algorithms.
- Detailed Guidelines : Practical documents have been designed to standardize and simplify writing title tags, creating optimized pages, and other technical aspects.
- SEO Advanced Community : An internal community dedicated to the most mature markets has been created to test new ideas and accelerate skills development, in collaboration with the central team.
A hybrid strategy: centralization and local adaptation
In such a diverse group, a single strategy cannot be suitable for all markets. The approach adopted is based on a hybrid organization, combining a global vision with local adaptation.
- Set clear objectives : position yourself on high-Potential non-brand queries by combining both massive and qualitative content production.
- Centralization of analyses : the central team identifies key bahamas email list themes by carrying out semantic analyses on the main markets.
- Local adaptation : structured briefs are sent to local teams, accompanied by localization kits to ensure effective implementation.
The Importance of Localization Kits
These files provide a structured basis to ensure effective and consistent implementation of the content. They include:
- A list of English article titles, along with their translations.
- Specific guidelines adapted to each content.
- A selection of images and/or videos to embed.
- Clear instructions on how to use SEO tools, such as Semji.
- A guide detailing the steps for integrating content into the back office.
This approach allows for the centralization of belgium business directory necessary resources, maximizing the standardization of content and. Information market by market, while facilitating the local adaptation of SEO strategies.