+50.4% visits with SEO, content and local SEO

We optimised the titles and meta descriptions of every page on lidl.es, built a new structure and new categories, and proposed positioning by supermarket and city. We tracked 1,100 keywords and wrote the guides for implementing Google Tag Manager and Google Webmaster Tools.

We optimised how the stores appeared in Google Maps and local results and wrote a description for each one. We converted the store data from Bing's format to Google's and kept opening hours, holidays, openings and closures up to date. On the website we created the local stores section and regional pages, and tested local pages with built-in maps in the CMS.

We ran keyword research by topic, such as home, kitchen, DIY, garden or gluten-free products, and drew up an editorial calendar. We wrote content on wine and fresh produce, restructured the quality section, created content for lidl-fotos.es and designed the link-building strategy.

We set up a KPI matrix that separated online channel traffic from local traffic, with metrics of its own for the stores: Google My Business visits and impressions, traffic to local pages, and coupons downloaded and redeemed. On that basis we built an executive dashboard and configured Google Tag Manager, the Google Analytics accounts, the goals and the UTM tags for email campaigns.

We optimised the Google Ads account and proposed a new structure based on an analysis of the spend. We analysed third-party ads infringing the Lidl brand, defined the media strategy, and planned and ran Christmas campaigns.

We trained Lidl staff in Google Analytics and ran SEO and CMS workshops for new Lidl employees. Our team made the changes at Lidl's head office.