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Carrefour, one of Europe's largest hypermarkets, drives 59% more Organic Traffic to their website with SEMrush

Caso di successo

"It is a tool that we use almost every day to analyze the possible irregularities of the site together with Google Search Console. Combining both tools, we attack those deficiencies and that can help us to scale positions. Without a doubt, and knowing the tool well, I personally think that this section would be at the top of SEMrush's main strengths, along with Keyword Gap."
Adrián Ferro, SEO Manager Carrefour España Carrefour

About Carrefour:

Carrefour SA is a French international hypermarket chain, with 12,000 stores and e-commerce sites in more than 30 countries. It is the second largest retail group in the world in terms of revenue and sales figures. Carrefour is a multi-local, multi-format and omni-channel retail Group that employs more than 360 000 people worldwide and generated 84.91 billion euros sales incl.VAT under its banners in 2018. Every day, Carrefour welcomes around 13 million customers around the world and is actively committed to quality and to more sustainable trade.

Business Challenge:

Carrefour is one of the largest hypermarket chains in the world, with over 12,300 self-service shops (including 1,528 hypermarkets). Carrefour operates in more than 30 countries in Europe, the Americas, Asia and Africa.
About two years ago, Carrefour reviewed its online positioning and discovered that, despite having such a tremendous presence in the offline world, they barely reached 100,000 keywords on the first page of Google at that time.
In addition to their desire to move higher in Google rankings, another key focus of Carrefour has always been to help their customers in the purchasing decision. “You can provide significant added value when customers can easily add to the basket the products they really need to have there,” says Adrián Ferro Cociña, SEO Manager de Carrefour España.
Carrefour knew they needed a better understanding of keywords that could provide greater visibility to their e-commerce on Google or any other search engine. They also needed to perform a complete analysis of the site and to gain a better picture of keywords associated with their strategy to attract the greatest number of potential customers.

Solution:

Once the pain points were identified, Carrefour started deploying SEMrush.
“We sought to expand as far as possible the positioning of all the most relevant words in the sector, based on an extensive study of keywords with a high volume of searches, and always accompanied by an in-depth analysis of the positions of our competitors with the largest influx of the sector.”
As with a lot of users, Carrefour began with competitive research. “We value the ability to identify keywords that our competitors commit to and the chance SEMrush gives us with their Keyword Gap tool to look for possible opportunities that we have not previously considered.”
Carrefour were enabled to find new keywords; to check for lost keywords; to prioritize reoptimization; to track improved keywords; and, very importantly, to see keywords that were in decline to implement position recovery solutions.
Carrefour also find Position Tracking to be especially useful. Adrián Ferro Cociña recalls: “Creating projects by category and evaluating the set of relevant keywords that we introduce in them, for example, ofertas piscinas, barbacoa electrica, mesa exterior etc., it is very convenient for us to have the position tracking, evaluating the movements of positions instantly, having optimal knowledge of the words that interest us most in Google and alert us if there are sudden changes that may affect the category.”
Site Audit proves to be irreplaceable: “It is a tool that we use almost every day to analyze the possible irregularities of the site together with Google Search Console. Combining both tools, we attack those deficiencies and that can help us to scale positions. Without a doubt, and knowing the tool well, I personally think that this section would be at the top of SEMrush's main strengths, along with Keyword Gap,” comments Adrián.
The progress is monitored via SEO reports that Carrefour creates with SEMrush. “The instantaneity with which we see the shifts in the positions of the keywords that we reoptimize is amazing. We closely follow this evolution and whether it has a positive or negative impact on the search engine,” comments Adrián.

Results:

Number of keywords ranking in the top 3 of Google SERP has grown by 210.3%
Carrefour currently have almost 90,000 keywords in the top 3 of Google, while a year ago they passed the 29,000-keyword mark.
The Organic Traffic channel for both Food and Non Food sections has increased by 59% and 29% respectively in two years
After the new implementations and improvements of on-page optimization in the last two years, the organic channel in Carrefour has grown by up to 59% with SEMrush.
Safe website management, with regular Site Audit check-ups
Thanks to SEMrush’s Site Audit, Carrefour is always enabled with the best tools to guarantee the website is performing to the best of its abilities.
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