Customer insights
s360 & BAUHAUS: Using SEO data to understand consumer trends
s360 helped BAUHAUS improve its SEO efforts and Content Marketing strategy by using Google Trend data to predict peaks in specific search terms.
Why
BAUHAUS wanted to create a digital content universe that could inspire and educate their target audiences of DIY people as the primary audience and people buying building materials as the secondary audience. However, BAUHAUS needed insights into when their audience was receptive to inspiration and what topics they found inspiring. In short, BAUHAUS needed help to understand consumer trends.
How
s360 integrated Google Trend data in the Content Marketing strategy to know what content to create and when to distribute it based on SEO insights related to which and when certain keywords spike in search. Additionally, s360 relied on a topic clustering strategy to pursue ownership of topics related to BAUHAUS.
s360 strengthened the focus on the two target groups by creating an environment on the BAUHAUS platform with a primary focus on inspirational and guiding content based on insights from Google Trend data, while a secondary focus was to include the commercial pages as cluster content to ensure the traffic also leads to transactions.
Related s360 article on Topic Clusters: Why you should focus on topics instead of keywords >
Results
BAUHAUS’ new data-driven SEO and Content Marketing strategy results in 600 % traffic growth within inspirational content. Today, BAUHAUS owns multiple subject areas in the market, focusing on quality content in Topic Clusters rather than mass-production.
The overall performance reaches new heights with e.g. 60 % lift in organic visibility.
Industry recognition
European Search Awards 2021:
- Best Use of Data (winner)
- Best Use of Search Retail (shortlisted)
- Best Use of Search B2C (shortlisted)
- Best SEO Campaign (shortlisted)
Global Search Awards 2021:
- Best Global SEO Campaign (shortlisted)
- Best Use of Data (shortlisted)
European Content Awards 2021:
- B2C Content Campaign (shortlisted)
Who
BAUHAUS is a German retail chain offering products for home improvement, gardening, and workshops. BAUHAUS is one of the largest retail chains with more than 300 stores and franchises across 19 European countries.
BAUHAUS sells both B2B and B2C and offers all products related to houses and gardens in one place.
Contact
Stefan Pedersen, Lead Specialist, SEO
[email protected]
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