s360 & Swappie: Accelerating the fastest-growing startup in Europe

Renewing Swappie.com to be the go-to place for all things iPhone

The Challenge

Website content architecture to match the modern consumer

Swappie decided to refresh the structure of its website to meet the rapidly changing needs of online consumers. When renewing a website's architecture and design, you face the risk of a massive fall in search visibility.

Swappie partnered with s360 to prevent potential migration mistakes and ensure that the new site performs on SEO from day one. Yet another challenge was the tight deadline with only three weeks to launch before Black Friday.




Refurbished iPhone

Monthly organic visitors to existing markets
Uplift in traffic in key markets
Total uplift in organic revenue
Placement on ‘iPhone xs max’ search in Italy

The Solution

Building a house of content and changing URLs ties everything together

s360 helped Swappie understand how Google reads the website code and specific URLs, and how these elements are tied together. Based on these insights, s360 changed all URLs across countries to include the essential keywords to rank organically high on Google and own all iPhone-related topics.

Additionally, s360 completed a content analysis to build a ‘House of Content’ answering all iPhone-related questions to boost organic traffic growth from purchase-ready visitors and existing customers.

A daily sprint session and an open Slack support channel were made available during the migration phase to clarify unexpected challenges. Because of the highly efficient and transparent communication flow, errors were found, identified and fixed in a fraction of time.

“s360 has been an invaluable partner in our hyper-growth journey of building a leading e-commerce of refurbished smartphones. While we continue to develop our digital customer experience, s360 played a vital role in this significant milestone of our website revamp.

Throughout the project, they helped us defend and develop our organic performance as an agile extension of our internal product team. s360 had unforeseen fast response times and close collaboration with our UX and tech. Continuous and well-prioritized SEO improvements were implemented in every step of the way - and the results speak for themselves!“

- Essi, Senior Product Manager of Demand, Swappie

The Results

Outranking Apple and Amazon on "iPhone xs" search on the italian market

Swappie’s renewed website went live before Black Friday. The new structure and related SEO efforts added 110K monthly organic visitors to existing markets while preventing drops in SEO traffic. Moreover, the work improved search rankings regarding iPhone models and generic iPhone searches across all Swappie markets. Italy, Swappie’s largest market, experienced a remarkable improvement only two weeks after the renewal launch, as Swappie ranked #1 on “iPhone xs” with 165k monthly searches - outranking Amazon, mediaworld, and even Apple itself.

Industry recognition

European Search Awards 2021

  • Best Use of Search - Retail/eCommerce SEO (winner)
  • Best SEO Campaign (winner)
  • Best Use of Search - B2C (SEO) (Large) (shortlist)
  • Most Innovative Campaign (shortlist)

Global Search Awards 2021

  • Best Use of Search - Retail/Ecommerce (SEO) (shortlist)
  • Best Use of Search - B2C (SEO) (shortlist)
  • Most Innovative Campaign (SEO) (Large) (shortlist)
  • Best Global SEO Campaign (shortlist)

The Client


Swappie is a Finnish startup with an online marketplace for buying and selling refurbished smartphones. With the latest technology and high standards, Swappie reduces environmental waste and offers consumers a safe and secure way to get connected for less.

Today Swappie operates in 8 countries across Europe and has become one of the most innovative and fast-growing startups in Europe, growing its team to over 260 and raising $48 million from investors to date.




Hermanni Nurila, Managing Director, s360 Finland

[email protected]


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We’re privileged to work with innovative companies and proud that our shared results get international recognition.


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