In this case study, you’ll learn how the online retailer PcComponentes overcame fierce competition in the tech ecommerce space in the Spanish market by refining their content strategy. Faced with the challenge of increasing visibility and improving conversion rates, they leveraged Search Engine Optimisation (SEO) and content marketing tool Keytrends to boost rankings and enhance brand authority in their niche.
Curious how you can apply similar strategies to boost your own SEO and content marketing? This case study offers valuable insights that align with the SEO-focused chapters of Digital and Social Media Marketing: A Results-Driven Approach (3rd edition). Dive into the book to discover practical, results-oriented techniques for enhancing your online visibility and driving conversions.
Introduction
The Spanish digital market has become intensely competitive due to a surge in online content.
A major challenge is the rise of niche websites targeting highly-competitive keywords, often outranking established brands despite lacking their expertise.
This trend has disrupted the traditional customer journey, replacing direct purchasing experiences with affiliate-driven content. Unfortunately, many of these affiliate programs lack credibility, potentially misleading consumers and complicating the online marketplace.
The challenge
PcComponentes is a leading online retailer of technology products and a marketplace for other brands. They operate physical stores and have central warehouses spanning over 41,500 square meters.
In this highly competitive sector in the Spanish market, PcComponentes aimed to boost its online visibility to:
- Increase the flow of visitors to their online shop and blog
- Improve conversion rates
- Establish themselves as a leading portal in the technology sector
The solution
PcComponentes implemented a comprehensive content strategy to enhance the positioning of both the online shop and the blog, while also strengthening brand image:
- Online shop
Developed content for categories and product cards, using main keywords, entities and the queries identified through KeyTrends. - Brand blog
Optimised articles addressing user queries and the latest trends
Keytrends’ features use
Trend finder to identify topics
- Discovered growing topics 10x faster
- Identified relevant trends like “Xiaomi mini PC” and “Kitchen gadgets”
- Avoided missing out on emerging trends
AI content assistant
- Streamlined search intent research and content writing
- Extracted new ideas for daily content
- Accelerated content creation process
Cannibalisation control
- Visualised content created for the same keywords
- Prevented duplicate content between product categories and blog articles
Key outcomes:
- Trend discovery: 10x faster trend detection using a single tool
- SEO research: 75% acceleration in content SEO research process
- Content production: Doubled blog content output, increasing traffic and online presence
- Content optimisation: Maximized content performance by incorporating keywords, related entities, and controlling cannibalization
Results
PcComponentes experienced significant improvement in their search engine rankings. The graph below illustrates the ranking progress for content created based on trends discovered with Keytrends. PcComponentes could:
- Spotted tech sector trends earlier
- Aligned their brand with current industry topics
- Improved blog rankings in search engines
- Enhanced brand authority and online reputation
- Positioned themselves as a leader in users’ minds
- Increased conversion rates
