Context: We identified that the majority of customers were coming through direct channels; however, a large percentage (approximately 40%) of web traffic was organic. Furthermore, most of our competitors were positioning better in keywords that could bring prospects to our website. The first step we took was to increase organic positioning in keywords that generated conversion, and then move on to web conversion rate optimization.

Action: I conducted a website diagnosis, provided guidelines for technical improvement of the website, generated a report of missing, untapped, and weak keywords, opened new content spaces on the website, automated content generation to cover a larger number of keywords each week, and generated content in partnership contributing to link building.


  • We increased total impressions in Google queries by 69%.
  • This allowed us to achieve an increase of over 600 organic monthly visitors.
  • We improved the average position by 3, from 36.9 to 33.8.
  • We achieved that 70% of new website visitors came from content pages.
  • We doubled the number of keywords we ranked for from 1,300 to 2,500 in approximately 3 months.
  • At the 6-month mark, 15% of the customers came from organic search.
CASE STUDIES: SEO by Manuela Calderón