As a leader in the bottled water category, SPA® is dedicated to helping Belgians improve their hydration habits. In partnership with Semetis, SPA® has developed a robust SEO strategy to make healthier hydration choices accessible to consumers. Together, we aim to fulfill SPA®'s simple yet impactful purpose: Drink better. Live better. This philosophy goes beyond drinking enough, it’s about choosing water that is pure, natural, and environmentally responsible. SPA® are committed to educating Belgian consumers with practical tips and insights that support healthier hydration routines which is something highly value.
In an increasingly competitive market, SPA® understands that SEO is a crucial component of its digital strategy. The initial need for SEO in FMCG might seem less apparent, but SPA® understood that the digital shift and competitive landscape make it a vital part of their strategy today.
The Role of SEO in FMCG
For many FMCG brands, SEO may not seem like the most obvious marketing tool. However, in a world where online presence is becoming increasingly critical, SPA® embraced SEO as a vital strategy to differentiate itself. The goal was clear: optimize digital content to empower healthier choices and showcase the benefits of hydration, highlighting why SPA® is the go-to water brand.
By focusing on SEO, SPA® wanted to drive not only search engine rankings but also consumer engagement and ultimately, sales. This involved creating content that not only answered popular queries around hydration but also connected with current trends and consumer interests.
Data-Driven SEO Strategy
In collaboration with Happiness, Semetis supported SPA® with a robust SEO strategy that focused on performance-driven content. The process leveraged multiple tools to ensure data-backed decision-making:
- Google Trends: To stay relevant, we identified trending topics and aligned them with hydration benefits.
- Google Search Console: This helped us track SPA®'s keyword rankings and monitor search performance.
- Semrush: By analyzing competitors and finding new keyword opportunities, we strengthened SPA®’s search presence.
- Google Keyword Planner: This tool helped identify impactful keywords and assess competition levels.
All of this data was structured into an automated spreadsheet that scored keywords, prioritizing those with the highest potential for impact. Our focus was threefold: improving rankings for existing keywords, identifying gaps where competitors had a strong presence, and exploring new opportunities in low-competition areas.
SEO Results and Impact
The strategy has yielded remarkable results for SPA®. Over a short period, the brand saw a 30% increase in organic sessions and a 27% boost in water sales, underscoring the direct link between SEO and business growth.
Moreover, keyword performance saw a marked improvement. SPA®’s average keyword positions for generic topics improved by 5%, while hydration-related keywords jumped by 28%, showcasing the tangible impact of our targeted efforts.
Aligning SEO and SEA for Greater Synergy
SEO alone was not the only driver of success. At Semetis, we’ve established a strong synergy between SEO and SEA strategies. By boosting new content through paid campaigns, we accelerated its impact, driving immediate traffic and fast-tracking search engine rankings. The feedback loop from these efforts ensured that we continually refined our strategy based on performance data.
Driving Digital Success through SEO
By aligning SEO with its brand purpose and leveraging data-driven insights, Semetis helped SPA® to enhance its digital presence and drive significant business growth. This case has proven the importance of SEO in FMCG, especially in a competitive market like water, where the right strategy can turn an everyday product into a revolutionary choice.
Looking forward, we want to take SPA®'s SEO strategy to new heights by automating these efforts with AI. This in order to streamline keyword analysis, content creation, and performance monitoring, making it easier to stay responsive to market trends and search patterns, ultimately supporting our goal of making healthier hydration accessible to more Belgians.
Emilie Andries
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