Fnac

Two markets, two different problems. In Spain, the challenge was to grow organic traffic against a competitor with almost unlimited resources: Amazon. In Portugal, where Fnac held a smaller market share, the issue was not traffic volume but quality: the conversion rate of existing traffic needed to improve.

A single strategy would not work for both countries.

A market-differentiated strategy. For Spain: content generation on the most important pages (copy, meta tags, graphic assets) aimed at gaining visibility on Google against Amazon in key categories. For Portugal: focus on traffic quality through structured data implementation, toxic link cleanup and removal of crawl errors that were penalizing organic channel performance.