SEO diagnosis and plan across 16 brand sites for Molinos Río de la Plata

Molinos Río de la Plata manages its digital presence brand by brand. Lucchetti, La Salteña, Granja del Sol, Gallo, Cruz de Malta, Nobleza Gaucha, Exquisita, Arlistán, Matarazzo, Cocinero in Brazil and its wineries each had their own site.

Built at different times on different technologies, nobody had a consolidated picture: not how long they took to load, not how accessible they were, not how they compared in authority against the competition.

Without that picture, any positioning plan rests on impressions.

• Five different stacks: .NET, PHP, WordPress, AngularJS and Bootstrap coexisting in the same portfolio.
• No comparable baseline: each site measured by another standard, or not measured at all.
• Multinational competition: recipes and brand search compete against global players.

And with sixteen sites, prioritizing without data means working on whichever one someone remembers.

A baseline common to all sixteen sites was built, with the same methodology across every one, and only then the plan.

The assessment started with the map: which brands had their own site, which depended on the corporate one and which had no presence.

Technical audit with one standard

• Speed, performance, accessibility, best practices and SEO measured across the 16 active sites.
• Web performance tooling and Lighthouse applied identically, so the numbers are comparable.
• Technology stack recorded for each site.

Authority, measured against who actually competes

• Backlink analysis comparing owned brands against competitors and against each other.
• Arlistán against Bonafide, Lucchetti against Knorr, Cruz de Malta against Nobleza Gaucha, the corporate site against Molinos Agro and the pasta sites as a set.

The plan, built on the baseline

• Annual plan by hour packages and focus sites, with on site work, content and link building.
• Analytics accounts opened and keyword list validated with the company.
• Monthly analysis, so the plan corrects on data rather than assumptions.

Architecture and technology

• 16 sites across five different stacks, audited with a single methodology.
• Performance, accessibility and SEO measurement, plus off site authority analysis.

Learn more about SEO strategy.

The portfolio went from sixteen disconnected sites to a comparable baseline and a plan prioritized on it.

Starting point

• Full load times up to 20.1 s on Lucchetti, 16 s on Granja del Sol and 15.5 s on Arlistán.
• Pages up to 18 MB on Matarazzo and 343 requests on Granja del Sol.
• PageSpeed at 23% on La Salteña and Lighthouse performance of 11 on Nobleza Gaucha.
• 15 of 16 sites served without HTTPS.

Results

• 16 sites audited with a single methodology, May 2019.
• 5 different technology stacks detected and recorded.
• 6 authority comparisons against direct competitors.
• Annual plan with prioritized sites, validated keywords and active measurement.

Strategic impact

• Measuring everything the same way is what makes prioritization possible: without it you work on the site someone remembers.
• Comparing against direct competitors turns authority into a target rather than an abstract metric.