Continuous SEO strategy for the building materials ecommerce of Design

Design is a Chilean retailer of building materials, wall coverings and finishes, with a deep catalog of porcelain tile, ceramics, flooring, decking and panels. It competes in search against the biggest names in the Chilean market.

On a catalog of hundreds of technical references, SEO is not a campaign you launch: it is maintenance, because every new product load can break what was already fixed.

Organic was contributing a marginal share of site traffic.

• Errors that pile up: duplicate, empty or missing titles, repeated meta descriptions, 4xx errors and broken internal links that grow with the catalog.
• Records without structure: structured data with markup errors and unoptimized product snippets, on a catalog where the technical detail is the buying decision.
• Competitors with authority: Sodimac, Volcan and Hunter Douglas hold the ground with far stronger domains.

Without ongoing work, every one off improvement dissolves with the next catalog update.

We run a continuous SEO service with a monthly audit rather than a one off engagement: the work is measured and re prioritized every month against the real state of the site.

Continuity is the method, which is why there is monthly reporting on Google Analytics 4 and Semrush instead of a final deliverable.

Technical and on site, every month

• Monthly audit with an error breakdown by type, fixing titles, meta descriptions, 4xx errors and broken internal links.
• Correction of structured data markup errors and of incorrect pages in the sitemap.
• Recurring page speed diagnostics, with LCP and CLS handled separately on mobile and desktop.

Content and catalog architecture

• Organic keyword research and work on category and product pages.
• Product snippet and structured data optimization on the records.
• Domain migration with a pre flight checklist, a full redirect map and a follow up audit to control authority transfer.

Competitors and AI assisted search

• Position and visibility tracking against the sector benchmarks in Chile.
• Tracking of traffic arriving from conversational assistants as an emerging discovery channel, to adjust content to how those engines cite and summarize product and category records.

Architecture and technology

• Measurement on Google Analytics 4 and Semrush, with monthly reporting.
• Work on Core Web Vitals, structured data and product snippets.

Learn more about SEO strategy.

Organic stopped being marginal and now accounts for roughly one in three sessions on the site.

Starting point

• Organic channel with a marginal share of total traffic.
• Technical and markup errors accumulating on a growing catalog.

Results

• 69,434,310 in revenue attributed to organic, 25.6% of online sales.
• Organic traffic multiplied almost tenfold from the starting point.
• 393,380 organic sessions and 246,986 users, with a 73.5% engagement rate.
• More than 1,700 ranking keywords and 145 pages competing in Google's top 100.
• 1,195 conversions and 458 transactions originating in organic search.

Strategic impact

• Organic became a stable source rather than a campaign with an expiry date.
• Tracking AI assisted search anticipates a discovery channel that does not carry weight yet but will.