How did Incremys help the TERACT group to make Gamm Vert and Jardiland the leaders in their market thanks to the attractive power of SEO?
+50%
Growth in a year and a half over tens of millions of sessions per month
56%
Keywords worked with Incremys are now in Google's top 10 (including 36% in Top 3)
+50%
Growth in 2 years over tens of millions of sessions per month
80%
Keywords worked with Incremys are now in Google's top 10 (including 60% in Top 3)
Presentation
Sector
Gardening/pet store signs
- Gamm Vert and Jardiland are subsidiaries of TERACT, the leading French agricultural cooperative group.
- Gamm Vert, a physical and online garden center brand, created in 1977, specialized in gardening, pet supplies and local products.
- A network of over 900 stores
- Jardiland, a distribution company specializing in the world of gardens, pets and the art of living.
- A network of more than 150 stores
Presentation
Brakes and challenges before Incremys
With a small internal SEO team and the need to value the breadth of Gamm Vert and Jardiland product offerings, the team decided to use Incremys to quickly obtain results and position brands at the top of Google's results.
Objectives
01
Acquire qualified natural traffic and optimize SEO through the various levers to enhance and give maximum visibility to product offers.
02
Optimize drive-to-store mechanisms: provide information and advice to the user via the digital channel to facilitate the purchase decision and increase the number of store visits.
03
Editorialize e-commerce, provide relevant and quality content to the reader to meet their research intentions and increase sales.
04
Strike fast, win hard: accelerate on the right content thanks to a prioritized SEO strategy to focus on what country off.
Step 01
Optimize Technical Health and Identify the Pages with the Highest Potential
Thanks to the Incremys platform, the Invivo Retail teams were able to obtain a 360° vision of initial SEO performance.
The multi-domain management offered by Incremys makes it easy to move from one domain to another and to contribute as a team in a coherent way, without cannibalizing yourself.
The “page mapping” features and the “contribution” module integrated within Incremys facilitated the visualization of all pages in Google results and the identification of the main contributing pages: the magazine articles and catalog pages that work best with Internet users and, conversely, the pages that require optimizations.
On a daily basis
- This 360° view of performances Makes it possible to identify the semantic opportunities to seize to maximize traffic gain, but also the technical corrections to be made to ensure the technical base of the site (duplicate pages, optimization of the internal network, etc.).
- In addition, These semantic opportunities and technical corrections displayed in the tool are automatically prioritized by value In order to maximize the impact of the actions carried out by the teams.
Jeanne Bourbon, Editorial Content Project Manager
Since 2018, Gamm Vert has positioned 80% of keywords worked with Incremys in the top 10 of Google results, including 60% of these keywords in the Top 3.
Jeanne Bourbon, Editorial Content Project Manager
Step 02
Designing a Data-Driven Strategy
The competitive analysis feature, coupled with Incremys' predictive intelligence and keyword research functionality, allowed teams to effectively target priority pages to create or rework, to increase their market shares in search engine results.
By considering the chances of moving to the top Google position, the team can very easily determine the right strategy to adopt, while being sure to maximize its return on investment.
The Objective
- Facilitate decision making To establish the SEO strategy by prioritizing business value and the expected return on investment
- Capturing the audience by going by Google top position To Increase Market Shares
- Capitalize on clear data, visual, accessible and understood by the whole team.
Jeanne Bourbon, Editorial Content Project Manager
Results
Since 2018, Gamm Vert has positioned 80% of keywords worked with Incremys in the top 10 of Google results, including 60% of these keywords in the Top 3.
Jeanne Bourbon, Editorial Content Project Manager
Step 03
SEO Campaign Management, on a large scale
To produce high-quality content in quantity, Gamm Vert and Jardiland rely on the SEO campaign production and management functionalities powered by Incremys.
Thanks to the shared editorial schedule, managers and editors can monitor the progress of current content creations.
The briefs creation module gives managers the opportunity to clarify expectations from writers. The semantic richness offered by this feature makes it possible to establish guidelines (marketing speech, expected number of words) and relevant topics to be integrated into the content to improve quality during writing.
The functionalities for assigning content to editors, for informing deadlines and the status of production progress are major points for optimizing everyone's efficiency and guaranteeing the proper transmission of information.
The competition observatory also allows managers to identify key elements to position themselves, such as the length of content to be produced, for example.
Jeanne Bourbon, Editorial Content Project Manager
Jeanne Bourbon, Editorial Content Project Manager
Step 04
100% SEO-Optimized Content
Thanks to the Editor module, which allows you to write content that is 100% optimized for SEO, Gamm Vert and Jardiland editors are fully autonomous and save valuable time. The visualizations of their SEO scores in real time and the optimizations recommended during writing allow them to produce the best possible content, without necessarily mastering the expertise of SEO writing.
The proofreading functionalities, accessible directly via the platform, simplify collaboration between managers and editors by promoting transparent and centralized communication within the team. In fact, they speed up content validation times and facilitate the rapid uploading of new product content.
Results
Incremys SaaS allows Invivo Retail Teams to Produce Quantity of high-quality SEO-Optimized Content throughout the year. On average More than 500 pieces of content per year. Over 1500 happy since 2018!
Jeanne Bourbon, Editorial Content Project Manager
Jeanne Bourbon, Editorial Content Project Manager
Step 05
Centralize Access to Results and Celebrate Successes
To enable the Invivo Retail group to manage Gamm Vert and Jardiland's SEO strategies using data and carry out their actions successfully, all Performance reports are directly centralized on the Incremys platform.
Connected among others to Google Analytics and Search Console, they are enriched with the visualizations and indicators that Incremys offers (positioning vs the competition, SEA equivalent, etc.).
Benefiting from a global view to consult all the gains in positions and their evolution in a visual way brings major added value to the Gamm Vert and Jardiland teams: they see at a glance the extent of their actions and the fruits of their work. The functionality for creating tailor-made reports makes it possible to create and generate very detailed post-campaign reports in order to observe the evolution of the positions of each of the sites.
Jeanne Bourbon, Editorial Content Project Manager
Jeanne Bourbon, Editorial Content Project Manager
+50%
Growth in a year and a half over tens of millions of sessions per month
56%
Keywords worked with Incremys are now in Google's top 10 (including 36% in Top 3)
+50%
Growth in 2 years over tens of millions of sessions per month
80%
Keywords worked with Incremys are now in Google's top 10 (including 60% in Top 3)
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