Editorial Strategy for Ecommerce: How to increase traffic and visibility through quality contents

Alce Nero is one of the leading Italian brands in organic food. It brings together organic farmers and processors, offering a range of 400 products online, in large-scale distribution and specialized stores. Environmental responsibility and respect for the people are the key values of the brand.

Client

Alce Nero
Sector

Food
Areas of Expertise

SEO, Editorial Content Strategy

1. Goals

During the pandemic, Alce Nero promptly responded to the changed macroeconomic context through an integrated digital strategy. In particular, ecommerce and stock, able to withstand the intense pressure of the market, have allowed the brand to grow despite the new global scenario.
The lockdown has revived people’s desire to prepare meals at home with genuine products. The brand has positively faced this challenge and has managed to create a direct line with those users interested in the topic of food, nutrition and product quality.
In this process, it was a priority to build an Editorial Content Strategy, designed from an SEO perspective, in collaboration with the Stories team to achieve some main objectives:

Increase traffic and visibility to the ecommerce site, offering quality content that is of real interest to users
Create a SEO friendly content structure able to harmonize the commercial calendar and SEO seasonality
Create full synergy between brand strategy, communication, and ecommerce

2. Our Approach

The project was divided into several steps, the main ones being listed below. In 2021, Storeis supported the client in the revision of the contents already in the plan but starting from December 2021, an SEO analysis was launched on the specific competitive scenario, then traced back to the selection of the most interesting topics, contents, and authors most relevant to the strategy. This approach was instrumental in delivering the 2022 Editorial Content Strategy.

In particular, we have launched the following work streams:

Analysis of online searches and user interest in nutrition, agriculture, and quality products
For example, we have discovered that the interest of users is growing year on year related to the properties of Pollen and Royal Jelly, some cereals such as Oats, and much more.
Identification of the niches of meaning most in line with the needs of the users concerned and with the tone of voice of the authors involved
We have broadly defined the scope of editorial content dedicated to the selected themes.
Drafting of a complete and accurate editorial plan, in collaboration with the brand, for the magazine area (“Fatti di Bio”) and for the recipe area
We crossed the search trend with the brand’s promotional calendar which in turn follows the seasonality of agriculture.

Topics and editorial cuts have remained in line with the attitudes and tone of voice of the authors who collaborate with Alce Nero but have acquired an SEO perspective.

“Since 2020, as part of our digital evolution path, we have been collaborating with Storeis for everything related to SEO and more. Their professionalism, combined with a rigorous and informal approach at the same time, immediately made the collaboration very profitable and useful“

Gianluca Locatelli, Ecommerce Manager @Alce Nero SpA

3. Key Wins

The first results arrived already in April 2021 and since then the growth has been constant and progressive.
In particular, the surveys of the last quarter (March-June 2022, compared to the same period of 2021) showed extremely positive results:

“Recipes” Area