Number 1 for ‘comprar jamón’

On Google, in three months, for the search with the strongest buying intent in the sector.

Top 1on Google

My role

Role: Head of SEO at BigSEO (agency)
Client: Enrique Tomás
Period: 2017–2020
Market: Spain
Sector: E-commerce
Team: Team of 10

The company

Enrique Tomás is one of Spain’s best-known Iberian ham retailers. It has more than 100 shops worldwide and an online shop selling hams, shoulders, cured meats, cheeses, wines and other gourmet products.

The challenge

‘Comprar jamón’ (buy ham) is the search with the strongest purchase intent in the sector, and Enrique Tomás’s page for it was in sixth position. Every place below first meant ready-to-buy traffic going to competitors. The goal was to reach first place as quickly as possible and, with it, increase visits, conversions and online sales.

What we did

1
Migration and redesign.
We changed CMS and migrated the site with a complete redesign, including the information architecture, a content strategy built from scratch and a strategic on-page and off-page plan.
2
URL audit.
It had critical errors, but also a good CTR, above-average retention and a lower bounce rate than other pages.
3
Optimised guide.
We redesigned the category as a guide that segments users and answers each search intent, with useful content and FAQs marked up with structured data to take up more space in the results. We also changed its URL from /es/76-jamones/ to /es/comprar-jamon/.
4
Chained internal linking.
We improved the menu with links on ‘Jamón’ and on each type, for user navigation, search engine crawling and internal linking, and channelled traffic and authority to the URL from the site’s best-ranking pages and those with the most external links.