Enrique Tomás

How to break into the Hispanic market from scratch and outperform your competitors in under two years.

With a tailored SEO strategy focused on content quality, usability and conversion, Typeform conquered the Spanish-speaking market, securing a TOP 3 position on Google.

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TOP 1 EN 3 MESES

PARA SU PALABRA MÁS COMPETIDA

Top 1 en Google para la palabra clave "comprar jamón" y palabras derivadas transaccionales.

100k VISITAS CUALIFICAS

DE 0 A 100,000 VISITAS EN 2 AÑOS

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$19.7M

REVENUE (LIFETIME)

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We were competing against the world's top brands.

THE COMPANY

Enrique Tomás is the leading brand in the Iberian product sector, excelling in e-commerce.

Enrique Tomás stands out as one of the most renowned companies in the marketing of Iberian ham worldwide.

With over 100 stores worldwide, alongside its e-commerce platform, it offers a wide range of gourmet products, including hams, cured meats, cheeses, wines, cavas, and other specialities.

THE CHALLENGE

Achieve the top position on Google for the transactional keyword "Buy Ham".

At the start of the project, the target page ranked sixth for the main keyword: "buy ham".

The goal: reach the number one spot in the SERPs to attract highly qualified traffic, increase conversions, and minimise the flow towards competitors' pages.

Key challenges:

1. Optimise the page’s organic ranking in record time.

2. Significantly increase visits, conversions, and e-commerce sales.

THE SOLUTION

Design an SEO strategy based on two fundamental pillars: creating segmented content aligned with user search intent and optimising internal linking.

The goal was to address various search intents by leveraging a guide-style format. Additionally, a targeted internal linking strategy was implemented to effectively distribute authority across the pages.

JORDI BARREDO
Enrique Tomás
”
Spot on! His work as an SEO is excellent!

FIRST STEP

Conduct an SEO audit of the "Buy Jamón" URL.

The analysis revealed critical errors that were negatively impacting the page’s organic ranking.

However, it also identified positive aspects that highlighted its strong potential, such as a high CTR, an above-average retention rate, and a lower bounce rate compared to other URLs.

Enrique Tomas Auditoria — Auditoría Enrique Tomáss

SECOND STEP

Transactional SEO Plan Based on Two Main Pillars:

1. An SEO strategy was devised with the goal of attracting qualified traffic, improving user navigation on the page, and boosting conversions.

2. The approach was built on two essential pillars:

FIRST PILAR

Optimisation of Content to Cover Various Search Intents

The primary goal was to ensure that the page content addressed different user search intents, thereby improving its ranking in the SERPs.

To achieve this, the URL structure was redesigned by creating an Optimised Guide, a new category page configuration that segments users and caters to all their search needs.

Additionally, high-quality content was incorporated, designed not only to rank on Google but also to provide real value to users and enhance conversions.

Results of the New Structure and Optimisation:

Improved User Experience: Navigation became more intuitive and faster thanks to a more efficient internal linking strategy.
Increased Presence in the SERPs: Implementing FAQPage Rich Snippets allowed the page to occupy more space in search results, boosting the CTR.
Longer Time on Page: By addressing all user search intents with relevant content, page retention improved significantly.
Higher Conversion Rates: The applied changes led to a noticeable increase in conversion rates, resulting in more purchases.

SECOND PILAR

Specific Internal Linking to Improve Page Authority

To increase the authority of the URL, we designed a chain linking strategy.

We directed traffic from other well-ranked URLs on the website with a higher number of external links from Enrique Tomás.

This allowed us to transfer the accumulated authority from these pages to the target URL.

OUTCOME

Ranked #1 on Google for the Most Transactional Keyword

Just three months after implementing the strategy, Enrique Tomás secured the top position on Google for the most transactional keyword: "buy ham".

Additionally, the added value of the optimised content helped the URL gain visibility for over 132 related keywords.

Among these, key terms in the final stage of the funnel stand out, with high search volumes, such as "Iberian ham price" and "buy Iberian ham".