Saba maintains positioning and increases visibility during the pandemic
Saba
Saba 2020
Saba maintains positioning and increases visibility during the pandemic
The
challenges
Our
approach
Process
- Monitor the rankings of the groups keyword “short-tail” and “long tail” they bring more traffic to the site of Saba.
- Explore new niches.
- Carry out a benchmarking comprehensive:
- Control players with existing and new.
- Review the actions that could carry out during this period of decline in the searches.
- Compete with them in terms of visibility and positioning on the SERPs.
- Audit keywords that position, both previously worked as the new detected.
- Strategy and implementation Action Plan by priorities
- Creation of a Timelinein order to be able to implement all the proposals SEO to optimize your site.
- Define and carry out the strategy:
- Improvements SEO On-page.
- Content strategy Blog.
- Keyword research.
- Optimization SEO Local.
- Plan of Action of contents.
- Strategy interlinking
Results
With the arrival of the pandemic caused by the coronavirus (COVID 19) to the beginning of the year 2020, we had to drastically modify all of the SEO strategies raised for the previous academic year. Adapted to all forecast (estimate, and forecast) to the situation, and modified goals.
All of the projected growth would be parked due to the confinement and mobility measures, affecting seriously to the product's main SABA: the parking of vehicles in parking lots.
In the absence of mobility of people from one place to another with your vehicle, the search parking in Google suffered a drastic decline. Recover somewhat during the month of August, as the authorities relaxed some of the restrictions of mobility, but the searches turned to fall with the arrival of new waves of the virus and the new restrictions.
In the following chart Google Trends, you can see that big drop-off in search trend that suffered the keyword “parking”. During the confinement, the more hard it is when it becomes more noticeable, but in the months following, the data is still far below that of previous years:
With the descent of the searches, the visits to the web site went down, reaching historic lows.
In addition, it is important to note the constant struggle with the closest competitors, which does not cease to improve its applications and building more brand. All of these competitors are aggregators of parking, that is to say, are not owners of the product, but the market. These players have a greater choice in almost everything: competitive prices, the greater number of parking spaces and better applications with constant updates.
But with the implementation of the actions, SEO described in the previous points, we have not only managed to keep the ranking and visibility, but have been improved.
In the following graph of the tool Sistrix, we can see how it has gone increasing Visibility on the site of Saba Spain for the year 2020 and continues to grow in the first few months of 2021:
(Note: The count of the index of visibility, comes from an internal algorithm and scalable own tool Sistrix. That is why it is easy to forget to take as a reference the ranking joint count of 0 to 10, 0 to 100...)
One of the actions that have contributed to this growth was the creation of the blog. Thanks to the strategy adopted, the implementation of the plan of content and the creation of clusters, the blog has not stopped growing, thus helping to increase the visibility of the site and transferring authority to the pages, goal.
In the following chart you can observe the growth of the blog:
Thanks to these results, the forecasts in terms of organic trafficwhen we will start to relax the restrictions of mobility, are very good, since we have been allowed to to keep the positioning and increase the visibility in the target keywords and secondary keywords where we had no presence.
Saba, is an industrial operator that offers solutions for urban mobility, especially in parking lots in areas where finding parking is difficult.
The Saba group, is currently present in 9 countries in Europe and Latin America, such as Spain, Italy, Portugal, United Kingdom, Germany, Czech Republic, Slovakia and Chile.
In addition, the company has 378.000 parking spaces, distributed in 1.175 different centers. All managed by 2,300 people.
Also, the collaboration between SABA and Elabs started now because it will make more than 3 years. From the first contact, we got to work in a proactive manner to grow the company in the section on organic search engine of Google.
Since that time, we have not stopped to investigate new ways of getting traffic, analysis of our competitors and, most importantly, to translate all of this in numbers trending upwards.
The reflection that we need to do, is that it is not so important to have a well-defined strategy (that also), but as the power to surf against the current to odds as of the year 2020 and have an attitude of proactivity, continuous, in order to reach the desired goals in the future.