JYSK, a large home furnishings retailer operating in 18 fiercely competitive markets, wanted to increase their online presence and revenue. The challenge was to increase their share of voice in digital channels primarily by coordinating both paid search and SEO initiatives across national borders and languages.
For JYSK, it was very much about getting good rankings on a number of business-critical keywords with a relatively low search volume.
Step 1: Win with the low volume keywords and create some tracking in Google.
Step 2: Start CRO activities to get better control of existing traffic, with focus on improving the check-out flow.
Step 3: Use a more "attack-oriented" tactic on the especially high-volume keywords.
