GrandVision

• Different opcos

• Different brands

• Same content potential

The Issue?

All optical retailers operating in this company are experts in their field. They all deal with mostly similar issues (legal and health legislation impacts a little).

A lot of very specific items people suffer from can be treated in one of the stores. The conditions, and symptoms allow for a lot of evergreen content to boost organic traffic.

Creating the content is time specific,
the visuals are expensive to shoot,
stock imagery is not the preferred route.

The Solution?

We did central keyword research into most commonly searched topics, combined with most commonly occurring ones.

From that each year we checked of a new list of topics.
Centrally shot material for it.
Transcreated content to match each store brand.
Set up a standardized process for go-live, and prevention of duplicate content.

This results in massive organic traffic growth, and millions in additional appointment revenue potential.