Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License.

1. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media
Marketing: A Results-Driven Approach. Routledge. Accessible online
http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative
Commons Attribution 4.0 International License.
Chapter 7 - Search Engine Optimisation
Case Study Chapter 7: Leroy Merlin Poland
One of the biggest home improvement e-commerce websites in Poland
Overview
Leroy Merlin is a major actor in the worldwide DIY and home improvement market. Established in
1923, LeroyMerlin’scoverage nowextendstonearly400 home improvementstoresin 12 countries.
Its core business model is founded upon a ‘do-it-yourself’ ethos, guided by expert home
improvement solutions assistants. Four main departments make up the Leroy Merlin brand
including: do it yourself, building, decoration and gardening.
In orderto maintainLeroyMerlin’sleading position within the DIY and home improvement market
in Poland, the group opted for Search Engine Optimisation (SEO) techniques and tactics, with the
support of SEO agency, Bluerank. SEO was a preferred channel to drive online visibility and online
sales revenue.
As well as high search engine ranking for relevant terms, Leroy Merlin’s other key objectives
included:
1. Increasingthe annual online non-brandSEOrevenuebyat least 7% Year On Year (YoY) [2014
to 2015]
2. Increasing the annual non-brand SEO traffic by at least 30% YoY [2014 to 2015]
3. Making Leroy Merlin’s mobile app the most visible DIY brand app in organic search engine
listings
Implementation
Having analysed their online competitors within search engines, Leroy Merlin’s core aim was to
attaintop keywordrankingpositionswithinsearchengine resultspages.Thiswouldmeancompeting
with big brands within the online search market such as IKEA, Castorama and OBI within organic
SERPs.
To achieve Leroy Merlins objectives, a one year SEO strategy was created. The strategy was based
upona thoroughbuyerpersonaanalysisandimplementation of relevant SEO techniques, explored
below.

2. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media
Marketing: A Results-Driven Approach. Routledge. Accessible online
http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative
Commons Attribution 4.0 International License.
Buyer Persona
Buyerpersonaswere segmentedbaseduponLeroy Merlins core service offerings: the professional
contractor, a seasoned‘DIYer’,orthe novice new tohouse repairs.Afteridentifyingbuyer personas,
three main audience needs were identified:
1. Users in need of building and household products, tools and goods
2. Users in need of home improvement information and inspiration as well as advice for
renovation, construction and DIY activities
3. Users searching for information about local household goods depots
To besttarget relevantbuyerpersonas,LeroyMerlinsSEOagencyopted for an SEO campaign with a
focus on the following SEO tactics:
● SEO on-site and off-site optimization
● On-site and off-site content creation and distribution
● Keyword analysis and development
● White hat only link building and distribution
● Monitoring competition search performance
● HTML code corrections
● Ongoing market trends analysis
● Workshops and SEO knowledge sharing with Leroy Merlin
● Ongoing SEO analysis
● App optimization
On site andoff-site optimizationtacticswere focusedthroughthree key strategies, grounded in the
specific needs of the campaign, as explained below:
Strategy 1:
“The brand and domain are strong. Let’s focus on vast on-site content development to drive
users from as many offer-related keywords as we can.”
Strategy 1 Implementation:
● A thorough keyword research analysing over 60,000 phrases in total, including advanced
competition analysis based upon Searchmetrics.com tool.
● Content optimization and development, creating additional landing pages targeting niche
key phrases as well as potential unexploited ones.
Strategy 2:
“Leroy Merlin publishesa lot of content every day in all media they own, buy and earn. They
can do a lot of optimized SEO publications themselves. Let’s focus on top SEO consulting for
writers and publishers!”

3. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media
Marketing: A Results-Driven Approach. Routledge. Accessible online
http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative
Commons Attribution 4.0 International License.
Strategy 2 Implementation:
● SEO workshopsforthe editorial team, aimedatthe improvement of SEO friendliness of the
website’s content.
● SEO optimization of global public relations and marketing activities through training
sessions, SEO manuals and SEO checklists built by Bluerank.
● Website’sredesign aimedatSEOfriendlinessandusability,withongoingSEO consulting and
support.
Strategy 3:
“Users use mobile devices. Let’s focus on mobile app deep linking”
Strategy 3 Implementation
● Promotion of mobile-friendly websites and Leroy Merlin’s app through enhanced deep
linking for Android and iOS.
Results
MaintainingLeroyMerlin’spositionasaleaderinthe DIY organic search market relied heavily upon
dominatingrelevantcompetitorsinthe market,suchasIKEA, Castorama, Obi. This was achieved via
thorough implementation of specific SEO strategies, which delivered the following success:
● Online non-brand SEO revenue increased by 12% year on year (YoY) [2014 to 2015].
● Non-brand SEO traffic increased by 30% YoY [2014 to 2015].
● As of April 2015, Leroy Merlin’s mobile app was the most visible DIY brand app in mobile
search results. The app generates mobile leads through 600 downloads per month from
organic search listings.
● Optimisationof aninteriordesigntool andrelatedlandingpage (supportedby press release
promotion) drove traffic up from 2000 visits per month to 90,000 visits per month for non-
brand SEO.
“We are very proud, it's a huge achievement. From the very beginning, the campaign has been run
with the highest level of professionalism and dedication. It's been an outstanding success and that
award proves it's been worth it" - says Przemek Porada, Internet Manager at Leroy Merlin.
Further Information
Thisprojectis one of most recognized and advanced SEO campaigns on the Polish market, winning
an award at the European Search Awards in 2016.
http://www.leroymerlin.pl.
http://www.bluerank.pl/

4. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media
Marketing: A Results-Driven Approach. Routledge. Accessible online
http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative
Commons Attribution 4.0 International License.
Discussion Questions
1. Using free websites and tools (such as https://www.found.co.uk/seo-tool/ or
https://www.semrush.com/siteaudit/guest), conduct an on-page analysis of
http://www.leroymerlin.pl.
What can you identify as potential on-page factors for optimisation?
2. Using link profile analysis tools, such as Moz Pro Open Site Explorer or similar, compare the link
profile of http://www.leroymerlin.pl to its competitors such as those identified in the case study
provided.
● If you were responsible for this campaign, what would be your target keyword phrases in
your country when targeting DIY enthusiasts?
● Given the nature of the website, http://www.leroymerlin.pl, what are the types of
microformats/schema that could be used to improve the website’s technical SEO?
● Utilising the Google Trends tool, what is the seasonality of ‘DIY’ related keyword terms in
your country?
Class Activities
a) If you were a DIY ecommerce retailer in your country, what is the best long tail, non brand
searchterm baseduponyouranalysis of the DIY market? Share your answer with others on
Twitter and tag it with #passion4digital #Ch7
If you don’t have access to Google AdWords please use the following user name and
password:
Username: passion4digital@gmail.com
Password: p25510n4digital
Login to Google AdWord - https://adwords.google.com