How Segundamano Increased Non-brand Site Sessions by 103%
Real Estate and Automotives
With 11 million monthly active users,
Segundamano is a leading online marketplace in Mexico that connects millions of buyers and sellers each month. With a wide range of categories, from consumer goods to cars and real estate, the company helps sellers get paid fairly, while
buyers save money by finding quality products at convenient prices. Segundamano is part of Norwegian listed marketplace group Adevinta.
Online marketplaces face some unique challenges for SEO optimisation due to a number of factors, including user-generated content, self-categorisation of varying quality, and the sheer volume of content that needs optimising. Segundamano is also competing with eBay and regional heavyweight MercadoLibre, as well as large specialist category marketplaces like SemiNuevos (automotive). Additionally, Segundamano was using a custom marketplace system that offered a state-of-the-art user experience but had some limitations on flexibility for SEO purposes.
Longtail UX defined 195,000 relevant target keywords from the +1M listings feed and generated landing pages for the keywords that were not covered by their existing site structure. With the Longtail UX patented platform, Segundamano was able to show the most relevant products for each keyword and to contextually integrate the new pages within the website, without affecting the existing website structure.
Within six months of implementation, Segundamano achieved a 103% uplift in sessions from non-branded organic search traffic and a 94% increase in ad replies, with a continuous 20–25% month-on-month growth rate. The website ranked on page 1 for 87% of the 195,000 target keywords.