Adevinta Boosts Organic Search Performance at Scale

Introduction

Adevinta, a global leader in digital marketplaces, with name brands including Marktplaats in the Netherlands, mobile.de in Germany and leboncoin in France, team wanted to better understand how all its web pages were performing.

Challenge

With 40 websites and digital products across 12 countries under a single umbrella, the Barcelona-based company could no longer rely on piece mealed organic search tools to help each of its brands improve results at scale. The team also had difficulty communicating the importance of search to executives to and the rest of the organization.

As Head of Global SEO, Esteve Castells sought a global solution that provided crawl analysis for all its web pages, including insight into which pages were being indexed, recommendations for cross-linking, and other metrics that could be easily shared across the company to help demonstrate the impact of organic search initiatives.

Solution

Adevinta leveraged the Botify platform to provide each of its brands with the right data and recommendations to improve organic search initiatives and report on results.

Since using Botify, Adevinta has performed more than 8,700 crawls of its 15 billion URLs. The company’s SEO team engaged and worked with Botify AlertPanel and ActionBoard features, as well as the company’s search
data strategy team to learn how to turn data provided by the crawls into strategic actions to improve site visibility.

Adevinta has found extensive value in having such insightful organic search information at their fingertips, allowing the organic search team to leverage opportunities and identify issues early on.

Results

By partnering with Botify, Adevinta improved website performance by:

1. Reduced crawl budget and total page size by removing duplicate and low-performing pages.
2. Better understanding of organic search ROI versus paid search to better optimize spend.
3. Utilized log file analysis to power internal links to create new pages or detect opportunity for further growth.
4. Developed a shareable weekly SEO health score report from Botify data.