Telia Reaches 62% More Organic Clicks in 16 Months
Telia, a leading telecommunications and electronics retailer, refined its SEO strategy to capture high-intent traffic. Growth Bite helped them target specific user needs, and they achieved massive growth in organic visibility.
Project Overview
Telia offers a massive range of devices and services, from smart TVs, phones, and laptops, to various internet data plans. Covering the European market means localization not only in terms of listings, but also in language. Our analysis showed that while general traffic was good, they were missing out on specific, high-intent searches.
For example, people don’t always just search for “phones”. And if they do, it’s not necessarily a high-intent keyword. “Phones for seniors”, on the other hand, shows high purchase intent and is more easily captured than a broad, super competitive term like “phones”.
Key Points
- Telia is a major retailer of consumer electronics and telecommunications services.
- High competition on broad keywords left specific buyer needs unanswered.
- We collaborated on building dedicated pages for specific audiences, like students and seniors, and technical sub-categories.
- Non-branded queries grew by 35%, driving a total click increase of over 62%.
Bringing Technology to Every Generation
We noticed a gap in how electronics were being categorized. Customers were not only looking for products based on their technical specifications but also on their life stage. The site, however, was structured only by technical specs.
We identified key audiences that were being underserved. Seniors, students, and other demographics have specific needs for electronics, internet services, and the like. By creating dedicated landing pages for these terms, we solved the user’s problem immediately.
We also drilled down into technical sub-categories. Instead of being hidden under filters, some technical specifications got their own landing pages, which were then optimized to bring in high-intent traffic.
Spurts in Organic Growth
The results of getting specific were immediate and undeniable. By addressing the long tail keywords, Telia discovered new corners of the market and secured top positions in Google Search.
The “phones for seniors” page shot up 14 spots to rank #1 on Google. Similarly, the “internet for students” page climbed from position 14 to #1. These examples prove that tailored content wins.
In just over a year, Telia experienced extraordinary growth:
- Total clicks: +62.04% increase
- Non-branded growth: +35% increase in traffic from people not using the Telia name in search.
- Keyword wins: “Laptops for work” jumped 17 spots to reach #1, whereas several “laptops for school” keyword variations jumped from oblivion to the top 10.
By analyzing business specifics, user needs, and search volume, Telia turned lost opportunities into some of its strongest assets.
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