Claret – How in 6 months we got into Google Top 3

The client

For almost a century, Claret has been designing and manufacturing packaging, pallets and wooden structures that support the logistics processes of large industries. With a solid technical foundation and a real commitment to efficiency and sustainability, it was a strong brand in the physical realm… but almost invisible in digital.

The blog was barely visited and the forms were barely moved. It was time to change that with a content strategy that spoke their language and, at the same time, that of the search engine.

The blog was barely generating traffic, the CTR was low and the leads came in dribs and drabs. We had to get out of anonymity and conquer the SERPs with a well-honed content strategy.

The challenge

From being invisible to competing at the forefront of industrial SEO. We faced several challenges at the same time:

• Position technical content in a niche little explored by SEO. 
• Attract qualified traffic that actually converts. 
• Gain visibility without relying on paid campaigns. 
• Resist Google updates with an algorithm-proof strategy.
  

How we did it

With an SEO plan based on quality, search intent and technical optimization. The project was based on three strategic axes:

First step

Reconstruct content with intent in mind, not just volume.
We created an editorial architecture divided by types of intent: informational, transactional and comparative.

• Key content was updated with cleaner structures, optimized headings and clear calls to action. 
• SERP functionalities (FAQPage, site links, carousels) were activated to multiply the visual presence in results. 
• Human editorial curation was applied to texts previously generated with AI: speed without sacrificing accuracy. 

Second step

Optimizing from within: Core Web Vitals and intelligent linking
Great content deserves a great technical experience. We improved loading speed, visual stability and mobile fluidity:

• Average LCP: 1.7 s 
• CLS: 0.05 
• Moving rebound: -18 %. 

In addition, we create a network of strategic internal links to push the URLs with the highest converting capacity.

Third step

Turn your blog into a source of real leads
Content no longer just informed. Now it was converting. A single article generated:

• 76 resource downloads 
• 68 % of completely new leads 

RESULTS

Visibility:

From 168 to 556 keywords in Google

Strategic positions:

From 1 to 5 keywords in Top 3
From 6 to 18 in Top 10

Visual presence:

From 42 to 149 SERP functionalities enabled

Results

1. Content that connects with the user and with Google
2. CTR doubled: from 1.9% to 4.8%.
3. Resources that generate quality leads
4. Constant presence even during algorithm updates
5. Positive ROI: -36 % on Ads investment
6. Increased traction through continuous content refreshment
   

CONCLUSION

It wasn’t magic. It was SEO with method. This case shows that with the right strategy, even a brand that no one found can become a benchmark.

Today, search engines show it. Users choose it. And the leads… they come on their own.