The engine runs in Italian too
An Italian home appliance e-retailer that gained over 80% organic traffic in seven months, on a site produced entirely in its own language.
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+82%
organic traffic in seven months
182
articles published in Italian
The context
Ioelettrodomestici × Sedestral
The company
Ioelettrodomestici sells large and small home appliances online in Italy: dishwashers, vacuum cleaners, air conditioners, kitchen appliances. Customers compare at length before buying, and come back mostly on the day an appliance breaks down.
How we met
In August 2025, the store depended on advertising and marketplaces to be seen. What won the team over: content written directly in Italian, with the market's own vocabulary, rather than translations of articles designed for another country.
The challenge
A sector dominated by comparison sites and big retail chains, where two moments decide the sale: the buying guide, when the customer hesitates between models, and the breakdown, when their appliance gives out. It had to be present at both, at a pace no local agency offered at that price.
The solution deployed for Ioelettrodomestici
STEP 1
STEP 2
STEP 3
STEP 4
Capture the breakdown
Troubleshooting brings buyers who have already decided to replace.
Common breakdowns covered by brand and by appliance
Diagnosis given before any sales pitch
A short path from the breakdown article to the replacement
Topics added as recurring breakdowns come up
Track and decide
Marc measures what each family of topics brings in.
Position tracking on commercial queries
Comparison between buying guides and troubleshooting topics
Spotting ranges still poorly covered
Monthly decisions on the publishing plan
Write directly in Italian
The market's vocabulary, not a translation of French content.
Extraction of the queries actually typed in Italy
Product vocabulary aligned with the brands sold
Tone and technical level validated on the first articles
Published straight into the store's back office
Cover the buying guides
Be there at the moment the customer compares models.
Spotting the comparisons made just before purchase
Guides built by use case and by price range
Selection criteria explained before naming a product
Links to the categories that match the need
Capture the breakdown
Troubleshooting brings buyers who have already decided to replace.
Common breakdowns covered by brand and by appliance
Diagnosis given before any sales pitch
A short path from the breakdown article to the replacement
Topics added as recurring breakdowns come up
Track and decide
Marc measures what each family of topics brings in.
Position tracking on commercial queries
Comparison between buying guides and troubleshooting topics
Spotting ranges still poorly covered
Monthly decisions on the publishing plan
Write directly in Italian
The market's vocabulary, not a translation of French content.
Extraction of the queries actually typed in Italy
Product vocabulary aligned with the brands sold
Tone and technical level validated on the first articles
Published straight into the store's back office
Cover the buying guides
Be there at the moment the customer compares models.
Spotting the comparisons made just before purchase
Guides built by use case and by price range
Selection criteria explained before naming a product
Links to the categories that match the need
The next customer story could be yours
Request your demo