Excedo: Building online visibility with multilingual SEO in collaboration with Novicell

Excedo-logo

The Client

Excedo is an online B2B learning platform, launched in February 2019. Developed in collaboration with the Financial Times and its parent company Nikkei Inc., Excedo’s goal is to help individuals upskill and enhance their career prospects, as well as to empower businesses to operate and thrive effectively in international markets.

The Challenge

After a successful launch in English-speaking countries and Japan, Excedo’s next step was to bring the product to the Mexican market, targeting startup companies. Establishing a dynamic online presence and an initial customer base were key to enter this market. Despite having investors with strong global brands, Excedo itself had to start from scratch and needed to build brand awareness and attract more customers via their website. With Google being the most popular search engine in Mexico, accounting for 95% of the market share, followed by Bing (3%), visibility across these search engines was of paramount importance for Excedo, as was the need for continuous web content optimisation to boost traffic and sales.

The Solution

Novicell and translate plus performed a 360° SEO audit to determine the best technical SEO, market research and content optimisation strategy. After identifying various important technical factors that help search engines better ‘understand’ which type of content works best for Excedo’s target audience, several technical tags were implemented into their HTML code, including Hreflang, x-default and lang-attributes. Novicell also looked at their top-level-domains (TLDs) and provided feedback on their web design to ensure the best possible user experience for Excedo’s audience.

Following the technical evaluation, Novicell and translate plus performed in-depth keyword research and analysis to pinpoint key search trends, interests and needs in Excedo’s chosen market. We narrowed down the research by shortlisting the most accurate and relevant keywords/key phrases and provided Spanish translations for them, involving specialist SEO translators based in Mexico, as well as English back-translations and search rankings. As a last step, we enriched Excedo’s existing website content with the new keywords/key phrases for optimised search engine results.

The Benefits

Increasing Excedo’s search rankings for 69 targeted keywords, as well as the relevancy of those keywords, whilst retaining brand voice and consistency.

Building visibility across their preferred search engines: Google and Bing.

Generating more website traffic, which in return started bringing in more client requests through their website.

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Sayaka Soma, Digital Marketing Specialist

Excedo