A two-year comprehensive SEO strategy for Cellnex focusing on both on and off-page optimisations to develop rankings in the SERPs and brand authority in the industry.

Telecom SEO

Manufacturing and industrial industries are synonymous with lagging behind in the adoption of digital marketing, preferring to remain with their "tried and tested" traditional methods. Updating website design, adopting Industrial SEO techniques and increasing visibility in paid and social media can transform the rate your business grows.

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+449.8%Non-branded clicks

+7,515Monthly site users

+202Top 10 keywords

Challenge

Cellnex, one of the largest telecom companies in Europe, came to us looking for two things: to increase their rankings in the SERPs, and to expand their brand authority within the search engines and wider industry. Luckily, when it comes to SEO, you are often able to gain the former from the latter!

So, during our first year with Cellnex, the team set to work on a plan to overhaul their SEO approach on their initial main priority: private network services. Here’s what we did…

Solution

After initial calls, it was decided that a ‘classic’ on and off-page SEO approach to Cellnex’s site would be the most effective. Since they had done little to no SEO in the past, it meant that there was lots of potential for growth and scope for great results.

It was decided that we would crack on with the on-page SEO first. We overhauled the existing private network service and information pages, and added more! Following extensive keyword research, the existing content was rewritten with target keywords in mind, and the pages were restructured with the customer journey as a focus.

The new pages the team added had a new industry focus, for sectors such as healthcare, transport and logistics, and real estate, for example. This was an approach that Cellnex had not leant into before, so the team took the liberty of writing the pages from scratch and uploading the content to the site themselves. These industry pages fully outlined the services the customer could expect to receive, with the goal of both building trust and encouraging conversions.

Once the on-page SEO was well underway, it was time for the off-page SEO side of the approach. This more technical, back-end strategy included indexing all relevant pages, increasing site speed, checking all 404 errors and fixing them, and finally, restructuring the site map. These approaches meant the site could be crawled, site authority could be understood and therefore increased, and the search engines could better read and understand the information on the site, allowing it to appear in the SERPs for the most relevant search terms.

Result

Optimising both on and off-site SEO as a combined strategy is often a failsafe way to see results, especially on a site that has not been previously optimised for SEO.

The client was very happy with their campaign and the results they saw from our approach, and the results all around were fantastic. Cellnex saw its monthly site users increase by a huge 7,515 - an epic achievement from the team!

The informational content we developed resulted in features in snippets and AI Overviews, sometimes within as little as four days, reinforcing the newfound trust Google had in Cellnex’s site.

This authority resulted in an increase of non-branded impressions by 364.8% and non-branded clicks by 449.8%!

They were so impressed with the results in year one for private networks, that they renewed for a second year and asked us to replicate the approach for their inbuild solutions…

So that’s what we did! This vote of confidence from Cellnex was a huge boost for the team and the ultimate reward that the strategy deserved.