How LuisaViaRoma made SEO mission critical for the entire business

Managing tens of millions of pages 

LuisaViaRoma’s website is a custom-built e-commerce site with tens of millions of pages that need to be continuously monitored and managed. On top of the constant page management, the team changed their strategy from focusing on PLP traffic to focusing on PDP traffic, increasing the number of pages that needed monitoring. They needed help keeping track of the tens of millions of URLs in different languages for different markets, the changes on the website and mitigating and minimizing any potential SEO errors and problems. 

The SEO team of three has always worked closely with the IT team, however, without sufficient visibility into SEO errors and problems, the collaboration between the teams wasn’t as efficient and productive as they wished. With no enterprise solution in place, the team lacked the right tools that allowed them to detect and recognize errors at an early stage and to identify scalable and verifiable optimization opportunities.

A dedicated team of SEO experts and the power of the Botify platform

The team at LuisaViaRoma is split into technical and content specialists. Both wanted to find a solution that would centralize their search data and allow them to leverage it in the most efficient way possible. To overcome their website challenges and take their SEO efforts to the next level, LuisaViaRoma chose to partner with Botify and use Botify Analytics to consolidate all their website data in one place. 

First, their dedicated Botify SEO experts shared their knowledge and insights and helped them implement their new strategy focusing on PDPs and other major changes, such as adopting a new CDN, modifying or adding sitemaps, and adjusting catalog structures to identify any unintended side effects and making corrections accordingly.

The team’s dedicated SEO experts also helped them segment their URLs resulting in a greater understanding of how the website was structured and managed by the IT team. Leveraging segmentation enabled the team to monitor and zero-in on multiple sections of the site simultaneously, each with its own issues and unique characteristics (e.g., homepage, catalog pages, designer pages, product pages, editorial content). As a result, Botify was able to identify crawl waste on some local URL versions that the LuisaViaRoma team was able to block, resulting in an improved crawl budget for strategic markets. Botify Analytics has also helped the team notice issues with Google’s crawl on certain resources, such as images and together with their dedicated Botify SEO experts they were able to identify the origin and solve the issues. 

Additionally, thanks to Botify Intelligence and their segmentation, the team was able to find issues affecting their crawl budget. For instance, working with the Botify team, they realized that image files were linked on their main domain, resulting in a high volume of 404 served to Googlebot. Once the problem was identified, they were able to fix the linking issue with their IT team and save precious crawl budgets for their strategic pages.

Finally, to increase productivity and efficiency, LuisaViaRoma’s dedicated team of experts implemented a custom reporting, designed specifically to monitor performance during important seasonal moments, such as the holiday season, offering greater visibility and transparency to all stakeholders. The collaboration between the SEO and IT teams is more efficient and productive than ever before as the team is now able to demonstrate what is happening on the website.