Introduction
Granado is one of the most traditional brands in Brazil in the perfumery and personal care segment. With a strong physical and digital presence, e-commerce has become a strategic channel to sustain the brand’s growth.
After identifying a drop in organic traffic, the company partnered with liveSEO to recover performance and expand the relevance of the search channel.
The Challenge
Granado experienced a decline in organic traffic, reducing brand visibility on Google and impacting search channel performance.
Beyond recovering growth, there was a need to better structure content production and understand the relationship between SEO and paid media, as a significant portion of demand was driven by Ads campaigns. The challenge was to assess how much of this traffic could be absorbed by the organic channel without compromising overall performance.
The Strategy
liveSEO developed a plan based on technical SEO, content optimization, and integration with paid media.
As part of the strategy, keyword negation tests were conducted in Google Ads to evaluate whether organic traffic could absorb demand previously driven by paid campaigns.
The experiments were carried out in two phases, adjusting campaign match types to maintain control over strategic terms and preserve performance.
Results
The tests showed that the organic channel had the potential to absorb a significant portion of the demand previously captured by Ads.
Key results:
- +80% increase in organic session share
- +156% increase in organic revenue share
- +96% growth in organic revenue compared to the decline observed in paid media after keyword negation
By combining technical optimizations with strong SEO and Ads synergy, the impact on the business was clear: e-commerce revenue doubled compared to the previous year in just 52 days.
Strategic Conclusion
The project demonstrated that SEO and Ads can work in a complementary way to maximize results.
Based on the tests, a continuous process was established to analyze the relationship between campaign-targeted keywords and organic performance, enabling the identification of new growth opportunities within the search channel.