OpenCom Case: Increased Brand Visibility by 20 Times
Posted: Sat Apr 19, 2025 8:45 am
OPEN Group is a trade marketing agency with a 20-year history. The company develops comprehensive sales management solutions, implements innovative technologies in personnel management, and cooperates with retail and FMCG leaders. Our task was to make the brand visible online. We tell you how we achieved this at Digital Strategy.
OPEN Group approached us in March 2020. The company wanted to increase recognition and visibility in search engine results for a larger number of queries — to be the leader in search results for its subject matter. We line data studied information about the client and its business, looked at what needs it wanted to cover and what tools exist for this, and got to work.
What We Did - SEO Strategy and Content
Initially, all materials on the site were designed for a "hot audience" - those who are ready to apply for a service and would only like to know the details. There were few pages on the site, and they contained only basic information about the company: a brief description of services, prices, contacts. Our task was to interest the "cold audience" - those who do not yet even imagine that they need a service. This is much more global than what the company did before.
We decided to focus on expanding the content directly on the site, since users were more likely to search for information on more general queries. There were few or no relevant pages on the network, meaning that people would come from a search engine to the client's site specifically on general questions.
We analyzed the OPEN Group website, then collected all the main terms on the topic and compiled a semantic core. In the semantic core, we divided the queries into:
near-thematic - information demand for more general requests within the framework of the topic;
informational - specific information requests on the topic of specific services;
commercial - under service sections.
We received a clear structure for each group of audience requests. Based on this information, as well as the client's wishes (visibility for specific requests by the end of the year), we made a work plan.
OPEN Group approached us in March 2020. The company wanted to increase recognition and visibility in search engine results for a larger number of queries — to be the leader in search results for its subject matter. We line data studied information about the client and its business, looked at what needs it wanted to cover and what tools exist for this, and got to work.
What We Did - SEO Strategy and Content
Initially, all materials on the site were designed for a "hot audience" - those who are ready to apply for a service and would only like to know the details. There were few pages on the site, and they contained only basic information about the company: a brief description of services, prices, contacts. Our task was to interest the "cold audience" - those who do not yet even imagine that they need a service. This is much more global than what the company did before.
We decided to focus on expanding the content directly on the site, since users were more likely to search for information on more general queries. There were few or no relevant pages on the network, meaning that people would come from a search engine to the client's site specifically on general questions.
We analyzed the OPEN Group website, then collected all the main terms on the topic and compiled a semantic core. In the semantic core, we divided the queries into:
near-thematic - information demand for more general requests within the framework of the topic;
informational - specific information requests on the topic of specific services;
commercial - under service sections.
We received a clear structure for each group of audience requests. Based on this information, as well as the client's wishes (visibility for specific requests by the end of the year), we made a work plan.