Getting to know Gomila Cerámica

Gomila Cerámica is a Mallorcan family business that has been specializing in ceramic floor and wall tiles for decades. Although its surname is well known in the Balearic Islands, the brand faced the challenge of standing out in a competitive market and differentiating itself from other family businesses such as Femenías and GDuran. The challenge was not only to digitize its offering, but also to make the Gomila name synonymous with high-quality ceramics.

Initial situation and challenges

Gomila Cerámica was faced with an outdated website that was practically invisible in Google searches. With increasing competition and the rise of e-commerce, the company faced the risk of falling behind in the digital environment. In addition, since the surname “Gomila” is common in Mallorca, many of its potential customers ended up on unrelated websites, further complicating its positioning.

The main objective of the strategy was to improve SEO positioning, revamp the brand’s digital image and drive qualified traffic to its website, all while distinguishing itself from its direct competitors on the island.

1. Web renovation

The first step was to completely redesign the website. A new SEO optimized structure was created, adding relevant and strategic content to attract both users and search engines. The new website included detailed product and service descriptions, highlighting Gomila’s most popular collections and materials.

2. Improved Contact Forms

To facilitate communication with clients, contact forms were improved and distributed throughout the website. This change increased inquiries, resulting in more interested customers contacting the company.

3. Supplier Pages

A key tactic was to create sections dedicated to Gomila Cerámica’s suppliers. This not only offered more valuable content, but also prevented customers from having to leave the site in search of additional information about materials or collections, thus improving retention.

4. Multilingual Translation

Given the diversity of customers in Mallorca, the site was translated into Spanish, English and German. This strategy expanded Gomila Cerámica’s reach, especially among foreign residents on the island.

5. Advertising Campaigns and Negative Keywords

Advertising campaigns focused on brand recognition and differentiation from competitors were launched. An innovative approach was the negative keyword strategy, to avoid appearing in unwanted searches related to the common surname “Gomila”. This improved the accuracy of the ads and the quality of the traffic received.

6. Presence in Social Networks and Newsletter

We boosted our presence on social networks, particularly Pinterest, a key platform for reaching architects and designers, the brand’s main target audience. In addition, a newsletter was implemented to maintain contact with clients and foster brand loyalty.

Results and achievements

SEO positioning:

After the implementation of the new digital strategy, Gomila Cerámica experienced a significant improvement in its web positioning. Currently, it has:

• 7 keywords in the top 3 search results.
• 9 keywords in the top 10.
• 10 keywords in the top 20.
• 30 keywords in the top 100.

The average position improved to 49.72, with a visibility of 18.66%, far outperforming competitors such as GDuran (0.83%) and Femenías (0.18%).

Advertising Performance:

The advertising campaigns achieved an average cost per click of €0.20, demonstrating a high efficiency in advertising investment.

Local Optimization:

In terms of geolocation, the Google My Business profile was optimized, increasing both visibility and reviews. Gomila Cerámica managed to obtain 100 reviews with an average score of 4.3/5, which strengthens its local reputation.

Success on Pinterest:

The focus on Pinterest proved to be especially fruitful. In just a few months, the Gomila Cerámica account reached:

• 19.3 thousand monthly views.
• A 50% increase in impressions (64.69 thousand).
• A 38% increase in interactions (2,55 thousand).
• 70% more outbound clicks to the website (169).
• 50% increase in its total audience (44 thousand).