Case Study

Glovo, the renowned food delivery app, has gained immense popularity among customers and has made notable contributions to the startup and entrepreneurial community. Startups often choose to launch their food-related products and services on the Glovo platform, reaping significant benefits in terms of early traction and success. Glovo has facilitated the launch of a substantial number of food-related offerings, surpassing thousands of products and has provided substantial financial support to startups, with payouts totaling in the millions.

Glovo owes part of its success to several key factors. Firstly, the company has built a strong and trusted brand within the food delivery industry, earning the loyalty and appreciation of its diverse customer base. Additionally, Glovo's blog serves as a valuable resource, providing informative content and engaging with the audience. The founder, has played a crucial role in the company's achievements, bringing forth innovative ideas and contributing to its overall success. The email marketing campaigns implemented by Glovo have been highly effective, gaining recognition and serving as potential case studies for renowned publications such as Harvard Business Review (HBR).

Despite their existing achievements, Glovo recognized the untapped potential of content marketing and search engine optimization (SEO). While the company was already generating some traffic to their blog, they understood that they could further optimize their content and SEO efforts to unlock greater success. At the time, Glovo's articles were influenced sporadically by SEO practices, sometimes driven by intuition, and occasionally guided by community feedback. However, there was a lack of a cohesive and structured plan in place.

To address this challenge and fully leverage the power of content marketing, Glovo sought the assistance of MOArt. Recognizing the need for a comprehensive content marketing strategy, Glovo partnered with MOArt to refine their approach. By aligning content production with a well-defined SEO strategy, Glovo aimed to drive increased organic traffic, enhance their online presence, and provide more value to their audience.

The collaboration with MOArt showcased Glovo's commitment to continuous improvement and their dedication to delivering exceptional experiences to their customers. With a cohesive content marketing plan in place, Glovo was poised to maximize their online visibility, engage their target audience more effectively, and solidify their position as a leading food delivery app.

The Goal

The Glovo team aimed to expand their traffic and, more importantly, convert that traffic into revenue-generating customers. They recognized the potential of content marketing as an additional performance channel to complement their successful paid acquisition and email marketing strategies.

The Challenge

Glovo faced the challenge of navigating the complexities of content strategy, where there are no definitive right or wrong approaches. This made it difficult for them to determine the best path forward.

They grappled with questions like, "Should we prioritize high search volume traffic that may not lead to conversions, or should we focus on highly relevant keywords with less search traffic?"

Another hurdle was finding the time and resources to conduct the necessary research to make informed decisions about their content strategy. Producing content involved not just writing, but also creating content briefs, editing, designing social media graphics, publishing, and promoting.

With a lean team at Glovo, they sought a solution that would allow them to move quickly and effectively.

This is where the MOArt team stepped in to provide their expertise and support.

A Sneak Peek of the Results

In one year, MOArt's collaboration with Glovo yielded impressive outcomes, including:

A remarkable 843% increase in organic traffic to Glovo's blog.
The addition of $165,000 worth of monthly organic traffic, which complemented their existing paid ad campaigns and further boosted their online visibility.
Achievement of page 1 rankings on Google for 53 carefully targeted keywords, enhancing their search engine presence and attracting more potential customers.
An outstanding 340% uplift in revenue generated from organic traffic, demonstrating the effectiveness of the content strategy implemented by MOArt

Here’s how they did it.

The Solution

Omniscient followed a four-step process to diagnose and implement the right strategy to grow Glovo’s organic traffic:

Research
Strategy
Production
Promotion

The MOArt team embarked on a similar journey with Glovo, beginning by assessing Glovo's position relative to its competitors and conducting a comprehensive TOWS analysis (Threats, Opportunities, Weaknesses, and Strengths), also known as a SWOT analysis.

Glovo boasted a robust online presence, reflected in its high domain rating (DR) in the 70s. Recognizing the potential of content economics, this meant that content published on Glovo's website could compete effectively for highly competitive keywords.

Just like with any client, MOArt started by formulating a tailored strategy for Glovo. As Glovo's food delivery platform offers discounted products as alternatives to well-known restaurants, the keyword research conducted by MOArt placed a strong emphasis on various food-related categories.

Through their extensive research, the MOArt team identified an exciting opportunity. They realized that if Glovo could rank for highly competitive keywords with high purchase intent, such as "best food delivery service" or "local restaurant alternatives," their website had the potential to convert those visitors into loyal customers.

Applying their principle of product-led content, the MOArt team focused on optimizing the content for conversions. However, they also ensured the inclusion of relevant keywords with high search volume but lower purchase intent in their content portfolio, capturing a broader range of traffic.

MOArt's meticulous research generated a list of thousands of potential target keywords. Collaborating closely with Glovo, they narrowed down the selection to a quarter's worth of content to produce. Each target keyword was accompanied by a detailed content brief, providing Glovo's content team with all the necessary information and context to create high-quality, search-optimized content. These briefs included suggested titles, opportunities to capture featured snippets, and related secondary keywords, strategically incorporated into headers and subsections of the blog posts.

In partnership with Glovo's writers, MOArt iterated on these content briefs to ensure the content was optimized and ready for publication with minimal edits, allowing Glovo's team to operate efficiently.

To further enhance Glovo's already strong domain rating, MOArt diligently built high-quality, relevant backlinks from websites with a domain rating of 50 or higher. These backlinks not only bolstered Glovo's authority but also contributed to their improved search engine rankings and organic visibility.

Results

In one year, Glovo grew their organic blog traffic by 843%:

The chart below shows Glovo’s rankings for highly competitive target keywords improving from

Not ranking (white)
To ranking beyond page 3 (grey)
To ranking on page 3 (yellow)
Moving up to page 2 (light green)
And showing up on page 1 (dark green)

In addition to those target keywords, Glovo also began ranking for additional tens-of-thousands of related and semantic keywords.

For instance, by focusing on ranking for a competitive keyword like "food delivery service," which boasts a monthly search volume of 20,000, Glovo also achieved rankings for related keywords such as "best local food delivery service" (18,000 monthly searches) and "fast food delivery service" (15,000 monthly searches). These additional keyword rankings further enhanced Glovo's online presence and attracted a broader audience searching for various food delivery options.

And that wasn’t junk traffic. It was valuable traffic that Glovo would’ve had to pay over $165,000 in ads to acquire.

Here’s how to define traffic value:

Organic traffic value is the equivalent monthly cost of traffic from all keywords that the target website/URL ranks for if paid via PPC instead of ranking organically.
In essence, the number gives you a sense of how valuable a domain’s keyword profile is. Another way to think of it is how much money the target website/URL has saved in terms of ranking for keywords organically, instead of buying paid traffic.

That money isn’t saved just once. Glovo saves that amount of money each month they rank for those keywords and don’t have to pay for that traffic.

In addition to traffic growth, the revenue Glovo received from organic traffic grew 340%.

Glovo now has a replicable content strategy that targets keywords with high search volume and high purchase intent. They plan to apply that strategy as they expand their marketplace offerings to more food categories for new customer segments.

How Glovo Achieved a Whopping 843% Increase in Organic Traffic and Skyrocketed Revenue from Organic Sources by 340%