Building A Scalable Organic Strategy Across 23 Markets

Challenge

Manutan, a leading European distributor of equipment and supplies for businesses and local authorities, operates in 23 markets through 17 subsidiaries. While each country had its own market maturity and search behavior, Manutan needed to unify its organic approach to scale performance across borders.

The brand faced several core challenges:

  • Creating a central organic strategy that could adapt to local market needs

  • Supporting the complete redesign of all e-commerce websites across Europe

  • Aligning its B2B editorial strategy with organic performance, despite local content being disconnected from acquisition objectives

  • Structuring production processes and technical foundations to scale efficiently

  • Strengthening synergies between SEA and organic by identifying where organic could relay or replace paid efforts

Strategy

Primelis partnered with Manutan to design an international organic roadmap focused on three strategic priorities:

  • Clean technical foundations
    Establish scalable, stable, and high-performing technical infrastructure for all country websites

  • Scalable content and production workflows
    Deploy a centralized framework that could be adapted locally and amplified across channels (social, editorial, thought leadership)

  • Cross-channel integration
    Break down silos between SEA and organic by aligning on shared KPIs, performance data, and semantic coverage opportunities

Execution

The collaboration translated into a full-funnel, cross-market operational rollout:

  • Technical optimization:
    Cleanup of legacy technical issues and support throughout the full site redesign to ensure optimal organic readiness and crawlability across all 23 markets

  • Smart content scaling:
    Creation of localized content strategies tied to actual business priorities, with guidelines for extending reach beyond search (e.g., white papers, employee interviews, workplace health advice articles, social content)

  • Organic and SEA synergy:
    Joint analysis of paid performance to identify opportunities for organic coverage and reduce overspending on high-potential queries. Integration of Shopping Ads learnings to guide product feed optimization and organic category prioritization.

  • Unified monitoring:
    Deployment of a centralized dashboard to give both group-level and local teams visibility into organic performance and progress

Impact

  • A unified and scalable organic strategy deployed across 23 European markets
  • Stronger alignment between paid and organic channels, driving more efficient acquisition strategies
  • Increased contribution of organic to revenue and improved share of voice
  • A fully optimized technical base integrated into the platform relaunch
  • More efficient production processes and better reuse of content assets across formats and channels
  • Deeper collaboration between group and local teams, supported by shared tools and priorities