From situation to result.
The starting point
Online Plastics Group sells plastic sheets cut to size through 13 online stores in 9 European countries, from the Netherlands and Germany to Italy, Spain and Poland. Every store has its own domain, its own language and its own competitors.
SEO for one online store is a lot of work already. For 13 at once you grind to a halt if everything is done by hand.
What we did
Together with OPG's SEO team we built a system in which every recurring work process is an AI skill:
- SEO analyses per market run automatically on a fixed cadence: rankings, content gaps, competitors and technical health.
- Team members work with the system themselves, so the same team delivers more output.
- One reference market where an improvement is tested first, after which it rolls out to all markets.
- Keyword research and content per market in its own language: not a translation of the Dutch set, but the terms people in Germany, France or Poland actually search for.
- Changes to the site are never automatic: the AI proposes, a human approves.
The result
13 online stores in 9 countries run in one system with 52 AI skills per market. 16 analyses run unattended in the cloud every morning, from rankings and technical health to content gaps. The team starts its day with the outcomes instead of with the data gathering.
For each market the system builds a keyword universe from Search Console and the live search results, and refreshes it monthly. For Germany that is over 12,000 keywords in more than 3,000 topics, each with a search intent. That is where the content gaps and briefs per country come from, in the language of that market.
From proposal to site without copy and paste: product copy, headings, titles and meta descriptions go straight into the store through an integration, after a human has approved them. For the Dutch and German stores the log now holds over 450 content changes applied this way.
Existing pages are pre-assessed by the system on copy and imagery, with a rewrite proposal in the store's brand voice. The editor reviews a preview that looks like the live page, not a text file.
More markets does not mean more people. A well-designed system lets a small team work like a big one.All cases →
