SEO that sells: What they don’t tell you about the success of Blue Banana and other brands

In the competitive world of eCommerce, ranking in Google is no longer enough. During LogiCommerce Connect 2025, SEO consultant and VisibilidadOn founder Josep Deulofeu delivered a practical, business-focused session showing how SEO can drive real results. His message? The only SEO that matters is the one that sells.

The new SEO reality: Top rankings don’t guarantee clicks

Josep began with a clear warning: being first on Google isn’t what it used to be. With Google Shopping, Merchant Center, ads, and new features like AI Overviews, organic CTR has significantly dropped.

This means eCommerce brands must combine SEO and Google Ads. Josep called it the “sandwich strategy”: appearing in both organic and paid results to maximize visibility—because it doesn’t matter where the click comes from, as long as it converts.

Monobrand vs. Multibrand: Different strategies, different rules

A key part of the talk was the distinction between monobrand and multibrand stores:

• Multibrand stores rely on large catalogs and competitive pricing. Tools like NetRivals help track competitor prices and boost visibility on Google Shopping.

• Monobrand stores often lack high-volume product searches. Their growth depends on brand awareness, semantic authority, and unique content. In these cases, SEO must work hand-in-hand with branding.

The 3-Step model: Visibility, conversion, average order value

Josep shared a simple but powerful method for diagnosing eCommerce performance:

• Visibility: Are we attracting enough traffic via SEO and other channels? Which keywords are trending up or down?
• Conversion: Is the website converting? Are the product pages, checkout process, and speed optimized?
• Average Order Value and Cross-Selling: Are we maximizing revenue per visitor?
• Retention and Loyalty: Especially important for recurring purchase sectors, like packaging supplies.

This framework helps teams focus on what really matters, whether it’s adjusting product pages or launching new categories.

Content is still king (even when created with AI)

One of the session’s most valuable insights was the emphasis on content as a business growth driver, much like Blue Banana does. Blue Banana behaves like a “media company,” creating quality content to attract audiences and later converting them through remarketing or email marketing.

And yes, AI-generated content can work well for SEO. The key is:

• Answering the search intent effectively.
• Backing it with domain authority.
• Validating results using tools like Google Search Console.

“If it can’t be found, it can’t be sold. But if it can’t be crawled or indexed, it doesn’t exist either.”

SEO fundamentals: The basics many still ignore

Josep also walked through essential SEO technical practices:

• Make sure your pages are indexed in Google Search Console.
• Use tools like Microsoft Clarity to review user experience.
• Avoid personalization based on JavaScript or third-party APIs that block Google from reading your content.

Without these fundamentals, even the best content or link building won’t help.

Link building: Focus on visibility, not volume

Instead of spending thousands on backlinks, Josep recommends focusing on brand actions: influencer campaigns, media exposure, and strategies that drive branded search traffic. If users search for your brand, you’ve already won a big part of the SEO game.

The power of specialization: Why niches win

The talk ended with a powerful reflection: the future of SEO is in specialization. Projects that dominate niche categories can outrank giants like Amazon in specific search results.

“The niche is rich: if your site solves a specific problem really well, Google knows—and rewards you for it.”

Conclusion

SEO that drives revenue isn’t just about keywords. It’s a strategy rooted in business goals, where content, UX, data, and brand recognition all work together to attract qualified traffic and turn it into loyal customers.

Not sure where to start with SEO? Take notes from brands like Blue Banana, Caja de Cartón, and eseOese: treat SEO as a business lever—not just a marketing channel.

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