Carlo Malpezzi

Seo Specialist @Arcaplanet

Carasco, IT

Agrifarma S.p.a. is the leading Italian retailer in the Pet Food industry with over 500 stores around Italy and 30k+ products.Responsibilities- Conduct keyword research to inform content strategy, driving organic traffic to the blog and e-commerce platform- Optimize on-page elements (meta tags, headings, URLs) to boost search engine rankings and increase organic traffic- Identify and resolve technical issues impacting indexing and online visibility- Analyse SEO performance using tools such as Google Search Console, GA4, and SEMrush to make data-driven decisions.What have we been through:Over the years, we went through two significant structural changes on the main website and we focused on optimizing SEO to maintain traffic and rankings. In particular- URL Structure Change: we defined an intuitive and SEO-compliant URL hierarchy, implementing 301 redirects to preserve link equity. We updated internal links, identified and fixed broken links, and refreshed the XML sitemap for re-indexing- Content Hierarchy Change: we reorganized categories for enhanced navigation and optimized on-page elements (title tags, meta descriptions). Addressed technical issues (duplicate content, broken breadcrumbs) to ensure a seamless user experience.By proactively managing these changes and resolving technical issues, I ensured a smooth transition while enhancing SEO performance.Key Achievements- Wrote and optimized hundreds of pages (PLPs, LPs, PDPs, Blog Posts), achieving top 3 rankings in Google search results- Contributed to the e-commerce site achieving over 75 million impressions and 3 million clicks, with a 3.5% average CTR in the past year- Created engaging, SEO-friendly blog posts for Arcaplanet Magazine, overseeing a successful migration to a new subdomain, resulting in 75 million impressions and 1.5 million clicks with a 1.7% average CTR.