Case Study: Shell achieves 24% growth in non-brand clicks with iCrossing's unified global SEO framework

Shell boosts non-brand clicks 24% with iCrossing

Shell faced a challenge with fragmented regional SEO tactics and duplicated efforts across its 87 global markets, hindering non-brand search visibility and operational efficiency. iCrossing was engaged to address this using their Search, AI & Discoverability solutions.

iCrossing implemented a unified, audience-led SEO framework with standardized KPIs and global reporting in Adobe Analytics. This solution aligned all markets under one system, resulting in a 22% increase in search impressions and a 24% growth in non-brand clicks, establishing a scalable operating model for Shell's global teams.

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