International growth through non-branded SEO. For a premium stroller brand.
Skills
The challenge
Joolz is a strong brand with a loyal customer base. But organic visibility was still largely dependent on branded searches. That limited their reach.
The goal: grow through non-branded search terms and expand internationally, while maintaining their premium positioning.
- Strong reliance on branded traffic.
- Limited visibility on generic, high-intent keywords.
- Competitive international markets.
- Need to scale without compromising brand experience.
Our approach
We built an international SEO strategy, starting with the Dutch market as the foundation.
1. Scalable keyword strategy
We mapped out high-intent, non-branded keywords per market. Not just volume, but relevance and conversion potential were leading.
✔️ Focus on category and comparison searches
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Balance between short-term wins and long-term growth
2. Content that converts
We developed content tailored to each stage of the customer journey—from inspiration to decision.
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SEO landing pages aligned with user intent
✔️ Content that fits the premium brand experience
3. Authority building through link building
We strengthened domain authority with high-quality backlinks.
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Focus on relevant, premium publishers
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International link building strategy
4. International rollout
After validating success in the Netherlands, we scaled the strategy to multiple markets.
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Localization per market
✔️ Continuous optimization based on performance
Our results
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Traffic
Increase in non-branded organic traffic -
Growth
Growth in organic visibility -
Revenue
Revenue driven through organic channel -
International
Markets active with SEO
Look ahead
The foundation is in place but growth never stops. We continue to expand internationally and optimize performance. Because staying ahead means constantly evolving.
