Looking for visibility through advertising or organic positioning?

May 7, 2020 · 2 min read

This story has two incredible twists.

The first is that in 2015, when the whole world was in full digitalization process, the Argentine brand of Yerba Mate Taragüi had a challenge: to appear among the first search results on the internet, both in Argentina and in the European countries where its products were marketed.

This was a priority, considering that Taragüi belongs to the Las Marías Group, one of the largest companies in Argentina and remarkably consolidated in the national industry, apart from being a Yerba Mate brand that’s widely chosen and consumed by Argentines.

Looking for a solution to this challenge, they approached us with a specific request: to pay for publicity on Google through AdWords, to quickly appear in the first results.

And here comes the other unexpected twist, because we decided to say NO to this specific request, risking losing Taragüi’s interest in our services, despite being a young venture that would greatly benefit from working with such a large and well-known client.

What was our response?

From a strategic point of view and always thinking long term, we didn’t consider Google AdWords as the best option for this problem. We decided to present an SEO counter-proposal: organic positioning in the strategic countries for the brand. It was going to take a bit longer, sure, but we would ensure an optimized positioning in several languages in the medium/long term, which would scale naturally and would last over time in a stable manner.

Four years later, our partnership with Taragüi is more valid and consolidated than ever. They decided to trust us, and we had the perfect opportunity to demonstrate the effectiveness of our vision. When they gave us their website they had 3000 visits per month; this year we expect to reach half a million (organic) visits with our best weapon: quality content.

Our small team has also evolved during this time. Back then we were two; today we’re a team of 14 people of different nationalities and specialties, with the capacity to generate and position content in exotic languages such as Japanese or Polish, expanding day by day to cover 60 countries in the coming years.