ASSA ABLOY Entrance Systems

Access solutions · Spain

A 134% increase in organic traffic over one year for the Spanish website of a global multinational

A multinational company with a global presence whose Spanish-language website needed to be visible where it mattered: on search engines.

to raise the profile in Spain of a multinational’s locally managed website

ASSA ABLOY Entrance Systems is the world’s leading provider of smart access solutions, operating in 70 countries with over 52,000 employees. Its Spanish website already existed, but it was underperforming: organic traffic was insufficient and its search engine visibility did not reflect the company’s true market presence.

An additional challenge was that the website was managed locally but under the group’s global guidelines, which limited the scope for technical intervention and required working precisely within those constraints.

What was decided and what was ruled out

The key decision was to treat this as an architectural project rather than a content-focused one. Publishing more pages or more optimised text without resolving the underlying technical issues would have been pointless — the site had structural flaws that prevented Google from interpreting it correctly.

The technical health of the site was prioritised first: loading speed, duplicate content, unnecessary code and toxic backlinks that were penalising the domain. Only once that foundation had been cleaned up did it make sense to work on keywords and content optimisation.

The work was planned as a twelve-month project with phased implementations, coordinating Incógnito’s recommendations with ASSA ABLOY’s in-house technical team to ensure local scope for action was respected within the global structure.

INTEGRATED IMPLEMENTATION

The project began with a comprehensive technical audit of the Spanish website. The initial steps involved cleaning up the site: removing duplicate content, minifying JavaScript and CSS code, removing toxic backlinks, and improving loading speeds to avoid Google penalties.

With the technical foundations in place, we conducted keyword research focused on ASSA ABLOY’s actual business activities in Spain — automatic doors, industrial access solutions, security control — and optimised the existing content based on this semantic architecture.

Improvements to the site structure and ongoing technical optimisation over a twelve-month period allowed the changes to take root and generate cumulative, rather than one-off, results.

Results

A twelve-month project that delivered a sustained and measurable improvement in the organic performance of ASSA ABLOY Entrance Systems’ Spanish website.

“Thanks to Incógnito, we have seen a significant increase in our search engine visibility. Working with the agency has been a very positive experience, and we are extremely grateful for the results achieved through the SEO strategy.”

Alberto Barrantes

Head of Marketing at ASSA ABLOY Entrance Systems Spain

Organic Traffic

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Sessions

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Users

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ASSA ABLOY Entrance Systems

A 134% increase in organic traffic over one year for the Spanish website of a global multinational

to raise the profile in Spain of a multinational’s locally managed website

What was decided and what was ruled out

INTEGRATED IMPLEMENTATION

Results

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