Moving 240 stores from page two to page one of Google.

Context

Atolls (part of the European Global Savings Group) operated cashback and coupon properties in LATAM. I led the regional operation — four sites total: cuponation.com.br plus two white-labels in Brazil, and cuponation.com.mx in Mexico. Combined monthly traffic sat around 4M visits. Team of 14 across editorial, SEO, and partnerships. Reporting line into the European headquarters.

Challenge

The cashback/coupon vertical is brutally SEO-dependent. Most of the conversion happens on transactional store pages — "cupom [marca]", "desconto [loja]" — and the difference between page one and page two of Google is the difference between meaningful revenue and basically zero. We had a long tail of store pages ranking on page two: enough volume in aggregate that getting them to page one would be material.

Approach

• Identified the page-two cohort. Audited the full store database, isolated stores ranking #11–#20 — the zone where small SEO moves convert into outsized revenue gains.
• Prioritized by commercial weight. Cross-referenced with affiliate commission data so the project focused on stores that would generate actual revenue if they ranked, not just traffic.
• Tightened on-page across the cohort. Keyword targeting, metadata, internal linking, store page structure, schema, content depth.
• Internal linking + authority routing. Used higher-authority pages to push link equity into the prioritized store pages.
• Editorial cadence around the project. Coordinated the editorial team to keep producing supporting content while the SEO project ran.

Outcome

• 240 stores moved from page 2 to page 1 of Google search results.
• +50% organic revenue lift attributable to the project on the affected cohort.
• +30% YoY growth on the flagship cuponation.com.br site in year one of my tenure; +18% YoY in year two.
• Incorporated the Mexico operation into the Brazil office — a regional migration that consolidated overhead.
• Built the team of 14 from a smaller starting point, including recruitment, onboarding, and process structuring.

What it took

The hardest part was prioritization, not execution. SEO teams default to fixing the most broken thing first — that's rarely where the revenue is. Putting commercial weight on top of SEO opportunity is what made the project earn its keep.