The brief


Search Laboratory worked with Viking, part of the Office Depot group, the leading global supplier of office supplies, stationery, and furniture, to help drive their multi-channel marketing program across Europe.

Key priorities were to:

  • Increase online sales and digital market share
  • Use localized SEO techniques to drive website visibility and organic sales
  • Drive website traffic and brand awareness through building local social media communities

The following markets were targeted:

UK, Ireland, Germany, The Netherlands, Austria, France, Italy


of organic revenue target


of link target


increase in European social media community size

The solution


The strategy was to use SEO and social media to target both new business customers and new individual customers (B2B and B2C).

We built an in-house team of 28 to deliver the campaign, including a team of 14 digital marketing specialists with native linguists skills covering each target market, to ensure that each campaign was fully localized to account for linguistic and cultural nuances.

Our proprietary software was used to plan, deliver, and manage the campaigns.


  • Create a product-focused content strategy
  • Plan and execute creative campaigns around key commercial focus areas
  • Native Linguists digital marketers conducted market research to identify the areas which had the most opportunity for growth in each territory
  • Earn high-quality external links and brand exposure through SEO and social media activity



  • Using Search Laboratory’s SEOLab tool, and an HTML Monitor that provides an audit trail for web page changes, a keyword strategy was built for each market
  • In each market, the team created quality content around each product to influence ‘authority’ ranking factors with link earning and social signals
  • The team then used Search Laboratory’s LinkLab media relations software to outreach content to their global media relations database, target publications and key influencers in each market

Search Laboratory’s team planned and executed 50 campaigns across all seven territories in 2016.

Some campaigns were designed to be delivered across all the target markets, and were localized for each market by in-house native linguists with a deep understanding of the search habits and cultural nuances of their native country.

The team also delivered country-specific campaigns, tailored to specific opportunities in each target market, such as King’s Day in the Netherlands.

The following two examples demonstrate our ongoing content marketing and technical SEO work.

Content marketing: Office Etiquette campaign


A screenshot from a blog created by Search Laboratory digital marketing agency for Viking and Office Depot. It focused on international office etiquette.

The Office Etiquette campaign demonstrates our international approach and illustrates the fantastic results that have been achieved for Viking.




A unique and well-designed infographic highlighting best-practice business etiquette between colleagues in different countries, which was translated and localized for each market.


Why did we do it?


The SEO focus areas within the stationery category are related to organisation products. This campaign ties in with offices being tidy and well organised, and provides links to the category pages for products used in the campaigns.


International approach


Search Laboratory’s team of international mother-tongue linguists and marketing specialists researched, collated and compared data alongside best practice business customs across ten different countries. This also included interesting facts related to each of these markets.




The infographic was story-boarded and designed then translated and localised along with a blog post specific to each of Viking’s country website blogs. LinkLab was used to gather a list of target publications and promote the campaign in each market.



The campaign achieved coverage on multiple authoritative news sites and other publications including Business Insider, Yahoo, Design Taxi,,, The original target was 60 links.


Total coverage and links


Average domain authority


Link target

Technical SEO


The campaign also included extensive technical SEO work, including executing a site migration and comprehensive technical SEO changes for Viking Austria.

After the migration, Viking Austria now has more than triple the amount of target keywords on page 1 of Google:

A screenshot of a graph showing total ranked keywords for These keywords were monitored by Search Laboratory digital marketing agency.


Strategy results


Visibility (examples)


Austria organic visibility increased by 140%                                                                           France organic visibility increased by 60%

A screenshot showing SEO visibility on SearchMetrics for Viking and Office Depot. The dates span between 2011 and 2016.A screenshot of a Searchmetrics graph showing SEO visibility for Office Depot and Viking. It covers the dates of 2012 and 2017.







  • Exceptional results have been achieved across all the territories
  • It uses a unique combination of Search Laboratory’s SEO software with an in-house team, including native linguistic experts
  • Key revenue and organic visibility goals were met and exceeded
  • Viking’s approach to search marketing has been revolutionized as a result
  • Creative ways to promote “dry/dull” office supplies have been applied

Viking has secured its place in the global market as the leading ecommerce vendor of offices supplies.

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