Summary: Beko is one of the most widely distributed home appliance brands in the world, part of Arçelik Group. From 2017 through 2024, we ran SEO for beko.com and more than 100 local country sites with one architecture, one set of guidelines and one reporting rhythm. According to Semrush estimates, beko.com’s ranking keywords across five European markets grew from 1,468 to 98,299 over that period.
| Industry | Home appliances, global manufacturer |
| Scope | beko.com + more than 100 country sites |
| Timeline | 2017 to end of 2024 (8 years) |
| Services | International technical SEO, hreflang and canonical architecture, crawl and index management, global SEO guidelines, content strategy, reporting |
| Team | Emre Ercan (project lead), Mert Erkal |
| Results | Ranking keywords: 1,468 → 98,299 Estimated monthly organic traffic: 4,315 → 466,322 Growth after 2020: 2.7 times in Italy, 2.6 times in Spain Germany, Italy, Spain, Poland and France; January 2017 to December 2024. Source: Semrush estimates. |
Where we started
This wasn’t one website. It was beko.com plus more than 100 country sites, each in its own language, market and competitive landscape, each with its own team and agency. At that scale, showing a German shopper the Austrian page, or a shopper in the UAE the English page instead of the Arabic one, is a daily risk.
What we did
1. Architecture first. We audited hundreds of language and region combinations and rebuilt the hreflang and canonical setup. Then we kept it current for eight years as Google’s approach to international search changed. Content work on top of the wrong language version just sends traffic to the wrong country.
2. Crawl and index control. On a site this size, the real question isn’t which pages to crawl. It’s which pages to keep out. We set crawl priorities, index rules and ongoing health checks.
3. Guidelines everyone could follow. Architecture built at headquarters breaks in the field if local teams don’t share the rules. We wrote global SEO guidelines and templates, from product pages to category structures, used the same way in every country.
4. Product pages that answer real questions. We added content for intents like “how to choose,” “product comparison” and “how to use,” so shoppers move from discovery to a purchase decision.
5. A steady reporting rhythm. We worked with the global team and local country managers and shared growth trends, technical metrics and index health on a regular schedule.
Results
Semrush’s historical data for beko.com across five European markets (Germany, Italy, Spain, Poland and France):
- From the start of 2021 to the end of 2024, estimated monthly organic traffic never dropped below 400,000: 413,129 in January 2021 and 466,322 in December 2024.
- Ranking keywords on Google went from 1,468 in January 2017 to 98,299 in December 2024.
- From January 2020 to December 2024, estimated organic traffic grew 2.7 times in Italy and 2.6 times in Spain.
These are Semrush estimates, not Beko’s own analytics. They include the effect of domain and site-structure changes during the period, so not all of the growth comes from SEO work alone. Our job was to make sure the right page showed up in the right country through all of those changes.
At this scale, success isn’t only growth. It’s holding the level. For four years, hundreds of language and country versions kept changing while traffic stayed in the same band.
What we learned
- Multi-country SEO is an operating model, not a project. Building the architecture is half the job. The other half is making sure 100 local teams don’t break it.
- Guidelines beat audit reports. An audit gets read once. A good guideline gets applied to every new page.
- Why it matters now: When the same product is described 100 different ways, AI answers split the brand too. Consistent entity data is now the foundation of AI visibility as well.
Who ran this project
Emre Ercan is Stradiji’s digital marketing manager. He has led SEO, Google Ads and analytics projects at Stradiji since 2013 and ran the Beko engagement from 2017 to 2024. LinkedIn
Related services: SEO Consulting · SEO and GEO Training · Web Analytics
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