Scaling organic traffic from 0 to 40%

Cornershop, the grocery delivery platform that was acquired by Uber, faced a significant challenge: they had virtually no organic search presence.

The initial situation:

• Organic channel represented less than 1% of total traffic
• There was no dedicated SEO team or processes
• Technical architecture was not optimized for indexing
• Operating in multiple countries without international SEO strategy

The goal: Create the SEO area from scratch and scale organic traffic to become a relevant acquisition channel.

Phase 1: Audit and Diagnosis

A complete technical audit was performed identifying:

• Indexation and crawl budget issues
• Programmatic content opportunities
• Information architecture gaps
• Technical implementation needs

Phase 2: Programmatic Content Architecture

A programmatic landing page strategy was designed to capture high-intent searches:

• Store pages by location
• Product category pages
• Specific product pages
• Local search optimization

Result: Over 3 million optimized landing pages.

Multi-country Implementation

Cornershop operated in Chile, Mexico, Peru, Colombia and other markets. Implementation included:

• URL structure by country and city
• Hreflang for multilingual content
• Local link building strategy per market
• Region-localized content

Technical challenges solved:

• Dynamic content handling (inventory, prices, availability)
• Core Web Vitals optimization for catalog pages
• Structured data implementation for products and stores
• Canonical URL management in massive catalogs

Growth metrics:

• Organic traffic: From practically 0% to over 40% of total traffic
• Landing pages: +3 million pages indexed and optimized
• Coverage: Successful implementation across all operating markets

Business impact:

• Organic channel became the main source of new users
• Significant reduction in customer acquisition cost
• Scalable foundation that continued growing post-Uber acquisition

Legacy:

The strategy and processes established continued working after the Uber integration, demonstrating the solidity of the technical implementation and area documentation.