Fabio Arcieri Get in touch

Selected work

Case Studies

B2B / D2C e-commerce

B2B / D2C e-commerce

A corporate gifting store with technical SEO issues, an ineffective content strategy, and tracking issues.

  • +46% B2B leads
  • +17% E-commerce sales
  • +22% Transactional traffic
  • +124% Informational traffic
D2C channel revenues.
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Challenge

The client had three problems:

  • Tracking. The setup wasn’t GDPR-compliant. Sessions were inflated; key events were not properly configured.
  • Technical. Crawlability issues, poorly structured HTML, thousands of indexed pages, weak UX.
  • Content. Their content covered their main search area but underperformed. The content strategy didn’t connect traffic to business outcomes — their highest-traffic page attracted low-quality users with no purchase intent.

Work

A dedicated team implemented proper tracking. The SEO team executed the technical fixes to lay the groundwork for on-page and on-site optimization.

In parallel with the fixes, we created a content strategy targeting corporate events and the tax deductibility of business gifts. The goal was to reach the right buyers before the purchase stage and outside the main competitive space. Link building followed the same themes.

I set up the strategy and coordinated the other teammates: one dev, one writer, and the tracking team.

Results

Across the engagement:

  • +46% B2B leads
  • +124% informational traffic
  • +22% transactional traffic
  • +17% e-commerce sales

B2B lead numbers were estimated using the corrected tracking methodology, cross-checked against their CRM.

Luxury e-commerce

Luxury B2C e-commerce

A niche luxury brand with e-commerce and physical stores in one of Italy's top tourist destinations. Mostly absent from organic search, with the exception of branded queries.

  • 3 → 70+ Daily Bing citations
  • +100% Clicks
  • +98% Impressions
  • +158% German traffic
Bing AI citations: from 1–3/day to 50–70/day, with peaks of 120. ~4K total citations across 6 months.
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Challenge

The site was up and running but had several technical issues, including flawed filters, duplicate pages, and missing canonical tags.

Alongside the technical issues, there was no content strategy aligned with their ICP.

Their primary goal was to capture more impression share and traffic across identified search areas, targeting users planning a trip to the area.

Work

We cleaned up the architecture and improved the technical foundation. From there, the strategy targeted competitive search areas directly connected to their ICP (destination and activities content, area queries, etc.), focused primarily on German buyers visiting the area. To scale briefs, content, and translation, I built custom AI workflows. The same content layer was structured to be retrievable by AI search engines, which drove a sharp rise in Bing AI citations.

Results

Six months in:

  • AI citations (Bing): 1–3/day → 50–70/day, peaks of 120. ~4K total citations across the period.
  • Clicks doubled: 4.3K → 8.62K (+100%)
  • Impressions: 191K → 378K (+98%)
  • Average position: 13.5 → 8.1
  • German traffic: 1,056 → 2,725 (+158%)

Multi-location school — lead gen

B2C high-ticket lead gen

A professional training school running entirely on paid ads, with no organic channel. Standardized the course pages across subdomains, rearchitected the pages for ranking and retrievability, then optimized for AI search alongside traditional SEO.

  • +86% SEO leads YoY
  • 1% → 4.7% Conversion rate
  • +45% Course page traffic
  • 8.85%+ AI search lead CR
Year-over-year SEO leads: 265 → 494, +86%.
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Challenge

The company had a great reputation but poor visibility.

Their courses range from €2K to €5K. However, course pages were inconsistent in structure and content; the HTML was poorly organized.

The trust signals were misplaced, and the UX had several friction points hurting conversion. Internal linking wasn’t pushing authority anywhere useful.

Work

We built a standardized course page template and rolled it out across all locations, then rewrote the content around two things: trust (brand history, years in the space, student numbers, reviews) and course clarity. Internal linking was also restructured to push authority toward the course pages.

Alongside traditional SEO, we optimized for AI search by working on entities, clarity, and citation structure.

Results

Year-over-year metrics:

  • SEO leads: +86%
  • Conversion rate: 1% → 4.7%
  • +45% traffic on course pages

For a business that had been entirely reliant on paid advertising, organic is now a second acquisition channel, with zero incremental cost per lead. Work from 2025 is still generating leads in 2026.