How Thun Gourmet optimized 20,000 products across 2 stores

Here's what we tackled for Thun Gourmet. They had this massive catalog of 20,000+ products across two languages - German and Dutch - and their SEO was basically non-existent. You know how overwhelming that sounds, but we broke it down into manageable pieces.

First, we ran comprehensive keyword research across their entire product range. Instead of guessing what people might search for, we used ConvertMate's Google Search Console integration plus third-party SEO data to find the exact terms that would actually drive traffic to their stores. This wasn't just about high-volume keywords - we focused on the ones that matched their products and had real commercial intent.

Once we had the keyword strategy locked down, we got to work on the content itself. We rewrote product descriptions for better visibility, making sure each one was optimized for the right search terms while keeping Thun Gourmet's brand voice intact. The platform handled meta titles and descriptions automatically, which saved the team from manually updating thousands of pages.

We also set up a scalable blog content system with proper internal linking. This wasn't just about pumping out random articles - each post was designed to support their product pages and guide people through their buying journey. The internal linking strategy helped distribute page authority across their site and made it easier for customers to discover related products.

The whole approach was built to scale with their business. Instead of doing one-off optimizations that would need constant maintenance, we created systems that could handle new products and content as they expanded, all while maintaining the specific structure and branding guidelines that made Thun Gourmet unique in their market.

For nearly 10 years, Thun Gourmet successfully managed over 10,000 products in Switzerland but faced significant challenges in scaling their online store. The difficulty grew when they expanded into the Netherlands, launching a second website with an additional 10,000+ products to optimize.

Here's what happened with Thun Gourmet: they automated their SEO across all products and pages, which saved them over 10,000 hours of manual optimization work. That's basically like getting back five full-time employees worth of time.

The real win came when they wanted to expand. Instead of spending months setting up their second store in The Netherlands, they launched it in just a few days. The automated approach meant they could replicate their Swiss store's optimization without starting from scratch, and they saw their organic traffic and conversions grow in both markets.