From 920 to 1,828 clicks per quarter: how a ceramics group's blog started capturing inspiration searches in four languages
A ceramics group with several brands that sells to architects, interior designers and distributors across Europe and other markets. Its blog only had traffic in Spanish and a little in English.
The goal was to appear when someone is looking for ideas for their bathroom, kitchen or façade, in France and Germany too, two of its sales markets.
An international group with a blog that only spoke Spanish
The group designs and sells ceramics for architecture and interior design projects and sells in several countries. Its website was in six languages, but the blog only got visits in Spanish and, to a lesser extent, in English.
In addition, in this sector people do not search for a technical product: they look for inspiration. “Which colours go with wood”, “ideas for small bathrooms” or “tile trends”.
The challenge was to take those inspiration searches to the markets where the group sells, in each country's language.
When we reviewed the website and Search Console we found:
- French and German blog with no traffic: between January and March 2026 they did not get a single click from Google.
- Low-value content indexed: the sitemap included many URLs that added nothing and took weight away from the important pages.
- Unoptimised images: a very visual sector with heavy images and no alt text in each language.
- Content disconnected from sales: the blog topics did not take into account what sells best in each country.
Simply translating does not work: each language searches with its own words. That is why each article was adapted to the main search in each country, and new topics were chosen according to what sells best in each market.
In ceramics, people look for inspiration, and they look for it in their own language.
Adapted, not literal, translation
We took the best-performing Spanish articles into French and German, each with its keyword in the target language and with internal links corrected to point to its own language version.
Content based on each country's sales
We planned the new articles by crossing each language's searches with the best-selling products in each market, and linked them to the group's inspiration pages and collections.
Improve what already ranks
We checked in Search Console which articles appear and for which searches, and expanded them with those terms.
At the same time, we cleaned up the sitemap and worked with the development team on the images: a lighter format and translated alt text.
Foundations first, then each language
The work with the group's marketing and development team moved forward in phases, always with the client's approval before each article was published.
The blog doubles its clicks and French becomes the top language
Between July and September 2026 the blog got 1,828 clicks from Google, compared with 920 between January and March 2026. September 2026 was its best month, with 663 clicks.
Almost half of those clicks, 900, came in French and German: two versions of the blog that had none at the start of the year.
Source: Google Search Console. Blog posts only, in all languages. The work started in December 2025.
| Language | Jan – Mar 2026 | Jul – Sep 2026 |
|---|---|---|
| French | 0 | 711 |
| Spanish | 667 | 512 |
| English | 253 | 416 |
| German | 0 | 189 |
| Total | 920 | 1,828 |
Source: Google Search Console, by URL language. The Spanish blog already had traffic before the project and dropped slightly in this period; the growth comes from the other languages. We are comparing winter with summer, so there may be a seasonal effect.
Between July and September 2026 the blog received clicks from 64 countries, vs 5 in the same months of 2025. France, Spain, the United States and Germany lead the list.
The articles that attracted the most people
July – September 2026:
- 01Colours that go with wood (French)508 clicks · average position 6.3
- 02Ceramic tile trends (English)141 clicks · average position 7.1
- 03Colours that go with wood (Spanish)134 clicks · average position 6.0
- 04Tile ideas for small bathrooms (English)93 clicks · average position 9.1
- 05Key design ideas for modern pools (Spanish)88 clicks · average position 3.9
- 06Colours that go with wood (German)84 clicks · average position 8.5
The same topic works in three languages, but the French version brings almost four times as many clicks as the Spanish one.
Inspiration searches on page one
Average Google position, July – September 2026:
- 01colores que combinan con la madera claraposition 1.7
- 02piscinas modernasposition 2.9 · 3,487 impressions
- 03quelle couleur se marie avec le bois foncéposition 5.3
- 04tendance carrelage 2026position 8.0
- 05tendance carrelage cuisine 2026position 5.2
Searches for ideas and trends, from people planning a project.
A good article is worth twice as much if it is adapted to each market
The best-performing Spanish articles had potential in other languages. Adapting them to the way each country searches multiplied their reach without starting from scratch.
Adapt, don't translate
Each version was built around the keyword in its own language. Today, the French version of one article brings almost four times as many clicks as the original.
Write for inspiration
In a visual sector, the searches that bring traffic are about ideas and trends, not technical details.
Connect content and sales
New topics are chosen according to what sells best in each country, so visits are relevant to the business.
Review what already ranks
Search Console shows which searches each article appears for. Expanding articles with those terms is one of the most cost-effective tasks.
Work as a team with the client
Every article is approved by the client before publication, and the technical side is coordinated with their development team.
Do you sell in several countries but your website only ranks in one?
We review your website and your searches in each market and propose a content plan adapted to each language.