Case XLG: maintaining Search visibility with the merger of 20 companies in a covid crisis
Migrations and mergers can be unpredictable. Developing a new organizational structure when merging two or tree businesses is a complicated affair, so imagine merging 20 companies at the same time! This is exactly what XLG had to deal with : In 2020, XL Group decided to unite its 20 companies (and its 8500 workers in cleaning, facility, maintenance & building) under a single brand: XLG. At the same time, covid19 appeared with its share of threats and opportunities.
During this talk, we will see how to balance the priorities between capturing new opportunities (disinfection field), building a solid and well-ranked website, and dispatching leads to the right Business Units. We will have the opportunity to discover the XLG’strategy to maintain its SEO, identify the strengths and weaknesses of existing sites before closing them (or not) and how to manage the co-living of several websites. Finally, we will see the evolution of the KPIs.
Jerome Paquot is Head of Marketing at XLG. 2 years ago, he joinded XL Group, a group of 38 companies active in facility and maintenance in Belgium, employing more than 8,500 people. His mission was to merge these 38 companies into one brand (and one website): XLG. He is involved in all of XLG’s digital developments, which allows him to have a transversal impact on customer acquisition, cross-selling and recruitment. Specialized in service companies, Jerome was partner at Mister Genius (IT services stores) where he experimented with the tactical use of SEM tools including GMB. Convinced that PPC was going to change the world of marketing, he had his first Google Adwords training in 2009.