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Search Engine Optimization (SEO) e Copywriting para a Caetano Retail
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A presente dissertação, desenvolvida no âmbito do estágio curricular do Mestrado em Assessoria em Comunicação Digital, centra-se na análise e aplicação de estratégias de Search Engine Optimization (SEO) e de copywriting à realidade da Caetano Retail, empresa de referência no setor do retalho automóvel em Portugal e Espanha. O crescimento exponencial da internet e a transformação digital das organizações vieram acentuar o papel central dos motores de pesquisa enquanto ponto de partida para o processo de compra, o que torna a otimização da presença digital uma prioridade estratégica. Neste estudo, foi aplicada a metodologia Design Science Research (DSR), que permitiu identificar problemas específicos, conceber artefactos digitais adequados ao contexto da organização e avaliar o seu impacto. Os artefactos desenvolvidos incluíram a seleção de palavras-chave estratégicas, a elaboração de briefings para freelancers, a otimização de conteúdos segundo práticas de SEO on-page, a realização de auditorias de SEO e a criação de copywriting com recurso a inteligência artificial. Foram ainda projetados, embora não integralmente implementados devido às limitações temporais do estágio, artefactos como a criação de uma secção de FAQ, propostas de novos conteúdos e a produção de meta-descrições para o website de e-commerce. A avaliação baseou-se em indicadores quantitativos (sessões orgânicas, impressões, CTR e posição média) e qualitativos (entrevista com a SEO Specialist), permitindo concluir que as ações desenvolvidas contribuíram para melhorar o posicionamento dos websites da Caetano Retail nos motores de pesquisa e para atrair tráfego orgânico mais qualificado. Os resultados confirmam que o investimento em SEO e copywriting representa uma mais-valia para o reforço da visibilidade digital da empresa, para a consolidação da sua autoridade no setor automóvel e para a geração de oportunidades de negócio. Apesar das limitações decorrentes do tempo disponível e do âmbito definido pela empresa, esta investigação evidencia o potencial das estratégias de SEO e copywriting enquanto ferramentas essenciais de comunicação digital, apontando também recomendações para trabalhos futuros que poderão aprofundar a integração de inteligência artificial nos processos de produção de conteúdo e o acompanhamento longitudinal dos impactos obtidos.
This dissertation, carried out within the curricular internship of the Master’s Degree in Digital Communication Advisory, focuses on the analysis and application of Search Engine Optimization (SEO) and copywriting strategies to the reality of Caetano Retail, a leading company in the automotive retail sector in Portugal and Spain. The exponential growth of the internet and the digital transformation of organizations have emphasized the central role of search engines as the main entry point for consumers’ purchasing journeys, making online visibility a strategic priority. The research applied the Design Science Research (DSR) methodology, which enabled the identification of specific problems, the design of tailored digital artefacts, and the evaluation of their effectiveness. The artefacts developed included the selection of strategic keywords, the preparation of copywriting briefings for freelancers, content optimization according to on-page SEO practices, SEO audits, and the creation of SEO-oriented copywriting using artificial intelligence. Additional artefacts were designed, although not fully implemented due to internship time constraints, such as the development of an FAQ section, new content proposals, and the production of meta descriptions for the e-commerce website. The evaluation combined quantitative metrics (organic sessions, impressions, CTR, and average position) with qualitative feedback (interview with the SEO Specialist), demonstrating that the actions taken improved the search engine ranking of Caetano Retail’s websites and attracted more qualified organic traffic. The findings highlight the value of investing in SEO and copywriting to strengthen the company’s digital visibility, consolidate its authority within the automotive sector, and generate business opportunities. Despite the limitations arising from the internship’s duration and scope, this research underscores the potential of SEO and copywriting as essential tools of digital communication. It also offers recommendations for future work, particularly regarding the integration of artificial intelligence in content production and the longitudinal monitoring of SEO results, which may provide deeper insights into long-term effectiveness.
This dissertation, carried out within the curricular internship of the Master’s Degree in Digital Communication Advisory, focuses on the analysis and application of Search Engine Optimization (SEO) and copywriting strategies to the reality of Caetano Retail, a leading company in the automotive retail sector in Portugal and Spain. The exponential growth of the internet and the digital transformation of organizations have emphasized the central role of search engines as the main entry point for consumers’ purchasing journeys, making online visibility a strategic priority. The research applied the Design Science Research (DSR) methodology, which enabled the identification of specific problems, the design of tailored digital artefacts, and the evaluation of their effectiveness. The artefacts developed included the selection of strategic keywords, the preparation of copywriting briefings for freelancers, content optimization according to on-page SEO practices, SEO audits, and the creation of SEO-oriented copywriting using artificial intelligence. Additional artefacts were designed, although not fully implemented due to internship time constraints, such as the development of an FAQ section, new content proposals, and the production of meta descriptions for the e-commerce website. The evaluation combined quantitative metrics (organic sessions, impressions, CTR, and average position) with qualitative feedback (interview with the SEO Specialist), demonstrating that the actions taken improved the search engine ranking of Caetano Retail’s websites and attracted more qualified organic traffic. The findings highlight the value of investing in SEO and copywriting to strengthen the company’s digital visibility, consolidate its authority within the automotive sector, and generate business opportunities. Despite the limitations arising from the internship’s duration and scope, this research underscores the potential of SEO and copywriting as essential tools of digital communication. It also offers recommendations for future work, particularly regarding the integration of artificial intelligence in content production and the longitudinal monitoring of SEO results, which may provide deeper insights into long-term effectiveness.
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SEO Copywriting Motores de pesquisa Marketing digital Caetano Retail Search Engines Digital Marketing