Fnac: speeds up content creation by over 300% with Keytrends

Fnac is the leading European retailer of technological and cultural products. It was founded in 1954 in France and arrived in Spain 27 years ago, opening its first store on Madrid’s Preciados Street in December 1993. From the beginning, it became an essential reference in both the programming and the cultural and technological consumption in Spain. Fnac Spain has 39 physical stores plus the online store, www.fnac.es, which is the focus of this success story.

As an e-commerce platform with thousands of references and a constant influx of new arrivals, one of Fnac’s main challenges was updating all content to provide online visibility for the ever-growing catalog.

To achieve this goal, they needed two things:

• 1 – Stay updated on all trends across all business verticals: This includes knowing what new products brands are launching, which products users are searching for that Fnac does not yet sell, and understanding the seasonality of each category to promote them at the right time.
• 2 – Increase the speed of content generation: They needed to release content as quickly as new needs or demands emerged in the market, something difficult to achieve with a manual process.

Keytrends met these two needs and fit into the project from the start. The adoption of the platform was gradual but rapid, thanks to weekly training sessions and the development of new functionalities by the Keytrends team to accelerate Fnac’s workflow.

The Keytrends solutions adopted by Fnac were twofold: the inherent functionalities of the tool, and the personalized service of mass content generation with AI.

1. Functions Used

The mix of features utilized by Fnac allowed them to create new content and improve existing content strategically:

1.1 Content Gaps

Thanks to this functionality, Fnac was able to prioritize covering the top keywords in their main topics that were missing, which Keytrends automatically detects and highlights.

1.2 Evergreen and Realtime Trend Analysis

Fnac used automatic trend monitoring to detect growing user queries and demands, both long-term and in real-time.

1.3 Best & Worst Performance Topic Prioritization

The automatic selection of high-demand topics guided Fnac’s strategy. For Best, they could identify growing topics, and for Worst, those that were not.

1.4 Annual Seasonality Calendar (Heat Map)

Essential for guiding the prioritization of topics based on the weeks with the highest demand, both for Organic and Social. Additionally, they used the keywords and trends with the highest growth suggested by the tool in the dashboard.

1.5 Optimization of Old Content

By combining data and filters from the My Search Console Data extraction function and the Content Assistant’s optimizer, they updated old content to add SEO entities ranked by Google.

2. Personalized Content Generation Service

Being able to generate the skeleton of hundreds of product descriptions marked a turning point for Fnac.

This service was customized alongside our specialized AI and Data Science team to:

→ Train an AI model exclusively for Fnac, expert in all their product categories and with the brand’s voice and tone.

→ Refine the model with prompt engineering, based on feedback from the project team.

→ Deliver dozens to hundreds of product texts each month, without hallucinations, 100% original, useful for users, and optimized for ranking (which the team then reviewed and completed).

The result has been keeping the catalog updated, entering the Top 10 organically for hundreds of those products, and accelerating content creation by 300%:

“We aimed to create very comprehensive product and category descriptions that left no doubts for users and ranked well, but manually it took us weeks to do a few. With Keytrends’ personalized generation, we update and publish complete categories daily because we receive all the texts ready-made. We never imagined AI could yield such good results.”

Jose Martinez, SEO Content

All these implementations have resulted in the following for Fnac:

✅ Better product demand forecasting = more sales

✅ Controlled trends = catalog and homepage always updated

✅ Daily creation of 75% more content: with AI, but without hallucinations

1. Better Demand Forecasting = More Sales

Detecting the seasonality of each of their product categories has been key to planning sales campaigns and updating or creating new content accordingly.

An example: advancing the traditional Christmas toy campaign to late November during Black Friday upon detecting an increase in related demand.

2. Controlled Trends = Always Updated Catalog and Homepage

Knowing what is being searched at all times, and in real-time, has been crucial for improving the content of the most demanded products or adding them to the catalog.

This way, Fnac not only gains visibility in new searches but also becomes the first choice for users by offering the latest novelties before the competition.

3. Daily Creation of 75% More Content: With AI, but Without Hallucinations

Thanks to the AI Content Assistant, Fnac has generated more than twice the content daily compared to before. This was achieved because Keytrends automates the SEO research and writing process.

With just a few pieces of information, the AI generates a whole product or category description in just a few minutes. Thanks to the training we provide, the texts do not contain hallucinations, are optimized, and are of high quality.

4. Automatic Keyword Optimization from Google’s 2nd Page

The lack of optimization of content not ranked in the top 10 hampers the visibility of many projects, but identifying the search intents that need improvement is a manual and often technical process.

Thanks to the filters we apply to the Search Console and Keytrends data, Fnac has been able to get a list of keywords ranked on Google’s 2nd page and improve them with the AI Content Assistant’s optimizer:

“It’s incredible how much time I save with the optimizer. All the manual work I used to do, like finding new related keywords, including SEO entities, or inserting internal links, I now do in just a few minutes.”

Leticia Albares, SEO Manager

5. 100% Adoption of the Automated Workflow

Finally, and no less importantly, the entire Fnac team has become familiar with the tool and a highly automated way of working that they did not know before.

The personal support we provided was decisive for improving all processes in their content marketing and SEO strategy.

Similarly, their feedback has allowed us to improve and create some functions for them. Judging by Sara’s words, we’re doing well!

“The tool is undoubtedly impressive, but what really stands out is the dedication and willingness of the Keytrends team to listen. Their constant ability to listen to our needs and transform them into new functionalities is incredible. This not only demonstrates their commitment to excellence but also their ability to evolve with user demands at a speed not seen in other tools we’ve worked with.”

Sara González, Traffic Adquisition Manager