Clipper Official Site

Clipper, the world's leading refillable lighter brand headquartered in Barcelona, had more than 10 independent websites scattered across the markets where it operates, which caused many information-update headaches.  Each one had its own content manager and no centralised CRM connections. 

On top of that, without a defined SEO strategy, the sites competed with each other through duplicated content, letting fan or distributor websites outrank them. 

The management of all those sites needed simplifying — they shared most of the information — and a global SEO strategy needed defining for the brand and all of its websites.

RSB has been the chosen partner to — after a technology audit of the entire previous setup — unify every site into a single multi-language/multi-market property, with a tailor-made CMS, fast and intuitive, and to migrate all content from the previous databases into the new one, which feeds information into every product across the websites.

Building on the new global site, RSB has also given it a restyling, making it much more mobile-friendly, a gap detected from the very first steps of the audit.

RSB has also designed a new URL policy alongside an audit of every domain owned by the company, and has implemented a sweeping set of redirects from every old-domain page to the new structure, avoiding the usual traffic drop following a change of this magnitude. 

RSB has provided technology support to the company both for site management and for the SEO ranking of their content.