Glovo - Report

Glovo - SEO Perú 

1 

Executive Summary 

Throughout this report, I have audited the Perú specific page/blog 

(https://glovers.glovoapp.com/pe/), on which the Spanish blog is currently also operating. Many 

aspects of the audit also required the parent domain (https://glovoapp.com) to be taken into 

account, and will be reflected in some of the calculations. 

According to this report, Glovo is currently being beat in the Organic Search Market by key 

competitor Ubeareats. Rappi is the fastest growing competitor in the market, and also poses a 

threat to the organic search position of Glovo. 

With an investment of roughly €144,000 in the first year, Glovo can expect to be a close 

competitor of Ubereats, and confidently within the 10-20 rankings of most Search Engine 

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Results Pages (SERPs) involving “delivery peru,” “delivery app peru ,” “food delivery peru”, and 

“food delivery lima.” 

Currently the greatest weakness Glovo faces is poor Technical Optimisation, along with a poor 

local backlink profile. As reflected under “Competitor Analysis,” Glovo is significantly behind 

Ubereats, and some other competitors, in regard to Page Authority (with respect to Peruvian 

search). 

Through a 5 member team, Glovo can expect to reduce it’s Alexa Ranking from 25,968 to 4,000 

within 12 months, and to develop its infrastructure beyond it’s competitors. These are the two 

major KPIs the project will be compared against, and if both are accomplished successfully, will 

place Glovo ahead of its competitors for most, if not all key rankings. 

The Action Plan consists of 6 distinct parts: Infrastructure, Research, Technical, Off-Page, 

SERP Presentation, and Monitoring. The Content Strategy consists of a 3 Tiered, geocentric 

approach. These two combined will be the steps taken to put Glovo on the first Results Page for 

highly competitive keywords, at a national level. 

If commissioned by October 14, the project will be in full swing latest by November 22. 

Please do keep in mind that I did not have access to internal data points, so estimations were 

made in order to propose some valuable final digits. I hope you enjoy reading the following 

report despite it’s length, please contact me for any further information that you require. 

Thank you, 

Bailey de Villiers | +34 666 12 34 38 | bailey.devilliers@gmail.com | Madrid, Spain 

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Subject to searches from Peru 

Bailey de Villiers | September 2019


2 

Current Infrastructure of Glovo 3 

Competitor Analysis 6 

Competitor Key Competencies 10 

Ubereats 10 

Rappi 12 

Growth Definition and Objectives 13 

Action Plan 14 

Infrastructure 14 

Research 15 

Technical 17 

Off-Page 18 

SERP Presentation 19 

Monitoring 19 

Content Strategy 21 

Tangible Results 27 

Necessary Team 31 

Project Manager 31 

Analyst 34 

Outreach 35 

(Two needed) Copywriters 35 

Predicted Budget 36 

Project Timeline 37 



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Current Infrastructure of Glovo 

The current infrastructure of the Peruvian Glovo site (https://glovers.glovoapp.com/pe/) is as 

stands: 

Domain Authority: 64 

Page Authority: 30 

Moz Rank: 3 

Backlinks: 0 

Alexa Rank: 25,968, with a change of -13,532 

Mobile Load Time: 48/100 

Web Load Time: 79/100 

The site owns two subdomains, with the extensions “Glovers” and “Blog.” “Glovers” currently 

has the only regionally developed content, whereas Blog has a poor navigation system, poor 

content structure, and no geographic relevance. From henceforth “glovers” will refer to the 

subdomain. 

The parent domain (https://glovoapp.com) is reserved for the functionality of the app, and 

therefore is not analysed in the infrastructure. It is the idea to develop the parent domain into the 

leading results page, as this is the page where revenue is derived. 

Continuing with the evaluation of the “Glovers” subdomain, the meta titles are poorly optimised. 

Currently the meta title for (https://glovers.glovoapp.com/pe/) states: 

Glovo Perú 

There is a clear missing opportunity when compared to competitor titles: 

Ubereats: 

Lima Food Delivery | Restaurants Near Me | Uber Eats 

Rappi: Rappi 24/7 

Uber evidently has the best optimised title for searches involving “lima,” “food delivery,” and 

“restaurants near me.” “Lima” provides precise geographic relevance, while Glovo is tackling 

“Peru” as a whole. Precision will rank better than general regional targeting. Ubereats are also 

capitalising on “near me” searches which have seen the largest growth of any Search Query on 

Google. 

“Nightclub near me” has seen 900% growth per annum 

“Restaurants near me” has seen 200% growth per annum 



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“Wedding dresses near me” has seen 600% growth per annum 

“Glovers” currently does not have a meta description (


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Images are very poorly optimised for image SEO. There is huge potential growth to be found in 

effective image SEO to improve geographic relevance. Not only will digital prevalence be 

significantly improved, but there is high opportunity to be among the 5 displayed results for 

image-first SERP’s. Rappi is the only competitor currently conducting mediocre image SEO. 

There are specific tasks that can be done to attach Glovo to certain monuments in “near me” 

searches as a result of recent Google patents. 

“Glovers” currently has a very poor blog URL slug structure. The article title does not need to 

equal the URL slug and in most cases, shouldn’t. By having a difference between them it allows 

for a diversification of keywords targeted, and also allows the shortening of the slug. Currently 

the slug is very long, which will rank worse ceteris paribus. 

https://glovers.glovoapp.com/pe/que-estamos-haciendo-para-que-tengas-mas-pedidos-p 

or-hora-2/ 

This could easily be shortened, and modulated to tackle a variety of keywords. For example: 

https://glovers.glovoapp.com/pe/que-haciendo-glovo-para-tener-mas-pedidos 

Effectually the same keywords targeted, with simpler language implied, which would be more 

frequently searched than the past participle which is the construct of the first URL. 

“Glovers” is missing a language setting to improve local relevance (es-PE / en-PE). Both 

Ubereats and Rappi employ this. This is likely a key driver behind the better PA of Ubereats and 

the quickly growing PA of Rappi. 

There are no preloaded requests on the “Glovers” site. Ubereats currently preloads most of their 

core JavaScript to improve load time. As Glovo is a static site, it’s imperative that key files are 

preloaded in order to improve load times. This could be font, index.html, or JS files that are 

required for quick client-side delivery. 

GZIP should be used for text delivery for greater text compression. I am unable to view this in 

the Page Source so I am unsure if Glovo is currently using this. However, due to the Wordpress 

back-end, I do not believe it is currently being deployed as these two sometimes conflict. GZIP 

would allow for faster font and text delivery to client systems, reducing load time. 



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Competitor Analysis 

Five key competitors were identified based on Digital Presence and Search Rankings: 

1. Ubereats 

2. Rappi 

3. MyTown2Go 

4. Carta Menu 

5. eMarket 

These are the current statistics of the competitors with respect to Glovo: 

Name DA PA MOZ Local 

Backlinks 

Alexa Rank Δ Alexa MLT WLT 

Ubereats 72 59 5.9 13 3,568 +43 60/100 77/100 

Glovo 64 30 3 0 25,968 -13,532 48/100 79/100 

Rappi 21 21 2.1 16,300 336,121 -159,884 32/100 56/100 

MyTown2Go 35 35 3.5 5 477,180 +179,443 16/100 74/100 

Carta Menu 27 20 2 2 601,851 -327,578 43/100 93/100 

eMarket 29 26 2.6 0 928,949 +53,093 88/100 98/100 

Comparison of Domain Authority and Page Authority: 



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According to global authority (reflected in Domain Authority) Ubereats is closely contested by 

Glovo, with a steep decline after Glovo. However, in terms of geographic relevance, Glovo is 

actually beat by MyTown2Go, which has a PA of 35, while Glovo only has a PA of 30. As a 

result, MyTown2Go is more likely to rank in searches which are locally or regionally relevant. 

Glovo’s DA does positively impacts it’s PA, but is tightly contested by MyTown2Go for local 

results. 

Rappi, the other key competitor has the lowest DA and PA of all measured competitors, but has 

seen significant growth. They also have a very large network of regionally relevant backlinks 

which means these values could shoot up very quickly. This puts Glovo in danger of being 

overtaken by Rappi. 

Comparison of Alexa Rank (symbolic of market cap.): 

This is symbolic of the current “market capitalisation.” Alexa is an Amazon based measurement 

tool that deals with user traffic and page views. It is an estimation as no real data can be 

gathered from non-integrated third parties. According to the data, Ubereats has the greatest 

market capitalization, with Glovo coming in second. Rappi, despite its low DA/PA compared to 

the other competitors, has the third highest Alexa rank of the competitors. This suggests that 

Rappi is currently drawing lots of traffic to the site, potentially from other sources than organic 

search. As a result of Carta Menu and eMarket’s poor market capitalisation they are not 

considered direct competitors, but will be monitored for growth. 



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Market cap. growth: 

Ubereats, despite having significant market cap, has seen a -1.2% growth rate in the last 3 

months. Glovo and Rappi are both growing at tremendous rates, Glovo’s growth being more 

significant considering the existing market capture. As a result of MyTown2Go’s decreased 

market capitalisation they are considered a “competitor to monitor” but pose no real threat to the 

digital presence of Glovo. 

Mobile and Web Load Times: 



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While Glovo is marginally better than Ubereats in terms of Web Load Time, this is 

overshadowed by Google’s recent pivot to “Mobile first indexing.” MLT plays a far more 

significant role in ranking (even Desktop rankings) based on Mobile ability to rank. As a result, 

Ubereats does have an advantage over Glovo for both mobile and desktop related search 

results. Rappi is struggling significantly in terms of load speed, but due to their superior MLT 

compared to MyTown2Go, is seeing better market capitalisation and growth. 

While all the above metrics have been measured and compared, the primary influence of SEO 

is to capitalise on Search Results. 

“food delivery 

lima” 

“food delivery 

peru” 

“delivery app 

peru” 

“delivery 

peru” 

Average 

Ubereats #1 #2 #12 #5 5 

Glovo #35 #47 #29 #47 40 

Rappi #47 #49 #10 #18 31 

MyTown2Go - #5 #45 #57 36 

The above phrases are high-value, targeted keywords by competitors in Glovo’s space. There 

are general phrases which were also analysed, but do not make sense to include when 

compared to the metrics that the above phrases provide in terms of volume, search intent, and 

CTR. While Glovo seems to be, based on DA/PA and Alexa rank, a “second place” contender, 

they struggle significantly when subject to actual Search results. Rappi and Glovo are far closer 

competitors, with Rappi potentially leading, than first assumed. 

Aggregating all the data presented above, Ubereats is the market leader, Glovo is the market 

contender, and Rappi is the quickest growing competitor. 

● Ubereats The competitor to beat. 

● Rappi The competitor to watch. 

● MyTown2Go The competitor to monitor. 



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Competitor Key Competencies 

Uber particularly has adopted practices, has systems in place, and has optimisations present 

which Glovo does not. It’s possible to adopt these in order to streamline the ranking process 

and “parasite” off of their ranking. Similarly with Rappi’s immense growth, there are certain 

aspects of their digital strategy that can be used for Glovo’s advantage. 

Ubereats 

1. Ubereats has their blog on their parent domain (https://www.ubereats.com/blog/es-PE/) 

By having a single consolidated site, when off-page links are made to sub-pages, it 

benefits the domain as a whole. Glovo currently has “Glovers,” and “Blog,” which are 

both separate subdomains. In the eyes of Google, these count as quasi-foreign 

domains. This was introduced as a regulatory act in 2015 when subdomains were 

spammed in order to boost rankings. 

Ubereats therefore drives up their revenue site through publication, and easily reroutes 

users throughout their single domain. Whereas Glovo is trying to feed a parent site 

through building a sub-domain. To adopt this, I would recommend creating a blog on the 

parent domain, specific to Peru, under the directory (https://glovoapp.com/blog/PE). 

It is still possible to feed a parent site that drives revenue, but the Domain Authority 

growth of the parent domain will be weaker. The likely alternative is driving direct referral 

traffic through the articles published on the subdomains. 

2. Ubereats has a well designed internal linking system. 

Internal linking serves two primary purposes: 

a) To reroute user traffic throughout the site or to initiate sales funnels 

b) To develop the SEO of internal pages to a slight degree 

Internal links do impact SEO, which makes Cornerstone Content extremely powerful 

when actioned upon with a competent plan. Each post on Ubereats has roughly 4-7 

internal links. Currently on the “Glovers” blog, there is a single outbound link to 

Wikipedia, which provides no internal value. In terms of adoption, this is reliant on a 

well-developed Content Plan which outlines internal linking to some degree. The idea to 

reroute users to key pages which will drive conversions. 



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3. Locally relevant backlink profile (.pe TLDs). 

Uber has a developed off-site backlink profile, with region specific TLDs. This helps 

Google classify the relevance of the page that it is linked to. This is also critical in 

determining PA when searching within a region. To adopt this, extensive regional 

off-page development has to be done through media, webmasters, and bloggers. 

4. Shortened URLs 

Uber has strategically shortened URLs which target different keywords than the article 

title. For example: 

https://www.ubereats.com/blog/es-PE/buenas-ideas-de-almuerzos/ 

“buenas-ideas-de-almuerzos” 

As opposed to the article title: 

“5 ideas de almuerzos originales para no repetir siempre el mismo plato” 

As a result they are capable of ranking for a variety of keywords. The URL and article 

title carry different weights with respect to different aspects of SEO. The title is critical for 

CTR and user engagement, and indirectly drives SEO through user traffic. The URL is 

distinctly important for keyword and query matching. In this case for either “good lunch 

ideas,” or through the title, “original lunch ideas.” 

In terms of adoption, this will be integral in the content strategy to being able to rank a 

single article for a variety of similar (otherwise referred to as LSI) keywords. These will 

be planned based on keyword metrics reported by SEMrush, the team’s tool of choice. 

5. Developed Local SEO article directory and article elements 

Currently articles are published under the following directory: 

Parent domain → blog → Language → Title 

Purely based on the URL directory, the language distinction is specific to Peru (es-PE), 

which is beneficial for geographic relevance. 

In terms of adoption, when creating the blog directory, which is currently: 

Parent domain → Language → Blog → Title 



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This significantly drives up local relevance through the use of metadata, but also lends 

itself to query matching. Beyond that, the articles have extensive JSON-LD 

documentation, ranging from the site @Organisation, to @BlogPosting specifics. 

To adopt this, a set JSON-LD has to be created which is re-used with extracted values 

from the blog. These will have to be modulated based on the post in order to make the 

post as data-rich as possible through the @BlogListing schema. 

1. Has a Peru TLD (.pe) (https://rappi.com.pe/) 

Rappi 

Having a regionally relevant TLD plays a large role in regional rankings. This is likely 

driver in Rappi’s recent success as creating a sub-directory such as /pe/, does not carry 

nearly as much weight as a TLD extension on their .com domain. 

Ideally Glovo obtains a .pe domain extension on their .com root TLD. This would lead to 

a domain along the lines of: 

blog.glovoapp.com.pe/%article_title% 

Or 

glovers.glovoapp.com.pe/blog/%article_title% 

Or 

glovoapp.com.pe/blog/%article_title% 

Below is a list of items adopted by Rappi which are also actioned by Ubereats. 

2. Shortened & optimised URLs. 

3. Well designed internal linking system. 

4. Large quantity of local .pe backlinks. 

5. Reasonable JSON-LD documentation. 



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Growth Definition and Objectives 

The following objectives are based with a 12 month period in mind. These values are also 

subject to change depending on the transitions made in the Google Search algorithm. 

There are two major KPIs that will be measured to ensure the impact of the Action Plan and 

Content Strategy. 

1. Improve Alexa Ranking to 4,000. 

2. Improve infrastructure beyond current competitors. 

The mission of the current plan is to beat key competitors for digital presence, with focus on 

Organic Search Results, in Perú as a whole, and in city-specific regions. 

In order to accomplish this: 

● T1 CC Articles must rank 1-10 for highly competitive, national keywords 

● T2 CC Articles must rank 1-10 for competitive, local keywords 

● T3 articles must rank 1-10 for low competition, niche keywords 

And; 

● Page Authority must reach 60/100 

● Domain Authority must reach 70/100 

As a result, the two KPIs will see changes, and thus be measurable. The Alexa Rank, if the 

above is completed, will be driven upwards (in rank) by Organic Search Results and by 

Off-Page referral traffic. The improved infrastructure will drive up overall rankings, and improve 

the competitiveness of the site as a whole. This also indirectly impacts the Alexa Rank. 

In order to accomplish the Article Rankings and the Infrastructure Improvements, the following 

Action Plan and Content Strategy should be acted upon. 



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Action Plan 

The following action plan is a list of SEO adjustments that will be made to make Glovo more 

competitive in the digital space. Some of the adjustments are driven by competitors, but most 

are driven by actions that none of the competitors have yet adopted. The action plan is broken 

down by category in order to delineate the purpose behind each adjustment. 

The plan is broken down into 6 categories 

- Infrastructure 

- Research 

- Technical 

- Off-Page 

- SERP presentation 

- Monitoring 

Infrastructure 

1. Determining blog location 

It’s critical to determine where the blog will be operating, and if a shift is necessary to 

achieve the best projected results. This is also important when considering scalability of 

the blog into further latin american regions, or even globally. Currently all blogging 

content is published under the “glovers” subdomain, with a relevant country code to 

delineate the region. 

I believe that it’s best to continue with this and develop the 

https://glovers.glovoapp.com/pe/ root, and sub-pages. 

2. SEO Security 

Do a backlink profile and disavow fraudulent backlinks. 

Check account creation and validate internal domain-wide links 

Moderate comments 

Monitor account creation 

IP blacklisting if necessary 

Monitor for bot traffic or attempted DDoS 

Check “manual actions” for Google warnings 



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Research 

1. Identify 50 actionable keywords/phrases 

The ideal keywords have high search volume, low competition, and are searched with 

additional words or phrases. This is referred to as “high difficulty” by some tools. Having 

high difficulty keywords allows better closure on the SERP, which has spillover effects 

onto more competitive, low difficulty keywords. 

50 actionable keywords are necessary to A/B test and to allow a distributed keyword 

approach when conducting multiple types of SEO. Posts, for example, will tackle more 

difficult and saturated keywords due to their perceived value to Search Engines. Images, 

videos, and through URLs, Glovo will attempt to saturate lower value keywords/phrases 

in conjunction with posts. 

These 50 keywords will be rotated weekly based on four key factors: 

1. Search volume 

2. Projected search volume 

3. Difficulty 

4. Competition 

Changes may also be made under circumstances such as: 

● Competitor Use 

● Keyword diversification 

● Content strategy pivot 

2. Create full SEO Profiles of competitors (Ubereats, Rappi, MyTown2Go) 

Elements included in a full SEO profile: 

● Backlink profile 

○ Dofollow/nofollow composition 

○ Target pages 

○ Top anchors 

○ Backlink types 

○ Subdomain growth 

○ Country 

● Infrastructure 

○ DA 

○ PA 

○ Alexa Rank 

● Keywords 

○ Top organic keywords 

○ Image SEO keywords 

○ Relevant page rankings 

● On-Page 



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● 

○ Meta title 

○ Meta description 

○ Structured Data Markup 

Content 

○ Publication patterns 

○ Keyword selection trends 

○ Local SEO trends 

With full SEO profiles it is possible to benchmark and very closely monitor the strategies 

of the competition. When their rankings rise or traffic changes, it is possible to directly 

correlate their improved SEO with strategic changes. This allows us to quickly adopt the 

strategies and benefit from the same approach. Improves responsiveness to market and 

competition. 

3. Identify local sites for content publication 

Ideal third-party website: 

● Additional - Google News Partner 

● Has a .pe TLD 

● Has a DA of 60+ 

● Has a PA of 50+ 

● Has relation with the function of Glovo: 

○ Food Critic 

○ App review 

○ Blogs 

○ Journals 

○ News / Media 

○ Travel Guide 

Minimum third-party website: 

● Has association with Perú 

● Has a DA of 40+ 

● Has a PA of 30+ 

Diversified third-parties may be published on for “customer 360” or for other valuable 

assets on their site. 

4. Create clear market segmentations 

Understand what demographics, regions, age, gender, etc are interacting with 

https://glovers.glovoapp.com/pe. The better this is understood, the more the style of 

writing and content can be adjusted to meet the expectations of returning users. 



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Alternatively, it also provides insight into regions that the action plan / content strategy is 

not reaching, and adjustments can be made to further investigate failing numbers or 

lower than predicted growth. Provides benchmarking for future reporting. 

Technical 

1. Rewrite the based on keyword selection. 

2. Create optimised for all pages. 

3. Conduct Image SEO for all images 

Download 

Rename file (keyword driven) 

Resize to meet allocated space 

Convert to jp2 

Reupload 

Update relevant tags (keyword driven) 

4. Create 3 structured data markups (JSON-LD not Microdata) and apply to relevant pages. 

Class “Home” 

Class “Page” 

Class “Post” (@BlogListing) 

5. Restructure URL slugs of existing posts. 

Select predominant keywords, compare with selected keywords 

Reduce overall length to less than 70 characters 

Continue structure throughout the content strategy 

6. Redesign sitemap. 

Daily or hourly automatic update, if possible. 

None of the Perú posts are included in current sitemap. 

Categorise files based on geographic placement. 

For example: 

https://glovers.glovoapp.com/pe-sitemap.xml 

7. Work with dev team to implement HTML adjustments 

Compress and deliver text through GZIP 

Preload critical requests, requires extensive testing and theme modulation 

Move some CSS / JS inline and defer non-critical 

Defer images below the fold 

8. Work with the dev team to improve WLT + MLT 

Identify key resource blocking files 



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Theme optimisation 

Properly encodify images (2 images) 

Reduce server static (54 resources) 

9. Analyse GSC information for Mobility Issues or Coverage Issues 

Clean out hard 404 / soft 404 errors 

Clean out server related (5xx) errors 

Change UI/UX to meet mobility issue demands 

Off-Page 

1. Generate articles for off-site delivery 

Specification of articles according to Ideal vs. Minimum: 

Ideal third-party websites will receive the following content: 

● 750-850 words 

● Keyword driven 

● Niche relevant and well researched 

● 1 Image 

● 1 Infographic 

● 2 backlinks to glovers.glovoapp.com/pe 

● 5 day turnaround 

Minimum third-party websites will receive the following content: 

● 500-600 words 

● Keyword driven 

● Niche relevant 

● 1 image 

● 2 backlinks to glovers.glovoapp.com/pe 

● 12 day turnaround 

2. Contact local media outlets for exclusive announcements 

Prepare a short product or announcement release. This will then be sent to ideal news / 

media sites within Perú or Latin America which will generate buzz. Media sites are 

preferred to be Google News Publishers in order to generate increased exposure. 

This yields greater digital presence than off-page development, for example including 

well designed infographics, can yield tremendous direct referral traffic and exposure. 

3. List on local directories 

Proves functional relevance 

Increases likelihood of referred traffic 

Builds local SEO through a region specific profile 



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1. Create GMB 

SERP Presentation 

2. Sitelink customisation 

Google selected, but through user funneling and structured data markup is possible to 

“lead” Google to certain links. 

3. Google Maps optimisation 

If offices are relevant, optimising content, meta data, and keywords. 

“Castle Sites” are less subject to fluctuations in SERPs and will be included for off-page 

growth through the Content strategy. 

Monitoring 

1. Competitors 

- Infrastructure 

- DA / PA 

- Alexa 

- Backlinks 

- Keywords 

- Title Selection 

- URL Selection 

- Distribution 

- External Engagement 

- Social Media 

- Google News Publisher utilisation 

- News / Media sites 

- PBN’s 

- SERP Rankings 

- General growth/decline 

- Cornerstone Content targeting 

- Internal ecosystems 

- Backlink profile 

- Distribution 

- Location 

2. SERP fluctuations in Latin America. Algorithm changes & new patents. 

Aggregate through SEMrush and Mozcast → Allows prediction of algorithm adjustments 

and thereby testing. 

Understand relevant patent releases and deployments by Google. Reading on latest 

trends from reliable sources. 

3. Active SEO Security 



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- Moderate comments 

- Monitor account creation 

- Monitor for bot traffic or attempted DDoS. 

- IP Blacklist if necessary 

- Disavow malicious backlinks 

- Check “manual actions” or other warnings 

4. Keyword performances (250) 

- Adjustment of 50 selected keywords based on the four factors (3 additional) above 

5. KPIs 

- Article Rankings 

- Infrastructure Changes 

- Alexa Ranking 



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Content Strategy 

Keywords will be shared with the entire team to allow easy translation of information between 

the analyst and copywriters. As this is updated weekly, the copywriters will be required to check 

at the beginning of each week to see which keywords will operate well within the current content 

strategy, and then be responsible for creating content based on the article specifications. They 

will produce 8 high quality articles per week, some to be used internally, others for off-site 

development. 

General information: 

Internal articles per week: 6 

External articles per week: 2 

Site type: 

Blog (https://glovers.glovoapp.com/pe) 

Primary niche: 

Delivery 

Secondary niche: 

Food 

Locality: 

Lima, Arequipa, Chiclayo, Cusco, Perú 

Basic article specifications: 

● Identification of 5 mixed keywords 

○ 2 High search volume 

○ 2 Medium search volume 

○ 1 Long-tail 

● Barnacle Opportunity 

● 1 Picture (optimised) 

● 1 Infographic (optimised) 

● 1 Video 

● 5-7 Ecosystem Links 

● 2-5 Outbound Links 

● Keywords 



● Article Title 


○ 1 Long-tail 

● URL 


○ Contextual to article 

● CTA for conversion 

● Optimised first 2x100 

● 900-1000 words 



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Cornerstone Content specifications: 

● Identification of 5 short-tail keywords 


● Extensive niche research 

○ Data, names, quotes, images. Highly informative. 

● 3 Pictures (optimised) 

● 3 Infographics (optimised) 

● 2 Videos 

● 0 Ecosystem Links 

● x Outbound Links 

● Segmented Structure 

○ Delineated into subsections 

○ “Delivery Apps in Perú” broken into Glovo , MyTown2Go , 

○ Ubereats (ensure not to mention Rappi in this case) 

● 1500-1750 words 

There are a few possible approaches to centralising the articles for Glovo: 

- Geographic focus 

- Build content based on the four targeted cities and Perú in general 

- Content curation will be: Locality Selection → Keyword Selection → Writing 

- View driven 

- Legal 

- Legal impact of delivery apps, new legislation 

- Business 

- Review of competition, new product features 

- Economics 

- Peruvian gig market, impact of becoming a “glover” 

- Type driven 

- How-to’s 

- FAQ’s 

- Reviews 

- Reports 

A geographic focus, or view driven approach is best used. Using a geographic focus will allow 

content curation to be specifically relevant to the region targeted. With this focus, it becomes 

more likely to rank in city-specific searches and therefore quickly begin to tackle the local 

market. However, a geographic focus is limiting in terms of scalability, and keyword selection. 

Keywords that may be trending, or set to boom within Perú may not be the best keywords for a 

specific city. 

A view driven approach provides extensive flexibility in terms of article writing, targeting, and 

keywords. However due to its flexibility, it’s likely too broad of an approach to effectively close 



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down the market. Being view driven centralises the articles better than the geographic 

approach, but will make it less city-specific, and focus more on Perú as a whole nation. 

I recommend a geographic focus. It will allow better market capitalisation and provide enough 

flexibility to make it a valuable long-term structure. 

The content hierarchy, according to the geographic focus, will operate according to the following 

structure: 

(CC stands for Cornerstone Content) 

“Tier 1” CC Perú → 

“Tier 2” CC Lima → 

“Category” Food → 

“Tier 3” Content. 

“Category” Delivery → 


“Tier 2” CC Arequipa → 





“Tier 2” CC Chiclayo → 





“Tier 2” CC Cusco → 





Conceptually, the hierarchy will serve to feed Cornerstone Content articles, and as the CC Perú 

is “Tier 1,” this will be the article with the highest PA development. City CC articles will be fed by 

normal content articles, covering two key areas of Glovo’s business model and keyword 

targeting, “food,” and “delivery.” As the City CC articles are fed, the CC Perú article will be fed, 

which will allow for the ability to compete for national level, high competition keywords. 

The value of having CC articles based in each city is increased ranking power regionally, as 

explained earlier in the “geographic focus” content strategy. This means all branching content 

(falling under either “Food” or “Delivery”) will feed city CC’s first, which delays the impact it will 

have on the national CC article. 



24 

The result of the above plan is high growth in targeted cities, medium growth nationally, and low 

growth in non-targeted cities. The reason non-targeted cities will have slow saturation rates is 

as a result of two reasons: 

a) Due to the high geographic targeting of the “Tier 2” articles and “Tier 3” articles, 

non-relevant geographies will likely not be impacted by the search results 

b) As a result of a) non-targeted cities will likely be engaging with the national “Tier 1” 

article. This takes time to develop as it is designed to compete for the most competitive 

keywords at a national level. 

The current hierarchy is quite short, consisting of only 3 tiers. This is, I think, the perfect balance 

in order to generate enough traffic movement and internal linking to the Tier 1 article, without 

losing the geographic presence that Glovo is looking to gain. 

This plan is also flexible, so additional categories can easily be implemented, new cities be 

included, and Tier 1 articles included. This would be different in other content strategies such as 

“view focused” or even “type” driven. 

The Tier 3 articles themselves have extreme flexibility in terms of composition, data, and type. 

This is preferred, as opportunities may spring up to provide reports and audits of competitors at 

a moments notice without breaking the content strategy. It also allows copywriters to have 

freedom in choosing a variety of different styles weekly, to keep content engaging, informative, 

and fresh. 

The Tier 3 articles will be written according to the “Basic article” specification, going beyond the 

industry standards per article. These requirements can also be tuned down to increase the 

number of articles per week. This will be considered during the adjustment period following plan 

execution. 



25 



26 



27 

Tangible Results 

Investment in digital presence is key, but only if it helps drive up Glovo’s revenue generated 

from Perú. SEO and Content Strategy are semi-permanent investments as content published on 

the web sees growth over time regardless of additional investment. 

This is not the final version of results, as deep keyword research is necessary in order to 

determine the best search volume keywords for each respective Cornerstone article. Please 

keep in mind, these are the projected results of singular articles, not of the Content Strategy as 

a whole, and not of the additional Tier 3 Articles that will bolster traffic. 

Perú: “food delivery” 

Search Volume: 210 

Low CTR 1.0% → 2.1 

Low Conversion Rate 0.5% → 0.01 

Medium CTR 1.0% → 0.02 

High CTR 3.0% → 0.06 

Medium CTR 3.0% → 6.3 


Medium CTR 1.0% → 0.06 

High CTR 3.0% → 0.19 

High CTR 8.0% → 16.8 


Medium CTR 1.0% → 0.17 

High CTR 3.0% → 0.5 

Converting customers per mille: 

2 

Minimum of 10 

3 

Maximum of 500 

2 

0.01 * 1000 

3 

0.5 * 1000 



28 

Peru: "food delivery" 

Lima: "food delivery lima" 

Cusco: "food delivery 

cusco" 

Chiclayo: "food delivery 

chiclayo" 

Arequipa: "food delivery 

arequipa" 

Search Volume 210 Search Volume 110 Search Volume 170 Search Volume - Search Volume 10 

Low CTR 

(1%) 

Medium 

CTR 

(3%) 

High CTR 

(8%) 

Low 

Conv. 

(0.5%) 0.01 

Med 

Conv. 

(1%) 0.02 

High 

Conv. 

(3%) 0.06 

Low 

Conv. 

(0.5%) 0.03 

Med 

Conv. 

(1%) 0.06 

High 

Conv. 

(3%) 0.19 

Low 

Conv. 

(0.5%) 0.08 

Med 

Conv. 

(1%) 0.17 

High 

Conv. 

(3%) 0.50 

Low CTR 

(1%) 

Medium 

CTR 

(3%) 

High CTR 

(8%) 

Low 

Conv. 

(0.5%) 

Med 

Conv. 

(1%) 

High 

Conv. 

(3%) 

Low 

Conv. 

(0.5%) 

Med 

Conv. 

(1%) 

High 

Conv. 

(3%) 

Low 

Conv. 

(0.5%) 

Med 

Conv. 

(1%) 

High 

Conv. 

(3%) 

0.01 

0.01 

0.03 

0.02 

0.03 

0.10 

0.04 

0.09 

0.26 

Low CTR 

(1%) 

Medium 

CTR (3%) 

High CTR 

(8%) 

Low 

Conv. 

(0.5%) 0.01 

Med 

Conv. 

(1%) 0.02 

High 

Conv. 

(3%) 0.05 

Low 

Conv. 

(0.5%) 0.03 

Med 

Conv. 

(1%) 0.05 

High 

Conv. 

(3%) 0.15 

Low 

Conv. 

(0.5%) 0.07 

Med 

Conv. 

(1%) 0.14 

High 

Conv. 

(3%) 0.41 

Low CTR 

(1%) 

Medium 

CTR (3%) 

High CTR 

(8%) 

Low 

Conv. 

(0.5%) 

Med 

Conv. 

(1%) 

High 

Conv. 

(3%) 

Low 

Conv. 

(0.5%) 

Med 

Conv. 

(1%) 

High 

Conv. 

(3%) 

Low 

Conv. 

(0.5%) 

Med 

Conv. 

(1%) 

High 

Conv. 

(3%) 

- 

- 

- 

- 

- 

- 

- 

- 

- 

Low CTR 

(1%) 

Medium 

CTR 

(3%) 

High CTR 

(8%) 

Low 

Conv. 

(0.5%) 0.00 

Med 

Conv. 

(1%) 0.00 

High 

Conv. 

(3%) 0.00 

Low 

Conv. 

(0.5%) 0.00 

Med 

Conv. 

(1%) 0.00 

High 

Conv. 

(3%) 0.01 

Low 

Conv. 

(0.5%) 0.00 

Med 

Conv. 

(1%) 0.01 

High 

Conv. 

(3%) 0.02 

Subtotal 1.12 Subtotal 0.59 Subtotal 0.92 Subtotal - Subtotal 0.05 



29 

4 

Legend 

4 

Blue = Perú; Red = Lima; Yellow = Cusco; Green = Arequipa. 



30 

In the data above, I have included a “low” calculation, “medium” calculation, and a “high” 

calculation to simulate the possible outcomes of the CC articles over time. The Low CTR (1%) is 

correlated to the first period of article publication, roughly the first 2 months. During this period 

the article ranks very poorly and thus draws very little traffic. 

After publication, the Content Strategy kicks into play and the CC articles are fed links and traffic 

through Tier 3 articles. This drives up the page traffic, backlinks, and image SEO spillover, and 

as a result the page ranking improves. With the higher page ranking, the CTR begins to 

increase to 3% as it progresses through the SERP. As time goes on and the content strategy is 

executed, the CC article will continue to rise through the SERP until it lands somewhere on the 

first or second page. At this point the CTR would roughly be 8%. This is a reasonably high 

estimation for anything lower than the 8th position in a SERP. However, any link on the first 

SERP receives between 5-40% of the total traffic. 8%, therefore, is a conservative choice. 

Beyond traffic, the actual conversion of these clients is what matters for Glovo’s revenue 

stream. While I do not know the average rate of conversion, I have assumed relatively low 

industry averages, being 0.5%, 1% and 3%. The traffic obtained through the CTR calculation is 

then multiplied by the Conversion percentage, to arrive at a final value of how many customers 

are expected to be gained from the relative CTR. 

Throughout the course of about 8 months, the Tier 1 CC Perú article alone should convert 

roughly 1.12 visitors per month. This number is an average of the “low” months, 0-4, where the 

ranking will be very low; along with the “high” months of 5+. There should be exponential growth 

initially, followed by a linear plateau towards months 6-9 as the ranking stabilises at on the first 

or second SERP. As a result, most traffic and conversions will occur in some months after 

publication, making the “per month” metric important to account for the slower initial period. 

Do keep in mind, this is only the calculation for the CC articles, none of the general content (Tier 

3) has been included in these calculations, nor has off-site referral traffic been considered. 

Therefore I do believe that the revenue opportunity is quite high, considering the Customer 

Lifetime Value of a single client. You will have to multiply the rough estimations I have gathered 

above by your revenue model to calculate the returns for this project. 



31 

Necessary Team 

In order to carry out the above action plan, content strategy, monitoring, and reporting, a small 

team will be required. The team will have multi-faceted responsibilities and have significant 

cohesion in terms of responsibilities and dependencies. 

All Responsibilities: 

1. (Weekly) Identify 250 keywords, shortlist of 50 

2. (Weekly/Daily) SEO Security 

3. (Daily/Weekly/Monthly) Create SEO Profiles 

4. (Daily/Weekly) Outreach + Off-Page Dev 

5. (Weekly/Monthly) Market Segmentation / Analysis 

6. (One-Time/Monthly) Technical Adjustments 

7. (Daily/Weekly) Internal Articles 

8. (Weekly) External Articles 

9. (Weekly) KPI measurement 

10. (Daily/Weekly/Monthly) Strategy Adjustment 

Positions required: 

● Project Manager 

● Analyst 

● Outreach 

● Copywriter 

● Copywriter 

Project Manager 

The Project Manager is responsible for the execution of the current Action Plan and Content 

Strategy. They will also be responsible for most analytics, reporting, and adjustments made. 

Technical SEO and SEO Security is handled by the Project Manager, as they are best 

positioned to make changes based on Competitor and market behaviour. 



32 

Responsibilities include: 

- (Daily/Weekly) SEO Security 

- (Daily) Moderate comments 

- (Weekly) Monitor account creation 

- (Weekly) Monitor for bot traffic or attempted DDoS. 

- IP Blacklist if necessary 

- (Weekly) Disavow malicious backlinks 

- (Weekly) Check “manual actions” or other warnings 

- (One-time/Weekly/Monthly) Technical Adjustments 

- (One-Time) Rewrite the based on keyword selection. 

- (One-Time) Create optimised for all pages. 

- (One-Time) Conduct Image SEO for all current images 

- Download 

- Rename file (keyword driven) 

- Resize to meet allocated space 

- Convert to jp2 

- Reupload 

- Update relevant tags (keyword driven) 

- (One-Time) Create 3 structured data markups (JSON-LD not Microdata) and 

apply to relevant pages. 

- Class “Home” 

- Class “Page” 

- Class “Post” (@BlogListing) 

- (One-Time) Restructure URL slugs of existing posts. 

- Select predominant keywords, compare with selected keywords 

- Reduce overall length to less than 70 characters 

- (One-Time) Redesign sitemap. 

- Daily or hourly automatic update system 

- Include current Perúvian posts 

- Restructure: 

- https://glovers.glovoapp.com/pe-sitemap.xml 

- (One-Time) Work with dev team to implement HTML adjustments 

- Compress and deliver text through GZIP 

- Preload critical requests, requires extensive testing and theme modulation 

- Move some CSS / JS inline and defer non-critical 

- Defer images below the fold 

- (One-Time/Weekly) Work with the dev team to improve WLT + MLT 

- Identify key resource blocking files 

- Theme optimisation 

- Properly encodify images (2 images) 

- Reduce server static (54 resources) 

- (Weekly) Monitor WLT + MLT and make optimisations when necessary 



33 

- (Weekly) Analyse GSC information for Mobility Issues or Coverage Issues 

- Clean out hard 404 / soft 404 errors 

- Clean out server related (5xx) errors 

- Change UI/UX to meet mobility issue demands 

- (One-Time/Monthly) Market Segmentation / Analysis 

- (One-Time) Define key market segments 

- (Monthly) Measure changes in key market segments 

- (Weekly/Monthly) Measure and compare KPIs 

- (Weekly) T1 CC Article(s) 

- Rankings 

- Clicks 

- Impressions 

- CTR 

- (Weekly) T2 CC Article(s) 

- Rankings 

- Clicks 

- Impressions 

- CTR 

- (Weekly) T3 Article(s) 

- Rankings 

- Clicks 

- Impressions 

- CTR 

- (Monthly) Infrastructure development 

- DA 

- PA 

- Alexa 

- (Monthly) Update Backlink Profile 

- Dofollow/nofollow composition 

- Target pages 

- Top anchors 

- Backlink types 

- Subdomain growth 

- Backlink origin 

- (Daily/Weekly/Monthly) Strategy Adjustment 

- Make changes to Action Plan, or Content Strategy dependant on Google 

Algorithm adjustments, Competitor strategy changes, or market conditions 



34 

Analyst 

The Analyst is crucial for competitor measurement, keyword analysis, and market conditions 

reporting. They are responsible for identifying for rotating the 50 keywords of each week 

dependant on the best performing keywords; which are then used by the copywriters. More 

importantly, the Analyst reports on competitor behaviour, allowing quick adjustments to be made 

and as a result, a faster time-to-market. The analyst further reports on market conditions 

through SERP fluctuations, which paired with the Project Manager’s knowledge of weekly page 

rankings and metrics, creates a holistic outline of Glovo’s growth. 


- (Weekly) Monitor 250 Keywords 

- (Weekly) Update 50 Weekly Keywords for copywriters 

- (Weekly/Monthly) Update SEO Profiles (Ubereats, Rappi) 

- (Weekly) Infrastructure 

- DA 

- PA 

- Alexa 

- (Weekly) On-Page 

- Meta Title 

- Meta Description 

- Structured Data Markup 

- (Weekly) SERP 

- Key/Home Perú Page Ranking 

- SERP Presentation changes 

- (Monthly) Backlink Profile 

- Dofollow/nofollow composition 

- Target pages 

- Top anchors 

- Backlink types 

- Subdomain growth 

- Backlink origin 

- (Monthly) Keywords 

- Top organic keywords 

- Image SEO keywords 

- (Monthly) Content 

- Publication dates / patterns 

- Local SEO targeting / trends 

- (Daily) SERP Fluctuations 

- Light report on days of high SERP volatility 

- (Weekly) Reporting 

- Report SEO Profile adjustments to Project Manager 

- Report SERP fluctuations 



35 

Outreach 

Outreach is responsible for off-site development of Glovo in national, and local Perú. This 

involves contacting and communicating with webmasters, PR officials, or website owners for the 

sake of expansion into Perú’s online market. Outreach understands the client domain the best, 

and therefore content forwarded by the Copywriter is proofread to ensure a quality, 

keyword-driven, niche-specific article is presented. 


- (Daily) Contact Sites / Domains 

- Identify best placement opportunities according to site Infrastructure 

- Close minimum of 3 domains/sites per week 

- (Daily) Publish Site on Local Directories 

- Develop local (.pe) backlink profile on a national and local level 

- (Weekly) Develop Media Site Network 

- Network with niche local media / news sites 

- Build a portfolio of multi-niche news announcements 

- (Weekly) Article Distribution 

- Receive articles from copywriter, screen, proofread, and send to client 

- (Weekly) Reporting 

- Report weekly growth to Project Manager 

(Two needed) Copywriters 

Two copywriters are necessary to produce a steady stream of high quality articles for on-site 

and off-site development. The copywriters are pivotal points in the SEO Perú team, and are 

required to be flexible in terms of writing style, research capacity, and creative thinking. The 

copywriters will have to be able to create infographics, select and optimise images, and write 

keyword-driven articles that either feed CC articles, or that nail down local geography in Perú. 

Through this complex network of requirements, the copywriters will communicate with Outreach, 

Analyst, the Project Manager, and each other. 


- (Weekly) Write 3 internal articles 

- Select a variety of keywords from 50 Weekly Keywords that have topical 

relevance to the content strategy 

- First/second month will follow Cornerstone Content structure 

- After first/second month will follow basic article structure 

- (Upon Completion) Submission of internal articles 

- Send articles to Project Manager for publication 

- (Weekly) 1 External Article 

- Will depend on ideal / minimum specifications 

- (Upon Completion) Submission of external article(s) 

- Send articles to Outreach for publication 



36 

Predicted Budget 

Category Title Per Month Per Year Function Description IVA (21%) Total 

Project 

Manager 

3333.33 40000.00 - - - 40,000.00 

Wages 

Tools 

Analyst 2500.00 30000.00 - - - 30,000.00 

Copywriter 2083.33 25000.00 - - - 25,000.00 

Copywriter 2083.33 25000.00 - - - 25,000.00 

Outreach 1666.67 20000.00 - - - 20,000.00 

SEMrush 169.95 2039.40 

Complete SEO 

Toolset 

Canva Pro 12.95 107.88 Infographic 

Design 

Slack 30.00 300.00 Communication 

Pexels 0.00 0.00 Images 

Additional Outreach 50.00 600.00 Outreach 

Budget 

1 Pro account 

(+1 additional 

user) 

Allow 

Copywriters + 

Outreach to 

create 

infographics 

4 Users under 

a Standard 

account 

Image 

Repository 

Payment for 

Guest Posting 

428.27 2,467.67 

22.65 130.53 

- 300.00 

- 0.00 

- 600.00 

NET TOTAL EXPRESSED IN EUROS PER ANNUM Net Total 143,498.20 

The above values are of course up for discussion, but this is what I believe will be the price of 

this project per annum. This does not include contingent budget or unforseen costs that may 

arise during the project timeline. 



37 

Project Timeline 

Assuming project “SEO Perú” start date is October 14: 

PM = Project Manager; AN = Analyst; OU = Outreach; CPs = Copywriters. 

October 

November 

14-18 21-25 28-1 4-8 11-15 18-22 25-29 

Introduction 

PM: 

1) Coordinate 

with dev team 

to implement 

technical 

adjustments. 

2) Begin first 

SEO Security 

run. 

PM: 

1) Complete 

non-dev 

technical 

adjustments. 

2) Complete 

SEO Security 

run. 

PM: 

1) Complete 

market 

segmentation / 

analysis. 

2) Create first 

Glovo backlink 

profile. 

PM: 

1) First month 

report 

2) First 

strategy 

adjustment in 

light of new 

research. 

PM: 

1) Core 

responsibilities 

PM: 

1) Core 


Outline roles & 


AN: 

1) Set up first 

250 keywords 

and coordinate 

with CPs 

2) Begin 

Ubereats SEO 

Profile. 

AN: 

1) Core 


2) Finalise 

Ubereats SEO 

Profile. 

AN: 

1) Core 


2) Begin Rappi 

SEO Profile 

AN: 

1) Core 


2) Finalise 

Rappi SEO 

Profile 

AN: 

1) Core 


AN: 

1) Core 


Explain action 

plan & content 

strategy 

OU: 

1) Core 


2) Publish on 5 

national level 

directories. 

OU: 

1) Core 


2) Begin 

publishing on 

city local 

directories 

OU: 

1) Core 


OU: 

1) Core 


OU: 

1) Core 


OU: 

1) Core 


Begin initial 

data collection 

& research 

CPs: 

1) Complete 

CC Perú 

CPs: 

1) Complete 2 

Tier 2 CCs. 

CPs: 

1) Complete 2 

Tier 2 CCs 

CPs: 

1) Core 


CPs: 

1) Core 


CPs: 

1) Core 


The green indicates as soon as all “One-Time” requirements are completed and members can 

focus on core responsibilities. This is a reflection of how long it will take to have the project fully 

underway. 



38 

According to current projections, the project will be fully underway by November 22, if project 

start date is October 14. 

Other days of importance include: 

Jan 14: 3 Month Report 

Apr 14: 6 Month report 

Jun 14: 9 Month report 

Oct 14: 12 Month report

Glovo - Report

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