Automated Content & SEO for Global E-commerce: A Casa Success Story with Universem

ChatGPT Image Apr 22, 2025, 12_11_04 PM

Ai automation needs

In today's rapidly evolving digital landscape, maintaining comprehensive and SEO-optimized content across a vast multilingual webshop presents a significant hurdle. For Casa, a leading European retailer operating in nine countries, this challenge became a key priority in March 2024. Faced with the need to revitalize their category and product pages with relevant, inspiring, and search-engine-friendly content across multiple languages, Casa turned to the expertise of Universem. This case study delves into the innovative, AI-powered solution Universem developed – an automated system capable of generating high-quality, multilingual content at scale, revolutionizing Casa's online presence and SEO strategy.
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Automated Content & SEO for Global E-commerce: A Casa Success Story with Universem

BUSINESS CHALLENGE

In March 2024, Casa approached Universem with a content challenge: optimizing the category and product pages on their webshop with relevant, inspiring, and SEO-friendly content. This involved not only recreating all content but also ensuring it was fully optimized for search engines.

Adding to the complexity, Casa operates in nine European countries, meaning the content needed to be adapted to multiple languages while considering cultural nuances.

 

CREATIVE APPROACH

To tackle this challenge efficiently, Universem developed an automated solution that:

  • Generates all the content for category and product pages
  • Does this in nine European languages
  • Ensures SEO optimization
  • Fast!

Using generative AI, we built a software script that creates high-quality, SEO-friendly content and descriptions for category and product pages. The script is powered by data from Casa’s ERP and web scraping of their current webshop, ensuring precision and consistency.

 

TECHNICAL EXPERTISE

Our AI-driven script integrates ERP data and scraped website elements, such as:

  • Product details (name, brand, specifications, colors, weight, etc.)
  • Category structure (sister, daughter and mother categories to which we add internal links)
  • Available filters on category pages

We processed this data in Python, structuring it into dynamic prompts. Each prompt consists of a fixed section (defining output format and tone of voice) and a variable section tailored to each category page, allowing us to maintain a relatively stable output while injecting something specific.

 

For product descriptions, we leveraged image analysis capabilities, allowing us to enrich content even when database information was limited. This method enables the rapid generation of numerous high-quality pages based on internal data. The output is modular, it can take the form of a simple text with a few relevant anchors or a bullet list.

 

Additionally, we developed a script that utilizes LLM APIs (such as Claude or GPT-4o) that can use product database & images to generate product descriptions and category page content. The output is fully optimized for SEO, including essential meta elements like titles, meta descriptions, and alt attributes.

 

OUTCOME

Thanks to this automated solution, Casa’s webshop now features high-quality, multilingual content on its category and product pages.

 

The script allows for the rapid creation of optimized content across multiple languages, significantly reducing time and effort while maintaining precision and SEO effectiveness.

 

This investment in automation not only enhances content quality but also ensures long-term efficiency for Casa’s digital strategy.