Context
In the LG appliance parts market, competing with the official website and certified distributors requires first capturing generic demand («repuestos lg», «recambios lg», «accesorios lg») and then directing it to per-appliance verticals (air conditioners, washing machines, fridges, TVs). The challenge: many product sheets were references with little or no search volume and there was strong seasonality in climate control.
The challenge
Excessive dependence on per-reference products (low direct demand).
Competition with LG Electronics and «Repuestos Originales LG».
High seasonality in air conditioning (summer peaks, drop the rest of the year).
Need to appear in Google Shopping (Merchant Center) and enrich product sheets with structured data.
The strategy
1. Traffic capture with generic keywords
Broad keywords like «repuestos lg», «recambios lg» or «accesorios lg» were prioritised through trunk landings optimised with semantic architecture, intent-oriented headings, FAQ/ItemList schema and internal linking directing toward verticals and key product sheets.
2. Verticals balanced by seasonality
The air conditioner category acts as the seasonal engine, reinforced with evergreen content off-season. The washing machine, fridge and TV verticals keep constant traffic year-round thanks to product sheets enriched with compatibilities, codes and guides, reaching outstanding positions on high-intent keywords.
3. Technical optimisation and Google Shopping visibility
Product/Offer/AggregateRating schema, prices and stock were implemented in all product sheets, along with Merchant Center integration, ensuring presence in product carousels and rich results. Internal linking and crawling were also optimised, removing duplicates and valueless references.
The results
Results confirm RepuestosLG's dominance in the sector's generic keywords. The site reached TOP 1–3 positions for «repuesto(s) LG», «recambio(s) LG» and «accesorios LG», consolidating as the main entry point for users searching for parts before filtering by model or appliance type. These high-volume keywords sustain organic traffic and reinforce brand recognition against official competitors like LG Electronics.
The air conditioner vertical has become the main seasonal traffic engine, with TOP 1–2 positions on key searches. However, the creation of evergreen content —focused on maintenance, installation and diagnosis— has allowed maintaining visibility even off-season. This approach compensates summer peaks and ensures a stable flow of visits and conversions year-round.
At the same time, washing machine, fridge and TV verticals bring stability and high conversion thanks to their non-seasonal nature. The use of structured data and Merchant Center integration has increased the domain's presence in Shopping, Images and FAQs, multiplying touchpoints on Google. Overall, the strategy has positioned RepuestosLG as the organic reference in the niche.
Conclusion
In a niche dominated by the official brand, winning the generic terms and orchestrating verticals has been the lever to capture broad intent and convert it into sales by appliance/model.
The combination of semantic architecture, structured data + Merchant Center and seasonal balance has enabled:
Competing head-to-head in top positions with LG and official distributors.
Sustaining annual demand with stable verticals.
Maximising SERP presence with high-CTR formats.
