About the Partnership
As a VTEX specialist, e-Plus has been managing Casa Santa Luzia 's SEO since April 2025 , with a clear objective: to grow organic traffic on an already established base and convert that traffic into revenue.
About the Client
Founded in 1926 by the Portuguese Daniel Lopes, on the corner of Rua Augusta and Oscar Freire, Casa Santa Luzia celebrates its 100th anniversary as a landmark of São Paulo's gastronomy. Today located on Alameda Lorena, in the Jardins neighborhood, it brings together more than 30 national and imported items and preserves the value inherited from its founder: the customer is the house's greatest asset.
The challenge
With a century of history and a brand that's part of the itinerary for gastronomy lovers, Casa Santa Luzia already had a solid organic presence in its e-commerce platform. The challenge wasn't building a presence from scratch, but rather ensuring that this base continued to grow and guaranteeing that the most important moments of the commercial calendar were captured by search engines at the right time.
The main objective was to anticipate the content of the seasonal pages (Easter, Christmas, and Black Friday) so that they would be indexed at the time when demand occurs.
Before the project, the brand faced the following challenges:
- The challenge of growing an organic channel that already started from a consolidated base., a scenario in which each growth point requires more strategy;
- The need to capture demand during the most important dates for your e-commerce (Easter and Christmas).), concentrated in short calendar windows;
- The urgency of having seasonal pages published and indexed before the search peak....and not during, when the competition for position is already fierce and the selling window is closing.
The solution
Starting in April 2025, e-Plus began working on the SEO for Casa Santa Luzia's VTEX store with a proactive approach: preparing organic search results for the sales calendar before consumers even start searching.
- Seasonal content produced in advance.The pages for holidays are prepared before the season, so they are already indexed when the search begins. This way, the brand captures demand at its peak, instead of competing for position when the sales window is already closing.
- Easter and Christmas at the center of the calendarThese are the most important dates for the brand's e-commerce. Christmas, in particular, carries a tradition for the company: the year-end baskets, created by the partners who joined Casa Santa Luzia in 1952. Anticipating these pages means being present in the search results precisely during the times when sales are most concentrated.
- Black Friday in planningThe date is also part of the seasonal strategy, completing the high-demand retail calendar.
The key difference lies in treating SEO as part of the commercial calendar: organic search no longer reacts to seasonality but anticipates it.
High performance results
Comparing the period from January 1st to August 31st, 2026 with the same period in 2025 (a timeframe that already includes Easter), Casa Santa Luzia's organic channel grew year-on-year on a foundation that was already solid:
- +20,4% in organic sessionsfrom 399,5 thousand to 480.746 sessions coming from organic search.
- +7,8% in organic revenue: 1.808.275,46 BRL in purchase revenue originating from organic products, compared to R$ 1,7 million in the previous period.
- Revenue tracking trafficThe increase in visits was accompanied by revenue growth in the same timeframe, demonstrating organic reach as a business channel, and not just an audience driver.
Tradition is built over decades, but presence in the pursuit is built in advance.
The Casa Santa Luzia case study shows that even established brands can continue to grow organically when SEO aligns with the sales calendar and anticipates demand.
e-Plus can build this strategy for your brand. Talk to the e-Plus Agency team of experts now.
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