Diario de Navarra is the leading news outlet in the Foral Community of Navarre, both in print and digital, and is part of Grupo La Información. Its website attracts around 363,000 readers a month and, year after year, competes in search engines with major national publications. The newspaper was already working with the hiberus Search SEO team to strengthen its local and national positioning. With the arrival of the 2022 Sanfermines, after two years without being held, a campaign worthy of the event had to be prepared. The goals: grow, stand out and open up channels We agreed three goals for the festival coverage: Increase organic traffic by 20% across all San Fermín coverage compared with the last edition held, in 2019. Gain brand visibility in search engines and outperform direct competitors. Make the most of Google Discover as a new audience acquisition channel, barely used until then. The challenge: becoming the reference source outside Navarre The Sanfermines are a first-rate social event with national and international reach. Diario de Navarra had the advantage of being on the ground, but it needed to turn that proximity into authority on Google and in news search across the country. The competition would not come only from regional media: the big general-interest outlets would also cover the event, with more resources and more authority. The campaign had to cross borders and establish the brand as a reliable source throughout the whole festival week. For more than eight years we have built a relationship of trust that shows in every campaign: we know when to take risks and when to keep the pace. SEO team for media · hiberus Search The solution: an SEO strategy in three stages We split the work into three phases that overlapped in the calendar, from preparation months in advance to minute-by-minute monitoring of each day. 1 Organise the San Fermín category We reviewed the information architecture of the section to simplify its classification. A single tag, /san-fermin/, was consolidated, and the main tags were cleaned up and updated so that all the festival content was grouped coherently. 2 Inventory and editorial calendar We catalogued the evergreen content of Diario de Navarra related to the festival (history, routes, traditions, guides) and strengthened it so that it ranked for generic queries. We also analysed long-tail keywords to define which topics to cover and when to publish them. 3 Real-time coverage From the days before the Chupinazo, the SEO team supported the newsroom throughout the week. Each day had its own plan: first the preview, then live coverage. We monitored results in Google News and Discover to spot room for improvement and adjust the approach on the fly. The key: four shared values Beyond the technique, the result is explained by the way two teams that know each other well work together. Communication Trust Commitment Consistency After years of collaboration, there is a constant dialogue with the newsroom. That closeness made it possible to prepare in advance coverage that, to be effective, had to be ready before the festival began. And, as in any campaign of this scale, consistency in monitoring was as important as the initial plan. There was also room for curiosity. Without a rigid method, no result is guaranteed: that is why we analysed the data continuously, tested new formats and dared to propose approaches that had not been tried before. Keeping an open mind allowed us to correct and improve during the campaign itself. One of the keys was to consolidate the “San Fermín” entity for Diario de Navarra. Over time, Google associated the brand with the festival, so the newspaper began to appear in news carousels, in “Top stories” and in the Discover feed.