Revamping Tecate’s Digital Presence • Enhancing UX and SEO to Attract Consumers

Since its founding in 1944, Cerveza Tecate has driven essential economic revitalization in Tecate, Baja California, Mexico. In the 1950s, it made history as the first brand in the country to sell beer in cans, and later solidified its position as a market leader by introducing Tecate Light, Mexico’s first light beer. Today, Tecate is a globally recognized and respected brand, deeply rooted in Mexico and parts of the United States, and offers an authentic Mexican flavor. In line with its pioneering spirit, Tecate set out to strengthen its digital presence, and we partnered with them to navigate this journey—merging tradition with modernity to connect with a new generation of consumers.

To align brand communication and enhance organic visibility, Tecate challenged us to create a website that reflected its new identity and allowed users to explore products and cultural initiatives, like sponsored music festivals and soccer teams. For our SEO team in Brazil, our content team in Mexico and our platform team in Argentina and Mexico, this involved a complete redesign of the user experience (UX) and user interface (UI), ensuring we adhered to best practices in both areas.

To accomplish this, we completely revamped the old site, creating new components and implementing improved navigation to enhance user interaction and satisfaction. We conducted thorough keyword research related to the site’s core topics, identifying terms that resonated with the target audience. We then used these terms to develop the copy for the new site, ensuring effective communication and SEO optimization.

One of the biggest challenges when it comes to creating a visually rich and dynamic website is optimizing its performance. Having many visual elements tends to reduce loading speed, a key factor for both user experience and SEO. To mitigate this risk, we conducted a thorough analysis of the Core Web Vitals before, during and after the migration. We also used tools like  Screaming Frog and performed URL mapping, alongside specific optimizations such as updating on-page tags, enhancing performance and restructuring URLs.

During the migration, we partnered with Massive Agency in Spain. They implemented our recommendations meticulously, ensuring that every technical detail was handled with precision, resulting in a seamless transition without any loss of traffic or authority.

These changes highlight substantial enhancements in organic visibility and user experience, proving the effectiveness of a strategy that integrates SEO, UX, UI and technical performance. The Tecate site now stands as a robust, visually appealing and functional platform that embodies the brand’s identity and heritage.