Müllex

Müllex is a Swiss brand of A. & J. Stöckli AG, a long-established company with a rich history in plastics processing. Since 1982, Müllex has offered innovative and high-quality waste separation systems for kitchens. With the introduction of its first plastic waste containers, Müllex replaced traditional, impractical metal bins and bag holders, thus revolutionizing waste disposal and separation in the kitchen.

Today, Müllex stands for well-designed, modular and flexible waste systems "Made in Switzerland".

SEO challenge

Although Müllex enjoys strong brand recognition in Switzerland and is stocked in virtually every relevant online shop, the online picture was different: Between 2015 and 2021, organic visibility steadily declined, and the website recorded only low visitor numbers. Despite its strong offline presence, the potential in the digital space was clearly not being fully exploited – a pattern frequently observed with established, traditional brands.

Mullex Visibility Index

Despite initial SEO optimizations and a significant increase in SEO results, the old website could only be improved to a limited extent technically. Page speed remained slow, the structure was outdated, and expansions were only possible to a limited degree.

The newly developed website went live in June 2024. Prior to this, we had prepared a comprehensive SEO audit and all 301 redirects for the web agency – crucial to securing rankings during the relaunch.

Due to technical priorities in the functional development of the new website, these redirects were only implemented three weeks after the go-live. During this phase, the correct redirection of important URLs was missing, leading to a temporary drop in visibility and individual rankings – a classic relaunch effect when redirects are implemented too late or incompletely.

SEO Roadmap - Strategy

Following the website relaunch in June 2024, we developed a comprehensive SEO roadmap to systematically address both technical and content-related weaknesses and to steadily increase visibility. The goal was to set up the new website with a clean technical foundation, eliminate crawling problems, and create the basis for sustainable organic growth.

Technical analysis & prioritization of SEO issues
- Faulty or invisible blog articles due to language switching problems (wrong content in the wrong language, crawl errors).
- Incorrectly implemented meta tags, especially the -Tag that was not correctly transmitted to search engines in the CMS.
- The lack of Google Analytics / Tag Manager integration prevented precise data analysis.
- Missing or duplicate H1 tags, which could lead to SEO conflicts.
Preparing a complete redirect strategy (.htaccess)

To minimize the SEO risks of the relaunch, we reviewed all important pages, product categories, blog articles, and existing ranking URLs. Based on this, we created:
- a complete redirect list for the .htaccess file,
- including redirects of old URLs to the new structures,
- correct language paths,
- Elimination of duplicate and faulty URLs,
- as well as prioritizing particularly strong ranking pages.
This gave the web agency a solution that could be implemented immediately; it simply needed to be inserted.

30-minute SEO talk?

Monthly SEO services

After the 301 redirects were completed, we resumed the ongoing, monthly SEO support for Müllex. The goal was to ensure technical stability, strategically expand content, and continuously increase visibility. Through our structured collaboration, we were able to gradually regain lost rankings and sustainably improve them.

Content creation & optimization
- Regular publication of new blog articles about waste separation, kitchen organization and product selection.
- Optimizing existing content to better cover search intent and strengthen rankings.
- Keyword research to identify new potential and seasonal search trends.
Backlink building & brand authority
- Monitoring the backlink profile to identify toxic links and control the growth of domain authority.
- Targeted outreach campaigns to generate high-quality backlinks from relevant industry environments.
Technical SEO maintenance
- Regular crawls to detect indexing errors or new technical problems early on.
- Monitoring of Core Web Vitals & Page Speed optimizations, including image optimization and render-blocking analyses.
- Review of structured data (schema markup) to improve search results and snippets.
Monitoring, reporting & strategic adaptation
- Monthly analysis of rankings, visibility, and organic traffic.
- Analysis of top URLs, including potential assessment for improvements.
- Detailed SEO reports with clear recommendations for the next steps.

Results

The collaboration between Müllex and the MIK Group resulted in a significant and sustainably measurable increase in organic performance. Despite a short-term loss of visibility following the delayed redirect go-live, the website was not only stabilized but also elevated to a new level of performance. .

Since the start of the cooperation, organic visibility has improved many times over:

+600% visibility growth (increase from 0.1 to 0.7 – a 7-fold increase).

Visibility has reached an all-time high today and forms a stable foundation for future organic growth.

Mullex Visibility Index After

Müllex is now found organically in Switzerland alone with over 1,200 keyword searches, which shows a significant increase in brand presence in the digital space.

SEO pays

Müllex's investments in SEO are clearly paying off:

ROI: 1 : 4

For every franc invested in SEO, Müllex generates four francs in additional revenue through organic search queries.

This metric clearly shows that SEO not only contributes to brand strengthening, but also represents a substantial and strategically important revenue channel.

Date	visibility Index	Change (YOY)

Conclusion & outlook

The collaboration with Müllex impressively demonstrates the impact a consistently implemented SEO strategy can have on the digital visibility of an established, traditional Swiss company. Despite initial technical challenges and a complex relaunch process, it was possible not only to stabilize organic performance but also to sustainably raise it to a new level.