The challengeDefining and implementing an SEO & SEA acquisition strategy
As a leading French manufacturer of shelving and storage equipment, Provost offers a comprehensive catalogue designed for businesses. The challenge was not only to make this offering visible, but also to ensure its effectiveness. Faced with increased competition, Provost needed to structure its acquisition strategy to attract qualified traffic, facilitate access to product information and ultimately accelerate conversions. The goal was clear: to move from a simple online presence to a genuine, data-driven e-commerce growth strategy.
The implementation of a combined SEO and SEA strategy marked a turning point in our e-commerce growth. By integrating these channels, Kaliop not only delivered a significant increase in traffic and revenue, but also provided us with a unified view of our performance. Thanks to clear dashboards, we are now able to manage our investments with precision and agility.
Successful KPIs
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increase in SEO traffic in 2024 compared to 2023
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increase in revenue from SEO in 2024 compared to 2023
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increase in SEA ROAS
A cross-channel acquisition strategy to maximise ROI
To support Provost’s ambitions, it became essential to align organic and paid search strategies rather than treating them as competing approaches. The strategy consisted of consolidating the technical fundamentals to ensure long-term visibility (SEO), while activating levers for immediate performance (SEA) to capture market opportunities. The goal: to dominate the digital space for strategic and transactional search queries while optimising return on advertising investment.
From technical optimisation to data management
The support was structured around a comprehensive roadmap:
- Foundation optimisation: technical and semantic improvements to the Prestashop site to remove SEO barriers.
- Content & net linking strategy: establishing thematic authority to capture traffic upstream of the conversion funnel.
- SEA restructuring: audit and overhaul of Google Ads campaigns (Search, Shopping, Performance Max) to prioritise profitability.
- Data Intelligence: creation of unified dashboards to cross-reference traffic and conversion data for a clear understanding of each channel’s contribution.
A unified vision for informed decision-making
Beyond operational execution, the added value of the project lies in data consolidation. By providing a unified view of SEO and SEA performance, Kaliop has enabled Provost’s teams to effectively manage customer acquisition. This “data-driven” approach now allows for more efficient budget allocation and enables strategic decisions based on actual revenue impact.