Maison Côte — SEO — Organic traffic, 4x in six months

1. The traffic problem was a foundation problem

Before writing a single new article, we audited what Google actually saw. Duplicate product URLs from filters, thin collection pages, missing canonicals and a sitemap that hadn't been updated in a year were quietly capping every campaign the brand ran.

We fixed the crawl first — clean canonicals, a fresh sitemap, structured data on products and collections, and a redirect map for the legacy URLs. Nothing glamorous, but every content bet after this compounded instead of leaking.

2. Content built around buyer intent, not vibes

Instead of chasing volume, we mapped the exact questions a shopper asks between "I'm curious" and "I'm buying." Each cluster mixed a pillar guide, two supporting articles and one comparison piece — all linked back to the product or collection they served.

• One pillar per season, each targeting a real buying decision.
• Comparison pages for the top three competitor searches.
• Care and sizing guides linked directly from PDPs.
• FAQ schema on every guide to earn rich results.

3. Internal links did more work than backlinks

We treated internal linking as a first-class channel: every new article linked to the two most commercially valuable pages it could logically support, and every product page linked back into the relevant guides. Rankings on money pages started moving inside six weeks.

4. From 12k to 54k sessions — and the revenue followed

By month six, organic sessions were up 332%, average position for the top 20 commercial keywords went from 37 to 4.2, and organic revenue moved from a rounding error to the store's biggest non-paid channel. Same store, same products, better foundation.