Case Study: Maison Boissier

35 Bd Haussmann,
75009 Paris, France

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Case Study: Maison Boissier

Client Overview

Maison Boissier is an esteemed Parisian confectionery brand founded in the 19th century. Renowned for its artisanal know-how and commitment to preserving authentic flavors, Boissier blends tradition and modernity. Their iconic offerings include Marrons Glacés, Boule candies, and unique collections of sweets crafted with precision and elegance. Maison Boissier sought to increase website traffic and improve their online presence through organic SEO and Google Ads campaigns.

Project Goals

1. Increase website traffic from both local and international audiences.
2. Enhance brand visibility for key product lines like Marrons Glacés and Boule candies.
3. Target high-intent users to boost e-commerce conversions.
4. Establish Maison Boissier as a leading confectionery brand in online searches.

Challenges

1. Highly Competitive Niche: The confectionery market is saturated with brands targeting similar keywords like “luxury confectionery,” “Marrons Glacés,” and “artisanal sweets.”
2. Limited Online Presence: The website had minimal content optimization and lacked technical SEO implementations.
3. Seasonal Demand: Marrons Glacés and other delicacies experience higher demand during festive seasons, necessitating focused seasonal strategies.
4. Brand Heritage Communication: Preserving the heritage of Maison Boissier while appealing to modern audiences required careful content planning.

Strategies Implemented

1. Comprehensive SEO Audit

• Conducted a detailed website audit to identify areas for improvement in technical, on-page, and off-page SEO.
• Detected and resolved issues like broken links, slow page speed, and unoptimized images.

2. Keyword Research & Optimization

• Researched long-tail and high-intent keywords such as “buy Marrons Glacés online,” “luxury French confectionery,” and “artisanal Boule candies.”
• Optimized meta titles, descriptions, headers, and product pages to include target keywords while maintaining a natural tone.

3. Content Strategy Development

• Created SEO-friendly content, including blog posts like:
  • “The History of Marrons Glacés: A Sweet Journey Through Time”
  • “Top 5 Artisanal French Sweets You Must Try”
  • “Behind the Scenes: How Boissier Crafts Its Boule Candies.”
• Integrated storytelling to highlight Boissier’s heritage and innovative recipes.

4. Technical SEO Improvements

• Improved page load speed by compressing images and implementing caching mechanisms.
• Structured the site with an intuitive navigation menu to enhance user experience.
• Added schema markup for products to enable rich snippets in search results.

5. Link-Building Campaign

• Partnered with French and international food bloggers to generate backlinks.
• Submitted Maison Boissier’s website to niche directories and forums related to confectionery and luxury goods.

6. Google Ads Campaigns

• Launched a targeted Google Ads campaign focusing on:
  • Product-Specific Campaigns: Highlighting Marrons Glacés and Boule candies.
  • Seasonal Campaigns: Driving traffic during Christmas, Valentine’s Day, and Easter.
  • Location-Based Campaigns: Attracting audiences in Paris and global luxury markets.
• Leveraged shopping ads with visually appealing product images and enticing descriptions.

Results Achieved

1. Organic Search Performance

• Organic traffic increased by 120% within six months.
• Ranked on the first page for high-value keywords like:
  • “Artisanal Marrons Glacés Paris”
  • “Luxury French confectionery online.”
• Improved website domain authority (DA) from 18 to 32.

2. E-commerce Growth

• Online sales increased by 85%, with significant contributions from Marrons Glacés and Boule candies.
• Conversion rates improved from 2.5% to 4.8% due to optimized landing pages.

3. Google Ads Campaign Impact

• Achieved a Return on Ad Spend (ROAS) of 5.4x through targeted campaigns.
• Seasonal campaigns accounted for 35% of overall sales during festive periods.

4. Enhanced User Experience

• Average session duration increased by 45%, and bounce rate reduced by 30%, indicating higher engagement.

Key Takeaways

The Maison Boissier SEO and Google Ads strategy demonstrated the power of combining heritage storytelling with modern marketing techniques. By addressing technical issues, optimizing content, and running targeted ad campaigns, the project successfully elevated Boissier’s digital footprint.

Next Steps

• Expand international targeting for Marrons Glacés to luxury markets in the USA and Asia.
• Develop video content showcasing the artisanal process to enhance engagement.
• Implement multilingual SEO to cater to non-French-speaking audiences.