JDN met with the team that managed the organic collection of traffic on the site to understand how they managed to take the first places in Serps for most of the topics related to the home.
Last March, a study by SEO agency Smartkeywords for JDN told us that But.fr is positioned as the world’s leading SEO site for home and decoration with a total of 20% market share. Even better, the site monopolizes first places on almost all topics of this ultra-competitive universe. Not bad for a site that has undergone many changes in recent years, including one that has become a market with more than 500,000 references and generated more than 120 million visits a year.
A performance that led JDN to want to discuss SEO with the team that manages the acquisition of organic traffic for the site. This is how we met Sonia Dahech, CRM, Director of Data and Omnichannel Traffic, Olivier Grandu, e-commerce traffic collection manager, and Sébastien Bulté, SEO team manager at Resoneo, a longtime partner of Bhutto. Three people around the table speaking in one voice.
The Smartkeyword study highlighted the very good SEO performance of the But.fr site. What does Seo represent for you in your traffic acquisition strategy and what do the results of this study inspire you to do?
Sonia Dahech. SEO is our main lever of traffic. We attach great importance to this even if it is part of a global strategy. SEO is really present in the company culture and we are all aware of that problem. Whatever web projects we work on, we always think of SEO.
“Whatever web projects we work on, we always think of SEO”
Oliver Granda. A key success factor, a point of differentiation we can try to point out, is that at But, SEO is taken into account in all e-commerce businesses, whether through technology, e-merchandising, sales promotion and content teams led by Julie Colin-Long. There is a real awareness of the importance of SEO and its specifics when it comes to integrating this lever into daily work. With us, the topic is set quite early in the exchange and the teams will have the reflex to ask themselves the question of SEO at every stage.
Sebastien Bulte. We can have the impression that we have become a leader in the market of household and decorations overnight. In reality, it was all gradual over time. This is a topic in which we climbed little by little. We have worked on SEO at all levels with close collaboration between Resone and Booth. We followed together, for more than 10 years, all SEO topics, especially the transition to the market, which was the main topic.
Tell us more about this transition to the market.
Oliver Granda. The topic was a big deal. We integrated the marketplace brick into our ecosystem at the end of 2019. It was a long-term and important job for understanding from the back office, but also from the SEO side. There were a lot of problems such as opening new categories with the issue of menus, tree structure, volume of links. We have moved from 10,000 to more than 500,000 references.
“The key point is to control the budget for indexing as well as internal networking”
Sebastien Bulte. The topic of internal linking was quite dominant because it was about creating a logical connection between the pages. This is important for users, but also for robots. The difficulty with opening a page to new categories, new products is that it changes the structure of the page and the way Google will perceive it. That’s something we were pretty careful about. Much thought has also been given to the faceted engine aspect for user detection. And at this level, on the engine side, there is a key point and that is creep budget control as well as internal networks. The question arises of indexing these product filters and, for example, in certain categories we may choose to leave product feature filters open for indexing and promote their internal popularity to ensure that they seek traffic.
Indexing, indexing … How did you prioritize with so many references?
Sebastien Bulte. To give an example, in the background category, we decided not to index them all. Generally speaking, we had to establish specific indexing and indexing rules for reseller sites in the market, which provide little added value for SEO. We also need to pay attention to product feeds sent by resellers, which often contain product descriptions from other markets, in order to limit duplication of content. There is also an effort on the internal network that is dictated by the general goal of connecting SEO and business. For example, we generate more connections to the sofa than to the wallpaper.
“The general goal is to connect SEO and business: we generate more links to sofas than to wallpapers”
Precisely, the Smartkeyword study emphasizes the fact that the sofa is a product from the Home and Decoration universe that is most sought after by Internet users. However, you have integrated it into your wood structure with an entry point on the sofa. Not a coincidence?
Oliver Granda. That’s why we appreciate natural referencing so much. Customer needs need to be translated from an SEO standpoint. The sofa is the leading product and it is logical that we offer our own entrance. We will also find it in the living room category. What is relevant for the customer must be appreciated on the part of the user, but also on the part of the internal mesh engine.
How does the But.fr blog help you work on internal networking and beyond?
Sebastien Bulté. The problem with blogging is that the more content we integrate, the further our content ends up in the tree structure. Therefore, it is necessary to manage the depth, especially thanks to the evergreen items that behave over time. Blog posts also provide links to our product categories. The blog also allows you to reinforce categories or anticipate seasonal themes. There are many links from the blog that point to an e-commerce site, but there is also the opposite. When you are on the product list, there are links to articles with tips from the blog. We really need to give advice to internet users. And don’t just be a salesperson. It’s like a store, a blog provides information like a goal advisor.
“The problem with blogging is that the more content we integrate, the more our content ends up in the tree structure.”
Which ways of buying internet users have been identified and how does the site react to them?
Oliver Granda. The website should behave like a store. Virtually must be a replica of a physical store where advice, information, stocks and contacts are needed. At But.fr we have two typical personalities. There are people who buy almost immediately: “My phone or refrigerator broke down. I know pretty much what I want, the price is different, I’m going there.” And then, we have another person who has a project and who is in research and there, the web must answer this question with the widest possible content to explain and advise.
This is reflected in Ali through the presence of product sheets and blog articles. The goal of product sheets is to quickly answer questions that may be asked about products. For its part, the blog, at the level of the purchasing process, provides advice to people who are unsure and who have additional questions about the information present in the sheets and product descriptions with an important focus on research intent analysis.
What does a typical SEO day on But.fr look like?
Oliver Granda. A typical day starts with traffic tracking, and SEO is an integral part of traffic. We track positions and have a group of keywords tracked by Resoneo. We monitor the pulse of visibility and status of our positions thanks to the Search Console and other third-party tools. There are tracking systems like Oncrawl that are automated and allow us to see what is wrong and whether we need to make any repairs. Then we continuously work on various major SEO projects while working on content in close collaboration with e-merchandising. So, there are several types of days, and the basis remains traffic monitoring. In No, everyone is on standby.