So lovely box - french website

+4,000 users per month in a year

eCommerce International SEO

Client Goals


Improve visibility and organic traffic on the German market

Even though the e-store already operated in Germany, the traffic and number of users visiting the store was unsatisfactory. Our aim was to attract more customers, mostly by increasing brand visibility.


Build visibility and organic traffic on the French market

So Lovely Box wanted to enter the French market, and therefore they turned to us for support and expertise. Having the goal stated clearly, we focused both on building brand recognition and increasing its visibility in France.

SEO Team

We’ve improved many technical parameters and implemented global settings that have been bringing spectacular results when it comes to the visibility of every language version of the website.

Milena Fietko
Milena Fietko SEO Strategy Manager

On-Site Strategy for the German Market

Modifying Title Tags and Meta Descriptions

Since our goal was to attract more customers, we started with optymizing two elements that have a massive impact on how the website is displayed on SERP.

Why we did it

The language used in title tags and meta descriptions must correspond with the content and the top-level domain name to rank the page higher. This also significantly decreases bounce rate.

So Lovely Box is originally Polish. With time, the store grew bigger, and therefore expanded into the German market. Turning into a multistore, the German language version of the website contained both German and Polish content that confused Google robots.

Case study SEO for german market

German market seo - meta descriptions

Most of the title tags and meta descriptions were in Polish. Since these elements are displayed in the engine search result page and give an insight of what a customer may see after clicking on the link, we had to turn them into the native language of the customers.

Our team introduced global changes for title tags and meta descriptions. It’s worth noting modifications done globally always have a positive effect on all language versions of a website. More on that below.

Fixing Too General Category Names

Next, we could improve the category names, making them less vague. These elements clearly needed saturating with keywords.

Why we did it

Category name is one of the website elements that should contain keywords. Inserting the right phrases into the right places fulfills two purposes: increases user experience and boosts SEO.

Names of categories were too general, which helped neither the customers nor Google bots. That’s why we replaced single-word phrases like “Christmast” or “birthday” with “Christmas gifts” and “gifts for mom”. Before doing so, we had carried out keyword research to make sure the new product categories are on-point and actually searched for.

Changing Too General H1 and Product Categories

H1 is the most important heading on each page, equally useful for users and bots. We had to make sure this element was correctly optimized, as it occupies a significant role in SEO.

Why we did it

H1 is crucial for the visitors and Google robots since it shows the topic covered on a partiuclar page. Ideally, the H1 should include a keyword. So should product categories. Additionally, they need to be as descriptive as possible because this improves UX and SEO.

H1 headers weren’t related to the category names. To fix that, we had to introduce the changes to each page manually. We also implemented global settings for H1 headers on the product pages.

Adding More Content

When we finally handled the above issues, we could shift our focus onto writing and publishing more web content.

Why we did it

Thin or too little content increases the risk of duplication. Apart from that, when the texts published on the pages consist of just a few sentences, there is not enough room for keywords to optimize those pages for.

At the beginning of our cooperation, the problem of internal duplicate content was 34%.

Internal duplication problem

To change that, we were regularly filling the category subpages with new content optimized for generic keywords.

Content duplication chart

As a result, we managed to reduce the internal duplicate content to 27%.

Fixing Internal Linking

The more content we were publishing, the more internal linking we could build up.

Why we did it

Internal linking plays an important role in on-site SEO. When developed correctly, the linking strategy helps Google bots understand the website better, navigate it easier and hierarchize the content. Internal linking also improves UX, encouraging the users to stay longer on the website.

After looking into the website, we spotted a big problem that needed an immediate fix. It appeared that the graphics were linked incorrectly. Instead of being related to the product names, they were leading to other URLs . This was what used to mislead Google robots. It also had a negative impact on user experience.

We fixed all issues connected with the internal linking structure.

Fixing Problems with Structured Data

Our audit revealed that the structured data implemented on the client’s website wasn’t used correctly. We absolutely had to change that.

Why we did it

Google robots need the data to be structured. Otherwise, it’s hard for them to understand the content, and therefore they lower the overall score of the website. Unstructured data also confuses the robots, so that they may not display the very content on SERP.

We modified the data on our client’s website. Additionally, we added a few emojis for improved CTR.

Structured data example - case study SEO

Adding a Sitemap for the German Language Version of the Website

When everything was ready, we could build a completely new sitemap to get it indexed by the crawlers.

Why we did it

Without a sitemap, Google robots may have problems with finding the website. As a result, it may be neither crawled nor indexed. This also means that users won’t be able to find the website.

A sitemap for the Polish language version was already uploaded to Google Search Console. We had to create and upload additional sitemaps for each of the extra languages. This way we made sure all pages were indexed properly.

Sitemap - seo case study

On-Site Strategy for the French Market

Adding More Content

The SEO strategy for French language version of the website was a bit different. This time we started the optimization process from creating web content.

Why we did it

Gaining visibility is a crucial issue, especially when entering a new market. Otherwise, reaching out to new customers may be pretty hard. A website that lacks optimized content is basically left with no chance to do so.

Since there was not enough content on the website, we needed to create more high-quality articles in French. During that process, we made sure the texts included keywords for more effective optimization. The content is still being systematically added to the website, which contributes to continuous visibility growth.

Fixing Too General Category Names

Later, we handled another key issue for an e-commerce store, which is creating SEO-friendly category names.

Why we did it

As mentioned above, some elements of a website – like category names – should include keywords. This has a positive impact on SEO and UX.

After doing keyword research, we had the right elements to create proper category names. As it was done with the German language version So Lovely Box, the category names were less general, and contained keywords.

Case study SEO so lovely box

Fixing Problems with Structured Data

To increase CTR, we had to make sure bots had zero problems with reading the client’s website. That’s why we decided to fix and add more structured data.

Why we did it

Again, without structured data added to a website, the pages have a thin chance to rank high, thus appearing at the top in the SERPs.

When working on structural data for the German language version, we implemented many global solutions. This streamlined the process of optimizing the French language version of So Lovely Box. Another strategy that we adopted for both domains was the use of emoji in title tags.

Case study SEO - emoji in structured data

Modifying H1 and URL Address

Lastly, we improved headings and changed URLs, making both elements more SEO-friendly.

Why we did it

H1 titles and URLs addresses are two important SEO factors. They can’t be too vague unless you want to confuse Google bots. Naturally, whenever possible, headings and URLs should contain keywords.

Having the list of the right keywords for So Lovely Box, we used the very phrases to improve URLs and H1 titles. This way we helped Google understand better what each page is about.

Case study SEO - url adresses

Improve your visibility on international markets!
Off-Site Strategy

The off-site process, which is the external linking, is an integral part of the on-site SEO activities. From the very outset, we did what we possibly could to create a strong link profile.

German market

Below you can see a the domain parameters before we started working on So Lovely Box:

so lovely domain rating before cooperation

and here’s the link profile:

so lovely link profile after

Now, let’s compare it with the results achieved in 10 months:

Link profile after 10 months:

lovely box domain parameters after

Domain rating increase can be seen here:

so lovely link profile after

French market

On-site process carried out for the French language version of So Lovely Box was an integral part of website optimization. In this case, we had to handle building a strong link profile from scratch. Here is how we did it.

We selected high-quality domains that were relevant to the So Lovely Box niche. Also, we focused only on French domains for obvious reasons. Our team created all links manually.

As a result, the majority of backlinks came from the French market:

solovelybox off site


German Market

Result 1 – Visibility Improvement

Website visibility has increased by 919%. Before we helped So Lovely Box with SEO, the website was ranked for 67 keywords. Now, the number includes as many as 683 keywords.

January 2020:

Case study SEO - visibility

November 2020:

Case study SEO - results of visibility

Visibility improvement:

Case study SEO - visibility improvement

Changes in the positions of the most relevant phrases:

  • Jack Daniels geschenke:>/i> 33 5
  • wein geschenke personalisiert: not indexed 2
  • personalisierter wein: 71 7
  • geburtstag sekt: 47 3
  • other phrases:

Case study SEO - visibility improvement for keywords

Result 2 – Traffic Improvement

We succeeded at generating more organic traffic: +4000 users per month. First positive outcomes of our efforts were already noticeable after a month.

Case study SEO - traffic improvement

November 2020 vs November 2019:

Case study SEO -traffic improvement comparison

French Market

Result 1 – Organic Traffic Improvement

We noticed an increase in organic traffic. Within 6 months, the impressions went from 0 to 1851 per month.

Case study SEO - results

Result 2 – Visibility Improvement

There is  also steady visibility growth noticed.

Organic traffic increase for so lovely box

Organic traffic increase for so lovely box

Organic traffic increase for so lovely box

Illustrative examples of position changes for linked keywords:

  1. Whisky Personnalisé (en: personalized whisky)
    Starting rank: out of index
    Current rank: 1
  2. Bouteille de Vodka Personnalisée (en: personalized bottle of vodka)
    Starting rank: out of index
    Current rank: 1
    Visibility improvement SEO
  3. Rhum dictador 10 ans (en: rum dictador 10 years old)
    Starting rank: 18
    Current rank: 12

Case study SEO - keywords positions

Delante does SEO for all of our European domains: German, Spanish, Italian and French. It turns out to be very convenient to have just one agency to handle all SEO processes. Since establishing mutual cooperation, running my business has been a lot easier. The steady visibility growth is indisputable.

Agata Jasinska

Agata Jasińska

General Manager

Boost your international visibility!

Our Awards

Award - European Search Awards 2022 Global Search Awards 2020 Award - US Search Awards 2021 Award - European eCommerce Awards 2022 Award - Global Agency Awards 2022 Award - Deloitte 2021 Award - IPMA

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