SEO case study: from page four to the top 3

The starting point

When I began this engagement, the website had been declining for almost four years. Once the leader for its main query, it had fallen to around positions 35 to 40 despite many previous initiatives.

The challenge is amplified by an extremely competitive sector in which paid advertising is prohibited. Organic search is therefore the only visibility lever that can be activated directly in search engines, concentrating competition and requiring particularly sustained effort on the main query.

My approach

I did not add yet another isolated optimization. I reviewed the strategy as a whole to understand the decline, restore consistency and focus efforts on the highest-priority levers.

Beyond conventional SEO optimizations, I incorporated in-depth user experience work on the target pages into the strategy: information hierarchy, readability and journeys towards essential content and actions. Combining SEO and UX helps address search intent more effectively while making strategic pages more useful and persuasive for visitors.

• Technical audit and indexation analysis
• Identification of the truly strategic pages
• Resolution of duplication and cannibalization issues
• Editorial optimization and progressive internal linking
• User experience redesign of target pages
• Quality-led management of external authority
• Regular ranking monitoring and adjustments
• Initial GEO work after consolidating the SEO foundations

A collaborative implementation

I defined and continue to lead the SEO strategy. The recommendations are implemented with the client's internal team, whom I advise and support as part of this ongoing engagement.