FREN
FREN
Case studies
French craftsmen, brands, industrial companies. Their names, their curves, their numbers.
on revenue. €43,248 in June 2026, against €6,106 a year earlier. Without advertising.
“Six more months like that, and I wouldn't have had a shop left.”
More than 120 high-end convertible sofas, made in Italy, delivered and installed all over France. The product was there. So was the know-how.
Rémy had built the site alone. A poorly designed foundation, then all the content rewritten with AI to catch up. Dozens of pages that all looked alike. Google saw an interchangeable catalogue. And yet, years of accumulated links, more than 300 sites already talking about him, a solid reputation in Google's eyes. The site had every right to win. It just didn't know what to say.
In late November 2025, Rémy calls. At the rate things were going, the shop wouldn't survive the following year. The dossier starts in early December.
When a site is pulling in every direction, the temptation is to rebuild everything at once. We did the opposite, deciding first which collections should structure the range, which content deserved to exist, and in what order. Out of that came the rule that guides the Leverage Method. Start where there is revenue to capture fastest.
No shortcuts. The whole catalogue went through it, in the order set during the scoping.
The Leverage Method's rule on this dossier. Nothing is built to last backwards. It's the order of the steps that creates compound growth.
In January 2026, the average position was still 15.2. In June, 10.7, the best in the site's history, and July keeps going (10.5). A year earlier, it was stuck at 23.9, on page 2 or 3 of Google.
| Collection page | Position | Clicks | Gain |
|---|---|---|---|
| Rapido sofa | 31.3 → 12.9 | 79 → 337 | ×4.3 clicks |
| Corner convertible sofa | 31.3 → 15.7 | 78 → 277 | ×3.6 clicks |
| 2-seater convertible | 38.3 → 18.9 | 93 → 178 | 19 spots |
| Relax convertible | 15.9 → 11.9 | 728 → 878 | +21% clicks |
| Small convertible sofa | 18.0 → 14.7 | 485 → 665 | +37% clicks |
| Electric convertible | 4.1 · top 5 | 1,186 → 1,574 | +33% clicks |
| Emma product page (rapido) | 8.4 → 6.0 | 357 → 700 | ×2 clicks |
Source: Google Search Console, export from 15 July 2026, last 6 months vs previous 6 months. The electric collection, already in position 4, was worked for click volume rather than position.
The strongest gains are bottom-of-funnel queries. A precise model, a dimension, a motorisation. Exactly the traffic targeted during the scoping.
| Query | Clicks | Position |
|---|---|---|
| emma canapé convertible | 21 → 77 | 8.6 → 4.1 |
| canapé lit électrique haut de gamme | 33 → 69 | 3.8 → 2.6 |
| canapé lit emma | 4 → 39 | 11.2 → 4.5 |
| canapé relax électrique | 12 → 36 | 28.4 → 15.9 |
| canapé convertible 2 places petite largeur | 6 → 33 | 19.6 → 11.7 |
| canapé rapido | 0 → 28 | 45.3 → 13.2 |
| canapé convertible motorisé | 1 → 26 | 1.9 → 1.5 |
The site totals 1,491 clicked queries and 778 active pages in Google; the growth is carried entirely by non-brand queries.
June 2026 closed at €43,248 including tax, 19 orders, €2,276 average order value. The shop's all-time record, in the flattest month of the year for furniture. The half-year (€178,960) weighs in at 96% of the whole of 2025.
Between the two half-years, traffic moved only 7%. Revenue gained 94%, and a click is now worth €11.87, against €6.70.
Traffic that buys, not traffic that visits. 76 orders over the half-year, from €1,149 to €5,040. The best-sellers carry model names, not category names. VOLTA, EMMA, CALVI, TINY. And 43 fabric sample requests, 12 of which turned into orders: 28%.
Three years solo. Self-built site, content rewritten with AI. Authority, but interchangeable substance, and a site plateauing on page 2-3.
The trough. Average position 23.9, a June at €6,106. The year will end with €7,070 in net margin.
The call. “Six more months like that, and I wouldn't have had a shop left.”
The scoping. Audit, defining the collections and the order of battle, the fastest revenue first.
The rewrite is in full swing. 3,206 clicks, best traffic month of the period. €32,105 in revenue, +22% vs a January 2025 boosted by sales.
The collections climb. Titles, descriptions, badges. Rapido 31 → 13, corner 31 → 16, 2-seater 38 → 19.
The all-time record. €43,248, seven times June 2025. Average position 10.7.
Heading for V2. PrestaShop migration in preparation, SEO in the brief before the first line of code.
The first seven months proved this site sells when the substance is right. V2, in preparation since April, is a change of scale, not a house move. And this time, SEO is in the brief before the first line of code.
Data as of 15 July 2026 · Sources: Google Search Console (export from 15 July, France) and the shop's accounts, sale by sale. Net margin after all operating costs, including the SEO fees.
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in revenue on the optimised products, in two months. Without a single euro of advertising.
A Made in France clothing brand, a product its customers recommend. And a site invisible outside its own name: anyone who didn't already know Made France couldn't find it. Two months of work on ten products was enough to prove the lever.
An established brand, a recognised product, and a site that captured almost nothing of what buyers were typing into Google. The product pages didn't answer buying searches, no content worked between two collections, and the brand stayed invisible outside its own name.
The work started with a clean-up. Fixing the technical errors that stopped Google from understanding the site, then optimising a first wave of collections that were a priority for the season.
Two months later, the revenue of the ten products worked on grew by +41.6%, carried by organic search alone. One category gained +397%, another +197%, others doubled. The correlation is direct.
And this is only a fraction of the catalogue. The bulk of the work, the product pages, the content and the bridges between pages, lies open ahead of us, with the same lever.
Sources: Google Search Console and revenue tracking product by product, before-and-after comparison.
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in revenue in five months. Without a single extra euro of advertising.
Premium household-products e-commerce. The constraint was set from the start: the advertising budget wouldn't move, in a market held by established players with tight margins. The figures are there to see in a meeting.
In five months, daily clicks grew 150% and revenue 35%, at a constant advertising budget. 14,000 qualified clicks came in through trade searches, and every one of those clicks costs nothing.
Sources: Google Search Console and the shop's revenue tracking, five months compared.
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inbound calls in four months via the Google Business Profile. Visibility tripled in five months, and the enquiries followed.
“We must get 5-6 a week now. We definitely had fewer before.”
Half-timbering, longhouses, manor houses. Morel Construction holds a position very few companies can carry off, restoring Normandy's traditional buildings by the book, and building new ones that look like them.
The site, though, carried the legacy of two generations of rebuilds. Old pages from the first site, a theme still trailing its demo products, 82 old URLs erroring out in Google. And a glass ceiling. From April 2025 to February 2026, never more than 7,500 appearances a month. The craftsmanship was there. Google knew nothing about it.
Morel's market isn't “Normandy”. It's Trouville, Deauville, Honfleur, Lisieux, towns where the end client searches for a builder close to home, and Caen, the conquest. The plan crosses every town with every trade, on one conviction. The heritage signature isn't a nice-to-have, it's the engine.
Twelve months at a ceiling, then five months of curve. +38% in April, +59% in May, ×2.1 in June, ×2.9 in July against the March level. And July counts only 29 days of data. Clicks follow the same slope, 208 in March, 428 in July, double, in the middle of a complete rebuild, the exact exercise where most sites lose their traffic.
| Query | March appearances | July appearances | July position |
|---|---|---|---|
| maison à colombage | 0 | 813 | 8.5 · first page |
| maison colombage | 0 | 450 | 7.4 · first page |
| construction maison trouville-sur-mer | 0 | 139 | climbing |
| extension maison trouville-sur-mer | 0 | 137 | climbing |
| construction maison honfleur | 0 | 90 | 10.2 · first page |
| longère normande | 0 | 54 | 10.3 · first page |
| rénovation intérieure à caen | 0 | 46 | 13.0 |
| rénovation maison normande | 7 | 22 | 3.4 · top 5 |
| constructeur maison trouville-sur-mer (exact) | pos. 5 | pos. 1 | exact position 1 |
Source: Google Search Console, March vs July 2026, non-brand. “0” means the query didn't appear at all in March.
A complete rebuild, carried out page by page, without advertising and without ever taking the site down.
The Leverage Method's rule on this dossier. The signature first. It's the half-timbering that makes every town shine, not the other way round.
The visibility is won, and the next lever is already costed. The titles shown in Google, inherited from a site that never told its own story, need rewriting. It's the most profitable lever in the project, and it doesn't require winning a single position. A renovation job rarely bills under €10,000 to €15,000; a half-timbered house, several hundred thousand.
Two generations of sites. A .php site, then a theme-based rebuild, carrying a debt of 82 old erroring URLs.
The ceiling. Twelve months between 5,000 and 7,500 appearances. Authority (8/100) sits dormant.
The dossier starts. Scoping areas × trades, launch of the complete rebuild, heritage angle owned outright.
The first effects. +38% then +59% in appearances. The city pages go live, the messaging is realigned.
The acceleration. 13,080 appearances (×2.1). The half-timbering universe settles onto page one.
The record. 18,112 appearances, 428 clicks, in 29 days. Trouville lands the exact position 1.
The click project. Rewriting the titles shown in Google, city pages interlinked, the Honfleur pages, first authority links.
Phase 1 tripled the surface area. Phase 2 converts. The click first, then the city pages interlinked, ongoing authority, with a golden angle, heritage, that naturally draws citations and local press.
Data as of 29 July 2026 · Sources: Google Search Console (April 2025 → July 2026) and the technical audit from 29/07.
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trade queries captured in July, against 47 in January. Visibility was multiplied by 7.5 in six months.
Opening a load-bearing wall, creating a stairwell opening, underpinning foundations. Craftsmanship nowhere to be found on Google in early 2026. Not anymore.
MP Habitat does structural work at its most demanding. Load-bearing wall openings, stairwell openings, floor reinforcement, underpinning. Jobs where you're committing a building's structure, and the liability that comes with it.
The site, though, was a modern business card. Clean, fast, and silent. Google couldn't rank craftsmanship that was written down nowhere. Worse, the brand was drowned out by dozens of “MP” and “Habitat” companies across France, noise that first had to be filtered out just to know where things really stood.
A structural-work company doesn't sell “in Île-de-France”. It sells in Paris, in the Essonne (91), in the Seine-et-Marne (77), and every département has its own demand, competition and prices. The Leverage Method's rule applies here as everywhere else. Start where demand pays fastest.
In January, the site appeared 751 times that month on useful searches. In July, 5,633 times, seven and a half times more, and the curve is still accelerating (+40% between June and July). More importantly, the site now answers 386 different queries, against 47 in January. The vast majority simply didn't exist six months ago.
| Query | Jan.–Mar. appearances | July appearances | July position |
|---|---|---|---|
| rénovation bureaux d'entreprise île-de-france | 11 | 72 | 7.3 · first page |
| ouverture de trémie à paris | 1 | 31 | 7.3 · first page |
| ouverture de mur porteur à paris | 0 | 77 | climbing |
| plancher à l'italienne | 3 | 38 | 7.3 · first page |
| devis trémie | 4 | 28 | 10.7 |
| renforcement plancher paris 8 | 0 | 35 | climbing |
| entreprise bâtiment 77 | 0 | 17 | 10.8 |
| rénovation hauts-de-seine | 0 | 14 | 8.0 · first page |
| entreprise rénovation yvelines | 0 | 9 | 9.4 · first page |
Source: Google Search Console, non-brand queries with noise excluded, monthly appearances. “0” means the query didn't appear at all in the first quarter. Freshly published pages are still climbing.
No advertising. A site finally learning to say what it does, page after page.
The Leverage Method's rule on this dossier. Start where demand pays fastest, then expand département by département.
Systematic enquiry tracking was set up in April. First month of measurement, from 20 April to 19 May, 9 quote requests through the site, where nothing had been attributed to the site before. What matters most isn't the number, it's the precision. Every enquiry names a structural job. The scoping promised jobs, not visits: the forms prove it.
| Date | Département | Job requested |
|---|---|---|
| 20 April | 75, Paris | Stairwell opening created |
| 23 April | 93, Seine-Saint-Denis | Underpinning |
| 3 May | 93, Seine-Saint-Denis | Load-bearing wall opening |
| 9 May | 91, Essonne | Floor creation |
| 16 May | 75, Paris | Structural work on a load-bearing wall |
| 18 May | 94, Val-de-Marne | Underpinning |
| 18 May | 77, Seine-et-Marne | Stairwell opening |
| 18 May | 91, Essonne | Load-bearing wall opening |
| 19 May | 60, Oise | Load-bearing wall opening |
Source: log of inbound enquiries from the site's form, 20 April → 19 May 2026, identities removed.
The showcase site. A modern rebuild, but designed as a business card, with no trade content or local pages.
The low-water mark. ≈ 630 useful appearances a month. The craftsmanship exists, Google doesn't see it.
The dossier starts. Audit, filtering the homonym noise, services × départements architecture.
The foundations. Structural trade pages and first local pages by département. Captured queries go from 47 to 68.
The first enquiry. A stairwell opening in Paris, logged the very day systematic tracking begins.
The flow kicks in. 9 quote requests in 30 days, 6 départements, structural jobs only.
The acceleration. 4,014 then 5,633 useful appearances. 386 queries captured, eight times more than in January.
Phase 1 built the surface area, the site now exists across its whole trade. Phase 2 concentrates the effort where every place won is worth a job. The top 3 on core structural work, in Paris and the Essonne.
Data as of 29 July 2026 · Sources: Google Search Console (August 2025 → July 2026) and the site's enquiry log.
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trade-search traffic in one quarter. The site went from page 2 to page 1 of Google.
A prestige real-estate network, 61 consultants. On paper, more authority than the big luxury networks. In practice, almost nobody found the site without typing its name. A Formula 1 engine sitting in the garage. The Maison brought it out.
The site held a domain authority higher than the biggest luxury networks, established for decades. But Google saw it only as a business card, with non-brand traffic close to zero. All the domain's value sat dormant. A conventional agency would have sold content by the kilo. We sold the exploitation of a dormant asset.
Another sign that doesn't lie, the brand is settling into people's memories. They search for it misspelled, “bonapart immobilier”, “bon appart”, even “napoleon immobilier”. The site catches all of it. And the 61 consultants, searched for by name, bring in 675 clicks a quarter, +41%. Every new recruit mechanically strengthens the network's SEO.
| Query | Position | Signal |
|---|---|---|
| barre saint just rennes appartement | 2.4 | top 3 |
| maison trespoey pau | 5.3 | first page |
| domaine des fées vaux-sur-mer | 6.3 | first page |
| haras à vendre normandie | 7.3 | first page |
| vente maison dieppe vue mer | 8.5 | 358 appearances |
| propriété équestre à vendre normandie | 8.6 | first page |
| prieuré demeure ancienne | 10.8 | 4,089 appearances, on the threshold of page one |
Source: Google Search Console, non-brand queries for the quarter. Coverage lights up across France, from Dieppe to Pau, from Normandy to the Var, from La Baule to Biarritz.
The pilot, 38 unique pages produced in French and English, or 76 URLs, crossing every property type with every location. And for every theme, three reinforcing layers. The guide that captures the information search, the page that captures buying intent, the listings that close the deal.
Google is already showing property-valuation searches for La Baule with no page to answer them. The Valuation pages are business target number one, the ones that bring in sellers. And every page is structured from the outset to be cited by AI engines. When a client asks an AI for the best prestige agency in Normandy, the page that answers already exists, and it ranks.
Period tracked over the quarter, non-brand · Source: Google Search Console, FR and EN exports.
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visibility in six months, around twenty qualified enquiries coming in through the site. And a first deal signed, which alone pays for the service several times over.
Niche B2B, securing sites, land and car parks. In six months, the site went from a confidential presence to a real source of enquiries, with companies, property managers and local councils among the inbound contacts.
Access blockers, securing land and car parks. A niche trade, demanding clients, and a site that barely showed up anywhere. About 210 clicks a month, a confidential presence for nationwide expertise.
In six months, visibility was multiplied by 3.7, and by nearly 4 on France alone. Average position climbs sharply, on desktop as on mobile, where traffic was multiplied by more than 4. Several key pages went from almost zero to dozens, even hundreds of clicks, including the flagship product page, up from 4 to 115 clicks.
Over the period tracked, around twenty enquiries came in through the site. The profile is highly qualified and mostly B2B: private companies, property managers, local councils and public bodies. The names are shown in a meeting, not on a public page. Enquiries come from all over France, from Île-de-France to the Grand Est, from Normandy to Brittany and the South. A good share reached the quote or on-site visit stage, and a first deal is signed, with revenue that pays for the service several times over.
Period tracked from late 2025 to mid-2026 · Sources: Google Search Console and the site's inbound enquiry log.
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average order value. A site that went from zero to several enquiries a week, without a single piece of cold outreach.
For a year, this site brought in nothing. Zero traffic, zero enquiries, everything rested on word of mouth. A year later, it's now clients who find Horus, at the exact moment they're searching.
Zero traffic, zero leads, total dependence on word of mouth. And three walls standing in front of growth.
Around ten pages built in the highly specific trade vocabulary of contract packaging. Every page answers a search only a buyer from the sector would type, and that's exactly what filters the curious from the decision-makers.
Three months after the rebuild, the first searches convert. 353 clicks, 19,500 appearances, and the first inbound leads attributed to the site. In this trade, every form filled in carries an average order of €30,000.
Six months later, the site went from zero enquiries to several a week. At that order size, it doesn't take many to change a year.
Sources: Google Search Console and the log of inbound leads attributed to the site, rebuild from May to September 2025.
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visibility in a single month, and the page-one threshold crossed. Against a competitor with 109 times its traffic.
Management software for training providers, up against two giants established for years. The strategy doesn't attack them where they're strong. It takes the thousands of queries they left empty.
Facing Fresh Management, two leaders established for years. A head-on fight was lost before it began, and the whole strategy flows from that fact. Don't attack the giants where they're strong, attack where the ground is empty.
| At the start | Fresh Management | Leader No.1 | Leader No.2 |
|---|---|---|---|
| Domain authority (/100) | 35 | 71 | 74 |
| Keywords ranking | 93 | 2,054 | 1,841 |
| Monthly organic traffic | 413 | 45,127 | ≈ 15,000 |
| Brand searches per month | ≈ 0 | 27,000 | 8,500 |
Source: competitive audit from May 2026, Ahrefs data.
Three months after launch, the curve takes off exactly where the strategy predicted it would. And the editorial engine is proven. An article published right as a regulation changed generated 68 immediate clicks, at position 5, with a 12.6% click-through rate. When you publish on the right search at the right moment, the site surfaces within days.
| Topic family | May clicks | June clicks | Gain |
|---|---|---|---|
| Qualiopi and compliance | 38 | 64 | +68% |
| Resources and templates | 32 | 47 | +47% |
| Integrations | 20 | 31 | +55% |
| Comparisons | 2 | 11 | the family is born |
Source: monthly reporting by topic family, May vs June 2026. Another signal, the founder is now searched for by name in Google, even before his dedicated page went live.
A SaaS doesn't rank like an e-commerce site. The B2B buyer types their pain point months before comparing tools, and the site has to intercept them at every stage of the journey, the problem, the solution, the comparison, the decision. Two audits, a map of 859,000 searches a month and a prioritised action plan came before the first article.
The Leverage Method's rule on this dossier. We don't fund trench warfare against the giants. We take the thousands of queries they left empty.
Period tracked from May to June 2026 · Sources: Google Search Console, the competitive audit and monthly reporting by topic family.
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in annual revenue. One of the few companies in Europe to master both the production and distribution of temporary power.
The Paris 2024 Games ran on its power. €80M in revenue, 25 engineers in its in-house design office, and one rule: choose partners on the evidence. The dossier opened in 2026. The first exhibits will be written on this page.
Thirty minutes with Océane to find out whether the method applies to your trade. If it doesn't, we'll tell you. The Maison takes on five dossiers a quarter, and only accepts a dossier if the work can, one day, be shown on this page.
Free and without obligation. You will leave with a clear reading of your situation, whether we work together or not.
