B2C SEO and product category optimization for a 170-year heritage lubricants brand in France — delivering triple-digit growth across all key metrics in just 4 months.
A 170-year heritage brand in the automotive and industrial lubricants space needed to modernize its digital presence in the French market. Despite strong brand recognition in motorsport and automotive circles, the brand's organic search performance was underperforming relative to its market position. The challenge was to leverage the brand's heritage authority while optimizing for modern B2C search behaviour across vehicle lubricants, engine oils, and industrial oils product categories.
We restructured the product catalogue for search intent, creating optimized category pages for vehicle types, oil specifications, and use-case scenarios. Content was developed in French targeting the full range of lubricant-related queries — from vehicle-specific oil recommendations to industrial application guides. Product pages were enhanced with specification tables, compatibility data, and structured markup for rich results. The brand's 170-year heritage and motorsport credentials were woven into content to differentiate from generic competitors. Technical optimizations focused on page speed, mobile experience, and French-language SEO best practices.
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