+287% organic traffic and a CAC cut in half in 7 months

An online store came to us because its growth depended entirely on advertising: every sale cost a purchased click, and profitability eroded as bids kept rising. In 7 months, organic traffic nearly tripled, acquisition cost was cut in half, and the product pages started getting cited in AI answers. [À VALIDER — tous les chiffres de ce cas sont à confirmer avec le client.]

Context

The client runs an online store in a competitive market, with a catalog of several hundred SKUs. [À VALIDER — secteur précis, taille du catalogue, positionnement du client.] The product sold, but at a price: an acquisition mix dominated by paid, where every euro of revenue depended on a euro of advertising.

It's the classic problem of e-commerce on a paid-ads drip: as long as the budget runs, sales come in. The day you switch it off, everything stops. The client was looking for an acquisition channel that appreciates over time instead of getting more expensive — which is exactly what organic SEO delivers when it's built properly.

The challenge

The initial audit revealed three structural weaknesses:

• Invisible product pages. Descriptions duplicated from the supplier, zero unique content, no Product markup. Google had no reason to prefer these pages over those of ten identical competitors.
• A chaotic category architecture. Category pages too thin, cannibalization between URLs, almost no internal linking. Authority was diluted instead of being concentrated. [À VALIDER — détail des problèmes d'architecture constatés.]
• No presence in AI search. Queries like "best [product] for [use]" returned third-party comparisons and competitors — never the client.

The goal: build an organic channel capable of carrying growth without depending on the ad budget, and capture the new recommendation queries flowing through the AIs. [À VALIDER — objectifs contractuels exacts.]

Our approach

The engagement followed the four steps of the LUWIZ Method.

The most profitable decision was to treat buying guides as AI-citable content. A "how to choose [product]" page, well structured into self-contained passages, ranks on Google, captures a buyer in the consideration phase, and becomes a source ChatGPT or Perplexity can cite. One page, three channels — the best effort-to-visibility ratio on the market.

Results

The most structural change isn't a traffic number: it's that dependence on paid receded. The client was able to reinvest part of the ad budget into margin or into new products, because organic now carried a growing share of sales — a share that doesn't get more expensive with every bid. [À VALIDER — répartition exacte du mix d'acquisition à confirmer.]

Testimonial

[À VALIDER — citation à confirmer avec le client.] "We lived under the constant threat of rising ad bids. Today, one in two sales comes from organic, and it doesn't cost us a single extra click each month. LUWIZ gave us our margin back."

— [À VALIDER — nom, fonction, entreprise]

E-commerce has everything to gain from building a solid organic base. To dig deeper, see our e-commerce expertise, our SEO service or all our results.