Ergonomia

Julien's site was neat and aesthetic, but limited to a landing page and a contact page. No semantic architecture, no silo, and therefore no SEO hook possible.

At the same time, we identified a problem specific to its market: most companies are looking for concrete hardware solutions (ergonomic chairs, exoskeletons, office equipment) at the expense of structural and organizational approaches. Julien's core business, on the other hand, is just the opposite.

Competitive analysis and strategic positioning

We started by analyzing Julien's direct competitors, in mainland France as well as in Réunion. All had a much more developed structure:

• Pages dedicated to each service
• Well-referenced informational content
• Positioning oriented to the equipment

So we decided to build a double SEO positioning :

1. A site structured around its real services: organizational diagnosis, ergonomic audit, managerial support.
2. A series of SEO pages invisible from the menu, but accessible via Google, centered on Popular searches related to ergonomic equipment.

Building a hidden SEO tunnel

Since the target audience is not necessarily typing in the right keywords, we anticipated:

• Creation of specific pages responding to requests such as “best ergonomic chair for call center”, “ergonomic workstation in construction”, etc.
• These pages include An educational speech : they deconstruct ready-made solutions and subtly reorient the user towards Julien's approach, which is more global and sustainable.

This approach allows Julien to reaching a “cold” audience in the research phase, while guiding them progressively towards his method and its consulting services.

Domain migration: total foresight

During the project, Julien wanted Change domain name, moving from ergonomics.re unto ergonomia.re.
We immediately incorporated this change into our strategy in order to:

• Preparing 301 redirects from the old URLs
• Preserving important backlinks
• Don't lose accumulated SEO signals

This change was planned before new content is deployed, thus avoiding any loss of visibility or indexing.

The approach allowed Julien to become known as an expert in organizational ergonomics, rather than just a hardware dealer.

Its new pages now attract qualified traffic, which came both for “office layout” requests and for more advanced queries on absenteeism or internal reorganization.

He got his first appointments as early as the fourth month of the service, when the site began to appear regularly in the first pages of Google, both on keywords related to ergonomics in the broad sense and on the more specific themes addressed in its hidden content.