How L’Atelier d’Amaya Structured an SEO & GEO Strategy and Gained Autonomy in a Highly Competitive Market

INDUSTRY

Luxury Retail

Challenge

Because Google is a major traffic driver, L’Atelier d’Amaya’s SEO faced multiple challenges. They needed to:

• Sustainably grow organic traffic
• Anticipate key commercial periods (shopping season, Valentine’s Day, Mother’s Day, etc.) with visible and high-performing pages at the right time
• Simplify cross-team processes and reduce dependence on technical resources
• Grow SEO expertise internally

All within a complex technical environment:

• A legacy site migration with URL changes
• Open facets designed to capture mid- and long-tail traffic
• The need for clear prioritization and measurable actions

Two years ago, L’Atelier d’Amaya chose to begin working with Botify, seeking a solution that combined analysis, action, and autonomy.

Solution

L’Atelier d’Amaya relies on the Botify suite to manage its entire SEO strategy from analysis to execution, including reporting and the anticipation of new search behaviors related to GEO.

Large-scale optimization deployment

With Botify, the team implemented numerous structural optimizations, including:

• Hiding unnecessary pages
• Adding and optimizing internal linking (breadcrumbs, link blocks)
• Fixing incorrect links after the site migration
• Replacing pages returning 301/302 redirects
• Optimizing structured data
• Cleaning up more than 13,000 non-indexable pages (removing them and fixing redirect issues)

These actions helped strengthen alignment between the website and Google’s crawling and indexing requirements.

Anticipating seasonal events

Seasonal periods represent a key business opportunity for L’Atelier d’Amaya. Their goal was clear: encourage Google to crawl and index pages ahead of these peak moments.

Actions implemented:

• Integration of internal linking blocks at the bottom of category pages
• Improved discoverability for both visitors and all search/AI bots
• Preparing pages several weeks before events

Observed results:

• +5% increase in internal links per category page
• Increased crawl frequency before key periods
• Top 3 rankings for strategic queries (e.g., “men’s jewelry Black Friday,” “women’s bracelet Black Friday”)

SEO & AI search: Preparing for tomorrow’s use cases

Beyond traditional SEO, L’Atelier d’Amaya is anticipating changes in search behavior and the rise of AI-powered search engines.

Using AI Visibility, Botify’s newest GEO solution, the team can:

• Identify pages crawled by AI bots and measure the associated share of traffic
• Track brand mentions and citations across AI search engines
• Analyze prompts and questions associated with strategic queries

But the utility goes beyond monitoring alone.

L’Atelier d’Amaya leverages AI search insights from Botify to guide its content strategy. These data points allow the team to rely on:

• Prompts generated in reports to create FAQs on product pages
• User-generated questions to identify new content opportunities
• Top keywords from Google Search Console integrated into Botify to enrich category pages (PLPs)

In line with this approach, L’Atelier d’Amaya decided to increase its editorial publishing pace, with stronger focus on identified opportunities.

Results

SEO as a core business lever

The success criteria defined by L’Atelier d’Amaya are clear: organic traffic growth, strong performance during commercial peaks, growth of non-branded traffic, and increased team autonomy.

Traffic growth

• 1.5 million clicks in 2023, 72% brand-related
• +35% average annual growth
• +19% clicks in 2025 vs. 2024, with a growing share of non-brand traffic

Non-branded performance (2025 vs. 2024)

• +46% unique keywords
• +46% impressions
• +26% clicks

Greater autonomy and resource savings

In 19 months, L’Atelier d’Amaya completed 167 optimizations, 76% of which were deployed directly by the internal team.

With Botify, L’Atelier d’Amaya structures and manages its SEO to support growth challenges, seasonal performance, and innovation related to AI-powered search.

“This partnership with Botify allows us to evolve with confidence and agility in a constantly changing digital environment.” — Laure de Gorostarzu, CEO and Co-founder of L’Atelier d’Amaya

This experience underscores this long-term partnership serving a clear vision: making SEO and GEO a driver of business performance, today and tomorrow.