# 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**.