Orchestrating SEO, paid search/paid social, and CRM to multiply e-commerce profitability

Context

Rollout of a full-funnel strategy combining SEO, paid search, and paid social, aimed at strengthening organic authority on key queries, capturing qualified purchase intent, and generating a continuous flow of high-value traffic.

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Overhaul of the CRM setup with advanced segmentation and a lifecycle logic, to optimize conversion, retention, and the use of a unified database on an international scale.

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Solution

Search synergy (SEO & paid search)

• Semantic and technical optimization of strategic pages on high-volume generic queries, to establish Maison Close's organic authority in its space.
• Creation of new landing pages targeting high-purchase-intent transactional keywords, to expand the SEO capture surface and mechanically reduce reliance on paid.

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Paid social & awareness

• Activation of Social Ads campaigns aligned with the brand's sensual, premium universe, to feed the top of the funnel and fuel a continuous flow of brand queries.
• Synchronization of paid search bids with paid social key moments, to secure the conversion of the qualified traffic generated during the discovery phase.

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CRM & retention

• Complete overhaul of the CRM flow architecture (welcome, loyalty, cart abandonment) with fine prospect/customer segmentation to deliver the right message at the right moment in the lifecycle.
• Optimization of triggers, filters, and sending conditions, combined with contact-pressure rules (delays, smart sending) to preserve deliverability and base engagement.
• Support on centralizing the international Shopify accounts into the France base: data migration and cleanup, multi-country/multi-language restructuring of the flows, and adaptation of the CRM conditions to this new unified architecture.

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