Evaluating the Effectiveness of e-Commerce SEO Strategies: The Case of l'Occitane-en-Provence

Abstract

This study explores the impact of Search Engine Optimization (SEO) strategies on the e-commerce performance of l'Occitane-en-Provence in two francophone markets: France and Tunisia. While extensive research addresses SEO effectiveness across different industries, empirical studies specifically examining SEO performance on e-commerce sites in varied regional contexts remain scarce. Addressing this gap, we evaluate SEO adaptations on the French and Tunisian websites of l'Occitane-en-Provence, using a descriptive and analytical research design over six months. Our methodology uses keyword analysis, alt tag optimization, and performance metric assessments to analyze website visibility and search engine rankings. Findings reveal significant improvements in organic traffic and search rankings due to targeted keyword and alt tag strategies, along with areas for further development in mobile optimization and technical SEO. This study underscores the complexities of sustaining a strong online presence beyond borders, necessitating tailored SEO approaches to address diverse customer needs. We provide a summative table and actionable insights to inform managers for enhancing SEO performance.