Le Chameau is a prestigious brand known for producing luxury Wellington boots for over 90 years. The audience for Le Chameau is country enthusiasts, including those living in cities who venture to the country on weekends, with an interest in fieldsports and outdoor activities.
Salience identified that the Le Chameau website was not satisfying the range of user intents for purchasing premium Wellington boots. Salience’s overall objective was to increase Le Chameau’s online footprint to aid customers with different shopping preferences and serve these pages as effectively as possible to search engines.
In this campaign, we went beyond our targets and delivered huge traffic and revenue gains.
Salience identified that the website was not satisfying the range of user intents for purchasing premium Wellington boots. There were gaps in targeting across terms including activities, colour, width and collections.
Due to a site redevelopment into a headless single-page application, search engines struggled to crawl and index the website. The platform also suffered from poor Core Web Vital scores.
A major reason why Wellington boots are purchased is to serve a functional purpose or to be used for an activity. Despite the outdoor demographic, there were no targeted commercial pages for country activities.
As a result, Salience created the following activity pages
Pages weren’t as accessible for both users and search engine bots as they could be. To improve this, Salience worked on page speed and improving how content was served and rendered.
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