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Founded more than 40 years ago, Candide is a premium B2B French brand that creates high-end products for baby care and parents’ sleep environment. The company’s other business activities include goods such as wooden furniture and middle segment goods. Candide traditionally targeted francophone countries, but the recent launch of their e-commerce branch lechoixdesbebes.com . allowed them to enter more market segments and move onto B2C sales.
Candide went online in 2017 when they decided to add a B2C storefront to their traditional B2B sales model.
Launching Le Choix Des Bebes—Baby’s Choice—website was a solution they needed to reach customers directly and compete with manufacturers who were also starting to leverage the power of digital for direct-to-consumer sales.
The initial site was launched without a promotional strategy, so its organic rankings, as well as sales, stalled for three years before the company decided to rebuild its site and enter the Google search results with a plan.
At the same time, Candide was looking to grow internationally. The company needed a way to evaluate potential foreign partners that could successfully expand its geographic reach.
In 2020, the Candide team rebuilt their website, migrating from Magento to PrestaShop. Next, it was time to rewrite the content and give the new site a head start.
They separated their digital efforts into three key areas:
Although Le Choix des Bebes’ website was fully remade, the Candide team knew their previous site’s performance was hindered by numerous issues.
This time, they made sure to run regular site audits and fix problems detected by Semrush’s Site Audit tool.
As an interim result, the Candide team immediately saw positive signs—the site’s UX appeared to be working better and customers noticed this.
To give their organic performance an even bigger boost, they made sure to do monthly backlink portfolio health check-ups with the help of the Semrush Backlink Audit tool.
Again, the team simply followed the tool’s lead—whenever they spotted a new toxic domain linking to Le Choix des Bebes’ site, they acted on it before Google could potentially downrank the site.
This way, the Candide team made sure nothing stood in the way of their online visibility, which was amplified through a spot-on content strategy.
The key goal here was to use the right keywords and improve the quality of product presentation (though descriptions) that matched the product quality itself.
This is where Semrush’s keyword research and analysis capabilities came in handy.
Some of Candide’s online competitors entered the digital realm long before the launch of Le Choix des Bebes. This made it hard for the newer site to rank for high-volume general keywords. So Candide needed to find workarounds—and they did it by answering the most popular questions around their products.
The Candide team managed to build a keyword research workflow that they use each time they need to develop new topic ideas and ways to beat their rivals’ in organic search:
3. Explore competitors' keyword portfolios through the Semrush Organic Research report. The tool shows which keywords a competitor’s page ranks for. This information helps enrich their content with more keyword variations and raise the page’s ranking odds:
4. With a preliminary keyword list at hand, they sorted it by search volume and keyword difficulty metrics that reflected user interest and competition level.
5. Next, they picked search terms that had maximum demand and the lowest competition.
As an extra layer that would help to outrace the competition, the Candide team made sure to choose long-tail keywords.
For instance, through the research via the Keyword Magic tool, they discovered that optimizing content for a “high chair in wood” keyword wasn’t the smartest strategy. Instead, they targeted a longer-tail keyword “wooden high chair Scandinavian style”, and saw impressive results—in a little less than six months, the page's organic traffic doubled from 3,000 visits to 6,000.
“Since we started using Semrush, our keywords are much more targeted and we are seeing much more traffic and activity. Hence, our content performance is also now much stronger than ever before,” shares Baptiste Gouraud, e-commerce project manager at Candide.
At Candide, keyword stats do not only determine the future direction of content creation. They also impact their localization strategy.
The content for Le Choix des Bebes was originally created in French. Therefore, the initial keyword research is also run in the same language.
When they localize the titles, descriptions, and other textual site elements, they cannot simply use direct translations. And it’s not just because some words, phrases, and expressions translate differently.
For instance, English has various ways to say “baby cocoon”—such as “baby nest”, “baby lounger”, or “baby pod”.
To choose the most relevant and high-impact keyword for translation, they use keyword stats from the Semrush Keyword Overview tool to find the best option, such as the keyword that has higher monthly searches and lower competition level.
As we see, “baby nest” is a much more popular term in the U.S. and is more preferable despite a higher (yet achievable) keyword difficulty score.
“We do not want to lose a single drop of our performance, so rank tracking is something we allocate time to every single day”, says Jade Anxoine, digital development manager at Candide.
For each newly created site page, the Candide team sets up rank tracking via the Position Tracking tool—to pre-empt any significant ranking drops and take action whenever they see a negative ranking trend. The tool sends daily ranking updates and sends an alert whenever significant changes in positions occur.
The Candide team uses traffic intel to research potential partners and ensure they choose the right e-commerce sites for further international growth.
Once again, they set up a process that helped them to evaluate each potential partner’s compatibility with their brand:
1. The team does a quick audit of the website’s visibility and performance. Stats from Semrush’s Domain Overview report help to unwrap the key specs: traffic, keyword breakdown, advertising strategy, and more.
2. If the potential partner shows promising signs—high traffic, efficient digital strategy, relevant keyword portfolio—The Candide team takes its exploration further by, reviewing the site’s UX, traffic generation strategy, and geo coverage in more detail. For this, they use insights from the Traffic Analytics tool.
Thanks to these insights, Candide managed to unwrap new partners in several countries, including Poland, Bulgaria, UK and UAE.