How Ebay strengthened its organic visibility thanks to Botanik

PROBLEM

Ebay wanted to improve the performance of its product pages in an ultra-competitive environment, especially in key categories. The site also needed to improve its SEO structure to maximize product discoverability and generate qualified traffic. The mission specifically focused on the French market, with a clear objective: to generate more B2B leads through the organic channel.

OBJECTIVES

• Increase organic traffic volume on strategic product pages.

• Improve internal linking and user experience on mobile and desktop.

• Generate more clicks to transactional pages.

• Generate qualified B2B leads in the French market.

We deployed a strategy with three major axes:

1 — TECHNICAL AND SEMANTIC STRUCTURING

A complete audit identified flaws in the site architecture. We then:

• Optimized the depth of priority category pages.

• Deployed rich semantic markup (schema.org, JSON-LD).

• Consolidated thematic clusters around major product families.

2 — PRODUCT PAGE OPTIMIZATION

We improved the content of product pages so that they respond to search intentions:

• Added unique and SEO-optimized descriptive content.

• Integration of frequently asked questions (FAQ) to enrich the lexical field.

• Strengthening of internal linking to similar or popular products.

3 — EDITORIAL CONTENT STRATEGY

To capture more traffic at the top of the funnel, we created a blog focused on "buying advice" and "comparison guides".

• Writing evergreen content on flagship categories.

• Creation of seasonality pages (e.g., back-to-school promotions, Christmas, etc.).

• Intelligent connection between articles and transactional pages.

In 3 months, Ebay saw very clear results on its organic performance: