Context

Allure works on complex, large-scale projects including architecture, interior design, real estate strategy, innovation, project management, and sustainability. They support clients from the definition of needs to final delivery, combining both global expertise and local execution.

They operate across the EMEA region in multiple languages and therefore need strong visibility on Google, particularly in the UK and France. The challenge: stakeholders come from many countries, and English (and sometimes French) is not always their first language—meaning the search terms used can vary significantly.

Objectives

All goals were pursued in both English (UK) and French (France):

• Define a relevant keyword strategy in English and French

• Develop strong semantic clusters (keyword groups organised by theme)

• Monitor ranking of the most strategic keywords for core website pages and future blog content

• Translate the website into English and French based on the semantic studies
  
  

Methodology & Deliverables

Strategic keyword definition based on customer personas

• Close collaboration with sales teams to understand personas and language used

• Creation of a list of ~100 keywords per language, organised by Allure’s service areas

• Validation and prioritisation of keywords

• Grouping of keywords into semantic clusters (known in French SEO as “cocons sémantiques”)

Translation and localisation

• Website translation from English into French (10,000 words)

• Creation of a semantic cluster map in Miro

• Translation of a white paper (FR>EN) on employees returning to the office after the pandemic in the consulting sector (7,400 words)

• Development of a landing page for the white paper download (in EN and FR)
  
  

Key Figures

• 17k+ words translated (EN>FR and FR>EN)

• 240 keywords analysed (difficulty, search volume, intent, etc.)

• 14 semantic clusters developed

• SEO optimisation of website pages

• SEO editorial calendar covering all Allure’s services