France at Home

French Grocer Grows Google Clicks by 2.6x with Strategic SEO Overhaul

Fixing the technical and content fundamentals helped this French grocer show up more, load faster, and deliver a superior customer experience.

increase in Google Search clicks

increase in Google search impressions

About the Brand

France at Home is Australia’s largest importer and retailer of authentic French groceries. As a direct importer, this family-owned business offers an unmatched selection of French pantry staples, treats, and hard-to-find favourites—available online for delivery nationwide or in-store in Melbourne. With deep roots in the French-Australian community, France at Home makes authentic French flavours accessible and affordable for everyone.

Challenge

France at Home’s organic growth was being held back by a mix of technical and content issues. Many product descriptions were duplicated or poorly translated from other sites, weakening content quality across the site. Over 400 URLs suffered from painfully slow loading times, and thousands of indexable product tag pages were cannibalizing keywords with key brand and category pages. Outdated navigation and clunky site structure made it difficult for customers to browse and buy—creating friction at every step of their journey.

Strategy

We focused on the fundamentals—content, technical SEO, and user experience:

Conducted a comprehensive site audit to identify core performance issues
Established new quality standards for product descriptions to ensure they were original, helpful, and aligned with customer needs
Optimized on-page elements and cleaned up metadata throughout the site
Recommended and implemented critical performance fixes: upgraded hosting, CDN setup, image optimization, cache plugin installation, and plugin cleanup
Removed over 1,000 indexable product tag pages to eliminate keyword cannibalization
Completely redesigned the site with improved navigation, layout, and category structure
Implemented an ongoing process to rewrite and enhance product content

Results

After 3 years, France at Home saw major improvements in organic search performance:

2.6x more clicks from Google Search
3x more impressions, indicating stronger keyword visibility
A cleaner, faster, and easier-to-navigate website, improving user satisfaction and paving the way for higher conversions

With a strong SEO and UX foundation now in place, France at Home is well-positioned to further grow its online presence and serve more customers across Australia.

Testimonials

OUR HAPPY CLIENTS

“We’ve been with Online Officer for years now and could not be happier! From IT, to social media, google ads, SEO etc. they are our go-to! Looking forward to achieving many more goals with you guys. Thanks.”
Jordan
Shakers on Wheels
“I’ve worked with Online Officer for over 5 year and their service has been consistently remarkable. Carla and her team are true professionals. I wouldn’t hesitate to recommend Online Officer to anyone looking for great virtual service.”
Grace
Financially Empowered
“Online Officer have been doing bookkeeping for my business for years now – they provide incredible value, and were by far the most affordable option I could find. The quality of work is great, I’ve never had any problems. I don’t have to worry about my bookkeeping as I know it’s being taken care of efficiently and accurately. Any questions I have are always answered promptly. Highly recommend Online Officer.”
Neva
Calm Store
“We are thrilled with the level of support and professionalism we received from the Online Officer staff. Their prompt assistance and clear communication have made our experience seamless and enjoyable. Thank you for your excellent service!”
Robert
France at Home
“Am extremely happy with Carl and the team who built the website. And the marketing team that are doing an amazing job on SEO!! Their expertise, professionalism, and attention to detail truly exceeded my expectations. My website turned out beautifully, and I couldn’t be happier with the results. Thank you for your outstanding work!”
Niño
Classic Gelato
“Our growing partnership with Online Officer is perhaps one of the smartest business decisions that our organisation has made for 2017. We are fortunate to have a wonderful team to support our core business operations…”
Jacob
GoldstarRV