Groupe SEB optimizes its international SEO strategy with Semji
+59%
increase in monthly content traffic
+228%
increase in monthly content conversions
84%
of all content now drives SEO traffic
Groupe SEB is the global leader in small domestic equipment, bringing together 33 iconic brands such as Mirro, WearEver, Obh, Dash, Calor, All-Clad, and WMF. Present in 150 countries, the Group manages over 200 websites, including 90 e-commerce platforms.
Every second, 13 products are sold worldwide, representing 416 million products marketed per year. With leading positions in over 37 countries across all continents, Groupe SEB ranks first in multiple product categories and regions.
Company
Groupe SEB
Client
Antoine Pourron, SEO Manager
Industry
Home Appliances
The challenge
In late 2019, Groupe SEB launched its first e-commerce websites, initiating its SEO strategy. The company operates with a decentralized organization, where each market manages its own media budget and decides independently how much to allocate to SEO.
This structure leads to significant SEO maturity disparities between countries, making it challenging to deploy a consistent international strategy.
Antoine Pourron, as Central SEO Manager, had a clear mission: to oversee the global SEO strategy while empowering local teams to adapt it to their markets. His responsibilities included:
- Monitoring international SEO performance,
- Driving the technical SEO roadmap for European websites,
- Providing strategic support to all markets (agency selection, tools, processes…).
To accelerate adoption, Groupe SEB sought an international SEO solution capable of managing a large number of sites, brands, and users, while remaining easy to use for teams often unfamiliar with SEO best practices.
Objectives
- Diversify traffic sources by targeting more competitive, non-branded keywords.
- Accelerate content production with a centralized and efficient platform.
- Empower local teams to autonomously create editorial content, especially buying guides and TOFU/MOFU content, while maintaining global brand consistency.
Our actions
Two-phase onboarding: first with the central team and EMEA markets during an 8-month pilot, then expanding to AMERICAS and APAC regions.
Focus on category pages and supporting editorial content, structured in semantic silos and buying guides.
Integration of Semji’s AI+ features, including AI+ Brand Voice and AI+ Knowledge, to enhance brand consistency and content relevance.
Training and ongoing support to drive SEO adoption across more than 60 workspaces
What if your content became a real lever for global impact and performance?
Results
+59% monthly growth in SEO-driven traffic
Thanks to a structured content strategy focused on category pages and buying guides, Groupe SEB significantly increased organic traffic across dozens of workspaces, achieving much higher results than previous agency-led initiatives.
Semji data
+228% increase in monthly conversion growth
With more relevant, targeted, and scalable content, Groupe SEB saw a sharp rise in conversion rates across its markets. This growth has proven sustainable, with content designed from the start to drive business results.
Semji data
84% of content now generates SEO traffic
Content created or optimized with Semji shows a strong ability to sustain organic visibility. Nearly 9 out of 10 pieces of content now generate SEO traffic, demonstrating a highly effective, user-intent-driven content strategy.
Semji Data
7x faster content creation
The use of generative AI within Semji now reduces content production time by a factor of 7, cutting it down from a full day to just one hour — from keyword research to final validation.
Groupe SEB data
-80% content cost reduction
By relying on Semji, Groupe SEB has significantly decreased its dependence on external agencies, while gaining greater autonomy, responsiveness, and control over production costs.
Groupe SEB data
2x to 8x estimated ROI
Compared to a 100% human agency-driven approach, content production with Semji delivers up to 8 times higher return on investment, while maintaining both quality and brand consistency.
Groupe SEB data
