SEESZN

01 · BuildCase Study

3,590organic clicks
in 3 months.

How SEESZN built an e-commerce and search architecture from the ground up for French Beret.

SEO · E-Commerce · Information Architecture · Content

752K
Google impressions
3,590
Organic clicks
Avg. 7.1
Average position
245
Live products
Client
French Beret
Period
3 months
Website
french-beret.com
French Beret in black, cream and brown in a calm product composition on travertine stone

02Overview

The case in
20 seconds.

Brand
French Beret
Business model
E-Commerce
Starting position
Building a new search-driven commerce system
Goal
Systematically capture organic demand and create scalable shop structures
Approach
SEO, E-Commerce Architecture, Editorial Search
Scope
245 live products, collections, advice hub
Outcome
752K impressions · 3,590 clicks · avg. position 7.1
Measurement window
3 months

03Starting Position

No legacy SEO.
A system from the ground up.

French Beret wasn't a classic SEO relaunch project. Shop structure, commercial landing pages, product architecture and editorial content could be designed together from day one.

The goal wasn't to fix individual rankings after the fact. It was to build an e-commerce structure in which search demand, navigation, products and content share the same architecture.

Search wasn't bolted onto the shop. Search became part of the shop.

04Architecture

From search demand to shop architecture.

Six layers, one structure. Each layer builds on the previous one so demand, categories, products and content don't develop in isolation.

  1. 01

    Search Demand

    Understand relevant search demand and search intent.

  2. 02

    Collection Architecture

    Translate demand into logical commercial categories.

  3. 03

    Product Coverage

    Make relevant products discoverable through clear structure.

  4. 04

    Editorial Content

    Answer information needs and build expertise.

  5. 05

    Internal Connections

    Meaningfully connect commercial and editorial pages.

  6. 06

    Organic Discovery

    Create more relevant entry points through search.

Taxonomy dimensions

  • Material
  • Color
  • Target audience
  • Style
  • Product type
  • Care
  • Fit

05Range

245 Live Products.

Not 245 isolated URLs, but a commerce system of products, collections and editorial entry points.

Product overview of different French Beret models and colors in a filtered list view
Conceptual visualization of the system architecture.

Collections by

  • Material
  • Color
  • Target audience
  • Style

Editorial Search

Content around selection, styling, use and care.

06Result

Three months of search.

Four values from one source, measured in the same window. The data doesn't support more metrics, and it doesn't need to.

752,000
Google impressions
3,590
Organic clicks
Avg. 7.1
Average position
3 months
Measurement window

Source: Google Search Console, the shop's property. Documented measurement window of 3 months.

No extrapolation.

07System

The system building blocks.

Four building blocks carry the system: product coverage, collection structure, editorial layer and storefront. They interlock rather than sit side by side.

Conceptual visualization of the system architecture.

Product overview of different French Beret models and colors in a filtered list view

01

245 Live Products

Broad product coverage creates commercial entry points for different search intents.

Illustration of a beret collection organized by material, color and style

02

Collection Architecture

Products are structured across relevant dimensions such as material, color and style.

Editorial advice hub with content on styling, materials and care for berets

03

Advice Hub

Editorial content answers information needs around selection, styling and care.

Editorial e-commerce presentation of French Beret with navigation, brand statement and entry into the shop

04

Storefront

Commerce, brand and organic discoverability are treated as one connected system.

08Learnings

What worked.

  1. 01

    Architecture before content volume.

    A clear structure carries further than a large volume of unstructured content.

  2. 02

    Commerce and content as one system.

    Products, categories and content all pay into the same demand.

  3. 03

    SEO starts before the first blog post.

    Taxonomy, navigation and internal linking are part of the search strategy.

  4. 04

    Continuity over one-off actions.

    Search results come from continuous optimizing, measuring and improving.

09Methodology

How we measure.

Search data is evaluated over a fixed measurement window. We show the values measured directly in the data source used, and separate documented results from interpretation.

Measurement source
Google Search Console, the shop's property
Measurement window
3 months
Metrics
Impressions · clicks · average position
Reporting
Directly measured values, no extrapolation
Data as of
August 2026

Avg. position 7.1 is the average position across all queries in Google Search Console. It doesn't mean individual keywords rank at position 7.1, and it isn't a ranking for any specific keyword.

10Next Step

How visible is
your commerce system?

Find out where your brand stands today in Google and AI Search, and which bottleneck to solve next.

Start First Move

French Beret: 752,000 Google impressions, 3,590 organic clicks and an average position of 7.1 in a measurement window of 3 months. Source: Google Search Console.