Brief
Improve visibility and performance of the Shopify site
Projet Acier, a brand specialized in metal structures and urban glass structures, wanted to strengthen its online presence and improve Shopify site performance. In a context where organic search plays a key role in acquiring qualified clients, Maze was mandated to run a full SEO audit and define an optimization strategy adapted to its market.
Goals
Attract qualified traffic and improve conversion
The project aimed to improve the site’s search engine ranking to attract visitors genuinely interested in the products and services offered. The goal was also to optimize product and collection pages to make navigation easier, improve the user experience, and increase conversion rate.
Tools and partners
Complexity and challenge
Structure a technical site to match search intent
The metal structures and urban glass structures sector involves specific searches, often tied to concrete projects, technical constraints, or custom needs. The challenge was to align site content with these search intents—structuring information to answer precise queries while remaining accessible and understandable.
Complexity also lay in balancing SEO and user experience. A well-ranked site must be optimized for search engines and offer clear, intuitive navigation for visitors. The challenge was therefore to rethink site structure, page hierarchy, and content to create a coherent system that supports both visibility and conversion.
Approach
Full audit and alignment across content, structure, and technical SEO
The mandate began with a deep SEO audit of the Shopify site, including technical performance, page structure, and existing content. Maze identified key optimization opportunities—especially around collection structure, product page quality, and internal linking coherence.
A strategic reflection then aligned site content with user search intent, structuring pages around relevant themes and targeted keywords. The approach also integrated a UX dimension to ensure SEO optimizations improve navigation and overall site comprehension.
Solution
Global optimization of the site and content strategy
The solution relied on complete Shopify site optimization combining technical, structural, and editorial actions. Product pages and collection pages were reworked to improve SEO relevance and conversion ability. Content was optimized to answer user queries while making reading and understanding easier.
Site structure was redesigned to improve indexing and strengthen internal linking, helping search engines better understand relationships between pages. Technical optimizations were also implemented to improve site speed, mobile performance, and overall accessibility. Together, these interventions created a solid SEO foundation aligned with the brand’s growth objectives.
Results
Better visibility and stronger performance
Thanks to this strategy, Projet Acier now benefits from stronger SEO and increased search engine visibility. The site attracts more qualified traffic, pages are better structured, and the user experience is improved—directly contributing to higher conversions. The brand now has an optimized site able to support growth and establish a lasting position in its market.
“The Maze team really listened to what we needed. We did a full redesign and they made sure it looked great and worked well too. Big thanks to everyone involved!”
Projet Acier
