Brief
Strengthen online presence and organic performance
Uniforme Expert, a company specialized in selling medical uniforms, wanted to improve its online visibility and attract more qualified traffic to its Shopify store. In a competitive environment where organic search is a key acquisition lever, Maze was mandated to run a full SEO audit to identify optimization opportunities and structure an adapted strategy.
- +23%Sales
- +42%Conversion rate
- +196%Sessions
Goals
Attract qualified traffic and improve conversion
The project aimed to increase site visibility in search engines while attracting users with clear purchase intent.
The goal was also to establish a solid SEO foundation able to support long-term growth—improving both traffic quality and conversion performance.
Tools and partners
Complexity and challenge
Position in a specialized, competitive search ecosystem
The medical uniforms sector relies on highly specific search behaviors. Users don’t browse exploratively like in traditional eCommerce: they often arrive with a precise intent tied to their profession, a functional need, or technical constraints.
The challenge was therefore to align site structure with these search intents. It wasn’t only about optimizing keywords, but structuring the full experience to answer targeted queries—often linked to professional roles, specific uses, or precise criteria such as comfort, durability, or compliance.
Add to that a highly competitive environment where several players aim for similar terms. The challenge was to create clear differentiation in search results while improving content relevance to capture a qualified audience.
Complexity also lay in the interdependence of SEO and UX. A poorly organized structure can hurt user experience and site indexing alike. It was therefore essential to rethink page hierarchy, category logic, and content depth to optimize both navigation and organic performance.
Finally, the project needed to lay foundations for a durable strategy. Beyond one-off optimizations, the goal was to build an SEO foundation able to support long-term growth—making it easier to add new content, categories, and positioning opportunities.
Approach
Technical audit and semantic strategy
The mandate began with a full SEO audit of the Shopify store, including technical performance, page structure, existing content, and search engine positioning.
This analysis identified the main improvement axes, both technical and semantic. Maze then defined an optimization strategy to improve site structure, content relevance, and keyword use related to medical uniforms—while strengthening site authority through a backlinking approach.
Solution
An SEO strategy structured around intent and performance
The strategy relied on a global approach to align site structure, content, and technical foundations with user search intents. Architecture was first restructured to better organize categories and subcategories according to real customer uses. This hierarchy strengthens site readability, improves navigation, and makes indexing easier for search engines.
Key pages were reworked to integrate a coherent semantic strategy. Each piece of content was optimized to answer specific queries related to medical professions, while keeping reading fluid and user-oriented. SEO tags were reviewed to better structure information and strengthen how search engines understand the site.
Technically, optimizations improved overall site performance—especially by making crawling and indexing easier. The goal was to create a more stable, high-performing environment able to support organic visibility.
In parallel, a backlinking strategy was deployed to strengthen domain authority and improve search positioning. This approach consolidates site credibility while increasing growth potential. Finally, all recommendations were designed as an evolving system. The structure lets Uniforme Expert add new content, categories, and SEO entry points without compromising overall coherence.
- +23%Sales
- +42%Conversion rate
- +196%Sessions
Results
Better visibility and more qualified traffic
Thanks to this strategy, Uniforme Expert now benefits from stronger visibility in search results.
The site attracts more qualified traffic—users with precise needs and stronger purchase intent—contributing to improved conversion performance.
The brand now has a solid SEO foundation to support long-term growth.
“I love working with the Maze team. They are super professional, attentive, and extremely efficient. Their incredibly clear support really makes the difference. I recommend these champions without hesitation!”
Uniforme Expert
