SEO for SaaS
Adobe Express
Ioana Raduta
HR Manager at Adobe
Monthly traffic growth
Top 3 keywords growth
Top 10 keywords growth
Scaling Adobe Express SEO in France by localizing US campaigns, tightening technical and semantic foundations, and shipping content that matches real French intent.
Overview of our SaaS Case Study
Adobe Express is a flagship creative product from Adobe, competing on high intent design, templates, and content creation queries.
The mission was to scale SEO growth in France by adapting proven US campaigns to French search behavior, different intent patterns, different SERP formats, different expectations.
Awilix led the execution across three layers, technical and semantic audits to identify blockers and opportunities, content creation to ship localized pages that match French intent, content optimization to improve existing URLs already close to the top positions.
This was not about publishing more content blindly, it was about shipping the right pages, targeting the right query clusters, tightening semantic mapping, and improving performance signals where they matter, titles, structure, internal linking opportunities, content depth, CTR drivers, and iteration based on results.
Outcome, measurable growth in both traffic and rankings distribution, from 431K to 724K monthly visitors in one year, with Top 3 keywords growing from 9,600 to 13,500, and positions 4 to 10 expanding from 15K to 20K.
A clear system, audits, execution, optimization loop, results.
The Challenge
US SEO plays could not be copied as is, French intent and SERP patterns required localization.
Competitive query clusters needed stronger topical coverage and cleaner semantic mapping.
Scaling content required consistent quality, brand alignment, and operational coordination.
Technical and semantic issues had to be prioritized, fixed, and validated across a large site environment.
Growth needed to show up in real rankings distribution, not just more indexed pages.
SEO Work Delivered for Adobe Express
Strategy for Adobe Express
I scaled Adobe Express SEO for the French market by translating proven US campaigns into French search demand, then reinforcing semantic structure and technical execution to improve rankings distribution and traffic.
Market First Localization
Mapped French intent patterns, adapted US topics, angles, and page formats, ensured the content matched what French users actually search, not a direct translation.
Semantic Coverage and Topic Architecture
Built clearer query clustering and page targeting, reduced overlap, strengthened topical authority across key design, templates, and creation themes.
Content Production and Optimization Loop
Shipped new localized content and improved existing pages, titles, headings, internal linking opportunities, on page depth, and CTR drivers, based on performance feedback.
Technical and Editorial Alignment
Validated technical and semantic priorities with stakeholders, ensured implementations were consistent, measurable, and scalable across the Adobe Express ecosystem.
Results
Localization shipped, rankings improved, traffic followed.
From September 2023 to September 2024, Adobe Express France grew from 431K to 724K monthly visitors, while expanding its Top 3 and Top 10 keyword footprint across strategic query clusters.
SEO Growth over 6 months
Organic Clicks, per day
Before: 431,000
After: 724,000
+70%
Top 3 keywords
Before: 9,600
After: 13,500
+40%
Top 10 keywords
Before: 24,600
After: 33,500
+36%
SEO sales, per month
Before: 862
After: 1,448
+68%.
CTR on strategic pages
Content optimised
SEO Sales, per month
The Squad
Jean-Romain Noel
Head of SEO/GEO
Guillaume Dessenne
COO Awilix
Guillaume Zehren
Head of Development
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