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Case Study
Le Figaro: Using AI to optimize organic content by +119%.
+119% Discover organic traffic thanks to content analysis via the Google Natural Language API, cross-referenced with Search Console in BigQuery. A dashboard was used to refine Le Figaro's SEO strategies to target the best-performing themes.
Context & Objectives
SEO needs
Groupe Figaro, publisher of Le Figaro, Madame Figaro, Le Figaro Magazine, CCM Benchmark and Gala, wanted to improve its organic visibility on Google Discover, a personalized news feed without active search. Le Figaro needed to analyze its editorial content to identify key performance factors on this platform, cross-referencing advanced semantic analysis with Search Console data in BigQuery. It also wanted an interactive dashboard enabling its editorial teams to monitor performance in real time and optimize their content. To achieve this, Le Figaro called on Starfox Analytics, experts in data analytics applied to digital content.
Method & Solutions
Methodology
We used the Google Natural Language API to analyze content on the Le Figaro site, identifying the key semantic and thematic attributes influencing their performance in Google Discover. This data was cross-referenced with Search Console metrics in BigQuery, enabling us to establish precise correlations between content characteristics and engagement results. Seven key criteria were audited in collaboration with editorial teams. To facilitate exploitation of these insights, an interactive dashboard was developed, offering real-time performance monitoring and guiding editorial strategies to maximize impact on Google Discover. Daily reporting of purchase data within Google Ads helped to reduce the cost per conversion by 23% and increase ROAS by 19%. It also increased Meta conversions by 41.2%.
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Consultants
They took part in this Customer Business Case.
Fadoua Tarbouchi
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