How EssilorLuxottica achieved substantial time savings and reduced costs with Botify

INDUSTRY

Luxury Retail

CONTENTS

• CHALLENGE

• solutions

• results

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EssilorLuxottica is a global leader in the design, manufacture, and distribution of ophthalmic lenses, frames, and sunglasses. They have an unparalleled portfolio of 150 brands, including Ray-Ban, Oakley, Persol, Oliver Peoples, Sunglass Hut, and LensCrafters. With headquarters in Paris, they have a global community of 190 000 employees around the world.

Challenge

Managing multiple brands with a decentralized, siloed setup

With a portfolio of globally well-known brands, each with hundreds of thousands of pages, a fragmented SEO set-up, and multiple agencies, the team at EssilorLuxottica realized quickly they needed a solution that could support their growing team, centralize their efforts, improve productivity, and help them build processes to better understand their websites’ hygiene and elevate their visibility.

Organic traffic has always been a priority for EssilorLuxottica with one simple goal: improve their brands’ visibility. To increase visibility, the team recognized they needed help with finding existing issues impacting their organic performance. Having worked with Botify in the past, the team lead at EssilorLuxottica, Federico, knew the importance of truly understanding one’s websites to optimize crawlability and visibility. Onboarding Botify as their trusted search partner was therefore a no-brainer.

Solution

The Botify Analytics platform combined with a dedicated team of industry leading experts

Having multiple brands meant that EssilorLuxottica SEO efforts were split between multiple teams. To improve efficiency, the teams started leveraging Botify Analytics as their single source of truth to monitor their website’s activity and technical health, and fix all 404 pages, broken links and missing meta tags. With all data in one place, the team was now able to build reports they could share across teams and brands, fostering a better collaboration. By leveraging the wealth of data they can access with Botify, the team now has a better understanding of what ranks the highest, brings the most revenue and occupies SERP as much as possible. They can now make informed decisions and drive traffic and bots to the pages that drive the most revenue.

To prevent excessive crawling of wasteful pages, EssilorLuxottica leveraged Botify’s LogAnalyzer to analyze Google’s crawl behavior and take proactive measures. By identifying crawl patterns in advance and updating their robot.txt and sitemap, they were able to block low-value URLs before they wasted valuable crawl budgets, optimizing their site’s indexing efficiency.

In addition to being power users of the platform themselves, the team’s dedicated Search Success Managers at Botify have been invaluable partners in defining and shaping winning search strategies throughout the years. In addition, each month, they host a workshop where they go through all EssilorLuxottica’s properties down to every detail. The Botify team shares insights from the most recent crawls, points out any issues or errors, tracks KPIs and host training sessions to other team members when needed.

Results

A centralized SEO process, improved website health, and reduced costs

After onboarding and implementing Botify, the team at EssilorLuxottica was able to centralize and bring their SEO in-house, reducing the number of agencies they relied on. As a testament to excellent performance, the team has seen remarkable growth - a team of one has evolved to a team of seventeen across their portfolio of brands. During the partnership, the team has achieved substantial time savings and reduced costs.

Prior to Botify, accessing their data took months and sharing it with the right stakeholders was cumbersome, resulting in inefficient collaboration. However, with one source of truth and the right automation in place, the team now has instant access to all necessary information. Botify enables seamless sharing of data with team members who don’t use the tool, fostering collaboration and significantly boosting productivity between team members and brands within the EssilorLuxottica family. With multiple brands in their portfolio, proper and fast data sharing has been imperative for the EssilorLuxottica team to ensure alignment, boost productivity, empower decision-making, and maximize overall business impact.

With Botify, the team can now monitor crawls to avoid index bloat and wasting valuable crawl budgets, and significantly reduce crawl times - saving approximately two weeks per website. The optimizations have enhanced their crawl budgets and boosts overall efficiency.

With new robust processes and a clear SEO strategy, the EssilorLuxottica team is gearing up to expand their efforts into AI platforms, with their dedicated SEO experts at Botify as key partners in establishing a strong presence in AI search. Search has always been one of the most important channels for the company and its expansion to new AI platforms brings incredible opportunities to continue growing their organic traffic, engaging consumers in meaningful AI-powered conversations, and capitalizing on new revenue streams.

"Our next goal is to dominate the AI search space and Botify is the best possible partner to get us there with their unparalleled innovations and search expertise." – Federico Rebeschini, Global Head of SEO & Performance, EssilorLuxottica

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