Orange SEO Strategy

Bridging brand legacy and modern UX through SEO

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Problem Statement

Context
Orange, a brand with a strong and unique product history, needed to strengthen its digital presence. Despite a solid reputation, its online platforms weren’t fully optimized for discoverability or usability, creating friction for users seeking information and services.

Challenge
How might we improve the user experience of Orange’s digital ecosystem by aligning it with an SEO strategy that makes content easier to find, more relevant, and more efficient to navigate?

Objectives

Increase content visibility and accessibility through SEO-driven structure and navigation.
Ensure that users can quickly find the information, products, or services they’re looking for.
Streamline workflows for both customers and internal teams managing digital content.
Balance SEO requirements with a seamless, intuitive, and brand-consistent experience.

Role

My role was to design and build an SEO strategy not only to boost search visibility but also to enhance overall user experience. By combining user research, content strategy, and UX design, I worked to ensure that the digital touchpoints served both user needs and business goals effectively.

Fragmented experience

When individuals utilize search engines, they are often rerouted to unappealing support pages filled with information that fails to offer any resolution or answers for our users, who end up going in circles, bouncing from one page to another, which only amplifies user dissatisfaction.

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Tangled informations

Buried Features and Hidden Solutions. Unwieldy Navigation and lack of solution.

Research

Buried Features and Hidden Solutions. Unwieldy Navigation and lack of solution.

Sketch, Analyze, Repeat

Once we’re equipped with our user research and personas, we can move into an ideation phase, which requires flexibility and open-mindedness. I usually like to work with a multidisciplinary group: developers, front-end and back-end, analysts, and a product owner.

Design and test

A more reactive and visible Brand. We've simplified the navigation by providing direct access to our website features. Prototyping a module series and creating a Material template to fluidize the train workflow.

Connecting with our users

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woman in white collared shirt looking at the city during night time

man wearing white shirt with view of hills

orange canoe on lake surrounding with mountain at daytime

A woman in a phone booth is making a call.

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Design and test

Implementation of a real SEO strategy for the brand. Making our URLs user friendly, Avoiding duplicate content, optimising our content and images for all devices, we also focused on internal linking and Answering to our users questions. The solution will subsequently be extended to the entire orange customer area.

Evaluate

On June 27th, 2019 we launched the release of our first non-logged page, for a small number of users with early access. After showing that this didn't impact our key metrics negatively (but rather boosted them), we decided to roll out SEO pages for all customer centers and features. Overall, the project has laid a new foundation to boost exchanges between the brand and its users, increasing customer satisfaction.