Project Overview
LeMieux is a well-known equestrian brand offering a wide range of premium products, from saddle pads and riding apparel to horse care accessories. With a focus on combining style and practicality, LeMieux designs products to improve comfort and performance for both the horse and the rider, making it a favorite among equestrians around the globe.
Goal
LeMieux’ main aim was to increase its online presence across the US, UK, and European markets and strengthen its position as a premium equestrian brand. While the company already had strong visibility for branded keywords, the priority was to target non-branded, high-intent terms that would attract new segments of the equestrian community. They also required our expertise for a smooth domain migration and to keep their existing SEO value and user experience.
Solutions
Collection Page Optimization (Saddle Pads)
We identified “saddle pads” as a key product category with strong search potential (1700 SV), making it the ideal starting point for collection page optimization. First, our team performed extensive keyword research to uncover subcategories and popular variations that matched riders’ specific needs. Next, we redesigned and refined these collection pages by:
By focusing on this core category first, we positioned LeMieux for higher visibility among both casual and competitive riders seeking premium saddle pads.After, we created additional collection pages following the same logic as we had for the saddle pad-related collection pages. All pages covered a wide range of product categories—from numnahs to boots, bandages, headcollars, fly hoods, rugs, saddlery and tack, and grooming and care.
Smooth Domain Migration
Our team helped LeMieux to successfully transition to its new domain (from https://lemieuxproducts.com/ to https://www.lemieux.com/) without sacrificing hard-earned SEO equity and brand authority. This process involved:
Hreflang Implementation
LeMieux targets multiple regions (UK, Ireland, Europe, US, Australia, South Africa, UAE, etc.) and offers select content in French and Dutch, alongside British and American English. To make sure users from each region see the most relevant version of the site, we implemented hreflang tags at both the language and regional levels. Since certain markets, such as continental Europe, can’t be consolidated under a single country code, we included each country separately. This strategy maximized the visibility in local SERPs, directed visitors to the correct language or region-specific pages, and kept the SEO authority for the global audience.
Link Building and Authority Growth
Our link-building initiatives focused on acquiring high-quality backlinks from relevant, industry-focused websites. We secured 192 new backlinks through these targeted efforts with an average Domain Rating (DR) of 45. This improvement contributed to boosting LeMieux’s overall authority.
Results
By addressing technical SEO concerns, targeting purchase-intent keywords, and refining the core product and category pages, LeMieux successfully expanded its reach across the US, UK, and European markets.
These efforts made the domain migration smooth while keeping - and even increasing - previous visibility and traffic levels. By focusing on improving user experience, internal linking, and regional keyword optimization, LeMieux continues to grow and build its reputation as a top equestrian brand worldwide till now.
When we first began our work with LeMieux, their monthly organic traffic was at 102,387. After completing the domain migration and implementing key SEO strategies, traffic initially peaked at 124,927 in November 2024 before settling at 105,082 - reflecting a 2.6% increase from the original baseline. Despite fluctuations, these figures demonstrate a stronger performance post-migration.
LeMieux organic traffic before migration:
LeMieux organic traffic after migration:
Initially, LeMieux had 2,425 keywords ranking in the top 10. Following the domain migration and targeted optimizations, that figure climbed to 3,254 resulting in a 34% increase. This broader keyword coverage played a key role in increasing visibility and attracting new audiences in the US, UK, and Europe.
LeMieux keywords in top 10 positions before migration:
LeMieux keywords in top 10 positions after migration:
When the project began, LeMieux’s Domain Rating was 46. Through a strategic blend of technical SEO enhancements and targeted link-building - acquiring new, high-quality backlinks from relevant equestrian resources - the brand’s Domain Rating rose to 52, marking a 13% improvement.
LeMieux domain rating before migration:
LeMieux domain rating after migration:
