Isidore Leroy: 62% more SEO revenue in one year

Isidore Leroy, a high-end panoramic wallpaper house, generated 62% more SEO revenue than the year before in January 2026, with 50% more clicks and impressions on the blog on the same year-on-year comparison in June 2026, and more than double the number of SERP Features held over the course of the engagement. These results come from an SEO engagement run by Growth Room on Google between July 2025 and July 2026.

About Isidore Leroy

Isidore Leroy designs and sells high-end panoramic wallpapers. The company sells directly to individual customers, in France and internationally, and also works with interior architects, who specify its products in the projects they run for their own clients.

This is a product chosen slowly, and chosen by eye. A panoramic covers an entire wall and commits a significant budget: research stretches over time, buyers compare visual worlds before comparing prices, and the average order value is high. Two consequences for acquisition: a visit rarely converts the same day, and the image counts as much as the text in the decision to click.

The starting point

The company relied too heavily on paid. As long as acquisition rests on media spend, every additional sale requires additional budget, and visibility stops the day the campaigns stop. The objective was to build a source of traffic that is owned rather than rented.

That growth had to come from non-brand search, in France and abroad. Brand queries only collect demand that already exists. What the company wanted was to appear in front of people describing a project, a room or a style without knowing the house, and through that to reach both high-value projects and interior architects.

SEO: building non-brand acquisition

Technical fixes

We started by fixing the site's technical issues. That is the precondition: on a visual, multilingual catalogue, technical errors limit how pages are discovered and how content is used by the search engine, whatever the quality of the editorial work that follows.

Optimising transactional pillar pages

Work then focused on the transactional pillar pages, the ones that carry the offer and trigger the purchase. These are what turn a visit into revenue, not editorial content. Prioritising them is why the gain is measured first in revenue: 62% more SEO revenue than the year before, in January 2026.

Generating non-brand traffic

In parallel, we developed content and queries outside the brand, on both target audiences: individuals with a project in mind and interior architects. The blog serves as the entry point for those exploratory searches, upstream of the purchase. It records 50% more clicks and impressions than the year before, in June 2026.

Strengthening EEAT

In a high-end market, the credibility of the source weighs on rankings as much as on the purchase decision. We strengthened the site's experience, expertise, authority and trust signals, so that content is attached to an identified house rather than to an anonymous page.

Holding the results page

The outcome is not limited to a ranking position. The brand is established on the first page of Google on its queries, and the number of SERP Features it holds has more than doubled during the engagement. For a product chosen by eye, that visual presence on the results page decides part of the click before the visitor even reaches the site.

Results

• +62% revenue generated by SEO in January 2026 compared with the year before.
• +50% clicks and impressions on the blog in June 2026 compared with the year before.
• Number of SERP Features held more than doubled during the engagement, with an established presence on the first page of Google.

The engagement ran from July 2025 to July 2026. It followed a consistent order: fix first, then optimise the pages that sell, then widen the demand captured beyond the brand.

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