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CASE STUDY · BRANDING & E-COMMERCE SEO

An e-commerce catalogue optimised for Google, Bing and LLMs

Branding, e-commerce SEO and development. The client began ranking on a new domain, with impressions rising within the first two weeks.

Bouma · Energy

bouma.ma
Measured results

What the numbers show

229Impressions
24,3Average position
8Organic clicks

Last 30 days · new domain · Google Search Console

Proof & screenshots

Early Search Console signals

Bouma — Google Search Console, new domain (8 clicks, 229 impressions, position 24.3)

New domain indexing

Search Console on a fresh domain: 8 clicks, 229 impressions and position 24.3 — first impressions within the first two weeks.

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The context

The starting point

Bouma sells online on a recently registered domain — so with no history, no accumulated authority and no backlinks.

The challenge

What needed solving

To make an entire catalogue visible on a new domain, both to conventional search engines and to the assistants that now cite products in their answers.

Our approach

How we went about it

  1. 01

    Branding

    Visual identity and brand positioning.

  2. 02

    E-commerce SEO

    Catalogue structure and product pages optimised at scale.

  3. 03

    Optimised for LLMs

    Pages designed to be usable by Google and Bing as well as by conversational assistants.

  4. 04

    Next step

    Authority built through backlinks and mentions from B2B suppliers.

Brand kit

The Bouma visual system

A reference document for applying the identity across the site, the store and product materials. Palette and typography taken from the live theme bouma.ma.

01

Positioning & vision

Bouma — Creative Energy Solutions : an energy business that presents itself as creative and approachable rather than technical and cold.

“Creative Energy Solutions” — the brand has to read as a modern energy solution, not an industrial equipment catalogue.
  • WarmthA solar orange carries the energy; the deep burgundy anchors it and keeps it out of “startup” territory.
  • Catalogue clarityHundreds of product pages readable by Google and Bing as well as by conversational assistants.
  • New domainNo accumulated history: visual and semantic consistency does all the work of establishing credibility.
02

Colour system

Values taken from the live theme's CSS variables — --brand-orange, --header-bg, --footer-bg.

Bouma orange #D9643A Symbol, header and footer accents, energy elements
Accessible orange #BF4A26 Button background — the lighter orange fails 4.5:1 on cream
Deep burgundy #3D0513 Header text, footer background, the brand's dark anchor
Night ink #070017 Highest-contrast logo variant, editorial backgrounds
Cream #E7E5DA Header background, primary surface, breathing room between sections
Off-white #F5F4EB Text on burgundy, product cards, reading areas
03

Typography

Two families: Halfre for headings, Geist for UI and body text.

Display / headings

Bouma — Creative Energy Solutions

Halfre · headings and hooks · burgundy #3D0513 on cream
UI / buttons

Explore our solutions

Geist · 400 · off-white on accessible orange #BF4A26
Body

Energy solutions built to last, described product by product — for search engines and for assistants alike.

Geist · 300/400 · burgundy on cream or off-white
04

Logo & variants

A six-pointed energy star, set alongside the wordmark and the “Creative Energy Solutions” signature. Three approved backgrounds.

Bouma logo on cream
On cream #E7E5DA — primary use, header & site
Bouma logo on burgundy
On burgundy #3D0513 — footer and dark areas
Bouma logo on night ink
On night ink #070017 — maximum contrast
05

Usage rules

Contrast checked on the pairings the theme actually uses.

Do

  • Burgundy #3D0513 on cream #E7E5DA for body text — 13.5:1.
  • Off-white #F5F4EB on burgundy for dark areas — 15.5:1.
  • Accessible orange #BF4A26 as button background, text in off-white.
  • Reserve the orange for the symbol and accents: it carries energy, not reading.
  • Halfre for headings, Geist for UI and body — no third family.

Don't

  • Orange #D9643A as text on cream: 2.85:1, below the AA threshold.
  • A dark wordmark on burgundy or ink — use the inverted variant.
  • Placing the symbol over a busy photograph without a protective block.
  • Stretching the lockup: the symbol and wordmark keep their proportions.
Tools & technologies

The stack used

Design

FigmaWireframes & design system
Adobe IllustratorVisual identity

Analysis & tracking

Google Search ConsoleSEO
Google Analytics 4Analytics
SemrushKeyword research
Screaming FrogTechnical audit

Reporting

Looker StudioDashboards
Google Tag ManagerTracking
What we delivered

The scope

  • Branding and visual identity
  • E-commerce SEO across the whole catalogue
  • Hundreds of product pages optimised for LLMs as well as for Google and Bing
  • Social media set-up: story templates, carousels, Reels covers and highlight icons
  • Next step: authority through backlinks and mentions from B2B suppliers
Other case studies

See also

PADDIK™Shopify store and colour refresh — a premium padel brandShopify & identityOddoOrganic leads against Atlanta, Sanlam and AxaWeb, SEO & designMorocco Classic ToursSemantic rebuild and migration — more than 20 qualified leads a monthSEO & rebuild

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