Project Description

eZsign, a Quebec-based electronic signature solution hosted in Canada and compliant with Bill 25, entrusted its strategy to our SEO agency in Montreal for a complete mandate combining onsite optimization and offsite promotion. The challenge was clear: to position a local SaaS platform for electronic signature requests against American giants with disproportionate budgets. The mandate first had to deal with a delicate operation, a domain migration, before tackling a WordPress site enriched over the years with product pages, comparisons, resources and campaign landing pages, suffering from an architecture where several pages aimed at the same intention, a lagging technical performance and an authority to consolidate in two language markets.

Technical optimization and indexing: cleaning up the WordPress

architecture An in-depth audit via Google Search Console, URL exploration and analysis tools highlighted overlapping intentions, competing pages with each other and a crawl budget dispersed on the residues of past campaigns. Our intervention allowed us to regain control:

  • Complete mapping of indexed pages, then page-by-page arbitration: retention, merging, redirecting or exiting the index of weak or redundant content, in order to redirect the crawl budget to the pages that actually carry the acquisition.
  • Clarification of canonical tags and revision of the management of URL parameters, to group signals on the main pages rather than their variants.
  • Extensive reinforcement of the internal linking: a dense network of contextual links between feature pages, comparisons, articles and conversion pages, designed to guide the user, prioritize strategic pages and naturally distribute authority towards the content that converts.
  • Rigorous handling of the bilingual structure: exact language matches, own indexing of the French and English versions, and consolidation of signals between the domains and subdomains that make up the brand’s ecosystem.

Domain migration: transfer authority without losing

anything A domain migration is one of the riskiest operations in SEO: poorly executed, it erases years of accumulated signals in a few days. The transfer was carried out with the rigor that this type of switch requires, so that eZsign changes address without sacrificing its history:

  • Exact match between old and new URLs, processed one at a time rather than through a generic redirect to the homepage.
  • Implemented a clean 301 redirect plan, covering both languages and variants of the old domain, to preserve semantic correspondence page to page.
  • Normalized protocol and subdomain variants, clarified canonicals, and reported the address change to engines.
  • Tracked indexing and positions until the migration is fully absorbed, with immediate correction of discrepancies spotted in Search Console.

Rich snippets and structured data: occupying more space in the results

The markup has been the subject of in-depth work, because in a market where the user compares several solutions before choosing, the way a page is displayed in the results weighs as much as its position. A wide deployment of rich snippets has been set up to maximize the area occupied in the SERPs and the readability by the response engines:

  • Comprehensive schema.org markup: organizational entity, software product (SoftwareApplication), breadcrumbs, editorial content and frequently asked questions.
  • Deployment of structured FAQs on key pages, to capture rich snippets and answer questions directly about the electronic signature.
  • Rigorous consistency between the data declared and the content displayed, a sine qua non condition for Google to validate and display rich snippets.
  • Structuring of facts in an extractable way, to promote the citation of eZsign by AIs and LLMs when comparing electronic signature solutions.

Performance and Core Web Vitals: a project in its own right

The performance has been the subject of dedicated work, well beyond a simple cache plugin installed at the end of the project. The optimization focused on the three determining metrics. The LCP was attacked by rethinking the order in which critical resources are loaded, the processing of banner images and the display of fonts. The CLS requested space reservation work on injected elements after the initial rendering, a frequent cause of layout jumps on sites combining forms, banners and third-party tools. The INP required to reduce the JavaScript load executed on load, based on a complete inventory of third-party scripts.

This is an essential performance and readability foundation for a professional audience that evaluates a tool in a few seconds, often from a mobile device.

Monthly and bilingual offsite campaign: building authority in two markets

eZsign is aimed at French-speaking Quebec as well as the rest of English-speaking Canada, two markets with distinct vocabularies and buying arguments. Compliance with Bill 25 is decisive in Montreal, secondary in Calgary, where Canadian hosting and cost take over. Our backlink offsite campaign takes this into account, with a monthly production conducted in parallel in both languages:

  • On the French-speaking side, articles rooted in the Quebec business, technology and compliance ecosystem, where eZsign’s local positioning is a real editorial angle rather than an advertising argument.
  • On the English-language side, work based on Canadian data sovereignty and cost comparison with American platforms, two topics that interest sector publications regardless of the brand.
  • Contextual and natural anchors, never forced on a query, placed on relevant and credible media.
  • A sustained pace rather than a one-off acquisition: a regular campaign builds an authority that resists algorithm updates, where a spike in links immediately falls.

Digital positioning for a local

solution The global GEO strategy aims to make eZsign visible at the precise moment when a company is looking for a local alternative that complies with international platforms where it is needed… By sanitizing the architecture, consolidating authority on high-value pages, maintaining performance metrics and fueling a continuous offsite presence in both languages, eZsign is gaining ground where its competitors are structurally weak: local accuracy and regulatory relevance.

Through lossless domain migration, comprehensive technical optimization, extensive deployment of rich snippets, controlled Core Web Vitals performance, and a bilingual offsite campaign that is still ongoing, eZsign seeks to increase its qualified traffic, conversions, and visibility, both on Google and in AI and LLM responses…