How a Spanish manufacturer reached the first page of Google in France and started receiving quote requests
Our client is a Spanish manufacturer of heating pads for animals that wanted to sell in France. We built a French-language online store designed from day one around how its products are searched for there.
Today it ranks on the first page of Google France for 13 searches about heating pads for dogs, and that is where its quote requests from breeders, businesses and private customers come from.
A good product, but unknown in France
The manufacturer was already selling its heating pads in Spain. France was the next step: a country with many dog breeders, kennels and dogs that sleep outdoors in winter.
The problem was that nobody in France knew the brand. With no distributors and no physical store, the only way to reach those customers was to show up on Google when they search for what it makes.
The challenge: find out how these pads are searched for in French, build a store that answers those searches and turn visits into quote requests.
What made this project different:
- Another language and another market: translating was not enough. We had to know the words a French breeder actually uses.
- A technical product: several sizes, flat or raised versions, constant or regulated temperature, and regulators of different power.
- Few searches, but very decided ones: according to Semrush, each variant of "plaque chauffante chien" gets around 20 searches a month in France. Whoever searches for it already knows what they want.
- A sale that goes through a quote: many customers want to know the price including shipping before they buy.
In such a specific niche you don't need to rank for hundreds of keywords. You need to be at the top for every way people search for the product.
Few searches, but each one can be an order.
Understand how people search in France
We did keyword research based on the manufacturer's products: what French people call a heating pad ("plaque chauffante", "plateau chauffant", "dalle chauffante"), what they need it for (chiots, élevage, chenil, niche) and which technical details they look for (sizes, thermostat, régulateur).
A structure that answers every search
With those searches we built the store structure: one category for constant-temperature pads, another for regulated-temperature pads and another for accessories.
Inside, one product page for each size (40x35, 60x40, 90x41 and 120x40), flat or raised, and for each regulator. Anyone searching for a specific size lands straight on the right product.
Turn visits into quotes
The home page and the contact page invite visitors to ask for a quote. The customer writes in, receives the price including shipping, the technical sheet and the instruction manual, and can keep the conversation going by email or WhatsApp.
Searches first, then the store
The project was built from the ground up: before creating a single page, we knew which search each one would answer.
Six quote requests from Google, and two accepted
The store runs no ads and has no other acquisition channel: every request comes from customers who find it on Google.
Who asked for a quote
Between 4 November 2025 and 3 November 2026 the store received 6 quote requests, all in French:
- A business that wanted 2 pads of 58x38 and 2 regulators, and accepted the quote.
- A private customer in Gironde who asked for a raised 90x41 pad with a regulator and shipping included, and accepted the quote.
- A cocker spaniel breeder who asked for the price list.
- Two people who asked about specific sizes (60x40 and 120x40) and how to install them.
- One enquiry about how the pads work.
Almost all of them ask for a specific size and regulator: they arrive knowing what they want to buy.
First page on Google France
The store's position on google.fr on 4 November 2026:
| Search | Position |
|---|---|
| plaque chauffante 120x40 | 1st |
| plaque chauffante chien | 3rd |
| plaque chauffante pour chien | 3rd |
| plateau chauffant chien | 3rd |
| plaque chauffante chiens | 4th |
| plaque chauffante chien avec thermostat | 4th |
| plaque chauffante chien régulateur | 4th |
| plaque chauffante élevage chien | 5th |
| plaque chauffante chenil | 5th |
| plaque chauffante animaux | 6th |
| plaque chauffante chiot | 6th |
| plaque chauffante niche chien | 7th |
| dalle chauffante chien | 7th |
For the main searches, only two specialist pet equipment stores rank above it, and large marketplaces such as Cdiscount rank below.
Source: the store's Google Analytics 4, "organic search" channel, 01/11/2025–31/10/2026: 139 visits, 95 from France. It only counts visitors who accept analytics cookies, so real visits are higher.
To sell abroad, first find out how people search for you there
Keyword research comes before the website
Knowing the words French customers use decided the categories, the product pages and the copy. The store was built for those searches.
One page per product and size
Someone searching for a "plaque chauffante 120x40" lands on that pad's page. It is the search where the store ranks first.
In a niche, a few well-chosen visits beat many
With around 140 visits from Google in a year, the store received 6 quote requests and 2 acceptances.
Selling abroad requires building trust
When buying from a foreign brand, customers look for reviews and company details. Reviews matter as much as rankings.
Get ready for the season
Searches peak in winter. The website and prices should be ready before the cold arrives.
Want to sell your product in another country?
We study how your products are searched for in the country you want to reach and propose a website designed to get you found and get you quote requests.