Divide and conquer
In response to changes in search engines, we split up Glastint’s digital ecosystem to protect and significantly increase local lead generation for its franchisees.
The Challenge: A Technical Ecosystem That Was Hindering Acquisition
Glastint, a long-standing franchise network, faced a major challenge: integrating its automotive (B2C) and construction (B2B and B2C) businesses onto a single web platform. This integration created complex user journeys and diluted the site’s semantic authority in Google’s eyes. With search engines undergoing major changes (the rollout of AI-generated summaries), sweeping action was needed to protect and grow franchisees’ business volume.
The Firstcom Method: Hybrid Architecture and Massive Local Networking
Semantic Separation
To clarify the message for both Google and users, we separated the offerings. The original domain (glastint.com) was dedicated to the automotive sector, while the subdomain (habitat.glastint.com) focused on the construction and residential markets.
Local Reach
For a national brand, a single page per retail location is not enough. We deployed a full-fledged network of standalone local sites for each franchise location. These sites are enriched through the intelligent integration of national content. Thanks to meticulous management of the site architecture, we increased the number of geolocated pages while strictly avoiding any penalties related to duplicate content.
Targeted Acquisition
Today, these local ecosystems have become the brand’s primary organic entry point. This dense network captures local search intent with unprecedented precision, driving down acquisition costs and drastically increasing conversions.
Results After 8 Months Online
Despite a search landscape disrupted by new artificial intelligence interfaces, the results for the automotive sector prove the model’s effectiveness:
+61% increase in quote requests
sent directly to franchise centers.
A 36% increase in the overall visit rate
a major achievement, given that the main domain no longer drives traffic for the construction business.
+27.6% traffic
from search engines, validating the new technical architecture with search algorithms.
Do you manage a franchise network?
If your current web architecture is hindering local lead generation for your franchisees, let’s discuss it. We’ll audit your platforms to align your technical infrastructure with your acquisition goals.
* Sources : Matomo.org + Glastint Intranet (period analyzed: Jan. 1, 26, to Aug. 25, 26)
