Improving Organic Visibility and Revenue for an Australian Workwear & PPE Retailer

This case study is based on SEO work completed for an agency client in the Australian workwear, corporate clothing, and personal protective equipment industry. For confidentiality, the client name has been omitted.

The client operated in a highly competitive e-commerce category where organic visibility played an important role in attracting high-intent customers. Many of their target keywords were commercial and transactional, meaning users were already searching for specific products, brands, or workwear solutions.

The main objective was to improve the client’s search visibility on Google, increase qualified organic traffic, and help turn stronger keyword rankings into measurable website performance and revenue growth.

The Challenge

The workwear and PPE market is highly competitive, with many established brands and retailers competing for the same product-related search terms.

The client needed to strengthen their presence for high-intent keywords related to workwear, corporate apparel, safety footwear, and PPE. Their competitors were outranking them for important search terms, which meant the client was missing out on impressions, clicks, website traffic, and potential sales.

The goal was not just to increase rankings for the sake of visibility. The focus was to rank for keywords that had commercial value and could help bring more qualified users to the website.

The SEO Approach

To improve the client’s organic search performance, I worked across on-page SEO, technical SEO, and off-page SEO.

On-Page SEO

The on-page work focused on improving the relevance and structure of key website pages so they could better target commercial and transactional search terms.

This included:

Optimising page content for target keywords
Improving metadata, including title tags and meta descriptions
Reviewing page structure and keyword alignment
Strengthening internal page relevance for product, category, and brand-related searches
Supporting search intent by making sure important landing pages matched what users were looking for

Technical SEO

The technical SEO work focused on making the website easier for search engines to crawl, understand, and index.

This included:

Reviewing crawlability and indexing issues
Supporting structured data implementation through schema markup
Checking canonicalisation to reduce duplication issues
Reviewing technical elements that could affect organic visibility
Monitoring search performance and index coverage through Google Search Console

Off-Page SEO

The off-page strategy focused on building stronger external signals around the brand and its key product categories.

This included:

Link-building opportunities
Digital PR and brand mention support
Business citations
Directory submissions
Relevant forum and Q&A platform activity
Supporting social signals where relevant

The strategy was designed to improve organic visibility while also building broader trust and authority around the website.

Tools Used

The SEO work was supported by a mix of analytics, keyword research, competitor research, and visibility tracking tools, including:

SEMrush
Ahrefs
Google Search Console
B2B directories
Forums and Q&A platforms

These tools helped identify ranking opportunities, monitor keyword movement, review competitor visibility, and measure performance over time.

The Results

The SEO work helped the client improve visibility for important commercial search terms and achieve stronger website performance during the reporting period.

From April 1, 2025, to July 31, 2025, compared with the previous period, the client saw clear growth from organic search:

Organic search sessions increased by 15.82%
Organic search purchases increased by 27.48%
Organic search revenue increased by 28.28%
Organic search active users increased by 10.87%
Organic search generated $58,371.46 in revenue, up from $45,501.57 in the previous period

Organic search remained the strongest traffic source, contributing the majority of sessions, purchases, and revenue during the period.

The campaign also supported broader website performance. Total website revenue increased by 25.55%, while total purchases increased by 29.26% compared with the previous period.

In SEMrush, the website also showed improved keyword visibility, including ranking in the #1 position for several commercial and product-related keywords with strong search volume. These included keywords related to corporate workwear, work boots, safety shoes, and product collections.

Key Takeaway

This SEO campaign showed how a structured search strategy can help an e-commerce business compete in a crowded market.

By combining on-page optimisation, technical SEO improvements, and off-page authority building, the client improved their visibility for high-intent search terms and turned stronger rankings into meaningful traffic, purchases, and revenue growth.

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