Premium Kitchenware Retailer: +122% Visibility, #1 in Market

I managed the SEO strategy for a premium New Zealand homeware brand with 100 years of heritage, growing their organic visibility from 18% to 40% and overtaking their main competitor in market share.

The brand operates 23 stores nationwide, including locations inside a major department store chain. A key challenge was raising awareness of these in-store locations while competing against discount retailers on organic search.

Solutions

I developed a multi-pronged SEO strategy focused on three key areas: driving foot traffic to physical store locations, boosting organic visibility for premium brand and category pages, and improving technical site health to support long-term growth.

For local SEO, I optimised all Google Business Profiles with detailed descriptions, products, services, and regular posts. I created standalone store pages with localised content and custom metadata to improve visibility in local search results and drive awareness of in-store locations—particularly those inside department stores that many customers didn't know existed.

On the technical side, I addressed duplicate metadata and crawl inefficiencies, implemented self-referencing canonicals for paginated pages, added schema markup, and updated robots.txt. I also introduced "You Might Also Like" sections for retired products to improve user experience and retain traffic that would otherwise hit dead ends.

For content, I focused on monthly optimisation of high-value category and brand pages for premium brands. I re-optimised underperforming blog content and proposed a strategic pivot from competitive recipe content toward practical how-to guides that better matched user intent and had clearer paths to purchase.