Overview
This Perth-based business has been supplying, installing, and repairing clotheslines, letterboxes, commercial multibanks, letterbox plates, and house signs across Perth for over 25 years.
In addition to installations and repairs across the Perth metro area, they also deliver products Australia-wide through their eCommerce store.
The Challenge
Although the business had a strong offline presence, it wanted to expand online and increase orders through its website.
The Shopify site was underperforming, with several SEO issues including unoptimised meta tags, weak internal linking, thin category content, limited backlinks, and low local visibility.
The Strategy
Halo Digital implemented a focused SEO strategy aimed at increasing organic traffic and conversions.
- The process began with a full meta tag overhaul across the site to improve keyword targeting and search click-through rates.
- Product pages were strategically linked to category pages to improve site structure and topical relevance.
- We also supplied content recommendations for category pages based on search intent and keyword data.
- Link-building efforts started with local citations to enhance regional visibility, followed by outreach to secure backlinks from niche-relevant websites to strengthen domain authority.
Implementation
Given Shopify’s structural limitations, we prioritised SEO activities that would deliver measurable results rather than chasing minor technical fixes.
One major task involved transitioning to a new review collection system while retaining all existing reviews, ensuring no loss of credibility or SEO equity.
Results
Between January 2024 and October 2025 (compared to the previous period):
- Organic sessions increased from 89,450 to 132,679
- Organic purchases grew from 137 to 412
The SEO improvements significantly boosted both traffic and conversions, turning the website into a strong revenue driver for the business.
Conclusion
With a strategic and practical SEO plan, the client achieved consistent growth in organic visibility and sales.
This case demonstrates how targeted optimisation, relevant content, and quality backlinks can drive strong results even on a platform with technical constraints.
Halo Digital continues to provide ongoing SEO support to sustain the business’s growth trajectory.
