Client
Harvey Norman
Challenge & Goals
New Customers
Completed in
2022
Who
Harvey Norman
Harvey Norman is a large Australian-based, multinational retailer of furniture, bedding, computers, communication and consumer electrical products. It mainly operates as a franchise, with the main brand and all company-operated stores owned by Harvey Norman Holdings Limited.
The
Challenge
GO Digital were tasked with enhancing Harvey Norman's online visibility. The company's position as an online retail market leader was being threatened by increased competition. Its operating model creates a challenging environment to optimise for online visibility that involves navigating the needs of multiple internal stakeholder teams.
The challenge lied in finding new avenues for organic search growth in the face of increased competitive activity in the market. The website itself has a near infinite number of pages, further complicating what in other situations would have been a straightforward task.
The GO Digital SEO team worked with the brand team, client side copywriters, the website team, and the web development team to come up with a comprehensive approach that focused on deep, ongoing technical analysis, a complete copy overhaul in some instances, and high quality backlink acquisition to deliver a concentrated effort where the end result is greater than the sum of its parts.
Our
Approach
Our SEO Strategy was complemented by a Content Gap Analysis, a Link Building Audit, a local search review, and a Google Analytics deep dive. The GO Digital approach then aimed to provide incremental increases in each area to fight back the competition on a category level.
Comprehensive Semantic Research allowed us to clearly define our "where to play" area. Large scale Meta Tag Optimisation followed, both in great manual detail, as well as setting up efficient automated rules for generating tags for new pages.
GO Digital's Technical SEO expertise enabled the tech team to better leverage their tech stack for better SEO outcomes. Some breakthroughs were made which had a disproportionately large impact on traffic quality and the company's online footprint.
+35%
In Organic Click-to-Category Pages
+9.5%
In Overall Organic Traffic
+20%
In Organic Search Revenue
The
Result
A three-pronged approach to SEO delivered superb revenue growth while future-proofing website performance.
Continuous monitoring, analysis and actionable insights completed the feedback loop that lead to progressive improvements. Strong organic revenue increases could be observed at 20% YoY growth.
With active optimisation custom tailored to core pages we have seen the number of keywords in first rank increase by 51%, keywords in the top 5 increase by 25%, and keywords on the first page increase by 10%.
Pre-conversion metrics like organic impressions and organic click-through rate also increased by 16% and 23% respectively, introducing more users in the funnel without altering the consumer pool in any way.
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Here are the humans that made it work.
Head of Digital Media
Lenka Kleinova
SEO Director
Tudor Stefanescu