Sunday Supply Co
Taking an iconic Australian beach brand to the world with a robust international SEO, technical architecture, and high-converting content strategy.
"WebRefresh helped us navigate the complexities of international SEO. Their technical expertise and content strategies have been instrumental in our global growth."
Organic Search Performance
Spring Summer 19/20 vs 20/21 comparison across core e-commerce profitability metrics.
Exponential organic revenue expansion over consecutive summer seasons
Massive surge in completed checkout orders from high-intent searchers
Significantly higher purchase rate through optimised category & PDP UX
Sunday Supply Co E-Commerce SEO Results Highlights
Outranking established category giants for high-volume commercial beachwear and lifestyle keywords.
‘BEACH UMBRELLA’
Primary Commercial Term
‘BEACH CHAIR’
High-Intent Category Term
‘BEACH PARASOL’
International Lifestyle Term
‘RETRO BEACH UMBRELLA’
High-Margin Commercial Term
High-Intent Commercial Dominance
Securing #1 for high-volume umbrella searches and #2 for complementary beach essentials provided steady, compounding purchase traffic without relying on continuous ad spend.
Where It Started & How It's Going
Sunday Supply Co needed to expand their reach beyond Australia, requiring a sophisticated international SEO approach to capture market share in the US and Europe.
Before
- Limited visibility outside Australia despite international product appeal
- Technical hreflang conflicts causing search engine confusion
- Self-cannibalisation across regional Australian and global storefronts
- Under-optimised collection and category page hierarchies
- Sub-optimal font contrast and mobile accessibility issues
After
- Dominant #1 & top-tier commercial rankings in US, EU, and AU markets
- Flawless international technical architecture and hreflang resolution
- +311% organic search revenue surge and +203% increase in transactions
- Accessible, lightning-fast collection pages tailored to buyers
- Comprehensive Product & Review schema generating rich snippets
Our Optimisation Strategy
Some examples of key areas of our optimisation strategy included:
International SEO
International domain structure optimisation and hreflang tag optimisation to ensure maximum visibility and regional accuracy across Australia, the US, and Europe.
Strategic Content Research
In-depth commercial keyword research and data-driven recommendations to facilitate impactful content development, answering customer search intent at scale.
Collection & PDP Upgrades
Collection and product detail page upgrades and optimisations to enhance organic search discoverability and streamline path-to-purchase.
Accessibility Optimisation
Comprehensive accessibility upgrades including optimisation of font sizes, contrast ratios, and tap targets for a superior browsing experience across all screen sizes.
Ongoing On-Page Optimisation
Consistent and ongoing optimisation of all on-page elements including product descriptions, imagery, alt text, and associated page metadata.
Schema Markup Optimisation
Structured schema markup implementation including rich snippets for verified reviews, product availability, and rich pricing details in SERPs.
Site Speed & UX Audits
Regular technical site speed audits, Core Web Vitals monitoring, and user experience enhancements to eliminate crawl barriers and cart friction.
The Results
A comprehensive technical and content transformation delivering measurable commercial expansion.
Key Deliverables & Growth Metrics
- Higher numbers of qualified new users that are ready to buy
- Improved pages/session across desktop and mobile shoppers
- Improved conversion rates (+52% year-on-year)
- Improved transaction numbers (+203% surge in completed purchases)
- Improved user experience across collections and product pages
- Improved web accessibility, font contrast, and responsive usability
- Improved revenue numbers (+311% organic search revenue growth)
Global Scale & Organic Dominance
By resolving technical barriers and elevating accessibility alongside commercial on-page targeting, Sunday Supply Co captured international seasonal demand, delivering their most profitable summer season on record.
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