WE HAMMERED AWAY TO HELP SYDNEY TOOLS ACHIEVE - AND EXCEED - THEIR ORGANIC TRAFFIC & SALES GOALS
Sydney Tools operates in the highly competitive hardware industry, where it competes with major tool retailers, along with recognised hardware chains such as Bunnings and Mitre10. Amid that backdrop, and with a brand that was already entrenched and performing strongly in Google Search, Impressive was charged with elevating organic traffic and sales to the next level.
increase in organic revenue
increase in completed online transactions
increase in page 1 rankings
Sydney Tools is a family-owned wholesaler and retailer of industrial tools, consumables and accessories and has been for almost 20 years. Operating nationally, Sydney Tools has 51 stores in all major cities across Australia.
Despite their broad presence, Sydney Tools was hampered by the pandemic, particularly as a result of lockdowns continuing in the latter half of 2020. Sydney Tools requested our help to grow their organic traffic and revenue and boost footfall to brick-and-mortar retail outlets.
The pandemic had some disastrous effects on the retail industry in 2020. Whether they were affected by one of the many Australian lockdowns or not, buyers began to alter their spending habits. Consumers became more financially conservative, airing on the side of caution as the pandemic ensued. Sydney Tools were one business that were hampered by this shift in the latter half of 2020. They had lost a considerable amount of site traffic as well as foot traffic during this time, which they were determined to recoup. In response, Impressive developed a comprehensive SEO campaign that went on to do just that.
Sydney Tools requested our help to:
- Increase overall site traffic & rankings, beginning with areas of greatest revenue uplift opportunity including high-value categories and brands
- Increase prominence of local results to drive more foot traffic to their store network
We increased qualified traffic and organic sales over time by improving visibility for non-branded terms, including those in the awareness and consideration stages. We also enhanced crawlability and indexability of content by increasing prominence of important categories in the site’s architecture and by alleviating technical issues. Then, we enhanced the content quality and reduced instances of internal content duplication. Finally, we supported store footfall by optimising for locally relevant queries.
In addition to heavily focusing on content, we also ran an audit for technical health, which addressed potential issues across categories such as crawlability, indexation, site speed, device compatibility, and backlinks.
Since commencing with Impressive in late 2020, the website has experienced astronomical growth. Non-brand clicks are up 233%, non-brand impressions have grown 212% and the amount of keywords ranking in positions #1-3 have spiked by 50%.