Mearth.com.au – Scaling an E-Commerce
Brand Through SEO, 10x
A 17-month, in-house SEO leadership engagement – including a full WordPress-to-Shopify migration – for one of Australia’s leading electric scooter retailers.
Scaling an e-commerce brand while rebuilding its technical foundation
Mearth needed to grow organic revenue in a competitive, fast-moving e-commerce category – while also preparing for a full platform migration that could put years of search equity at risk if handled poorly.
No structured SEO roadmap
The business needed disciplined short- and long-term SEO planning rather than ad hoc fixes, to compound organic growth over time.
Content misaligned with search intent
Existing content wasn’t consistently mapped to what shoppers were actually searching for, limiting both rankings and conversion.
Underperforming campaign landing pages
Marketing campaign pages weren’t built with SEO or usability in mind, leaving organic visibility on the table.
A high-risk platform migration ahead
Moving the entire store from WordPress to Shopify threatened redirects, URL structure, and indexation if not carefully managed.
Limited authority & backlink profile
The site needed a structured, collaborative approach to link-worthy content and outreach to build domain authority.
No SEO team structure or reporting cadence
SEO efforts lacked a dedicated team structure, consistent workflows, and a regular reporting rhythm tied to business goals.
A 17-month program spanning strategy, content, platform & people
The engagement combined hands-on SEO execution with team leadership – six connected work streams built to compound over time.
SEO strategy & roadmapping
Planned short-term and long-term SEO initiatives, implemented efficient workflows, and kept the strategy current as algorithms and best practices evolved.
Search intent & content optimization
Analyzed search intent to ensure content matched genuine user needs, and collaborated with content creators to optimize existing pages and develop new SEO-friendly content.
Landing pages for campaigns
Created optimized, user-friendly landing pages for marketing campaigns to maximize organic search visibility alongside paid efforts.
Site architecture & the WordPress→Shopify migration
Recommended improvements to architecture, internal linking, and content structure, then led the full migration from WordPress to Shopify – protecting crawlability and rankings through the transition.
Authority & link building
Collaborated with the team on link-worthy content and executed outreach campaigns to strengthen the site’s backlink profile.
Team leadership & reporting
Led and managed a team of SEO specialists – setting goals, assigning tasks, and guiding their work – while preparing regular performance reports for stakeholders.
Organic traffic grew nearly 10x over the engagement
Estimated monthly organic search traffic, tracked across the engagement window – through the WordPress-to-Shopify migration. Source: Semrush Domain Overview (Historical Data).
Estimated Organic Traffic – Nov 2020–Mar 2022
Keyword Position Distribution – Nov 2020 vs. Mar 2022
| Position bucket | Nov 2020 | Mar 2022 | Change |
|---|---|---|---|
| Top 3 | 26 | 289 | 11.1x |
| Positions 4–10 | 52 | 691 | 13.3x |
| Positions 11–20 | 117 | 882 | 7.5x |
| Positions 21–50 | 354 | 2,235 | 6.3x |
| Positions 51–100 | 390 | 2,730 | 7.0x |
| Total tracked keywords | 939 | 6,827 | 7.3x |
What the client had to say
Add your Mearth client testimonial here – a short quote on the traffic growth, the migration, or leading the SEO team lands best.
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