Assembled for Visibility: Scorptec’s Category Dominating SEO Build

Challenges

Scorptec operates in a market shaped by dominant retailers such as JB Hi-Fi, where non-branded search visibility is highly competitive. At the same time, customer demand shifts rapidly across technology categories, making static category coverage insufficient.

The campaign addressed these challenges by improving technical accessibility and expanding category coverage to align with how customers search across priority product areas. This strengthened competitiveness for high-intent non-branded terms and improved Scorptec’s ability to appear earlier in the decision journey.

Strategy & Execution

Scorptec’s audience is informed, comparison-driven, and largely brand-agnostic at the start of their journey. They search broadly across categories such as gaming computers, laptops, graphics cards, and monitors, often evaluating multiple retailers before making a decision.

Given this behaviour, the strategy focused on competing at the point of intent. For Scorptec, that meant winning at the category level.

To achieve this, OMG focused on:

• Expanding non-branded reach to attract customers earlier in the decision journey.
• Aligning category coverage with real market demand and emerging product trends.
• Competing effectively against dominant retailers by strengthening category-level relevance.

Implementation & Creativity

Execution centred on intent alignment at scale:

• Technical SEO foundations
  Key technical SEO fixes ensured the site was properly functioning and accessible to search engines and users. This included site speed improvements and identification of schema markup opportunities to strengthen visibility and understanding.
  
• Category expansion to match market intent
  The core lever of this campaign was expanding and optimising Scorptec’s category footprint. OMG created and enhanced category pages to reflect how customers actually search, compare, and shop across major product groupings and fast-moving demand cycles.
  
• Commercial prioritisation
  Work was sequenced around categories most likely to influence revenue, ensuring effort translated into visibility at the moment customers shortlist options.

Creativity came from disciplined intent mapping: building the right category coverage, then ensuring it could compete.

Key Results

Keyword reach and visibility growth

• Top 3 keywords indexation – increased by +246% (from 2571 to 8,906)
• Top 4-10 keywords indexation – increased by +132% (from 7,419 to 17,268)
• Total keyword indexation – increased by +167% (from 45,913 to 122,662)

Priority keyword performance

• ‘laptop’ – from rank #18 to #6 (S.V. 60,500)
• ‘gaming laptop gaming’ – from not ranking to #3 (S.V. 5,400)
• ‘1tb ssd’ – from not ranking to #1 (S.V. 4,400)
• ‘asus monitors’ – from rank #7 to #3 (S.V. 1,000)
• ‘ssds’ – from rank #2 to #1 (S.V. 880)

Link-building focus keyword performance

• ‘router’ – from rank #15 to #7 (S.V. 12,100)
• ‘gaming pc’ – from rank #4 to #1 (S.V. 33,100)
• ‘rtx 5090’ – from not ranking to #6 (S.V. 22,200)
• ‘rtx 5080’ – from not ranking to #1 (S.V. 14,800)

AI and GEO performance:

• 14,263 sessions from AI sources.
• 815 conversions from AI sources.
• 1,462% increase in revenue from AI-driven traffic.
• 15% increase in organic monthly revenue from January to November 2025.
• Achieved over $200k in monthly revenue from AI-driven sources.

Commercial impact

• Organic revenue: 
  • products/laptops-&-notebooks category grew 9%
  • product/hard-drives-&-ssds category grew 24%
• Organic sessions:
  • products/laptops-&-notebooks category grew 7,331 to 9,374 sessions
  • product/hard-drives-&-ssds category grew 7,746 to 11,136 sessions

Together, these results demonstrate sustained growth in non-branded visibility, stronger category-level competitiveness, and improved ability to capture demand in a market dominated by large retailers.