How T2 is Brewing SEO Success in Australia and New Zealand

Challenges

In December 2022, T2 approached OMG with a clear agenda — to elevate their SEO ranking and amplify their organic visibility. They sought to capture high-intent, high-search-volume keywords, recognising the potential to connect with a broader audience who were actively seeking their products.

However, T2’sAustralian and New Zealand websites inadvertently competed against each other, weakening their SEO efforts. They needed expert intervention to address technical issues on their website and unlock their full SEO potential.

Key Challenges Identified:

• Low SEO ranking and organic visibility.
• Limited capture of high-intent, high-search-volume keywords.
• Competitive overlap between AU and NZ websites.
• Technical issues impacting SEO performance.

Our Approach

Driven by T2’s objectives, we developed an SEO campaign that targeted high-volume keywords in both the Australian and New Zealand markets. We also identified vital technical improvements across their website to optimise SEO performance. Our primary objectives were to achieve an 8% year-over-year increase in organic sessions in Australia and a 10% year-over-year increase in New Zealand. We were determined to secure page 1 rankings for those high-search-volume, high-intent keywords that were key to unlocking T2’s online potential in both markets.

Strategy & Execution

Resolving Website Competition

We addressed the competition between T2’s Australian and New Zealand websites by implementing hreflang tags and refining title tags to specify the intended audience for each site, ensuring Google could properly understand and index the content.

Technical Optimisation

We rectified technical issues across both T2 websites, enhancing site performance and improving the overall user experience across both websites.

Keyword-Rich Content

We developed a robust content strategy focused on high-intent keywords, creating informative and engaging blog content tailored to specific regions and tailored collection pages for both regions, boosting T2’s organic visibility within a 12-month timeframe.

Strategic Link-Building

We acquired high-quality backlinks from relevant and authoritative websites, strengthening T2’s online presence and authority.

Continuous Optimisation

We meticulously monitored and optimising T2’s SEO performance, addressing emerging issues as they arose.

Key Results

AU Organic Traffic Results (12 months): 

• Increased organic users by 14% (from 669K to 762K).
• Increased organic new users by 16% (from 554K to 645K).
• Increased organic sessions by 16% (from 957K to 1.10M).

Keywords Rankings in Top 3 Positions in AU (as of November 2023)

• ‘Chai latte’ – from p27 to p1 (SV: 9,900)
• ‘Raspberry leaf tea’ – from p27 to p3 (SV: 8,100)
• ‘White tea’ – from p5 to p3 (SV: 2,900)

NZ Organic Traffic Results (12 months): 

• Increased organic users by 24% (from 62K to 77K)
• Increased organic new users by 28% (from 46K to 59K)
• Increased organic sessions by 26% (from 84K to 106K)

Overall Visibility Wins (Within the Last 3 Months): 

Australia

• Branded:
  • 123% increase in clicks (44.8K to 99.8K)
  • 14% increase in impressions (694K to 737K)

• Non-Branded:
  • 124% increase in clicks (27.7K to 62.3K)
  • 29% increase in impressions (2.49M to 3.22M)

New Zealand

• Branded:
  • 147% increase in clicks (4.86K to 12K)
  • 15% increase in impressions (101K to 116K) 

• Non-Branded:
  • 58% increase in clicks (5.98K to 9.45K)
  • 10% increase in impressions (402K to 443K)