SEO
Ecommerce
Large
Australia-wide
About Casio
A global powerhouse synonymous with innovation, Casio’s corporate creed of “creativity and contribution” has led to groundbreaking products that span industries. From iconic timepieces and calculators to cutting-edge keyboards and pianos, their legacy is one of technological advancement. In Australia, Casio has solidified its presence as a leader in consumer electronics, offering a diverse range of products for Australians across generations.
Casio’s Challenges
Despite being a renowned company, Casio faced unique challenges in the digital landscape. With the launch of a new e-commerce site consolidating all Casio brands, they sought to amplify their online visibility and keyword indexation. However, they faced several obstacles.
The brand lacked prominence for highly competitive keywords and needed a stronger authority across their focus terms, mainly branded ones. Our Gurus also uncovered technical issues impeding their SEO performance, including 404 errors, broken internal links, and slow site speed. Additionally, misaligned metadata and incorrect redirects caused Google to favor pages that didn’t align with keyword intent.
Key Challenges Identified:
- Limited visibility for highly competitive keywords
- Weak authority across focus terms
- Technical errors (404 pages, broken internal links, slow site speed)
- Metadata optimisation opportunities
- Misaligned metadata and keyword intent
Our Approach
Understanding Casio’s challenges, our Gurus engineered a multi-pronged solution. We implemented a robust SEO strategy blending technical optimisation, content marketing, and link-building acquisition. The goal was to reinforce Casio’s relevance in the industry and establish a commanding authority across their focus terms. We also sought to elevate their visibility for those highly competitive keywords and drive organic traffic.
Strategy & Execution
Comprehensive Audit
We conducted an in-depth audit to identify and address any technical issues hindering Casio’s website performance, such as 404 errors, broken internal links, slow site speed, and unfavourable metadata.
Keyword Research & Mapping
We identified and prioritised target categories with the strongest high impact opportunities to ensure maximum impact from our efforts.
Integrated Technical SEO & Content
We optimized metadata, site speed, and crawl budget. Concurrently, we developed a content strategy focusing on topic clustering, ensuring subcategories had sufficient internal links.
Off-page SEO
We targeted high-quality backlinks to boost page authority for priority products, driving organic traffic and visibility for key focus terms.
Topic Clustering & Content Expansion
We focused on creating new pages and expanding content on collection pages to improve ranking. We also capitalised on internal linking opportunities to build a robust and interconnected site structure.
Outcomes
Key SEO Wins:
- Increased organic conversions by 51% in 6 months.
- Increased organic sessions by 172% in 6 months.
- Increased new organic users by 189% in 6 months.
- Increased total clicks by 872% in 6 months.
Key Rankings Achieved:
- ‘Mens Bluetooth watches’ – from rank #100 to #5 (SV: 1.6k)
- ‘Vintage watches’ – from rank #36 to #6 (SV: 18.1k)
- ‘Casio mini keyboard’ – from rank #24 to #2 (SV: 2.4k)
- ‘Desktop calculator’ – from rank #100 to #7 (SV: 2.9k)
Keyword Results (6 Months):
- Increased top 3 keywords by 267% (from 350 to 1,286).
- Increased keywords in positions 4-10 by 57% (from 813 to 1,277).
- Increased overall keyword indexation by 105% (from 3,491 to 7,155).
