Mud Australia

62%

Increase in Organic Users

437%

Increase in Organic Revenue

215%

Increase in Organic Conversion Rate

The Challenge

Key Problems

Technical errors like 404s, XML Sitemap and Robots.txt issues, site speed, and schema optimisation.

GMB profile also needed optimising to aid their local SEO.

But the biggest threat that they faced was the upcoming website migration.

Mud Australia is a contemporary ceramics brand known for its handmade porcelain creations. Based in Sydney, the company offers a range of minimalist and versatile designs that are both beautiful and functional. From tableware to home wares, Mud’s pieces are designed to enhance everyday living.

Hoping to increase non-branded visibility and increase organic sessions, Mud Australia reached out to OMG in January 2022 to help them realize this goal. OMG put together an SEO strategy focusing on backlink acquisition, content expansion on category pages, and pre and post-migration checks to ensure the optimal performance of the website.

Our Gurus engineered an integrated marketing strategy to establish relevance in the very competitive homewares and dinner wares and build a strong authority across their focus terms. We proposed an elaborate pre and post-migration checklist to ensure that the website will still perform optimally, and also implemented content expansion through the addition of FAQs and optimisation of existing key collection pages. Paired with a targeted link building strategy, we were able to achieve results in 6 months.

Strategy & Execution

01.

Organic results within 12 months

Increased New Users by 57.77% (28,297 to 44, 465)
Increased Sessions by 68.71% (40,860 to 68,934)
Increased Organic transactions by 430.56% (216 to 1,146)

02.

Overall visibility within 12 months

43% increase in impressions YoY
20% increase in branded clicks PvP
33% increase in branded impressions PvP

03.

Keyword reach within 6 months

16% increase in overall keyword reach (3241 to 3785)
16% increase in P1 keywords (287 to 335)

04.

Priority keyword visibility

“Serving bowls” 490.7% increase in impressions (1.64K to 9.69K)
“Australian pottery” 32.7% increase in impressions (1.83K to 2.43K)
“Dome lights” 148.1% increase in impressions (665 to 1.65K)
“Handmade dinnerware” 57.01% increase in impressions (643 to 1.01K)

05.

Priority keyword rankings

“Ceramic dinner plates” (from rank 8 to 5) 110 SV
“Ceramic light pendant” (from rank 20 to 14) 80 SV
“Ceramic bowls” (from rank 78 to 15) 1600 SV
“Australian pottery” (from rank 15 to 7) 720 SV

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Simon and the team have really gone above and beyond for us. They were instrumental in the successful migration and update of our website so that our SEO transition was flawless.

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