Case Study: Jo Mercer achieves non-brand organic growth with Optimising

Jo Mercer grows NZ clicks 30% with Optimising

Jo Mercer, an iconic Australian footwear retailer, faced the challenge of over-relying on branded search traffic for growth. Their organic visibility was strong for their brand name, but they needed to reach new customers searching for generic product terms like "women's heels" and "leather sandals." The vendor Optimising was engaged to help capture this high-intent, non-branded demand.

Optimising first improved the site's technical SEO foundation and then strategically optimized product collection pages to align with how customers search. This solution generated over 130,000 clicks from those pages and increased New Zealand traffic by 30%. The results included page one rankings for highly competitive terms and a significant expansion of non-branded visibility.

Jo Mercer