The brief
I supported SEO and Performance Max for an Australian ski and snowboard retailer.
In the second half of 2024, clicks from non-brand searches grew 48.7%: more new customers found the store through product searches.
A highly seasonal business that must capture product demand ahead of each snow season.
What made it hard
- Short, intense seasonal peaks.
- Too much reliance on brand searches.
How I approached it
- A multichannel digital marketing plan workbook.
- SEO research notes; non-brand category and product optimisation.
- Performance Max asset-group configuration and peak-season support.
- Six-month and year-on-year Search Console reporting.
The numbers
| Metric | Value | Source and period |
|---|---|---|
| Clicks (3 months) | 14.9K → 17.7K (+19%) | GSC; last 3 months 2025 vs same period 2024 |
| Impressions (3 months) | 859K → 1.53M (+78%) | GSC; last 3 months 2025 vs same period 2024 |
| 6-month trend | Impressions +25.1%; clicks +27.8%; non-brand clicks +48.7% | GSC SEO report, Jul – Dec 2024 vs previous period |
How I work on projects like this
This project sits in my SEO Lead and Google Ads Expert work, in eCommerce and retail.
SEO Lead Expert level
What I do. Led SEO from keyword research to content, technical fixes and link building; planned site structures for new sites.
How I work. Audit, keyword map by intent, page plan, content calendar, internal links, outreach, monthly tool-sourced reporting.
Track record. Bajaj 9.1K → 53.8K; Cyanergy 69 → 5,304; Lead Academy 4,131 → 59,176; US auto-repair 6.7K → 34.3K; tutoring startup 52 subject pages.