TSB Living
Organic traffic grew 298% and overtook paid search
The Results
+298%
Organic Traffic
Page 1
Major Query Clusters
The Challenge
TSB Living is a New Zealand home and living e-commerce store selling furniture, outdoor, and homewares across thousands of SKUs, competing for attention against Kmart, Briscoes, and a wave of dropshipping sites buying paid traffic. At the start, paid advertising was carrying most of the acquisition load, which capped margins on already competitive furniture pricing. Many category pages lacked unique copy, product pages relied on thin manufacturer descriptions, and coverage of buyer-intent queries was limited. The goal was to make organic search a genuine acquisition channel and reduce reliance on Google Shopping and Meta spend.
Our Solution
- Rewrote category pages with buying-guide-style content to capture top-of-funnel queries across the major furniture and homewares clusters.
- Deployed product schema sitewide and resolved the supporting technical issues.
- Built local SEO pages for Auckland, Wellington, and Christchurch to capture delivery-intent searches.
- Ran a sustained backlink campaign targeting New Zealand home and lifestyle publications.
- Lifted the store onto page one across the priority query clusters so organic could overtake paid as the primary acquisition channel.
What We Delivered
SEO Strategy
- Keyword mapping
- Query clustering
- Channel strategy
On-page Optimisation
- Category copy
- Buying guides
- Product descriptions
Technical SEO
- Product schema
- Sitewide fixes
- Local SEO pages
Off-page SEO
- Backlink campaign
- Publication outreach
Our SEO Process
A proven methodology that delivered results
Keyword Research
We identified high-value keywords targeting your ideal customers, analysing search intent and competition to build a strategic keyword roadmap.
Technical SEO Audit
We conducted a comprehensive technical audit covering site speed, crawlability, indexation, and Core Web Vitals to ensure a solid foundation.
On-Page Optimisation
We optimised meta titles, descriptions, headings, and content structure to align with target keywords and improve search visibility.
Link Building Strategy
We developed a strategic link building campaign to increase domain authority and improve rankings through quality backlinks.
Want results like this for your business?
Organic traffic grew 298% and overtook paid search for TSB Living. Tell us about your business and we will show you what we can do for you. Backed by our results guarantee.
