Reducing paid ad reliance with an organic search rebuild for TSB Living

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.

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.