Turning SEO into a Top Revenue Channel: The Wool Company

For over 65 years, The Wool Company has been a trusted name in high-quality NZ-made merino and merino possum knitwear. With a strong reputation and a loyal customer base, they were already known for their premium wool apparel - but they wanted to expand their online presence, increase organic visibility, and reduce reliance on paid advertising.

That's where we stepped in. With our SEO expertise, they turned organic search into their #1 revenue-driving channel.

Blackpepper: Torpedo7

Solutions

We developed a comprehensive SEO strategy that focused on improving search visibility, increasing organic traffic, and enhancing site authority. The key initiatives included:

  • Keyword expansion & optimisation: Conducted in-depth research to target high-intent queries, increasing rankings in both commercial and transactional categories.
  • Content strategy & topical authority: Built SEO-driven content clusters, improved metadata, and enhanced structured data for better search visibility.
  • Content strategy & topical authority: Built SEO-driven content clusters, improved metadata, and enhanced structured data for better search visibility.
  • Technical SEO & performance improvements: Strengthened site structure, improved crawlability, and enhanced site speed to support better rankings.
  • Sustained organic growth strategy: Focused on reducing seasonality dips and ensuring consistent performance year-round.
Blackpepper: Torpedo7

Results

+279%

Increase in top - 3 keyword
rankings

33%

YoY growth in organic
sessions

64%

YoY growth in organic
shopping revenue

20/80

Branded to non-branded
traffic split

+2%

YoY growth in SEO-driven
revenue

+3,802%

SEO ROI

Through a well-executed SEO strategy, The Wool Company has solidified its position as a market leader in merino apparel. The brand now dominates search rankings, has a steady flow of new organic customers, and enjoys sustainable growth without relying on paid ads.

With continued investment in SEO, The Wool Company is well-positioned for long-term success, ensuring it remains New Zealand's go-to destination for premium merino wool apparel.

Sound good?

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