Promotional Products SEO Case Study

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Improving Website Organic Performance Through Technical and On-Page SEO

The client came to Reform Digital as they were experiencing difficulties with their website’s organic rankings. As a Melbourne-based business that provided its services to customers across the country, they wanted to improve their rankings to not just appear to local businesses, schools, and individuals, but also for the broader Australian market.

To help them grow their organic rankings, we focused on both technical SEO improvements (those mostly seen in the backend) and on-page SEO improvements, such as refreshing content and implementing new pages that better captured the search intent of prospective customers.

Through this approach, the client saw an appreciable improvement in organic rankings over the course of a few months.

The client specialises in the manufacture and printing of high-quality badges that are used across a range of industries, educational institutions, and for personal use. They enable customers to submit custom designs to be printed on to a wide array of badge types, from traditional circular, square and rectangular badges, all the way to thematic pieces (hearts, Christmas decorations), keyrings, and zipper pulls. The unique offerings of their custom badges was a key component of what was focused on in SEO improvements across the board.

The client approached us with two key challenges that were impacting their website visibility and the ability to attract qualified visitors.

Content was limited across a number of their pages, including category and product pages, along with a broader lack of supporting content (blogs, FAQs, etc.)

Key technical SEO fundamentals were also limited, ranging from unoptimised metadata to limitations in readable navigational SEO such as breadcrumbs

As many of the client’s key challenges were the result of limited content and technical SEO, we took an approach that sought to leverage their highest-performing pages, integrate new pages that could target long-tail keywords and internally link back to their high-traffic pages (while the high-traffic pages could also link back to the long-tail focused pages), and optimise all pages with improved backend SEO.

High-performing category pages were given complete content refreshes that prioritised high-intent commercial and transactional keywords, and key phrases. New category pages that leveraged specific niches and focuses (e.g. election badges) were added to the website, as were several blogs that could be used to bolster the number of internal links to authoritative pages and, by extension, improve the entire website’s rankings.

To help improve the click-through rate of ranking pages, we completely revised their meta data (page titles, meta descriptions, etc.) and added Schema markups (aka structured data) to all applicable pages so that they could return rich results in search (including product pricing, user ratings, etc.). By doing so, users who discovered the website via search results would gain a much clearer picture of what each page was about, driving a streamlined and accessible user experience, which ensured the most actively qualified users would click through. Rich results essentially helped the client stand out on the shelf!

These improvements to the client’s SEO drove both short-term and long-term growth to their online visibility and improved their capacity to bring in traffic that had a higher likelihood to convert and make a purchase.

Note: The following metrics compare organic performance during the timeframe of 1 July 2025 to 30 September 2025 vs the preceding three months of 31 March 2025 to 30 June 2025.

Through our targeted efforts, our client’s website saw a healthy improvement in several key organic performance areas. Comparing the three months prior to our SEO work to the three months after our SEO strategies were being implemented, the following improvements were observed: