Kaya Workwear
We helped Kaya Workwear expand its organic footprint across Google and AI-powered discovery by improving technical SEO, commercial page architecture, content depth, search intent coverage, and machine-readable brand signals.
The objective was to make Kaya discoverable for more of the searches that happen before customers already know the brand.
68%
Growth in Organic Clicks
87
Commercial Keywords Entered Top 20
33%
Increase in Organic Revenue
19
Priority Pages Rebuilt for Search
Winning More Searches, One Category at a Time
Kaya Workwear is an Australian workwear and safety supplier serving individual buyers and businesses across trade, healthcare, hospitality, corporate, and industrial categories.
Its catalogue spans workwear, PPE, footwear, uniforms, safety products, and branded apparel.
That creates significant organic growth potential, but also a more complex SEO challenge.
Customers may search by product, brand, occupation, industry, safety requirement, use case, or buying intent.
The search strategy therefore needed to go beyond optimizing individual product pages.
The Challenge of Winning Competitive Search
Kaya was competing against established Australian workwear retailers, large marketplaces, manufacturers, and specialist safety suppliers.
The website had substantial commercial inventory, but search visibility was not fully reflecting the breadth of the catalogue.
01
Heavy competition across high-value product categories
02
Too much dependence on branded search
03
Collection pages with limited search depth
04
Product pages competing around similar terminology
05
Weak keyword-to-page mapping
The opportunity was not simply to publish more content.
It was to build a stronger search architecture around commercial intent.
Our Strategy
Building Visibility Across Search, Answers & AI
We structured the organic growth program around three connected search environments.
Winning More Searches, Driving More Revenue
A stronger search foundation helped Kaya reach more non-branded customers, improve visibility across commercial keywords, and turn relevant organic traffic into measurable revenue and conversions.
68%
Growth in Organic Clicks
More users reached Kaya through unpaid search after technical, content, and commercial page improvements.
54%
Increase in Non-Branded Impressions
A larger share of visibility came from users searching for products, categories, and solutions rather than Kaya by name.
87
Commercial Keywords Entered Top 20
Priority product and category queries gained stronger positions across Google.
33%
Increase in Organic Revenue
Commercial organic traffic contributed more directly to online sales.
19%
Priority Landing Pages Rebuilt
High-value collection, category, and industry pages were expanded around search intent and conversion.
14%
Higher Organic Conversion Rate
Better traffic relevance and page alignment helped organic visitors convert more efficiently.
Optimising Every Layer of Organic Search
We strengthened Kaya’s technical foundation, mapped commercial search intent, expanded high-value collection pages, and optimized priority products to make the site more discoverable, relevant, and conversion-focused.
01
Technical SEO Cleanup
We reviewed indexing, crawlability, canonicals, duplicate content, metadata, page hierarchy, internal links, page performance, and technical signals affecting discoverability.
02
Commercial Keyword Mapping
Search demand was grouped around:
- Product categories
- Brands
- Work environments
- Industries
- Safety requirements
- Product features
- Commercial intent
- Comparison intent
Each important query group was mapped to the most appropriate page.
03
Collection Page Expansion
High-value collection pages were transformed from basic product grids into stronger commercial landing pages with clearer context, supporting copy, internal links, and search relevance.
04
Product Page Optimization
Priority product pages were improved around:
- Product specifications
- Use cases
- Materials
- Safety features
- Suitable industries
- Buying considerations
- Related products
This improved both user understanding and semantic relevance.
05
Industry Search Architecture
Dedicated opportunities were built around customers searching from an industry perspective rather than a product perspective.
Examples included:
- Construction workwear
- Healthcare uniforms
- Hospitality apparel
- Corporate uniforms
- Trade workwear
- Safety and PPE
06
Internal Linking System
Blog content, industry pages, collections, brands, and products were connected more strategically to strengthen important commercial pages.
07
Answer Engine Optimization
Priority pages were improved with clearer:
- Questions and answers
- Definitions
- Comparisons
- Product use cases
- Buying guidance
- Structured information
This made important content easier for answer systems to interpret.
08
Generative Search Optimization
We strengthened entity and topical signals around:
- Kaya Workwear
- Australian workwear
- PPE
- Safety clothing
- Uniform supply
- Industry-specific workwear
- Key product categories
The objective was to make the relationship between brand, products, industries, location, and expertise clearer to generative systems.
Fixing the Foundations, Unlocking Visibility
Months 1 to 2
Fix the Foundation
- Technical SEO audit
- Indexing review
- Keyword mapping
- Competitor gap analysis
- Collection page prioritization
- Internal linking plan
87% of critical technical issues addressed
Months 3 to 4
Expand Commercial Visibility
- Priority collection pages optimized
- Product content improved
- Industry opportunities introduced
- New keyword clusters targeted
- Internal linking expanded
41 new commercial keywords entered the Top 20
Months 5 to 6
Build Search Authority
- Supporting content published
- AEO structure expanded
- GEO signals strengthened
- Existing content refreshed
- Commercial pages connected to supporting topics
87 total priority keywords in the Top 20
Months 7+
Compound Organic Growth
Search performance was increasingly driven by a broader portfolio of product, industry, brand, and informational queries.
Organic Click Growth: +68%
Organic Revenue Growth: +33%
BEFORE VS AFTER
From Branded Visibility to Search-Led Growth
Kaya moved from limited commercial search coverage to a broader organic presence — strengthening key pages, expanding non-branded visibility, and building a modern SEO, AEO, and GEO foundation for sustainable growth.
BEFORE
-
Branded
Search contributed heavily to discovery
-
Limited
Commercial keyword coverage
-
Thin
Collection page content
-
Fragmented
Internal linking
-
Traditional
SEO-only approach
AFTER
-
54% Higher
Non-branded impressions
-
87
Commercial keywords in Top 20
-
19
Priority pages rebuilt
-
68%
Growth in organic clicks
-
3-Layer
SEO + AEO + GEO strategy
The Metrics Behind the Momentum
68%
Organic Click Growth
Greater search visibility translated into substantially more unpaid website visits.
87
Top 20 Commercial Keywords
More product and category searches gained meaningful Google visibility.
54%
Higher Non-Branded Impressions
Kaya became less dependent on people already knowing the brand.
33%
Organic Revenue Growth
Organic search contributed more commercial value rather than traffic alone.
19
High-Value Pages Rebuilt
Effort focused on pages with stronger commercial opportunity rather than optimizing every URL equally.
14%
Higher Organic Conversion Rate
Improved intent matching brought visitors more closely aligned with Kaya’s products.
How Organic Growth Changed the Business
Less Dependence on Paid Acquisition
More commercially relevant organic visibility created another source of customer acquisition alongside Meta and Google Ads.
Broader Product Discovery
Customers could find Kaya through more product, category, industry, and use-case searches.
Stronger Non-Branded Demand
Growth was no longer limited to customers already searching specifically for Kaya.
Higher Commercial Value From SEO
Organic growth was measured against purchases and revenue, not rankings alone.
Stronger AI Search Readiness
AEO and GEO improvements created clearer signals for answer engines and generative platforms as search behaviour continues to evolve.
Where Search Meets AI
Why SEO + GEO Worked Together
Traditional SEO answers:
“Can Google find and rank this page?”
GEO introduces another question:
“Can an AI system understand who Kaya is, what it sells, who it serves, and when it should be relevant?”
For a large eCommerce catalogue, both matter.
That is why the strategy combined technical SEO, commercial content, entity clarity, answer-focused structure, and generative search readiness instead of treating SEO as a list of keywords.
