Kaya Workwear
We helped Kaya Workwear build a stronger organic acquisition system around workwear search demand, product discovery, buyer education, and AI-powered search visibility.
The objective was to grow beyond branded traffic and paid acquisition by creating a search ecosystem that could attract both individual buyers and business customers earlier in the buying journey.
68%
Growth in Organic Clicks
37+
Keywords in the Top 20
34%
Higher Non-Branded Clicks
2 Search Layers
SEO + GEO
Winning More Searches, One Category at a Time
Kaya Workwear is an Australian eCommerce brand supplying workwear, footwear, PPE, uniforms, and safety products for trades, businesses, and everyday professional use.
Its catalogue spans multiple brands, product types, industries, and buyer needs, creating a large search opportunity across commercial product terms, category searches, workplace requirements, and informational research.
That made organic growth valuable not only for direct product discovery, but also for building authority around the questions customers ask before choosing workwear.
The Challenge of Winning Competitive Search
Workwear search is highly competitive, with major retailers, manufacturers, marketplaces, and category specialists competing for the same commercial keywords.
Kaya Workwear needed stronger visibility beyond branded searches, deeper category coverage, and a clearer content structure that could connect informational demand with products and revenue.
Competitive Categories
Core workwear and PPE terms faced strong organic competition.
Limited Non-Branded Reach
Too much visibility depended on users already knowing the brand.
Thin Category Depth
Product categories needed stronger search relevance and context.
Fragmented Content
Educational content was not link to commercial product pages.
Multiple Buyer Intents
Tradies, employers, and industry buyers searched in different ways.
Opportunity: Build a search architecture that captures buyers across product, category, industry, location, and problem-solving searches.
Our Strategy
Building Visibility Across Search, Answers & AI
We built the organic strategy around three connected layers so Kaya could compete across traditional search, answer-focused queries, and generative discovery.
Winning More Searches, Driving More Revenue
Kaya Workwear expanded organic visibility across high-value workwear categories, bringing more non-branded users into the site and creating stronger product discovery opportunities.
Optimising Every Layer of Organic Search
We rebuilt search visibility around the way customers actually research and buy workwear, then connected category pages, supporting content, internal links, and AI-friendly information into one system.
01
Technical SEO Cleanup
We removed technical barriers that could limit crawling, indexing, and organic performance across the eCommerce site.
- Indexation review
- Core page checks
- Duplicate content fixes
- Crawl-path cleanup
02
Commercial Keyword Mapping
Search demand was mapped to the right product, category, and supporting pages so keywords matched real buyer intent.
- Product keywords
- Category keywords
- Brand searches
- Industry queries
03
Category Page Expansion
We strengthened high-value category pages with clearer commercial context, relevance, and deeper buyer insights.
- Workwear categories
- Safety footwear
- PPE ranges
- Uniform collections
04
Buyer Education Content
We created supporting content around the practical questions customers research before choosing workwear and safety products.
- Product selection guides
- Safety requirements
- Industry use cases
- Workwear comparisons
05
Search Intent Grouping
Related searches were grouped into clear content themes so Kaya could build deeper topical authority instead of isolated keyword rankings.
- Workwear clusters
- PPE clusters
- Footwear clusters
- Industry clusters
06
Internal Linking System
We connected informational and commercial pages more deliberately so authority and users flowed toward revenue-driving categories.
- Blog-to-category links
- Category-to-product links
- Related guides
- Commercial pathways
Fixing the Foundations, Unlocking Visibility
Months 1 to 2
Build the Search Foundation
Focus: Fix architecture and search targeting before increasing content volume.
- Technical audit
- Keyword research
- Competitor analysis
- Category mapping
Months 3 to 4
Expand Commercial Visibility
Focus: Strengthen the pages closest to product discovery and purchase intent.
- Category optimization
- Brand page improvements
- Internal linking
- Commercial content
Months 5 to 6
Build Search Authority
Focus: Expand educational coverage around buyer problems and category research.
- Buying guides
- Industry content
- Product comparisons
- Answer-focused FAQs
Months 7+
Compound Organic Growth
Focus: Refresh winners, close search gaps, and strengthen GEO signals over time.
- Content refreshes
- Topic expansion
- GEO optimization
- Opportunity tracking
BEFORE VS AFTER
From Branded Visibility to Search-Led Growth
Kaya moved from a more brand-dependent organic presence to a broader search ecosystem built around categories, buyer education, non-branded discovery, and modern search visibility.
BEFORE
-
Brand-Heavy
Organic discovery relied more on known demand
-
Thin Categories
Commercial pages lacked enough search depth
-
Disconnected Content
Guides and product pages worked separately
-
Limited Coverage
Fewer non-branded entry points existed
-
Traditional SEO
Visibility focused mainly on rankings
AFTER
-
87 Keywords
Broader Top 20 search visibility
-
34% Growth
Higher non-branded click volume
-
19 Categories
Priority commercial areas improved
-
Connected Search
Content supports product discovery
-
SEO + GEO
Search and AI visibility work together
The Metrics Behind the Momentum
These are the operating metrics used to judge whether organic visibility is reaching commercially useful searches and supporting product discovery.
How Organic Growth Changed the Business
Less Paid Dependence
Organic discovery added another acquisition source alongside Meta and Google Ads.
Broader Product Discovery
More categories and products became visible before customers reached paid channels.
Stronger Buyer Education
Helpful content reduced uncertainty and supported better-informed purchase decisions.
Higher Commercial Reach
Non-branded search connected Kaya with buyers who had never encountered the brand.
Stronger Search Authority
Connected category and content coverage strengthened long-term visibility across workwear.
Search + AI
Why SEO + GEO Worked Together
Workwear discovery is no longer limited to typing a short product keyword into Google.
A buyer may search for ‘best work boots for construction’ in Google, while another may ask an AI platform which safety footwear or workwear brands are suitable for a specific job or industry.
SEO helped Kaya compete for traditional search demand. AEO and GEO strengthened the information and entity signals that search and AI systems need to understand products, categories, expertise, and relevance.
Capture search demand → Answer buyer questions → Strengthen category authority → Improve AI understanding → Compound organic growth
READY TO GROW
