Thrills | SEO – 30 acres

Thrills | SEO

Content, technical and link-building strategy to grow the Organic Search channel

Our services

SEO

Increase your online discoverability when customers search through sites like Google, Yahoo and Bing. E-commerce success depends on people being able to find you and SEO insights can really help to inform your content and guide your marketing strategy.

The client

Originally founded in 2012 as a vintage motorcycle import and customisation business in Byron Bay, THRILLS Co has evolved into a must-have culture-defining fashion label. With Brooke and Tabitha McGregor at the helm as the company founders, and mens and womens designers respectively, the brand draws inspiration from music, art and motorcycle culture.THRILLS offers carefully curated and high quality styles, with sustainability at front of mind. The lifestyle brand exists for the modern day outsider and embraces a timeless aesthetic.

The brief

In Q3 2019, after a sustained period of flat SEO YoY traffic results, we agreed with the client to implement an SEO strategy to increase traffic and conversions from this channel.We put in place a strategy with the following objectives:Achieve a 50% YoY organic traffic monthly growth by Aug 2020 Double the number of monthly YoY non-brand Google organic impressions by the end of August 2020Double the number of YoY first interaction conversions from Organic Search in a period of 12 months

How we helped

Our Integrated SEO Strategy
We took a holistic approach to maximise the impact across three key SEO pillars: Content, Technical, and Link Earning.

1. Content
Through keyword research and content gap analysis, we identified opportunities to optimise existing pages and create new ones:

Introduced sub-categories updated seasonally.
Updated titles, content, and internal link anchors for improved rankings.
Ensured brand queries landed on THRILLS pages instead of retailers.
Enhanced the size guide based on search demand.

2. Technical SEO
Key implementations included:

Resolving topic cannibalisation and pruning outdated content.
Addressing Shopify link structure issues and avoiding duplicate product pages.
Optimising internal links to boost subcategory visibility.
Fixing broken links and legacy redirects.

3. Link Earning
We enhanced referring domains through:

Outreach for non-linked brand mentions.
A targeted university campaign, securing backlinks from high-authority sites.
Leveraging PR actions, like launching new collections, to gain links from media and fashion sites.

Business milestones, including THRILLS’ expansion into Asia, further supported backlink growth and authority.

"With 30acres we’ve seen our organic and paid media performance grow from strength to strength and know our website is well looked after with the two departments working together seamlessly."

Verena Lukas - Digital Marketing Manager - Thrills

The result

These results showcase the transformative impact of our SEO strategy, driving significant growth in organic traffic, visibility, and conversions year over year. Here’s a snapshot of the key metrics that highlight this success.

August 2020 Google YoY monthly non brand impressions were more than double (+134%).

Since November 19 YoY monthly users from Organic traffic was more than double (+188%).

From August 19 to August 20 first interaction YoY conversions from organic search were more than double (+111%).

134% YoY monthly non brand impressions

188% YoY monthly users from organic traffic

111% YoY first interaction conversions from Organic search