Case study

Threads

SEO Growth Strategy Threads is a New Zealand-based online fashion retailer offering a curated selection of designer clothing and accessories. Known for its premium brand catalogue and localised service, Threads is expanding rapidly into the Australian market to reach more high-end fashion consumers.

TL;DR

Delivered a 59% increase in organic traffic through sprint-based SEO
Drove a 113% uplift in organic revenue, with strong gains in non-branded traffic
Implemented hreflang tags to support dual-market growth across NZ and AU
Localised SEO strategy improved search relevance and ranking across both regions
Built a scalable eCommerce SEO framework to support international expansion

The Challenge

Threads had a solid presence in New Zealand’s fashion retail space, but their organic growth had plateaued. As they began expanding into the Australian market, the brand needed an SEO strategy that could support multi-region visibility while driving revenue across both domains.

The objectives were clear:

1. Increase organic traffic through focused, sprint-based SEO execution

2. Grow organic revenue by improving search visibility for high-converting product and brand terms

The Strategy

Sprint-Based SEO Execution

We adopted a sprint model to drive momentum and deliver rapid SEO wins. Each sprint was focused on a specific priority area:

Technical audits and indexability fixes
On-page optimisation for key category and designer brand pages
Internal linking to strengthen crawl paths and authority distribution

This allowed for iterative execution and fast performance feedback, ensuring high-impact actions were prioritised first.

Hreflang Tag Implementation for AU/NZ

As Threads expanded into the Australian market, we implemented hreflang tags to properly signal to Google which regional version of a page to serve. This prevented duplicate content issues across .co.nz and .com.au domains and ensured each audience saw content tailored to their location.

This international SEO layer was crucial to scaling visibility across both countries without competing against their own content.

Content Optimisation

We developed a region-specific content strategy that focused on high-intent, commercially valuable queries in both New Zealand and Australia. This included:

Localised keyword research based on fashion trends, seasonal behaviour, and brand demand in each market
Tailored meta titles and descriptions to improve click-through rates and local relevance

The results

In just a few months, the sprint-based strategy delivered meaningful growth:

Organic traffic increased by 59%, driven by improved page targeting and crawl efficiency
Organic revenue jumped by 113%, reflecting stronger product visibility and buyer intent alignment
Threads now ranks for a broader set of high-intent keywords across both AU and NZ domains, with clearer regional relevance in SERPs