From page 9 to page one for the "Australian made" searches that bring in new customers
Matilda Life is a Melbourne brand selling Australian-made women's clothing, shoes and lifestyle pieces, with stores in Brighton and Armadale. Jo brought us in for SEO and Google Ads in January 2025, when the stores were growing but online sales were flat.
Growing stores, a website that wasn't keeping up
The Brighton and Armadale stores were growing year on year, but online sales were flat. Jo wanted the website to catch up.
- Collection and product pages were missing meta descriptions or had duplicates, plus broken links and missing image alt text
- Key collection pages weren't set up for the searches shoppers use, like "australian made clothing brands"
- A small site up against much bigger fashion brands, so the rankings had to be won on the pages themselves
The work behind the results
On-page technical fixes
Worked through the problems from our first audit: missing and duplicate meta descriptions, broken links and missing image alt text.
Pages built for "Australian made" searches
Collection pages and meta descriptions matched to the way people search for the brand's values, like "australian made clothing brands" and "quality australian made clothing".
Content and Google Ads alongside
Guides on timeless and ethical Australian fashion based on keyword and competitor research, plus Shopping and Performance Max campaigns with purchase tracking fixed.
What changed
- Average position in Google improved from 30 to 16 between February 2025 and June 2026 (Search Console).
- By July 2026, 16 tracked searches were on page one of Google, 9 were in the top 3 and 3 were at #1.
- Clicks from Google search grew from 691 in March 2026 to 1,122 in July 2026, a 62% lift.
- Online store sales doubled over the same period, and 9 in 10 online customers were new to Matilda Life (Shopify, online orders only).
- The rankings table compares February 2026 with July 2026.
| Keyword | Before | Now |
|---|---|---|
| made in australia clothing brands | #87 | #6 |
| australian made clothing brands | #83 | #5 |
| quality australian made clothing | #16 | #2 |
| australian-made fashion | #16 | #2 |
| womens australian clothing | #56 | #23 |
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