The Byron
An Australian furniture maker specializing in reclaimed elm,
with a nationwide range of chests of drawers, dining tables, and homewares.
with a nationwide range of chests of drawers, dining tables, and homewares.
Market:
Australia
Platform:
Shopify
Service:
SEO & AI visibility
Period:
Mar – Jun 2026
4 months
4 months
Keywords in Google Australia — March vs June 2026
March
June
TOP-1
5
17
+12
TOP-3
15
32
+17
TOP-5
22
50
+28
TOP-10
43
85
+42
TOP-20
65
111
+46
TOP-100
79
124
+45
+74.6%
Organic conversions
17,509 → 30,577 events
+99.8%
Google impressions
9,560 → 19,100
+98%
Keywords in TOP-10
43 → 85 queries
+295%
Conversions from ChatGPT
44 → 174 events
An Established Store that Had Stopped Growing
At the start of the project, the online store already had some organic visibility and stable search traffic. The foundation was in place, but there was significant room for growth. Only 43 keywords ranked on the first page of Google, while a large share of the target keywords remained outside the top 10, with many ranking in positions 11-20 or lower.
At the same time, we noticed a promising signal: the store had started receiving its first visits from ChatGPT referrals. Our main goal was therefore to increase the brand’s visibility not only in traditional organic search, but also across AI-powered search and answer platforms.
At the same time, we noticed a promising signal: the store had started receiving its first visits from ChatGPT referrals. Our main goal was therefore to increase the brand’s visibility not only in traditional organic search, but also across AI-powered search and answer platforms.
March 2026 Baseline
Clicks (Search Console)
703
Impressions
9,560
Average position
12.1
Organic sessions
1,011
Organic new users
488
Sessions from ChatGPT
5
What We Set Out to Change
01
Keyword research and Expansion: Build a comprehensive keyword set covering the search terms furniture shoppers actually use.
02
Technical SEO: Fix crawling and indexing issues that limit the site’s visibility in search.
03
SERP visibility: Make the store’s search listings stand out from competitors using structured data and enhanced snippets.
04
Authority building: Strengthen the site’s authority with high-quality backlinks while addressing spammy or low-quality links.
05
GEO (Generative Engine Optimization): Improve the brand’s visibility across AI search platforms and turn AI mentions into a measurable source of referral traffic.
Five Workstreams Running in Parallel
Preparation began in late February 2026, and an active phase kicked off in March. All five workstreams were launched in parallel, allowing their impact to build and compound over time instead of tackling each area one after another.
1
Semantic core
Keyword research and clustering, identifying priority pages, new categories, blog topics, and anchor text.
2
Technical optimization
Conducting a technical audit, identifying technical issues, preparing technical specifications for fixes, and QA testing of implemented changes.
3
Pages and content
Optimization of title tags, meta descriptions, and H1 headings, preparation of briefs for new landing pages, SEO content creation, and internal linking optimization.
4
Structured data
Implementation of structured data for prices, product availability, ratings, and breadcrumbs.
5
Link building
Identifying relevant Australian websites, preparation of an anchor text plan and content, community-based link building, and identification and removal of spammy backlinks
Results Speak for Themselves
Ranked #1 on Google Australia for "elm sideboard"
The Elm console collection page reached the #1 position in Google Australia. This was achieved through targeted optimization around the keyword cluster: optimized title tags and meta descriptions, optimized on-page content, reviews, and product structured data.
https://the-byron.com.au/collections/sideboards-and-consoles
Content that expands organic reach
Informational articles like “Coffee Table Styling Ideas” target search queries that commercial pages are unlikely to rank for. This drives additional traffic, expands keyword coverage, and strengthens the store’s topical authority.
https://the-byron.com.au/blogs/news/coffee-table-styling
Authority from relevant Australian websites
Articles published on relevant Australian websites (e.g. areanews.com.au and customhomesonline.com.au) with relevant anchor text. The goal of these placements is to strengthen the site’s authority, increase the site’s authority, and support the store’s priority pages.
areanews.com.au - Best vintage furniture stores in Australiacustomhomesonline.com.au - Best vintage furniture stores in Australia
Four Months of Active Promotion
All data presented compares March 2026, the first month of the project, with June 2026. All figures come from Google Search Console and Google Analytics 4.
Metric
March 2026
June 2026
Change
Clicks from Google Search Console
703
1,080
+53.6%
Impressions
9,560
19,100
+99.8%
Average position
12.1
10.4
+1.7 pos.
Organic sessions
1,011
1,630
+61.2%
Organic new users
488
781
+60.0%
Conversions from organic search
17,509
30,577
+74.6%
Sessions from ChatGPT
5
15
+200%
Conversions from ChatGPT
44
174
+295.4%
AI Search Became a Real Channel
We saw a clear trend: sessions from ChatGPT tripled, while the number of key user actions from this traffic almost quadrupled. AI is emerging as an additional channel for brand discovery and audience engagement.
×3
Sessions from ChatGPT
×4
Conversions from ChatGPT
Visibility Doubled. This Brought in a New Audience.
In four months, the site’s impressions on Google almost doubled, and clicks increased by more than 53%. Organic traffic grew by more than 61%.
Notably, the number of new users increased by 60%. This means that the store not only became more visible but also attracted a new audience. The site’s keyword visibility expanded significantly: the number of target keywords in the top 10 increased from 43 to 85. The site strengthened its rankings in organic search, while GEO (Generative Engine Optimization) helped expand its visibility and generate referral traffic from AI platforms.
Notably, the number of new users increased by 60%. This means that the store not only became more visible but also attracted a new audience. The site’s keyword visibility expanded significantly: the number of target keywords in the top 10 increased from 43 to 85. The site strengthened its rankings in organic search, while GEO (Generative Engine Optimization) helped expand its visibility and generate referral traffic from AI platforms.
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