The challenge
New Office is a Shopify-based e-commerce store supplying commercial office furniture — desks, ergonomic chairs, boardroom tables, reception counters, storage and partitions — to businesses, schools and government organisations across Australia. Despite a wide product catalog, their organic search visibility was limited, with high-intent buyers searching terms like 'ergonomic office chairs Melbourne' unable to find them on Google, driving over-reliance on paid ads.
The approach
SalesWaly ran a focused 3-month SEO sprint: on-page optimisation across product and category pages, a technical SEO audit (site speed, mobile experience, crawlability fixes), city + product-intent keyword research, and quality backlink building — all aimed at measurable organic growth in a short window.
On-page SEO was revamped across the top 40 product categories — titles, meta descriptions and internal linking structure were all improved. Site speed improved by 35% through Core Web Vitals fixes. 12 city-specific landing pages (Sydney, Melbourne, Brisbane, Perth, etc.) were optimised to capture local search intent.
