RSEA Safety SEO Case Study
RSEA Safety
The Case For Organic Ranking
Do not be deceived, ranking high on Google “alone” doesn’t bring you business, and yea, spending thousands of dollars on Google AdWords doesn’t get you leads either. Read this case study and learn what actually bring in the business.
RSEA Safety is one of Australia’s leading workwear, safety footwear, and PPE retailers, with more than 90 stores across Australia and New Zealand. As an established brand with strong market recognition, RSEA Safety already had a solid foundation in direct traffic and branded search demand.
However, the business wanted to grow Organic Search into a stronger revenue channel and reduce its reliance on paid advertising. Although RSEA Safety had worked with a previous SEO agency, the results had not met expectations. The key objective was to improve organic visibility, attract more high-intent customers, and generate stronger revenue from organic search traffic.
RSEA Safety was not struggling with brand awareness. The real opportunity was improving search intent alignment.
The website already had authority and trust in Google, but many key pages were not targeting the most commercially relevant keywords for the business. For example, ranking for broad terms like “jackets” may attract general fashion shoppers, but it does not properly capture RSEA Safety’s core audience of tradies, businesses, and workers looking for industry-specific products.
To improve performance, we shifted the SEO strategy towards high-intent, workwear-related search terms. Instead of targeting generic product keywords, we refined key category and product pages around terms such as “work jackets”, “work boots”, “hi-vis workwear”, “safety clothing”, and other trade-specific product searches.
This approach helped Google better understand the commercial purpose of each page while improving relevance for customers who were actively searching for workwear, safety footwear, and PPE products.
The improved SEO strategy delivered strong growth for RSEA Safety, including a 25% increase in organic traffic and a 44.3% increase in organic revenue. During the campaign, Organic Search also reached months with over $1 million in revenue, a milestone the business had not previously achieved since tracking organic revenue.
The success of this campaign strengthened the client’s confidence in our SEO approach. As a result, RSEA Safety later engaged us to support SEO for their RSEA Safety Outlet store, which also delivered strong organic performance. This showed the value of aligning SEO strategy with high-intent keywords, commercial search intent, and customer buying behaviour.
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