The Good Guys SEO Case Study

With humble beginnings as a family owned business in the 1950s, The Good Guys has grown to become one of Australia's most recognisable and beloved stores. Providing customers with great value product deals, they have continued to thrive in the turbulent e-commerce landscape.

The online appliances and white goods market is filled with not only large homewares and furniture competitors, but specialised smaller businesses. While The Good Guys is one of the leading brick and mortar stores, they wanted to solidify their position as a top online retailer. 

Optimising was challenged to help make The Good Guys the best possible online retailer for their customers, helping to reflect their excellent offline presence.

Being a household name doesn't come without its challenges. With a website and reputation of The Good Guy's scale, the Optimising team needed to ensure that their recommendations were consistent with existing goals of the company and could be implemented by the internal teams. To take a task of this magnitude on, we identified some key areas to improve.

Optimising was given the challenge to further strengthen The Good Guys' position as the go-to destination for whitegoods and appliances by using what made them stand out from the competition - their high level of expertise and competitive pricing.

Beginning with the fridges and freezers, Optimising noticed opportunities to help users make better purchase decisions by providing additional product information. For example, if you are searching for a fridge, you'll need to know whether it'll fit in your kitchen and how much it can hold. Working with The Good Guys marketing and product teams, we ensured measurements and relevant details, such as usable litre capacity, were included on products. This benefited users and provided search engines more context for better rankings.

Next, we added quality titles and meta descriptions to explain page content and give potential customers more incentive to click. Optimising also worked with The Good Guys' internal content team to improve on-page copy on product listing pages and resource pages.

The Good Guys wanted to be where customers could make informed purchase decisions. Optimising provided SEO recommendations to help develop their existing buying guides and related content. These guides featured information ranging from different types of kitchen blenders to air conditioner purchasing considerations. Our recommendations included improving content structure and ensuring guides were easy to find and navigate.

Optimising first analysed primary categories like Refrigerators, TVs, and Cooking & Dishwashers, creating an extensive competitor analysis to recommend technical improvements. These recommendations ranged from site architecture to internal linking and structured data.

To make category pages more user and SEO-friendly, we helped update pagination to align with Google's recommendations and improved product interlinking. This ensured search engines could easily find products listed beyond page one. We also focused on improving collection page speed by reviewing how assets were loaded and suggesting optimizations to The Good Guys' Web Development team.

According to Auspost, 9.2 million Australian households shopped online in 2021. Due to this trend, especially on mobile, a key aspect of our technical improvements was ensuring pages were easily viewed on both mobile and desktop, creating a seamless buyer experience regardless of device or browser.

Optimising has been working with The Good Guys for more than 18 months to create and deliver their SEO campaign strategy. With such a big online presence, this is only the beginning of our partnership to help elevate The Good Guys website to the next level.