Hera Bathware is a premium bathroom products retailer competing in one of the most crowded eCommerce verticals in Australia. Their product range — vanities, tapware, shower screens — was high quality but virtually invisible in organic search. Competitors with larger marketing budgets dominated the product category searches that drive purchase intent.
The website had thin product descriptions, no structured data, and a category architecture that made it difficult for search engines to understand the breadth of their offering.
Low organic visibility for premium bathroom products
Dominant rankings across bathroom vanity and fixture searches
Generic product pages lost in competitor noise
SEO-optimised collections winning featured snippets
Flat eCommerce revenue from organic
1.8× revenue growth through targeted search traffic
Collection Optimisation
Rebuilt all product collection pages with unique buying-guide content, comparison tables, and specification breakdowns that matched how buyers research bathroom renovations.
Product Schema
Implemented comprehensive Product and Review schema across all SKUs, winning rich snippets that dramatically improved click-through rates from search results.
Renovation Content Hub
Created a bathroom renovation resource centre with guides on vanity sizing, tapware selection, and bathroom layout — capturing top-of-funnel traffic and building topical authority.
By transforming thin product listings into comprehensive buying resources, Hera Bathware went from invisible to competitive in organic search. Unique visitors grew 1.9× as the new content captured search traffic that previously went to marketplace competitors.
More importantly, the revenue impact was immediate — organic channel revenue increased 1.8× because the enriched product pages converted at significantly higher rates.