The Challenge

Deane Apparel faced two major hurdles. Managing thousands of SKUs alongside frequent platform and template updates had made SEO difficult to keep on top of. With other business priorities taking focus, SEO had gradually slipped, leading to a slow but steady decline in traffic. At the same time, Deane was trying to break into the highly competitive Australian market, where strong visibility and credibility are essential to winning enterprise customers.

What We Did

Our Approach

Web Antler began with a full SEO audit across both the New Zealand and Australian websites. From tens of thousands of components, we identified the areas that would have the biggest impact and put them in order of priority. This meant fixing crawling and indexing issues, optimising site content around targeted keywords, and making technical updates to the code templates. By following a structured approach, we were able to first stop the decline and then create the foundation for growth.

First 4 months: halted the downward trend
Next 8 months: turned performance into measurable growth

Prioritising SEO to advance Deane towards their online goals

Deane Apparel's SEO transformation by optimising over 40000 SEO elements on their website resulted in notable improvements over the past 12 months!

42%

Lift in Search Impressions

18%

Lift in Organic Traffic

54%

Lift in Organic Revenue

These improvements set a solid foundation of whats to come in future results for Deane Apparel.

Results in Australia

In Australia, the focus was different: establishing visibility and credibility as a uniform supplier for large enterprises (500+ staff). Positioning Deane as a trusted brand in this market was key.

The results so far:

+58% year-on-year impressions
+10% improvement in rankings
+17% click growth

Deane is now dominating competitive industry terms such as #1 rankings for:

#1 “Food industry uniform”
#1 “Food production uniform”

Results in New Zealand

Our goal in NZ was growth, leveraging Deane’s home advantage. We focused on driving traffic and revenue, and the results speak for themselves:

+30% year-on-year impressions
+18% organic click growth
+60% increase in revenue

Deane is now ranking #1 for high-value terms, such as:

#1 “Uniform clothes for work”
#1 “Food manufacturing uniform”
#1 “Workwear uniform”

Web Antler Exceeds Expectations

Partnering with Web Antler has been a game-changer for our SEO. In just three months, we’ve seen a remarkable increase in organic traffic and keyword rankings, significantly enhancing our online visibility. Their work has exceeded our expectations, and we look forward to continued success together.”

Sian Wilson Marketing Manager

The SEO Reset That Stopped a Traffic Decline—and Drove 54% More Revenue