Case Study
From Invisible to #1: How Windsor Hardware Grew Organic Clicks 372%
The website had been structured around internal ERP logic rather than the way customers searched and navigated. Product pages sat at URLs like /au/products/1364, which worked for internal systems but told customers and search engines nothing about the product. We rewrote 1,337 product URLs across Windsor’s New Zealand and Australian sites into clear, descriptive names, so /au/products/1364 became /au/products/mini-lever-entrance-lock-kit-round-1364. This gave Windsor a cleaner SEO foundation, strengthened the link between key pages and search terms, and made the site easier for customers and search engines to understand.
With the foundations in place, we turned to the language customers were actually using. Product categories and naming were aligned with high-intent search demand around terms such as entrance, front, entry, lever and pull door handles. Instead of internal product terminology dictating the site, Windsor’s category structure began reflecting how customers searched. In Australia, that meant a single, well-structured category page could answer “entrance,” “front” and “entry” door handle searches, including terms the site hadn’t been indexed for at all.
Strong ecommerce photography sells the product, but imagery alone gives search engines limited context. We strengthened priority category pages with written content that explained each range and matched the intent behind the search. The goal wasn’t to fill pages with generic SEO copy, but to make them genuinely more useful. That gave search engines stronger signals about each category, and helped customers understand the range and move through the site with confidence.
monthly organic clicks in Australia
entrance door handles
front door handles
Searches that once led Australian customers to competitors now lead them to Windsor.
Three of Windsor’s most valuable door handle searches in Australia moved to the top of the organic results. “Entrance door handles” climbed from #15 to #1, while “front door handles” and “entry door handles,” which the site hadn’t been indexed for at all, reached #1 and #2. Combined with the wider improvements across the site, monthly organic clicks in Australia grew from around 360 to 1,700.
Search “entrance door handles” in Sydney today and Windsor Hardware Australia is the #1 organic result, while several of its Australian competitors pay for the ad space above it. Searches that once led Australian customers to competitors now lead them to Windsor.
Three of Windsor’s most valuable door handle searches in Australia moved to the top of the organic results. “Entrance door handles” climbed from #15 to #1, while “front door handles” and “entry door handles,” which the site hadn’t been indexed for at all, reached #1 and #2. Combined with the wider improvements across the site, monthly organic clicks in Australia grew from around 360 to 1,700.
Web Antler delivered a custom dashboard to view live SEO performance and paid advertising. The team delivered items on time, followed up on progressing projects, and collaborated well with third-party providers. Moreover, they educated our company on SEO and provided great recommendations
