SUCCESS STORIES

Officeworks: Reclaiming SEO Visibility Post-Migration

When Officeworks migrated their site to a new build, the stakes were high. With thousands of product and category pages at risk of slipping from search results, the potential impact on traffic and revenue was significant. As one of Australia’s largest retailers, even small changes in organic visibility could have big consequences.

That’s where StudioHawk stepped in — to stabilise, rebuild, and strengthen their SEO foundations.

60%

Increase in organic traffic

32%

Revenue increase

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The Challenge

The new site build created some big SEO hurdles for the StudioHawk team to address:

React pages weren’t rendering properly for search engines
Internal linking structures left important pages orphaned
Thin product content limited keyword visibility
Legacy systems slowed tracking and implementation

Officeworks needed a partner who could step in quickly, untangle technical issues, and set them up for sustainable growth.

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Our Objectives

Together, we set clear goals for the engagement and took fast, direct actoin to ensure the best results. We focused on:

Stabilise organic traffic post-migration
Improve crawlability and ensure key products were indexed
Expand and optimise product and category content
Support the Officeworks team to implement changes at scale

These objectives weren’t just about recovery; they were about building a stronger SEO foundation that could withstand future site changes and continue driving growth long-term.

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Our Approach

We built a strategy around three core pillars:

1. Technical Remediation
We worked closely with developers to resolve crawlability issues, repair redirect chains, and optimise the React framework so search engines could properly render and index content.

2. Content Optimisation
Keyword mapping and tailored content templates allowed us to enrich product and category pages, aligning them more closely with search intent and unlocking new ranking opportunities.

3. Collaboration & Enablement
By creating SEO playbooks and training resources, we empowered the internal Officeworks team to replicate and scale improvements across thousands of SKUs.

This mix of technical fixes, content expansion, and enablement meant we weren’t just solving problems — we were giving the Officeworks team the tools to keep improving well into the future.

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The Results

Within months of implementation, the results spoke for themselves:

Organic traffic increased by 60%
Online revenue grew by 32%
Crawl errors dropped significantly as thousands of pages were successfully indexed
Competitive keyword rankings were restored and strengthened

The improvements gave Officeworks a cleaner, more scalable SEO architecture — one designed to support their vast catalogue and future growth.

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Conclusion

SEO Migrations always come with risk, but speed and collaboration make the difference. Working hand-in-hand with developers meant fixes could be deployed quickly, preventing search engines from locking in negative patterns.

The process reinforced the value of agility, alignment, and transparent communication during major digital transitions.

Large-scale retailers like Officeworks face a unique SEO challenge: one misstep can have outsized consequences.

By addressing technical issues, expanding content, and enabling their internal team, StudioHawk helped Officeworks not just recover from a risky migration — but emerge stronger, with sustainable systems for future growth.

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Client success:

60%

Increase in organic traffic

32%

Revenue increase

“"I honestly can't put into words how awesome the experience has been working with StudioHawk. I would honestly take a bullet for them at this point with the work they have done with the team, and I feel like they have earned it for all the bullets they have helped us dodge."”

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241%

Increase in Organic Users YoY

The Cruiser Store campaign drove explosive growth in search visibility and positioned the brand as a go-to for LandCruiser accessories.

Officeworks: Reclaiming SEO Visibility Post-Migration

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