SUCCESS STORIES

Relieving The Pain of SEO with Zea Relief

Zea is a Tasmanian family business with a deep respect for nature. It began in 2016 as a family market stall built around a single native plant, Tasmanian Kunzea, and a simple goal: to create something natural and genuinely helpful.

Zea went on to develop the first Original Kunzea Cream, which laid the foundation for its TGA listed Kunzea Pain Relief Cream. Today its range covers pain relief, skin health, essential oils, aromatherapy and raw Australian honey, and its products are stocked in more than 3,000 retail locations across Australia.

As the brand grew and prepared to move to a new website, Zea set out to make sure Australians looking for natural pain relief could find it on Google.

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2429%

ROI in SEO

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61%

increase in organic users

The Need

Zea's hero product was known online as "kunzea cream", but shoppers were searching for "pain relief cream", and Zea ranked around position 55 for that term. With a move from zearelief.com to zea.com.au on the way, and as a health brand where trust matters, Zea needed SEO that would carry its rankings across and show Google the expertise behind every product.

The key objectives:

More organic traffic
- Grow organic users from 30,000 to 40,000 year on year.
More organic revenue
- Grow revenue from organic search year on year.
Top three for "pain relief cream"
- Reach a top three ranking for Zea's most important keyword.
Trust and authority
- Build E-E-A-T signals that show Google the experience and expertise behind Zea.

The Plan

We built the plan around three things: the right keywords, a smooth move to the new website and the trust signals a health brand needs.

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Competitor research

Study competitor brands and keywords to find the best positioning for Zea's products.

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Product positioning

Align product names and title tags with how shoppers search, like "pain relief cream".

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Migration support

Guide the move from zearelief.com to zea.com.au so rankings carried across.

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E-E-A-T signals

Build author pages and expert content that show Google who stands behind Zea.

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A smooth migration

As Zea moved to zea.com.au, we set clear expectations with the team, shared SEO migration best practice and audited page speed so the developers knew where to focus. Once the new site launched, we reviewed and improved its structured data.

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Pain relief cream, front and centre

Competitor and keyword research showed shoppers were searching for "pain relief cream", not "kunzea cream". After the migration, we realigned the product around that term, researched keywords for Zea's new product range and pointed backlink outreach at its product lines.

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Expertise you can see

We built author pages and E-E-A-T signals and strengthened Zea's articles. Several became featured snippets, including a guide to Australian native essential oils.

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Moving to a new domain

A new domain is a big change for any brand. Careful planning, clear communication and a page speed audit helped Zea's new website launch smoothly.

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A name shoppers weren't searching for

"Kunzea cream" was a name few people searched for. Repositioning the product around "pain relief cream" connected Zea with the shoppers already looking for it.

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Building trust in health

Health products need to show real expertise. Author pages and stronger articles gave Google clear signals that Zea's content could be trusted.

The Results

Comparing August 2022 with August 2021, the campaign delivered on every goal.

Organic users up 61%: Organic users grew about 61% year on year, from around 31,000 to around 50,000, well past the 40,000-user goal.

Organic revenue up 61%: Revenue from organic search grew 61% year on year, well ahead of the goal.

Second for "pain relief cream": Zea climbed from around position 55 to position 2 for "pain relief cream", beating the top three goal.

2,429% ROI: From August 2021 to August 2022, organic search returned 2,429% on Zea's SEO investment.

Featured snippets: Zea's articles earned featured snippets, as the brand also drew media attention, including a 7NEWS feature in February 2022.

2429%

ROI from SEO

61%

Increase in organic users

Google position for "pain relief cream", up from 55

The Conclusion

Zea started with a single Tasmanian plant and a family market stall. By the time this campaign was in full swing, it had a growing range of natural products and a brand-new website, and it needed search to keep up.

We made sure the move to zea.com.au went smoothly, then put the focus where shoppers were looking: "pain relief cream". Author pages and stronger articles showed Google the expertise behind every product, and targeted backlinks lifted Zea's product lines up the results.

The result was a brand Australians could find as easily as they could trust it. Zea climbed from position 55 to position 2 for "pain relief cream", organic users and organic revenue both grew about 61%, and the campaign returned 2,429% on its investment.

2,429% ROI. Position 2 for "pain relief cream".
Natural relief, now easy to find.

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In-depth AI & SEO audit

Uncover weaknesses and opportunities to overtake the competition and gain market share

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Expert traffic analysis

Discover quick wins to boost  your visibility for your most valuable search terms

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Custom AI & SEO roadmap

Get clarity and confidence with an AI & SEO strategy aligned with your goals, industry, and unique challenges

Client success:

2429%

ROI in SEO

61%

increase in organic users

“It’s always a ‘soothing’ feeling to know you are an emerging presence in your field – with a painless migration and outstanding ROI.”

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378%

Increase in number-one keyword rankings

How 'custom t shirts' went from page one, position eight, to the very top spot.

Relieving The Pain of SEO with Zea Relief

The Need

The Plan

The Execution

The Challenges Overcome

The Results

The Conclusion

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