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2024 was a difficult year for many New Zealand businesses, but for this online electronics store, I netted them an extra ~17,000 organic visitors per quarter, increasing their organic traffic by a whopping 300% (4x increase) in only one year.

If you want the same kind of SEO results for yourself, here is how you do it:

• #1 Every page needs a purpose. Every product page, collection page, and other website pages should be mapped to at least one specific search topic for SEO. If you don't know what keywords your web pages should be appearing for, you will struggle to find footing with your own SEO.
• #2 Keep it fast and fun. Users will stay longer on your website if it loads faster and gives them a better experience. Focus on removing website issues, loading web pages quickly, and adding value to your customer's browsing journey.
• #3 Do not forget about local SEO Google search is not the only place you can get organic traffic for. Optimise your Google My Business (GMB) listing for searches on Google Maps, and optimise your website for highly local searches, such as "Electronics stores Auckland", or "Electronics stores near me".

Every New Zealand business is trying to get on top of AI answer engines like ChatGPT, Google Answers, and Perplexity, but very few know how to optimise properly for this quickly growing channel.

Over the course of 2025, I grew AI brand discovery for an international furniture company from 300 to a whopping 8,000+ visits from ChatGPT following my proven tricks & techniques for AI search discovery, here was the bones of our AI SEO strategy:

• #1 Feeds & Rich Data. Use schema.org structured data so AI tools can map your content into answers directly. Keep pages fast-loading and easy to crawl. Submit your data to feeds like Google Merchants, XML sitemaps, and directories. Optimizing your feeds and rich data to be both accurate and reflecting the queries you want to show for is key.
• #2 Authority & Trust Signals. Brand mentions and backlinks currently have some of the strongest weighting for showing up in AI answers. Promote discussion about your services or products on social platforms like Reddit, get referenced on high-authority websites, and get featured in reputable news outlets.
• #3 Monitor, Experiment, & Optimise Use a reliable LLM monitoring tool to track brand mentions & citations on AI answer engines. Certain LLMs like ChatGPT can update their results frequently based on new feed & search data, so experiment with different strategies, review the results, and adjust your website content + metadata to match how people are querying these AI platforms.

From August 2025 to 2024, I helped grow this New Zealand business from approximately $2m to $7m in annual sales over one year.

2025 was a hard year for many stores, but now more than ever businesses are being rewarded for strategic planning and being on top of the latest strategies. Here are just a few ways I helped this store come out on top:

• Better business practices. If you grew your business from scratch to over $1m in sales or higher, you have likely experienced a lot of growing pains along the way. Using my experience working with over 200+ NZ businesses and 120+ Shopify stores, I was able to help this brand optimise their online operations and simplify their digital strategies across all channels.
• Triple down on what works. I identified a few key strategies that worked extremely well for the brand, but they were struggling to repeat their wins to a limited market size, and was bogged down by other campaigns that weren't producing the same returns. Through strategic planning, expansion into new markets, and automation, we were able to focus on reaching more people with our winning strategies, leading to a large increase in sales and customer base.
• SEO is a long-term play When I started working with this brand in 2022, organic sales were only 10% of their total sales per month. Now in 2025, organic sales account for almost 35% of their total sales. The secret to growing their organic sales was repositioning their brand to better focus on their key target market, producing quality content that users engaged with, and consistently monitoring search trends & rankings for opportunities.

The Aromatherapy Company is a market leader in home fragrance and body care products for New Zealand and Australia with over 5 signature brands and 1,000 stockists worldwide.

To bring their shopping experience to the next level and improve their workflow, The Aromatherapy Company were interested in a Headless Commerce (JamStack) website. I worked with The Aromatherapy Company through local Shopify agency KiwiSprout to develop their new website in Astro, backed by Shopify.

The end result was a 15x faster website with a 40% higher conversion rate that is packed with new features including a bundle builder, volume discounts, and unique loyalty program. Learn more about my solution in the case study below.

While many New Zealand Shopify merchants were struggling to get new visitors during the harsh 2023 year compared to 2022, I grew the organic traffic of a local fashion brand by 90%, resulting in an extra ~80,000 website visitors per quarter.

My work on the Shopify store's SEO contributed to their 28% increase on online sales for 2023 compared to the same time period in 2022, a phenomenal result during a time where many other local businesses were down in sales.

Here is how I did it:

• #1 A Faster & Better Website. You will struggle to achieve any SEO growth if the shopping experience of your store isn't perfect. I improved loading time from 5 seconds on average to 0.5 seconds, and redesigned the store layout for better online shopping.
• #2 A Cross-Platform Content Strategy. I worked with their internal team on a combined content strategy that was cross-posted on their website, social media, and weekly newsletter. The end result was simplifying their content creation while increasing the reach of their content.
• #3 Rich Snippets & Discovery Feed. With a few simple changes to their website and content, I increased the frequency that their website appeared in Google's rich snippets and discovery feed, which is one of the most important and overlooked factors for SEO rankings in modern day, and a crucial factor for appearing in AI searches (AI SEO).