How We Grew greenwoodleather.com.au
Clicks +123% in 3 Months
A deep dive into how an Australian handmade leather brand outranked mass‑produced competitors using GSC, Ahrefs, and keyword data.
Total
Clicks
+123%
Total
Impressions
+192%
Average
Position
-22%
Average
CTR
+18%
The Challenge & Diagnosis
The Problem:
Greenwood Leather made beautiful products but was invisible online. Organic traffic was stuck. Google Search Console showed only 4,660 clicks and 414K impressions in the previous 3 months. Average position was 11, barely on page 1 for a few terms, but sliding to page 2 for most. For money terms like “handmade leather wallet Australia” and “genuine leather satchel Melbourne”, they were getting crushed by mass‑produced competitors
What We Found (The Audit):
Content Gap:
No educational or commercial content around leather care, buying guides, or “why handmade beats mass produced.”
Technical Issues:
Slow product images (uncompressed), no product schema, and poor internal linking between category pages and blog.
Authority Bleed:
Domain Rating stuck at 19 – competing against big brands with DR 40+.
Local Miss:
No “near me” optimization for Melbourne or Sydney leather buyers.
The Stakes: Every day that a leather lover searched for “quality Australian leather goods” and landed on an import instead of Greenwood was a lost sale and a missed chance to support local craftsmanship.
The Strategy
(The Case We Built)
We built a three-phase strategy, a niche where trust,
specificity, and local authority win.
Phase 1
Technical & On-Page
Compressed all product images, cutting load time from 4.5 seconds to 1.9 seconds for faster mobile browsing.
Added Product schema to every wallet, bag, and belt page to help Google understand the handmade craftsmanship.
Fixed orphaned blog posts by linking them to relevant product categories and collections.
Phase 2
Content optimization
Targeted specific leather‑lover questions like how to break in a wallet, why full‑grain lasts longer, and how to clean a leather bag.
Built 6 cornerstone pillar guides covering leather types, care routines, gift ideas, handmade vs factory, sizing, and belts.
Interlinked every pillar page to product collections and blogs, creating a topical silo Google trusts.
Phase 3
Off-Page
SEO
Reached out to Australian lifestyle blogs, men’s style publications, and sustainability forums for organic features.
Secured 150+ backlinks from DR 30+ Australian websites, including Melbourne Made and an ethical fashion blog
Landed a guest post on a popular leather care site, driving referral traffic and boosting domain authority.
AEO is becoming critical as AI-powered search systems increasingly determine which answers are
The Results
Google Search Console
Clicks more than doubled. Impressions nearly tripled. Yes, CTR dipped slightly, but that’s because we started showing up for broader, top‑of‑funnel searches. That’s a sign of growing brand awareness, not failure.
Ahrefs Report
Authority built the right way. DR 37 means Greenwood now outranks mass‑produced competitors for ‘handmade leather Australia.’ Every new backlink is a stitch in the SEO armour.
Ready to grow like
Green Wood Leather?
Greenwood Leather was getting buried. Now they’re pulling 10K+ clicks per quarter. The SEO sauce? Pillar guides + local backlinks + product schema. Case study inside.