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Case Study – Oxlades Art Supplies

Home • Case Study – Oxlades Art Supplies
How Donohue Consultancy Rebuilt Oxlades’ Organic Growth Engine to Deliver
Brands we work with

THE
RETAILER

Oxlades is a heritage Australian retailer and distributor of art, craft, and design supplies with stores nationwide.

 

As a trusted supplier for education, design professionals, and hobbyists, Oxlades’ digital performance was strong but under-indexed compared to its physical store dominance.
The brand engaged Donohue Consultancy to develop a long-term SEO transformation strategy that would elevate its organic visibility, content authority, and eCommerce revenue.

ABOUT THE PARTNER

Donohue Consultancy is a full-service Australian eCommerce growth consultancy, helping retailers scale sustainably through data-driven marketing and platform optimisation.
CORE CAPABILITIES

  • Web Design & Development: UX-focused, mobile-first store builds and redesigns
  • Digital Marketing & Growth: Paid search, paid social, SEO, conversion optimisation, analytics
  • Consultancy & Training: Strategic guidance, staff education, practical know-how for scaling
  • Integrations & Ongoing Support: Product feeds, marketplace integrations, ongoing optimisation and troubleshooting

SEO TRANSFORMATION
Donohue Consultancy developed a multi-phase SEO growth roadmap spanning technical, content, and authority pillars — each tied to measurable business outcomes to build an SEO system that could match Oxlades’ retail legacy with digital leadership.

KEY GOALS

Elevate organic visibility and eCommerce revenue

Build content authority and a structured hierarchy

Capture high-intent, non-branded search traffic

Match retail legacy with digital leadership

THE CHALLENGE

Oxlades’ site ranked for branded searches but lacked visibility across the high-intent, non-branded product and category terms driving industry growth.
BRANDED VISIBILITY ONLY
The site ranked well for branded searches but lacked visibility across high-intent, non-branded product terms.
FRAGMENTED CATALOGUE
The extensive online catalogue suffered from thin content, inconsistent internal linking, and no structured content hierarchy.
DIGITAL UNDER-INDEX
Oxlades’ digital performance was strong but under-indexed compared to its physical store dominance.
STRUCTURAL ISSUES
Index bloat, crawl-depth inefficiencies, and duplicate URLs were hindering scalable growth.

THE SOLUTION DEVELOPED

Donohue Consultancy’s SEO transformation strategy was implemented in three key phases

Technical SEO Rebuild

  • Conducted a comprehensive crawl audit to eliminate index bloat and fix crawl-depth inefficiencies.
  • Structured URL hierarchies and metadata for top-selling categories.
  • Implemented schema markup and Core Web Vitals monitoring, reducing load times by 41%.

Content Ecosystem Strategy

  • Transformed the site into an authority hub with a Content Cluster Model.
  • Introduced a monthly content calendar with long-form guides like “How to Choose the Right Brush”.
  • Integrated internal linking networks, tripling crawl efficiency and topical relevance.

Authority & Backlink Expansion

  • Partnered with Australian art schools and creative bloggers for high-trust backlinks.
  • Curated press-style editorial placements showcasing Oxlades’ expertise.
  • Achieved a 28% year-on-year increase in Domain Authority.

Key Results

Measurable, Multi-Layered Business Growth from the SEO Transformation
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Tangible Outcomes

  1. SEO Revenue increased by 155% year-on-year.
  2. Organic sessions grew by 124% year-on-year.
  3. Total retail sales increased by 12.5%.

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Engagement & Growth

  1. Top-10 Keyword Coverage increased by 310% across high-margin categories.
  2. Average time on page increased by 37%.
  3. Bounce rate decreased by 22%.

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Strategic Outcomes

  1. Category pages consistently ranking top 3 for core transactional queries.
  2. SEO now contributes a record share of total eCommerce revenue.
  3. Matched retail legacy with digital leadership.

“For Oxlades, SEO wasn’t just about ranking higher — it was about reflecting the trust and authority they’ve built over decades in retail. The 155% revenue lift shows what happens when SEO is treated as a core growth driver, not just a technical task.”

— Milan Narayan, Digital Marketing Lead, Donohue Consultancy

WHY PARTNER WITH
DONOHUE CONSULTANCY

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SEO-Led Transformation

Proven expertise in scaling retail and eCommerce brands through SEO
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Strategic Frameworks

Combining technical rigour, creative content, and commercial logic
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Omnichannel Strategy

Transparent performance tracking and integration with broader strategy
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Long-Term Growth

A partnership focus built for compounding growth, not short-term wins

Start with a Clear Plan

Growth starts with understanding — of your data, your market, and your opportunities.
Our free strategy audit reviews your current digital performance, identifies key growth levers, and outlines a roadmap to elevate your results.

This is the start of a beautiful partnership.

When you collaborate with Donohue Consultancy, you’re getting more than just our team’s expertise. Some of our partners include: