Case study · Commercial kitchen equipment supplier, Queensland · the last 12 months
A Queensland supplier sells commercial kitchen equipment to restaurants, cafes and hotels through a 4,600-product WooCommerce store. Over the last 12 months, organic clicks rose 40% year on year to an all-time high, the value of orders and quotes coming through the site more than doubled, and every number became one the business can trust.
The year started with a hard look at where things actually stood. Finding the problems meant treating the site as a system to diagnose, not a brochure to tweak.
Quoting, product tabs and badges ran on third-party plugins that broke quietly. We replaced them with purpose-built plugins the business owns — including a Request-a-Quote system with 60+ automated tests and all 495 old quotes preserved, plus a monitor that emails within hours if quotes ever stop — and cut the plugin count from 45 to 25.
2,514 over-long titles and 1,554 duplicate descriptions fixed, 381 redirects against the error flood, canonical tags restored. Every deploy shipped with a pre-declared set of target searches, so results were measured against predictions — not cherry-picked afterwards.
A custom guard keyed on request signatures the scraper fleet can’t fake — run in watch-only mode first, so no real visitor was ever blocked before it enforced. A weekly check confirms real Googlebot blocks stay at zero.
Hundreds of new products a month — 449 in August alone, plus 767 variations — and more than 2,000 reprices across supplier lists from July to September, each snapshotted and reversible with one command. The Google Shopping feed repaired, and fake review markup inherited on ~3,900 products found and removed.
September 2026.
conversion value against ad spend in Google Ads for September, in line with August (~13×).
a single quote request that arrived from ChatGPT, recorded by the store’s own order tracking. AI assistants are already sending this store real buyers.
Every price batch and content change ships with a snapshot and a one-command rollback. When one of our own deploys broke page rendering, recovery took minutes — and an automated gate now refuses any deploy whose pages don’t render.
We audited our own earlier copy against the live catalogue, found 458 claims that didn’t hold up, and corrected every one. When a ranking win turned out to be a four-day blip, the correction went in the client report.
Incidents get diagnosed read-only before anything changes; protection systems watch before they block. One “site is broken” scare ended with data showing orders arriving every single day.
Category pages draw 178K impressions a month — the biggest untapped organic lever.
A gap analysis against the market leader shows exactly which ranges are missing.
Ads lose over half their potential impressions to budget caps — a rare case where “spend more” is the right advice.
Becoming the answer AI assistants give for commercial kitchen questions.
Rankings sliding, numbers you don’t trust, plugins you’re afraid to touch. That’s the kind of thing we fix — as your web and growth team, not another agency ticket queue.
All figures come from the client’s Google Search Console, Google Ads and store records, and the monthly reports produced during the engagement. The client is named and the full numbers are shared privately with businesses we’re talking to.