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Case Study

Rusty Australia

A Customised SEO Strategy for an Iconic Australian Surf Brand

The Challenge

Rusty needed support from a digital partner who could protect the SEO authority built up on their website.

Rusty is one of Australia’s leading lifestyle brands, offering a wide range of surfwear, surfboards and accessories. Born in the late 80’s, drawing inspiration directly from indie music, contemporary art & cutting-edge fashion, Rusty has grown into an icon in their industry, selling online and in-stores across the globe.

Rusty were referred to Reload to assist with migrating the SEO components of their site from the Magento 1 platform onto Shopify. Prior to the site migration, the organic search channel was responsible for a large portion of Rusty’s overall website traffic and revenue. We knew a potential drop in this organic traffic, resulting from a poorly executed SEO migration, could have a huge impact on Rusty’s overall business revenue. 

The Solution

To mitigate the risk involved, Reload worked closely with the Rusty team and their web developers to protect organic traffic and any high-value keywords that the site was already ranking for organically. We developed a full SEO Audit and migration plan to ensure the new site allowed for the continued organic growth of the Rusty brand.

We also had to consider other channels that were contributing to Rusty’s online performance (for example, paid ads, social media or email marketing) to ensure there was no disruption to these during the migration.

The Process

Completed a full SEO Audit and worked closely with Rusty’s web developers to create a custom migration plan.

Identified the high-value pages driving the most organic traffic and revenue to ensure these were closely protected during the migration.

Protected high-value keywords that the site was already ranking for organically.

Optimised individual pages for keyword opportunities to further improve organic performance. 

Replatforming can be an extremely risky process for an online store, any mistakes or issues can lead to a sharp drop in organic traffic and revenue. Reload understood this and helped us execute a smooth transition to a new platform while also helping us fix existing SEO issues. With Reload, we’ve seen our organic traffic and revenue grow from strength to strength and look forward to our continued work with them.

Albert Pulver, Ecommerce & Digital Marketing Manager

The Results

By undertaking a thorough approach, Reload were able to successfully mitigate the risk involved with Rusty’s website migration and were not only able to maintain their existing search engine rankings, but generate an uplift in Rusty’s organic traffic and revenue.

Reload continues to work with the Rusty team to develop and implement ongoing digital strategies to ensure long-term growth for the business.


Increase in Organic Traffic


Increase in Organic Revenue

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