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Client Industry: eCommerce Apparel
Product: Socks
Market: Australia
Platform: eCommerce store
Technical SEO
Keyword research
On-page SEO
Content marketing
Link building
MADMIA is an ecommerce brand known for bold, colourful socks for babies, toddlers, and adults. The product range spans playful styles and character-led collections, which naturally creates a wide spread of search intent, from broad category terms (like “crazy socks”) to specific themes (animals, unicorns, Barbie, Disney, superheroes, and more).
MADMIA’s search opportunity was clear: people aren’t just searching for the brand, but also for the occasion and the character.
At the same time, the keyword landscape was fragmented. Searchers used different variations of the brand name (“madmia”, “mad mia”), mixed branded and non-branded discovery, and looked for local intent (“near me”, “stockists”), all while expecting a smooth path from landing page to checkout. The goal was to win high-intent visibility across the socks category and turn that visibility into revenue, at scale.
Top SEO Sydney built a strategy around three practical levers, designed to improve visibility, earn clicks, and convert:
Technical improvements to support growth
We focused on strengthening the site’s technical foundation so search engines could consistently crawl, understand, and surface the right pages as MADMIA expanded coverage across categories.
Smarter content and landing pages aligned to demand
Search demand clustered into clear groups: “crazy”, “funny”, “kids”, and themed segments like “animal socks”, “Barbie socks”, and “superhero socks”. The plan prioritised the pages most likely to capture those searches and move users deeper into product discovery.
Authority building through robust backlink acquisition
To compete in a crowded retail space, we supported on-site work with a consistent backlink approach to lift trust and competitiveness for both category and long-tail queries.
Keyword mapping that matched how people actually shop
Google Search Console data showed MADMIA already commanded demand for core branded terms, with “madmia” (26,843 clicks) and “madmia socks” (13,345 clicks) leading performance.
We protected and extended that dominance, while deliberately expanding reach into non-branded discovery like “crazy socks” (2,228 clicks).
SERP-focused optimisation to win the click, not just the rank
Improving visibility is only half the job. We refined on-page signals and SERP presentation so listings earned clicks when they appeared, supported by the year’s measurable gains in clicks alongside impressions.
Category coverage built around how MADMIA products are searched
The rank report reinforced how broad the opportunity was across themes and modifiers, from “fun socks” and “funky socks” through to “kids socks”, “dinosaur socks”, and “unicorn socks”. Instead of relying on a small set of hero pages, we worked toward deeper coverage, so more searches had a relevant landing experience.
Search engine reach beyond Google
While Google remained the primary revenue driver, organic revenue also came through Bing and Yahoo, reflecting a more resilient acquisition mix. This mattered because it reduced dependency on a single platform and supported consistent sales contribution from organic search overall.
Local signals captured “near me” and discovery intent
Search Console showed demand for “near me” style queries, and MADMIA’s Business Profile contributed meaningful engagement, including 1,138 website clicks and 977 direction requests during the period.
By the end of the reporting period, organic search had become a stronger, more reliable revenue channel:
MADMIA’s results did not come from chasing a single keyword. The bigger shift was building consistent organic performance across branded searches, category terms, and long-tail product queries, then converting that visibility into sales. Broader coverage and stronger SERP listings helped organic move beyond “more traffic” and become a dependable source of revenue.
Top SEO Sydney helps brands turn search demand into sales with technical improvements, content that earns clicks, and authority building that holds up in competitive categories.
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