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Industry: eCommerce – Personalised Gifts
Location: Australia
Products Sold: Personalised glassware, leather & luxury homewares
Business Type: Ecommerce Store
Technical SEO
Keyword research
On-page SEO
Content marketing
Link building
Mont Laurent is an ecommerce brand selling personalised leather accessories and engraved glassware for gifting and travel. The product range draws mixed intent, from branded searches to category queries such as travel wallets, passport holders, wine glasses, champagne flutes, and corporate gifting.
Demand already existed for personalised travel accessories and engraved drinkware. The problem was competition and complexity. Searchers do not use one keyword. They search by use case, product type, and occasion, and each variation needs a page that feels like the right match.
Mont Laurent also had two parallel sources of demand. Brand searches were strong, but non-branded category terms were where the next layer of growth sat. The goal was to expand visibility across the categories that convert, earn more qualified clicks, and measure progress through on-site actions, not just rankings.
Top SEO Sydney worked across three areas to lift performance:
Technical improvements to support growth
We strengthened the crawl and indexing foundation so search engines could consistently find, understand, and rank the pages that matter as category coverage expanded.
Smarter content and landing pages aligned to demand
Search demand clustered into clear groups, especially travel (passport holders, travel wallets, luggage tags) and drinkware (wine glasses, champagne glasses, whiskey glasses). We prioritised the pages most likely to capture high-intent searches and move users from discovery to product selection.
Authority building through robust backlink acquisition
In a crowded gifts and accessories market, authority signals matter. We supported on-site work with consistent backlink activity to improve trust and competitiveness across both category terms and long-tail product variations.
Mapped keywords around how people shop
Search Console showed strong branded demand, with “mont laurent” and “montlaurent” driving meaningful clicks. It also surfaced non-branded opportunities such as “travel wallet” and “personalised passport holder”, where visibility was high and the click upside was clear.
Improved listings so they earned the click
Rankings alone do not pay the bills. We refined on-page signals and tightened SERP presentation so key category and product pages looked more relevant, read more clearly, and competed better for high-intent terms, while maintaining strong performance on branded searches.
Built category coverage around real demand clusters
The rank report confirmed two main engines of growth: travel and drinkware. Rather than relying on a small set of generic pages, we strengthened and expanded category coverage so more searches landed on a page that matched intent. Priority areas included personalised passport holders and travel wallets, alongside drinkware categories such as personalised wine glasses and personalised champagne glasses.
Reduced reliance on one traffic source
GA4 showed strong growth in total users, supported by increases across Direct, Organic Search, Paid Search, and Organic Social. That mix matters for ecommerce. It helps performance hold up when one channel is quieter.
Reported progress through actions
We tracked performance through key events and engagement signals so improvements stayed tied to on-site behaviour, not surface-level metrics.
Balancing branded demand with category growth: Brand queries performed well, but scaling required stronger results on non-branded product searches.
Capturing product intent without fragmenting relevance: Travel and gifting searches branch into many close variants, so landing pages and internal paths needed to stay clean.
Turning impressions into clicks and actions: High visibility created opportunity, but results depended on sharper relevance, better click appeal, and a smoother path to action once users arrived.
By the end of the reporting period, Mont Laurent had stronger visibility and measurable uplift in acquisition and actions:
GA4
Channel growth (users)
Google Search Console (last 6 months)
Tracked rankings (Google.com.au)
Mont Laurent’s growth came from building consistent performance across branded searches and the product categories buyers actually use, then holding that work accountable to actions on site. Stronger category coverage, cleaner SERP messaging, and tighter alignment to demand turned visibility into more qualified visits and more key events.
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