Shopify
Introduction
Milligram is a leading Australian retail brand offering a carefully curated range of premium stationery, office supplies, and lifestyle products. Known for its strong design ethos and attention to detail, Milligram appeals to design-conscious shoppers who value quality, function, and aesthetics.
Insight
Milligram engaged Megantic to grow organic rankings and revenue while reducing reliance on paid media. With rising ad costs, the goal was to cut Google Ads spend and shift investment toward
long-term, cost-efficient growth through organic search.
To achieve this, the SEO strategy needed to go beyond surface-level optimisation and focus onbuilding a scalable, revenue-driving organic channel aligned with how customers actually search
and shop online.
Our Approach
We began the campaign with in-depth keyword research to ensure Milligram’s products andcollections aligned with real customer demand.
Milligram’s site identity centres around designer stationery for design-conscious individuals.
Our strategy focused on reinforcing this positioning through search-led site structure, UX, and category development.
Navigation and menu structure were informed by keyword research and menu click data, ensuring key collections reflected how users browse and search. Gifting was also identified
as a major opportunity, with specific focus on luxury and designer stationery gifts.
Some of the key initiatives we delivered include:
- Researched organic market opportunities and restructured website architecture based on clustered keyword data.
- Expanded indexable collections, opening 30+ new category-based SEO sales entry points.
- Wrote and deployed new optimised metadata based on high-intent, transactional keywords, highlighting Milligram’s key USPs and calls to action.
- Redirected and consolidated non-relevant or underperforming collection pages to strengthen priority URLs and improve crawl efficiency.
- Removed 50+ low-value or orphaned collections to preserve crawl budget and improve overall site performance.
- Identified and resolved 30+ instances of keyword cannibalisation using Megantic’s proprietary scripts by refining page intent, updating H1s and metadata, and improving internal linking.
- Refined navigation and menu structure using keyword research and menu click data to support both SEO performance and user experience.
This structured approach ensured Milligram’s site architecture, content, and technical foundations worked together to support long-term organic growth.
Year on Year Results
Summary
This campaign highlighted our ability to create our own scripts and develop a customised CRM that aids in researching outcomes and crafting tailored strategies. From inception to completion, we employed a data-driven, relevancy-based strategy aligned with our product offerings, showcasing our expertise in delivering high-quality work and exceptional results through organic search, specifically for eCommerce.
We also saw a dramatic change where the organic channel was the primary touchpoint in the early stages that contributed to purchases.
We executed a holistic eCommerce SEO strategy that genuinely impacted Milligram’s budget and outcomes. We even saved the business money by reducing excess Google Ads spend, strategically balancing channel distribution for optimal results. Our strategy and execution were transparently communicated to keep the client informed and engaged throughout the entire process.
Reducing Milligram’s ad spend by 31% to building long-term, cost-efficient growth strategies, our campaigns are built for measurable impact. This campaign was recognised at the APAC Search Awards 2025, shortlisted for Best Use of Search – B2C (SEO).
To find out how we can help your business, get in touch
- Australia
- +61 (03) 9001 9997
- hello@megantic.com.au
Get in touch
- United Kingdom
- +44 (0) 161 532 4110
- info@megantic.uk
