We began by identifying international markets and working with Shopify to correctly set up a ccTLD to separate US and Australian audiences. ccTLD is “country code top-level domain”, for example, .au at the end of a website URL. We educated the Bondi Born team on the negative effects of an automatic geo IP redirect and were able to remove the redirect and implement localised hreflang tags for their different sites (AU, UK and US).

We expanded our reach through keyword research and restructured the website’s hierarchy through:

• Opening new collections (Shop by Shape, Swimwear range and different fabrics)
• Creating custom metadata based on our research
• Setting up a separate ccTLD for AUS

We focused on link reclamation for AUS ccTLD to quickly build up authority as this was a new domain.

We also:

• Added breadcrumbs to products and collections.
• Implemented product category type into each product name and avoided internal branded terminology (eg. Lola Bikini Top – Indigo)

Over the span of a few months and after many meetings, we were able to successfully educate the client to avoid automatic geo IP redirects. The key element that sets us apart from other agencies was building a wonderful, transparent relationship with the client. We are seen as a partner, and not someone working for them.

Understanding our client’s point of view, determining the stress they’re under and providing them with the information and context needed to be successful can go a long way toward driving a successful partnership. Doing so allows both sides to focus on what’s important: finding solutions to big problems.