Case Study

Creatures of Leisure

SEO Growth Strategy

Creatures of Leisure is a leading surf accessories brand based on the coast of Western Australia. With a focus on innovation and quality, the company offers a full range of gear for surfers worldwide—from board covers and traction pads to leg ropes and apparel.

Generated over 6 Months

TL;DR

Achieved a 126% increase in organic traffic through targeted SEO execution
Drove a 64% uplift in organic revenue, fuelled by improved ranking performance
Executed a structured content and international SEO strategy using hreflang tags
Enhanced visibility for key product pages across multiple regions
Created a scalable SEO framework to support future global growth

Creatures of Leisure had a strong product range and international appeal—but their organic performance wasn’t matching the brand’s potential. Traffic levels were inconsistent, and many key product pages were underperforming in search due to limited optimisation and poor targeting across regions.

They approached Kia Ora Digital with two key goals:

1. Grow organic traffic through targeted content and technical SEO

2. Increase organic revenue by improving the visibility of high-converting pages

Content Strategy for Product Visibility

We conducted a performance audit to identify gaps across category and product pages. High-potential URLs were prioritised for content improvements, including:

Keyword-aligned meta titles and descriptions
Expanded on-page content for relevance and context
Internal linking between product categories to strengthen authority flow

This enabled Creatures of Leisure to surface for more transactional, intent-driven searches.

International SEO via Hreflang Implementation

To support their global footprint, we audited and deployed proper hreflang tag setup, ensuring that international users were served the correct version of the site. This was critical for avoiding cannibalisation and confusion across English-speaking markets like Australia, the US, and Europe.

The result: better alignment between regional users and localised product pages, improving both relevance and click-through rates.

Technical Improvements to Support Crawlability

We cleaned up site structure and indexing signals to support the broader SEO push:

Resolved duplicate content and unnecessary parameter-based URLs
Optimised sitemaps and crawl budget allocation
Strengthened canonicalisation and site hierarchy

These fixes ensured search engines could better understand and prioritise the most valuable pages on the site.

Following the implementation of Kia Ora’s SEO strategy:

Organic traffic increased by 126%, driven by stronger page targeting and better indexing
Organic revenue grew by 64%, reflecting improved search intent alignment and greater conversion from non-branded traffic
Creatures of Leisure now ranks more competitively for category-level keywords across core markets, supporting ongoing global reach

Targeting category and product pages with refined content unlocks new discovery and commercial potential
Proper hreflang implementation is critical for international brands to avoid cannibalisation and improve SERP relevance
Addressing technical indexing issues ensures that high-converting pages get the visibility they deserve
SEO growth doesn’t just come from more traffic—it comes from smarter alignment with how buyers search across markets

For Creatures of Leisure, this was a clear case of turning strong brand equity into scalable organic growth. With a strategy focused on content, international SEO, and technical clarity, the brand is now positioned to ride the wave of long-term, search-led revenue growth.

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