Remarkable Furniture, an Australian outdoor furniture retailer with showrooms, grew its organic search traffic 213% in 13 months with Aemorph, from 3,883 monthly organic visits in September 2019 to 12,172 by October 2020. Annualised, that is 187% a year, and it followed about 18 months in which traffic had not moved. For an Australian retailer, organic visits earned through SEO (search engine optimisation) bring shoppers from Google and Bing to your product pages with no cost per click, and that is where your sales begin.
From an established catalogue base, the retailer's monthly organic visits climbed steeply.
| Measure | Value | What it measures | Period | Source |
|---|---|---|---|---|
| Traffic growth | +213% | Monthly organic visits | Sep 2019 to Oct 2020 | Ahrefs organic traffic |
| Engagement length | 13 months | Duration of the SEO engagement | Sep 2019 to Oct 2020 | Aemorph case record |
| Monthly visits | 3,883 to 12,172 | Organic visits per month, start and end | 13 months | Ahrefs organic traffic |
Organic search results, not AI citations. Source: Ahrefs organic traffic, September 2019 and 30 October 2020.
The Australian Retailer's Search Position Before the Engagement
For about 18 months before Aemorph started in September 2019, Remarkable Furniture's organic traffic had stayed flat while its previous SEO provider concentrated on backlinks. Underneath sat a catalogue with duplicate categories and subcategories, and keyword and product pages that repeated one another, so adding more links left the traffic line where it was.
Why did backlinks alone not move the traffic?
Links build authority, but a catalogue full of duplicate categories and repeating product pages splits that authority across several near-identical URLs instead of concentrating it on one page per category or product. Link building stays part of an integrated SEO programme. In Remarkable Furniture's case, the catalogue's structure was the constraint to fix first.
What Aemorph Did for Remarkable Furniture
Between September 2019 and October 2020, Aemorph's work for Remarkable Furniture combined a catalogue restructure and a platform migration with local, content and link work, so shoppers searching online and shoppers near a showroom both reached the right page. Aemorph advised restructuring the store's database and product tables so that each category and each product resolved to a single page for shoppers and search engines to find. That restructure ran alongside the store's move from WordPress to Magento: more than 2,000 pages, from October 2019 to March 2020, a six-month project. Through the same team and SEO discipline the entity-first method grew from, Aemorph advised on and specified the work in three steps:
- Specified the consolidation of duplicate categories and subcategories, and of repeating keyword and product pages, in the database and product tables.
- Mapped every old URL to its correct new page and specified the redirect, so each old category or product address led to its replacement.
- Planned the move from WordPress to Magento across 2,000+ pages, with the consolidated structure built into the new store.
Alongside the catalogue work, Aemorph:
- Set up Google Business Profiles for the showrooms, linking each location to the online store.
- Published topical and location-specific blog content.
- Built links from authoritative websites.
When your Australian store runs showrooms as well as an online catalogue, this is the combination that moved Remarkable Furniture: a clean catalogue, with local profiles, content and links all pointing at it.
What does a verified record include for an ecommerce furniture retailer?
An ecommerce retailer's verified record, the facts your business supplies and approves, covers structured product data, the category hierarchy, materials, dimensions, and stock and pricing details, formatted so a search engine or a shopping feed reads the same specification your shoppers see. For Remarkable Furniture, the record began with the consolidated structure above: one page for each category and each product, and every old address redirected to its replacement.
How Australian Shoppers Search for Furniture Online
Most Australians are online and most Australian searches run through Google, with Bing second, and Google now shows Shopping ads inside AI Overviews in Australia, so an Australian retailer's product facts need to be clear to both engines and to AI answers. Google held 87.9% of search engine market share in Australia in September 2026 and Bing 9.17% (StatCounter). DataReportal counts 26.2 million internet users in Australia, 97.1% of the population, as of October 2025. AI Overviews rolled out Australia-wide on 29 October 2024, and Google lists Australia among the countries where Text and Shopping ads appear in AI Overviews, in English.
| Measure | Figure | Market and date | Source |
|---|---|---|---|
| Google share of search engine market | 87.9% | Australia, September 2026 | StatCounter |
| Bing share of search engine market | 9.17% | Australia, September 2026 | StatCounter |
| Internet users | 26.2 million, 97.1% of the population | Australia, as of October 2025 | DataReportal |
| Google AI Overviews available | Australia-wide | Australia, from 29 October 2024 | Google Australia |
| Text and Shopping ads in AI Overviews | Available in English | Australia, read 9 October 2026 | Google Ads Help |
| Monthly searches for "remarkable furniture" | 600 | Australia, 24 October 2026 | Ahrefs Keywords Explorer |
Sources: StatCounter Global Stats, search engine market share, Australia, September 2026; DataReportal, Digital 2026: Australia, data as of October 2025; Google Australia, "Introducing AI Overviews in Australia", 29 October 2024; Google Ads Help, ads in AI Overviews (answer 16297775), read 9 October 2026; Ahrefs Keywords Explorer, Australian database, 24 October 2026.
Aemorph verifies Australian client sites in Google Search Console and Bing Webmaster Tools, so a retailer's indexing and query data come from both engines. More Australian figures are on the AI search statistics for Australia page.
The Results: Organic Traffic More Than Tripled in 13 Months
Between September 2019 and October 2020, Remarkable Furniture's organic traffic more than tripled, ending about 18 months of flat traffic.
| Metric | Before | After | Period | Change | Annualised rate |
|---|---|---|---|---|---|
| Organic traffic (visits/month) | 3,883 | 12,172 | Sep 2019 to Oct 2020, 13 months | +213% | 187% a year |
Organic search results, not AI citations. Source: Ahrefs organic traffic, September 2019 and 30 October 2020. How results are measured
How is the annualised growth figure calculated?
Aemorph divides the end value by the start value, raises the result to the power of twelve over the number of months, and subtracts one. Over Remarkable Furniture's 13 months, that turns the 213% raw increase into 187% a year, slightly below the raw figure because the window runs one month past a full year. Aemorph's ten published case-study engagements run from four months to nearly eight years, so seven of the ten results are annualised this way for a fair comparison; the three short-window results carry no annualised rate.
What did the October 2020 Ahrefs capture show?
Ahrefs' organic traffic chart for Remarkable Furniture recorded 12,172 visits on 30 October 2020; the same capture, with its Australia filter on, showed 11,519 organic visits a month from Australia, 8.1K organic keywords, a domain rating of 29 and 457 referring domains.
What This Result Demonstrates
Remarkable Furniture's result comes from ecommerce, one of the seven verticals Aemorph serves, where the unit of verification is a product listing rather than a service description, and that listing is where the traffic behind your sales lands. In Aemorph's working model, your product data shapes how search engines match a shopper's specific query, so a structured catalogue record of approved facts gives each product a precise match for the attributes shoppers search by. For Remarkable Furniture, organic traffic took off about four months after the consolidated catalogue and the redirects were implemented, following about 18 months of flat traffic. The comparison covers two dates, so it does not isolate which part of the work caused the change. For an Australian retailer, the next step is GEO (generative engine optimisation): getting a specific product cited inside ChatGPT, Claude, Gemini and Perplexity when a shopper asks by material or use case, not only ranked in Google or Bing.
Replicate This Result With Ecommerce SEO in Australia
Aemorph's ecommerce SEO service for Australian retailers builds your verified, product-by-product catalogue record first, so you compete on the specific product attributes your shoppers search for. The same record also supports broader SEO, local SEO for retailers with three or more showrooms, and GEO. Aemorph is headquartered in Singapore and has no office in Australia; Australian clients are served remotely, in Australian business hours.
The Remarkable Furniture result comes from organic SEO. For the AI chats to state your facts correctly too, the standalone start is the Showstopper Sensor (Sprint 1), a 30-day showstopper-answer sprint for ChatGPT, Claude, Gemini and Perplexity. Bought on its own, it publishes the answers to your showstopper questions, the buyer questions that stop a purchase when AI answers them badly, as the first part of your Brand Codex, your brand fact sheet. On the enterprise route, Sprint 1 runs inside Attain or Apex after the audit and the Influencer Blueprint.
Bought on its own, the Showstopper Sensor (Sprint 1) carries the Ground Truth Guarantee: correct in ChatGPT, Claude, Gemini and Perplexity within 30 days of publishing, or a 100% refund of Sprint 1 and 60 more days of work.
Terms: the Ground Truth Guarantee covers Sprint 1 bought on its own; Sprint 1 inside a monthly package carries no refund; it does not cover Sprint 2 (Entity Hardening), search rankings or Google AI Overviews. Full terms
A standalone Sprint 1 starts with the free strategic conversation, and Aemorph quotes each engagement after it. Australian clients are quoted in Australian dollars, and starting points are on the pricing page.
Browse the full set of Aemorph case studies, or book a strategic conversation to discuss a similar result for your Australian store.