Meet Lowes
Lowes is an Australian menswear retailer with an extensive online range. The SEO programme focused on commercial category pages, including its Big Men's range, so search visibility could support online revenue.
The Challenge
A large catalogue needs useful category content and a clear search structure. Traffic alone was not enough: the work needed to connect with revenue-generating pages.
Covering A Large Commercial Catalogue
Lowes customers search by clothing type, size and purpose as well as by brand. The SEO programme needed to support those different searches across a large range, with useful category content that helped people reach suitable products.
Connecting Traffic With Sales
A retail website can attract more visitors without generating proportionate revenue. The priority was to strengthen pages with commercial intent, then look at organic transactions and revenue alongside traffic to understand the contribution of search.
Supporting National And Local Discovery
The online catalogue and physical store network create different paths into the business. Category work needed to sit alongside attention to store-locator issues and local profile traffic, making it easier to understand how people found the retailer.
Our Approach
Our work for Lowes brought together SEO.
Develop commercial category content
- Created and published category-focused content across the catalogue, supporting the product ranges people were searching for.
- Added relevant search information to priority categories, helping customers reach useful shopping pages rather than rely on a broad homepage introduction.
Build authority around shopping pages
- Delivered link building aligned with the site's categories, supporting the commercial pages developed through the content programme.
- Reviewed landing-page revenue alongside search visibility, keeping the performance of the online range central to the SEO work.
Improve local entry points
- Addressed store-locator issues identified during the programme, supporting customers whose next step was to find a physical store.
- Added tracking to distinguish visits from business profiles, giving the team a clearer view of how local discovery contributed to website activity.
Resolve technical SEO issues
- Reviewed Google Search Console for crawling issues and worked with the website team to action the errors identified.
- Combined technical fixes with store-locator improvements and ongoing checks, helping customers and search engines reach the relevant shopping pages.
The Results
Growth In Organic Performance (SEO)
Technical SEO fixes, commercial category content and authority work strengthened the contribution of organic search. Organic revenue and transactions increased, while the Big Men's category reached position one for its priority keyword.
- Increase in Google organic revenue
- Increase in organic transactions
- Ranking for big mens
Client Feedback
“Uppercut has been incredible for our SEO. Huge shoutout to Dylan for consistently building and improving our organic presence. We’ve hit record breaking numbers this year and are now ranking in the top 1 to 3 spots for our target keywords on Google.”
