Officeworks is one of Australia's largest retailers. When I took on the GM role at StudioHawk, this was one of the accounts that tested every system I'd built — because at this scale, you can't just 'do SEO'. You need infrastructure.
The Problem
Officeworks had migrated to a React-based frontend, and the consequences were brutal. Search engines couldn't render critical pages. Internal linking structures had left high-value category pages orphaned. Product content was thin, and legacy redirect chains were compounding crawl waste across thousands of URLs.
This wasn't a content problem or a technical problem — it was both, at enterprise scale.
What We Built
I structured the team around three pillars for this account:
- Technical remediation: We resolved crawlability issues across thousands of React-rendered pages, repaired redirect chains, and worked with Officeworks' dev team to implement server-side rendering solutions that Google could actually process.
- Content optimisation at scale: We built keyword mapping templates and content frameworks that the team could apply across hundreds of product and category pages without bottlenecking on a single strategist.
- Enablement: This is the part I'm most proud of. We created SEO playbooks and training resources so the Officeworks internal team could scale what we'd started. That's the infrastructure mindset — build systems, not dependencies.
The Results
- 60% increase in organic traffic
- 32% increase in organic revenue
- Thousands of previously unindexed pages successfully crawled and ranked
- Significant drop in crawl errors across the entire domain
"I honestly can't put into words how awesome the experience has been with StudioHawk." — Madhu Malhotra, Head of SEO at Officeworks
Officeworks proved that the systems I built at StudioHawk — the team structure, the QA processes, the client enablement playbooks — could operate at genuine enterprise scale. This wasn't one person doing great SEO. It was an infrastructure delivering it.