Henne SEO Case Study

Key Results

• +30% overall revenue growth
• +9% increase in average order value
• +13% increase in return customer rate
• Significant growth in non-branded keyword rankings
• More consistent organic traffic outside peak campaign periods

Founded in 2019 by Nadia Bartel, Michelle Ring, and Laura Broque, Henne has become one of Australia's most recognisable contemporary fashion labels. The brand is known for its minimalist aesthetic, fortnightly product drops, and a fiercely loyal customer base.

With flagship boutiques in Melbourne's Prahran and Sydney's Paddington Fiveways, Henne delivers a retail experience that feels more like a private consultation than a shop visit. Their Shopify Plus store drives a significant portion of revenue, making organic search a critical channel.

To keep up with demand and ensure sustainable traffic growth, Henne partnered with Optimising to lead their ongoing SEO strategy and consulting. The goal? Make organic search a reliable, revenue-driving channel — without compromising the brand’s creative identity.

• Increase organic traffic to henne.com.au through consistent, long-term SEO work
• Improve visibility across high-intent, non-branded search terms
• Build evergreen foundations that perform outside peak campaign periods
• Align SEO with the brand's release calendar and UX updates

Optimising worked alongside Henne's internal team and Convert Digital, their development partner, to embed SEO into both strategic planning and daily execution. This wasn't about bolting SEO onto an existing site. It was about making search a native part of how the business operates.

• Seasonal SEO alignment: Henne releases new products fortnightly. We synced SEO activity with this calendar, ensuring each drop was backed by optimised pages that captured both branded demand and category search traffic. Collection pages were treated as strategic assets, not afterthoughts.
• Technical and on-page foundations: We audited and improved site structure, metadata, and internal linking across key page templates. This included keyword mapping, content guidance for product and collection pages, and ongoing performance tracking. The work focused on practical improvements that could be maintained by Henne's team.
• Premium brand integrity: SEO was implemented without disrupting Henne's minimalist, curated aesthetic. Content recommendations were designed to enhance the shopping experience, not clutter it. The result was strong search performance that felt native to the brand.

Revenue and conversion

• +30% overall revenue growth
• +9% increase in average order value
• +13% increase in return customer rate

Search visibility

• Significant growth in rankings across high-value, non-branded keywords
• Collection and product pages now rank for category terms that drive qualified traffic
• More consistent organic traffic throughout the year, reducing reliance on campaign spikes

Organic search became a reliable acquisition channel rather than a secondary traffic source.

Optimising provided SEO strategy and ongoing consulting. Convert Digital handled development, design, and platform implementation. Together with Henne's internal team, the partnership created a balanced ecosystem where creative direction, technical execution, and search performance all pull in the same direction.

The result is better visibility, stronger customer engagement, and sustainable revenue growth that doesn't depend on constant ad spend.