Discover how Control Hire doubled their leads through an SEO strategy based on strategic content & in-depth audience insights.
Bi-Rite had the products and local store network, but too many shoppers could only find the brand if they already knew its name. Intender aligned category, subcategory and brand pages with real search demand, added useful descriptions and FAQs, and created clearer internal pathways through the range. The result was stronger organic discovery, growing visibility in traditional and AI search, and more people taking the next step towards a local store.
The Challenge
A Strong Range That Was Hard to Discover
Bi-Rite Home Appliances is an Australian appliance retailer with a strong presence in regional and local communities. Its website helps shoppers research appliances, compare brands and offers, and find their nearest store.
Bi-Rite’s organic visibility relied heavily on branded searches. For many product, sale and category queries, important pages appeared on page two or beyond.
The range was there, but the site did not always reflect how people searched. Category, subcategory and brand pages needed clearer roles, more useful information and stronger connections between them.
The challenge was to help new shoppers discover Bi-Rite, move easily from a broad appliance need to the right range, and then connect that online journey with a nearby store.
The Approach
The strategy started with search intent. We mapped how people move from a broad need, such as a fridge, television or washing machine, towards a category, brand, deal and store.
Every page needed a clear job: match a genuine search need, answer useful questions and guide the shopper to the next relevant step.
This shifted SEO away from isolated keyword changes and towards one connected journey: make Bi-Rite easier to discover, make the range easier to understand and make the local store easier to find.
Intender matched Bi-Rite’s categories, subcategories and brand pages to the language shoppers use in search. Priority pages were aligned with high-value product, sale and deal intent.
Descriptions and FAQs were added across the category set to make each page more useful for people and easier for search engines to understand.
A structured internal-linking strategy connected broad categories with more specific subcategories, brands and supporting content. This reduced dead ends and created clearer paths from discovery to product and store.
Ongoing query and landing-page performance then guided further work across televisions, fridges, laundry, heating, air conditioning and Hot Deals. The same clear topics and useful answers also created a stronger foundation for visibility in Google AI Overviews and other AI-assisted search experiences.
Platform Capabilities
The Results
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Discover how Control Hire doubled their leads through an SEO strategy based on strategic content & in-depth audience insights.
See how Bi-Rite aligned its category pages with search demand to grow organic traffic, AI visibility and Store Locator actions.