How Brown Watson Accelerated Big Red Gear's SEO Growth

Brown Watson is the Australian company behind innovative, market-leading, global brands in the automotive industry. They specialise in automotive electrical and lighting products, as well as portable power management and vehicle accessories. Their brands include NARVA, Projecta, Philips Automotive, OSRAM, Vision X, Big Red Gear, KT Cable, BOAB, Maxi-Lite, Twisted Throttle, Denali Electronics and Griffiths Equipment LTD.

Brown Watson needed to boost search rankings and drive sales for their subsidiary, Big Red Gear, by targeting transactional automotive keywords like “Driving Lights to suit {{ year }} {{ brand }}.”

While broad automotive terms were highly competitive, long-tail, model-specific keywords offered an opportunity to dominate niche search queries. To capitalize on this, the challenge was to create +700 optimized collection pages tailored to specific vehicle “Brand,” “Model,” and “Year” combinations.

Specific Challenges:

1. Scaling Content Creation: Manually building hundreds of collection pages for each vehicle type would be too slow, labor-intensive, and expensive.

2. Automating Product Assignments: Ensuring each page dynamically displayed the correct products required a solution that could automate product inclusion using defined rules.

Brown Watson used Shopify with our Smart Collection feature, which automatically assigns products to pages based on predefined rules, such as specific tags or price ranges. Here’s how they achieved scalable, high-quality results:

1. Prepare a Dataset: An Excel file containing “Brand,” “Model,” and “Year” was created to generate page variations for different vehicle types dynamically.

2. Create Collection Pages: Using Shopify, Brown Watson built over 700 collection pages. The Smart Collection feature automatically populated each page with relevant products matching the specified rules.

3. Drip Publish Content Pages were drip-published at a steady rate of 10 per day to avoid being marked as spam and to manage the website’s crawl budget effectively. This gradual approach allowed search engines to index the pages organically, ensuring steady growth in visibility and traffic.

Examples of Published Pages:

Each page strategically targeted 'zero-search-volume keywords' that nevertheless proved highly transactional, drawing in users with purchase intent.

Brown Watson achieved significant time and cost savings while delivering fast, scalable results.

1. Increased Revenue Potential: The new collection pages targeted transactional keywords like “Driving Lights to suit {{year}} {{brand}},” connecting searchers directly to relevant products. This approach drove a rise in purchase-ready traffic, inquiries, and conversions, increasing Brown Watson’s revenue.

2. Significant Time and Cost Savings: By automating the creation of collection pages and product assignments, Brown Watson saved over 90% of the time and costs compared to manual efforts.

• Manual Creation:

 Time: 700 pages × 0.5 days per page = 350 workdays
 Cost: 700 pages × $50 per page = $35,000

• With SEOmatic:

 Time: All 700 pages created in one week
 Savings: 343 workdays and $34,850 saved

This efficiency freed up resources for other strategic initiatives.

3. Scalable and Repeatable Process: With SEOmatic, Brown Watson established a scalable process to efficiently create collection pages, not just for driving lights but for any spare parts they sell. This ensures long-term flexibility and the ability to expand their offerings seamlessly.

Speed and Scalability: Brown Watson achieved in days what would traditionally take months, creating hundreds of optimized pages quickly and efficiently.

Cost and Time Savings: Automating page creation avoided manual errors, reduced costs, and freed up resources for further growth.

Improved Organic Performance: The targeted approach ensured Big Red Gear’s collection pages ranked well for transactional searches, driving more purchase-ready customers to their site.