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How an Australian Graphic T-Shirt eCommerce Grew Traffic 6,383% YoY
eCommerce SEO case study of Threadheads.


4.2K to 273.6K Monthly Visits





Reporting Date

January 2024

Like many eCommerce ventures, winning users’ attention in a product-saturated market is no easy feat.

But for Threadheads, a graphic t-shirt company, the challenge was met head-on.

With a laser focus on SEO, Threadheads skyrocketed its online popularity in 2024.

And we’re telling you exactly how they did it.

Join us as we dissect the SEO strategies that grew their traffic by 6,383% YoY and share tips for replicating their success on your eCommerce.

About Threadheads

Threadheads is a graphics apparel and accessories manufacturer based in Melbourne, Australia. It was founded in 2018.

Threadheads is known for its pop-culture references and unique designs. They feature vintage graphics, exclusive artist illustrations, and custom printing.

It’s also renowned for collaborating with brands like NASA, Ghostbusters, Harry Potter, and more. These collaborations produce officially licensed merchandise exclusive to Threadheads.

Threadheads homepage, a graphics t-shirt and apparel eCommerce.

Today, Threadheads has over 10,000 five-star reviews. They’re a leader in graphics apparel and offer both a wholesale and affiliate program.

Historical Performance

According to Semrush historical data, Threadheads’ domain started getting traffic in 2021. They ended their first year with a total of 11.1K organic visits.

In 2022, this number grew to 57.4K.

But it’s 2023 that really started to make a difference.

In the last few months of the year, Threadheads experienced significant growth in organic visits. They reached an average of 32.3K visits per month, totaling 387.3K visits for the year.

Then, January 2024 blew this already impressive organic performance out of the water.

Threadheads 2-year organic traffic growth with traffic spike in January 2024.

In 2024’s debut month, Threadheads reached an incredible 273.6K organic visits.

That’s equal to 70.6% of 2023’s total traffic for the year. And in a single month!

So, what changed to set this new trajectory for Threadheads? And how can you use their strategies to get the same growth for your site?

Let’s find out.

The Catalyst: How Threadheads Achieved 6,383% Growth YoY grew its organic traffic by performing the following:

  1. Targeting unique audiences with each collection release
  2. Implementing product schema to win rich snippets
  3. Growing their backlink profile to a record-high

Let’s explore each strategy to see how it contributed to Threadheads’ newfound success.

1. Targeting Unique Audiences With Each Collection Release

Between January 2023 and January 2024, Threadheads more than quadrupled the number of pages on its website.

They went from approximately 1.3K URLs to 5.8K.

These pages consisted of new product (a natural occurrence for eCommerce sites) and, more importantly to their traffic, new collections.

Now, while many apparel websites, including Threadheads, build out collections based on product type (like t-shirts, sweaters, etc.), they didn’t stop there. Threadheads also complemented its site navigation with more shoppable collaborations.

Latest collaborations for Threadheads include brands like Seinfeld and Tinykol.

What’s unique about these collaborations is that each product listing page (PLP) caters to that audience’s fanbase.

Threadheads uses on-brand references to speak to the target audience. For example, the Harry Potter landing page calls for “all wizards, witches, and muggles,” while the Batman collection features an illustration of Gotham City.

This approach ensures a personalized shopping experience that resonates with the intended audience. It also helps drive increased engagement and more organic traffic, as Threadheads was able to cast a wider net for keywords.

Why this matters:

By organizing niche interests into collections, Threadheads was able to target a wide range of keywords. And—even better—these keywords have low competition.

That’s because they’re pretty specific.

Let’s look at the Seinfeld collection as an example.

When we look at its top keyword rankings, every keyword has a keyword difficulty (KD) of 21 or less.

Seinfeld apparel keywords have low keyword difficulties.

This is extremely important because the lower the keyword difficulty is, the easier it is to rank for.

And, if we look at the Volume column to the left of KD, these keywords get a significant amount of searches.

“Seinfeld t shirts” has 880 monthly searches while “seinfeld shirt” is 1K.

That’s huge!

Couple these low-competition keywords with a tailored landing page, and it’s no wonder Threadheads is crushing it in its domain.

And its keyword rankings prove it.

In January 2024, Threadheads ranks for 23.7K keywords. That’s a 6,370% increase over the year prior.

Keyword rankings growth at Threadheads.

How to find low-competition keywords for your site:

This tutorial gives you an in-depth look at how to find low-competition keywords, but here’s an overview of the process:

  1. Create an account on a keyword research platform like Semrush.
  2. Check keyword difficulty and look for keywords with “very easy,” “easy,” or “possible” scores.
  3. Use the Keyword Magic Tool to get related keywords and sort by ascending difficulty.
  4. Save your list of low-competition keywords.

Once you have your list, you’ll notice many are long-tail keywords.

Long-tail keywords are searches of 3 or more words. For example, “vintage graphic tee.”

These keywords are gold for your website because they’re low competition and have high conversion rates. This means they’re super easy to rank for and can get you results fast.

Now, you’ll just want to work these keywords into your SEO content strategy so users can find you and buy.

Tools for finding and optimizing your site for low-competition keywords:

You don’t have to be an SEO expert or digital marketer to cash in on these easy keyword wins.

All in One SEO (AIOSEO) is a WordPress SEO plugin that can help you find and optimize your site for low-competition keywords that convert.

The Keyphrase Suggestions tool connects with your Semrush account to show relevant keywords in WordPress. You can generate keyword ideas for any page or post.

The example below shows keywords generated for a page about “game of thrones shirts.”

Semrush keyword suggestions for related terms to game of thrones shirts.

You could then run these keywords through Semrush to pinpoint their keyword difficulty.

As for adding them to your content, just click Add Keyphrase, make your keyword optimizations, and the TruSEO tool will let you know if you need to make adjustments. This tool analyzes your content for your target keywords and tells you when you’ve hit the mark or have room to improve.

The example below shows how we used our primary keyword (focus keyphrase) in most places but are missing it in the meta description. It’s an easy fix.

Focus keyphrase checklist shows that we forgot our primary keyword in the meta description.

Next, let’s look at how Threadheads uses schema markup to make its product shine in search results.

2. Implementing Product Schema Markup to Win Rich Snippets

Schema markup is a form of structured data that lives in your website’s HTML. It’s a specialized code that communicates important details about your page to search engines.

Search engines can then use this information to generate a rich snippet on the search engine results page (SERP.)

Rich snippets, also called rich results, are search listings that display additional information on the SERP.

Here’s an example:

Rich result on the SERP for the query rick and morty hoodie shows an image and shipping info from Threadheads.

In Threadheads’ case, they use product schema markup throughout their site.

Product schema can produce visually interesting results like the rich snippet above. It can display the following elements:

  • Images
  • Prices
  • Discounts
  • Ratings/Reviews
  • Shipping information
  • Refund information
  • Stock availability

Why this matters:

SEO statistics reveal that rich results have an impressive 58% clickthrough rate (CTR). This is significantly higher than non-rich results, which have a 41% CTR.

Threadheads has seen remarkable growth first-hand thanks to its implementation of product schema.

In January 2024, they ranked for 11.4K keywords with image rich results. To put that number into context, they only had 710 image rich results in January 2023.

Threadheads' keyword rankings with image rich results.

They’re also winning more review snippets.

Review snippets are another type of rich result you can win from product schema. They show the average star ratings and number of votes/reviews, as demonstrated below.

Review snippet on the serp for the query custom vintage tee shows a 5 star rating and 160 votes.

In January 2024, ranked for 9.7K keywords with review snippets.

Growth of review snippets for Threadheads.

Overall, rich snippets are a powerful driver of traffic and sales, making them a critical part of your optimization strategy.

How to optimize for rich snippets on your site:

As we saw, schema markup is one of the best ways to win rich snippets.

And while you can implement several different types, product schema is essential for eCommerce.

This tutorial shows you how to add product schema in WordPress. You can also follow this guide on product review schema to get star ratings, like Threadheads.

For a more general tutorial, this article demonstrates how to add schema markup without a plugin. It shows three different methods, and each requires basic coding knowledge.

Tools for implementing schema markup:

If you hate the idea of touching code, you’re not alone. Many website owners feel overwhelmed when breaching the topic of schema markup.

The good news: implementing schema is actually quite easy when you have the right tools. And you don’t need to know how to code.

You can use AIOSEO’s Schema Generator to pick and effortlessly set schema markup for your website. This innovative tool has a catalog of schema types, including product.

Just click the + button, fill out a few easy fields about your product, and we’ll implement the structured data for search engines.

AIOSEO schema generator offers product schema and more.

Now, we’ll look at the final contributing factor to Threadheads’ growth: backlinks.

Backlinks are hyperlinks from external sources to your website. They act like votes of confidence for your content, telling users and search engines that you have something they should see.

In the latter half of 2023, Threadheads upped its backlinking strategy. They acquired a significant boost to their backlink profile, totaling 69K backlinks in January 2024.

This was the record high (although, as we analyze this site in the first few days of February, it looks like they already broke it!).

Chart of backlinks growth for Threadheads.

It’s worth noting that Semrush did flag Threadheads’ backlink profile for having too many follow links. This brings their backlinking strategies into question and could be a potential risk down the line.

Follow links carry more weight and pass “SEO juice” unlike nofollow links. Every site will have a natural combination of the two, but it’s best to aim for more follow links.

For a full explanation, check out this article on follow vs no follow links.

Why this matters:

In general, the more backlinks a page has, the more traffic it gets.

Astonishingly, over 66% of pages don’t have any backlinks. That means that if you’re willing to put in the work, you can reap the benefits.

A strong link-building strategy is integral to making your website stand out.

Let’s look at resources for learning how to do it.

This comprehensive guide shows you how to get backlinks.

And while backlinks are critical to a well-rounded linking strategy, you should also optimize for the following links:

  • Internal links (from one page on your site to another page on your site)
  • Outbound links (from your site to another external site)

This link-building guide details how to optimize for all three types of links.

Link Assistant can help you find internal linking opportunities in no time. With suggestions that populate in the WordPress editor, it’s as simple as clicking Add Link.

Link Assistant gives internal linking suggestions in WordPress.

Standout SEO Wins

Before we conclude, there are two additional SEO wins we’d like to highlight at

1. They leverage social media to connect with their audience.

Threadheads understands the power of social media. They have almost a quarter of a million followers on Instagram and 17.9K on TikTok.

On these platforms, they share sneak peeks at new product drops, behind-the-scenes videos of office shenanigans, and answer entertaining customer questions with a generous load of sarcasm. They “get” their audience and engage them in a way that’s authentic.

This strategy helped build brand awareness, turning Threadheads from a local Australian brand to a global graphics apparel leader.

Tool: You can easily share your latest content using AIOSEO’s social media integration. Add up to 11 social media accounts and share away!

Available social media integrations with AIOSEO.

2. They jump on trends—QUICK.

While it makes sense for an apparel company focused on pop culture to get on trends quickly, the rate at which Threadheads does it is impressive.

Specifically, we’re talking about the Barbie phenomenon in the summer of 2023.

The movie premiered at the end of July, and multiple I am Kenough products hit the site in August.

I am kenough hoodie from Threadheads.

In our reporting month of January 2024, the above I am Kenough hoodie was the site’s most visited product page.

Tool: Google Trends is an excellent tool for learning what users are looking for now. You can search by terms, see what’s trending in your country, and even compare topics. This Semrush write-up explains how to use Google Trends to inform your marketing strategy.


In our analysis of Threadheads, we’ve unwrapped the strategies behind their recent SEO success.

Now, let’s recap which techniques to use to grow your website’s traffic and others to reconsider.

Top 3 Strategies to Emulate

  1. Target high-converting audiences with low-competition keywords. Keyword research can help you identify niche audiences and keywords with little competition. By optimizing your content around these keywords, you’ll attract a relevant audience with a high conversion rate. Ultimately, you can think of low-competition keywords like low-hanging fruits, ripe for the taking. They’re easy rankings and fast wins.
  2. Implement product schema to win rich snippets on the SERP. If you run an eCommerce, product schema is a must-have technical SEO element. Schema markup can help you win attractive product snippets in search results. These eye-catching listings display additional information, like price, images, and customer ratings. Product snippets have a higher CTR than non-rich results, making them an essential component of your SEO strategy.
  3. Focus on link building. Backlinks from authoritative sites improve your credibility in the eyes of search engines. Aim for quality over quantity, and watch as they drive new organic traffic to your site. It’s also important to note that backlinks are just one component of a strong link-building strategy. You’ll want to optimize for internal and outbound links for maximum efficacy.

Bottom 3 Strategies to Reconsider

  1. Some meta titles are under 30 characters. Meta titles, or page titles, are the blue hyperlinked text you see in search results. They tell users what to expect from your content, so it’s important to optimize them accordingly. After all, the more compelling they are, the more clicks you’ll get. By not taking full advantage of the 60-character limit, Threadheads is missing a valuable opportunity to entice users to their site. For your eCommerce, you can use an SEO title tag generator to write and optimize them for you.
  2. There are duplicate meta descriptions across several pages. Meta descriptions appear below the page title on the SERP. They provide additional context and act like a preview of your content. Since every page of your site should be unique (to avoid duplicate content issues), it makes sense that your meta descriptions are unique too. An AI meta description generator can craft them for your content.
  3. Not every page has an H1. When users are on your website, an H1 tag is the title of the page. H1s play an important role in the user experience (UX) and help search engines understand what your page is about. Every indexable page should have one. And it should include your primary keyword. The TruSEO tool will let you know if you’re missing your keyword in your H1, making content optimizations a breeze.

Steal Our SEO Winning Strategy: A Checklist for Your Website

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Grow Your eCommerce Business With AIOSEO

Are you ready to make 2024 your highest sales year?

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All in One SEO homepage, the best WordPress SEO plugin.

Streamline your SEO efforts with AIOSEO’s comprehensive features and intuitive platform. You’ll get a suite of tools that can help grow your eCommerce’s online visibility and propel your traffic to new heights.

Don’t let the complexities of SEO weigh you down. AIOSEO makes SEO easy so you can empower your business to unlock its full potential.

Here are some of our favorite features:

  • Semrush Keyphrase Suggestions: Find new keywords directly in the WordPress editor. AIOSEO connects with your Semrush account to generate keyword ideas for your content.
  • TruSEO Score: Get a snapshot view, or go into detail, of your content’s on-page SEO with this innovative tool. TruSEO analyzes your content and gives you actionable insights to maximize its reach.
  • Rich Snippet Schema Generator: Choose from various schema types to win attractive rich snippets on the SERP. No coding required. It’s as simple as choosing the schema you want; then, we’ll implement the structured data for search engines.
  • Link Assistant: Get link suggestions, edit anchor text, and add internal links to your content in just 1 click. Link Assistant helps you effortlessly build a better linking strategy.
  • Social Media Integration: Seamlessly connect and share content on your favorite social media platforms. Available integrations include Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and more.
  • WooCommerce SEO: Streamline your eCommerce SEO to win higher rankings for your product pages and collections. This time-saving tool helps you customize and automate meta titles and descriptions so your product stands out on the SERP.
author avatar
Gabriela Jhean SEO Specialist
Gabriela is a creative and results-driven SEO specialist dedicated to helping small businesses stand out online. She contributes in-depth SEO case studies at AIOSEO Trends to reveal the winning strategies of top-ranking websites. In her downtime, Gabriela enjoys treasure hunting for antique jewelry.