b.box for kids | eCommerce SEO Case Study - Calibre9

Case Studies

b.box for kids

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b.box for kids

Increasing Organic Traffic, Keyword Ranking And Overall Visibility

b.box is one of Australia’s most recognisable baby brands and a multi-award-winning designer of baby and toddler accessories. First conceived in 2007, they specialise in creating products that empower children to be independent and make parents’ lives easier.

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95% increase in total ranking keywords

Website saw an exponential increase in overall visibility

80% increase in page 1 keywords

Huge jump in ranking in less than a year

61% increase in revenue

Massive increase in online orders

The brief & plan

Carry out a complex migration and increase overall organic visibility

Calibre9 was introduced to b.box by Convert Digital to manage the migration process to their new e-commerce platform, Shopify. We had to ensure that b.box maintained its existing visibility and authority. Once the migration was complete, our goal was to build the awareness of an award-winning brand and exponentially grow its visibility.


  • Manage migration to Shopify
  • Complete technical audit 
  • Site-wide optimisation


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The delivery & outcome

Seamless migration and an exponential increase in organic visibility

b.box had built a strong retail presence through a host of major retailers, including Chemist Warehouse. However, their digital presence was weak in comparison.


Through a strategic and successful migration process, we completed a full-site benchmark report, identified high-traffic priority pages and mapped out every indexed page. We then set up 301 redirect’s for over 2000 pages, along with ensuring all existing metadata and URLs were carried across, maintaining b.box’s existing authority and visibility. As part of the post migration ecommerce SEO strategy, we did extensive keyword research across product and categories to help understand what search terms were would drive the most traffic. Using this data we optimised metadata across the entire site that was plagued by duplicate titles and missing meta descriptions. This, coupled with internal linking and small technical site fixes, had a massive impact on overall rankings and organic traffic.


  • 61% increase in online revenue
  • 1000 + keywords on page 1 of Google
  • Huge jump in organic traffic


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"We first engaged Calibre9 in 2020 when we were migrating our website. It was a daunting task as we had never previously implemented a clear SEO strategy. However, Calibre9 was proactive, professional, and knowledgeable, allowing us to focus on the other aspects knowing that the SEO work was being capably handled.”

Alexandra Chew (Mizuno)

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