Case Study
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Modelers Central
400% Organic Growth: How Firewire Transformed US Premier Model Ship Retailer Modelers Central
Modelers Central is Australia’s leading retailer of wooden model ship kits, specializing in high-quality modeling supplies and educational resources for enthusiasts of all skill levels.
Industry: E-commerce
Location: United States
Services provided: SEO, Google Ads Management, UX recommendations
OUR CHALLENGE
Modelers Central approached Firewire Digital with the goal of expanding their market reach beyond their established Australian customer base. We faced the complex task of optimising their extensive product catalog while simultaneously preparing for international expansion. The primary objective was to increase their organic visibility while maintaining a profitable advertising strategy that would support their growth into new markets, particularly the USA.
- Technical SEO Complexity: Large product catalog requiring systematic optimization
- International Market Entry: Need for multi-language support and market-specific targeting
- Competitive Ad Space: High-cost keywords in a niche market
- User Experience: Required improvement in site navigation and internal linking structure
The Results
Growth Summary
The transformation began with a comprehensive SEO strategy focused on technical optimisation. We completely redesigned the category page layouts, implementing an enhanced internal linking structure that significantly improved site navigation and search engine crawlability. Our keyword research revealed untapped market opportunities, leading to the creation of new, optimised category pages that captured additional search traffic.
A major breakthrough came with our international expansion strategy. We implemented site translations across 12 different languages, opening up new markets and dramatically increasing the potential customer base. This multi-language approach, combined with our technical SEO improvements, resulted in a 400% increase in organic traffic and a 566% improvement in top 3 search rankings.
The Google Ads campaign was strategically aligned with our international expansion goals. We developed a precision-targeted approach focusing on high-intent keywords in both Australian and US markets. Through careful audience segmentation and continuous optimisation, we achieved a 50% reduction in Cost Per Acquisition while maintaining aggressive growth targets.
The combined impact of our SEO and Google Ads strategies delivered exceptional results. Revenue grew by 233%, demonstrating the effectiveness of our integrated digital marketing approach. The success was particularly noteworthy given the niche nature of the model ship building market, proving that targeted digital strategies can drive significant growth even in specialised industries.
Our ongoing optimisation and market expansion efforts have positioned Modelers Central as a global leader in their industry, with a robust digital presence that continues to drive sustainable growth across multiple international markets.
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