Get Tiles Online: From $30K to $163K revenue- and a crisis that almost derailed everything
Get Tiles Online is an Australian e-commerce store selling designer and mid-range tiles. When they brought me on in September 2024, they had minimal organic presence and modest revenue. What followed was part SEO overhaul, part crisis management, and part full business growth consulting.
$163K+
Revenue Jan 2025 – Mar 2026
+443%
Revenue growth vs baseline period
$42K
Best single month (Aug 2025, 110% of target)
+37%
Organic session growth vs prior period
Where they started
GTO had a website, a product catalogue, and $30K in tracked revenue from the prior period- but organic visibility was low and the site had no real conversion engine behind it. They wanted to be recognised as a credible, authoritative tile brand in Australia. When I started digging, I found far more problems than a visibility issue
$30K
Revenue baseline before engagement
500+
404 errors found on first audit
450+
Canonical issues uncovered
Stagnant
Organic growth
The work
Fixing a site that was quietly broken (Technical SEO)
500+ 404 errors, 450+ canonical issues, 235 duplicate H1s, broken images across 176 URLs, robots.txt errors, and SERP title mismatches — all audited and fixed across multiple rounds. A full server migration was also managed, including URL mapping, sitemap updates, and a post-migration Screaming Frog crawl.
Rebuilt site structure from the ground up (Architecture)
Category pages redesigned, internal linking rebuilt sitewide, 116 orphan pages resolved, 89 broken link pages fixed, and a bathroom tiles silo/cluster content strategy created. Over 2,000 duplicate filter URLs were 301-redirected to clean up index bloat.
Replaced AI content with real expertise (Content)
From February 2025, AI-generated content across 60+ category and tile type pages was replaced with human-written copy. A monthly blog strategy was launched — one article alone, covering the 1/3 rule for tiling, earned 12,000 clicks and became one of their top traffic drivers.
Schema markup implemented sitewide (Schema)
FAQ schema, product schema, category schema, and PAA (People Also Ask) schema researched, written, and deployed across the site from November 2024 through February 2025.
Built the revenue engine (Growth)
Beyond SEO: introduced a free samples strategy to reduce purchase friction, launched email marketing sequences, ran discount campaigns (10–20% off), redesigned UX/UI using colour theory to highlight sales and create urgency, and built a conversion funnel from organic traffic to first order.
The crisis in the middle
21,000 pages wrongly indexed, and how we fixed it
In mid-November 2024, we discovered that "add to cart" pages were being indexed by Google—because the developer had not added a nofollow tag. What started as ~10,000 wrongly indexed pages ballooned to 21,000 by December as Google continued crawling. This was the cause of the performance dip in early 2025. While organic sessions and revenue flatlined, we were simultaneously executing a multi-step fix.
Nov–Dec 2024 Problem identified: 10,000 pages indexed, growing to 21,000
Dec–Mar 2025 Multiple fix attempts: nothing fully effective yet
Apr 16, 2025: Noindex in header + temp URL removal + canonical set, pages drop to 10,090
Apr 29, 2025, Down to 9,752: avia parameter issue discovered and escalated to dev
May 2025, 6,230 pages: ongoing cleanup, on track.
The Results
$163K+
Revenue Jan 2025 – Mar 2026
+443%
Revenue growth vs baseline period
$42K
Best single month (Aug 2025, 110% of target)
+37%
Organic session growth vs prior period
Despite the index bloat crisis mid-project, the overall trajectory is clear. Revenue grew by 443% and the site is now a functioning, authoritative e-commerce brand with real organic momentum.
Getting cited by AI-
One of the most forward-looking results: GTO's content is now being cited by ChatGPT, driving 875 sessions from chatgpt.com in the Sep 2024 – Mar 2026 period — compared to zero previously. This signals genuine topical authority, not just keyword rankings.
The takeaway
This project is proof that SEO is rarely just about keywords. GTO needed someone who could see the full picture, technical foundations, content quality, conversion strategy, and crisis management, and execute across all of it simultaneously.
The index bloat crisis could have derailed everything. Instead it became a masterclass in methodical problem-solving under pressure. And the business came out the other side stronger, more authoritative, and actually making money.