Founded in 1973 on Australia’s Gold Coast, Billabong has evolved from a small operation to a leading global surf brand, offering a diverse range of products that cater to surfers and beach enthusiasts worldwide.
Challenge: To capture keywords and drive high-intent traffic in a competitive space
As Billabong rapidly cycled through collections to align with seasonal trends and consumer demand, the tight timeframes made it increasingly challenging to create product pages that were both high-quality and SEO-optimized.
This resulted in missing critical keywords, losing market share to competitors, and also forgoing opportunities to preserve their brand identity and leadership in the domain of surf wear.
To address this, Billabong had to either spend more on Google Ads to maintain search visibility for niche keywords or find alternative methods to capture valuable high-intent search traffic.
The team had initially planned to implement category page footers for SEO, but the initiative was shelved to make time for crafting content and ensuring that product pages meet the brand’s quality standards.
Solution: Hypotenuse AI’s bulk generation, SEO keyword suggest, and bespoke brand voice
While exploring AI solutions to streamline their ecommerce content production, they experimented with several tools, starting with product descriptions. Among these, they found Hypotenuse AI to be the fastest and most effective, delivering high-quality results while seamlessly capturing their unique brand voice.
Generating SEO-optimized product content in bulk and in Billabong’s unique brand voice
Using only the product data they provided, the platform generated product descriptions tailored to their industry and brand identity.
The AI suggests SEO keywords and automatically optimizes content based on those keywords. Unlike traditional approaches that focus on category-level keywords, the AI selects and applies keywords at the product level, creating content that is highly targeted and optimized for each individual product.
Most importantly, this was all done in bulk, usually taking just minutes to complete hundreds of product pages each time. This is critical due to how quickly they launch new collections and how large their catalogs can get.
Expanding the use of Hypotenuse AI to SEO category page footers and blog articles
Impressed by its performance and the significant time savings it offered, the team expanded their use of Hypotenuse AI beyond product descriptions, revisiting the implementation and SEO optimization of category page footers.
At the same time, they began using Hypotenuse AI to elevate existing guides and craft new articles.
The rollout was a success, producing polished, on-brand content in minutes rather than hours like before. More importantly, they saw a boost in keyword rankings, with previously unattainable keywords reaching top positions on Google.
Results: An average keyword ranking boost of 47 positions with 28% new keywords captured and significant time savings
In just the first 60 days, they achieved an average improvement of 47 positions in keyword rankings for over 260 keywords, with 28% new keywords captured. For instance, their category page ranking for the keyword beachy backpack improved from 82nd to 6th place on the first page—a 76 position leap on Google SERPs.
They also regained keywords lost during a website migration through the new workflows on the platform.
Besides product pages, guides refreshed with Hypotenuse AI also made huge progress. For example, one of the blog articles they created went from zero ranked keywords to 41 in just six weeks.
These results were achieved without additional manpower or extra time allocated to creating or optimizing product descriptions and guides—something that would have been unattainable given their time constraints. Hypotenuse AI enabled them to produce content of this quality and scale in a fraction of the time it would have otherwise required.
By integrating Hypotenuse AI into their content creation and SEO strategies, Billabong effectively addressed the challenges of limited organic search visibility, achieving better results than before. As Billabong expands their use of Hypotenuse AI, they anticipate even greater improvements in their SEO performance and brand visibility.
