Fridgy Australia: sessions up 161%, orders up 104%
Fridgy is a family owned stainless steel drinkware brand, started in Port Hedland and now selling through its own Shopify store and more than 150 retail stockists. We run search, Google Ads, Meta, email and the website as one programme rather than five. This page covers what each of them did over the last twelve months, and exactly how it was measured.
+161%
Sessions to the store across every channel, twelve months to 17/08/2026 against the twelve before it (Google Analytics 4)
+104%
Orders across the whole store over the same twelve months, all channels combined (Google Analytics 4)
0.1% to 12.5%
Share of all store orders coming from paid search and paid social, a year ago against now
The situation
Fridgy had the products, the stockists and the audience. What it did not have was a way for people who had never heard of it to find it:
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paid search was effectively switched off
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paid social was running without converting
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email was a list rather than a programme
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the website was quietly working against all three
What we found on the site:
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the flagship stainless steel water bottle collection was the biggest impression page on the site and it was converting nobody
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the can coolers collection returned a 404
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Shopify tag filter URLs were being indexed as separate pages, which meant large parts of the site were competing against themselves for the same searches
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beyond the template navigation, almost nothing linked to anything else, so the pages that mattered had no internal support at all
None of that is unusual on a Shopify store that has grown quickly on the strength of its product. It is just rarely dealt with, because none of it shows up until somebody goes looking.
What we were actually selling
Stainless steel drinkware and soft coolers, sold direct and through more than 150 stockists. Worth knowing, because the search terms that matter here are not clever ones. They are can cooler, 5l water bottle, big water bottle and stubby holders, typed by people who have never heard of the brand.
What we did in search
The first job was stopping the site competing with itself. The Shopify tag filter URLs were returning 200, were set to index and follow, and pointed their canonical at themselves. We:
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rebuilt the robots logic in the theme on a draft copy
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folded two competing rules into one
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added the tag filters plus cart, vendors and types
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checked the result by hand before publishing
Then the housekeeping. We:
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unpublished junk URLs after confirming each had earned no clicks over ninety days
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crawled every indexable page and mapped the real internal link graph, which showed most pages had no contextual inbound links at all and that a third of collections had no description
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rewrote titles and meta descriptions on the collections that mattered
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added sibling links between them
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fixed the can coolers redirect
We also found a set of products and one collection publishing trade pricing to Google, Meta, TikTok and Shop. We hid them from search and pulled them from all four channels the same day.
A year ago Fridgy earned almost nothing from people searching for a water bottle. It has since reached the top three in Australia for ten of the category searches that actually sell the product.
What search did
Comparing 19/04/2026 to 17/08/2026 against the same dates a year earlier. Semrush now tracks 116 keywords in the top three.
Measure
Before
After
Non-brand organic clicks, Australia
990
1,804, up 82%
Non-brand impressions
213,195
402,545
Average position, non-brand set
22.0
10.7
The type of term matters more than the total. A year ago Fridgy earned almost nothing from generic category searches. It has since reached number one in Australia for can cooler, 5l water bottle, big water bottle, australian made drink bottles and australian made water bottle, and number two or three for stainless steel water bottle, tumbler, metal water bottle, stainless steel drink bottle and stubby holders. Those are people who had never heard of the brand.
Did the technical work produce these numbers?+
Worth being straight about the timing: most of the technical work described above shipped in August 2026, at the very end of this measurement window, so it is too recent to have produced these numbers. What you are seeing is the earlier collection, title and redirect work, plus momentum the brand already had. The technical rebuild is what the next twelve months get measured against.
990 to 1,804 non-brand clicks
Up 82% year on year in Australia, on searches that never mention the brand name once. Impressions on the same set went from 213,195 to 402,545.
The numbers, in full
Google Search Console, Australia only, non-brand search terms. 19/04/2025 to 17/08/2025 against 19/04/2026 to 17/08/2026. Every term below cleared a 20 click floor in the later period.
Search term
Before
Clicks, and best position reached
water bottle
8 clicks, pos 13.1
102 clicks, best #4
stainless steel water bottle
7 clicks, pos 22.7
40 clicks, best #2
australian made water bottle
4 clicks, pos 7.8
31 clicks, best #1
tumbler
4 clicks, pos 13.5
29 clicks, best #2
australian made drink bottles
5 clicks, pos 7.9
26 clicks, best #1
can cooler
0 clicks, pos 12.8
22 clicks, best #1
stainless steel drink bottle
0 clicks, pos 32.6
22 clicks, best #2
5l water bottle
0 clicks, pos 7.0
21 clicks, best #1
big water bottle
0 clicks, pos 28.1
20 clicks, best #1
insulated coffee cup
0 clicks, pos 45.2
20 clicks, best #7
metal water bottle
12 clicks, pos 10.9
20 clicks, best #2
stubby holders
1 click, pos 43.8
20 clicks, best #3
Are brand searches counted?+
Every term is non-brand: nothing containing the word Fridgy is counted anywhere, because ranking for your own business name proves nothing.
What does best position reached mean?+
Best position reached is the highest rank the term has held, taken from Semrush position tracking on the Australian database and from daily Search Console data across the twelve months to 17/08/2026, whichever is the stronger and better evidenced. We publish the best reached rather than a rank read on the morning you happen to visit, because search positions move daily and a snapshot tells you less about the work than the peak it produced.
What did total organic clicks do, including brand?+
Total Australian organic clicks including brand grew from 7,218 to 8,424, which is 16.7%. The non-brand figure is higher because brand searches fell over the same period.
How much of this was momentum the brand already had?+
We started on this account partway through the later window, so part of the growth is momentum the brand already had.
How to check this. Clicks are from Google Search Console, filtered to Australia, 19/04/2025 to 17/08/2025 against 19/04/2026 to 17/08/2026.
Every channel, side by side
Search is one part of this. Here is what all of it did over the same twelve months.
Channel
Sessions, before to after
Orders
Organic search
29,095 to 48,745
up 8%
Google Ads
202 to 11,602
0% to 8.5% of all store orders
Meta, paid social
1,610 to 13,997
0.1% to 4.0% of all store orders
Email
413 to 1,341
up 61%
Direct
13,973 to 28,875
up 122%
The whole store
55,719 to 145,709
up 104%
Why do the channel rows not sum to the total?+
Analytics leaves a share of sessions unattributed to any channel, and those sit outside the individual rows but inside the whole store line, which is why the parts do not sum to the total.
Source and method. Google Analytics 4 on fridgy.com.au, sessions by default channel group, 19/08/2025 to 17/08/2026 against 19/08/2024 to 17/08/2025. Google Ads covers Shopping, Performance Max and Search together. Orders are recorded purchases, not modelled estimates.
Google Ads
A year ago Google Ads was barely running on this account. It now carries Shopping, Performance Max and Search together, and it is the largest source of new customers after organic search.
Over the twelve months to 17/08/2026. The cost and click figures are the Google Ads account's own, read through its Analytics link rather than estimated.
Measure
Result
Impressions served
1,582,285
Clicks
15,792
Average cost per click
$1.02
Share of all store orders
8.5%, against nothing at all a year earlier
1,582,285 impressions at $1.02 a click
Shopping, Performance Max and Search running as one account rather than three separate experiments.
Meta
Meta does the job search cannot. Search only reaches people already looking for a drink bottle. Meta puts the product in front of people who were not looking, which is where a challenger brand in a category owned by bigger names has to find its customers.
Paid social sessions went from 1,610 to 13,997 year on year. The number that matters more is what those sessions did once they arrived: the order rate on paid social traffic went from 0.06% to 0.64%, ten times better, so the extra volume is worth something instead of just being volume. Paid social now delivers 4.0% of all store orders.
0.06% to 0.64% order rate
Ten times better on paid social traffic year on year. That is the difference between buying volume and buying customers.
Email
Email runs in Klaviyo as a mix of scheduled campaigns and automated flows. It is the only channel on this page with no cost per send, which makes the automated half of it the highest margin thing the store does.
Over the same twelve months. The split is the interesting part.
Measure
Result
Emails delivered
82,398
Delivery rate
99.5%
Average open rate
36.6%
Automated flows, share of everything sent
7.3%
Automated flows, share of every order email generates
55.7%
Sessions from email, year on year
up 225%
One of the Fridgy broadcast emails, written, built and sent through Klaviyo. Campaigns and automated flows run on the same template system, which is a large part of why the automated half costs so little to keep running.
The website
None of the above matters if the store cannot convert the visit. Fridgy runs on Shopify and we work in the theme itself rather than stacking apps on top of it, so what we build stays editable by the client after we hand it back.
In August 2026 we:
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rebuilt the Our Story and About Us templates
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wrote five new theme sections that appear natively in the customiser
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replaced a homepage tile row that had been promising a specific product and linking to a generic listing
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took out copy dating from December 2023
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took out an Australian Made claim the business could not substantiate
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corrected the insulation wording across the site to match what the product actually is
Getting a claim off a website is not a growth tactic, but it is the sort of thing that costs a brand far more than it ever saves.
Then in September 2026 we rebuilt the homepage itself. The old one opened on a banner with a slogan in a black box and nothing to act on, and the range sat three tiles further down the page. The rebuild leads with the brand line, puts the range and the stockist finder in the hero where neither needs a scroll to reach, and carries a row of four product claims underneath it, each one checked against what the product actually is before it went up.
The rebuilt Fridgy homepage, live since September 2026, on desktop and mobile. The theme sections we wrote appear natively in the Shopify customiser, so Fridgy can edit them without coming back to us.
Before
After
Drag the handle. On the left is the homepage as it stood in July 2026. On the right is the rebuild, which went live in September 2026.
Before
After
Drag the handle. On the left is the corporate branding page as it was. On the right is the rebuild, which went live in August 2026.
Where it goes next
The biggest gap is corporate and bulk. Those terms make up close to half the keyword set we track for Fridgy and they sit at an average position in the sixties. We have rebuilt the business to business page and it went live in August 2026. That is the largest piece of unclaimed demand on the site.
After that it is the collections that still carry no description, and the collection copy that is written and staged but not yet live. Every one of those is a page that could rank on its own instead of leaning on the handful that already do.
The site audit currently sits at 92% health with one error across 311 crawled pages. The technical rebuild that shipped in August is the thing we expect to show up in next year's numbers.
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