From SEO to Suitcases: Harry Sanders on Testing, Pricing and Scaling KADI | скачать в хорошем качестве

From SEO to Suitcases: Harry Sanders on Testing, Pricing and Scaling KADI |

Harry Sanders is best known as the founder of StudioHawk, Australia’s largest dedicated SEO agency. But in this episode of Add To Cart, Harry reveals a new chapter: co-founding KADI Luggage, a consumer travel brand launched in 2023. After years of advising e-commerce businesses on growth, Harry decided it was time to put his money where his mouth is and build a product of his own. Together with co-founder Meirav Ambar, he’s taken KADI into Myer stores, built a category-led SEO strategy, and found himself on the other side of the brand–agency divide. Today, we’re discussing: -Why Harry decided it wasn’t enough to just grow other people’s brands, and what pushed him to step out of agency life and into the world of consumer products. -How KADI Luggage was born, from spotting gaps in the travel category to running fake ads pre-launch to model CPAs and prove there was a market. What it’s like to move from services to product: pricing models, retail negotiations with Myer, and the hard reality of competing with your own D2C channel. -The SEO-first principles that shaped KADI’s site from day one, including the power of category pages, information architecture, and digital PR that actually gets picked up. -Why digital PR and data storytelling are outperforming old-school SEO tricks, and how Harry sees AI reshaping search behaviour, fan-out queries, and brand authority. -The empathy shift: how running KADI has changed the way Harry thinks about StudioHawk’s clients and the chaos ecommerce managers juggle every day. -The bigger picture: Harry’s vision for KADI, the lessons he’s bringing back into StudioHawk, and what it means to really put your money where your mouth is as an SEO leader.