CASE STUDY | Australian Renovation Professionals

COMPANY OVERVIEW

Australian Renovation Professionals is a family-owned business that has been serving homeowners in Hills District and Northshore for over 25 years. We specialise in home renovations, extensions, and outdoor living areas and take pride in guiding homeowners through the entire renovation process, from the initial concept plan to the final results. Whether you’re looking to upgrade your living space or add value to your home, we’re here to help.

THE OBJECTIVE

The client aimed to strengthen their online visibility across multiple Australian cities by improving keyword rankings and driving higher website traffic. The primary objective was to generate a steady increase in qualified local leads by enhancing search performance and ensuring the brand appeared prominently for renovation-related queries

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THE CHALLENGE

Despite having a strong renovation brand, the client struggled to gain meaningful visibility across multiple Australian cities. Their website was not ranking for high-intent renovation keywords, and organic traffic growth had stalled. A deeper analysis revealed that several critical SEO elements were missing or under-optimized

Upon conducting a deep audit, we discovered the core issue:

Limited keyword coverage and weak ranking positions
Strong competitor presence overshadowing the website
Technical SEO gaps affecting crawlability and performance
Inconsistent on-page optimization across service pages
Lack of authoritative backlinks and brand mentions
Minimal content targeting local renovation search intent
Low engagement on Google Business Profile due to irregular posting and incomplete signals

THE SOLUTION

To overcome the visibility and ranking challenges, we implemented a comprehensive SEO and local optimization strategy designed to strengthen the client’s presence across multiple Australian cities. The approach combined technical improvements, content enhancements, and targeted link-building to restore authority and increase local search relevance.

Key actions included:

Competitor Analysis: Identified top-ranking renovation businesses and analysed their keyword strategies, backlink profiles, and content gaps.
Keyword Research: Mapped high-intent renovation keywords for each target city to attract qualified local traffic.
On-Page Optimization: Updated meta tags, headers, internal links, and service page content to align with user intent and improve search visibility.
Technical SEO: Fixed crawl issues, improved site structure, enhanced page speed, and ensured search engine accessibility.
Content Creation: Developed locally relevant blogs and service-focused content to support keyword targets and authority building.
Link Building: Executed a powerful off-page strategy to grow domain authority through high-quality backlinks.

THE RESULT

Over the course of the SEO project, from March 2023 to March 2024, our optimization efforts delivered measurable and impactful improvements across all key performance areas. By strengthening the website’s technical foundation, enhancing content, and building high-quality backlinks, we successfully increased the client’s online visibility and organic performance across multiple Australian cities.

Organic traffic increased from 136 → 1478 (Apr 2023–Mar 2024)

Majority of keywords moved into the Top 10 search results

Stronger Backlink Profile: Backlinks increased from 5,490 → 5,642

BEFORE & AFTER PERFORMANCE INSIGHTS

Before:

The website had approximately 174 referring domains, showing limited external authority.

After:

Referring domains stabilized at 173, with improved relevance and stronger-quality link sources.

Before:

The site recorded 4,354 total backlinks, providing a moderate foundation for SEO growth.

After:

Backlinks increased to 5,642, significantly strengthening domain authority and search visibility.

Before:

Organic search traffic was low at only 136 users over the previous 12 months.

After:

Organic traffic surged to 1,478 users, reflecting a dramatic improvement driven by effective SEO implementation.

Before:

GMB insights showed 381 interactions, indicating modest engagement and visibility.

After:

Interactions increased to 412, demonstrating better customer activity and stronger profile performance.

✔ Do’s

Do optimize your website consistently with updated SEO best practices.
Do build high-quality backlinks to strengthen domain authority.
Do monitor keyword performance and adjust strategies regularly.
Do publish useful, locally targeted content to attract the right audience.
Do maintain an active and optimized Google Business Profile.

✘ Don’ts

Don’t ignore declining rankings or traffic drops.
Don’t rely on outdated SEO tactics or low-quality links.
Don’t overlook technical issues that affect site performance.
Don’t leave your GMB profile incomplete or inactive.
Don’t target broad, irrelevant keywords that won’t convert.

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