As a digital marketing expert, I'm constantly optimising campaigns for businesses of all kinds. However, the journey I've been on with a recent home renovation campaign has been more rewarding. A year ago, we started with an underperforming website and a clear goal: to dominate local search rankings for home renovations, including kitchen, bathroom, and deck-building services. After months of strategy, fine-tuning, and consistent effort, I'm proud to share the results.
Starting from Scratch: The Early SEO Struggles
When I began working with this home renovation business, the website was a blank slate. While the business had a strong local presence regarding services, search engines needed to reflect that. It was frustrating. Google prioritised other websites in the region, even though we were the top service provider in that area.
In the early stages, the business ranked well in our primary location, but as soon as I expanded the search radius to 500 meters, the rankings began to drop. The farther I went, the less we showed up. While that was disappointing, it wasn't unexpected. SEO is a marathon, not a sprint. I knew the foundation had to be solid before expanding our reach.
The Power of Backlinks and Traffic Growth
One of the most essential aspects of SEO is building backlinks. Without them, Google doesn't see your site as credible or trustworthy. So, in addition to creating high-quality content, I focused heavily on acquiring backlinks from reputable websites. Within months, we had 79 unique domains linking to our site, which led to 253 backlinks in total. This steady influx of backlinks gave the site the credibility it needed to start improving in rankings.
I also focused on improving the traffic value of our targeted keywords. Initially, we ranked for low-value terms that brought in traffic but didn't translate into business. Over time, we shifted our focus to high-value, commercial terms—things like "deck builder," "home renovations," and "bathroom remodelling." These keywords brought in more traffic and attracted the right leads, people ready to invest in home improvement services.
At one point, our website's estimated monthly traffic value was calculated at $107. Though this number is an estimate, it helped me see that we were heading in the right direction. This increase in traffic wasn't just a vanity metric; it signalled that we were ranking for terms that would lead to real business.
Content Creation: The Backbone of Long-Term SEO Success
Content creation played a pivotal role in our SEO strategy. I knew that to rank for niche terms like "deck builder," "garage renovations," and "kitchen cabinet installation," we needed to create specific, targeted service pages. I didn't just want to rank for general terms; I wanted to capture our business's full range of services.
We added 20 new service pages to the site in the last few months, each targeting a specific keyword. These pages gave Google a clear understanding of what the business offered and allowed us to target different types of customers in various locations. For example, we added pages dedicated to specific suburbs, so our business appeared as a top result when someone in that area searched for a builder.
But it wasn't just about adding more pages. The quality of the content was just as important. Each page was designed with the customer in mind, providing clear, valuable information that answered their questions and showed that we were the experts in the field. Additionally, we ensured that the content was optimised for SEO, using targeted keywords naturally and providing internal links to other relevant content on the site.
Expanding Local SEO with Google Maps and Geo-Targeting
One of the most rewarding parts of this campaign was seeing how well we did with local SEO. As we expanded our geographic focus, we started showing up on Google Maps and in the local search results for our target areas. This was a game-changer.
For example, in November, we began to see significant improvements in our local rankings for key terms like "home renovations Melbourne," "deck builders Northcote," and "bathroom renovations Brunswick." We started seeing more customer traffic in our service areas by focusing on local keywords and optimising our Google My Business profile.
The Website Rebuild: Laying the Right Foundation
A major part of this SEO success story was the website rebuild. The original website, built on WordPress, was outdated and had a poor structure that made it difficult to implement SEO best practices. So, I decided to start fresh.
We kept the website's design relatively the same, but I completely overhauled the backend. We switched to WP Astra for its speed and reliability and Beaver Builder for easy content creation. I also used SEO Press, a plugin I trust for its powerful SEO features, to ensure every page was optimised correctly.
After the rebuild, I turned my attention to the technical side of SEO. I fixed issues like slow loading times, mobile responsiveness, and page structure, all of which are crucial for user experience and Google ranking. I also improved the internal linking structure to make it easier for users and search engines to navigate the site.
Moving from Branded to Non-Branded Keywords
As the campaign progressed, I noticed an important shift in the type of traffic we were getting. Initially, the website ranked mainly for branded terms, meaning people were specifically searching for the business name. While this is important, it doesn't bring in new customers. The real growth came when we started ranking for non-branded keywords like "home renovations Melbourne" or "deck building near me." These keywords represent users actively looking for services, not just a brand name.
This shift in traffic signals that we are starting to capture commercial intent, which is the ultimate goal of any SEO campaign. People were finding us when they needed services, not just information.
Paid Advertising and Lead Generation
While SEO is the long-term strategy, I also set up landing pages for paid Google Ads campaigns. These pages were specifically designed to capture bathroom and home renovation service leads. Although we have yet to launch these ads due to the client having enough work, I was prepared for when they needed it. The beauty of this approach is that once the client needs leads, we can turn on the Google Ads campaign like a tap, driving more business through the door.
The Road Ahead
This journey has shown me that SEO isn't a one-time fix but an ongoing process. Even though our website is still relatively new, I've seen firsthand how small, consistent improvements can lead to significant long-term gains. We've already seen remarkable results, but there's still much more to do. I'll continue refining our strategy, improving content, building backlinks, and staying on top of local SEO to ensure we remain a leader in the home renovation space.
My clients have already seen the benefits of this work. The business is set for long-term growth with a steady stream of traffic and an increasing number of high-quality leads. The best part? We're just getting started.
