Recently, I had a call with a plasterer running a relatively new website. It's in the early stages of SEO, what I'd call a "baby" site—about two or three years into the campaign and already generating 2,000 leads. Not bad for a sole trader. However, the plasterer faced a challenge: many leads came from far-flung suburbs instead of the wealthy areas we were targeting, like Sorrento and Rye in Victoria. These are prime locations, often filled with holiday homes owned by affluent individuals.
The question was clear: how can we refine the strategy to attract more leads from those wealthy suburbs?
Understanding Lead Patterns in Wealthy Areas
Over the years, I've learned that the physical location of a service may not always align with where the searcher is located. For instance, holiday homes in Sorrento or Rye are often owned by people living in Melbourne's CBD or other affluent metropolitan suburbs like Toorak or South Yarra. These homeowners are likely searching for services from their primary residences rather than their vacation homes.
This was a revelation for the plasterer. It's not just about targeting Sorrento itself but also about capturing the attention of those who might be physically distant but are still your ideal audience. This required a two-fold approach: optimizing Google Ads and creating localized content.
Optimizing Google Ads to Target the Right Audience
Google Ads play a vital role in reaching specific audiences, and the strategy must reflect that. For instance, running ads solely in Sorrento won't necessarily bring in the desired leads. Instead, I advised running ads in Melbourne's wealthier metropolitan areas where those holiday homeowners reside while maintaining a presence in Sorrento.
This dual targeting strategy ensures we cover all bases: directly targeting Sorrento for local searches and reaching those searching outside the area but still looking for services in those high-value suburbs.
The Power of Local SEO and Geopages
Local SEO remains one of the most powerful tools for generating leads, and for this plasterer, it meant doubling down on what I call "geopages." These are individual pages on a website specifically optimized for a target suburb, such as "Plastering Services in Sorrento." Each page is built with relevant keywords, a clear call-to-action, and information that resonates with the audience in that area.
These pages tend to rank well for suburbs with larger populations but fewer competitors—like Narre Warren or Berwick. But the competition is much stiffer in wealthier areas like Toorak or Camberwell. Businesses with physical locations in those suburbs have a natural advantage, especially with strong Google listings and many positive reviews.
To overcome this, I recommended registering a Google Business listing in the target suburb wherever possible. A verified listing with a physical address increases your chances of appearing in local searches. These days, Google requires rigorous video verification to confirm a business's legitimacy, so it's essential to have everything in place—signage, equipment, and proof of address.
Why High-Value Content is Essential
Having localized content isn't just about filling pages with keywords. It's about delivering real value. Each page must provide information that answers potential customers' questions while showcasing the plasterer's expertise. For example, including tips on plaster care, common renovation mistakes, or even project showcases tailored to the suburb adds credibility and improves engagement.
I also stressed the importance of regular audits. If a page isn't performing, it needs to be rewritten, redirected, or consolidated with another page. Low-value or underperforming content can hurt the website's overall SEO, so staying on top of this ensures a healthier digital presence.
Building Trust Through Google Listings
One of the quickest ways to gain trust in local SEO is by leveraging Google Business listings. A verified listing with more than 10 positive reviews boosts credibility and ranks higher in Google's local search results. I've learned that listings with visible addresses perform far better than those that hide them. It's about demonstrating to Google and potential customers that you're a legitimate, trustworthy business.
In this case, I encouraged the plasterer to explore registering multiple Google listings through friends, family, or other means while ensuring everything is above board. Gone are the days when shortcuts like fake listings or outsourced accounts worked—Google's algorithms are much smarter now.
A Targeted Approach for Wealthy Suburbs
For high-value areas like Sorrento, Rye, or Toorak, I always emphasize that success comes from a mix of precision and flexibility. It's not just about creating a presence in the target suburb but understanding your audience's behaviour and adjusting accordingly for this plasterer. This means using Google Ads to target affluent metropolitan areas while refining the website's pages to align with search trends.
By blending targeted ads, localized content, and strong local SEO tactics, we're not just attracting leads—we're attracting the right leads. And when it comes to growing a business in competitive markets, that makes all the difference.
This strategy, rooted in years of experience and countless campaigns, has repeatedly proven that local SEO and targeted advertising are the keys to unlocking growth in high-value markets. With consistent effort, I have no doubt this plasterer will continue to see results and thrive in their chosen areas.
