342% increase in organic traffic in 5 months for local painter with SEO


About the business

Surepaint™ is one of South-East Queensland’s premier painting companies, helping transform private and commercial properties through their expert painting services for over a decade. They had a well-established sales & fulfilment process but wanted to leverage the power of Local SEO to increase their organic traffic & enquiries (leads).

The Challenge

The client had been working with another SEO agency for more than 6 months – despite this, their organic traffic was stagnant and there were many basic technical issues overlooked on the website, including:

  • Missing/incorrectly used Heading tags
  • Many pages competing for the same keywords, including instances of duplicate content
  • Most important keywords not properly mapped or added to appropriate pages
  • Crawl issues
  • Poor website page speed
  • Overly long URLs
  • Insufficient or conflicting internal linking
  • Missing image alt text across over 1,000 images
  • An entire duplicate version of the website indexed with Google!

Our Approach

Due to the size of the Surepaint website and the number of issues identified, we had to mobilise our content writers, SEOs and web developers to work in unison to eliminate the issues we’d uncovered during our Detailed SEO Audit. We also had to coordinate closely with the client since their own team needed to work in the website’s back-end making content updates simultaneously. Some of the tasks we completed include:

  • Keyword mapping
  • Home page optimisation for top keywords
  • All service pages optimisation using SurferSEO to achieve top content score among all competitors
  • Updating on-page NAP to exact-match GMB details
  • Headings reformatting cleanup to use proper hierarchy
  • Cleanup/removal/redirection of unwanted or duplicate pages
  • Removed unnecessary redirects and broken links
  • Creation of 200+ service area pages
  • Working to restore header/footer issues each time they presented themselves
  • Acquired 6x high-DA links created for home page & Commercial painting page
  • Weekly GMB posts created & posted
  • Google Business Site optimisation
  • Web 2.0 properties created to expand online footprint & create backlink opportunities
  • Added review schema for service pages
  • Removed or added links to orphan pages
  • Added canonical tags to competing pages
  • Added no-index tags to irrelevant pages
  • XML Sitemap Update and Optimization
  • Robots.txt update, XML Sitemap Added
  • Content Updated for Dummy/Non English Pages
  • 3xx Redirection Links Updated
  • 4xx Redirection Links Updated
  • Added Internal Linking between pages where possible/logical
  • Find and Fix Multiple H1 Tags
  • Removed Unnecessary H2 and H3 code
  • Removed Testing Pages, /dev/ Parameters
  • Cannibalisation Checked,
  • URL Slugs Updated to shorten overall URL, Redirections
  • Meta Tags Updated
  • Image ALT Text Updated
  • Contact Page Optimization
  • Find and Fix HTTP Links on HTTPS Pages
  • Custom 404 Page & Thank you Page Setup
  • Find and Fix Orphaned Site Pages
  • Find and Fix Crawl Errors
  • GSC Audit and Fixing New Issues when found

The Results

Although there is still a long road ahead for the website, in just a few months we…

  • Increased search visibility by 74%
  • Increased average rankings position by 34% (across 175 tracked keywords)
  • +13 keywords in the top 1-3 rankings
  • +46 keywords in the top 4-10 rankings
  • +24 keywords in the top 11-50 rankings
  • Had the highest growth in rankings of all tracked competitors
  • Gained the best average position across 175 keywords versus all tracked competitors

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Services we used in this project: