Case Studies

Real engagements. Honest framing. No vanity metrics.

Industry-anonymized for client confidentiality. Each one shows the challenge, the work, and the measurable shift that followed.

Dental clinic · Sydney, Australia

Local SEO + Google Ads for a multi-location dental clinic

Challenge. Two dental locations with weak map-pack visibility, broken phone-call tracking, and Google Ads spending against poor-fit keywords.

Approach

→Restructured Google Business Profile categories and rebuilt service-area pages
→Cleaned tracking via GTM with proper call and form-submission events
→Restructured Search campaigns by service line; rebuilt match-type strategy
→Added negative keyword sets and disabled Search Partners after a 30-day test

Outcome

✓Steady map-pack movement on core service queries
✓Significant lift in tracked phone calls month-over-month
✓Lower cost per booked appointment over a 90-day window

“Cleaner tracking surfaced the campaigns actually driving bookings.”

Local SEOGoogle AdsConversion tracking

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Veterinary / animal hospital · United States

Local lead generation for an animal hospital

Challenge. Service pages weren't ranking for high-intent local terms; appointment requests weren't being attributed to channel.

Approach

→On-page optimization across service pages with intent matching
→Built location and service-area landing pages
→Implemented appointment-form tracking through GTM and GA4
→Optimized GBP and added location-specific schema

Outcome

✓More indexed pages and broader keyword coverage
✓Stronger local pack visibility on priority service terms
✓Clear attribution from organic vs. paid for the first time

“From untracked enquiries to a clean attribution funnel.”

Local SEOConversion trackingOn-Page SEO

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Cleaning services · United States

CPA reduction for a residential cleaning company

Challenge. Search and Performance Max campaigns running together with overlapping intent and high CPA on booking conversions.

Approach

→Separated Search and Performance Max performance reporting
→Aggressive negative keyword expansion and Search Partners exclusion
→Restructured ad groups by service type and intent stage
→Tightened ad copy with extensions and offer-driven messaging

Outcome

✓Lower CPA on booked cleanings within 60 days
✓Higher conversion rate on Search after restructuring
✓Honest read on Performance Max contribution after isolation

“Isolating PMAX from Search revealed where money was actually working.”

Google AdsConversion tracking

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Calculator / content site · Global

Topical authority growth for a calculator content site

Challenge. Content site publishing tools without supporting cluster content; rankings stalled after the initial calculator pages indexed.

Approach

→Built a full topical map across the subject area
→Planned pillar and cluster articles around real intent
→Added internal linking from supporting articles back to high-intent calculators
→Refreshed underperforming pages with intent-matched content

Outcome

✓Significant lift in indexed keywords across the cluster
✓Compounding organic traffic over a 6-month window
✓Stronger topical relevance signals across the site

“Cluster-first content turned a tools-only site into a topical authority.”

Topical authorityContent strategyOn-Page SEO

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E-commerce / Shopify · United States

Shopify technical and collection SEO for a clothing brand

Challenge. Shopify store with shallow collection content, Merchant Center disapprovals, and a long-tail of duplicate product variants.

Approach

→Restructured collection pages with intent-matched content and internal linking
→Resolved Merchant Center disapprovals via feed corrections and policy pages
→Cleaned up canonical and pagination handling
→Added product schema with brand, GTIN, and review markup

Outcome

✓Healthier Merchant Center status and restored Shopping impressions
✓Stronger collection rankings on priority queries
✓Cleaner site architecture with reduced duplicate content

“Fixed the feed and the architecture together — both lifted at once.”

Shopify SEOTechnical SEOOn-Page SEO

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Restaurant · United States

Local map pack and organic traffic for a restaurant

Challenge. Restaurant ranking inconsistently in the map pack and missing organic traffic for menu, location, and event queries.

Approach

→Optimized GBP categories, services, and posts
→Built supporting menu, location, and event content
→Implemented Restaurant + Menu schema
→Tracked direction requests and reservation form events

Outcome

✓More consistent map-pack visibility for primary queries
✓Increased clicks-to-call and direction requests
✓Cleaner attribution for reservations and event RSVPs

“GBP + schema + content together moved the needle, not any one of them alone.”

Local SEOOn-Page SEOConversion tracking

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SaaS · Global

Content hub and topical authority for a SaaS product

Challenge. SaaS team publishing blog posts without a strategic backbone; rankings inconsistent and bottom-funnel pages weren't earning links.

Approach

→Mapped the full topic the product serves
→Planned a hub-and-cluster architecture with a clear funnel role per page
→Built briefs for the team to write from
→Added internal linking from informational content into product and use-case pages

Outcome

✓Topical coverage expanded across the cluster
✓Stronger ranking on commercial-intent terms
✓Cleaner internal flow from awareness to consideration content

“Stopped publishing in isolation, started building a coherent topical asset.”

Topical authorityContent strategyOn-Page SEO

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