CLIENT REVENUE GENERATED$9,720,200+Independent consulting · Since 2008
Interstate Removals Company / CASE STUDY
I worked on the route pages, Google Ads targeting and enquiry tracking so the business could focus on interstate moves from Melbourne, rather than unrelated transport searches.
Himanshu Swaraj
Search strategy and SEO
18 years in search marketing
Direct planning, implementation and review
THE BUSINESS PROBLEM
The business needed more quote requests for moves from Melbourne to Sydney, Brisbane, Adelaide and Perth, with better visibility into the quality and cost of paid enquiries.
The website had no dedicated destinations for major routes. Service content was thin, mobile quote forms were difficult to find and call tracking was incomplete. Google Ads targeting also included local movers, jobs, truck hire and cheap transport searches.
My assessment
I needed to separate the routes and services customers were asking for. A Melbourne-to-Sydney move deserved a useful route page and relevant campaign targeting. It also needed a clear quote path and tracking, so the team could review the enquiries received.
THE APPROACH
Identify interstate routes, services and irrelevant search terms.
Give important moving routes their own search destinations.
Separate services and routes, then review search terms and negatives.
Track forms, calls and emails, with monthly lead-quality review.
WORK COMPLETED
I researched keywords and improved the interstate, backloading, packing, storage and furniture-transport pages. The work included titles, headings, internal links, FAQs and quote CTAs.
I addressed mobile usability, broken links, duplicate metadata and crawl issues.
I restructured campaigns by route and service, managed negative keywords, improved ad copy and worked on quote-focused landing pages.
I worked on form, call and email tracking, followed by monthly reviews of search terms, bids and lead quality.
REPORTED RESULTS / 8 MONTHS
These figures are reported for this project period. They describe historical performance, not current rankings or a forecast for another business.
REPORTED SEARCH POSITIONS
The positions below are the before-and-after values recorded for this case study. Search results can change after the project period.
| Keyword | Before | After |
|---|---|---|
| Interstate removalists Melbourne | 24 | 4 |
| Melbourne to Sydney removalists | 31 | 3 |
| Melbourne to Brisbane removalists | 38 | 5 |
| Melbourne to Adelaide removalists | 29 | 6 |
| Interstate movers Melbourne | 22 | 7 |
| Backloading Melbourne to Sydney | 41 | 8 |
THE PRACTICAL LESSON
For this project, the route was an important part of the search intent. I treated route pages, paid targeting and the quote path as connected work. That made the implementation more specific and the enquiry review more useful.
If you have a similar problem, I’ll review your website, customer demand and measurement before recommending the work.
Discuss Your SEO/PPC ProjectCLIENT FEEDBACK
“We started receiving more genuine interstate moving enquiries, especially for Melbourne to Sydney and Melbourne to Brisbane moves. The paid campaigns also became much more cost-effective.”
Interstate Removals Company / client feedback
RELEVANT SERVICES
QUESTIONS
No. The figures and positions describe the project period reported in this case study. They should not be read as current rankings or current monthly performance.
No. Your starting point, market, competition and resources will differ. I investigate the problem before proposing the work and review points.
Implementation can be included in the agreed scope. I define the tasks, responsibilities and any specialist support required before work begins.
Send your website, the markets you serve and the business problem you need to solve. I will review the scope and explain the next practical step.
YOUR NEXT STEP
Share the website, the goal and what is not working. I’ll help identify what needs investigating.
