CLIENT REVENUE GENERATED$9,720,200+Independent consulting · Since 2008
Urban Grass / CASE STUDY
I worked on product and service pages, local content, technical issues and the quote path so the website could address different artificial-grass searches more clearly.
Himanshu Swaraj
Search strategy and SEO
18 years in search marketing
Direct planning, implementation and review
THE BUSINESS PROBLEM
The business wanted more organic visibility and quote enquiries for artificial grass products and installation services in Perth.
Product and service targeting was weak, including synthetic, fake and artificial grass terms. The website needed more useful application content, stronger internal links, Perth coverage and clearer quote CTAs. Indexing, mobile performance and page speed also needed attention.
My assessment
Artificial grass demand covered several needs: residential lawns, commercial spaces, pets, poolside areas, balconies and playgrounds. I needed to give those needs a clearer place in the website structure, alongside the local installation service.
THE APPROACH
Research the products, applications and Perth searches.
Connect product, service, application and local content.
Review indexing, mobile performance and structured data.
Improve CTAs and review reported quote demand.
WORK COMPLETED
I worked on product, category and service pages for pet-friendly turf, poolside grass, playground turf, balconies, commercial spaces and residential lawns.
I developed Perth-focused pages and content, with clearer metadata, headings, internal links, images and FAQs.
I addressed indexing, mobile, image and page-speed issues, alongside relevant structured data.
The work included links, citations and quote CTA improvements.
REPORTED RESULTS / 9 MONTHS
These figures are reported for this project period. They describe historical performance, not current rankings or a forecast for another business.
ESTIMATE / SEPARATE FROM REPORTED ENQUIRIES
Approximately AUD $38,000/month
This is a modelled opportunity estimate recorded for the project, not confirmed revenue. It should be read separately from the reported traffic and enquiry figures.
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 |
|---|---|---|
| Synthetic grass Perth | 26 | 2 |
| Fake grass Perth | 31 | 1 |
| Artificial lawn Perth | 24 | 2 |
| Artificial grass Perth | 19 | 3 |
| Synthetic turf Perth | 29 | 4 |
| Artificial grass installation Perth | 34 | 5 |
| Pet friendly artificial grass Perth | 37 | 3 |
| Fake lawn Perth | 42 | 6 |
THE PRACTICAL LESSON
The useful structure came from understanding how people would use the product. Product type, application and location each needed clear pages and internal connections, with a straightforward route to request a quote.
If you have a similar problem, I’ll review your website, customer demand and measurement before recommending the work.
Discuss Your SEO ProjectCLIENT FEEDBACK
“We wanted to appear for the main artificial grass searches in Perth, not just a few long-tail terms. The campaign helped us gain top positions and increased the number of quote requests coming through the website.”
Urban Grass / 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.
