Before26→After2
CLIENT REVENUE GENERATED$9,720,200+Independent consulting ยท Since 2008
SEO CASE STUDY
Increase organic visibility and quote enquiries for artificial grass products and installation services in Perth.
RESULTS SNAPSHOT
Compare the project results below. Any estimates are identified separately.
CLIENT / BUSINESS CONTEXT
Increase organic visibility and quote enquiries for artificial grass products and installation services in Perth.
Client / sector: Urban Grass
Industry: Artificial grass / synthetic turf / landscaping
Market: Perth, Australia
Duration: 9 months
THE PROBLEM
These were the challenges that shaped the work.
THE DIAGNOSIS
My assessment was that the site needed clearer product, use-case and local search architecture so artificial grass demand could be captured across residential, commercial, pet, poolside, balcony, playground and installation intent.
These challenges set the priorities for the project.
The work needed strategic interpretation before implementation.
This is my assessment of why the work was needed, separate from the measured outcomes below.
THE STRATEGY
The strategy flow shows the sequence of decisions without turning the project into a generic checklist.
WHAT WE ACTUALLY DID
The work is categorized so it is easier to understand than a long activity dump.
Product, category and service optimization covering pet-friendly turf, poolside grass, playground turf, balcony grass, commercial turf and residential lawns.
Perth-focused pages and content.
Metadata, headings, internal links, images and FAQs.
Indexing, mobile, image and page-speed fixes plus structured data.
Links, citations and quote CTA improvements.
BEFORE -> WORK -> AFTER
The cards explain the transition. Verified screenshots can be added later in the evidence gallery.
The Problem
The Intervention
The Movement
RESULTS
Estimated values are labelled separately from measured results.
Organic users increased from 1,950 to 7,280 per month, with 273% organic traffic growth and 356% more visits to product and installation pages.
Quote-page visits increased from 410 to 1,720 per month.
Quote requests moved from 22 to 83, phone enquiries from 14 to 49 and total organic leads from 36 to 132.
Conversion rate moved from 1.8% to 2.6%.
Estimated organic revenue opportunity: approximately AUD $38,000/month.
Estimated organic revenue opportunity is a modelled estimate, not confirmed revenue.
RANKING TABLE
Compare the recorded rankings before and after the work.
| 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 |
WHAT CHANGED
Product, application and Perth-focused pages gave search engines and buyers clearer destinations for different artificial grass needs, while technical fixes and stronger CTAs helped more visits become quote opportunities.
Artificial grass search demand was not one keyword. Product type, use case and location intent each needed enough structure to become useful entry points.
CLIENT 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.”
Client feedback
NEXT STEP
If you need to solve a similar search, visibility or tracking problem, start with the business context and the problem you are trying to fix.