Counselling in Melbourne
+187% organic traffic growth for a psychology practice
How we helped Counselling in Melbourne almost triple website traffic.
The client
Counselling in Melbourne are a well established psychology practice based in Melbourne, with three practice locations. With a very competitive market, Counselling in Melbourne came to us to increase their online visibility, specifically through Google organic search.
The challenge
Counselling in Melbourne had a dated website, with very low organic authority, and little monthly organic traffic. This meant that the website was hardly generating any client bookings, and wasn’t seen as a marketing asset by the owner. Our goal was to change this.
- Low authority with Google
- Little search traffic
- Not ranking well for profit-driving keywords
- Tired, out of date website
The plan
Initially the plan for Counselling in Melbourne was to conduct a thorough SEO audit, and implement suggested changes across the site. Following this the plan called for a comprehensive SEO strategy to focus on improving existing content and creating new, highly relevant content to bring in more organic traffic to the website.
- SEO audit to uncover technical issues with the website
- Competitive analysis to uncover potential opportunities within the market
- Content marketing strategy to create highly relevant, targeted content to resonate with the target audience
- Link acquisition to built trust and authority with Google
- New website to improve brand trust, user experience and increase conversion rate
The solution
SEO Audit
The first point of call for almost any SEO campaign is to audit and benchmark the existing website, to see the current performance, identify any issues and uncover opportunities for growth. We conducted a thorough SEO audit, uncovering many technical issues and also uncovering a number of opportunities to grow organic traffic to the website.
Keyword research and content strategy
Some opportunities found in the audit phase uncovered a huge opportunity for the website to rank in Google’s organic search results for target topics and keywords. We approached this content strategy using a hub and spoke content model, which has produced outstanding results in terms of increasing website traffic by almost 200% for this website.
Building authority with Google
After creating and beginning work on our content strategy with high quality monthly articles, the next step was to begin building more trust and authority with Google. This was achieved by securing a number of high quality backlinks from related, highly credible websites within the health and mental health industry.
Website upgrade
With a sound content marketing and authority building strategy in place, the next logical phase for Counselling in Melbourne was to upgrade the website. The objective of this was to further build brand credibility and improve user experience with the target audience. This was achieved by creating a much more visually pleasing, and easier to use website experience. A key aspect of SEO in 2024 is a focus on user experience, and this was carried through to the mobile version of the website, since approximately 60% of the site’s visitors access the website on a mobile device.
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As the Director of Counselling of Melbourne, I reached out to Joel when our organic website traffic went rapidly south (over 40% drop) after a Google algorithm change. Joe was able to stem the flow of lost traffic and over the next couple of months Joe worked his magic. Our organic traffic numbers are now constantly higher than our previous benchmark. Joe knows his stuff and I would highly recommend.