About the client

Abbeys Auctions is a Melbourne-based company that has been established since 1969 and specialises in the sale of personal collections and general household items. They offer much more than traditional auction services. They provide a full range of services including clearance and cleaning through to shifting and storing.

Objectives

• Increase non-branded organic reach (clicks & impressions) of main targeted keywords relevant to auctions, furniture sales, estate clearances, and more.
• Increase organic visibility of the website
• Increase leads generated through the website
• Increase total keywords ranked on Page 1

Strategy

• A new SEO campaign focusing on increasing the presence across a range of keyword themes.
• Keyword research – to compile raw list of keywords which cover most of the services provided
• Keyword mapping – mapping raw list to suitable pages
• Building new target pages for themes which didn’t have an existing page.
• Content analysis for all target pages and improvement from both a copy and technical aspect
• Adding evergreen content and blog articles on the site considering informational, educational, commercial and transactional related terms
• Implementing a link building strategy to not only increase the domain authority of the site, but to improve the contextual nature of the backlink profile, with relevant links from niche sites

Results

Over a 13 month period:

212% increase in organic traffic
30,000+ visitors per month
290% jump in conversions

36 target keywords in the top 3 spots on Google, including:

• auctions melbourne
• auction house
• furniture auctions
• deceased estate sales
• antique dealers
• collectables melbourne
• jewellery auctions melbourne
• second hand furniture melbourne