How Melbourne Natural Therapies increased their organic users by 74.9% YoY

This week in Soaring Above Search, I want to introduce you to a client of ours:

Melbourne Natural Therapies.

MNT debunks the myth that SEO is dead.?

Instead their success is living proof that SEO lives.

And only flat lines with ‘dead’ strategies such as ?

• Multiple domains with duplicate content
• Irrelevant, unhelpful content
• Site speed problems
• Keyword stuffing

After experiencing the ineffective outcomes of these strategies with another agency, Phil (the owner of MNT) came to us for help.

We created a tailored, cost-effective campaign in 5 steps:

1. Content

(https://www.lawrencehitches.com/why-is-having-duplicate-content-an-issue-for-seo/)?

Duplicated content refers to blocks of content within or across domains that are either identical or very similar.

It causes something called keyword cannibalisation, diluting keyword relevance.

It also hinders the ability of search engines to index and rank effectively.

To prevent duplicate content, you can employ several strategies:?

• Use 301 redirects
• Add canonical tags?
• Disable session IDs in URLs
• Ensure consistent URL parameters
• Avoid duplicate printer-friendly pages
• Settle less essential pages to a noindex tag

You should also be producing unique and original content.

Google doesn’t like copycat pages.

Irrelevant content or content-dumping is penalised by search engines.

That’s why it’s important to produce content aligning with EEAT principles.

Not only does this improve visibility and authority, but also enhances user experience.

2. Site speed

(https://www.lawrencehitches.com/core-web-vitals/)

One of the biggest factors in SEO is Core Web Vitals.

Better site performance = better UX = better SEO rankings.

The faster your load time, the fewer people bouncing off your site.

Core Web Vitals focus on 3 areas:

• Largest Contentful Paint (LCP): how quickly largest content loads
• Interaction to Next Paint (INP): how quickly site responds to user interaction
• Cumulative Layout Shift (CLS): how visually stable your page is

Google PageSpeed Insights, Semrush and Chrome UX Report audit your Vitals.

From there, you can start to optimise.

LCP:?

• Improve server response times with better hosting or a CDN.?
• Eliminate render-blocking JS & CSS.
• Use ‘async’ or ‘defer’ attributes to load non-essential scripts later.
• Compress images, videos, optimize fonts, and use lazy loading to load efficiently.

INP:

• Break long-running (JavaScript) tasks into smaller ones.
• Techniques like RequestIdleCallback or splitting up code can help.?
• Tree Shaking to reduce JavaScript bundle sizes, so only essential scripts load right away.

CLS:

• Assign fixed dimensions to ads so they don’t cause layout shifts as they load.
• Ensure elements like cookie banners have specified dimensions to prevent shifting.?
• Pre-allocate space for dynamic elements like pop-ups to avoid causing layout issues.

3. Keywords

(https://studiohawk.com.au/blog/keyword-difficulty)?

Every marketer understands the difficulty of choosing the right keywords.

If you’re spending time and resources creating content but chasing overly competitive keywords, you’re essentially writing for an audience that will never find you.

Keyword difficulty (KD) demonstrates how difficult a certain keyword is to rank.

This is how we turn KD & SEO into measurable growth ?

1. Focus on achievable, relevant keywords
2. Align content with user needs
3. Adapt based on data

Depending on site authority, we develop a tailored keyword plan for your search campaign.

For example, our client had lower website authority, so we targeted keywords with a difficulty score under 30 to give them the best shot at ranking.?

(keep in mind: low-difficulty keywords still need solid search volume to be worth the effort)

We plan based on 3 stages:

1. Quick wins (3-6 months)

• KD scores under 30
• Keywords that match your content’s intent
• Pages currently ranking on pages 2-3 of Google
• High commercial value, meaning they drive conversions

2. Growth opportunities (6-12 months)

• KD scores between 30-50
• Keywords with growing search trends
• Gaps where competitors haven’t fully optimized their content
• Terms that align with your business objectives

3. Aspirational targets (long-term)

• KD scores above 50
• Keywords with high search volume
• Terms that boost your brand’s authority and visibility.

4. Coaching

We put in the hard yards so you can get the most out of your SEO.

Except we don’t stop there.

We engage in weekly catch-ups and coaching tips.?

• Review results?
• Foster accountability?
• Track performance of keywords?
• Monitor site traffic and SEO metrics?
• Encourage collaboration across teams

We coached the team at Melbourne Natural Therapies to develop good long-term SEO habits through in-house training.

By guiding the client on how to perform their own fixes, we were able to focus more time on backlink acquisition and digital PR efforts.

5. Off-page

Digital PR campaigns boost online brand recognition.?

By sharing your story through press releases and publicity, you are able to secure high-value backlinks to your site.

• Creative campaigns
• Guest posts on sites
• Reactive campaigns
• Data-led campaigns
• Expert commentary

SEO Results: Melbourne Natural Therapies

• Fixed issues created from previous SEO agency
• Educated their team about SEO optimisation tactics
• Taught how to implement their own technical on-site fixes
• Managed their backlink campaign and on-page improvements

Results:

• 57% rise in organic traffic YoY
• 74.9% increase in organic users YoY
• 137% increase in keywords ranked over 4 years
• Page 1 rankings achieved across main industry keywords

With the right strategy, you can get results like these too.

After more??

Check out my website or the StudioHawk blog for all your SEO know-hows.?

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