Case Study
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Backyard Grannys
How Firewire increased Backyard Grannys Organic Traffic by 134% Through Content & Technical SEO
Backyard Grannys are Newcastle’s premier granny flat builder with over 10 years of experience and 1,000+ successful projects.
Industry: Construction
Location: Newcastle, Australia
Services provided: SEO Strategy, Technical SEO, Content Marketing
OUR CHALLENGE
Backyard Grannys approached Firewire Digital to address a 12-month declining organic traffic trend. The engagement began after an initial contract for speed optimisation demonstrated our technical expertise and professionalism.
Key challanges:
- Legacy Infrastructure: An outdated WordPress CMS and theme that limited optimisation and design capabilities
- Content Cannibalisation: Previous agencies had created content without strategic consideration, leading to keyword cannibalisation issues
- Poor Search Intent Alignment: Existing content failed to properly target user search intent or create a coherent long-term strategy
- Technical Limitations: The website's architecture made it difficult to implement optimisations
The Results
Growth Summary
Our comprehensive approach began with a thorough technical audit to establish a solid foundation for growth. This initial phase revealed critical opportunities for improvement in site speed and architecture, which we systematically addressed to enhance both user experience and search engine crawlability.
Building on this technical foundation, we developed a strategic content framework focused on creating clear topic clusters and eliminating keyword cannibalisation issues that had been hampering the site’s performance. Through extensive keyword research and search intent analysis, we identified valuable content opportunities that aligned with Backyard Grannys’ business objectives.
The implementation phase saw us methodically restructuring the site’s content architecture while optimising existing high-performing assets. This dual approach allowed us to maintain existing traffic while building new growth channels. We paid particular attention to aligning content with user search intent at different stages of the buyer journey, ensuring that potential customers could find relevant information whether they were researching granny flats or ready to build.
The results of this strategic overhaul were transformative. Organic traffic increased by 134%, while lead generation grew by 112%. Perhaps most importantly, we saw a 228% improvement in top 3 ranking positions, cementing Backyard Grannys’ position as the market leader in their space.
