SEO Case Study – Principal Landscapes

Initial Challenges

When Cullen Long, from Principal Landscapes called me in early 2019, I was already well aware of his beautiful landscaping work.

I live in City Beach, and he had several projects around here either already finished or well under way.

But while he and his team were creating stunning outdoor spaces across Perth, they were struggling to reach as many potential clients online as they should have been.

Despite their exceptional work in landscape design and general landscaping, their website wasn’t generating the leads their stunning gardens deserved.

The Starting Point

Principal Landscapes faced several challenges that were affecting their growth online:

• Their website was receiving a low level of organic traffic, despite Perth’s booming home improvement market.
• While their portfolio showcased impressive projects, potential clients simply weren’t finding them through Google searches.
• Their search rankings told a similar story – crucial keywords were buried deep in search results, with most appearing beyond page two.
• For a high-end landscape designer, this meant missing out on valuable opportunities to connect with ideal clients.

Our Approach

After a thorough analysis of their digital presence, we developed a strategy that went beyond the basics.

Here’s how we did it:

Keyword Strategy

We began by researching their ideal high-end clients (Perth homeowners seeking landscape design and general landscaping services).

This revealed valuable insights into search patterns and helped us identify high-intent keywords that their ideal clients were using, including:

• “Landscape Designers Perth” – targeting homeowners seeking professional design services
• “Pool Landscaping Perth” – capturing the lucrative pool-landscape integration market
• “Landscapers Perth” – reaching clients looking for full-service landscaping services

Tidying Things Up Technically

Our technical audit revealed several opportunities for improvement.

We looked for things that would both satisfy search engines and enhance customer user experience (UX):

• Optimized image sizes and implemented lazy loading to improve page speed
• Restructured the navigation to better showcase their service categories
• Enhanced mobile responsiveness to cater to customers using mobile devices
• Fixed broken internal links and improved site architecture

Content: Showcasing Expertise

We developed a content strategy that positioned Principal as a thought leader in Perth’s landscaping industry:

• Created detailed project case studies highlighting Principal’s stunning designs
• Developed seasonal landscaping guides relevant to Perth’s climate
• Published expert advice on pool & landscape integration
• Regular blog updates featuring guides and landscape trends

SEO Results

The transformation in their digital presence has been remarkable:

Traffic Growth

A 409% increase in organic traffic since June 2019 has translated into a steady stream of qualified leads. This wasn’t just about numbers – the quality of inquiries improved as well, with more clients specifically mentioning their portfolio work.

Keyword Rankings

Their visibility in search results saw dramatic improvements:

• “Landscape Designers Perth”: From position #25 to #2
• “Landscapers Perth”: From position #23 to #4
• “Landscape Design Perth”: From position #22 to #3

Most importantly, they now appear on the first page for 75% of their target keywords, creating a strong foundation for continued growth.

Client Testimonial

Principal Pools + Landscapes has expressed great satisfaction with the results so far. They shared the following feedback:

“Peter has been doing our SEO for our website Principal Landscapes for a few years now. Our ranking has always been very good and Peter and his team have worked diligently in the background to ensure our website is first class, functional and has a good presence online. Peter’s always available and has been great to deal with. Highly recommended!.”

Cullen Long / Director

Looking Ahead: Building on Success

While the results have been impressive, our ongoing strategy focuses on:

1. Targeting Ultra-Competitive Keywords: We’re expanding the keyword strategy to capture even more high-value search terms in the Western Suburbs landscaping market.
2. Authority Building Continuing: To develop high-quality backlinks from respected home / garden and design publications.
3. Conversion Optimization: Fine-tuning the website to convert more visitors into qualified leads, with a focus on showcasing their brilliant garden designs.

The Bigger Picture

This case study demonstrates how a comprehensive approach to SEO can transform a business like Pricipal’s online presence.

For Principal Pools + Landscapes, it wasn’t just about improving rankings – it was about creating a platform that reflected the quality of their work and connecting them with the clients who value their expertise.

Through careful optimization, quality content creation, and technical excellence, we’ve helped position Principal Landscapes as an online leader in Perth’s landscape design and landscaping industry, creating a strong foundation for continued success.

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