Case Study
Arbor Operations
Arbor Operations is an arboricultural company based in Brisbane. It was founded in 1986 and has built a reputation for high quality standards and service. Arbor’s team is extremely passionate about tree health, and the benefits they bring to local communities throughout Queensland.
The Challenges
As an established South East Queensland business, Arbor Operations had secured regular government and council contracts, working on communal parks and gardens. This comprised the vast majority of their business, and while it was steady work, they were aware of the risk of such a narrow client base.
They needed to mitigate their business risk by procuring more private sector work, such as property managers, body corps, and homeowners. They realised that their website was the most effective way to do so, but didn’t have the support they needed to turn it into a lead-generation machine. They also ran expensive and underperforming Google Ads that they badly needed to refine.
The Solution
Media Heroes worked on designing a high-quality website that was easy to navigate using Arbor’s excellent backlog of content with a strong conversion rate for new enquiries. We identified the company’s most valuable target keywords and built the website around them so that people could easily find it using their preferred search queries, have their questions answered, and then submit an enquiry for work. We planned the website from the ground up, ensuring a logical page structure, clear navigation, and excellent onsite SEO content that performed well for both Google and the user. The design was modernised and built around Arbor’s unique branding, making it instantly recognisable and beautiful to look at.
The SEO campaign focused on both transactional service pages and the creation of quality monthly content that would attract more visitors to the blog and help lift the transactional SEO rankings. This was strengthened with a solid backlinking strategy. This allowed us to jump from around 130 daily visitors to 800 per day in the space of a single year, which adds up to over 300,000 organic users every year. These SEO results achieved an immediate increase in business for Arbor, who started receiving many more leads through their website. This success has compounded over time, and today, Arbor Operations is the #1 ranked Arborist in Australia, with 3X the rankings of their next closest competitor.
Solution Provided
SEO Campaign
300,000 organic website visitors over 12 months – We undertook an ambitious SEO campaign targeting South-East Queensland with opportunities to attract larger national work. This was led by our Brisbane SEO team and has produced exceptional results. The SEO campaign focused on producing enticing arborist-related content that showed subject matter authority with a big focus on quality. At the time of writing, over 10 of Arbor’s blogs are sitting in the number one spot for their respective keywords, attracting well over a quarter of a million additional visitors yearly. If you’re researching a particular type of plant or tree for your garden (e.g. privacy plants), there’s a good chance that Arbor has a blog that is either in the number one spot or very high up on the page.
Web Design & Development
The Media Heroes team completed all aspects of the web design, from site architecture and concept design to the final build and onsite content. Their approach of planning for SEO success from the very start of the web design process provided Arbor Operations with a huge advantage over their competitors and has given them an insurmountable competitive advantage.
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