Skip to main content

A Queensland Outdoor Furniture Manufacturer

Digital Marketing : SEO

At iSonic Digital we ran a long term, content led SEO program for an Australian manufacturer of outdoor park and street furniture. Over three years of monthly work their average position in Google moved from the bottom of page three to the middle of page two, and twenty six of their commercial keywords reached number one at some point along the way.
 
This is what a sustained content program does that a short burst cannot. The gains did not arrive in a single month. They compounded.

Digital Marketing
SEO
Content Marketing

From Position 33 to Position 15

What Three Years of Consistent SEO Actually Delivers

When tracking began in January 2025, the site’s average position across every query it appeared for was 33.3. That is the bottom of page three, where almost nobody clicks. By the final quarter of the retainer it was 14.9.

Key outcomes across the program:

  • Of the keywords tracked from the very start, average position improved from 10.1 to 4.1
  • Every one of them finished inside Google’s top ten. Ten improved, one held, one slipped
  • Top three placements among that original set went from 1 to 5
  • Average Google position across the whole site improved from 33.3 to 14.9
  • Commercial keywords in the top three more than doubled, up 103%
  • The value of the site’s organic traffic more than doubled, up 108%
  • The number of keywords the site ranks for grew 53%
  • 26 of 37 tracked commercial keywords reached position one at some point
  • 26 commercial keywords held a ranking every single week for 209 consecutive weeks
  • Monthly visits grew 324%, from 602 a month in the first quarter to 2,555 a month at the peak
  • Visits arriving from Google grew 437%, faster than the site’s traffic as a whole
  • Organic search delivered 48% of all site sessions, close to five times the volume of paid search
  • Organic visitors engaged with the site at 72%, against 59% for paid search visitors
Stacked bar chart showing the distribution of the tracked commercial keywords across Google position bands week by week across the whole tracking period, with the top three band growing steadily and the total number of ranking keywords rising towards 40

Client

The client manufactures and supplies outdoor furniture for public spaces: park seating, picnic settings, bench seats and street furniture, in both aluminium and recycled plastic. Their buyers are local councils, builders, schools, healthcare facilities and commercial developers, which makes the sales cycle long and the research phase almost entirely online.

They were already a known name in their category. The problem was not credibility. It was that the people specifying outdoor furniture for a new park or a school upgrade were not finding them at the moment they went looking.

The Problem

The site was appearing in search results in real volume but sitting too low to earn the click. Across the first three months of measurement it collected more than 163,000 impressions and converted barely 1,372 of them into visits, a click through rate under 1%.

That pattern tells you the problem precisely. Google understood what the site was about and was willing to show it. It just was not convinced the site deserved a top position.

Underneath that:

  • Category and product pages carried thin content that did not answer what a specifier actually needed to know
  • The range of commercial terms the site could rank for was narrower than the range of products it actually sold
  • There was no steady publishing rhythm, so nothing signalled ongoing authority in the category
  • Competitors with comparable products were occupying the positions above them

Our Approach

We ran a monthly program built on the principle that consistency beats intensity in a category with a long buying cycle.

Category and sector page development. We built out dedicated pages for the sectors that actually commission this work, councils, builders, education and commercial, so that a buyer searching from inside their own context found a page written for them rather than a generic product listing.

A sustained publishing rhythm. Across the program we produced a steady stream of articles and news pieces aligned to what buyers research before they specify: material comparisons, compliance questions, durability, maintenance and procurement considerations. The volume mattered less than the fact that it never stopped.

Case study content as ranking assets. Completed installations were written up as their own pages and linked through the site. These earned rankings in their own right and gave commercial buyers the proof they look for before committing to a supplier.

Product and category page optimisation. Existing pages were rewritten with proper depth, correct heading structure and metadata aligned to how buyers actually search, rather than to internal product naming.

A paired location page rollout. From mid 2025 we built dedicated location pages across the client’s Queensland service areas, and built them in pairs, one for each of the two main product materials in each region. Redlands, Brisbane, the Gold Coast and the Sunshine Coast each got their own pages for both aluminium seating and recycled plastic furniture.

That rollout coincided with the clearest movement in the data. In the three months it landed, the site’s average Google position moved from 30.9 to 13.7. Impressions fell by around a quarter over the same period while clicks went up, which is exactly what you want to see: the site stopped surfacing for broad searches it was never going to win, and started appearing near the top for the specific regional searches its buyers actually make.

Google Business Profile as an ongoing channel. Profile updates went out monthly alongside the content, so the local presence stayed active rather than dormant.

Quarterly direction reviews. Each quarter the content direction was reviewed against the client’s current priorities, so the program followed the business rather than a plan written two years earlier.

Line chart with an inverted axis showing the average Google position of the twelve keywords tracked from the first baseline improving from 10.1 in September 2022 to a best of 2.9 in March 2025 and finishing at 4.1 in March 2026

The Results

The keywords we started with. The clearest measure of a long program is what happened to the terms it set out to win. Twelve keywords were tracked continuously from the first baseline in September 2022 through to the end of the engagement. Their average position moved from 10.1 to 4.1. At the start, one sat in the top three and six were on page one. At the end, five were in the top three and all twelve were inside the top ten. Ten improved, one stayed where it was, and one slipped by a single place.

Search visibility. Across 209 consecutive weekly measurements the picture was one of steady accumulation rather than a spike. Commercial keywords in the top three positions moved from an average of 7.9 to 16.1, an increase of 103%. Keywords in the top ten moved from 23.8 to 28.8. At the program’s high point in early 2025, 30 of the 32 ranking commercial keywords sat inside the top ten.

The value of what the site earns for free. Semrush estimates what a site’s organic traffic would cost to buy through advertising instead. Across the two years to May 2026 that figure went from around $330 a month to $686, an increase of 108%, while the number of keywords the site ranks for grew from 450 to 688.

The traffic that followed. Rankings are the mechanism, visits are the result. In the first three full months of the retainer the site averaged 602 sessions a month. At its peak, September to November 2025, it averaged 2,555, an increase of 324%. Visits arriving from Google over the same comparison went from 227 a month to 1,219, up 437%. Google traffic growing faster than the site’s traffic overall is the clearest evidence that the search work is what moved the numbers. That Google figure counts both search results and ads, since the underlying measure does not separate them.

Durability. Twenty six commercial keywords held a ranking in all 209 weeks measured. This is the number that matters most in a category where a buyer might research for six months before raising a purchase order. The site was findable every single week, not in bursts.

Channel contribution. Over the measured period organic search accounted for 48% of all sessions to the site, close to five times what paid search delivered, and organic visitors engaged with the site at a meaningfully higher rate than paid visitors did.

Area chart showing the number of non brand commercial keywords holding a top three position in Google rising from 6 in May 2023 and holding between 15 and 19 for the last eighteen months to May 2026
Line chart with an inverted axis showing average Google position across every search the site appeared for moving from 30.9 in August 2025 to 13.7 in October 2025, annotated where the regional pages went live, and holding near 15 through to April 2026
Column chart comparing monthly website sessions, 602 a month across the first quarter of the retainer against 2,555 a month at its peak, an increase of 324 per cent, with visits from Google rising from 227 to 1,219 a month

Key Takeaways

Consistency is the strategy. Three years of monthly work produced a compounding result that no short campaign could replicate. The single biggest movement came in year three, not year one.

Rankings follow depth, not volume. The pages that reached number one were the ones that answered a real buyer question properly.

Position matters more than presence. The site was already appearing in over 160,000 searches a quarter before the gains landed. The work was not about being seen. It was about being seen high enough to be clicked.

Let’s Talk!
The iSonic team standing together in their Capalaba office
Two members of the iSonic team seated in the office reception area

Ready to Build SEO That Keeps Working?

If you are tired of chasing short term wins and want an SEO strategy that delivers real, sustainable growth, then it is time to talk to iSonic Digital.

Let us build your digital foundation the right way.

Let’s Talk!