From 30,000 to 300,000 monthly users against billion-dollar rivals

Low traffic volume in one of the most competitive search markets in the country: 30,000 monthly users, against rivals investing millions in SEO every year. Cutting through that noise meant winning on content, authority and technical performance simultaneously, and absorbing a domain migration merging 36,000 articles from a newly acquired company along the way.

On-page, our AI keyword research identified the high-value opportunity, and a programmatic SEO strategy with the Urban team expanded the keyword footprint massively, while we managed the strategy, recruitment and training of Urban’s editorial function, eight freelance journalists producing hundreds of articles a month. Off-page, large-scale content production featuring industry players built high-quality, localised backlinks.

Technically, an ongoing auditing process with Urban’s product team kept finding speed and experience gains, including reformatting the header JavaScript that had been blocking Google from crawling the platform’s content. The domain migration and 36,000-article merge landed without a hitch.

Over three years, monthly traffic grew 1000% from 30,000 to 300,000 users, more than 2 million a year, rankings expanded from around 3,000 unique search terms to 150,000, and Urban became a top-100,000 visited website globally and Australia’s number one dedicated platform for off-the-plan real estate.