1.34M impressions: A New Site Beats Established Competition

About AUSLux

For over 10 years, AUSLux has been a trusted partner for home renovators and builders, offering bathroom, kitchen, and laundry supplies. A family-run business, they provide Australian Standard products at competitive prices from an easy-to-navigate platform with nationwide delivery options.

AUSLux's Challenges

AUSLux needed a mobile-optimised website to engage customers and compete with industry giants like Doors Depot and Hume Doors. Goals:

Drive organic traffic to the new website, focusing on high-conversion product pages.
Achieve top rankings for high-intent, competitive keywords in targeted regions such as Sydney, Newcastle, and Wollongong.
Improve customer engagement and conversions through optimised user experience (UX) and a mobile-first website.

Our Approach

To address AUSLux’s challenges and meet its goals, we implemented a comprehensive SEO strategy focusing on technical optimisation, high-impact content creation, and mobile-first design. The approach was built around:

GSC and Structured Data Optimisation

Set up Google Search Console to ensure proper indexing and crawlability and implemented structured data to showcase key product details directly in search results.

Content Strategy

Updated underperforming product pages by improving word count, natural keyword integration, and heading structures; created new content to align with keyword targeting, search intent, and readability.

UX and E-Commerce Improvements

Transitioned the website from an enquiry-based system to a fully functional e-commerce platform, ensuring optimal performance across all devices, and combined SEO with UX to increase conversions and revenue.

Localised SEO

Employed geo-targeted strategies to rank highly for location-specific keywords, such as “Sydney timber doors,” to drive targeted traffic from high-value areas such as Sydney, Newcastle, and Wollongong.

Strategy & Execution

Backlink Strategy: We built 594 high-quality backlinks from 55 referring domains, targeting niche-relevant websites to improve authority. We also regularly audited the backlink profile to maintain link quality, ensuring a clean, toxic-free link profile. This contributed to steady domain authority growth and enhanced search rankings. Keyword Targeting: Our strategy focused on achieving brand visibility through high-volume, competitive keywords like “timber doors” and “interior sliding doors” while also capturing specific, niche audiences with low-competition keywords like “4 panel horizontal interior timber door” and “Duracote solid core block door.” Website Mobile Responsiveness & Rebuild: The previous AUSLux website was not mobile-responsive, leading to a significant drop in rankings and user engagement. We undertook a complete rebuild, prioritising a mobile-first and responsive design with enhanced page load speeds. This resulted in a more seamless browsing experience for users, a notable recovery in search rankings and increased organic traffic.

Tangible Business Impact

Sustained Customer Engagement Google Search Console data shows over 21K clicks and 1.34M impressions, demonstrating continued strong engagement through organic search.

Maintained High Keyword Rankings: Targeted keywords continue to hold the #1 ranking, ensuring AUSLux remains highly visible and attractive to users searching for their products.

Organic Traffic and User Engagement Growth Successfully attracted 58,681 active users through organic search, leading to 111,869 sessions from organic traffic, with 74,464 engaged sessions.