105% User Growth & $220k Revenue Increase: The SEO Strategy That Delivered

About Ponds R Us

Ponds R Us, part of the elite Garden Ornaments and Pondman family, is a trusted supplier of aquaculture and aquarium products, including pond kits, water treatments, and garden decor. This Australian-owned and operated company serves homeowners and commercial buyers, offering affordable and reliable solutions.

Ponds R Us’ Challenges

Ponds R Us faced a dual challenge of poor-quality backlinks hindering their SEO performance and limited online visibility in a niche but competitive aquaculture and aquarium market. Despite consistent demand for these products, their website struggled to attract organic traffic, lagging behind competitors in search rankings and customer engagement. Goals:

Increase organic traffic by targeting high-intent, competitive keywords and focusing on high-conversion product pages.
Achieve top search rankings in targeted regions like Sydney.
Improve customer engagement and conversions through optimised content, enhanced UX, and tailored audience outreach.

Our Approach

To address Ponds R Us' challenges, we developed a targeted, data-driven campaign to increase their organic traffic, improve search rankings, and enhance UX. By focusing on the needs of a niche audience and optimising SEO fundamentals, we ensured long-term, sustainable growth.

Audience Targeting

Identified and focused on homeowners and commercial buyers actively searching for aquaculture and aquarium products.

Optimised Content

Developed keyword-optimised product and category pages with compelling content and enhanced metadata.

Backlink Building Strategy

Improved domain authority by removing harmful backlinks and building high-authority links through social bookmarking, guest posts, and informational articles.

Local SEO Enhancements

Optimised local business directory listings and Google My Business (GMB) profiles to drive local engagement.

Strategy & Execution

Our team designed and implemented a multi-pronged strategy to ensure measurable and scalable website visitor growth: Data-Driven Keyword Mapping: Conducted a granular analysis of high-intent keywords and mapped them to specific product pages, ensuring optimised targeting for short- and long-tail searches. On-Page SEO Optimisation: Fixed technical SEO elements, including site structure, internal linking, and page load speed, to enhance user experience and crawlability for search engines. Custom Backlink Outreach Plan: Created a tailored backlink-building strategy, including outreach to niche industry blogs and authoritative local domains, resulting in high-quality backlinks that boosted domain authority. Performance Tracking and Iteration: Used advanced analytics tools (e.g., Google Analytics, SEMrush) to continuously track website performance, evaluate engagement metrics, and refine strategy based on real-time insights.

Tangible Business Impact

Since partnering with Zeal Digital, Ponds R Us has significantly improved organic visibility and customer engagement growth.

Total Keywords	Top 5	Top 10	Top 30
15	11 ↑ 1	15 ↑ 1	15

Keyword	Search Volume	Current Ranking
Pond Pump	2400	3
Fountain Pump	480	3
UV Filter for Pond	170	10
Pond Aeration	390	2
Fish Pond Pump and Filter	170	1

Organic Engagement Improvements

Total Website Traffic Growth: Gained 30,433 new users in total, with organic search as the dominant channel (79.2% or 24,150 users).
Revenue Impact: Organic search brought in $92,939.74, contributing to more than 57% of total revenue ($160,741.42). Organic shopping was another significant contributor, driving $48,834.06 in revenue.
Engagement: Organic search visitors accounted for 395,674 key events and 4,136 returning users, showing that our SEO and content strategies drove significant on-site engagement.

One Year Later: Sustainable Success

Following the conclusion of the initial campaign in November 2023, Ponds R Us has continued to experience sustainable growth in organic visibility and customer engagement. Year-on-year comparisons show that our SEO strategies have delivered lasting results:

Total Keywords	Top 5	Top 10	Top 30
15	14	15 ↑ 1	15

High-volume keywords continue to hold the top 3 rankings, outperforming competitors like Bunnings, OASE Australia, Aquarium Kingdom and The Fish Works!

Keyword	Search Volume	Current Ranking
Pond Pump	3600	3
Fountain Pump	590	3
UV Filter for Pond	170	2
Pond Aeration	390	1
Fish Pond Pump and Filter	170	1

Local SEO Wins

Optimising local business directory listings and GMB profiles helped improve visibility in the Sydney area, significantly increasing foot traffic and local online engagement.

Keywords	Current Rankings
Pond Liner Sydney	1
Koi Pond Suppliers Near Me	3

Organic Engagement Improvements

Metric	Dec 2022 - Nov 2023	Dec 2023 - Nov 2024	Increase %
New Users	23,740	48,781	105.48%
Total Users	23,807	48,994	105.8%
Returning Users	4,051	8,924	120.29%
Engaged Sessions	28,300	64,483	127.86%
Total Revenue	$89,686.74	$224,014.96	149.77%
Key Events	2,784	13,707	392.35%