Where Australian sites lose search traffic
Rarely to a competitor. Usually to themselves.
The dramatic story is a rival outranking you. The common one is quieter: a site that already ranked, and then changed.
A redesign or re-platform throws the URLs away
New platforms bring tidier URLs, and tidier URLs break every link Google had. Website migration SEO is mostly unglamorous bookkeeping — every URL that has earned traffic, listed before anything moves, each given a destination. For FleaMail's move off WordPress that list was 227 addresses, and 118 of them, mostly old WooCommerce product pages and archives, would have returned a 404 on the new platform. Now each has a redirect held in a table the team can edit.
Pages rank and nobody clicks
A page sitting in positions six to eleven with a title nobody would click is a problem that more content does not fix. Rewriting titles and descriptions for the pages that already rank, and adding structured data so results show ratings and prices, is usually the cheapest traffic a site will ever get.
The report measures the tool, not the business
Third-party rank trackers estimate. Search Console reports what Google actually showed and what people actually clicked, on google.com.au, for your property. Our reporting comes from yours, so the number in the report is the number you can check yourself.
Australian search, reported from Search Console
Page four to page one, and page five to page two.
What we can show you, and what we cannot
Two Australian search engagements, both measured the same way: the last six months against the six before, from each client's own Search Console.
FleaMail, a pet parasite-protection subscription: average position from 37.7 to 10.6 — page four to page one — and impressions up 86.7% to 693K. Clicks rose only 4.9% and click-through fell, because a site that suddenly appears for far more searches collects impressions faster than visits. Separately, for FleaMail's move off WordPress, we audited 227 ranking URLs and mapped a redirect for the 118 that would otherwise have died.
Australian Veterinary Wholesalers, an online vet-supply store: average position from 41.9 to 13.6 — page five to page two — and impressions up 25.5%. Clicks fell 23% over the same period, and we print that figure next to the good ones. More visibility has not yet become more visits, and closing that gap is the work now.
What an SEO agency should do in the first month
Any SEO agency in Australia worth hiring starts by reading Search Console properly: which pages earn impressions, which queries they earn them for, where the click-through rate is far below what the position should produce. Crawl the site the way Google does and fix what blocks it — redirect chains, canonical tags pointing the wrong way, pages the sitemap lists and robots.txt forbids. Then rewrite the titles and descriptions of pages that already rank, because that moves clicks in weeks rather than months. New content comes after, aimed at queries you can plausibly win.
Search in Australia specifically
Google in Australia is google.com.au, and results are localised hard — the same query returns different pages in Sydney, Perth and Hobart. A .com.au domain needs an Australian presence to register, which is part of why Australian buyers trust it on sight. The map results for a city need a verified local address; we do not have one and will not invent one, so our SEO services for Australian businesses aim at the ordinary results underneath, which is where most commercial clicks land for most queries anyway.
If your business depends on the map pack — a clinic, a trade, a shop with a door — a local specialist who can manage your Business Profile in person is the better hire, and we will tell you so.
How it runs
Protect first. Grow second.
Free Search Console teardown
Read access is enough. Inside 48 hours: what ranks, what is at risk, and the pages where a better title is worth more than new content.
Fix what blocks the crawl
Redirects, canonicals, sitemaps, speed and structured data — the technical layer, before anything else.
Rewrite what already ranks
Titles and descriptions for pages with impressions and no clicks. The fastest traffic available.
Write for queries you can win
New pages aimed at real Australian search terms, reported monthly from your own Search Console.
Money
How we charge.
Monthly SEO
Technical work, rewrites and content, scoped after the free teardown and billed monthly in Australian dollars.
- ✓Cancel with notice
- ✓Reported from your Search Console
- ✓No lock-in
Migration protection, one-off
For a redesign or re-platform: the URL audit, redirect map, metadata carry-over and post-launch monitoring.
- ✓Every ranking URL listed
- ✓Redirects tested before launch
- ✓404 monitoring after
Audit only
A written technical and content audit your own team can act on. Fixed scope, ends when it is delivered.
- ✓Prioritised fix list
- ✓Search Console reading
- ✓Handover call
No rate card, in any currency. One written scope and one price, agreed before anyone starts.
FAQ
Straight answers.
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