Case Study

Australian Tenders

This innovative company engaged Living Online to help solve the website’s SEO problems and improve their Google Ads performance to drive more profitable conversions.

175 %

Organic Traffic

SEO strategies increased organic search levels by 2.75×.
138 %

Organic Sales

Organic conversions for paying subscriptions increased by 139%.
17 %

Reduced CPA

Increasing organic conversions reduced the overall CPA by 17%.

The Client

Noticing the difficulty for individuals and businesses to research tenders from a wide variety of sources, Australian Tenders was established to collate these listings onto one online platform. The company searches the websites of hundreds of organisations and major newspapers throughout Australia, and then uploads and categorises these tenders for easy access. Customers can sign up for email alerts that notify them when tenders that match their criteria are newly released to the public through a paid subscription service (their main website conversion).

The Challenge

Australian Tenders found themselves ranking poorly for core keyword terms in organic search engine result pages. This was leaving them heavily reliant on paid advertising via Google Ads to bring in new traffic and drive sales of paid subscriptions. A significant issue for the business, and one impacting their SEO, was the inherent issue of them operating both the domains www.australiantenders.com and www.australiantenders.com.au.

The Objectives

Improve Australian Tenders’ organic positioning through search engine optimisation (SEO) and migrating the two domains into one.
Reduce their dependence on Google paid search advertising for website traffic and sales conversions.
Reduce their overall marketing cost per acquisition (CPA) for combined organic and paid conversions.

The Solution

The solution was to solve the website’s SEO problems through a technical audit and domain migration, while also building up their organic traffic, enabling them to become less reliant on Google Ads as their primary traffic provider.

Along with this, a new Google Ads campaign was required to boost conversions at a lower CPA for this innovative online business.

SEO

We completed a comprehensive SEO audit of the Australian Tenders website to identify any areas that required improvement, as well as issues that could be negatively affecting search rankings.

After completing detailed technical SEO analysis, a list of SEO recommendations and actionable changes were provided to the client, along with explanations for why these were necessary.

Once our recommendations had been implemented, the Australian Tenders website experienced a dramatic uplift in rankings, organic search traffic levels, and new sales from organic search.

australian tenders SEO — Our SEO efforts saw a massive intake in organic search sessions for Australian Tenders.

Website Migration

In-depth analysis had determined that the .com domain would be redirected to the .com.au domain, which already had the stronger domain authority and more history.

Prior to the site being moved to its new domain, it was important to ensure the risks inherent with changing domains were minimised. Our pre-migration checklist ensured that all SEO aspects of the migration were handled properly.

Once the site was live at its new domain, page-level 301 redirects were put in place to ensure that link equity and domain authority was preserved. All advertising URLs were also immediately updated to ensure proper tracking was maintained.

Once the migration was complete, we conducted a number of post-migration checks to test functionality and monitor performance. We were pleased to find that organic traffic doubled, and as a result, reliance on Google Ads traffic was reduced.

Google Ads

Using our Google Ads Audit process, we completed a thorough analysis of the current Google Ads campaign configuration and performance.

Extensive keyword research was undertaken using existing and new data, resulting in a powerhouse campaign featuring over 2,100 keyword variations.

The new campaign was structured around thematic ad groups to maximise relevancy, maximise click through rate (CTR), and minimise cost per clicks (CPCs).

When the new search engine marketing (SEM) campaign was launched, it led to an increase in CTR from 4% to 7.9%, and a decrease in cost per acquisition of more than 22%.

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Robert Nathan, Managing Director

Australian Tenders

We have achieved better results in the last four months with Living Online than we have achieved in the previous 4 years with two other SEO specialists. Furthermore their approach is more of partnership where they share their knowledge and experience. Our team is learning and growing along with them. We are confident with Living Online’s assistance that we are building a sustainable base to carry our online business forward over the next 10 years.

The Result

Our SEO strategies nearly tripled the organic search traffic to the site, and more than doubled their revenue from this source.

When combined with a more effective Google Ads campaign, total revenue increased considerably while costs decreased — a major win for this client.

175%

Organic Traffic

Organic search traffic nearly tripled due to our SEO strategies.
138%

Organic Sales

Organic conversions for paid subscriptions increased by 139%.
17%

Overall Reduced CPA

Increasing organic conversions reduced the overall CPA by 17%.
22%

Reduced SEM CPA

An immediate 22% reduction in CPA from the new Google Ads campaign.