Australian cities are enormous by area, which makes the suburb the real unit of local search. A trade covering the Northern Beaches and one covering the Inner West are in different markets even though both say Sydney, and a single city page serves neither.
Outside the capitals the picture changes completely. Regional terms frequently have a fraction of the competition and the same commercial value per enquiry, and they are often held by whoever last touched their Google Business Profile.
Categories decide which searches you are eligible for at all, and most profiles have one when they could have five. Services, attributes, opening hours and the question-and-answer section are all ranking inputs and all sit empty on most profiles. This is the first thing we work through and it is the part that moves fastest.
One page listing twelve towns in a footer ranks for none of them. A page per area you genuinely send somebody to, written about that area, ranks for each. The test is whether you would take the job: pages for places you cannot serve cost more than they earn and they read as false to a buyer.
Your name, address and phone number have to match everywhere they appear. They usually do not, because a business moves, changes a number, or gets listed by somebody else with the old details. Cleaning that up is unglamorous and it is one of the few things that reliably moves a stubborn map ranking.
Volume, recency and whether you reply all feed the ranking, and all three are within your control. We set up the asking so it happens without anybody remembering, and the replies get written.
Sydney and Melbourne are too large to be a catchment. Pages written for the suburbs you actually serve outrank a single city page in every one of them.
Outside the capitals the same search has a fraction of the competition and frequently the same commercial value per enquiry.
Australian buyers look for a licence number for regulated trades. It belongs on the page because it converts, not because it ranks.
Every number below is from the client’s own Google Search Console, for the period shown. Impressions are how often the site appeared; clicks are people who arrived. What each visit is worth is your sales process, not ours, so these are the visits we can prove rather than a conversion figure we cannot.
+139,355% clicks against the previous period of the same length.
+2,059% clicks against the previous period of the same length.
+1,184% clicks against the previous period of the same length.
+1,174% clicks against the previous period of the same length.
There is no package to pick from. What the site needs is decided on a call and written down before any work starts, because a business with one location and a clean site needs a different month to an agency reselling to twelve clients.
01
Thirty minutes on what you sell, where you sell it, and what the site looks like today. No scope is written before that conversation, because the right work depends on all three.
02
What will be done, in what order, and what it costs, in writing. Nothing starts until you have agreed to it.
03
The work runs monthly and the scope changes as the site does. Cancel with 30 days’ notice.
Profile work often shows within four to eight weeks because so few competitors maintain theirs. Area pages take three to six months. Citation clean-up shows up slowly and mostly by removing a ceiling rather than by lifting you.
No, and it is the commonest way this goes wrong. A page for a place you would not actually travel to is a page that earns nothing and makes the rest of the site look padded. Pages follow where you genuinely send someone.
Usually, and the first step is finding out why, which is often a category or an address problem rather than anything you did. It is handled case by case and we will tell you honestly if it looks unlikely.
Yes. Each location needs its own profile and its own page, and the failure mode is one page and one profile trying to cover all of them.
The city-wide terms are expensive. The suburb-level terms that actually produce jobs are not, and there are a lot more of them.
Yes, calls and email in your working hours.
Yes, and they are usually different strategies. Regional terms often move within weeks; metro suburb terms take longer and are worth more per enquiry.
A 30-minute call in your working hours. Tell us what you sell and where, and we will tell you what we would do first and what it involves. Prefer email? Send your website through the form and the Passieon Team will reply within two working days.
Message us
Ask anything about your site or where your enquiries are going. It goes straight to a person, not a bot. Leave an email and you get a reply.
