Website structure
The existing site reorganised so the content is easier to use and easier to act on, with a particular focus on phones.
Site structureMobileConversions
SEO case study · Electrical
How Approved Electrix grew organic traffic by 112%
More enquiries from Google across Melbourne’s east and south-east, for an electrical contractor with over 25 years in the trade.
112%
Organic traffic growth
37%
More enquiries from organic search
What we set out to do
Approved Electrix wanted more of the people searching for an electrician in Melbourne to find them and get in touch. That meant ranking for the searches people make when they are close to booking a job, and showing up in new suburbs the business wanted to work in.
Our approach
We worked on the existing website rather than starting again, reorganising the content so it was easier to use and easier to act on, especially on a phone. New pages for each new service area widened where Approved Electrix appeared in local results, and ongoing work on the Google Business Profile lifted their visibility in the map results month after month.
Behind that, our technical team tidied up the site’s structure, made it easier for Google to crawl, and improved the page titles, internal links and structured data. Banners and landing pages were redesigned with clearer calls to action and faster load times, and a digital PR campaign earned links and mentions from relevant publications to build the site’s authority.
The results
Organic traffic grew 112%. Enquiries from organic search rose 37%, and traffic from Google’s local results rose 42%.
The delivery
Six pieces of work, running together
None of these six would have done much on its own. Pages for new suburbs need a site Google can crawl, a fast site needs authority behind it to outrank anyone, and more visitors only matter if the page makes it easy to get in touch. So they ran as one programme.
New service areas
Pages written for each new suburb the business wanted to work in, which widened where Approved Electrix showed up in local results.
Location pagesLocal search
Digital PR
Links and mentions from relevant publications, which built the site’s authority and brought in visitors who were ready to book.
Media coverageBacklinksAuthority
Local SEO
Ongoing work on the Google Business Profile, which lifted visibility in the map results month after month.
Google Business ProfileMap results
Technical SEO
Site structure and crawlability improved, along with page titles, internal links and structured data.
CrawlabilityMetadataSchema
Design and CRO
Banners and landing pages redesigned with clearer calls to action, faster load times and better layouts on phones.
Landing pagesCalls to actionPage speed
Optimised for 
How we optimise for AI Search
Search is being answered, not just listed. The work that gets you into an AI answer overlaps with what always won the blue link, but only if it is done deliberately and measured differently.
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Structured data an answer engine can read
Schema on every page type, entities Google can resolve to your business rather than guess at, and internal links that make the relationships explicit.
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Pages that answer the question directly
An AI answer is assembled from sources that state the answer plainly. We write the direct answer first and the supporting detail under it, not the other way round.
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Cited by the answer, not buried under it
Being the source an answer quotes needs authority behind the claim: original detail, real specifics, and links from places that already have standing.
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Tracked where the traffic actually goes
Zero-click answers change what a good month looks like. We report on the queries you appear in and the enquiries that follow, not just positions.
Built for
AI answers
Schema · entities · direct answers
AI Overview
For a local service business, the pages that get cited most often are the ones that answer the question in the first sentence, carry clean schema, and have a page for each area served rather than one list of suburbs.
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Book your free SEO strategy call
Approved Electrix’s programme started with a conversation like this one. We look at your marketing performance together: what is bringing in enquiries, what is wasting money, and what we would change first.
- We go through your site and your rankings with you, not at you.
- You get our read on the one thing to change first.
- Yours to keep, whether you work with us or not.
Oliver Wales Head of Growth, DUNK Taking calls - Length
- 15 minutes
- Format
- Video or phone
- Cost
- Free
When Oliver is free
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9:30am to 4:30pmMelbourne, AEST
Book a free growth call today
A free call with a senior strategist. We will look at what you are running now, tell you what we would change, and you can take that away whether you work with us or not.
Oliver Wales Head of Growth, DUNK 
4.5 from 61 Google reviews
- A full review of your rankings and site performance
- An analysis of the gaps in your current approach
- The plan is yours either way
