SEO framework
A strategy combining content, technical SEO, UX and backlink outreach, built as a foundation for long-term visibility rather than a quarter of movement.
ContentTechnicalUXOutreach
SEO case study · Pest control
How Pestline grew organic traffic by 641%
A dated site with almost no keyword rankings, rebuilt and grown into 4,869 ranked keywords across Melbourne’s south-eastern suburbs.
641%
Organic traffic growth
18K
New ranked keywords
“From the very beginning, DUNK were professional, proactive, and invested in helping our business succeed. They took the time to understand our SEO goals and delivered a strategy that not only made sense but actually worked. The communication has been seamless and the results have been measurable. It’s rare to find an SEO agency that combines creative thinking with sharp execution.”
The challenge
When Pestline came to us the site had low search visibility, almost no keyword rankings, a dated design that held back engagement, and a weak backlink profile behind all of it. Nobody browses for a pest controller — they search once, at the point they need one, and call whoever they find first. Being invisible at that moment is the whole problem, and it needed a rebuild rather than a tune-up.
Our approach
We ran content, technical SEO, UX and link outreach together rather than one at a time. Site structure, crawlability and mobile responsiveness came first, so that everything published after it would actually register. Blog content then targeted pest-related searches with real volume alongside optimised service pages for Melbourne, which is what earns the long tail.
Banners and landing pages were rebuilt with clearer calls to action and faster load, so the rankings landed somewhere a visitor could act. Alongside that, a targeted outreach campaign brought in the quality referring domains that took the domain rating up and the rankings with it.
The results
Organic traffic grew 641%. Domain rating rose ten points, 18,000 new keywords entered the rankings, and the site sits at 4,869 ranked keywords at the time of writing — a lot of small, specific searches, each one someone with a pest problem today.
The delivery
Six workstreams, running together
None of these six move the needle alone. Content with no technical foundation does not get crawled, a fast site with no authority does not outrank anyone, and rankings that land on a page nobody converts on are just traffic. So they ran as one programme.
Topical authority
Blog content targeting pest-related searches with real volume, alongside optimised service pages for Melbourne. That is what earns the long-tail.
Blog contentService pagesLong-tail
Technical SEO
Site structure, crawlability and mobile responsiveness, plus metadata, internal linking and schema, which is the work that lets everything else register.
CrawlabilityMetadataSchema
UX improvements
Navigation and on-page layouts streamlined so the content is actually readable, and so a visitor can act on it on any device.
NavigationOn-page layoutMobile
Landing pages and CRO
Banners and landing pages rebuilt with clearer calls to action, alongside speed and responsiveness work. Engagement and conversions both moved.
Landing pagesCalls to actionPage speed
Backlinks
A targeted campaign for authority through quality referring domains, which is what took the domain rating up and the rankings with it.
Referring domainsDomain ratingOutreach
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.
yoursite.com.au industry-body.org.au +4 more
Book your free SEO strategy call
Pestline’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
SunMonTueWedThuFriSat
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
