SEO options for Aus Advantage

A summary of what we found, what the issues are, and three options to address them.

An analogy to describe the current state: the website is currently behind a firewall. People who know the address can get in, but nobody else can find it. The SEO work outlined below will open it up to the traffic that is already looking for you.

Prepared for
Sean Kearney
Date
9 April 2026
Valid for
30 days

Current state

The site has had 645 organic search sessions in the past 12 months and produced one enquiry. There are technical issues preventing Google from properly showing the site to people searching for IT support and managed services in Collingwood and surrounds.

1Enquiry in 12 monthsThe website is not generating leads.
54Organic visits/monthAlmost all branded searches, not new prospects.
17Indexable pagesCompetitors have 50 to 150+. More pages means more ways to be found.
6/100Site authorityCompetitors score 15 to 30. Google ranks higher authority sites first.
6,294Wasted impressionsYour site appeared in Google but linked to broken pages.
0Search descriptionsSEO titles and descriptions have not been completed on the website.
5.0★Google rating21 reviews. Strong advantage for local search visibility.
95PageSpeed scoreSite speed is fine. The issues are structure, optimisation, content and visibility.

What happened to the site's search traffic

When the site was rebuilt in mid 2025, search traffic dropped and has not recovered. The rebuild potentially introduced the technical issues listed below.

Monthly organic sessions (Google Analytics) Before rebuild After rebuild
100 60 30 0 Apr 24 Jul 24 Oct 24 Jan 25 Apr 25 Jul 25 Oct 25 Jan 26 Apr 26 Site rebuild

Why the site is not converting

A quick review of your analytics found the following issues and opportunities.

CriticalSeveral pages are broken and returning errors
Pages for managed IT services and cyber insurance return errors when visited. Google is still showing them in search results, so people click through and hit a dead end. 216 visitors per year are landing on broken pages, and 6,294 times your site appeared in Google results for relevant searches, it was showing a broken link.
Fixing these could recover 30+ visits per month from people searching for your services
CriticalGoogle does not have the information it needs to show your site properly
When your site appears in Google results, the short description underneath the link is auto generated because none of your pages have one written. These auto generated descriptions do not mention Collingwood, Melbourne, your 90 day guarantee, or onshore support. There are also structural issues in how the pages are built that make it harder for Google to understand what each page is about.
Expected improvement in click through from search results: 20 to 40%
CriticalTwo versions of the site exist and are competing with each other
Google sees ausadvantage.com.au and www.ausadvantage.com.au as two separate sites. The www version appeared 3,514 times in search results with almost no clicks because Google is not sure which one to show. The site's credibility is being split across both.
Merging these into one could recover 20 to 40% of lost search appearances
WarningThe site rebuild did not carry over old page addresses
When the site was rebuilt, pages moved to new addresses but the old ones were not redirected. Google still has the old addresses in its index, all of which now return errors. Any search credibility those pages had built up over time has been lost. 10+ pages are affected.
Redirecting these recovers lost credibility
WarningService pages do not have enough detail to rank well
Your service pages have around 800 words each. Other MSPs ranking for the same searches have pages with 1,500 to 2,500 words that include FAQs, case examples, and more detail about what the service involves and who it is for. Google favours the more comprehensive pages.
5 service pages would benefit from more content
OpportunityThe site has no pages for the locations or industries you target
When a construction company in Collingwood searches "IT support Collingwood" or a professional services firm searches "managed IT services Melbourne", your site does not appear because no page exists for those terms. Your competitors have pages like these. This is the main reason the site is not generating enquiries from your target market.
New pages targeting these searches would put you in front of the businesses you want to work with
OpportunityYour cyber insurance article has significant untapped search traffic
Your article on cyber insurance appeared in Google search results 2,280 times in the past 12 months, but too far down the page for anyone to click. The old version of the page also returns an error. Fixing the broken link and improving the article could bring in 50+ visits per month from business owners researching cyber insurance, which is a strong indicator they need an MSP.
Highest return opportunity from a single piece of existing content
OpportunityYour 5 star Google rating could be doing more for you
21 reviews at 5.0 stars is strong. Getting to 50+ reviews significantly improves how often you appear in Google Maps results when people search for IT services nearby. Your Google Business Profile could also be configured with more specific service categories and suburb level service areas to improve local visibility.
More visibility in Google Maps when people search locally

What your target customers are searching for

These are real search terms from Google, grouped by the type of customer searching. Your site currently does not appear for most of these because no relevant page exists.

What they search Who they are Your current position
IT support Collingwood Local business needing IT help #1 (but no dedicated page)
IT support Melbourne Business searching across Melbourne Not ranking (no page)
Managed IT services Melbourne Business comparing MSPs Page returns error (404)
Cybersecurity services Melbourne Business concerned about security Position ~73 (page 7+)
MSP for construction companies Construction firm needing IT partner Not ranking (no page)
IT support for professional services Consulting or accounting firm Not ranking (no page)
Cyber insurance requirements Australia Business owner checking compliance Position ~37 (page broken)
Comprehensive cybersecurity services Business researching cyber protection Position ~20 (close to page 1)

Source: Google Search Console (12 months) and SEMRush. Position data based on average ranking across the period.

Options

Monthly retainer. We recommend at least six months because SEO takes time to build momentum. We work in 90 day sprints, critically reviewed and optimised every 30 days. A higher volume of work is completed in the first 90 days to generate results faster. All prices exclude GST.

Foundation
Fix the technical issues so Google can properly find and display your site.
$2,000/month
Fix all broken pages and redirects
Merge the two site versions into one
Write proper search descriptions for every page
Fix page structure issues
Set up enquiry tracking so you can measure results
Google Business Profile improvements
Improve existing page content
Monthly report
Recommended
Growth
Foundation plus new content to get found by the businesses you want to work with.
$2,500/month
Everything in Foundation
New pages targeting Collingwood and Melbourne searches
New pages targeting construction, professional services, and other industries as required
Expand service pages with more detail, FAQs, and case examples
1 blog post per month on topics your prospects search for
Google review strategy and templates
Case study and testimonial pages to back up your claims
Quarterly strategy call
Accelerate
Growth plus more content, faster. For when you want to move quickly.
$4,000/month
Everything in Growth
4 blog posts per month
More location and industry pages, built faster
Link building to increase site authority
Google Business Profile weekly updates
Ongoing improvements to how the site converts visitors into enquiries
Case studies, testimonials, and proof content
Monthly strategy call

A note on Google Ads. This proposal focuses on organic search. Broad MSP keywords are expensive ($100+ per click) and that is unlikely to change. However, targeted Google Ads campaigns for specific locations or industries may be worth testing once the site has stronger landing pages to send traffic to.

What new pages would look like

Each new page is built to match a specific search and speak directly to that audience. Below are two examples of the types of pages we would create.

Location page example
IT Support Collingwood
Headline targeting "IT support Collingwood"
Who you are, where you are, and why locality matters
Services relevant to Collingwood businesses
Your differentiators: onshore support, 90 day guarantee, response times
Google reviews and testimonials from local clients
FAQs specific to local businesses
Clear contact form and phone number
Industry page example
IT for Construction Companies
Headline targeting IT services for construction
Specific IT challenges construction companies face
How your services address those challenges
Compliance requirements relevant to the industry
Case study or example from your existing construction clients
Industry specific FAQs
Clear contact form and phone number

Projected timeline

Success is measured by enquiries and cost per lead, not rankings or traffic numbers.

Months 1 to 3
Fix the foundation

Technical issues resolved. Broken pages fixed, site versions merged, search descriptions written. Google begins re evaluating the site. Search appearances should increase as pages get properly recognised.

Months 3 to 6
Start appearing for relevant searches

New location and industry pages begin showing up in search results. When someone in Collingwood or Melbourne searches for IT support or managed services, you start appearing. A 50 to 100% increase in organic traffic from current levels is realistic.

Months 6 to 12
Consistent inbound enquiries

Target: 150 to 300+ organic visits per month (currently 54). With enquiry tracking in place, you will be able to compare the cost per lead from the website against what you currently pay for outbound. Inbound leads from search typically close at higher rates because the prospect has already researched their options and chosen to reach out.

Next steps

Let us know which option works and we can get started.

Get in touch