How Fantastic Framing Turned Local Search Into A Growth Channel

Challenges

Despite a strong service offering, Fantastic Framing faced technical and structural hurdles that limited its search visibility and growth potential:

• Technical Debt & Duplication: Irrelevant pages and parameter URLs  were indexed by search engines, creating duplicate content issues.
• Unoptimized Architecture & Links: Key landing pages featured weak title tags and H1s, while broken links and poor site navigation hampered both user experience and crawl efficiency.
• Inconsistent URL & Local SEO Signals: Misaligned Google Business Profile (GBP) map links on local landing pages and inconsistent URL structures diluted regional authority.
• Keyword Reach Limitations: High-value target terms needed structured funnel alignment to capture buyers at different stages of intent.

Our Approach

To elevate Fantastic Framing’s digital presence, a multi-phased 6-month roadmap was designed around three key pillars of SEO, Technical Health, High-Authority Links, and Strategic Content. The resource investment was allocated dynamically to maximize performance across all key growth drivers:

• Technical & Strategy (44%): Technical audit fixes, post-migration monitoring, schema markups, and reporting.
• Link Acquisition (29%): High-quality, dofollow backlink placement on high-authority domains to build site relevance.
• Content & Keyword Strategy (27%): Comprehensive keyword research, mapping, and landing page content creation.

Strategy & Execution

1. Technical Health & Local SEO Optimization

• Indexing & Navigation Clean-Up: Parameter URLs were handled, sitemaps regenerated, and sitewide header/footer links cleaned up. Canonical controls (rel=”prev” and rel=”next”) were configured to resolve duplication.
• URL & Metadata Overhaul: Standardized URL structures (replacing underscores with dashes) and re-optimized title tags and H1 headers on core service pages.
• Local SEO Alignment: Corrected map link integrations on location pages to point to official Google Business Profiles (GBP), implemented Local Business Schema markup, and updated profile details for optimal local ranking factors.

2. Funnel-Driven Keyword & Content Strategy

• Keywords were organized into a strategic acquisition funnel to address every stage of the customer journey:
• Indirect Acquisition & Awareness: Targeted broad terms such as picture framing and photo framing.
• Direct Acquisition: Captured localized commercial intent using terms like picture framing sydney and photo framing sydney.
• Transactional Intent: Targeted immediate conversion terms like same day framing and buy framing supplies.

3. Authority Link Acquisition

A dedicated link-building strategy focused on securing contextual, dofollow links on relevant, high-DR domains. Key placements (such as links on DR 61 domains targeting anchor terms like “print and frame photos”) systematically built domain authority and boosted landing page rankings for target categories like canvas stretching, jersey frames, and custom picture framing.

Outcomes

By executing a holistic strategy across technical fixes, content restructuring, and high-authority link building, Fantastic Framing achieved significant organic growth, expanding its keyword reach and holding prime rankings for high-intent search terms. 

Top primary ranking positions achieved included:

• Cheap framing sydney from position 2 to position 1
• Large picture frames perth from position 4 to position 1
• Jersey frames from position 48 to position 2
• Canvas frames from position 12 to position 2
• Canvas frames cheap from position 34 to position 3

Key Results

• Increased total indexed keywords by 33.8% over 12 months (reaching 2,700+ terms).
• Increased overall search indexation by 26.2% over 6 months.
• Increased Page 1 ranking keywords by 10.9% (growing from 956 to 1,061 keywords).
• Increased Top 3 keyword ranking positions to 502 positions (up from 354).
• Increased non-branded organic traffic clicks by 19.4% period-over-period.
• Increased engaged user sessions by 9.2% with a 27.8% increase in engagement rate.
• Increased average session duration/engagement time by 32.4%.
• Increased total referring domains from 248 to 280 through high-authority link building.