Tripling Paid Search Reach And Expanding Keyword Footprint For A’besco
A’besco is a family run blinds and awnings retailer in Caringbah, Sydney, supplying premium window coverings, shutters and architectural hardware across the Sutherland Shire. Up against established competitors with far larger organic and paid search footprints, A’besco engaged our Gurus to lift its visibility through combined SEO and Google Ads, targeting generic search terms and…
211%
Increase in total paid traffic users
75%
Increase in total ranking keywords
90%
Increase in average Domain Rating
Challenges
A’besco came to our Gurus needing to build visibility from a modest starting position in a crowded, competitive vertical. Specific hurdles included:
- Established competitor dominance: Category leaders such as Wynstan, Empire and Rouna Blinds held significantly greater domain authority and organic keyword footprints, making non-branded visibility difficult to win.
- Limited non-branded search presence: Only 119 keywords ranked on page one of search results at the outset, with the bulk of existing traffic driven by branded queries rather than new customer searches.
- Incomplete technical foundations: Pages were missing meta descriptions, the Google Business Profile listing was incomplete, and there was no HTML sitemap in the site footer to support crawlability.
- Underdeveloped authority: A starting Domain Rating of 15 sat well below competitor benchmarks, limiting the site’s ability to compete for priority commercial terms.
Our Approach
Our Gurus built a foundation across technical SEO, content and link building, then layered targeted Google Ads activity on top to capture both organic and paid demand for A’besco’s category.
Further activity included:
- Conducted a full technical audit, resolving unoptimised metadata, rebuilding the HTML sitemap and optimising the Google Business Profile listing.
- Implemented an evidence-driven three-pillar SEO strategy spanning technical health, content and link building.
- Devised a three-stage content programme addressing informational, navigational and transactional search intent across the blinds and awnings range.
- Executed a targeted link acquisition programme, prioritising referring domains with a Domain Rating of 20 and above.
- Refined Google Ads performance across PMax, DSA and Generic Search campaigns, including a dedicated Architectural Hardware ecommerce campaign.
Strategy & Execution
Technical SEO Foundations
Metadata optimisation, Google Business Profile completion and a rebuilt HTML sitemap addressed the crawlability and indexation gaps that had been limiting A’besco’s visibility for non-branded search terms.
Content and Topical Authority
A three-stage content programme moved from informational blog content through to navigational category guides and transactional product page optimisation, incorporating FAQ content mapped to real “People Also Ask” search queries.
Authority and Link Building
A monthly link acquisition programme targeted referring domains with a Domain Rating of 20 and above, lifting A’besco’s own authority from a starting Domain Rating of 15.
Paid Search Activity
Google Ads activity spanned PMax, DSA and Generic Search campaigns, anchored by a dedicated Architectural Hardware ecommerce campaign alongside ongoing lead-form, call-quality and bid-strategy refinements.
Outcomes
Key SEO Results:
- Increased referring domains by 106% (from 124 to 256)
- Increased non-branded organic impressions by 64% (from 58,929 to 96,800)
- Increased organic users by 34% (from 716 to 959)
- Increased organic conversions by 31% (from 150 to 196)
Key Rankings Achieved:
- “luxaflex venetian blinds” climbed from position 24 to position 8 (+16 positions)
- “external venetian blinds” climbed from position 44 to position 26 (+18 positions)
- “luxaflex roman blinds” climbed from position 18 to position 8 (+10 positions)
- “pergola retractable roof” climbed from position 29 to position 17 (+12 positions)
Key PPC Results:
- Increased total paid traffic sessions by 70% (from 2,561 to 4,355)
- Overall PPC Performance:
- 3.65K Clicks
- 211K Impressions
- 150.26 Conversions
Key Results
- 75% increase in total ranking keywords (162 to 283)
- 90% increase in average Domain Rating (10 to 19)
- 211% increase in total paid traffic users (690 to 2,144)
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