Keyword Research & Technical SEO Audit
Where actual search demand and site readiness were pulled apart, compared, and mapped back together.
Headline Finding
Assess the site's on-page and technical health against real customer search behaviour across Sydney and surrounding suburbs, and identify the highest-impact opportunities for organic visibility — not just a list of crawl errors, but a prioritized read on what actually moves the needle for this business.
Two tracks ran in parallel, then were cross-referenced against each other.
Segmenting the flat keyword list is what turned it into a strategy. The suburb layer wasn't obvious until it was counted against the service categories directly.
The 29 suburb terms map to real, distinct suburbs around the business's service area — none of which currently have a dedicated landing page:
Pulled from a full Screaming Frog crawl, prioritized by ranking impact rather than sorted by tool defaults.
| Priority | Issue | Impact | Fix |
|---|---|---|---|
| High | H1 missing — 86.7% of pages (13 of 15) | Core on-page ranking signal absent from nearly every service page | Add a unique, keyword-relevant H1 to every indexable page |
| High | Meta description missing — 100% of pages | Hurts click-through from search results across every targeted keyword | Write unique meta descriptions, prioritizing service pages first |
| Medium | No suburb-specific landing pages | Largest keyword segment (29 terms) has no page to rank | Build pages for the top 8–10 suburbs by service-area priority |
| Medium | Low content pages — under 200 words (8 of 15) | Thin content weakens topical relevance for competitive terms | Expand with FAQs, process detail, and service-area specifics |
| Low | Security headers missing (X-Frame-Options, CSP, HSTS, Referrer-Policy) — ~99% of URLs | Not a direct ranking factor, but a trust and security gap | Single server-config change resolves all four at once |
| Low | Image alt text missing (100%) · size attributes missing (55%) | Accessibility gap and a contributor to layout shift (CLS) | Add descriptive alt text; set width/height on all images |
Order matters here — each step is scoped to build on the last rather than compete for the same sprint.
Add H1s and meta descriptions sitewide. Cheapest fix, touches every page, and every subsequent step depends on it.
Start with the top 8–10 suburbs by proximity to Waterloo and search volume. This is the single largest untapped keyword segment.
Bring the 8 sub-200-word pages up with genuine detail — process, pricing signals, FAQs — not filler.
One server-config change clears four separate issues across ~79 URLs. Low SEO weight, high efficiency.
Alt text and size attributes sitewide — supports accessibility and Core Web Vitals (CLS).
A crawl only reports what already exists. The suburb gap only became visible once keyword demand was mapped against the site directly — technical data and search data had to be read together, not separately.