1,100% organic uplift for a national safety consulting firm
A national safety consulting firm was invisible in organic search despite established expertise and a broad service range across five cities. A comprehensive SEO campaign built their presence from the ground up - driving 1,100% organic growth and placing 63 of 91 tracked keywords on page one.
BWC Safety is a specialist safety consulting firm operating across Melbourne, Sydney, Brisbane, Gold Coast, and Newcastle. Their services span the full workplace compliance landscape - WHS audits, OHS documentation, ISO 45001 upgrades, and complete safety management systems - for businesses that need to meet Australian safety standards.
The business had deep technical expertise and an established reputation with existing clients. But online, they were effectively invisible.
When we began, rankings were concentrated in a single region, which meant four of the five cities where BWC Safety actively worked were generating almost no organic traffic. Service pages didn't match how procurement managers and safety officers actually search - the queries that matter are specific, commercial, and tied to particular service types, compliance standards, and locations. Without a site structure built for multi-location targeting, growth across five cities wasn't possible.
We opened with a full technical audit and resolved the structural issues suppressing the site's ability to rank. Clean technical foundations first - before any content or authority work began.
The content strategy was built around the actual search behaviour of the target audience: specific, high-intent queries tied to service types, compliance standards, and individual cities. Service pages were rebuilt to match those searches, covering WHS audits, OHS documentation, and ISO 45001 services with the depth and clarity that both users and Google reward.
A dedicated landing page was built for each target city - Melbourne, Sydney, Brisbane, Gold Coast, and Newcastle. Each page was structured to give Google unambiguous regional signals while providing a genuine resource for local businesses searching for compliance support.
Google Business Profile visibility was strengthened across all five regions, and Google Business Profile visibility was improved to capture local intent searches alongside organic rankings.
Authority building focused on industry and trade publications alongside citations that reinforced BWC Safety's credentials as a specialist consulting firm - not a generalist provider.
Traffic has grown consistently since campaign start, and the growth pattern is exactly what properly executed SEO looks like - slow to build as authority accumulates, then increasingly hard to stop. All metrics are non-branded - businesses searching for safety consulting, WHS audits, and compliance services, not people who already knew BWC Safety existed.
Of 91 tracked non-branded keywords, 63 now rank on page one. 31 rank in the top three. Local visibility has lifted across all five regions, and keyword performance has improved consistently across every major service group.
"I would highly recommend them to any business who is looking to improve their online profile and reach more customers." Bernie Walker, Director, BWC Safety
BWC Safety now has a sustainable organic channel compounding month over month - with strong, consistent visibility across five cities and a growing pipeline of inbound enquiries from businesses that found them through search.
BWC has Google Business Profiles in Melbourne and Parramatta, and we track both on Google Maps every week, searching each core term from the centre of 20 surrounding suburbs.
In Melbourne the profile is in the top three in 76 of 80 checks on desktop and 79 of 80 on mobile. “Safety consultants” ranks first in 15 of 20 suburbs, including Melbourne, Parkville, Albert Park, Port Melbourne, Moonee Ponds and Kew, and “workplace safety consultants” is first in 10 on desktop and 14 on mobile.
In Parramatta, “safety consultants”, “WHS consultants” and “workplace safety consultants” are top three in all 20 suburbs. “Workplace safety consultants” ranks first in 12, including Parramatta, North Parramatta, Baulkham Hills, Carlingford and Fairfield.
Both profiles sit above map competitors with more reviews. They win on relevance and the strength of the profile itself, which is what local SEO builds. Map tracking began in June 2026, so these are current positions rather than a trend.
Google Ads carried BWC’s lead flow while the organic campaign built, and it is where the first big shift showed up.
Comparing November to February in 2022–23 with the same months in 2023–24, the budget rose only 12%, from $1,785 to $1,991 a month. Phone-number clicks went from 7.3 to 28 a month, nearly four times as many, and the cost of each call lead fell from $246 to $71. Counting every contact the ads produced, calls, email clicks and forms, the account went from 14 to 67.5 a month and the cost per contact from $127 to $29. Clicks doubled while the cost per click nearly halved, from $1.87 to $1.01.
Form submissions stayed steady at about five a month throughout. The growth came from people picking up the phone or clicking to email. The best single month was July 2024: 149 contacts at $16 each.
Ads were paused from December 2024 to October 2025, once organic search was carrying the load, and restarted in 2026 on a smaller budget to cover the gaps.
