How to Add Clicks Through Search Engine Optimization
When we started managing the website of a truck rental business in Australia, we knew SEO and we knew the company and its offerings, but we were no experts in the dynamics of the industry. Yet, through dedicated and consistent SEO, content generation and publication, we managed to grow traffic by over 60% year-on-year, earning the website an additional 6k clicks in a 3-month period. Best of all, this happened during a time when search volume was generally decreasing because of the rise of AI-driven search. Bucking the trend, the website’s traffic grew when others experienced traffic declines.
Let’s review some of our strategies that explain this growth.
Here’s How We Accomplished 60% Growth in Organic Traffic
Increasing the Number of Indexed Pages
When we started managing the website, our first priority was to rapidly increase the number of indexed pages.
What worked in our favour was the website’s history and domain authority. The business was well-established, and its website had more than 10 years of history on Google. However, having primarily accepted bookings by phone in the past, the website was not well-maintained, nor a growth engine.
Also, since our customer only has one product line (truck rentals), we had to come up with creative ways of publishing relevant content to its prospective customers.
To do so, our first focus was on the geographies and areas served by the business. We created and launched dedicated pages for almost every suburb, city and state the business was operating in, taking the number of indexed pages from below 100 to more than 800 in a matter of weeks.
This strategy worked well not just because of the sheer quantity of pages published but also because it aligned well with long-tail keyword searches.
To give an analogy, let’s say you are a plumber in Los Angeles. How many variations of “plumbing services in LA?” can you possibly come up with? The answer is a lot!
You can pair your service with every suburb that you are serving, i.e. “plumbing services in Santa Monica, Redondo Beach, Manhattan Beach, Sherman Oaks, Studio City, Encino, …”.
Once you’ve done that, you can specify what type of plumbing services, such a “emergency plumbing services” or “residential plumbing services”. In other words, you go wide (one page per suburb) and deep (specialized plumbing services).
💡 Read more about SEO for plumbers in our guide here.
By applying this strategy, you can rapidly grow the number of indexed page, as we did for the truck rental business. And with more indexed pages, we started to see clicks increasing!
Blogging, Done Right
Prior to us managing the website’s search engine optimization, the owners had put together a blog. But as is so often the case, after a few blog posts, the initiative fizzled out and this part of the website was no longer maintained.
Relying on in-depth keyword research using tools such as SEMrush, we quickly identified missed keyword opportunities and started publishing blog posts. We focused on both top-of-funnel keywords, publishing more informational content such as “What trucks can be driven on a standard car licence” as well as bottom-of-funnel, high-intent content such as “Moving house from Brisbane to Sydney”.
💡 Learn how to write blog posts that rank in our guide here.
We quickly build up a large content library that was closely related to the company’s core brand and offering.
Together with our first initiative, we further increased the number of pages to 1k+ indexed pages after less than 2 months of SEO work. Similarly, the number of keywords that the website was ranking on rapidly increased, doubling to over 4k keywords overall.
By focusing on long-tail keywords with our blog posts, we were also able to position newly-published blog posts directly on page one of Google’s search results. Top 10 keywords and SERPs increased by over 70% in just a matter of weeks.
Monitoring Results Daily
Everything we did was supported by consistent monitoring. This is essential, especially when website owners want to see quick results and publishing happens aggressively.
By monitoring clicks and impressions Google Search Console daily, we ensured pages were properly indexed and ready to be served by Google.
This also helped us gauge what content worked and didn’t work. For example, we saw some blog posts picking up traffic almost instantly. When this happened, we quickly expanded on this keyword area, giving the business more chances to pick up additional traffic.
AI Citations: An Unexpected Side Effect
All of our initiatives happened against the backdrop of the 2025 “Traffic Apocalypse“, caused by the rise of AI search. As our website continued to earn more clicks, many other websites experienced a sharp decline in clicks because of the rising share of zero-click searches.
Even better, our website started to rapidly generate clicks from channels it was previously not visible on, first and foremost, ChatGPT. When we started managing the website’s search engine optimization, we suspect that its content was too thin to be featured by AI models.
This rapidly changed as the months passed and our content made it into the knowledge base of the latest models. Whereas previously the website had no clicks whatsoever from LLMs, we saw monthly increases of 100% or more from LLMs.
Some claim (correctly, in our opinion) that SEO for LLMs is really just SEO. Without content you cannot expect to rank. This applies to Google as well as ChatGPT. The Internet and its search tools only know what has been published.
💡 Learn more about SEO for LLMs in our comprehensive guide.
By aggressively and consistently publishing “on-brand” content, we increased our brand’s share of model, featuring more prominently in AI searches and earning citations which ultimately led to clicks.
Conclusion: Why SEO Is Essential to Service-Based Business
Based on everything we learned from managing this business’ SEO campaigns, we are 100% convinced that SEO is essential to service-based businesses. With proper SEO and focused efforts on the right keywords, topics and audiences, businesses can rapidly grow their clicks, conversions and ultimately revenue. This is no easy effort, however. Publishing 100 or even 1000s of pages in a short-time frame requires a good understanding of SEO, content and how the web works.
If you would like to have a chat with us about your SEO strategy, contact us today and we will share more detailed tips and tricks to earn your website more clicks!