Manager Analysis

November marked a substantial SEO achievement with 110 keywords securing the top 3 positions and 34 in the top 4-10. Critical terms like ‘supported independent living Gympie’ held the 1st position. Off-page optimisation strategies, particularly guest posting, drove referral traffic and enhanced site authority. Notably, ‘supported independent living Noosaville’ climbed from 7th to 2nd place. December’s focus involves optimising Supported Short Stay Accommodation (STA) pages, emphasising ‘transport support,’ ‘community access NDIS,’ and ‘social outing support’ with targeted location adjustments.

November demonstrated stability in our Google Ads performance. Despite achieving only 2 conversions, traffic remained robust with 243 clicks and a steady CPC of $4.42. Our strategic shift to test Maximise Conversions bidding aligns with Google’s AI to optimise within daily budgets. The upcoming emphasis is on Ad Group restructuring for enhanced ad relevance and increased Click-Through Rate (CTR). Expanding the keyword list, informed by new trends, is prioritised to elevate overall conversion performance. Keyword research remains integral to sustaining a competitive edge.

SEO Analysis

• 110 keywords ranking in top 3 (first page) results
• 34 keywords ranking in top 4-10 (first page) results
• Keyword ‘supported independent living Gympie’ is ranking in the 1st position (first page)
• Keyword ‘supported short stay accommodation Mountain Creek’ is ranking in the 1st position (first page).
• Keyword ‘ILO NDIS Sunshine Coast’ is ranking in the 1st position (first page)
• Keyword ‘supported independent living Noosaville’ is ranking in the 2nd position (first page), up from 7th position (first page) in the previous month.
• Keyword ‘NDIS SIL provider Noosa’ is ranking in the 2nd position (first page)
• Keyword ‘ILO NDIS Maroochydore’ is ranking in the 4th position (first page).
• In November, the SEO campaign focused on off-page optimisation strategies through guest posting opportunities to help drive referral traffic, build backlinks, and boost your site’s authority.
• Through December, the SEO campaign will prioritise the optimisation of the STA pages with the keywords ‘transport support’, ‘community access NDIS’, and ‘social outing support’. As well, target locations will be adjusted according to the new focus list.

Google Ads Analysis

• 1 Conversions
• 243 Clicks
• 8.36% CTR
• 0.41% Conversion Rate
• $4.42 Avg. CPC
• November was a slower month as we achieved only 2 conversions to the website. However, traffic is still good with 140 clicks and the CPC is stable month on month (MoM) at $4.42.
• As part of our regular optimisation strategy, we tested out new keyword bidding strategies from Manual CPC to Maximise Conversions, which uses Google’s AI to set bids to help get the most conversions for the campaign within the set daily budget. .
• Main opportunity is to restructure or properly segment keywords in tighter themed Ad Groups to help tailor the ads more and further increase CTR and ad relevance. Additionally, we will expand the keyword list to help uplift overall conversion performance. With that, we will be doing another Keyword research to check out keyword volumes and trends that can be added to our campaigns.

Manager Analysis

In October, the SEO campaign delivered promising results. A total of 62 keywords achieved top 3 (first page) rankings, while 44 keywords secured positions in the top 4-10 (first page) search results. Notably, key phrases such as ‘supported independent living Gympie,’ ‘supported short stay accommodation Mountain Creek,’ and ‘ILO NDIS Sunshine Coast’ held the coveted 1st position on the first page. Additionally, ‘NDIS SIL provider Noosa’ landed in the 4th position, ‘ILO NDIS Maroochydore’ in the 6th position, and ‘supported independent living Noosaville’ in the 7th position on the first page.

The focus in October was on optimising the on-page content for the keyword ‘respite Sunshine Coast,’ with the expectation of further improvements in the coming weeks. Looking ahead, the November strategy will shift towards off-page optimisation through guest posting opportunities, aimed at generating referral traffic and enhancing the website’s authority.

The Google Ads campaign exhibited a mixed performance in October. It received 334 clicks, resulting in a 10.16% click-through rate (CTR). Despite this, only one conversion was achieved, leading to a 0.30% conversion rate. The average cost per click (CPC) stood at $3.59. The ads were displayed 32.04% of the time for relevant searches but garnered only one lead through a Contact Form submission.

In response, negative keywords were updated to exclude low intent, irrelevant, and competitor search terms. Regarding the future, a decision on the continuation of the Google Ads campaign was contemplated as it was originally scheduled to pause on November 1st. If continued, the plan was to switch the bid strategy from Maximise Clicks to Maximise Conversions to enhance campaign performance.

October marked a period of small wins in the Facebook Ads campaign. The ads achieved 3 results in the form of Contact Form submissions and reached 9,518 unique users. They garnered 187 engagements, comprising 37 post reactions, 2 comments, 2 post saves, 1 share, and 144 link clicks to the landing page. Users also utilised the comments section for inquiries. As part of optimisation, minor adjustments were made to prevent ad fatigue, and the campaign status was shifted to an ongoing state instead of periodic revamps. For November, the focus aimed to optimise the audience and potentially broaden targeting to reach individuals with relevant search behaviour and intent, given the constraints of targeting NDIS service-related behaviour on the Meta platform.

SEO Analysis

• 62 keywords ranking in top 3 (first page) results
• 44 keywords ranking in top 4-10 (first page) results
• Keyword ‘supported independent living Gympie’ is ranking in the 1st position (first page)
• Keyword ‘supported short stay accommodation Mountain Creek’ is ranking in the 1st position (first page).
• Keyword ‘ILO NDIS Sunshine Coast’ is ranking in the 1st position (first page)
• Keyword ‘NDIS SIL provider Noosa’ is ranking in the 4th position (first page)
• Keyword ‘ILO NDIS Maroochydore’ is ranking in the 6th position (first page).
• Keyword ‘supported independent living Noosaville’ is ranking in the 7th position (first page).
• In October, on-page optimisation focused on the keyword ‘respite Sunshine Coast’. Its ranking can be expected to improve in the upcoming weeks.
• Through November, the SEO campaign will focus on off-page optimisation strategies using guest posting opportunities to create more referral traffic and improve its authority.

Facebook Ads Analysis

• 3 Results (Contact Form Submissions)
• 9,518 Reach
• 144 Link Clicks
• 0.51% Link CTR
• 187 Engagements
• October presented some small wins in the Facebook Ads performance as it started receiving results through contact form submissions again. Furthermore, the ads reached 9,518 unique users. With this, it gained positive Engagements through 37 post reactions, 2 comments, 2 post saves, 1 share, and 144 link clicks (i.e. redirects to the landing page). It is important to note that the comments section can also be used by users as an avenue for their enquiries.
• As part of our optimisation, we tweaked the ads slightly to avoid ad fatigue when the same user sees the same ad more than once. Furthermore, the campaign status was changed into ongoing rather than being paused for revamps every few months for any updates in focus or creatives.
• With that being said, the plan for November is to optimise the audience and potentially increase the targeting so more people with relevant search behaviour and intent can see the ads. This is because we cannot directly target people engaging in NDIS service related behaviour in the Meta platform.

Google Ads Analysis

• 1 Conversion
• 334 Clicks
• 10.16% CTR
• 0.30% Conversion Rate
• $3.59 Avg. CPC
• October has seen some ups and downs in the performance of the Google Ads campaign. The ads were shown 32.04% of the time whenever relevant searches were made. However, it was only able to get one lead through a Contact Form submission.
• As part of our regular optimisation, we added low intent, irrelevant, and competitor search terms in the negative keywords list.
• With that being said, the plan for November is to clarify whether we will continue with Google Ads campaign, which was scheduled for pausing on the 1st of November. If so, we will ramp up the campaign performance by changing the bid strategy from Maximise Clicks to Maximise Conversions.