Jim’s Group SEO Case Study

Part of a household name in Australia and New Zealand, the Jim's Group encompasses multiple service brands including Jim's Trees, Jim's Skips, Jim's Test and Tag, and Jim's Mowing. With hundreds of franchisees across the region, the franchise model brings both unique challenges and opportunities.

When the team leaders from various Jim's brands approached us, we recognised the potential to make a significant difference across their digital presence.

Over the years, we've built successful partnerships across multiple Jim's brands, becoming trusted digital marketing advisors throughout the Jim's Group ecosystem. Our work spans various service divisions with different market challenges, yet our strategic approach has delivered consistent results across all brands.

We currently work with:

• Jim's Trees Australia and NZ
• Jim's Skips
• Jim's Test and Tag
• Jim's Mowing

Each brand has experienced significant improvements in digital performance under our guidance, with our strategies tailored to their specific service offerings and target audiences. Our understanding of the franchise business model has been important in navigating the unique challenges of the Jim's Group structure while maximising opportunities for growth.

Jim's Trees has more than 50 franchises around Australia. When National Franchisor, Niko Kurta came to us, the brand had a long history of SEO but had seen organic results suffer due to poor practices from previous agencies.

When we began the Jim's Trees campaign in 2019, it was in a troubling state:

• Organic traffic down more than half from previous years
• Increased spending on Google Ads and Facebook to maintain lead levels required by franchisees
• Over 50 Google My Business listings in various states of suspension

Our directive was clear: fix all issues preventing Jim's Trees from achieving its rightful ranking positions and reduce reliance on paid advertising channels.

Fixing this wasn't an overnight process—it was truly a "slow and steady wins the ranks" battle.

To restore previous rankings and traffic, we methodically addressed all issues and established a foundation for future growth:

• Dedicated significant time to resolving GMB issues and reinstating all previous listings
• Modernised On-Page SEO to meet current standards
• Removed low-performing pages through deletion, combination, and redirection
• Fixed navigation and page hierarchy issues
• Invested in a comprehensive content plan that included:
  • Rewriting a significant number of existing pages
  • Implementing ongoing blog and news-style content

The strategy succeeded due to close client relationships, experienced copywriters, and our internal development and design resources, which we leveraged heavily throughout the initial stages.

The Jim's Trees campaign has been remarkably successful:

• Current traffic exceeds 10x what it was prior to our partnership
• Reduced PPC spend to $0 due to significant increases in organic lead numbers and reaching capacity
• Implemented sustainable strategies ensuring long-term results

Using the lessons and methodologies from our Jim's Trees success, we've implemented similar strategies across other Jim's brands, tailoring our approach to each brand's specific needs:

• Comprehensive digital strategy overhauls
• Franchise-specific local SEO implementations
• Content development aligned with each service area
• Technical SEO improvements across all brand websites

Through consistent application of proven techniques and close collaboration with each brand's leadership, we've delivered measurable improvements in organic visibility, lead generation, and reduced dependency on paid advertising across the entire Jim's Group portfolio.