Jim's Mowing

Jim's Mowing is one of Australia's most recognisable home services brands, synonymous with lawn mowing, gardening, and home maintenance. With a vast network of franchise locations across every Australian state and territory, the brand needed to evolve its digital presence to maintain market leadership in an increasingly competitive search landscape.

The challenge was clear: modernise the website infrastructure, strengthen local SEO performance across hundreds of franchise locations, and expand non-branded search visibility to capture new customers who weren't yet familiar with the Jim's brand.

We developed a comprehensive SEO program structured around four interconnected pillars:

• Technical SEO: Complete website migration to a modern platform with improved Core Web Vitals, mobile performance, and site stability.
• Local SEO: Comprehensive Google Business Profile optimisation and management across all franchise regions, with scalable location landing page architecture.
• Content Strategy: Development of high-quality service pages, state and city location pages, and an ongoing blog content calendar targeting seasonal demand.
• Strategic Expansion: Authority growth through internal linking improvements, metadata optimisation, and trust signal enhancements including schema markup.

The campaign delivered exceptional growth across all key performance indicators, establishing Jim's Mowing as a dominant force in organic search.

Monthly organic clicks surpassed 50,000 - the highest since the website migration. Overall traffic grew by 47%, with monthly impressions reaching 3.2 million. Click-through rates improved by 78%, and average ranking positions climbed 9 places across tracked keywords.

The campaign secured top positions for the most valuable commercial keywords across all Australian capital cities:

• "Lawn mowing" now ranks in the Top 5 across Melbourne, Brisbane, Sydney, Perth, Adelaide, Hobart, Canberra, and Darwin
• "Mowing" holds consistent Top 5 rankings across all capital cities
• "Gardening services" has strong visibility nationally, with continued growth across regional hubs
• "Rubbish removal" is now tracking inside the Top 10 nationally

Newly developed cost calculator pages achieved #1 rankings across multiple capitals, demonstrating the power of utility-focused content in driving both rankings and user engagement.

As search evolves beyond traditional results pages, Jim's Mowing has positioned itself at the forefront of AI-powered discovery. The brand now appears prominently across all major AI search platforms, including Google's AI Overviews, ChatGPT, Perplexity, and Gemini.

This visibility matters. When users ask AI assistants questions like "How much does lawn mowing cost?" or "What's the best way to maintain my garden?", Jim's Mowing content is being surfaced and cited as a trusted source. This positions the brand not just for today's search behaviour, but for the fundamental shift in how Australians will discover and choose service providers in the years ahead.

By investing in authoritative, well-structured content and strong entity signals, Jim's Mowing has built a foundation that performs across both traditional and emerging search experiences.

• Website Migration: Successfully migrated to a modern platform while maintaining core commercial rankings across all capitals throughout the transition.
• Location Pages: Rolled out comprehensive state and city pages covering all major metropolitan and regional centres across Australia.
• Service Pages: Optimised core service pages across the full range of offerings including mowing, gardening, rubbish removal, gutter cleaning, and landscaping.
• Local SEO: Ongoing Google Business Profile management and verification across hundreds of franchise locations to enhance local visibility and trust signals.

This campaign demonstrates how a strategic, multi-pillar SEO approach can drive exceptional growth for established franchise brands. By combining technical excellence with comprehensive content development and local SEO execution, Jim's Mowing has strengthened its position as Australia's leading lawn care and gardening services provider.

The results speak for themselves: 47% traffic growth, 50,000+ monthly organic clicks, dominant rankings across all capital cities, and leading visibility across emerging AI search platforms. 

Jim's Mowing is not just keeping pace with the evolving digital landscape; it's setting the standard for the industry.