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- Frasers Property Australia is a major Australian residential developer. The engagement covers the Australian site.
- Organic traffic had been flat or falling for a year before the programme began, bottoming at 14,650 sessions in December 2024.
- Traffic reached 25,102 monthly sessions by July 2026, a rise of 71%, and still sits 43% above the starting point today.
- Monthly organic traffic value rose from $7,937 to a peak of $19,742, and currently sits at $14,645.
- The programme is built around a national SEO framework rather than campaign by campaign work, which is why the gains have held.
About the client
Frasers Property Australia develops and sells residential communities across Australia. Its buyers are searching for somewhere to live, which makes the search behaviour intensely local. Someone looking at a development in one suburb is not a prospect for one three states away, and a national site has to serve both without diluting either.
[CLIENT FACTS]
Industry || Residential property development
Market || Australia
Engagement || SEO retainer, from Dec 2024
[CLIENT FACTS]
Challenge
The site was not in trouble. It was stagnant, which is harder to fix. Through 2024 organic traffic drifted from 19,381 sessions in April down to 14,650 by December, with no single cause to point at and no obvious page to blame.
That pattern usually means the site is competing on general property terms while losing the specific local ones. A national developer has dozens of communities, each with its own suburb, its own competitor set and its own buyer. Treating those as one audience leaves every one of them underserved.
[SOLUTION]
Solution
01 || Start from the buyer, not the keyword. || We built out the buyer personas first, then mapped search demand to each one, so the keyword list reflected how people actually look for a home rather than how the industry describes property.
02 || Treat every community as its own local search market. || Keyword research and content were built suburb by suburb, with local intent and local competitors scored separately rather than rolled into a national average.
03 || Run it as a national programme, not a campaign. || The work was structured as an ongoing framework covering page optimisation, local content and technical maintenance, so improvements compound across the site instead of expiring with each push.
[SOLUTION]
Results
Organic traffic rose from 14,650 monthly sessions in December 2024 to 25,102 by July 2026, a gain of 71% against a site that had been declining for the previous year. Measured against the three month pre-engagement average of 16,169, the gain was 55%.
Monthly organic traffic value rose from $7,937 to a peak of $19,742 in equivalent paid search spend, a gain of 149%. Value grew more than twice as fast as volume, which means the traffic moved toward the commercial queries that put a buyer in front of a display suite.
The number that matters most is the one measured today. Nearly two years in, organic traffic still sits 43% above where it started and traffic value 84% above. This is not a spike that reverted.
Looking ahead
The programme continues. Current focus is deepening coverage at community level and extending the same local logic into AI search, where a buyer asking an assistant about a suburb should find Frasers named in the answer.
Figures are Ahrefs estimated organic traffic and traffic value for frasersproperty.com.au including subdomains, measured October 2026.
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