How we took Music Specialists from 115 to 1,500+ page-one keywords in 6 months.
Music Specialists is an online music store in Maitland, NSW that ships guitars, amps, pedals and keyboards across Australia. We fixed what was broken under the hood, then rebuilt hundreds of product and category pages. Lots of them reached page one. Some hit position #1. Here's exactly what we did.
- 01music shop maitlandLocal searchpage one
- 02music store near meLocal searchpage one
- 03tokai guitars australiaBrandpage one
- 04electric guitarInstrumentpage one
- 05bass guitarInstrumentpage one
- 06ukuleleInstrumentpage one
Traffic, keyword and country figures from Ahrefs Site Explorer, early 2022.
Great store, but Google couldn't read it.
A store with thousands of products, 20,000 URLs and a site that half of Google's crawl couldn't get through. Fifteen thousand errors meant most of those pages never had a real shot at ranking. Only 115 keywords were on page one.
- 10,166 of 20,027 URLs had errors. More than half the store
- 703,004 links Google never crawled, versus 311,144 it did
- Product and category pages with no keyword targeting and thin internal links
- Errors15,129
- Warnings41,480
- Total issues68,453
- Page-one keywords115
the store, before anyone touched it
Here's exactly what we did.
Three steps, in order. Fix what's broken first. Then build the pages that earn the rankings.
Technical SEO
We crawled the whole store in Ahrefs and worked through the errors holding it back: broken links, redirect chains, duplicate pages, crawl blocks. The things nobody sees that decide whether Google can read a page.
Product and category pages
Hundreds of pages, one at a time. The right keyword for each guitar, amp and pedal. Accurate product details, proper images, and internal links tying related products and categories together.
Business information
Cleaned up the store's name, address and phone across online listings so Google and customers see the same details everywhere. That's what wins the "near me" searches.
Health Score 49 to 100. In 20 days.
Two Ahrefs crawls, three weeks apart. "Fair" on 26 November. "Excellent" on 16 December.
- Errors cut from 15,129 to 429. A 97% drop
- 31,846 of 31,999 crawled URLs with no errors
- Total issues down from 68,453 to 17,660
3,059 visitors a month. Almost all Australian.
A music store only needs customers in the country it ships to. Google sent exactly that: Australian searchers looking for guitars and gear.
- 3,500 keywords ranking in Australia, out of 7,200 overall
- 92.5% of organic traffic from Australian searchers
- Page one for music shop maitland, tokai guitars australia and legacy electric guitar
Honestly I didn't think a music shop in Maitland could show up for much outside our own name. A few months in and we're turning up for guitar and gear searches from customers we'd never have reached otherwise. Didn't have to lift a finger, they just got on with it.
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