Horticultural & Landscape Supplies (HALS) is a Hobart-based supplier of bulk horticultural and landscape products, servicing both trade and residential customers across southern Tasmania.
While the website functioned well for product information and general awareness, holistically the site was not optimised for search.
High-intent keywords such as 'landscape supplies Hobart' and 'mulch Hobart' were either ranking in the depths of search engines, or not ranking at all.
The HALS team reached out to Wakeford Digital for an SEO Hobart campaign that was focused on improving search visibility, strengthening keyword coverage, and driving more qualified organic traffic through the website.
Horticultural & Landscape Supplies (HALS) is a Hobart-based supplier of soils, mulches, sands, gravels, composts, and bulk landscape materials. Serving landscapers, builders, councils, and homeowners, HALS plays a key role in Tasmania’s landscaping and horticultural industry. The business has a strong reputation locally, supported by a wide product range and industry knowledge built over many years.
Before the SEO campaign, HALS faced several issues which limited online performance:
While the business itself was well established, the website was not helping new customers discover HALS through search.
The SEO campaign was rolled out in clear stages, starting with the basics and building from there.
The first step in the SEO campaign involved reviewing how people were searching for landscape and horticultural supplies in Hobart, Tasmania. This helped identify which terms were already performing and where the biggest gaps existed.
Primary keywords such as 'landscape supplies Hobart', 'mulch Hobart', and 'bulk landscape supplies Hobart' were identified based on search volume and relevance to HALS products.
Competitor activity was also reviewed to understand how other suppliers were positioning themselves in search results and where HALS could gain ground.
Alongside this research, the website was reviewed page by page to assess structure, headings, and existing metadata. This stage set a clear direction for the optimisation work that followed and highlighted where the site needed immediate improvement.
With priority keywords identified, the focus shifted to improving the website’s on-page setup.
The homepage and key service pages were reworked to follow a clear heading structure, with proper use of heading levels across each page. Meta titles and descriptions were rewritten across the site to improve consistency and better reflect how customers search for landscape supplies in Hobart.
Core product pages covering mulch, sands, gravels, and bulk supplies were refined with clearer content and stronger location signals. Internal links between related pages were also improved, helping users navigate the site more easily and strengthening relationships between key sections of the website.
These changes resulted in a cleaner site structure and a more straightforward experience for both users and search engines.
To strengthen HALS visibility beyond the website, work was carried out on local business listings. HALS was onboarded to Birdeye, with services, imagery, and descriptions added and refined to improve consistency across platforms.
The campaign then moved into an ongoing improvement phase. Homepage content was expanded to better reflect HALS main offerings, and a Frequently Asked Questions page was added to address common customer queries.
A collaborative blog process was introduced, with the HALS team drafting content based on their product knowledge and Wakeford Digital refining structure, wording, and internal links before publishing.
Search Console and Analytics data guided further refinements across underperforming pages, ensuring the site continued to improve over time.
This SEO Hobart campaign delivered clear, measurable improvements for Horticultural & Landscape Supplies (HALS), with steady gains across traffic, keyword rankings, and overall search presence.
Traffic Growth
Organic traffic increased from 72 visits per month at the start of the campaign to 306 visits per month by July 2025. By January 2026, organic traffic had grown further to 624 visits per month, showing steady and sustained improvement over time.
Keyword Rankings
The number of tracked keywords increased from 54 to 448, with noticeable gains across high-intent searches.
Keywords ranking in positions 1–3 increased from 4 to 11, while keywords in positions 4–10 grew to 33. The average keyword position improved from 13 to 6.
Notable ranking improvements included:
Enhanced Visibility
Search Console data supported these improvements. Daily clicks increased from around 4–5 per day to 20–30 per day, while impressions rose from approximately 200 per day to around 800. Searches for landscape supplies Hobart delivered significantly more clicks compared to the previous six-month period.
Client Feedback
The HALS team noted the stronger position the website now holds in search results and the steady growth in organic traffic achieved through the campaign.
This SEO campaign for Horticultural & Landscape Supplies (HALS) shows what steady, well-planned optimisation can achieve over time.
By focusing on practical improvements across the website, refining key pages, and expanding search visibility for important products and services, HALS strengthened its presence in organic search and attracted more relevant traffic.
The outcomes are clear:
This case study highlights the value of a clear SEO approach built around real data and ongoing refinement.
If you want to improve how your business shows up in search, Wakeford Digital can help you plan and deliver a digital marketing strategy built for long-term results.
Get in touch with Wakeford Digital today to discuss your digital marketing goals.
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