May Paving is a paving and landscaping business working out of Gawler, on Adelaide's northern edge — driveways, paths, patios and the landscaping that goes around them, run by Brodie May. It's exactly the kind of business local SEO exists for: when someone in Gawler or Munno Para types "paving gawler", they're not browsing — they're pricing a job. May Paving doesn't need to rank across all of Adelaide. It needs to be on page one for the handful of searches its actual customers make.
Page two is where those jobs go missing. That's what this case study documents: a core Gawler search moved from page two onto page one, window on window, with the query names, positions and dates to show it.
The work
What was SEO — and what wasn't.
Two kinds of work have gone into May Paving, and we think it matters to say which is which.
- SEO — the part that moved the numbers. Keyword-targeted service and content work: pages built to answer the searches Gawler-area customers actually type — paving, paving services, pavers, landscaping — plus on-page fixes to titles, headings and internal linking so each page clearly matches its query. This is the work the data below reflects.
- Design — the part that doesn't get ranking credit. We've also been redesigning May Paving's website, including real job photos. A better-looking site helps a paver win the quote once someone lands on it — but a redesign is design work, and we don't dress it up as the reason for ranking movement. The movement documented here came from the keyword and on-page work.
That distinction is the whole point of this site: when every line of work claims credit for everything, none of the claims mean much. Ours are narrower and checkable — the same standard we apply on our homepage receipts.
The numbers
Page two to page one — documented, not asserted.
The headline result: "paving gawler" averaged position 10 in the 27 Jul – 23 Aug 2026 window — page two. In the 28 days to 18 Sep 2026 it averaged position 6.2 — page one. Same query, same Search Console property, consecutive windows.
| Query | Avg position | Impressions | Clicks |
|---|---|---|---|
| "landscapers gawler" | 4.2 | 12 | 2 |
| "paving services gawler" | 5.6 | 25 | — |
| "paving gawler" | 6.2 | 39 | 1 |
| "pavers gawler" | 10.4 | 10 | — |
| "paving munno para" | 11.5 | 17 | 1 |
Source: Google Search Console, average position, 22 Aug – 18 Sep 2026. Property totals for the window: 51 clicks · 1,837 impressions.
Why it matters
Suburb searches are where trade jobs come from.
Nobody searching "paving gawler" is idly curious. Page one for a suburb-plus-trade search puts a local business in front of people at the exact moment they're choosing who to call — which is why this kind of movement, at these volumes, is worth more to a paver than a vanity ranking on a term no customer types. It's the same pattern across our trade clients — welders, renovators, pavers — and it's why SEO for tradies is most of what we do.
If your business competes for searches like these in your own suburb, the first step is finding out where you actually stand. That's what the free audit is for.
Your suburb's searches are winnable too.
We'll audit your site, your Google Business Profile and the searches your customers actually type — then show you where you stand, in the same plain terms as this page.