Scaling Local Reach through Service-Area Silos
The cleaning industry in Melbourne is one of the most competitive digital spaces. Shine Group needed to rank for both Residential and Commercial sectors while maintaining a simple user experience. The challenge was to organize dozens of sub-services (like Oven Cleaning, Office Cleaning, and End of Lease) into a structure that Google would perceive as “Authoritative.”
Technical Performance Transformation
Significant boost in LCP and FID scores due to clean code execution.
Our Engineering Solution
1. Advanced Content Siloing
We implemented a “Silo” architecture to separate Residential Cleaning from Commercial Cleaning. This ensures that Google’s crawlers understand the depth of each service category. Each sub-page is optimized for specific Melbourne suburbs, capturing local search intent effectively.
2. Light-Weight Gutenberg UI
To handle the heavy volume of pages and images, we utilized a Gutenberg-first development approach. By eliminating bloated builders, we achieved a near-perfect Core Web Vitals score, which directly correlates with higher rankings in the Melbourne Map Pack.
3. Strategic Keyword Mapping
We mapped high-intent keywords across the entire site hierarchy as shown in the table below:
Ads Infrastructure: Isolated vs. Main Site
| Feature | Main Website | Ads Landing Pages (Addon Domain) |
|---|---|---|
| Database | Primary DB | Isolated Database |
| Performance | Standard Optimized | Ultra-Fast (No Plugins Bloat) |
| URL Structure | shinegroupmelbourne.com.au | offer.shinegroupmelbourne.com.au |
4. High-Conversion Google Ads Landing Pages
Beyond the main architecture, we developed 3 dedicated Landing Pages specifically for Google Ads campaigns. These pages were built on a standalone framework to ensure:
- Zero Distraction: Navigation menus were removed to focus solely on user inquiries (leads).
- Ultra-Fast Loading: Optimized for mobile ad traffic with a sub-0.5s response time.
- A/B Testing Ready: The infrastructure allows for rapid testing of headlines and CTA buttons without affecting the main site’s SEO.
Continuous Growth & Support
As the dedicated technical partner for Shine Group, our role extends beyond the initial launch. We provide ongoing support, ensuring the site remains secure, fast, and ahead of the competition in the ever-evolving Melbourne market.