Loading your experience
0%
ITYPE Designs logo
Build With ITYPE
  • SEO
  • NDIS & disability
  • Australia

How an NDIS housing provider grew Google enquiries by 367%

How ITYPE Design turned a website that relied on its brand name into a lead source, ranking SIL and SDA property pages at the top of Google for local searches.
Book a free consultation
View our Work

+367%

Enquiry form submissions from Google
165 → 771

+455%

Phone number clicks from Google
56 → 311

10×

Local keywords in Google’s top 3
18 → 183 keywords

+663%

Ranking keywords in Australia
142 → 1,083 keywords
  • THE CLIENT

An NDIS housing provider with homes in multiple state

The client is a registered NDIS provider offering Supported Independent Living (SIL) and Specialist Disability Accommodation (SDA) homes across several Australian states. Each home has its own vacancy page, and the business depends on participants, families and support coordinators finding those vacancies online.

Under our NDA we don’t name the client, show their brand or list their property locations. Every screenshot on this page has been cropped to remove identifying details.

  • THE OBJECTIVE

Fill vacancies through search , not just word of mouth

The goals were to:
  • Rank each SIL and SDA property page for "[service] + [suburb]" searches
  • Win searches from people who don't already know the brand
  • Turn search visits into enquiry forms and phone calls
  • Attract support workers through the careers page
  • Replace a weak, mostly overseas link profile with relevant Australian links
  • THE CHALLENGE

Traffic that depended on one brand keyword

The baseline audit in March 2025 (Semrush, Australia) showed:

1. Brand-dependent traffic: 81.6% of organic traffic came from a single branded keyword. Only 18.4% came from people searching for services.

2.Thin keyword coverage: Just 142 ranking keywords in Australia and 206 organic visits a month, with most keywords stuck in positions 21–100.
3. Property pages not ranking: Only 16 pages earned any organic traffic, and most vacancy pages earned none.
4. A poor link profile: 56% of referring domains had an Authority Score below 10, 69% were .com sites, and only 18 were Australian .au domains.
5. Low conversion from search: Only 2.23% of organic visitors completed a key action such as an enquiry or call.
  • THE SOLUTION

A page for every home, built to rank locally

01  Location-led property pages
  • Built and optimised 46 SIL and SDA property pages, each targeting its own suburb and service keywords.
  • Tracked 261 local keywords such as "SIL accommodation [suburb]", "SDA vacancies [suburb]" and "accessible homes [suburb]" every month.
02  On-page content for NDIS searches
  • Rewrote property content with the terms participants and support coordinators use: SIL, SDA, Improved Livability, High Physical Support, vacancies.
  • Updated titles, headings and meta descriptions page by page as rankings were reviewed.
03  Informational content
  • Published guides answering common NDIS questions, so the site ranks before people are ready to enquire.
  • Informational keywords now make up 54% of the site's rankings.
04  Link profile clean-up and Australian links
  • Shifted link building toward relevant Australian disability, health and business sources.
  • Referring domains grew from 159 to 342 and Authority Score from 10 to 16.
05  Conversion tracking links
  • Set up Google Analytics events for enquiry forms, phone clicks and job applications, so results are measured in leads, not just traffic.
  • THE RESULT

More leads, from people who didn't know the brand

Between March 2025 and October 2026, the site moved from brand-dependent traffic to ranking for the services and suburbs people search for, and that visibility turned into enquiries.

1. Leads from Google (Google Analytics)

+367%

Enquiry form submissions
165 → 771

+455%

Phone number clicks
56 → 311

2.2% → 9.8%

Visitors taking a key action
Key events 160 → 1,186

175

Job applications from Google
Up from 0

ENQUIRIES FORMS

771 enquiry form submissions from Google organic search, up 367%.

PHONE CLICKS

311 phone number clicks, up 455%.

JOB APPLICATIONS

175 applications through the careers page, up from none.

Source: Google Analytics 4, google / organic, May 2025–Sep 2026 compared with May 2024–Sep 2025.
2. Leads from Bing (Google Analytics)
The same pages also climbed in Bing, which powers search in Microsoft Edge, Windows and Copilot.

+106%

Bing organic visitors
316 → 650

8 → 89

Enquiry form submissions
11 times as many

1.9% → 7.9%

Visitors taking a key action
Phone clicks 1 → 8

BING ORGANIC

650 visitors and 89 enquiry form submissions from Bing, up from 316 visitors and 8 enquiries.

Source: Google Analytics 4, bing / organic, Jun 2025–Sep 2026 compared with Jun 2024–Sep 2025.
3. Local property rankings (rank tracker)

18 → 183

Keywords in Google’s top 3
Jul 2025 → Oct 2026

9 → 105

Keywords ranking #1
Across 46 property pages

8.5 → 3.8

Average position
Keywords tracked since Jul 2025

MONTHLY RANK TRACKING

The count grew as new property pages launched and existing pages climbed. 229 of 234 ranking keywords are now on page one.

Example Keyword Movements
Keyword (suburb hidden) First tracked Oct 2026
Accessible homes [suburb] [state] 39 #1
Disability housing [suburb] [state] 27 #1
NDIS supported independent living [suburb] 24 #3
NDIS accommodation in [suburb] 20 #3
Accessible SIL [suburb] 15 #1
NDIS SIL accommodation in [suburb] 12 #1
SDA vacancies in [suburb] 11 #1
Source: monthly Google rank tracking from local search results, July 2025 to October 2026.
4. Organic search (Semrush, Australia)

+663%

Ranking keywords
142 → 1,083

+191%

Monthly organic traffic
206 → 599

18% → 65%

Non-branded share of traffic
Searches that don’t use the brand name

+115%

Referring domains
159 → 342 · Authority Score 10 → 16
Metric Mar 2025 Oct 2026 Change
Ranking keywords (AU) 142 1,083 +663%
Organic traffic / month (AU) 206 599 +191%
Non-branded traffic share 18.4% 65.3% +46.9 pts
Authority Score 10 16 +6
Referring domains 159 342 +115%
Pages cited in AI search – 17 New

BEFORE · MAR 2025

Authority Score 10 and around 200 organic visits a month.

BEFORE · MAR 2025

81.6% of traffic came from one branded keyword.

AFTER · OCT 2026

Authority Score 16, 599 visits, 1.1K keywords, 342 referring domains and 17 pages cited in AI search.

AFTER · OCT 2026

65.3% of traffic is now non-branded.

KEYWORD GROWTH · Nov 2025 → Oct 2026

Ranking keywords grew every month to 1,083.

TRAFFIC TREND

Estimated organic traffic climbing to 599 a month.

  • THE CONCLUSION

Search became a lead channel

By giving every property its own optimised page, writing for the way NDIS participants and coordinators search, and rebuilding the link profile with relevant Australian sources, the client moved from brand-only traffic to ranking for the services and suburbs that matter. 183 local keywords now sit in Google’s top 3, and Google sends 4.7 times as many enquiry forms and 5.6 times as many phone clicks, and Bing enquiries grew from 8 to 89.
The same approach works for any multi-location care or service provider that needs to fill places in specific suburbs.

Need more enquiries for your NDIS or care service?

ITYPE Design builds SEO strategies for NDIS providers, care services and multi-location businesses across Australia, the UK and India.

Book a free consultation

4500+

Successful projects

40+

Global specialists

12+

Years of experience

4.8

Google rating · 40+ reviews

Get a free SEO audit

See how your service pages rank for the suburbs you cover.

Book a free consultation