Challenge
SIXGUN were engaged to develop and grow the organic search presence of their stand-alone website, initially via a thorough SEO audit and strategic recommendations project which was then followed by an ongoing partnership.
The primary website (rwcws.com) was created separately to the Ray White head office issued website (raywhitecommercialwesternsydney.com) due to limitations placed on content, and site changes for all franchisees. This led to internal search competition between the 2 sites. Additionally, due to head office constraints we were unable to access the Google Business Profile.
While working with the constraints we had (as we weren’t able to consolidate to a single editable website version) we actioned a range of initiatives to boost organic search performance for the primary website (rwcws.com).
Firstly, we created strategic internal links from the head office website to the primary website along with updating all external links possible (such as social media links).
Secondly, we ensured there was no content duplication between the websites to allow both to perform from a content perspective. This is in addition to strong content development across the primary website (rwcws.com).
Finally, we created a list of recommendations for the Google Business Profile. These were passed onto head office and subsequently actioned.
This approach helped reduce internal competition by signalling to Google there is a natural relationship between the two websites, and ultimately helped the primary website establish strong market traction.
Approach
Our engagement started with a thorough technical audit of the website which included keyword research and strategy development.
This uncovered several key technical areas that we addressed as a priority:
- Page title and meta description optimisation to align with the keyword strategy.
- Developing and executing a robust internal linking strategy to funnel authority to key target pages.
- Fix all status code issues, including a large number of 404 errors and internal 301 redirects.
- Optimising the sitemap to improve crawl efficiency (reducing all unnecessary URLs and leveraging the robots.txt file).
- Adjusting the main header and footer menus to include high value, previously orphaned pages.
The initial work and strategy also informed the ongoing body of work over the following months with particular focus on:
- Target page content optimisation. This included heading tag optimisation, image optimisation and further strategic internal linking.
- External linking strategy between the head office website (raywhitecommercialwesternsydney.com) and the franchisee website (rwcws.com) that was primary to this campaign.
- High quality link acquisition campaign as well as completion of relevant local listings and citations.
Results
SEO (April 2025 vs September 2025):
- 97.78% increase in monthly organic conversions.
- 51.90% increase in monthly organic sessions.
- 608 positive keyword changes for tracked keywords. Notably this included broader Sydney based keywords moving into first page positions, including:
- ‘sell commercial property in Sydney’
- ‘sell commercial real estate Sydney’
- ‘sell development sites in Sydney’
- ‘sell property development sites Sydney’
The campaign results have been significant in a 6 month period. Of particular note was the near doubling of monthly conversions generated from organic search demonstrating the strength in our initial strategy.
This has helped SEO overtake Google Ads as the primary traffic and enquiries generation channel for the business.
Testimonial
“We’ve been working with SIXGUN for a few months now and honestly, it’s been such a good experience. They’re super proactive and always make sure everything that needs to be done is being done. I never feel like I have to chase anything up.
Since they’ve taken over our SEO, our organic traffic has jumped up phenomenally , and we’ve actually had more leads come through SEO than Google Ads with the same spend, which really says a lot about the results they’re getting.
Big shoutout to Nando, our Account Manager, who’s always so helpful and quick to answer any questions I throw his way. And Matt is awesome, he’s the one who first brought us on board and still checks in regularly to see how things are going, which I really appreciate.
Overall, just really happy with the partnership and the results so far. Couldn’t recommend them enough!”
Chantel Brillantes – Marketing & Design Manager at Ray White Commercial Western Sydney
